Building Profitable Face-to-Face Marketing Systems With Samantha McGuiness

Samantha McGuiness

Samantha McGuiness is the founder of Enabled and the Face to Face Marketing Network. She is a leading authority on events, home shows, and retail lead generation for the home remodeling industry. Samantha has helped contractors generate tens of millions in annual revenue through structured systems for hiring, appointment setting, KPIs, and operational excellence.

Here’s a glimpse of what you’ll learn:

[04:45] Why face-to-face marketing still outperforms many digital channels.
[08:10] The hiring mistake that quietly destroys event marketing results.
[12:15] Why vague booth questions immediately lose potential customers.
[16:50] The difference between a lead and a qualified appointment.
[18:55] Why building a year-round marketing department increases ROI

In this episode:

Most companies attend trade shows hoping for leads. Samantha McGuiness builds systems that turn events into predictable appointment engines.

In this episode, Adi Klevit interviews Samantha about how to structure face-to-face marketing so it consistently produces measurable results. Samantha explains that success at events is not about showing up. It is about hiring intentionally, training systematically, and following a repeatable qualification process. From recruitment scripts to booth engagement, everything must be deliberate.

Adi and Samantha dive into common mistakes, including hiring out of desperation, asking ineffective opening questions, and staffing booths with the wrong roles. Samantha shares how a simple shift from asking “What brings you to the show?” to directly qualifying with targeted questions dramatically increases engagement and conversion.

The conversation reinforces a systems-driven truth: event marketing should not be occasional or random. When built as a structured, year-round department with clear KPIs and defined ownership, it becomes one of the most profitable growth channels in a business.

Resources mentioned in this episode:

Quotable Moments:

“Humans need humans.”
“We don’t use the word ‘lead’. We use ‘appointment.’”
“Hiring because you need people is a huge mistake.”
“Marketing should be customer-centric and aligned.”
“Build a department that runs year-round.

Action Steps:

Audit your event marketing process and identify where hiring is reactive instead of strategic.
Replace vague booth questions with direct qualification questions tied to your service.
Define KPIs for appointments, not just names and phone numbers.
Assign clear ownership for your event marketing function.
Build a year-round face-to-face marketing system instead of treating events as one-offs.

Sponsor for this episode:

This episode is brought to you by Business Success Consulting Group.

At Business Success Consulting Group, we create custom processes and tailor-made management systems so businesses can thrive.

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