Explore every episode of the podcast Trade Show Insights

You're standing in your booth. The show floor is buzzing all around you.

And tons of attendees are walking by … but it’s like you’re invisible.

You've spent serious cash to be on that show floor, between the booth fee, shipping, hotel, the staff time … and of course all those show services.

But somewhere near the end of day one, that sinking feeling sets in & you wonder …

“What are we really getting out of this?”

While exhibitors may not admit it out loud, deep down they realize the problem probably isn't the show.

It’s not bad booth location or even the economy. It’s something deeper.

Are you intrigued and excited by the rapidly-evolving world of AI?

Or does it leave you feeling cautious and overwhelmed?

If you're like most event professionals, it's probably a combination of both.

So I invited Sam Eitzen, CEO and co-founder of Snapbar, to discuss the latest trends shaping event tech and why authentic attendee experiences are more important than ever.

Listen as we share ways to future-proof your trade shows and elevate human engagement with:

• Exciting ways AI is changing live events and trade shows
• Less obvious and advanced AI strategies for engaging attendees
• Tips to ensure events feel authentic and foster genuine human connection
• One big trend event professionals should be paying attention to right now

Back in the “old days” (the early 2000s), trade shows were typically seen as a necessary line item in the marketing budget.

Decisions were based on things like: “We always go to this show … all of our competitors will be there.”

Success was measured in booth traffic and the number of business cards collected or badges scanned.

But that just won’t cut it anymore!

Even though the trade show and events industry supports millions of American jobs and generates billions in economic impact, many lawmakers still have no idea what a significant role we play in the economy.

Until now. 

The Exhibitions & Conferences Alliance serves as the unified advocacy voice for the global events industry in major policy conversations on Capitol Hill and nationwide.

In this episode with ECA President and CEO Tommy Goodwin, you’ll learn:

• ECA's efforts to connect policymakers with the real impact of trade shows
• The four "T" policy priorities (taxes, talent, tariffs, and travel)
• Examples from the front lines in Washington, D.C.
• Ways you can get involved, including Legislative Action Day

Ever thought about what trade show marketers could learn from reality TV?

How is pitching abstract concepts to studio execs like promoting intangible services on the show floor?

I invited an Emmy-Award winning media advisor and visibility strategist to answer those questions and more.

Drawing from decades of experience developing iconic TV franchises, Vinnie Potestivo shares valuable lessons for exhibit marketers.

Whether you need to sell an idea, inspire your team, or amplify your own visibility, Vinnie offers practical strategies and unique perspectives from the world of reality TV, like how to:

• Build relationships for long-term success
• Showcase intangible ideas with creativity
• Speak in your audience’s language
• Be a trendspotter vs a trendsetter
• Create context, not just content

Prepare for a wealth of backstage wisdom to help you turn an expense-generating department into a revenue-generating collaboration!

Trade Show Insights is turning 20 and you're invited to join the celebration!

Our live event featured:

00:00 - Intro & History of Trade Show Insights

04:35 - 1st Episode & Mission of TSI

07:55 - Getting in a Groove & 1st Guest

10:01 - Life Has Changed … but Topics Haven’t

11:55 - Questions from the Panel

17:51 - Topics Over the Years

23:11 - Top 10 Episodes

34:06 - Ideas for Topics & Questions About Books

36:19 - TSI Around the World

37:55 - Favorite Episodes

42:56 - Thanks & Season 20 Action Guide

“Create an immersive experience.”

You’ve heard that a lot when it comes to trade shows and events. It’s something I talk about in my exhibitor workshops, books, and podcast.

But here’s the thing: Creating an immersive experience is not about LED screens, VR headsets, or other assorted flashy tech gadgets. In fact, all that glitz & spectacle may actually be driving attendees away instead of drawing them in.

What if immersion was about something much simpler … and far more powerful?

Let’s flip the script on this and uncover the key to creating genuine connection.

Ever had a conversation in the booth that feels more like a monologue than a dialogue?

Have you ever been “that person”?

There’s an art to creating a balanced, brief conversation in the booth. And ... spoiler alert! ... it doesn’t happen by “winging it.”

