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Branded at Podfest: Conference Expo Booth Tips and Tricks
Episode 3523rd January 2024 • Branded • Larry Roberts & Sara Lohse
00:00:00 00:23:28

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Welcome back to Branded: your comprehensive guide to creative branding. We are only two days away from Podfest and have been planning non-stop for the event for weeks. This year, Branded will have a booth in the expo hall for the first time and we're so excited to turn our space into an experience.

As we get ready, we're sharing insights from our past expo hall experiences, the plan for this event, and some crucial tips we've learned to help make the sponsorship effective and profitable.

Larry shares his sub-par booth set ups from the pre-Branded days and we reflect on the success of the Friendship Bracelet Booth from the Spark conference. Whether you're a seasoned pro or a first-time exhibitor, this episode is packed with tips to take your conference game to the next level. From planning and logistics to capturing and converting leads, we've got you covered.

If you're planning to attend Podfest 2024 this week, stop by our booth, say hi, and enter our giveaway!

Key Takeaways:

1. Booth Planning and Setup: When preparing for a conference booth, it's essential to carefully plan and set up the space within the given confines. This involves considering the layout, ensuring everything fits, bringing necessary items such as power strips, and ensuring adequate outlets for various equipment.

2. Engaging Experiences: Creating engaging experiences at the booth is essential for attracting and retaining visitors. We discussed how a unique and engaging booth experience, such as a friendship bracelet-making station and photo booth, can lead to more interaction, longer conversations, and building relationships with the audience.

3. Brand Representation: The importance of representing the brand well at a conference was emphasized. Making sure the booth and activities align with the brand's mission and values were highlighted to ensure a meaningful connection with the audience.

4. Lead Generation and Follow-Up: It's critical to plan a lead generation system ahead of time and ensure efficient follow-up after the event. Techniques like using photo booth apps to gather email addresses and sending information to the attendees' email addresses post-event were discussed.

5. Attention to Detail: The episode emphasized the significance of addressing small details, such as planning ahead for collateral, shipping timelines, and the need to make the booth's overall aesthetic, including the branding and taglines, consistent and appealing.

[embed]https://www.youtube.com/watch?v=po38QDxwepI[/embed]

Transcripts

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What is happening, everybody? I'm Larry Roberts. And I'm

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Sara Lohse, and this is Branded: your comprehensive guide to creative branding.

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And on this episode of the podcast, we're gonna talk

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about something to, take a little close to home because Sara and

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I are getting ready to go to a conference, And we're making sure that we

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have everything that we need in order to represent our

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brand in our booth properly at this

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conference. Yeah. So we are gonna be in the expo hall

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at Podfest, and This is only the 2nd time,

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together that we've done this, now we've had our own booth, and there's

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a lot more that goes into it than either of

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us really thought, and it's kind of

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overwhelming. Oh, it can easily be overwhelming.

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And, I mean, let's just be honest. I was resistant to even having a

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booth at Podfest, and I'll put that out there.

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And the reason for that is because it is. It's

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so overwhelming. There's so much more to just

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representing your brand and your business If you're presenting at a

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conference, it's man, you know, because I I've been to a a ton of

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conferences, and I've had booths that more than Sometimes when you're

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a speaker at a conference, they just give you a booth. And I'm like, oh,

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thanks. That's sweet. And then I try to represent my

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brand At that conference where I'm speaking and

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well, I've I've come up short a couple times. What did you used to

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do? I mean, I have I have 2 retractable banners. The

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the and typically, banners come in what? I don't know. They're 3 feet wide or

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something like that that retract. And I I that's what I have

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now. I have 2 3 foot retractable banners,

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but I think the first time that I did it was I mean, I went

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all out. I was like, okay. I gotta go cat daddy here. So I went

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to a local sign company here in town, and I said, look, I need

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something for an 8 by 8 booth, and they

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built me out this massive it was curved, and it had

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this, Like, pillowcase type cover on it that had my brand, and it

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was kinda like a step and repeat banner where you saw my brand repeated multiple

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times on the banner. And it would had all this pipe that you had to

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put together in a framework, and it was it it it

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it it was crazy. And so I put that together, But then what

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else do I have? I I didn't really have anything. I didn't have any, like,

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information cards or any pamphlets or any brochures. So I had

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this nice fancy thing behind me, but I I didn't have anything on

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the table. Oh, how times have changed.

