Wake Up, Tradeshows

I just worked three trade shows on two continents — my biggest US show yet in Milwaukee, then Intertraffic and Parkex across the UK and EU. Different languages, different lanyard colors, same exact human being walking the floor. In this episode: the real psychology behind why attendees decide to walk into your booth in under three seconds (and why that's biology, not shallowness), the "gu...

Most lunch and learns aren't memorable. People show up, eat, sit through a presentation, grab a giveaway, and leave. By the next morning, they've forgotten almost everything. So what separates the lunch and learns people actually talk about from the ones they can't remember attending? In this episode of Wake Up Tradeshows , we're breaking down the psychology behind creating a lunch...

You spent six figures on the booth. The branding looks incredible. The traffic was strong. Leadership is happy with the badge scans. So why aren't those conversations turning into revenue? In this episode of Wake Up Trade Shows , Amy Mourey sits down with event sales strategist and Event Reps founder Jeff Coppola to unpack one of the biggest—and most overlooked—failures in event marketing: wha...

A happy hour is not a strategy just because there are cocktails in the room. In this episode of Wake Up Tradeshows , Amy Mourey breaks down why so many B2B happy hours fall flat — and how to design them with more intention. From guest strategy and venue choice to conversation design, hosting, atmosphere, follow-up, and measurable outcomes, this episode challenges brands to stop treating happy hour...

A cute booth idea is not automatically a strategy. In this episode of Wake Up Tradeshows , Amy Mourey breaks down the difference between an attention grabber that actually supports the business and a gimmick that just creates noise. From prize wheels and coffee bars to photo moments, giveaways, games, and “Instagrammable” activations, Amy explains why attraction only works when it pulls in the rig...

A beautiful booth does not matter if nobody wants to walk into it. In this episode of Wake Up Tradeshows , Amy Mourey breaks down what actually makes a booth feel inviting, useful, and worth an attendee’s time. From entry points and floor flow to signage, demos, seating, food and beverage, swag, and staff energy, this episode challenges brands to stop designing booths that only look good in render...

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...

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, an...

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...

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 drink...

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.