Most companies are doing the complete opposite of what actually works. 

I want better for you.

Old way:

Events are a starting point. It's the first point of awareness, education, interaction...you name it.
"Step right up to the exhibit booth..."

New way:

Events are a tipping point. You work UP to an event. You don't start with the event.
"I've heard about you guys on a podcast"
"I follow your CEO on LinkedIn...her last post about our industry was really interesting."
"I read an article about why those investors chose to back you for a Series C. Congratulations."

What does Zendaya have to do with any of this?

Everything. 7 minute listen.