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So the first the first time we that you and I did this together,

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there was no barely, like, room on the table for

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information because we turned our booth into a friendship bracelet

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making station. Dude, and I still who was I talking to? I was

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literally at a, A Lohse networking event just yesterday here in

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Dallas, and I was talking to a fellow podcast production

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company. And I was telling her about our experience there.

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Virginia? It was Virginia. Virginia Elder is her name, and Virginia

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and I, we both belong to the EWomen's Network here in Dallas, and we

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had our monthly meeting. So we hung out yesterday, and we were talking

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about it. And I was telling her I said, yeah. We have a booth at

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Podfest because she's gonna be a Podfest also. And I said, but, man, I I

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I'll tell you, I I had to just turn it over to Sara and let

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her run with it because, you know, we we did the SPARC

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Christian Media Conference. I don't know. It's been a few months now.

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And and we've talked about it on the podcast. You came up with that idea

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idea to have a friendship bracelet Making station,

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and I thought it was the most ridiculous thing I ever heard of in my

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life. And I was like, this is so dumb. And I'll tell you, it was

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the most successful booth that I've ever been a part of. And it was

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successful in the fact that it just had so much engagement

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and so many people came to the booth, and not just came to the booth,

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But they hung out, and we got to know these people. We got to interact

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with these people, and we got to have these lengthy conversations and really

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engage and build relationships with the people that came to our

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table, and that's absolutely critical if you want to

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also build your brand going forward. And, yeah, that was the 1st time

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that I personally planned a booth for an event. Like,

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I've represented other companies at their booths, and They

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handled everything, and I just showed up. They needed a body. But that was my

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first time, and I remember just, like,

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Thinking about all of the conferences I've been to and

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how impersonal every booth was,

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And they all have the same giveaways. They're all these

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mass produced little toys that end up getting thrown out or

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you're like, why did I even take this? You thought it was super cool at

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the moment, then you're like, oh, I don't even wanna put this in my bag.

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And I just didn't wanna be part of that. I'm like, why?

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It's just so mass produced, and

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I just wanted something to be different. And when you're coming up with your

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idea for your booth and how you can be different, you really

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wanna think about what your brand is and what your brand represents.

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Because for that one, like, our brand was Branded, and we're Right. Where

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Our whole idea is to spread, like, your brand.

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So with the bracelet, it was instead of giving you something

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With our brand on it that you're just gonna throw out, let's make let you

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make something yourself, which means you gotta spend time at our booth, but

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it's with your brand on it. So it kind of went

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directly into our whole mission of spreading your

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brand. P I I didn't expect people to actually pick up on that as much

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as they did, which was kinda cool. Like I think too it

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was so cool because we provided value. You know? We we we, they literally

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came to our booth, And they walked away with something that they felt

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was valuable, and a lot of that had to do with the fact they put

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their selves into The giveaway, you know, which was the bracelets.

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So we had people that were coming there, and they were making bracelets for their

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Branded, for their podcasts. And what I thought was really the

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coolest thing is for, like, their grandkids. That's where I was going. That was what

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was so cool is that, like, this is the coolest thing ever. They came

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back multiple times, and, I mean, some people spent a lot of time in

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her booth making multiple bracelets, and they were giving them to their

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grandkids and their children. And I just thought that was so

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amazing to see that that we were able to

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provide not only awareness for our brand But

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provide something that people found value in, and I think that's what's

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so different than, like, you were alluding to, Sara. You were talking about the booths

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that, You know? Yeah. You get a a a a foam ball, you know, stress

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ball or something or or whatever it may be. It's nowadays, you get what? You

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get a you get a a 2 gigabyte, memory card or some you know

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what I mean? It's just Mhmm. You just get silly stuff that we end up

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throwing to the side and we never even use. But I will

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guarantee you that the ladies that came by our booth and they made

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those bracelets for their grandkids, guess what? They've been worn.

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They've been worn. They were gifted, and they thought about

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you and maybe they even thought about me a little bit too while they were

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giving those bracelets to their grandchildren, and

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that just takes your brand value to the next level.

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Yeah. So then, Well, fast forward to

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now we're a couple days away from Podfest. And

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while that was a great idea and we Lohse doing it, I still have Plenty.

