Jay Menashe: Most events are forgettable, not because the people running them don't care, but because they're optimizing for logistics instead of memory. I'm Jay Menashe Senior Director of Strategy and Growth at Exhibitus, and this is Event Experience Experts. Every episode I sit down with the creatives, strategists, and senior leaders who are raising the bar on what live brand experiences can actually do. If you're done accepting forgettable, you're in the right place. My guest today started his career at Walt Disney World, arguably the most obsessively human-scale brand experience machine on the planet. Then spent years shaping culture at Comedy Central and Food Network before moving into enterprise events. Today, he leads experiential client programming at Fiserv, a global fintech and payments company operating in more than 100 countries. His job is to make one of the biggest, least huggable industries in the world feel like it knows your name. He's Michael Bugno and this is Event Experience Experts. I will also say, before we jump into this, I I have to give you some honest truth. You know, every time I hear fintech and experiential in the same sentence, some part of my brain flags it is just like, what are we talking about here? You know, banks and payment companies kind of feel like the last place a human moment is supposed to happen. You know, like the goal is let's automate money. It's the whole appeal. So nobody has to talk to anybody. And then as I started digging into your background, you know, it really started to make a lot more sense. obviously not coming up through finance, coming up through Disney. it looked like you spent your career learning how to make one person in the crowd feel like thousands. And that's a lot of what I usually talk to people about. So now that you're inside a company that basically touches the entire world's money supply, I'm curious, do you think when it comes to and I'm sorry, I'm already going off off my questions to start you out, but do you think Fiserv's biggest problem is more like a budget problem or Being that it's just you're such an enormous company working against you.
Michael Bugno: I think there's a lot of factors. I just want to start off by saying I'm excited to be with you today. So thanks for having me. and you mentioned a lot about my career and it's great to kind of hear all that, you know, in a statement. it's been quite exciting. You know, I'll take a step back and share with you that I graduated with a theater and business degree. So, you know, that entertainment aspect has always been a part of anything that I do. And really it's all about the experience. So you kind of nailed it when you talked about it all. And it's really, you know, you think about Disney and it's a great place to feel special, but it's that individual person feeling special, whether it's in the park, on a ride, at a restaurant, visiting a character. so that to me has always been important. And it's funny, when I went into fintech, I thought, my gosh, you know, because when you say Disney, people know what that means, right? When you say food network, people know what that means. When you say Fiserv very often people will be like, I got my shot from you during COVID. And I was like, not Pfizer Fiserv as in like financial services. So I think it's been an interesting career learning how to sort of deal with that. The cool thing, which I think we're starting to make the shift on back in the day, first data who was acquired by Fiserv really took a back seat with the marketing. And I think someone like you understands as a marketer that you really need to have your brand forefront. But I think our goal was let the company that we're working with, the bank, the institution, let them shine and we'll sort of stay in the background. But I think we've realized as a company and over time that we need to be just as prominent, you know, as that organization or company, prospect client that we're working with, right? And really sell to people Who we are and what we do. You know, there's so much when you think about to your point, fintech and the financial world, all the things that we do and all the things that we have our quote unquote hands in. so it it really, you know, when I went to it, it seemed weird. But once I got into it, there's really this passion around it where I'm like, this is so interesting because there are so many aspects where we have the opportunity to change people's minds about who we are, what we do, how we move money, how we help people. So to me it's been a really exciting career for the past almost twelve years. So I'm excited.
Jay Menashe: Yeah. Well even when you say fintech, it feels as vague as when I say experiential marketing. It's like, what is that? You know, it's like so it's like, yeah, you have to be as much as you know, Fiserv is behind the scenes, you are making your brands and your clients shine. Like that's exactly what you guys do, but people still need to know like how do you do it?
Michael Bugno: Yeah, and I think there's a lot. when I think about industry too, there's all different types of shows that we go to, right? It might be a payroll show, it might be a show I just came back from Sibos recently. So that was an international show that really had a lot of different banks you know, at it. It was the first time in my career that I've been to a show like that or been to Sibos So it's interesting, you know, January where and I met at the National Retail Federation. So we're talking about retail. We're talking about payroll. We're talking about banks and institutions. You know, so I think the it spans the gamut, you know, on what we do. And then I think a little bit about our point of sale, which is Clover. And we're there helping out small businesses. So in New York City every year they have the New York restaurant show. We go to the national restaurant show in Chicago. So I think there's so much to where, yes, I think about these large institutions and these banks and these folks that we work with. But there's also I'll call them the mom and pop stores that we're working with, right? If you're a coffee shop, if you're a nail salon, if you're a plant shop owner, you know, and anything. we are there to help those individuals with their payments, their processing, you know, all of that. So that that to me is fulfilling just as much as it was at Disney when you're walking down the street and You know, a kid scrapes their knee and you can bring them to see, you know, Mickey Mouse or Goofy, right? It's that same type of thing to have this ability to change people's lives in essence, you know, or make their lives better. It's again, it's really exciting. It's just something that I never would have thought to your point. Like when you say FinTech, what does all that mean? Like you don't realize that there is that individual thread or that person you're dealing with that you're making a difference in their life, or the way they do business, right? Maybe you are that ice cream shop. You know, and right now you're in Midtown Manhattan and you're thinking, How can Jay's ice cream expand? Right? We have the software that can kind of help you understand, not kind of again, help you understand, you know, where your shop is, the type of people in a radius that are coming to you. And maybe the next best place to have your shop is in Chelsea Market, right? Because it's far enough away where you're not, you know, eating your own quote unquote folks that are coming to your store. So it really again, it's really interesting how When you say fintech, there's so much to it that it it all ties back to it in some way.
Jay Menashe: Yeah, and I love that even what you're talking about with the demographics and the market research that you're able to bring to people with using your systems. And I I also love your LinkedIn post where you're focusing on those small and medium sized businesses that out in the world. And I know I sent one to you 'cause I was walking around my town. I'm like, Well, now I'm noticing that everybody has clover and it's like I don't know the percentage of like the market that you guys own, but it's clearly large because I see it literally everywhere. Yeah.
Michael Bugno: And again, I think you bring up that that's kind of that I'll call it a magical moment for lack of a better word. But it is really cool when you walk into a place of business and you see a clover device and you know, I'll always ask them, Are they happy with it? I'll tell them that I work, you know, with the company or for the parent company. And it's interesting, not every story's amazing, but I think what is good is if it is a bad story or it's something that they've been having trouble with, you know, I take their information, I can bring it back to the company and get somebody to help them. So it's You know, it's that I think extra level of service to like sure, we work in events, but I think our job is really how how are we making everything better, right? What's the experience we're giving people? How are you, you know, changing lives, making things better? all of those points I think, you know, are are widely, you know, wrapped up in what we do every day.
Jay Menashe: when you when you talk about events in general, you know, there's a moment when you realized you could do something that no other medium could. You've been doing this, no, you know, and honestly it probably goes back to your days at Disney, i if I had to guess. But what was the moment you realized that events are the medium that really just have such an extraordinary impact and can do something that no other medium can?
Michael Bugno: Yeah, hundred because and I think I mean I learned that very early on. I think, you know, even in college and theater, you you can see when you're on stage or when you're performing the difference that you can make in someone's life, right? With just a show or a character or pieces you pull. And then it really translated into Disney, right? That was the first place where I saw, hey, you could actually do this for a living, right? You could be on stage, which is what they call it at Walt Disney World, and you could be helping a guest with whatever they need or You know, if a bird pooped on someone's shirt, you had the ability to get them a new shirt, you know, from the gift store that they could then wear. So it really was all about these experiences and how you can just go above and beyond to make someone's experience a lot better than you know, what they had even anticipated, you know, and or thought about. so yeah, I think it was it was really early on in my career. And I just tried to tie that into everything I do, whether it's work stuff, whether it's through LinkedIn or any of the other social channels that I do, I really try to tie that thread through everything. you know, whether it's putting a positive spin on something, sharing something that happened. I think all of that, you know, again, is really important in what we do and who we are.
