EMT #20 with Alison French - Don't Just Show Up: Turning Trade Shows into Revenue Engines

In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Brendon Hamlin sit down with Alison French, founder of JoinLTO.com, to unpack how event marketers can ditch reactive booth tactics and instead walk into trade shows with a plan that drives actual revenue.Most brands show up hoping for the best. Alison shows up with a system—and helps her clients walk out with booked meetings and pipeline to prove it. From building pre-show prospect lists to post-show CRM automation, this conversation breaks down the real work behind successful in-person marketing.🔗 Bonus: Learn how her tool, ShowScout, helps teams stay organized and accountable while working the floor.🔹 Booth Traffic ≠ PipelineHigh traffic doesn’t always mean high value. Alison urges marketers to build pre-show outreach plans based on ICPs and decision-maker lists—whether or not those contacts plan to attend.🔹 Sales & Marketing Must Align—Before the Show StartsShe details how successful teams meet weekly before events to assign key accounts, define CTAs, and align on messaging. “If sales and marketing aren’t speaking the same language pre-show, they definitely won’t post-show.”🔹 Plan for the Follow-Up Before the Event BeginsAlison explains how post-show email flows and CRM automations should be built before hitting the show floor. No more “we’ll follow up later” disasters.🔹Video Is Underused—But CriticalWhether it’s matched audience ads or on-site storytelling, video can significantly boost engagement and pre-show visibility. You don’t need a full production crew—just focus and intent.🔹 Accountability Drives ROI Have your team track who they meet, what conversations happened, and which outcomes were achieved. “If you sent 5 reps to meet 40 people each, and nobody followed up, what was the point?”This episode is a masterclass in turning your trade show investment into tangible pipeline. Alison doesn’t just talk strategy—she offers a real blueprint. From campaign planning to team accountability and post-show execution, she reminds us that ROI isn’t just possible—it’s a choice.Whether you’re a first-time field marketer or a seasoned CMO, this is one episode you’ll want to bookmark and share with your team. 👉🏼 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!