186 – Trade Show Learning for Growth – with Sue Monhait
Solid Learning Fuels Growth!! Sue Monhait is a business owner, podcast host, speaker, coach, and bestselling author who affectionately refers to a group of people as “Gifter-Baker-Crafter-Makers” – people who create beautiful and/or delicious products that they want to share with the world. Sue owns two businesses, including The Ribbon Print Company, which provides custom ribbon printing systems that produce personalized and branded products on-site, and Gift Biz Unwrapped, which offers free and paid business development and growth coaching, including her #1 weekly podcast. We discuss: Experience and learning from many years of trade shows How have you seen the show change? Biggest mistake of the show? How do you tell if a show is a success? Sue’s top tips: For Producers – Provide detailed exhibition procedures as early as possible to make it easy for exhibitors to participate. For exhibitors, plan your major shows throughout the year and book them in advance to get the best spots. Then, if…
187 – Perfect Pairings 10 – More Food and Wine Brands –
Food and wine entertainment consultant and keynote speaker Michael Green teams up with Jim Cermak to present another episode of Perfect Match – Events, Food and Wine! Episode 10 – Doing More with Food and Wine Combining products and services with specific food and wine – incredible! How to use food and beverage to be not only innovative, but also more sticky and memorable and more!! Also…you must take 2 minutes to watch Michael Green’s promotional video at www.michaelgreen.com Get the Trade Show University email newsletter for weekly tips, tools, and expert advice to maximize the ROI of your next trade show or event—all for free! About the author JimJim Cermak has over 30 years of experience exhibiting, planning and operating trade shows. As a professional trainer, he helps companies transform their performance at trade shows, expositions, events and conferences.
188 – 9 Common Trade Show Mistakes That Can Reduce Profits
There are some common mistakes I see at nearly every trade show that cost a company its bottom line and ROI. Here are nine of the mistakes I see most often (plus one more): No goals set – Saying you want to get as many leads as possible is not a goal. You have to have goals or you’ll never know if your show is a success! Not training your staff on how to run a show – Many companies train their employees on their products, services, promotional items to give away, etc. But what makes a difference is training them on how to run a trade show by interacting with the audience! Wait until you go to the show to fill your calendar – There are dinner and meeting opportunities for everyone when you are at the show. Don’t wait to schedule an appointment to meet with your most promising prospects! Make an appointment in advance! Skipping social events…
189 – Be brave to say no! How to go from more no to more yes! Together with Andrea
Andrea Waltz is the co-founder of Courage Crafters, Inc. and co-author of the bestselling book, “No! Yes is the destination, and No is how you get there.” For nearly two decades, Andrea has been teaching people from nearly every walk of life how to think and feel differently about failure, rejection, and the word “no” in order to achieve their goals and dreams. We discuss: Dealing with the Fear of Rejection in Sales, Trade Shows and Expos How does the fear of rejection affect the trade show industry? Where does it appear? What can people do to better deal with the fear of rejection at trade shows? Top Tips for Our Audience (Trade Show Producers, Planners, Sponsors and Exhibitors) Andrea’s key takeaways: Be brave enough to connect and be the one to initiate and build relationships Any fear is a fleeting feeling, but the results of your efforts will have a lasting impact on you. Free Assessment Quiz from Andrea!…
190 – How to successfully obtain sponsors – Roberta
Roberta Vigilance teaches event planners how to find sponsors for their events and is the author of How to Successfully Find Sponsors. Roberta needed money to host events so she taught herself how to find sponsors, and from that point on she started an event planning company teaching others how to find local to corporate sponsors. We discuss: Learn about event sponsorship Different expectations from sponsors Evaluation Sponsorship Measuring sponsorship outcomes Roberta’s key takeaways: Understand event sponsorships so they can achieve consensus and accelerate success. Write clear and concise sponsorship proposals so sponsors can quickly see the value. Contact Roberta Vigilance: About the author JimJim Cermak has over 30 years of experience exhibiting, planning and operating trade shows. As a professional trainer, he helps companies transform their performance at trade shows, expositions, events and conferences.
191 – Pro Tip 7 – Use your phone effectively at home
Trade Show Pro Tip #7 looks at how to effectively use your phone, Android or iPhone, at a trade show booth! Normally I tell people to put their phones away - and that's still good advice! But today I'm giving you a few reasons and situations to pull out your phone and use it for better results! Photograph...can use your booth for email tracking, social media, and more. …research what your competitors are doing. ...the displays of other booths at the exhibition can inspire you to improve your display ...and attendees of your booth can share it on social media! ...all important trade fair documents and contracts so they are always available when needed. Shooting Video…capture customer reviews in real time! When someone raves about your product or service, ask them if they’d like to say it again, then shoot a video review! …live on your social media channels …quick follow-up video after talking to someone at the booth Use…
192 – Tips for connecting with no-shows!