Jay Menashe: No, I I completely agree with you. Did you and this is not one of my questions, but this is an easy one. No, no, no gotcha questions, I promise. Have you read Unreasonable Hospitality?
Michael Bugno: I have not.
Jay Menashe: Put it on your list. it'll speak to your soul, I promise. Like I I read that book cover to cover twice because the first time I did not take notes or underline enough, and I'm like, I have to go back. There's so much that A it you know that's more about like restaurant hospitality, but it speaks to events in such a strong and powerful way. It's like it doesn't take a lot of money to be hospitable to your guest. And an attendee at a show is or an event is a guest. So it's like thinking about in that book specifically talking about like, hey, if you've received a question multiple times, maybe you should automate that as a automate the hospitality aspect or like what's a little moment you can make special, hey, you know all these people are coming to your event or your booth at a show. You have pre-scheduled meetings, make sure you know what they look like. So when they walk up, you can make that direct eye contact like, hey, Bob, welcome to our space. Would love to. I know you have this meeting at 10 17 a.m. Like, let me walk you over there. Because that little feeling, you know, it's probably how people feel in retail stores when you're walking up and like, hey, I actually work for the company. Like, how do you feel about it? And if there's an issue, like I can't even imagine the response. Like, you work for a company that's like tens of thousands of people, and it's like, Hey, this guy, I'm gonna get you the thing you need. And because Disney's the same way. And it's like that kind of hospitality, it really resonates with people. Cause in the end, we're all humans. Like it doesn't matter what you have to know your audience, but at the end of the day, your audience is all just a human being that has the same needs, wants, and desires of everybody else.
Michael Bugno: For sure. And I think you you bring up an interesting piece because I remember early on in my trade show career, very often, you know, people come up to your booth and they ask right away, like, what do you do? And whether it's this company or previous companies, they would ask that question and you know, you'd have your elevator pitch. And I really realized that the scope of what people could do in the industries that I worked in was so vastly different. So I learned very early on to switch the tables and when they walk up and ask that, it's more like how can I help you? You know, and it gets them to explain a little bit about what their needs are or what they're looking for. And then you're able to better direct it. Like I would always say my spiel was, you know, let's say it was Fiserv I would give this pitch and then finally at the end I'd say, and you know, what do you do? And they're like, I work with sewing machines. Like has nothing to do with anything I just talked about, you know, whereas if I had just started off by saying, How can we help you? You know, they share a little bit about their background. Either A, I can direct them, you know, where or how I can help them or get them to where they need to be. And I do ultimately think we've heard this many times before, people love to talk, you know, whether it's about themselves or what they do. So that already makes people at your booth feel a bit more comfortable. You know, they don't feel so trapped where you're talking to them and keeping them and holding them hostage. They're there sharing with you what they do, what they need, and how you can help them.
Jay Menashe: Yeah, no, I think that's a really good way to welcome people to your space or even you know, same line of thinking. It's like what brings you here today? Versus, yeah, because you know, listen, we we coach clients, like, make sure you're qualifying attendees. But you don't want to ever make them feel it's like, sorry, you're a target. You are not a human, you are not my guest. It's like you're my target audience and I will get to the bottom of this information.
Michael Bugno: Hundred percent. And let me scan your badge.
Jay Menashe: So talking of trade shows, we obviously both go to a ton of them. I think a lot of messaging it shows, especially with bigger companies, I will say, it's so generic. It's like we're global cloud based, fintech, blah, blah, blah. It's like if you were to strip every logo off of the booth at your last show, how can people tell you apart? And what's one thing that makes people instantly recognize your brand versus others?
Michael Bugno: That's that is a very interesting question. And ironically, we as a team were talking about this the other day. I I mentioned that we go to quite a few different shows throughout the year. It could be anywhere from hundred, you know, to three hundred. And they vary across the tiers. So tier one are the really top high-end trade shows, tier two, sort of that mid-level, and then tier three are really where you'd have a ten by ten booth or something along those lines. So it's interesting you say that about pulling it away because we We really try to keep the look and feel with what we do similar across the board. And a lot of that stemmed from the pandemic. when we were home, people were posting a lot of different things from what they used to be doing or where they were going. And I noticed that in every photo that folks were showing, the Fiserv booth looked completely different. It was all orange, or there was a lot of black with orange, or there was white with orange, or There was a tablecloth that didn't necessarily match the backdrop or the pull-up banner. and so we sat down with our, we call them Proof Point Studios, which is our in-house agency, and we really talked about what are the basics that every trade show needs, whether it is a pull-up banner, whether it is a tablecloth, whether it is a backdrop, and how do you, regardless of what people are taking out of inventory, how can all those things fit together and look look well together or present well together? Or even in a photograph, right? If people are taking pictures and you're seeing it on LinkedIn. And so we have really spent the last six years since we've been in COVID taking a look at how that all fits together and how things, you know, are reusable, right? So we might step away from the past where there was a ton of verbiage on a pull-up sign. You don't really need all that, right? We sort of talked about if someone's coming up to your booth. And they're interacting with you, you can really share those details. You don't need a pull-up banner that has all of this copy, all of these pictures, et cetera. So ours was really to streamline, and that's really what we've done across the board. And I think you know, you may notice a different level of, hey, if it's a 10 by 10 booth and it's a pop-up, sure, that pop-up backdrop might not look as expensive as you know the 40 by 40 booth that we did that has a hard build in it. So I I think it will fluctuate, but I think. For us, really, when you pull away really any verbiage or logos, a lot of it is done through color. So orange is quite popular with Fiserv we've done black in the past. We've really moved in the last two years to a blue, which is quite refreshing because the orange and the blue go really well together. it really it makes the booth feel a lot more welcoming. Sometimes the black can be a hard color, you know, to pull people in. It it definitely stands out, but I think the the blue brings in a softer feel. along with that orange. And then of course clover, you know, is your green and white. So I think again, those are very grounding colors. We've also done some browns, you know, with that. So I think it feels very relaxing and calming when you come into a space, you know, that has those colors. So really for us, I think the colors are what make a difference and would alert people to who we are if everything else was stripped away.
Jay Menashe: I I like that. I think the colors do make a huge impact on the brand and how people recognize you and knowing that orange is distinctively Fiserv is huge. Because you go to these shows, everything is white and I will say there is obviously a lot of blue out there. If you go to a healthcare show, it's like everything is literally white and blue. And it's like, how do I know anything? Is there any piece of would you say like and and obviously not in the smaller booths but if in your larger builds like the forty by forty, is there any like unique, distinctive architecture you ever go with where it's like even on top of the color, like this is very clearly Fiserv?
Michael Bugno: it really I think it depends on the show, right? if it is something Fiserv based it again it depending on what it is, we can tend to be very meeting heavy. So our booth tends to have a lot of different meeting rooms, and whether they are private meeting rooms, semi-private, I think you know, that's something you'll see an awful lot of. We've recently again started bringing in greenery into the booth, you know, for a very long time. It wasn't something that a previous CMO really wanted. You know, with the brand. But I think again, stuff like that really helps to soften it. So to your point of shapes, like, yes, it might not be, you know, a curved edge, but I think the plants add something. What's really unique about our logo is, you know, the FiServe has a proof point, which is a square. So there are a lot of clearly four hard angles on a square. So for us, we tend to steer clear of a lot of the rounded edges or softer sides of things. Like we keep it very square, if you will, you know, with those those edges. But with Clover, it's a little bit different, right? Clover's the point of sale system, even on the device, they have rounded edges. Our quatre foil has the curved edges, which is, you know, basically the four-leaf clover. So we really have the ability, again, this is where I love what I do. It it's so different. Like I could go to one show and it's bankers, it's suits, it's ties, it's, you know, how are we moving money? And then you're going to a show like the National restaurant association and it's all about these small businesses and how they can generate revenue and, you know, get people in the door and again the curved edges. So it really is like night and day. And I think that's one thing that keeps me very excited about what I do day to day and even year to year.
