Nothing Gets Sold Until the Audience Gets Engaged with special guest Steve Multer, author of Nothing Gets Sold Until the Story Gets Told and founder of CorporateStorytelling.com

Welcome to the very first episode of The Expo Factor—the podcast where we explore what truly makes trade shows and exhibitions successful: human connection, communication, and engagement.

In this powerful debut, your host Lee Ali is joined by internationally recognised corporate storytelling expert Steve Multer, who has spent over two decades helping global brands like Cisco transform their messaging from product-focused to people-first. Together, they dive deep into the concept that sits at the heart of all successful event marketing: storytelling.

Why do so many exhibitors still struggle to connect with audiences? Why is human-to-human engagement still the hardest thing to “sell” to executive teams? And how can we move from delivering pitches to building real, authentic relationships on the show floor?

💡 In this episode, we explore:

• Why storytelling is more than a buzzword—it’s the key to sales, marketing, and audience engagement

• How authenticity builds trust, drives connection, and creates memorable booth experiences

• The biggest mistakes exhibitors make when crafting their trade show strategy

• Why aligning your marketing message with your business goals is crucial for real ROI

• How to create an inclusive, welcoming space where people feel seen, heard, and valued

• The difference between talking at people versus talking with them

• The power of listening, asking great questions, and being truly present

• Why human expertise is still more powerful than tech in driving conversions

• How to turn your booth staff into brand storytellers, not just sales reps

Steve also shares behind-the-scenes insights from writing his book, stories from working with top-tier brands, and practical, actionable advice for any business looking to improve how they show up at trade shows and connect with their audience.

Whether you're an exhibitor, event organiser, marketer, or strategist—this episode will inspire you to rethink your approach to communication, messaging, and engagement on the show floor.

🎯 Key themes:
Storytelling · Trade Shows · Sales Strategy · Authenticity · Booth Engagement · Corporate Communication · Audience Engagement · Business Alignment · Exhibition Planning · Brand Messaging · Event Marketing · Human Interaction · Value Creation · Inclusion · Listening · Leadership

🗣️ Featured Guest:
Steve Multer
📘 Author of Nothing Gets Sold Until the Story Gets Told
🌐 www.corporatestorytelling.com

Hosted by Lee Ali, founder of Expo Stars Interactive.

🎧 Subscribe now for more episodes exploring how to turn booths into experiences, visitors into advocates, and trade shows into true business opportunities—powered by the people behind the performance.

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