Event Marketing: Redefined
Welcome to the go-to resource for event marketers. With each episode, we dive deep into the world of event marketing, bringing in industry leaders to discuss trends, strategies, and success stories. We're not just talking about creating trade show booths; we're exploring how to craft success stories that drive tangible results.
We believe trade shows and events are not just a cost of doing business but an essential sales and marketing strategy, and have the potential to propel your brand growth and significantly impact your bottom line.
We understand the industry can be complex, with challenges around under-resourced staff, budget allocation, and much more. That's why we're here—to provide guidance and expertise so you can do better, be better, and expand your career.
Join us on this journey to get results, grow your brand, and experience the revolution of event marketing!
“Event Marketing: Redefined'' is hosted by trade show and event marketing expert, Matt Kleinrock, CEO of Rockway Exhibits + Events.
Event Marketing: Redefined
EP 177 | Inside Lenovo’s Event Strategy: Partnerships, Scale, and Standing Out
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Have you ever looked at a big brand’s event partnerships and wondered what actually makes them work... beyond the logos and budgets?
In this episode, Matt is joined again by Jon Wolff and Mandy Glenwright to take you inside how Lenovo thinks about event strategy through the lenses of partnerships, scale, and standing out in crowded environments.
Hear them unpack:
✅ Why most partnerships default to logo placement and what differentiates the ones that feel genuinely collaborative
✅ How Lenovo approaches partner-led events as long-term strategic levers, not one-off collaborations
✅ How large-scale activations (including sponsorships like FIFA) are evaluated for relevance not just reach
If you’ve wondered how big brands avoid becoming bloated, unfocused, or overly tactical with events, this episode offers a grounded, inside look at what intentional event strategy really looks like in practice.
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Connect with Jon Wolff
LinkedIn: https://www.linkedin.com/in/jondwolff/
Connect with Mandy Glenwright
LinkedIn: https://www.linkedin.com/in/mandy-glenwright/
Connect with Matt Kleinrock
LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/
Company: https://rockwayexhibits.com/
🚨 Register for the show: https://tinyurl.com/EventMarketingRedefined