Jay Menashe: Yeah, there are a couple things I want to touch on. And Lara, I'm gonna remember all of my points on this one. I literally wrote them down so I don't forget. So I mean, well, I will say Fiserv with the squares and those sharp corners, it's probably very helpful for your budget, I will say that. Because anything rounded or or you know, curved is just it adds so much to the budget because you know, it's obviously harder. but then you started talking about Clover. I'm like, Well, there goes my whole entire argument out the door. NRA, this isn't really a point I'm gonna make. Have you gone to the restaurant show at a national restaurant show?
Michael Bugno: Yes, several times.
Jay Menashe: I think it's the best cocktail hour in the entire world. It's my favorite show to go to and I don't eat for like the entire time I'm there because I just walk around like, I'll try this and I'll try this. so not really a point to make, but I was just I was curious if it within like fifteen minutes I'm like, I think I'm done eating for the next two days.
Michael Bugno: But then fifteen minutes later you're eating a hot dog from Nathan's, like on the show floor, so
Jay Menashe: Yeah. I mean they have that that snap and the the hot mutton you know, New York style deli mustard. I how can I not? I'm also going to a show next week, the National Association of Convenience Stores. So I will get my fair share of sweets and snacks and all the everything in between.
Michael Bugno: That is talk about food. That show is crazy. That I think that's even more than the National Restaurant Association. I mean, there is food everywhere for that. Food, candy, you name it.
Jay Menashe: Yes. literally everything. You know, walk into a seven eleven, every brand you see on the shelves is exhibiting at this this conference. So you know, we talked about this earlier in and it's kind of like the Disney effect, you know, as much as you're designing these experiences for tens of thousands of people and millions in the Disney case, you also want to focus on that individual person that's coming to your space, coming to your event. How do you how do you differentiate? How do you design for an individual in in those types of scenarios?
Michael Bugno: again, I think it relates to what the show is about, right? If you're thinking about, you know, a Clover show and we're talking about small business, it's really understanding what they need. So if that's through whether it's a demo or the point of sale that we're showing or again, you know, our platform with Clover very much reminds me of like an iPhone, right? There's different apps that you can add to it. So it's really doing a deeper dive with an individual to understand what they need for their business. And then how they can customize Clover, you know, for their needs. I think that's the part that's really special, right? Like it's still kind of what we talked about a bit earlier, where you're really bringing someone in, trying to understand what their needs are, you know, before trying to provide a solution for them, right? And really making sure it's right fit for them or for you know the business that they're currently working in. And then what also what their goals are, right? We talked about How you may have one ice cream shop, but your goal in the future is to have six. So if I know that up front, it's so much easier for me to have a conversation about how Clover can help you right now, like today in Jay's world, but then also be there to help you six years from now, you know, when you grow your business to six different stores or six different shops, et cetera. So I think to me that's where it gets into the personal journey, right? It's really understanding why you got into. this business in the first place, right? Why you are a small business owner, what your business is, and what your plans are. You know, so and I think most people that go into small businesses have a good, a fair amount of that understanding up front, right? Like they know the money that they've already had to invest in it, you know, whether they have staff or they don't have staff, how do they handle it? You know, and sometimes too, small business folks aren't great at everything, right? If you're not good with your taxes, There's an app on Clover, Davo Tax, that can help you manage all that, right? So you can really be good at what you're good at. So if Jay's great with making ice cream flavors, you know, a new ice cream, the latest and greatest, he doesn't have to worry about the tax, you know, whether it's April fourteenth or fifteenth or, you know, what have you, right? It will help you throughout your career with what you're doing.
Jay Menashe: See, for you, you're a naturally curious person and you but you can't have every conversation in the space. Is there anything you're doing? Is there a training you're doing for the the people that are staffing the space? Do you have a script for them? Like how do you make sure that everybody that's working in the space is doing doing it just like that?
Michael Bugno: Yeah, we definitely, I think any organization, have a lot of pre calls, to the show. And we talk a lot about what we do, right? It's everything from the hanging sign and the physical booth to the speaking opportunities that we might have to different competitors that are on the show floor, right? I think a lot of that is very key too, you know, making sure you're in front of sales, talking with them about what's going on, right? What's the differentiator of why Clover is better than some of the other companies that are out there, right? How do we help? small businesses. I think you know, talked about this at the very beginning, but we're a company that has forty plus thousand, you know, folks at it. We also have this point of sale system. It's probably very difficult for a company like us to go out of business. Not that it wouldn't, but you're really getting a company that can come to Fiserv or Clover and stay with you, you know, on Infinitum, right? Like you don't have to change. There's some small businesses or some companies that only focus on point of sale and that's All they do, right? We have so many steps in the process where we can help that small business owner. So I think again, helping those sales folks and those people that are on your booth, whether it's product experts that are coming to the show, I think helping them all understand what's going into the show. And then the different places where, you know, we're being spotlit throughout that journey, right? Again, if it is a keynote, if it is a speaking opportunity, if it is, you know, a smaller stage that we're doing some type of demo on, are we meeting with clients that are there, right? Engaging, you know, it's not just about the net new, right? We were talking about scanning badges. You're also at these shows seeing clients or folks that you currently work with, right? So sometimes, you know, we're trying to figure out how to better help them with what they're doing, right? It's not just about the net new. So again, I think, you know, it's interesting the differences that are seen at all the different trade shows we go to.
Jay Menashe: Yeah, I think that the event lead up that you're talking about, I know you say every company does it or most companies you'd be surprised. You'd be surprised how many companies show up and it's like, so what's your objective for this conference? you know, we just come here every year. So that I think that lead up and hearing how you're working with your team and the sales team and getting everybody aligned on this specific audience for the event you're going to I mean that's something I think people will take away from this and be like, yeah, you know, I really need to come up with this like what is the three to four week plan or six week plan leading up to an event and how are we getting everybody on the same page?
Michael Bugno: Sure. Yeah. And I think, you know, there's a lot too with social media, the email blasts, you know, all those different campaigns. So we do, you know, we'll keep it all in a playbook that we present, you know, on each of the meetings, but it it does. It really starts with exactly what you're talking about. What are the goals and objectives? You know, who is the senior leader that's on point, you know, to help bring everyone together, right? I think all those key pieces are very important. Making sure that everyone is driving towards the same goal, you know, ultimately is what is really important.
Jay Menashe: Yeah, no, no very well said. So we talk about how money is spent, we talk about how we prep for shows, you know, you've obviously been a part of a lot of events that are six figures, maybe even seven figures, and you really come out of it and you're like, Wow, I don't remember anything that really came out of this moment. Now, where do you think you would take those moments specifically and maybe reinvest it differently? Like how would you think about that? And in in those and I don't want you to talk about you've been to a ton of events, whether it's a six figure event, a seven figure event, and you leave that event feeling like I have no idea what just happened, where's the memorable moment from this thing, what are we getting out of it? When you look back at an event and you don't need to specify anyone in particular, we don't need to throw anybody under the bus. you know, how would you have rethought an event where you don't know what happened or why and reinvested differently?
