Full interviews, unedited · How Shows Grow
How Shows Grow
Tactical guides for event marketers. by REELFLOW
The archive

Full interviews, unedited

Every guide on this site started here: conversations with the people running shows, agencies and platforms, recorded in full and chaptered so you can jump to the part you need.

Adam Parry
Adam Parry
Founder, Event Tech Live
Session 01 · 35 min

Two decades of event tech, and why events became the trusted source

From badge printing to matchmaking to AI. Where marketing maturity is heading, and the role Adam thinks the industry has not hired yet.

  • 03:49The eras of event technology, in order
  • 09:44Why database outreach keeps getting harder
  • 10:50Curators, not publishers: using the content you own
  • 15:10The missing role between content and marketing
  • 23:39Bounce rates, and what happens after the visit
  • 13:00Humanising the first touch point
Read the written guide
Jon Monk
Jon Monk
Head of Performance, ASP
Session 02 · February 2026 · 38 min

Event websites: the ramp up, the cliff edge, and what to do instead

Nearly thirty years of ASP building event websites, four of them with Jon on performance. Search, structure, and the pages organisers delete without thinking.

  • 04:19Why the website goes into stasis after every show
  • 09:48The past speakers library: hidden gold
  • 11:39Categorising your event the way people search it
  • 12:59Homepages, and getting people off them quickly
Read the written playbook
Charlie Taylor-Martin
Charlie Taylor-Martin
Marketing Campaigns Manager, Easyfairs
Session 03 · 36 min

Humanising event marketing across 33 shows

Camera resistance, posting as yourself, exhibitor enquiry forms, and the Paris Packaging Week campaign that outperformed everything else in the calendar.

  • 16:37Why people freeze on camera, and how to reframe the ask
  • 11:41Individual posting versus the branded event page
  • 21:25Keeping the website alive after the doors close
  • 27:50The "Paris in 60 seconds" email
  • 31:10Video on the exhibitor enquiry form
Getting a team on camera Post-show video
Gina Kay
Gina Kay
Marketing Manager, International Confex
Session 04 · 34 min

The all-year-round campaign, from a team of one

Recorded from the Maldives, ten months out from Confex 2027. Registration data, workflow design, AI experiments that lost trust, and filming in the summer.

  • 02:25The day-after-the-show checklist
  • 07:00Why registration date and conversion barely correlate
  • 10:47AI correspondents, green screens and declining trust
  • 16:14Batch filming in the quiet months
  • 18:35The twelve-month timeline, block by block
Read the written playbook
Sam O'Connell
Sam O'Connell
Regional Marketing Director, Easyfairs
Session 05 · Recorded live on stage · 32 min

Guardians of communities: humanising marketing at portfolio scale

The opening fireside at a technology summit for organisers. Advisory boards, the bowling analogy, and buyers who arrive already researched.

  • 02:26What humanising actually means: community first
  • 04:33Advisory boards as the advocates for a show
  • 05:31The bowling analogy for scaling across 30 shows
  • 07:08Better-educated audiences, arriving to validate
  • 08:15Why you cannot curate serendipity
Read the written guide
Katie Whatley
Katie Whatley
CMO, FFAIR
Session 06 · September · 40 min

Buyer behaviour, the messy middle, and marketing with a lean team

Twenty-two years across organiser, agency and supplier side, and a conversion gap that more marketing was never going to fix.

  • 05:08What changed in how people find you
  • 07:00The funnel as a marketing construct
  • 09:31Why more is not the answer
  • 10:20Leading with the story that already works
  • 13:13Traffic up, demos flat: closing the gap
Read the written guide
ReelFlow
Chris Wickson & Andy Higgs
Co-founders, ReelFlow · hosted by Adam Parry
Session 07 · October · 39 min

Where video actually belongs on a show website

A ReelFlow product webinar, with Adam Parry hosting instead of asking the questions for once. Chris and Andy walk through a concept trade show site, page by page.

  • 03:42Why the event website stopped being "just a brochure"
  • 16:09A million video impressions, and what the data shows
  • 22:31A concept site built to test every placement
  • 26:12The pass page that rewrites itself while you watch
  • 29:07The exhibit page, and the "I saw you in the video" lead
  • 32:18The exhibitor list and the floor plan, brought to life
Read the written guide

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