What's the point of a stunning trade show booth if nobody inside it knows why they're there?

Casey Smalley, Director of Global Events at Avetta, joins Matt Kleinrock to make the case that the smartest line in your event budget isn't the build. It's the briefing.

In this episode:

✅ Why treating booth staffing as a "scheduling exercise" quietly costs you pipeline, not just optics

✅ The one trait that separates a floor-ready team member from a liability (it has nothing to do with product knowledge)

✅ Inside a secret shopper program that graded booth staff posture with photos and why it worked

Most event teams obsess over booth design, tech, and swag, then leave staffing decisions to the final 48 hours, if they think about them at all. Casey brings 20 years in event marketing to explain why that gap is more expensive than most marketers realize.

She and Matt swap stories from the floor: a secret shopper program that once graded booth staff on posture, and the beautifully built booth with nobody working it.

What surfaces is something every senior marketer already suspects but rarely says out loud. Attendees forget the screens. They remember the humans.

Tune in to find out what actually separates a booth that converts from one that just looks good.

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Connect with Casey Smalley
LinkedIn: https://www.linkedin.com/in/caseywalkersmalley/

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