Michael Bugno: I it's an interesting question. And I think over the years, what I found with investment, because listen, there's some trade shows that you just need to be seen on the trade show floor, right? So you're going to do the booth. Is it always worth it? Probably not. You know, do you want to do it? Probably not. But you know, it is what it is, right? And so you still want your brand out there. I've really seen over the years the places where we've had the ability to influence are when you do those special one-off events. So to your point. at a trade show, everybody's got Tchotchkes at the booth, everybody's doing, the same type of thing. They're all scanning badges. So really when you do those events that are off site, you know, whether it's an evening event, a dinner, a cocktail hour, I I think I've seen the best success with that because it really gives you the opportunity to engage more. Like even when you and I were on the trade show floor and talking. We were talking for a few minutes, but then somebody came up and I had to handle the guests. Like there just isn't that time to really get to know one another. so I feel like at those evening events, you really have that time. If you're at a table eating dinner, even better, right? Because you can share a lot more stories, you can engage a bit more. Cocktail hours are great too. You know, sometimes you don't want to have people quote unquote stuck, you know, talking to you for an hour, hour and a half. So I think those cocktails make it really easy to be able to engage. get to know people, share quick stories, tidbits, and to your point, I think make those memorable experiences, right? If I remember that you told me about your daughter and that she does cheer, that's something that I can lock away. And next time I talk to Jay, I can ask how all that's going, right? So I think there's those small pieces that when you have the time to engage with someone and get to know them better, it really turns into a home run, I think, you know, overall.
Jay Menashe: Yeah, I think that's a really good point. Especially, you know, you're collecting dots over time and you have to connect those in the future. And I think that's a really powerful part of events. You know, and I'm gonna point back to unreasonable hospitality. He talks about that. It's like leading up to a reservation at eleven Madison Park, which, you know, was the top rated restaurant in the world for five years. It's like, do research on your guests. You know, they're about to spend thousands of dollars on this dinner and Maybe you should know something about them. And one of the things he talked about is like, hey, when they get here, ask them how they got here. Cause if they're paying for a meter, we don't want them to have to get up in the middle of the meal to go refill that meter. We'll take care of it for them. Like little things like that. And that's why it's like when I bring it back to what we do, and I'm like, wow, we don't only get moments with these people, especially like clients for us. It's like we have months and years to get to know these people. So it's like I almost have like a little black book of like, ooh, let me write these things down. I've actually started sending out a client onboarding form where it's like, let me know your snacks, let me know your favorite drinks, and then obviously like the importance of like, hey, if I need to get a hold of you without harassing you, what's an easy way to do that? You know, it's like so it's like to your point though, talking about how you're interacting with attendees and like getting to know these little things, everybody wants to point to like what's the value in this investment that we're getting. The reality is it's never just the one event. It's how it fits into the larger sales process for any organization where it's like, yeah, we met them at this event, we got to know a little bit more about them. Then, this email went out and they open it and they click the link. and then they join this webinar and then they came to this next event. And you have these like seven different touch points that don't happen without the events, and we got to collect all of this information. It's like, so yes, the half a million dollars we spent on that event, I can't point directly to the sale that came from it or the opportunity that came from it, but it was clearly a part of it. I think you
Michael Bugno: Just a hundred percent nailed it. I mean, it is those touch points. you know, I was even gonna say the dinners and all that is fun. Recently in the past probably two to three years, we've been doing a lot more with sporting events. So, you know, we were in San Diego and we went and took everyone to a Padres game. And then we were able to not only give them the game day experience, but then we were able to take them back, I'll call it backstage for a private tour, but they got to see the locker rooms and different components. There's a batting cage that's, you know. There at the stadium. And so I think, again, all those different touch points and pieces are cool. And I I think again, you nailed it with what you said, because it's not only the experience, but I think it's learning those things where you talked about the candy. We've even tried to take it a step further where you know if people are very passionate about the schools, colleges, or universities they went to, right? Getting to know or understand that. and whether it's donating, you know, to the school they went to in honor of. you know, that person or it's getting them some type of memorabilia, whether it's a t shirt or a ball cap or whatever it is. I think all of those small things, you know, matter, right? It doesn't have to be something huge, but it's the little things that let people know you're thinking of them, you care about them, you know, what they said to you mattered, all of it. Yeah.
Jay Menashe: Thoughtfulness goes a really long way and it doesn't have to be expensive. So, all right. And I know we only have a little time left because you have a meeting, and but we're up to our last question. We've we made it. And this is a pie in the sky, you know, if you could do whatever you wanted, basically. But if there's if there's one element of how our brand approaches live events, pick your type of live event from scratch. Money is no issue. Like, where would you start?
Michael Bugno: I'll tell you what, I nothing I think brings people together more than music. So I think any way that you can tie in music to what you do, there's just something about it. It doesn't matter what genre, like people are just drawn generally to that. And I've always seen whether, you know, we're at large trade shows, we put on a show at Fiserv called Forum, where we always have some sort of entertainment that comes. It just it really is a way of bringing people together in a relaxing environment. Again, you know, because you don't have to worry about talking about work during that, right? People are there genuinely listening and enjoying it. so I think hands down, you know, I'd love to have a lot of money, right? 'Cause the better the better the star, the band, whoever it is, you know, I I think the better. But I I really do think in anything you do, pulling in music is uber helpful to to really making it a a full home run.
Jay Menashe: Well, and depending on your audience and I think specifically for Fiserv, it's like you can go old school and actually make more with your budget. Cause it's like, my wife at an event, this is got this is actually right before the pandemic, this is February of twenty twenty. And I I don't often get to go to her events. This is when she was still it was when T D Ameritrade was acquired by Schwab and it was the last T D user conference that they did, I think at least. And they brought an OAR and it's like this is obviously not some like huge band. But I could not have been more excited to be there. And I've seen them live in concert. I actually saw them, I'm gonna forget the name of the venue. Great, awesome venue in LA when I lived out there. House of Blues, that's what it was. And it felt like it was like me and a hundred of my closest friends at that venue. Now I'm 10X that when you do it at a conference, and I'm like as close to the screen now as I was to this band. And it was like, yeah, you don't forget those things. I'm talking about this six years later, and I wasn't their audience, but you I got thankfully got to go in there. So what you're talking about, I think that yeah, no, I think music brings people together. It's th it's those type of experiences like I never would have gotten this on my own without this company creating this for me.
Michael Bugno: And and it's cool, like it's you bring up another good point because I always love going to it and and sort of watching people. Like you you know, during the day you see these folks in their I'll call it banker outfit, right? They're wearing their suits, ties, their high heels, and then at night they're just living their best life. Like you see who is right up at the front of the stage, like jumping up and down. I mean, it tells you a lot about people and who they are and what they love. And I think it's just so cool to see, whether it's a I don't know if it's a polar opposite, but it's kind of cool to see that they have the daytime, you know, banker in them, but then this like free spirit, fun loving, you know, person in the evening. So it really I think shows you a lot about people and and what they like.
Jay Menashe: Yeah, and I'll close it with this note. I'm a sports guy. So music doesn't make it to my soul. Although it does, I shouldn't say that. I enjoy a good concert. but yeah, any kind of cool sporting experience I'm like, you know, for me it's like the just like over the top the greatest thing. I will actually go to random sporting events. I don't even care who's playing it if I'm in a city and the team is playing. I you brought up the Padres, I was in San Diego a few weeks ago. I'm like, well I got nothing to do tonight. I'm flying in the morning. Yeah, let me just go catch a few innings of the game and then go home.
Michael Bugno: Park is beautiful. It really is. Yeah. San Diego is beautiful.