Communication strategist Rebecca Pierce Murray returns to Trade Show Insights with tips for polishing up conversation skills before your next show. You’ll learn how to:

• Make a conscious effort to practice Voice Equity
• Stop being afraid of the pause
• Interrupt with intention and finesse
• Use key phrases to deal with chronic interrupters
• Gracefully wrap up conversations with attendees

My husband and I just took our first vacation in 15 years! We covered a bit shy of 2000 miles in 8 days, checking off a bunch items on our wish list.

We got to experience cranberry harvest in Wisconsin and spent time exploring the North Shore of Lake Superior. And of course as a trade show & event professional, I couldn’t help but notice a few lessons along the way.

It’s time to say goodbye to “gold, silver, bronze” and hello to smarter, more impactful sponsorships! 

In this episode, Wendy Porter joined me for a dive deep into the broken state of sponsorships – and how you can be part of the reinvention.

What’s Inside This Episode?

• Why Traditional Sponsorships No Longer Work: Learn why logos on lanyards or banners in the lobby aren’t moving the needle, plus what sponsors and organizers should focus on instead.
• Custom Collaborations Over Cookie-Cutter Packages: Discover how bespoke, experiential activations can create value for sponsors, organizers, and attendees.
• Align Sponsorships with Your Goals: Understand why you need to choose opportunities that truly match your objectives – whether that’s lead generation, awareness, or thought leadership.
• Creative Solutions & Real Examples: From white-glove airport pickups to curated VIP dinners, you’ll be inspired with inventive sponsorship activations that build relationships (not just impressions).
• Make Sponsorships Work Year-Round: Find out how sponsors can remain engaged and visible beyond the main event, with ideas like an educational series, small group dinners, and more.

Plus ... Wendy and I are introducing our new partnership offering a full range of support – from auditing your current sponsorship program with Your Sponsorship Map to hands-on white-glove activations with SponsorLink.

This episode is for two kinds of people: those who run trade shows, and the marketers who exhibit at them.

No matter which one you are, we've got a shared playbook you can implement at your upcoming shows.

There are three paradigm shifts that can help both exhibitors and show organizers achieve better quality leads, fewer headaches, and clearer proof of value.

Let’s start with the number-one gripe I hear: “We didn’t get enough leads.”

Exhibitors say it … organizers dread hearing it.

Here are a few smart plays to overcome it.

If you’ve ever tried to find key information on a trade show or event website, you know how frustrating it can be. 

Recently, I posed the question on LinkedIn: “What can trade show organizers do to make the event website more helpful & user-friendly?” 

That sparked a lively discussion of common website problems and practical solutions. So I want to share what exhibitors and attendees are saying, and offer a few tips to help event organizers improve their websites to better serve everyone.

Exhibit managers often come to me with a similar story: their sales team comes to the show, hangs out in the booth, and becomes more of a handicap than an asset. They want to know how they can turn that situation around.

Unfortunately, this is a common problem because the very things that make a sales person great at what they do can often create a challenge in the trade show environment.

Here are specific steps you can take to overcome this situation.

Everybody says trade shows are all about the ROI …

Yet most exhibit marketers aren’t doing enough to measure or prove it to their accounting department.

So I invited my friend Rich Vallaster to join me for a candid conversation that puts ROI in context for both exhibitors and show organizers. Listen in as we break down what needs to change in both metrics and mindset:

• Why it’s so important to measure ROI (before someone else does it for you!)
• What show organizers can do to help exhibitors get better results
• How shows can add value for exhibitors
• What some shows are doing to blur the line between education & the show floor

Chances are you’ve been overlooking a key demographic in the audience at your events – people who choose not to drink alcohol for a variety of reasons, including those in recovery.

Did you realize that could be a quarter of your audience or more? So in the same way gluten-free or vegan are now standard options at events, it’s time to reconsider the non-alcoholic beverage alternatives too.

Networking doesn’t have to happen around the bar. In this episode, Sober Life Rocks founder Laura Nelson shares strategies and practical examples on how to:

• Change the after-hours experience to create better connections
• Craft more creative alcohol-free drink options
• Educate bartenders on how to make all guests feel included
• Design interactive spaces that don’t revolve around drinking

These days, it seems everyone's talking about budgets and the rising cost of exhibiting.