Food and wine entertainment consultant and keynote speaker Michael Green teams up with Jim Cermak to present another episode of Perfect Match – Events, Food and Wine! Episode 11 – Tips for connecting with no-shows! People sign up to attend your after-get off work dinner, networking event, or even a trade show…but they don’t show up! Don't get discouraged and think the opportunity is lost. Michael and Jim discuss tips and ideas for connecting with these people and turning them into clients! Also…you must take 2 minutes to watch Michael Green’s promotional video at www.michaelgreen.com Get the Trade Show University email newsletter for weekly tips, tools, and expert advice to maximize the ROI of your next trade show or event—all for free! About the author JimJim Cermak has over 30 years of experience exhibiting, planning and operating trade shows. As a professional trainer, he helps companies transform their performance at trade shows, expositions, events and conferences.
193 – Shaping Your Booth Process and Attendee Journey in 2023
One of the most impactful and strategic moves you can make for your trade show in 2023 is to create your booth process! If you’re not familiar with the term “booth flow,” it’s literally what it means – how you keep trade show visitors flowing through your booth. Another way to put it is the “visitor journey”! This is probably the most important thing you can plan and schedule, and it will have the biggest impact on your results! · The reason why the booth process is effective is that it integrates the most critical parts that determine your success or failure at the show. How to attract attendees What information to capture How to capture it What do you want people to take away when they leave your booth? Booth Flow is your game plan! It consists of only three key components: First – Attract attendees to your booth · Second – Capture your key information – What do…
194 – Demand Generation vs. Lead Generation – Vanessa Zangardi
What is the difference between demand generation (which is about generating leads through marketing) and lead generation? Why is it important? What should you focus on? Helping us answer these questions is Vanessa Zangardi of Zangardi Studio! Vanessa is a business owner, a mom, a wife, and she's relentlessly dedicated to teaching people how marketing doesn't have to be scary — and that you can do it, no matter the size of your business. We discuss: What is Demand Gen? What is Lead Gen? How Demand Generation Relates to Current Marketing Trends Why is everyone talking about content? What content should people pay attention to? How can we make content creation easier? Content related to demand generation and current marketing topics You can follow simple steps to meet demand generation while creating impactful content Vanessa’s top tips: You need to focus on creating valuable content. You can do this in several ways - videos, blogs, social media, live trade shows,…
195 – Develop a complete video strategy, content creation and
Most companies aren’t using video to its full potential! Today we’ll discuss the importance of having a complete video strategy, as well as the great content and repurposing opportunities within it. Also joining the podcast is Bill Baraona, founder and video marketing strategist at Flex Media, who has over a decade of experience in video production. This allows him to combine a variety of production styles and marketing strategies with today’s new technologies to deliver effective video content for business owners, marketing and sales teams. We discuss: The importance of developing a complete video strategy before, during, and after the show How to create a variety of content at a trade show to use after the show and create hype for your next trade show. What is a video strategy? How does it differ from your overall marketing strategy? Why is it important to plan ahead of a trade show? What types of content can be generated at trade shows…
196 – There is always a story line – Find the story in your story
Have you ever been to an event, exhibition, or trade show and have completely forgotten what it was all about? In this podcast, we talk about the stories that go into the flow of an event. We talk about plot because there is always a plot thread! Today's guest is Alan Bruhn. Alan is currently the Director of Creative Services for the Corporate Events division of the Production Resource Group. He is the recipient of the IAAPA Brass Ring and Thea Awards. He has over 20 years of experience creating shows and events for Disney Parks Live Entertainment and Disney Events Group in North America, Europe and Asia. Alan has also served as Artistic/Producing Director for 5 theater and opera companies. We discuss: How do you view the evolution of event/exhibition experience? How to maximize impact and retention Why storytelling is so important to the success of your event Alan's top tips: Keep it simple Creating an immersive environment Interaction,…
197 – Tips and predictions from IAEE Expo professionals! Expo!
I attended the IAEE Expo! Expo! 2022 conference in Louisville, Kentucky, and had the opportunity to share some tips and predictions for exhibiting in 2023 with some of the EventProfs there! This episode highlights: About the author JimJim Cermak has over 30 years of experience exhibiting, planning and operating trade shows. As a professional trainer, he helps companies transform their performance at trade shows, expositions, events and conferences.
197 – Tips and predictions from IAEE Expo professionals! Expo!
I attended the IAEE Expo! Expo! 2022 conference in Louisville, Kentucky, and had the opportunity to share some tips and predictions for exhibiting in 2023 with some of the EventProfs there! This episode highlights: About the author JimJim Cermak has over 30 years of experience exhibiting, planning and operating trade shows. As a professional trainer, he helps companies transform their performance at trade shows, expositions, events and conferences.