Jay Menashe: I mean California in general. It's like, you know, born and raised in the northeast. I love it here. I belong here. This is where I my heart and soul are. But my three years in LA was like this weather can't be managed. Can't beat it. Yeah. For sure. Yeah. Well, Michael, I think you've said it all. I appreciate you coming on the show and joining us. Is there anywhere people can find you if they want to reach get a hold of you?
Michael Bugno: Yeah, certainly reach out to me on LinkedIn. I'm definitely on there. So I think that's probably the best place. And you know, if you have questions or anything I can help with, I'm happy to do so. And it was really great to be here. So thanks for having me.
Jay Menashe: Course. Thank you.
Michael Bugno: Right. Take care.
Jay Menashe: If you walked away with one thing you'll use, we did our job today. Event Experience Experts drops every week. Subscribe wherever you listen to podcasts and check us out on YouTube if you want to watch. I'm Jay Menashe See you next time.
Michael Bugno: I think there's a lot of factors. I just want to start off by saying I'm excited to be with you today. So thanks for having me. and you mentioned a lot about my career and it's great to kind of hear all that, you know, in a statement. it's been quite exciting. You know, I'll take a step back and share with you that I graduated with a theater and business degree. So, you know, that entertainment aspect has always been a part of anything that I do. And really it's all about the experience. So you kind of nailed it when you talked about it all. And it's really, you know, you think about Disney and it's a great place to feel special, but it's that individual person feeling special, whether it's in the park, on a ride, at a restaurant, visiting a character. so that to me has always been important. And it's funny, when I went into fintech, I thought, my gosh, you know, because when you say Disney, people know what that means, right? When you say food network, people know what that means. When you say Fiserv very often people will be like, I got my shot from you during COVID. And I was like, not Pfizer Fiserv as in like financial services. So I think it's been an interesting career learning how to sort of deal with that. The cool thing, which I think we're starting to make the shift on back in the day, first data who was acquired by Fiserv really took a back seat with the marketing. And I think someone like you understands as a marketer that you really need to have your brand forefront. But I think our goal was let the company that we're working with, the bank, the institution, let them shine and we'll sort of stay in the background. But I think we've realized as a company and over time that we need to be just as prominent, you know, as that organization or company, prospect client that we're working with, right? And really sell to people Who we are and what we do. You know, there's so much when you think about to your point, fintech and the financial world, all the things that we do and all the things that we have our quote unquote hands in. so it it really, you know, when I went to it, it seemed weird. But once I got into it, there's really this passion around it where I'm like, this is so interesting because there are so many aspects where we have the opportunity to change people's minds about who we are, what we do, how we move money, how we help people. So to me it's been a really exciting career for the past almost twelve years. So I'm excited.
Jay Menashe: Yeah. Well even when you say fintech, it feels as vague as when I say experiential marketing. It's like, what is that? You know, it's like so it's like, yeah, you have to be as much as you know, Fiserv is behind the scenes, you are making your brands and your clients shine. Like that's exactly what you guys do, but people still need to know like how do you do it?
Michael Bugno: Yeah, and I think there's a lot. when I think about industry too, there's all different types of shows that we go to, right? It might be a payroll show, it might be a show I just came back from Sibos recently. So that was an international show that really had a lot of different banks you know, at it. It was the first time in my career that I've been to a show like that or been to Sibos So it's interesting, you know, January where and I met at the National Retail Federation. So we're talking about retail. We're talking about payroll. We're talking about banks and institutions. You know, so I think the it spans the gamut, you know, on what we do. And then I think a little bit about our point of sale, which is Clover. And we're there helping out small businesses. So in New York City every year they have the New York restaurant show. We go to the national restaurant show in Chicago. So I think there's so much to where, yes, I think about these large institutions and these banks and these folks that we work with. But there's also I'll call them the mom and pop stores that we're working with, right? If you're a coffee shop, if you're a nail salon, if you're a plant shop owner, you know, and anything. we are there to help those individuals with their payments, their processing, you know, all of that. So that that to me is fulfilling just as much as it was at Disney when you're walking down the street and You know, a kid scrapes their knee and you can bring them to see, you know, Mickey Mouse or Goofy, right? It's that same type of thing to have this ability to change people's lives in essence, you know, or make their lives better. It's again, it's really exciting. It's just something that I never would have thought to your point. Like when you say FinTech, what does all that mean? Like you don't realize that there is that individual thread or that person you're dealing with that you're making a difference in their life, or the way they do business, right? Maybe you are that ice cream shop. You know, and right now you're in Midtown Manhattan and you're thinking, How can Jay's ice cream expand? Right? We have the software that can kind of help you understand, not kind of again, help you understand, you know, where your shop is, the type of people in a radius that are coming to you. And maybe the next best place to have your shop is in Chelsea Market, right? Because it's far enough away where you're not, you know, eating your own quote unquote folks that are coming to your store. So it really again, it's really interesting how When you say fintech, there's so much to it that it it all ties back to it in some way.
Jay Menashe: Yeah, and I love that even what you're talking about with the demographics and the market research that you're able to bring to people with using your systems. And I I also love your LinkedIn post where you're focusing on those small and medium sized businesses that out in the world. And I know I sent one to you 'cause I was walking around my town. I'm like, Well, now I'm noticing that everybody has clover and it's like I don't know the percentage of like the market that you guys own, but it's clearly large because I see it literally everywhere. Yeah.
Michael Bugno: And again, I think you bring up that that's kind of that I'll call it a magical moment for lack of a better word. But it is really cool when you walk into a place of business and you see a clover device and you know, I'll always ask them, Are they happy with it? I'll tell them that I work, you know, with the company or for the parent company. And it's interesting, not every story's amazing, but I think what is good is if it is a bad story or it's something that they've been having trouble with, you know, I take their information, I can bring it back to the company and get somebody to help them. So it's You know, it's that I think extra level of service to like sure, we work in events, but I think our job is really how how are we making everything better, right? What's the experience we're giving people? How are you, you know, changing lives, making things better? all of those points I think, you know, are are widely, you know, wrapped up in what we do every day.
Jay Menashe: when you when you talk about events in general, you know, there's a moment when you realized you could do something that no other medium could. You've been doing this, no, you know, and honestly it probably goes back to your days at Disney, i if I had to guess. But what was the moment you realized that events are the medium that really just have such an extraordinary impact and can do something that no other medium can?
Michael Bugno: Yeah, hundred because and I think I mean I learned that very early on. I think, you know, even in college and theater, you you can see when you're on stage or when you're performing the difference that you can make in someone's life, right? With just a show or a character or pieces you pull. And then it really translated into Disney, right? That was the first place where I saw, hey, you could actually do this for a living, right? You could be on stage, which is what they call it at Walt Disney World, and you could be helping a guest with whatever they need or You know, if a bird pooped on someone's shirt, you had the ability to get them a new shirt, you know, from the gift store that they could then wear. So it really was all about these experiences and how you can just go above and beyond to make someone's experience a lot better than you know, what they had even anticipated, you know, and or thought about. so yeah, I think it was it was really early on in my career. And I just tried to tie that into everything I do, whether it's work stuff, whether it's through LinkedIn or any of the other social channels that I do, I really try to tie that thread through everything. you know, whether it's putting a positive spin on something, sharing something that happened. I think all of that, you know, again, is really important in what we do and who we are.
Jay Menashe: No, I I completely agree with you. Did you and this is not one of my questions, but this is an easy one. No, no, no gotcha questions, I promise. Have you read Unreasonable Hospitality?
Michael Bugno: I have not.
