Trade Shows Are Evolving (How to Fix Your Booth Strategy) with Rich Rodrigues

Trade shows are evolving and most brands are still doing them wrong.In Episode 10 of Unpacking the Brand, Rich Rodrigues, Director of Growth and Strategy at Pinnacle, breaks down how to turn trade show booths into immersive brand experiences that actually drive ROI.From booth design and staffing to sales alignment and long-term strategy, this episode challenges everything you think you know about events.If you’re investing in trade shows, this is a must-watch.Chapters:00:00 – Intro  02:31 – Meet Rich Rodrigues04:24 – How Trade Shows Have Changed  07:57 – What Makes a Great Booth  12:44 – How to Engage & Qualify Attendees  20:20 – Planning Your Trade Show Strategy  21:42 – What “Immersive” Really Means  27:43 – Low Budget Booth Ideas  30:01 – Sales vs Marketing Problems  40:24 – Measuring Trade Show ROI  46:37 – Creating Memorable Experiences  52:26 – What Good ROI Looks Like  57:12 – The Future of Trade Shows  01:01:23 – Lightning Round  01:11:15 – Outro  trade show marketing strategy, experiential marketing podcast, B2B brand strategy, event marketing insights, booth design and engagement, marketing leadership podcast, sales and marketing alignment, business podcast 2026