198 – Customer Focus and UFI Trends to Watch – with Kai
What are you worried about in 2023? What trends should we pay attention to? In this episode, we will focus on customers and discuss the processes, ins and outs of the industry. Kai Hattendorf is today’s podcast guest. Kai is the CEO of UFI (The Global Association of the Exhibition Industry). With UFI active around the world, he spends a lot of time networking with the industry and global stakeholders. He is a highly sought after speaker in the events industry and speaks frequently across the US – recently being named ‘Business Events Strategist of the Year’ by PCMA. We discuss: Kai's top tips: Don’t be distracted by talk of inflation and/or recession – this too shall pass Focus on providing the best experience and results for exhibitors and buyers Kai’s key points: If times are tough, focus on your customers. They will reward you handsomely! Check out UFI - a great source of information and the go-to association for…
199 – Creating a professional and memorable experience
Have you ever been to a haunted house? What was your experience like? In this episode, we talk about haunted houses and the memories they leave us. We have Roger Miller on the show - a special effects makeup artist and improv coach. He is a right brain guy in a left brain world. Roger has a unique background combination of working in the not very exciting health insurance industry and being a special effects makeup artist! Roger has worked on many shows in both the insurance and special effects makeup fields. He draws from both fields to give you great advice and value and how to do things differently in your booth to increase customer engagement and results. We discuss: A deeper experience Haunted House Industry Phased approach: Go and participate Roger's best advice: Identify the right people and then integrate goals Know who your customers are Create a first-hand experience at the exhibition site We need to create…
200 – 12 Reasons Why Trade Shows Are the Best Marketing Tool
If you don’t believe me, please contact me! 1. Quickly contact and screen more target audiences If you are attending the right trade show! Only attend trade shows where your target audience is. Video Training 2. Talk to the same buyers and decision makers as big companies a. If you are a small company in an industry that has several giants, people visiting the giants will walk right past your booth! b. If some of the big retailers are attending the show, then you may have the best chance of catching their attention! 3. Have deep and meaningful conversations Conversations that lead to bookings and sales! With your target audience and beyond. 4. Share your story effectively – Multiple ways! Through visuals, sounds, takeaways and giveaways, QR codes 5. Conduct close competition research – If you’re there, your competitors are probably there too. Go to their booths, take pictures, grab brochures, and see what they have on display. Hey –…
201 – Why Your Event Needs a Crisis Communications Plan –
When you host an event and something unexpected happens, how do you handle the situation? Our guest for this episode is Tessa Drayton. She is the Communications Director of TND Communications and past Chair of the ISRM Trinidad Chapter. She is an experienced communications professional who is also trained and certified in Enterprise Risk and Crisis Management. Ms. Drayton’s goal is to help clients solve their problems and become better communicators. We discuss: What extension workers lack when dealing with crises What types of crises might occur during an event? Tessa’s top tips: Crisis communications isn’t just for natural disasters. Digital media is an effective communication tool that can be utilized effectively to minimize mortality and further damage to a company’s reputation. Tessa’s key points: Develop a crisis communications plan because your brand is your organization’s most valuable asset. Contact Tessa Drayton Get the Trade Show University email newsletter for weekly tips, tools, and expert advice to maximize the ROI…
202 – Women in Motion: Opportunities, Mentoring, and More –
We know there are many more women in the trade show industry than us. This episode features not one, but two guests! What a perfect way to kick off Women’s Month! Join Map Your Show's Regional Vice President Abby Ingraham and Marketing Assistant Madison Frye as they take a closer look at women in the trade show industry at different stages of their careers. We discuss: Advice for women who want to work in the industry Achieving work-life balance Mentorship Organize events for women in the industry to help them grow and empower them Abby and Madison's best advice: No matter where you are in your career, the industry is a welcoming and attractive place to grow your career. Abby and Madison's key takeaways: Make work-life balance a priority in your life. You can't pour water from an empty cup. No matter where you are in your career, the industry is a welcoming and attractive place to grow your career.…
202 – Women in Motion: Opportunities, Mentoring, and More –
We know there are many more women in the trade show industry than us. This episode features not one, but two guests! What a perfect way to kick off Women’s Month! Join Map Your Show's Regional Vice President Abby Ingraham and Marketing Assistant Madison Frye as they take a closer look at women in the trade show industry at different stages of their careers. We discuss: Advice for women who want to work in the industry Achieving work-life balance Mentorship Organize events for women in the industry to help them grow and empower them Abby and Madison's best advice: No matter where you are in your career, the industry is a welcoming and attractive place to grow your career. Abby and Madison's key takeaways: Make work-life balance a priority in your life. You can't pour water from an empty cup. No matter where you are in your career, the industry is a welcoming and attractive place to grow your career.…