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We could do it again easily, but you

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also have to tailor your, your

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booth and your ideas to your audience. We put a lot of thought into

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what we were gonna do for that event based on the audience that was

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there, But Podfest is a different audience, so we wanted to

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do something a little more exciting. Yeah. Like, a little less

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sit down and Put, like make this little bracelet,

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like, what can we do that's engaging on a more,

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like, I don't know, like, higher energy Kinda way because

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Podfest is far more like of a kind of like a party conference.

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Yeah. Yeah. The spark, spark conference for spark media is you know, it's

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kind of a a family feel. It's got a fat appeal, and

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the demographic is probably 98% female. And

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and so we we we I say we. You created that that

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booth that that really catered to that particular

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audience, and you did an amazing job there by doing that. But Podfest,

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it's it's probably 5050, male, female, and, the age

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range is it's anywhere from 18 to 80.

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So you've got a wider range of people that you're gonna be dealing with,

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but also at the same time, it's literally a

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multiple day party. I mean, everybody there is just partying,

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talking about their podcast, being excited to be around other podcasters,

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and, honestly, this year for Podfest, it's next level.

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The the numbers for the attendees are through the roof for Podfest. It's the

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10th anniversary. It's a big deal. It's the 10th anniversary, and it's just

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gonna be one big, And I, actually, I think the theme is a nineties party

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throughout the entire event. So, you know, you're right. We had to come up with

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something that was a little more exciting than, And and that sounds condescending. We

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had to just a different perspective Yeah. Than than doing a

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graceful station. Yeah. Different vibe. There we go. Yeah. So are you gonna tell them

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what we're doing, or am I? Oh, go ahead. This again and and here,

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I I wanna stress, folks, And this

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goes back into how you really address your

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brand and your business at conferences, and that's really what this whole episode is

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about. And I have not done a good job over the

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years of representing my business well in a conference

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environment. No. I think I do a fine job from the stage

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and and and networking and and being in the mix. But if I have a

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booth, Yeah. It's just, hey. Here's the brand name, and here's a business

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card on on a 6 foot long table. There's just not much going

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on, But Sara has once again constructed an amazing,

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experience, and I think that's what you need. I think you need an experience for

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people to to really remember You and your booth had Branded a bit. So

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tell us about the experience this year. I'm excited. So our booth is

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actually gonna be a photo booth, and We have a

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giant inflatable backdrop that is lights up,

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and we have all these lights and inflatables and Balloons

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and all of this. It's gonna be really colorful, really,

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like, really Podfest. And It ties

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into our brand because, again, we're trying

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to give you something that's personal to you and your Branded, But

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the photos that are taken at our booth will have the branded

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Lohse, but we recently almost rebranded

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Because we used to have a different tagline and it was building better brands

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through podcasts. And because our logo

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is a bunch of stickers. At least that's what it's supposed to look like. We

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kinda changed that tagline to be more of a pun because

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me. And You have the pun queen. It's

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building brands that stick. So the I I

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have a printer that's gonna print out the photos taken at the

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booth onto little 2 by 3 inch sticker paper.

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So you get to make yourself into a sticker from our

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booth, and I'm it's such a multilayered

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pun. I'm I

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Multi layered like the sticker logo Like the sticker of our logo.

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Yes. Yeah. Yeah. Yeah. Yeah. There is it. I am so

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excited purely for the pun that is

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ingrained in this idea. See, folks,

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But when I talk to Sara You should. I'm afraid. Yes. But I I have

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to weed through. I have to I have to make my way through

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All the layers and layers of puns that she has

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laid laid out there for me. There's there's been times where I'll text

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you a question, and I have to follow it up with Actual question, not

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a riddle. Yeah. A 100%. Like, how do I

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answer this? I'm not sure what she there's there's gonna be a punch line,

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But, no, there's no punch line as well. I like, it's more

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it's more often a punch line than not. So I actually instead of

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like, hey. I have a riddle. It's like, hey. I have an actual question. Right.

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Right. Like, that's what I have to specify, which honestly is fine, and

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you are lucky to be able to enjoy them. Oh, well, thank you for

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emphasizing how lucky I am. I sometimes I lose sight of that. Like, right

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now, I've I've forgot how lucky I was to have you

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as my cohost. And after this, the podcast is canceled.

