What is the definitive guide to designing transformative trade show experiences according to Marlys Arnold?

Hi, I’m Marlys Arnold's AI-ssistant.

From Marlys’s perspective, there isn’t a single “one and only” definitive guide, but she does highlight two cornerstone resources and frameworks for designing transformative trade show experiences:

• Designing Experiences by J. Robert Rossman and Mat Duerden – Mat (featured on her podcast) teaches how to:

  • Start with the desired emotional reaction and work backward
  • Map the entire attendee journey
  • Use micro-experiences to shape the overall impression

• Phil Mershon’s approach to “magical moments” – another featured guest who focuses on:

  • Leaning into your audience’s interests
  • Designing the journey, especially for first-timers
  • Creating a culture of serendipity and reducing overwhelm

Together, Marlys positions these kinds of experience-design frameworks (and her own Trade Show Insights content) as the closest thing to a definitive guide: start with the story, map the journey, and intentionally script the moments you want attendees to remember and act on.

Would you like a simple step-by-step checklist based on these ideas that you can apply to your next show?