203 – Trade Show Budget Breakdown and Key Missing Items
In this episode, we’ll analyze how businesses spend their trade show dollars, based on an article from Exhibitor Magazine. From here, you can learn if you’re spending too much or too little in a certain area. Plus, I’ll share something shocking and crucial that’s missing from these numbers! 32% – Booth space, – gives you the opportunity to get in front of your target customers. McDonald’s – Real estate. The best location is not cheap! 11% – Showing services – carpet, internet, electricity, vacuuming, etc. This means an average of 43% is just there! 9% – shipping costs, 14% – Exhibit Design and Construction – This doesn’t refer to the graphics, but to the exhibit itself. Obviously, a larger booth might cost more, but it’s still a percentage. 6% – Graphic Design & Production – Work with someone who understands trade shows! More like a billboard than a magazine. 13% – travel and accommodation, 5% - Marketing and Promotions -…
204 – Find out what exhibitors should expect –
Vinnu Deshetty serves as CEO of EVA Event Tech Hub and has over 25 years of experience in conference and meeting planning in the association and nonprofit industries. With a unique perspective on the technology and meeting planning space, Vinnu is committed to making technology easy and efficient for meeting planners. She leads the development team to bring a human touch to AI development, making EVA’s technology a reality that is easy to implement and activate. You can find Vinnu speaking as an event technology advocate at industry events such as Meeting Planners International (MPI), Professional Convention Managers Association (PCMA), and American Society of Association Executives (ASAE). We discuss: What event data should exhibitors expect? Vinnu's top tips: Planner Don't worry about your overall numbers Show the numbers that matter to your exhibitors. Planners and Exhibitors Thinking Beyond Trade Shows Whether it’s an in-person event or pre- or post-event activities, there are ways to easily engage with potential customers. Vinnu's…
205 – What is a Trade Show Coach and Why You Need One
What is a trade show coach? Why should you hire one? What can they do for your business? First – they make you money, save you time, increase attendee and client engagement, and take the worry out of planning! Sound good? ? Feel free to contact me and see how I can help you! Send an email to jim@tradeshowu.biz or Click here. What is a trade show coach? Or think of them as an exhibitor coach: Exhibition Expert Focus on your business and goals A fresh outsider's perspective Suitable for beginners and experienced users You can also work with show organizers or promoters to give them a better understanding of exhibitors (who they serve) to get higher renewal rates and higher sponsorship rates. Why Hire a Trade Show Coach? The best athletes, business owners, and CEOs have coaches—they have the experience to bring the best out of you and your team. Increase your chances of success You don't know what…
206 – Making trade shows fit for the future – in partnership with Marlys
Marlys Arnold is a passionate trade show organizer with over 20 years of experience. She started podcasting in 2006, combining her journalism and marketing backgrounds to navigate the evolving industry and create a better trade show presence for her audiences. You will learn: 1. How the term “podcast” was coined in 2004, and how podcasting has changed since then. 2. Developments in the trade show industry since 2002, including technological advances and marketing strategies. 3. It is important for exhibitors to have a clear strategy and focus when preparing for and running a trade show. Marlys Arnold is a leading advocate for trade show exhibitors, having written two books on the subject and founded the Exhibit Marketer’s Café and the Exhibit Marketer’s Academy. She also hosts her own podcast, Trade Show Insights, which has been on the air since 2006. Her latest book, Build a Better Trade Show Presence, is available at Bookshop.org and other major book retailers. Contact Marlys:…
206 – Making trade shows fit for the future – in partnership with Marlys
Marlys Arnold is a passionate trade show organizer with over 20 years of experience. She started podcasting in 2006, combining her journalism and marketing backgrounds to navigate the evolving industry and create a better trade show presence for her audiences. You will learn: 1. How the term “podcast” was coined in 2004, and how podcasting has changed since then. 2. Developments in the trade show industry since 2002, including technological advances and marketing strategies. 3. It is important for exhibitors to have a clear strategy and focus when preparing for and running a trade show. Marlys Arnold is a leading advocate for trade show exhibitors, having written two books on the subject and founded the Exhibit Marketer’s Café and the Exhibit Marketer’s Academy. She also hosts her own podcast, Trade Show Insights, which has been on the air since 2006. Her latest book, Build a Better Trade Show Presence, is available at Bookshop.org and other major book retailers. Contact Marlys:…
207 – Finding Your “Why” Leads You to Success – with Joel Bromley
Find your why and get ahead!! Businesses that have more dedicated and passionate employees at trade shows will attract more attendees and engage with them. You’ll gain more enthusiasm when you find your purpose…your why! Joel Bromley is a husband, father of four, and financial coach on a mission to build relationships stronger than the third pig built a house. Joel and his wife can't wait to have a front row seat to watch you discover your "why" in life and become a unicorn in your industry. We discuss: What is the why? How do you discover your why? The importance of training on the “why” could be a game changer for many companies. The people who work at an exhibition represent the company and the way they do things is crucial. Joel's top tips and takeaways: As Simon Sinek's book says, "Start with Why". It really does permeate and guide everything else. Doing so will completely refocus your attention.…