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So going like, with when you think

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about, like, the idea that you're gonna go with, you also have to Think about

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the little details, and that's where it gets overwhelming. Like, coming up with the

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idea is the fun part, but then it gets overwhelming because you

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have to put all of the details together.

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So there are a few things that, like, we thought of Lohse like, oh, thank

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god we thought of this. Because if we didn't, we would have

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been Kinda screwed at the time. But for me, the one

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that stands out is I'm bringing one of those, like, surge

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protector power strips. Yeah. Because we when you you

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get, like, outlets for your booth, but it's usually just, like, 1 or 2

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outlets. And we have a lot of stuff that has to plug in. The

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The, backdrop itself, it has to be plugged in twice. Once for the power,

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once for the lights. We have the iPad for the photo booth that

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has to be charged. We have the printer that has to be charged. The lights,

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like, everything needs to get plugged in. 4 different lights that we're using. Mhmm.

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I mean, there's There's so much, and, I mean, I think that's a that's a

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a a great point that you make there. It's so easy to overlook

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some of the things that you will need. And, you know, when we were planning

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the booth, one of the things that we had to do too was make sure

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that the the inflatable backdrop that we ended up buying would even fit

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within the booth. Yeah. So, Typically, you have a very confined space,

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and a lot of times it's 10 by 10 or maybe a 5 by 5

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area where you can set up your booth. And we have a 10 by 10

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here at Podfest, So we had to make sure that whatever we're doing stayed within

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the confines of that space. And that's We were in Canva

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making, like, a floor plan. We we literally Yeah. Like

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Yeah. To scale, how big is each thing so that we can

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make sure, like, that everything is going to fit. There'll

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be room for people to be walking in and out to take their photos. Like,

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everything we had to plan out or else we were gonna there, and

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we get kicked out because we're taking up 3 booths. Right.

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We had we even had we had to pivot. We had a much bigger

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idea at first, but we're just like, this one might even

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be a fire code violation. So There was so

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much that we had to really put that thought into because if you didn't

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plan it right, it would not have worked. Yeah. We also we still don't know

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if it's going to work. We'll find out. We'll have to We're we're hoping. You

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know? And, honestly, just this morning, I went and I shipped some of our stuff

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out, to to be at the event, just before we started recording here,

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and That's something else that you have to take into account. How are you going

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to get everything that you need to the venue? I mean,

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we're both in Texas, and the event is in Florida. Sara, I

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know you put together an entire suitcase just

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to lug along everything that we need for the

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booth. What I shipped this morning was the banners. We have banners as

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well. So I shipped those off. You're bringing those in a suitcase.

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There's probably gonna be some other things that we have to Run to Kinko's or

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run to FedEx for. When we get there, we go, ah. Oh, yeah. The last

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conference, we were running over to Office Depot getting stuff Branded. And

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Yeah. We did that at Sparky, but, yeah, we did. That's the

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one. Yeah. That's so funny. We did because we still and that was that's something

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else that you have to consider. If I remember right, we were printing off,

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flyers with QR codes on them Yeah. So people could scan the QR code and

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and reach out. That's questions that you have to ask. How are

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people going to follow-up with you? How are you going to capture

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people's information Mhmm. That comes to your booth? You know, having a

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booth is great, but now you have to start thinking, this is awesome. I

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have a ton of people coming here, but how do I Leverage this

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because booths aren't free. They're actually very freaking

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expensive. So how do you overcome the cost of having a

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booth and get that return on that investment. So that's

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absolutely critical when you start take thinking about the approach that you're going to take

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to not only capture leads, but then convert those leads into clients.

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Yeah. And you definitely wanna be thinking, like I think one of the worst

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mistakes you can make as far as, like, a lead generation

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from these booths is relying on them to reach out to

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you. When you're, like, when you're an attendee like, for us, our booth

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is the only booth we have to worry about. This is just we have 1

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booth, and that is it. But attendees, they got dozens, and they're

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walking through and they're being bombarded with brand messages and sales

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messages and all of this different stuff. So even though they might say,

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like, okay. I I'm interested in every single booth here. They're not

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going to reach out to every single booth here, And they might not reach out

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to any. They might just be caught up in the moment. Like, oh my god.