Jay Menashe: Put it on your list. it'll speak to your soul, I promise. Like I I read that book cover to cover twice because the first time I did not take notes or underline enough, and I'm like, I have to go back. There's so much that A it you know that's more about like restaurant hospitality, but it speaks to events in such a strong and powerful way. It's like it doesn't take a lot of money to be hospitable to your guest. And an attendee at a show is or an event is a guest. So it's like thinking about in that book specifically talking about like, hey, if you've received a question multiple times, maybe you should automate that as a automate the hospitality aspect or like what's a little moment you can make special, hey, you know all these people are coming to your event or your booth at a show. You have pre-scheduled meetings, make sure you know what they look like. So when they walk up, you can make that direct eye contact like, hey, Bob, welcome to our space. Would love to. I know you have this meeting at 10 17 a.m. Like, let me walk you over there. Because that little feeling, you know, it's probably how people feel in retail stores when you're walking up and like, hey, I actually work for the company. Like, how do you feel about it? And if there's an issue, like I can't even imagine the response. Like, you work for a company that's like tens of thousands of people, and it's like, Hey, this guy, I'm gonna get you the thing you need. And because Disney's the same way. And it's like that kind of hospitality, it really resonates with people. Cause in the end, we're all humans. Like it doesn't matter what you have to know your audience, but at the end of the day, your audience is all just a human being that has the same needs, wants, and desires of everybody else.
Michael Bugno: For sure. And I think you you bring up an interesting piece because I remember early on in my trade show career, very often, you know, people come up to your booth and they ask right away, like, what do you do? And whether it's this company or previous companies, they would ask that question and you know, you'd have your elevator pitch. And I really realized that the scope of what people could do in the industries that I worked in was so vastly different. So I learned very early on to switch the tables and when they walk up and ask that, it's more like how can I help you? You know, and it gets them to explain a little bit about what their needs are or what they're looking for. And then you're able to better direct it. Like I would always say my spiel was, you know, let's say it was Fiserv I would give this pitch and then finally at the end I'd say, and you know, what do you do? And they're like, I work with sewing machines. Like has nothing to do with anything I just talked about, you know, whereas if I had just started off by saying, How can we help you? You know, they share a little bit about their background. Either A, I can direct them, you know, where or how I can help them or get them to where they need to be. And I do ultimately think we've heard this many times before, people love to talk, you know, whether it's about themselves or what they do. So that already makes people at your booth feel a bit more comfortable. You know, they don't feel so trapped where you're talking to them and keeping them and holding them hostage. They're there sharing with you what they do, what they need, and how you can help them.
Jay Menashe: Yeah, no, I think that's a really good way to welcome people to your space or even you know, same line of thinking. It's like what brings you here today? Versus, yeah, because you know, listen, we we coach clients, like, make sure you're qualifying attendees. But you don't want to ever make them feel it's like, sorry, you're a target. You are not a human, you are not my guest. It's like you're my target audience and I will get to the bottom of this information.
Michael Bugno: Hundred percent. And let me scan your badge.
Jay Menashe: So talking of trade shows, we obviously both go to a ton of them. I think a lot of messaging it shows, especially with bigger companies, I will say, it's so generic. It's like we're global cloud based, fintech, blah, blah, blah. It's like if you were to strip every logo off of the booth at your last show, how can people tell you apart? And what's one thing that makes people instantly recognize your brand versus others?
Michael Bugno: That's that is a very interesting question. And ironically, we as a team were talking about this the other day. I I mentioned that we go to quite a few different shows throughout the year. It could be anywhere from hundred, you know, to three hundred. And they vary across the tiers. So tier one are the really top high-end trade shows, tier two, sort of that mid-level, and then tier three are really where you'd have a ten by ten booth or something along those lines. So it's interesting you say that about pulling it away because we We really try to keep the look and feel with what we do similar across the board. And a lot of that stemmed from the pandemic. when we were home, people were posting a lot of different things from what they used to be doing or where they were going. And I noticed that in every photo that folks were showing, the Fiserv booth looked completely different. It was all orange, or there was a lot of black with orange, or there was white with orange, or There was a tablecloth that didn't necessarily match the backdrop or the pull-up banner. and so we sat down with our, we call them Proof Point Studios, which is our in-house agency, and we really talked about what are the basics that every trade show needs, whether it is a pull-up banner, whether it is a tablecloth, whether it is a backdrop, and how do you, regardless of what people are taking out of inventory, how can all those things fit together and look look well together or present well together? Or even in a photograph, right? If people are taking pictures and you're seeing it on LinkedIn. And so we have really spent the last six years since we've been in COVID taking a look at how that all fits together and how things, you know, are reusable, right? So we might step away from the past where there was a ton of verbiage on a pull-up sign. You don't really need all that, right? We sort of talked about if someone's coming up to your booth. And they're interacting with you, you can really share those details. You don't need a pull-up banner that has all of this copy, all of these pictures, et cetera. So ours was really to streamline, and that's really what we've done across the board. And I think you know, you may notice a different level of, hey, if it's a 10 by 10 booth and it's a pop-up, sure, that pop-up backdrop might not look as expensive as you know the 40 by 40 booth that we did that has a hard build in it. So I I think it will fluctuate, but I think. For us, really, when you pull away really any verbiage or logos, a lot of it is done through color. So orange is quite popular with Fiserv we've done black in the past. We've really moved in the last two years to a blue, which is quite refreshing because the orange and the blue go really well together. it really it makes the booth feel a lot more welcoming. Sometimes the black can be a hard color, you know, to pull people in. It it definitely stands out, but I think the the blue brings in a softer feel. along with that orange. And then of course clover, you know, is your green and white. So I think again, those are very grounding colors. We've also done some browns, you know, with that. So I think it feels very relaxing and calming when you come into a space, you know, that has those colors. So really for us, I think the colors are what make a difference and would alert people to who we are if everything else was stripped away.
Jay Menashe: I I like that. I think the colors do make a huge impact on the brand and how people recognize you and knowing that orange is distinctively Fiserv is huge. Because you go to these shows, everything is white and I will say there is obviously a lot of blue out there. If you go to a healthcare show, it's like everything is literally white and blue. And it's like, how do I know anything? Is there any piece of would you say like and and obviously not in the smaller booths but if in your larger builds like the forty by forty, is there any like unique, distinctive architecture you ever go with where it's like even on top of the color, like this is very clearly Fiserv?
Michael Bugno: it really I think it depends on the show, right? if it is something Fiserv based it again it depending on what it is, we can tend to be very meeting heavy. So our booth tends to have a lot of different meeting rooms, and whether they are private meeting rooms, semi-private, I think you know, that's something you'll see an awful lot of. We've recently again started bringing in greenery into the booth, you know, for a very long time. It wasn't something that a previous CMO really wanted. You know, with the brand. But I think again, stuff like that really helps to soften it. So to your point of shapes, like, yes, it might not be, you know, a curved edge, but I think the plants add something. What's really unique about our logo is, you know, the FiServe has a proof point, which is a square. So there are a lot of clearly four hard angles on a square. So for us, we tend to steer clear of a lot of the rounded edges or softer sides of things. Like we keep it very square, if you will, you know, with those those edges. But with Clover, it's a little bit different, right? Clover's the point of sale system, even on the device, they have rounded edges. Our quatre foil has the curved edges, which is, you know, basically the four-leaf clover. So we really have the ability, again, this is where I love what I do. It it's so different. Like I could go to one show and it's bankers, it's suits, it's ties, it's, you know, how are we moving money? And then you're going to a show like the National restaurant association and it's all about these small businesses and how they can generate revenue and, you know, get people in the door and again the curved edges. So it really is like night and day. And I think that's one thing that keeps me very excited about what I do day to day and even year to year.