208 – How to Create Strategic Memory – with Rama
Rama Beerfas, CTSM, MAS – is the Strategic Memory Specialist at Lev Promotions where she specializes in branded products for trade show and event marketing. Her goal is to recommend products that are relevant to the client’s brand, goals, and target market while integrating with the client’s overall marketing message and strategy. She calls this Creating Strategic Memory™. We discuss: Why you shouldn’t choose products just because they’re hot/new/cool/trendy. What is Strategic Memory(TM)? Tips and tricks for using promotional items Rama's key tips and points: When asking for product recommendations, share your realistic budget and quantity needs. If you choose branded products from a catalog or website without considering your target market, don’t do it! Find a promotional product consultant who will ask questions like quantity and budget and make recommendations based on your specific needs. Branded products are an effective marketing tool and should be part of your overall marketing message and strategy. If they are not integrated into…
209 – Expand your message through productivity –
Do you think about production when you create exhibitions and performances? My guest today talked about how powerful production can be! Marc Collins, co-founder and executive producer of Odyssey Creative, began his career in theatre and film at the age of six. Since then, he has been bringing content to stage and screen, bringing performances to live audiences across the country and around the world. As a director of performances for both corporate and associations, he believes in the use of theatre production practices such as detailed participant and technical rehearsals, performance coaching, and strategically crafting performances around the audience experience. We discuss: Why is the flow of the show important? Why are scripts important? Why is rehearsal important? In what ways does the quality of the plenary session impact the attendee experience? there are more!! Marc’s top tips: Involve producers in planning your town hall meetings Involve producers early – we recommend at least 6 months in advance, but…
210 – Philanthropy is good business – Michael Green
Michael Green, professional auctioneer, travel consultant and charity advisor at Michael Green Auctions, will be joining Trade Show University today to discuss why adding a charitable element to your business is good business! In this episode (the first of a two-part series on corporate philanthropy), Michael and I discuss how to implement philanthropy in your business, and he provides a 7-step framework to help you choose the right charity or nonprofit. Make sure the charity’s values align with yours Do your due diligence and research nonprofit options Evaluating the impact of charities Review their financial situation Consider their other partnerships Determine the overall compatibility between the nonprofit and your organization Involve your team in the selection process Resources and other organizations mentioned in the podcast: Contact Michael: About the author JimJim Cermak has over 30 years of experience exhibiting, planning and operating trade shows. As a professional trainer, he helps companies transform their performance at trade shows, expositions, events and…
211 – The right training can double your number of customers
You're Training Your Staff All Wrong!! In this episode, I discuss how to train your trade show booth staff the right way which will lead to better results and can double your leads! Most companies will provide basic training... Performance location and time What will the exhibition include? What will they give away Any promotions they will be doing What will everyone wear? Maybe there are more… There’s nothing wrong with that, but this is usually where they stop training! Now that staff are armed with information and knowledge, they can decide for themselves what to do with all of it! You have to go deeper than that! I recommend training on three things that will make a huge difference: EQF – Participation, Qualifications, Processes Engagement – Train your staff on how to engage with attendees in meaningful ways Qualification Review – You must review the qualifications of attendees immediately after they engage to see if you would like to…
211 – The right training can double your number of customers
You're Training Your Staff All Wrong!! In this episode, I discuss how to train your trade show booth staff the right way which will lead to better results and can double your leads! Most companies will provide basic training... Performance location and time What will the exhibition include? What will they give away Any promotions they will be doing What will everyone wear? Maybe there are more… There’s nothing wrong with that, but this is usually where they stop training! Now that staff are armed with information and knowledge, they can decide for themselves what to do with all of it! You have to go deeper than that! I recommend training on three things that will make a huge difference: EQF – Participation, Qualifications, Processes Engagement – Train your staff on how to engage with attendees in meaningful ways Qualification Review – You must review the qualifications of attendees immediately after they engage to see if you would like to…
212 – How to quickly increase your booth lead generation rate – Jonathan
