Wake Up, Tradeshows

Every event marketer knows the question is coming: “Was it worth it?”In this episode of Wake Up Tradeshows, Amy Mourey tackles the C-suite question that makes event teams sweat—and why proving ROI cannot start after the booth comes down. From vague goals and fluffy recaps to badge scans with no context, Amy breaks down how to plan for proof before the event even happens.This episode covers how to define success early, connect creative ideas to business outcomes, collect the right information on-site, and build a post-event recap that tells a real story. Because “great energy” is not a metric, your recap needs a spine, and the answer your leadership wants is not hiding in the swag catalog.

Your booth is not a billboard, and it is definitely not a very expensive place to park your logo.In this episode of Wake Up Tradeshows, Amy Mourey breaks down why passive booths fail and how brands can turn booth space into something that actually works: an experience, a conversation starter, and a lead engine. From layout and messaging to staff energy, attraction points, conversation design, and measurement, this episode challenges brands to stop decorating space and start designing for movement, curiosity, trust, and ROI.Because if people walk past your booth and still have no idea why they should care, the problem is not the show floor. It is the strategy.

A great event is not built on vibes alone. In this episode of Wake Up Tradeshows, Amy Mourey breaks down her signature Event Triangle framework: Precision, People, and Programming.This episode is all about diagnosing whether your event has an actual strategy, or just a very expensive calendar invite. Amy walks through how to clarify why you’re showing up, align the humans responsible for making it work, and create programming that gives people a real reason to stop, stay, engage, and remember you.From booth strategy and audience targeting to staff energy, happy hours, activations, lead capture, and post-show proof, this episode gives event marketers and brand builders a simple way to audit what’s working, what’s missing, and where to fix the strategy before spending more money.Because your booth, happy hour, or brand activation should not just exist. It should pull people in, create momentum, and prove it was worth it.

B2B events don’t have to be boring… so why do so many of them feel the same?In the first episode of Wake Up Tradeshows, Amy Mourey, your favorite event strategist, kicks off the show with a bold look at how trade shows, happy hours, lunch-and-learns, and corporate events became so copy-paste and what needs to change. From sad tablecloth booths and generic swag to happy hours that are “just drinks,” Amy breaks down why showing up is not the same thing as having a strategy.This episode challenges event marketers, brand builders, and operators to stop planning from habit and start designing with intention. You’ll hear why creativity is not fluff, why every event choice needs a job, and why ROI starts long before the post-show recap.Because the future of events is not copy-paste. It’s intentional, creative, measurable, and built to wake people up.

Trade shows are broken,and we’re fixing them.I’m Amy Mourey, your favorite event strategist, and this podcast is for brands ready to stop wasting booth spend and start driving real pipeline.If you're tired of boring booths, weak ROI, and “just showing up”… you’re in the right place.Let’s fix your show.