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 179 | Why Most Event Strategies Never Make It to Revenue
Use Left/Right to seek, Home/End to jump to start or end. Hold shift to jump forward or backward.
Most event teams are doing everything they’re supposed to do: booking the booth, training staff, showing up with the right materials.
And yet, the results rarely match the effort.
The issue usually isn’t poor execution. It’s that the event was never designed to drive revenue in the first place.
In this episode, Matt and Coty break down the thinking behind the session they’ll be bringing to EXHIBITORLIVE 2026… and why so many event strategies stall long before pipeline is even possible.
Instead of tactics or checklists, this conversation focuses on the decisions that shape everything downstream:
✅ Why events fail when emotional outcomes, strategic intent, and revenue goals aren’t aligned
✅ What actually needs to be true before a show starts and after it ends for revenue to follow
✅ How to treat events as a revenue accelerator within your go-to-market strategy, not a standalone moment
This is a zoomed-out, strategic look at what separates busy event teams from effective ones, and why most execution never gets the chance to work.
--------------------
Connect With Us
Matt Kleinrock: https://www.linkedin.com/in/matt-kleinrock-9613b22b/
Coty Adams: https://www.linkedin.com/in/cotykadams/
Our Company: https://rockwayexhibits.com/
🚨Register for the show here: https://tinyurl.com/EventMarketingRedefined