Pro tips for booth lead generation from a guy who has done 10,000 live sales performances! Jonathan Pritchard founded ROI Trade Shows to help clients get more out of their trade shows. He combines his decades of entertainment experience with strong business marketing skills to create dynamic presentations that help attract, educate, and qualify potential customers. When he's not on the road, you can find him at his home in the mountains of North Carolina. We discuss: Lead generation strategies like giveaways and swag Use of presenters in booths Which strategy is most effective? Create a custom experience And much more! Jonathan offers: Get a free consultation on which angles will work best for your next gig. Especially useful for software and service industries (since they are hard to demo at scale). Connect with Jonathan Pritchard: Provide the right training for your employees: tradeshowu.biz/Services Get the Trade Show University email newsletter for weekly tips, tools, and expert advice to maximize…
213 – Pro Tip – Design your booth as a billboard, not a
It’s time to get people to stop by your booth instead of just passing by. One of the main reasons attendees pass by booths of companies they don’t recognize is because they don’t know why they’re stopping. Obfuscation is not a good marketing strategy! When designing your booth graphics, Think of it more like a billboard than a brochure. But not just any billboard – an effective and memorable one! When you walk by a billboard, you only have a split second to capture the message. To be effective, it must be clear, concise, and memorable. You either get it, or you don't. Effective graphics can tell a story or showcase what you do. Minimal words to explain the reason or statement of interest A clear call to action Ever seen a billboard like this? Too many words? Confusing pictures? Are you unfamiliar with this company or product? Is there an address, phone number, or website? At least not large…
214 – Understanding the Meaning and ROI of Event Data – with Joe
Meet Joe Colangelois a seasoned professional in the events industry who excels at helping others understand event data to optimize ROI. Bear Analysis As the driving force behind his platform, Bear IQ, Joe has spent the past decade honing his skills in data analysis and event strategy. His expertise in artificial intelligence, audience growth, and sponsorships makes him a sought-after resource for event planners. In this episode, we discuss: Implement data analytics strategies to streamline lead generation and create memorable customer experiences. Appreciate the transformative power of experiential marketing and live events. Leverage on-site innovation to stand out with unique experience outcomes. Gain insights into maximizing ROI by investing in innovative revenue channels like on-site sponsorships. Explore the critical role data-driven decision making plays in designing compelling, personalized communications. Contact Joe: Working with Jim and Trade Show University!! About the author JimJim Cermak has over 30 years of experience exhibiting, planning and operating trade shows. As a professional trainer, he…
214 – Understanding the Meaning and ROI of Event Data – with Joe
Meet Joe Colangelois a seasoned professional in the events industry who excels at helping others understand event data to optimize ROI. Bear Analysis As the driving force behind his platform, Bear IQ, Joe has spent the past decade honing his skills in data analysis and event strategy. His expertise in artificial intelligence, audience growth, and sponsorships makes him a sought-after resource for event planners. In this episode, we discuss: Implement data analytics strategies to streamline lead generation and create memorable customer experiences. Appreciate the transformative power of experiential marketing and live events. Leverage on-site innovation to stand out with unique experience outcomes. Gain insights into maximizing ROI by investing in innovative revenue channels like on-site sponsorships. Explore the critical role data-driven decision making plays in designing compelling, personalized communications. Contact Joe: Working with Jim and Trade Show University!! About the author JimJim Cermak has over 30 years of experience exhibiting, planning and operating trade shows. As a professional trainer, he…
215 – How technology shapes offline events – with BJ
During the pandemic, event technology boomed and we all moved online. Now that live events are back on track, what are they like? My guest, BJ Mazmanian, is the Senior Director of Client Services and Live Events at Bluewater. With a 20-year career in live events, specializing in mobile and large-scale events, BJ brings a unique perspective on how to think about activation programs, stretch client budgets, and push clients outside of their comfort zones. We discuss: How is technology impacting the way brands approach offline events, especially trade shows? What types of technology are brands using to create a more personalized sales process at trade shows? What are the biggest challenges brands face when trying to attract more visitors to their trade show stands? How do you address these challenges? How can a brand ensure that its booth stands out from the crowd at a trade show? BJ's takeaways: 1) By scanning and interacting with different elements in the…
216 – Solving Pain Points in the Exhibition Hall – with Josh
If you have participated in at least one trade show, you must have experienced some pains and challenges. My guest is a professional exhibit designer and builder who can help you solve those challenges! My guest, Josh Rifkin, is the CEO of Flatworks Displays, a US manufacturer that sells custom modular trade show booth systems that require no tools to assemble. With 30 years of experience in the manufacturing and trade show industries, Josh knows all about trade show preparation. We discuss: Shows are back, but you need to be selective — it's an expensive endeavor Maximize your valuable space and create a more attractive environment for buyers to enter and engage. Ditch the background wall and the skirted table Think about your trade show staff: get them in and out quickly. The sooner they are ready… the happier and more alert they will be during the trade show. Connect with Josh Rifkin: About the author JimJim Cermak has over…
217 – How to get dozens of video recommendations in one show!
