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 192 | Stop Measuring Customer Events Like Lead Gen
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Customer events are not prospecting campaigns, so measuring them by leads alone misses their real business impact. The better questions are whether customers become more loyal, engage more deeply, and strengthen their relationship with your brand.
Inside this episode:
✅ The customer-event metrics that reveal more than attendance and satisfaction scores
✅ How attendee-versus-nonattendee comparisons can uncover revenue, retention, and participation trends
✅ Why host books, peer interaction, and voice-of-customer sessions lead to more meaningful connections
Ashley Claborn (Senior Manager, Events & Incentives at Lennox Residential HVAC) joins Matt to explain how customer feedback, attendee data, and thoughtful interactions can reveal an event’s influence on loyalty, retention, and business growth.
From comparing attendees with similar non-attendees to preparing internal teams with meaningful customer insights, this conversation offers a smarter way to define success.
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Connect with Ashley Claborn
LinkedIn: https://www.linkedin.com/in/ashleyclaborn/
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