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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 175 | How to Turn Complex Products into Tangible Event Experiences
Some products are easy to show on a show floor. AI isn’t one of them.
When your product is abstract, powerful, and sometimes intimidating, the challenge isn’t just explaining what it does—it’s helping people feel why it matters. That’s where this conversation goes.
In this episode, Matt sits down with Chelsea Sparrow, Go-To-Market Manager at Microsoft, to unpack how her team brings AI tools like Copilot to life at events where demos alone fall flat and trust has to be earned.
Instead of defaulting to laptops and feature walkthroughs, Chelsea shares how Microsoft designs experiences around audience mindset, cultural context, and emotion.
Learn about:
✅ Designing experiences based on who the audience is and what they care about, not a one-size-fits-all playbook
✅ Why story, trust, and cultural relevance matter more than polished demos—especially for AI
✅ How brand partnerships and community voices help tech brands show up without feeling tone-deaf or salesy
If you’re responsible for marketing complex products in a world where skepticism is high, this episode will change how you think about experience design.
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Connect with Chelsea Sparrow
LinkedIn: [https://www.linkedin.com/in/chelsea-sparrow/](https://www.linkedin.com/in/chelsea-sparrow/)
Connect with Matt Kleinrock
LinkedIn: [https://www.linkedin.com/in/matt-kleinrock-9613b22b/](https://www.linkedin.com/in/matt-kleinrock-9613b22b/)
Company: [https://rockwayexhibits.com/](https://rockwayexhibits.com/)
🚨 Register for the show: [https://tinyurl.com/EventMarketingRedefined](https://tinyurl.com/EventMarketingRedefined)