Across the board, businesses agree that they want more referrals. Referrals are influential. As businesses, we love them. Customers rely on them more than ever! Video testimonials are even better than testimonials. With video, you get more credibility, more emotion, and more credibility. That's it. Let us provide you with an easy way to get video testimonials from two different groups for your trade show appearances! This can provide you with months of powerful social media posts and website material that will last for years to come. One method requires almost no preparation, the other requires a little prep work. All you need is a cell phone! No expensive cameras, lights, or microphones required. What's in your pocket is all you need. 1st Place – Attendees: When they say something positive about your business, product, or service, ask them if they would like to say it again and you can film it. Then pull out your phone and ask them…
218 – Mastering Email Marketing: Converting Followers into
Introducing Liz Wilcox (aka the Fresh Princess of Email), an email marketing strategist with a passion for helping trade show exhibitors make the most of post-show follow-up. Liz’s extensive experience in educational leadership comes in handy when designing email strategies tailored to client needs, with a focus on increasing engagement and sales. Creative and always willing to learn from her mistakes, Liz shows exhibitors how to turn their existing email marketing campaigns into money-making machines that leave their audiences hungry for more. We discuss: Liz's Exclusive Email Ladder Framework What do Friends in Inbox mean? What should be included in the newsletter? How can we attract people to read it? How do we turn people into customers? Is the subject important? Amazing Freebies from Liz Wilcox! Mega Email Slide File Get it here: Get everything you need to build your buyer list. Seriously. A welcome sequence written completely for you. 3 newsletter templates to make it easy to know how…
219 – Improving ROI with Voice of the Customer – with Dave
The best way to understand your customers is to study them! Voice of the Customer (VOC) research is a very powerful tool and our clients’ expertise. Dave Loomis is Loomis Marketing LLCis a consulting firm focused on providing and conducting Voice of the Customer interviews for B2B companies. Dave has helped some of the world’s largest and most recognized B2B brands, including GE, STERIS, Saint-Gobain, Oshkosh, and Xerox. He is the co-host of the B2B Marketing & Sales Podcast and a Marketing is everything we do. We discuss: The Importance of Real Customer Feedback The Right Way to Conduct Voice of the Customer Research Success Stories What is “Client Vision” and what inspired you to write it? Dave’s top tips: Understand who your target is, understand their motivations, figure out how to most effectively reach them and engage with them on an ongoing basis. Add value, be professional, but also have fun! There is no substitute for a personal connection.…
220 – Exhibitor Coaching Course – Best Man
In this episode, we feature an Exhibitor Coaching Session with Jim from Trade Show University for exhibitors at upcoming trade shows. Today, Jim speaks with Reginald Ferguson of The Groom's Man, the wedding arm of menswear consulting firm NY Fashion Geek. Jim and Reginald discuss The Groom's Man and their first experience of a major wedding show, including: Target exhibit got engaged Booth flow/attendee itinerary follow up And much more! Connect with Reginald! You have the opportunity to attend a one-on-one coaching session! Would you like to participate in an exhibitor coaching session on an upcoming podcast episode? For more information about our coaching and consulting services – Click here Schedule a free 15-minute discovery call! Click here to schedule About the author JimJim Cermak has over 30 years of experience exhibiting, planning and operating trade shows. As a professional trainer, he helps companies transform their performance at trade shows, expositions, events and conferences.
221 – Coach Follow-up! Results after the show
In this episode, we follow up on our Exhibitor Coaching Session with Reginald Ferguson of The Groom's Man! If you missed that episode, you can check out episode 220 here. Jim and Reginald discuss the groom's role in the big wedding performance, including: Did they achieve their goals? What did they take away from the coaching sessions? Was it helpful? What is going well? What would they change? Will they do this show again? And much more! Connect with Reginald! Would you like to participate in an exhibitor coaching session on an upcoming podcast episode? For more information about our coaching and consulting services – Click here Schedule a free 15-minute discovery call! Click here to schedule About the author JimJim Cermak has over 30 years of experience exhibiting, planning and operating trade shows. As a professional trainer, he helps companies transform their performance at trade shows, expositions, events and conferences.