Jay Menashe: Yeah, there are a couple things I want to touch on. And Lara, I'm gonna remember all of my points on this one. I literally wrote them down so I don't forget. So I mean, well, I will say Fiserv with the squares and those sharp corners, it's probably very helpful for your budget, I will say that. Because anything rounded or or you know, curved is just it adds so much to the budget because you know, it's obviously harder. but then you started talking about Clover. I'm like, Well, there goes my whole entire argument out the door. NRA, this isn't really a point I'm gonna make. Have you gone to the restaurant show at a national restaurant show?
Michael Bugno: Yes, several times.
Jay Menashe: I think it's the best cocktail hour in the entire world. It's my favorite show to go to and I don't eat for like the entire time I'm there because I just walk around like, I'll try this and I'll try this. so not really a point to make, but I was just I was curious if it within like fifteen minutes I'm like, I think I'm done eating for the next two days.
Michael Bugno: But then fifteen minutes later you're eating a hot dog from Nathan's, like on the show floor, so
Jay Menashe: Yeah. I mean they have that that snap and the the hot mutton you know, New York style deli mustard. I how can I not? I'm also going to a show next week, the National Association of Convenience Stores. So I will get my fair share of sweets and snacks and all the everything in between.
Michael Bugno: That is talk about food. That show is crazy. That I think that's even more than the National Restaurant Association. I mean, there is food everywhere for that. Food, candy, you name it.
Jay Menashe: Yes. literally everything. You know, walk into a seven eleven, every brand you see on the shelves is exhibiting at this this conference. So you know, we talked about this earlier in and it's kind of like the Disney effect, you know, as much as you're designing these experiences for tens of thousands of people and millions in the Disney case, you also want to focus on that individual person that's coming to your space, coming to your event. How do you how do you differentiate? How do you design for an individual in in those types of scenarios?
Michael Bugno: again, I think it relates to what the show is about, right? If you're thinking about, you know, a Clover show and we're talking about small business, it's really understanding what they need. So if that's through whether it's a demo or the point of sale that we're showing or again, you know, our platform with Clover very much reminds me of like an iPhone, right? There's different apps that you can add to it. So it's really doing a deeper dive with an individual to understand what they need for their business. And then how they can customize Clover, you know, for their needs. I think that's the part that's really special, right? Like it's still kind of what we talked about a bit earlier, where you're really bringing someone in, trying to understand what their needs are, you know, before trying to provide a solution for them, right? And really making sure it's right fit for them or for you know the business that they're currently working in. And then what also what their goals are, right? We talked about How you may have one ice cream shop, but your goal in the future is to have six. So if I know that up front, it's so much easier for me to have a conversation about how Clover can help you right now, like today in Jay's world, but then also be there to help you six years from now, you know, when you grow your business to six different stores or six different shops, et cetera. So I think to me that's where it gets into the personal journey, right? It's really understanding why you got into. this business in the first place, right? Why you are a small business owner, what your business is, and what your plans are. You know, so and I think most people that go into small businesses have a good, a fair amount of that understanding up front, right? Like they know the money that they've already had to invest in it, you know, whether they have staff or they don't have staff, how do they handle it? You know, and sometimes too, small business folks aren't great at everything, right? If you're not good with your taxes, There's an app on Clover, Davo Tax, that can help you manage all that, right? So you can really be good at what you're good at. So if Jay's great with making ice cream flavors, you know, a new ice cream, the latest and greatest, he doesn't have to worry about the tax, you know, whether it's April fourteenth or fifteenth or, you know, what have you, right? It will help you throughout your career with what you're doing.
Jay Menashe: See, for you, you're a naturally curious person and you but you can't have every conversation in the space. Is there anything you're doing? Is there a training you're doing for the the people that are staffing the space? Do you have a script for them? Like how do you make sure that everybody that's working in the space is doing doing it just like that?
Michael Bugno: Yeah, we definitely, I think any organization, have a lot of pre calls, to the show. And we talk a lot about what we do, right? It's everything from the hanging sign and the physical booth to the speaking opportunities that we might have to different competitors that are on the show floor, right? I think a lot of that is very key too, you know, making sure you're in front of sales, talking with them about what's going on, right? What's the differentiator of why Clover is better than some of the other companies that are out there, right? How do we help? small businesses. I think you know, talked about this at the very beginning, but we're a company that has forty plus thousand, you know, folks at it. We also have this point of sale system. It's probably very difficult for a company like us to go out of business. Not that it wouldn't, but you're really getting a company that can come to Fiserv or Clover and stay with you, you know, on Infinitum, right? Like you don't have to change. There's some small businesses or some companies that only focus on point of sale and that's All they do, right? We have so many steps in the process where we can help that small business owner. So I think again, helping those sales folks and those people that are on your booth, whether it's product experts that are coming to the show, I think helping them all understand what's going into the show. And then the different places where, you know, we're being spotlit throughout that journey, right? Again, if it is a keynote, if it is a speaking opportunity, if it is, you know, a smaller stage that we're doing some type of demo on, are we meeting with clients that are there, right? Engaging, you know, it's not just about the net new, right? We were talking about scanning badges. You're also at these shows seeing clients or folks that you currently work with, right? So sometimes, you know, we're trying to figure out how to better help them with what they're doing, right? It's not just about the net new. So again, I think, you know, it's interesting the differences that are seen at all the different trade shows we go to.
Jay Menashe: Yeah, I think that the event lead up that you're talking about, I know you say every company does it or most companies you'd be surprised. You'd be surprised how many companies show up and it's like, so what's your objective for this conference? you know, we just come here every year. So that I think that lead up and hearing how you're working with your team and the sales team and getting everybody aligned on this specific audience for the event you're going to I mean that's something I think people will take away from this and be like, yeah, you know, I really need to come up with this like what is the three to four week plan or six week plan leading up to an event and how are we getting everybody on the same page?
Michael Bugno: Sure. Yeah. And I think, you know, there's a lot too with social media, the email blasts, you know, all those different campaigns. So we do, you know, we'll keep it all in a playbook that we present, you know, on each of the meetings, but it it does. It really starts with exactly what you're talking about. What are the goals and objectives? You know, who is the senior leader that's on point, you know, to help bring everyone together, right? I think all those key pieces are very important. Making sure that everyone is driving towards the same goal, you know, ultimately is what is really important.
Jay Menashe: Yeah, no, no very well said. So we talk about how money is spent, we talk about how we prep for shows, you know, you've obviously been a part of a lot of events that are six figures, maybe even seven figures, and you really come out of it and you're like, Wow, I don't remember anything that really came out of this moment. Now, where do you think you would take those moments specifically and maybe reinvest it differently? Like how would you think about that? And in in those and I don't want you to talk about you've been to a ton of events, whether it's a six figure event, a seven figure event, and you leave that event feeling like I have no idea what just happened, where's the memorable moment from this thing, what are we getting out of it? When you look back at an event and you don't need to specify anyone in particular, we don't need to throw anybody under the bus. you know, how would you have rethought an event where you don't know what happened or why and reinvested differently?
Michael Bugno: I it's an interesting question. And I think over the years, what I found with investment, because listen, there's some trade shows that you just need to be seen on the trade show floor, right? So you're going to do the booth. Is it always worth it? Probably not. You know, do you want to do it? Probably not. But you know, it is what it is, right? And so you still want your brand out there. I've really seen over the years the places where we've had the ability to influence are when you do those special one-off events. So to your point. at a trade show, everybody's got Tchotchkes at the booth, everybody's doing, the same type of thing. They're all scanning badges. So really when you do those events that are off site, you know, whether it's an evening event, a dinner, a cocktail hour, I I think I've seen the best success with that because it really gives you the opportunity to engage more. Like even when you and I were on the trade show floor and talking. We were talking for a few minutes, but then somebody came up and I had to handle the guests. Like there just isn't that time to really get to know one another. so I feel like at those evening events, you really have that time. If you're at a table eating dinner, even better, right? Because you can share a lot more stories, you can engage a bit more. Cocktail hours are great too. You know, sometimes you don't want to have people quote unquote stuck, you know, talking to you for an hour, hour and a half. So I think those cocktails make it really easy to be able to engage. get to know people, share quick stories, tidbits, and to your point, I think make those memorable experiences, right? If I remember that you told me about your daughter and that she does cheer, that's something that I can lock away. And next time I talk to Jay, I can ask how all that's going, right? So I think there's those small pieces that when you have the time to engage with someone and get to know them better, it really turns into a home run, I think, you know, overall.
