Unpacking the Brand

Trade shows are evolving and most brands are still doing them wrong.

In Episode 10 of Unpacking the Brand, Rich Rodrigues, Director of Growth and Strategy at Pinnacle, breaks down how to turn trade show booths into immersive brand experiences that actually drive ROI.

From booth design and staffing to sales alignment and long-term strategy, this episode challenges everything you think you know about events.
If you’re investing in trade shows, this is a must-watch.

Chapters:
00:00 – Intro  
02:31 – Meet Rich Rodrigues
04:24 – How Trade Shows Have Changed  
07:57 – What Makes a Great Booth  
12:44 – How to Engage & Qualify Attendees  
20:20 – Planning Your Trade Show Strategy  
21:42 – What “Immersive” Really Means  
27:43 – Low Budget Booth Ideas  
30:01 – Sales vs Marketing Problems  
40:24 – Measuring Trade Show ROI  
46:37 – Creating Memorable Experiences  
52:26 – What Good ROI Looks Like  
57:12 – The Future of Trade Shows  
01:01:23 – Lightning Round  
01:11:15 – Outro  

trade show marketing strategy, experiential marketing podcast, B2B brand strategy, event marketing insights, booth design and engagement, marketing leadership podcast, sales and marketing alignment, business podcast 2026

Creators and Guests

Host
Kenneth Theriot
Ken Theriot is a brand strategist with over 20 years of experience in marketing, storytelling, and audience engagement. As the founder of TheRiot Agency, he has worked with businesses across industries to craft compelling brand narratives and build meaningful connections with their audiences. With a deep understanding of both creative storytelling and data-driven strategy, Ken brings a unique perspective to Unpacking the Brand, diving into how brands differentiate, evolve, and thrive in an ever-changing market.
Host
Randy Kessler
Randy Kessler is a seasoned professional with over 15 years of experience in sales, marketing, and brand strategy. As a key member of Labels and Labeling, he has built lasting connections across the print and packaging industry, working closely with businesses to understand their challenges and opportunities. With a deep knowledge of branding, customer engagement, and industry trends, Randy brings a thoughtful and conversational approach to Unpacking the Brand, exploring how brands evolve and connect with their audiences in meaningful ways.
Producer
Joshua Long
Joshua Long is a feature film, commercial and new media producer with more than a decade of experience. His experience in digital content production, planning and resource management provide tremendous value to TheRiot Agency’s production capabilities. He also manages TheRiot Agency’s subsidiary, Greenlit Entertainment.

What is Unpacking the Brand?

Discover What’s Inside the World of Business, Branding, and Innovation

Join hosts Ken Theriot (TheRiot Agency) and Randy Kessler (Labels and Labeling) as they dive deep into the strategies, stories, and innovations that drive brand success. Unpacking the Brand explores the intersection of marketing, sales, and customer experience, featuring insights from industry leaders, creative thinkers, and business visionaries.

While rooted in the print and packaging industry, this podcast broadens the conversation to include branding breakthroughs, sustainability, technology, and the challenges shaping today’s business landscape. Whether you’re a CEO, entrepreneur, or marketing professional, each episode delivers insider insights, expert interviews, and actionable takeaways to help you stay ahead in an ever-evolving market.

New episodes drop monthly, with special editions covering major industry trends and events.

🎧 Subscribe now and start unpacking the stories behind the world’s most compelling brands!