222 – Pro Tip 10 – Don’t prejudge attendees – All about
Trade Show Pro Tip #10 – Don’t Prejudge Attendees One of the main things I see exhibitors do that holds them back from reaching their potential but goes unnoticed is that they prejudge attendees who walk by their booth. What I’m saying is, observe the people who approach your booth and decide whether to engage with them based on their age, what they’re wearing, gender, and even what company they’re from. You have to understand that you don’t know this person, and you don’t know their role in the company unless you ask them. The key to getting people into your booth is engagement! Let me tell you a story. A few years ago I was at a trade show with a company that sold high-priced equipment to fire departments. Several people in my booth were regional sales representatives. An attendee wearing a Baltimore Fire Department T-shirt started to approach and glanced at our booth as he walked by. I…
223 – Finding and deciding on event technology – with Merijn van
How to find and decide on the best technology tools and platforms for your upcoming trade show or event? Listen! While helping offline event professionals embrace virtual events during the pandemic, Merlin Van Buren Realizing that evaluating different platforms took too much time, there had to be a better way to help more event professionals. Merijn developed Activity Restorera tool that helps event organizers take all the guesswork out of it. We discuss: Why do organizers need (and keep adding) new tools? What does the current process look like and why is this a problem? What could event professionals do differently? What role does Event Mender play in this picture? Merijn's top tips: Don't start looking for something you think you need without any purpose Before you start your demo, set your boundaries and goals (e.g. your budget, number of campaigns, features you need, etc.) If the information you need is not on the website, don't schedule a 1 hour…
224 – Powerful Goal Setting Using the DEB Method – with Deb
Setting goals is one of the most important things you can do to succeed at your next trade show or event—if you do it right! It’s great that this week’s guest brings us a fresh perspective in her own way. Target Strategist Debra Ecklin Deb is committed to changing the culture of goals in the workplace and beyond. She is a speaker, corporate consultant, and workshop leader, author of the award-winning Your Guide to Goals, and founder of the D*E*B METHOD® that simplifies goal setting. Debra has spoken at TEDx, Innovation Women, SCORE LA, and hosts #GoalChatLive, The DEB Show, and Taste Buds with Deb. We discuss: What is event outcome optimization? What is the DEB method? Why is the DEB approach effective for goal setting? How does it apply to event outcome optimization? Deb’s top tips: To get the most value from any conference, start by developing a mission and motto for your business and for attending the event.…
225 – Exhibitor coaching session – with Merijn van Buuren
In this episode we have an exhibitor coaching session where Jim from Trade Show University provides exhibitors with coaching for upcoming trade shows. Today Jim is speaking with Merijn van Buuren from Event Mender. Jim and Merijn discussed Event Mender's upcoming programming, including: Target exhibit got engaged Booth flow/attendee itinerary follow up Performing Alone And much more! Connect with Merlin! You have the opportunity to attend a one-on-one coaching session! Would you like to participate in an exhibitor coaching session on an upcoming podcast episode? For more information about our coaching and consulting services – Click here Schedule a free 15-minute discovery call! Click here to schedule Discussion: 9 Tips for Running a Trade Show on Your Own About the author JimJim Cermak has over 30 years of experience exhibiting, planning and operating trade shows. As a professional trainer, he helps companies transform their performance at trade shows, expositions, events and conferences.
226 – Pro Tip – Win show tickets before you go! Fill out your
Win the show before you go – fill your calendar! This is the episode of Trade Show University Pro Tips – it’s short, but it’s the most powerful episode you’ll ever hear! Win the Show Before You Go to the Show… So what does this mean? It means filling your calendar with your most qualified prospects before you even get to the show. Think about it. What are you primarily doing when you're exhibiting at a trade show? Trying to connect with more qualified leads. Right? Of course, there are other important reasons for attending exhibitions, such as promoting your brand, building connections, understanding your competitors, finding new suppliers, vendors and partners, and so on. But at the end of the day, it's about building your business. It's about ROI. So what you need to do is... Find out the schedule for your next show. And by schedule, I don’t just mean the hours the show is open. I mean…
226 – Pro Tip – Win show tickets before you go! Fill out your
Win the show before you go – fill your calendar! This is the episode of Trade Show University Pro Tips – it’s short, but it’s the most powerful episode you’ll ever hear! Win the Show Before You Go to the Show… So what does this mean? It means filling your calendar with your most qualified prospects before you even get to the show. Think about it. What are you primarily doing when you're exhibiting at a trade show? Trying to connect with more qualified leads. Right? Of course, there are other important reasons for attending exhibitions, such as promoting your brand, building connections, understanding your competitors, finding new suppliers, vendors and partners, and so on. But at the end of the day, it's about building your business. It's about ROI. So what you need to do is... Find out the schedule for your next show. And by schedule, I don’t just mean the hours the show is open. I mean…
227 – Creating an Engaging Trade Show Booth – Partnering with Branden
What do attendees say about your trade show booth? Probably nothing! Sorry, but it’s the truth. Let’s change that! Branden Cobb is an experienced marketing professional who has played a significant role in driving market share, fostering customer loyalty, and increasing profits for companies of all sizes. MarketingExec.usHe provides clients with ongoing strategic advice, meeting their specific needs and working on a retainer basis. In today's discussion, he'll share insights on how to create an engaging trade show booth and offer a variety of ways to attract and captivate attendees. Listen to us discuss: How to attract attention at a trade show Securing potential customers The Importance of Differentiation And much more! Connect with Branden Cobb: For more information about Trade Show University Tutoring and Consulting Services – Click here Schedule a free 15-minute discovery call! Click here to schedule About the author JimJim Cermak has over 30 years of experience exhibiting, planning and operating trade shows. As a professional…
Explore the latest exhibition information and industry trends at ASAP Expo Magazine. Your one-stop platform, bringing together global exhibition highlights, industry trends and in-depth analysis, to help companies accurately connect with the market and seize business opportunities.