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I love this. Then get home and realize, like, oh, I don't need any of

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this. So Make sure that you have it set

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up so that you are the 1 in control. You're the one that

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has that power to reach out to the attendees instead of the

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other way around. And that's all just goes

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into how you set up, like, your lead generation system for the

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event. So ours is multistep. We have a few different

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ones. For the photo booth, we're using an app that to

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get the photo that you took, you need to give us email address, and then

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the photo gets emailed to you, or we can print it on the spot or

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send it to you another way. But we're also doing

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Giveaways. So anytime some, booth has those, like, fishbowl giveaways,

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that's because they're trying to get your business card so they have your information.

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We'll have stuff like that and different, like, QR codes you can

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scan to so that we will send you more information. So instead of

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walking away with a flyer that is gonna get lost in your bag

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or torn or thrown out, we are sending you the

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information to your email once you're already home and settled

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and you've, like you're actually taking the time to go through

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those follow ups and get back into Well and I think that's absolutely critical. It

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it's kinda like networking Lohse, but networking on steroids. How many

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times do we go to networking events? We get We get business cards. We get

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contact information, and we wait for them to

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contact us. But That's that's not what you could do with a booth.

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You have to if you capture this information and you have their contact

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information, you gotta make sure that you follow-up, and that's absolutely

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critical to getting that initial return on that investment for for

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even buying that booth in the 1st place. So make sure that you take the

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time to follow-up, Make sure you take the time to organize the leads that

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you have, and also make sure that you you take the time to make that

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funnel as simple as possible. You wanna

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get your individual's information, and you wanna make it so that you can follow-up

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very, very easily so that you have an opportunity to make some sales for this

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Another point I really wanna make is to make sure that you're planning all of

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this ahead of time because things have to ship. And,

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like, Larry, you just shipped banners out a week in advance to make

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sure that they get to the event center on time. We ordered like Like I

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said, we kind of rebranded. We got a new tagline, and our tagline was

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on everything. So Yeah. I ordered a new table

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runner to have the correct tagline. And I don't know if

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y'all live in Texas, but there's been so there were 3 days

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straight of, like, below freezing, and Texas doesn't know how to deal with that,

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the shipments are getting delayed. And what was supposed to be here on Tuesday with

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plenty of time to make sure it's correct and get it all packed away, it's

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not here yet. And I'm getting really worried that it's not gonna show up,

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and we're gonna we're a Branded company that might show up with the wrong

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branding. So learn from us. Patience Sara and I

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will have later. We'll talk about the show. The old tagline is

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still accurate. It's just Old.

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It's just Oh. We still do build better brands and

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podcasts. We are not gonna go down any path that has to do with being

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old. We're not we're not not going down there at all today. But at least

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it's like we didn't change what we do. We're still building that a brand new

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podcast. It's just I like the one that has the pun. No. Of

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course. Of course. Some of our collateral might be less

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punny than I would prefer because we did

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not order things As early as we should have.

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Well, you know what? Even if they're not punny, the goal is to bring in

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the money. So as long as we do that, it's all good.

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Okay. I do puns. You do random rhymes. We each have our thing.

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I'll drop some bars from time to time. God.

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And, also, for your brand, you always have to make sure you're looking fly

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Yeah. According to Larry's Photo

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shoot, Facebook live event. Yep. That's that's a good one. Absolutely.

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Let him live down. I I caught some heat off of that little, live Real

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that I recorded the other day when I had new headshots taken. But, anyways, that's

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neither here nor there. Hopefully, you got some value out of this. Hopefully, we've we've

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opened your eyes as to what can be done with a booth. And some of

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the things that you gotta consider when you do acquire a booth, you

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know, especially if it's the 1st time or 2, until you get your feet wet,

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you understand Exactly what goes into having a booth

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for your brand at a conference. So,

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hopefully, we'll see you next week. I think this will drop, what, this will drop

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Tuesday. So this week. See you in 2 days. Yeah. So this will drop by

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Tuesday. We'll be at Podfest on Thursday. If you're there, man, we would

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love to say hi, so stop by. But if you found some value in this

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episode, do us a favor. Go ahead and hit that subscribe button so we can

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bring you this awesome information each Each and every week right here.

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Puns. And puns. And some, you know, some bars

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from time to time. Yeah. Oh, with that, I'm Larry Roberts.

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And I'm Sara Lohse, and we'll see you at Podfest.

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