Jay Menashe: Yeah, I think that's a really good point. Especially, you know, you're collecting dots over time and you have to connect those in the future. And I think that's a really powerful part of events. You know, and I'm gonna point back to unreasonable hospitality. He talks about that. It's like leading up to a reservation at eleven Madison Park, which, you know, was the top rated restaurant in the world for five years. It's like, do research on your guests. You know, they're about to spend thousands of dollars on this dinner and Maybe you should know something about them. And one of the things he talked about is like, hey, when they get here, ask them how they got here. Cause if they're paying for a meter, we don't want them to have to get up in the middle of the meal to go refill that meter. We'll take care of it for them. Like little things like that. And that's why it's like when I bring it back to what we do, and I'm like, wow, we don't only get moments with these people, especially like clients for us. It's like we have months and years to get to know these people. So it's like I almost have like a little black book of like, ooh, let me write these things down. I've actually started sending out a client onboarding form where it's like, let me know your snacks, let me know your favorite drinks, and then obviously like the importance of like, hey, if I need to get a hold of you without harassing you, what's an easy way to do that? You know, it's like so it's like to your point though, talking about how you're interacting with attendees and like getting to know these little things, everybody wants to point to like what's the value in this investment that we're getting. The reality is it's never just the one event. It's how it fits into the larger sales process for any organization where it's like, yeah, we met them at this event, we got to know a little bit more about them. Then, this email went out and they open it and they click the link. and then they join this webinar and then they came to this next event. And you have these like seven different touch points that don't happen without the events, and we got to collect all of this information. It's like, so yes, the half a million dollars we spent on that event, I can't point directly to the sale that came from it or the opportunity that came from it, but it was clearly a part of it. I think you
Michael Bugno: Just a hundred percent nailed it. I mean, it is those touch points. you know, I was even gonna say the dinners and all that is fun. Recently in the past probably two to three years, we've been doing a lot more with sporting events. So, you know, we were in San Diego and we went and took everyone to a Padres game. And then we were able to not only give them the game day experience, but then we were able to take them back, I'll call it backstage for a private tour, but they got to see the locker rooms and different components. There's a batting cage that's, you know. There at the stadium. And so I think, again, all those different touch points and pieces are cool. And I I think again, you nailed it with what you said, because it's not only the experience, but I think it's learning those things where you talked about the candy. We've even tried to take it a step further where you know if people are very passionate about the schools, colleges, or universities they went to, right? Getting to know or understand that. and whether it's donating, you know, to the school they went to in honor of. you know, that person or it's getting them some type of memorabilia, whether it's a t shirt or a ball cap or whatever it is. I think all of those small things, you know, matter, right? It doesn't have to be something huge, but it's the little things that let people know you're thinking of them, you care about them, you know, what they said to you mattered, all of it. Yeah.
Jay Menashe: Thoughtfulness goes a really long way and it doesn't have to be expensive. So, all right. And I know we only have a little time left because you have a meeting, and but we're up to our last question. We've we made it. And this is a pie in the sky, you know, if you could do whatever you wanted, basically. But if there's if there's one element of how our brand approaches live events, pick your type of live event from scratch. Money is no issue. Like, where would you start?
Michael Bugno: I'll tell you what, I nothing I think brings people together more than music. So I think any way that you can tie in music to what you do, there's just something about it. It doesn't matter what genre, like people are just drawn generally to that. And I've always seen whether, you know, we're at large trade shows, we put on a show at Fiserv called Forum, where we always have some sort of entertainment that comes. It just it really is a way of bringing people together in a relaxing environment. Again, you know, because you don't have to worry about talking about work during that, right? People are there genuinely listening and enjoying it. so I think hands down, you know, I'd love to have a lot of money, right? 'Cause the better the better the star, the band, whoever it is, you know, I I think the better. But I I really do think in anything you do, pulling in music is uber helpful to to really making it a a full home run.
Jay Menashe: Well, and depending on your audience and I think specifically for Fiserv, it's like you can go old school and actually make more with your budget. Cause it's like, my wife at an event, this is got this is actually right before the pandemic, this is February of twenty twenty. And I I don't often get to go to her events. This is when she was still it was when T D Ameritrade was acquired by Schwab and it was the last T D user conference that they did, I think at least. And they brought an OAR and it's like this is obviously not some like huge band. But I could not have been more excited to be there. And I've seen them live in concert. I actually saw them, I'm gonna forget the name of the venue. Great, awesome venue in LA when I lived out there. House of Blues, that's what it was. And it felt like it was like me and a hundred of my closest friends at that venue. Now I'm 10X that when you do it at a conference, and I'm like as close to the screen now as I was to this band. And it was like, yeah, you don't forget those things. I'm talking about this six years later, and I wasn't their audience, but you I got thankfully got to go in there. So what you're talking about, I think that yeah, no, I think music brings people together. It's th it's those type of experiences like I never would have gotten this on my own without this company creating this for me.
Michael Bugno: And and it's cool, like it's you bring up another good point because I always love going to it and and sort of watching people. Like you you know, during the day you see these folks in their I'll call it banker outfit, right? They're wearing their suits, ties, their high heels, and then at night they're just living their best life. Like you see who is right up at the front of the stage, like jumping up and down. I mean, it tells you a lot about people and who they are and what they love. And I think it's just so cool to see, whether it's a I don't know if it's a polar opposite, but it's kind of cool to see that they have the daytime, you know, banker in them, but then this like free spirit, fun loving, you know, person in the evening. So it really I think shows you a lot about people and and what they like.
Jay Menashe: Yeah, and I'll close it with this note. I'm a sports guy. So music doesn't make it to my soul. Although it does, I shouldn't say that. I enjoy a good concert. but yeah, any kind of cool sporting experience I'm like, you know, for me it's like the just like over the top the greatest thing. I will actually go to random sporting events. I don't even care who's playing it if I'm in a city and the team is playing. I you brought up the Padres, I was in San Diego a few weeks ago. I'm like, well I got nothing to do tonight. I'm flying in the morning. Yeah, let me just go catch a few innings of the game and then go home.
Michael Bugno: Park is beautiful. It really is. Yeah. San Diego is beautiful.
Jay Menashe: I mean California in general. It's like, you know, born and raised in the northeast. I love it here. I belong here. This is where I my heart and soul are. But my three years in LA was like this weather can't be managed. Can't beat it. Yeah. For sure. Yeah. Well, Michael, I think you've said it all. I appreciate you coming on the show and joining us. Is there anywhere people can find you if they want to reach get a hold of you?
Michael Bugno: Yeah, certainly reach out to me on LinkedIn. I'm definitely on there. So I think that's probably the best place. And you know, if you have questions or anything I can help with, I'm happy to do so. And it was really great to be here. So thanks for having me.
Jay Menashe: Course. Thank you.
Michael Bugno: Right. Take care.
Jay Menashe: If you walked away with one thing you'll use, we did our job today. Event Experience Experts drops every week. Subscribe wherever you listen to podcasts and check us out on YouTube if you want to watch. I'm Jay Menashe See you next time.
