EMT #10 with Jon Selig - Why Humor Works: Engaging Attendees & Driving Better Conversations

Most trade show booths look the same—generic pitches, aggressive badge scanning, and forced conversations. But what if humor could change that?In this episode of Event Marketer’s Toolbox, Jon Selig, a former enterprise sales pro turned stand-up comedian, joins Chris Dunn & Caitlin Carey to explore how humor can break the ice, make brands more memorable, and create real engagement at events.Why Humor Works in Event MarketingTrade shows are overwhelming—attendees walk past hundreds of booths in a single day. Humor can stop them in their tracks, create an emotional connection, and make interactions feel natural rather than forced. When done right, humor grabs attention, establishes trust, and makes people more likely to engage with your brand.The “Pitch-Slap” Problem & How to Fix ItMost exhibitors start conversations by immediately launching into a sales pitch—what Jon calls a “pitch-slap.” It’s a surefire way to turn people off. Instead, humor can help disarm prospects, create curiosity, and lead into a real conversation. The goal isn’t to tell a joke for the sake of it, but to use humor to make the prospect feel seen and understood.How to Make Trade Show Booths More EngagingA flashy booth alone won’t draw in the right people—your messaging and approach matter more. Jon breaks down simple ways exhibitors can use humor to stand out in a crowded room:Using fun, attention-grabbing signage that highlights customer pain points in a relatable wayTraining booth staff to lead with curiosity instead of a pitchCreating an inviting, conversational environment instead of an aggressive sales zoneCrafting the Right Kind of HumorA well-placed joke can make your brand more approachable and memorable, but humor needs to be strategic and relevant:Make it about the audience – The best humor is rooted in your prospects’ challenges and frustrationsKeep it natural – Over-rehearsed or forced humor can backfire. It should feel conversational, not like a comedy setTest and refine – Not every joke lands. Just like in stand-up, testing different angles helps refine what resonatesBeyond the Booth: Using Humor in Sales & MarketingHumor isn’t just for the trade show floor—it can be a powerful tool across sales outreach, email campaigns, social media, and presentations. Jon shares how well-crafted humor can:Make cold emails more engaging and increase response ratesBreak down barriers in networking and build stronger relationshipsHelp sales teams stand out in competitive industriesHumor isn’t about being a stand-up comedian—it’s about connecting with your audience in an authentic, human way. Whether at a trade show, in sales outreach, or on a keynote stage, using humor to highlight shared challenges makes your brand more relatable, engaging, and unforgettable. 👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.This Show is sponsored by Blue Hive 📅 Join us LIVE every Thursday at 12 PM ET on LinkedInFollow Us on LinkedIn and YouTubeSubscribe to our Newsletter!