What are the key insights from Marlys Arnold's Trade Show Insights series?

Stop dazzling, start connecting – Fancy booths are useless if you’re not having real, relevant conversations.

Design exhibits around the attendee journey – especially first-timers: clear wayfinding, simple messaging, and intentional touchpoints.

Create “magical moments” – lean into what your audience cares about to build memorable, emotional experiences rather than forgettable swag.

Be strategic with booth staff – train them for in-booth conversations, not just “selling.”

Rethink ROI – look beyond leads to long-term relationships, impact, and learning.