And yes ... I realize that some elements are out of your control. But there are areas where you might be able to save money and still make a great impact on the show floor.

Recently I posed this question to my LinkedIn cohorts and they shared so many great tips that I just had to compile them for you in this episode!

Why is lead capture an afterthought for so many exhibitors?

Instead it's the whole point of exhibiting in the first place – or at least should be!

There's both an art and a science to effectively gathering and managing leads. But the good news is that today's technology can make the entire process much less painful ... once exhibitors embrace both the strategy and the system.

Michelle Harman joins us in this episode to offer expert perspective on:

• How the lead capture process has evolved in recent years
• Where it still needs improvement
• Which key mindset exhibitors need to shift
• What a dream lead management process could look like
• How to streamline follow-up

It's tough out there. Exhibitors are expected to do even more with less.

They recognize the value of face-to-face events, although may struggle to prove that value within their organization.

Recently, non-profit trade association The Exhibitor Advocate partnered with EVOLIO Marketing to conduct a survey of exhibit and event marketers to get their perspectives on key challenges and understand how these may be impacting their overall event programs.

For this episode, we invited Jessica Sibila back to Trade Show Insights to share details about the study, including:

• Factors driving exhibitor challenges today
• Choices exhibitors are making to address them
• Perceptions exhibitors have of show organizers
• Tools organizers could provide to help exhibitors

As attendees navigate a trade show floor they're bombarded with sights, sounds, and activities vying for their attention. So in this whirlwind of stimuli, how can your exhibit rise above the chaos and leave a lasting impression?

Experience design expert Mat Duerden teaches both college students and corporate marketers how to craft memorable, meaningful, and transformative experiences. (He literally co-wrote the book on Designing Experiences!)

In this episode, he shares strategies to transform your trade show exhibit into an experience that resonates long after the event has ended by:

• Recognizing the intersection between storytelling and experience design
• Captivating and engaging trade show attendees (like a boy with a hummingbird)
• Starting with the desired reaction and work backwards
• Shaping the experience by mapping it out
• Understanding the importance of micro-experiences

Lately I've been having a lot of conversations around booth staffing.

Exhibit managers tell me they're frustrated about how their team behaves in the booth – or whether they even show up at the appropriate time.

Attendees are annoyed that staffers pounce on them or shove materials at them as they pass by the booth.

Now these aren't new challenges by any means. Bad booth staff may be an ongoing problem for many exhibit team leaders (even you) – but it's not unsolvable.

Over the years, I've worked with many exhibit teams to improve their booth staff behavior. I've also done a number of previous blog posts and podcast episodes with booth staffing tips.

So for this episode, we're diving into the Trade Show Insights archives for some booth staff strategies.

For years I’ve been hearing all the buzz about IMEX, but never had the opportunity to experience it first-hand until this year.

IMEX is often referred to as the mega-conference & trade show for the events & incentives industries. And it definitely can be overwhelming for a newcomer. I spent the first couple of days feeling breathless … trying not to miss any must-see sessions I had bookmarked or in-booth activities that sounded creative and fun.

I was there primarily to capture and record ideas for YOU – to be the eyes and ears for all my podcast listeners, followers and clients.

So now that I’ve had a window of time to process and reflect on all my photos and notes, I’ve put together a list of ideas gathered and lessons learned during those four days in Vegas (both good and bad).

Many exhibitors face a disconnect – the marketing team works hard to design an engaging and interactive exhibit that attracts crowds, but the sales team feels it’s not delivering the right type of leads.

How can you bridge that divide?

Teresa Lopez has a lot of experience getting both of these teams working together. In this episode, she shares some of her favorite strategies for how to:

• Get sales to see you (the marketing or exhibit manager) as part of their team
• Find the overlap to create the right in-booth talking points
• Design booth activations and experiences that are relevant
• Use lead gathering methods that streamline follow-up

You may not spend a lot of time thinking about vendor selection when it comes to your exhibit or event, but that could cost you.

Having vendor partners you can trust will make your job so much easier. But on the flip side … working with a bad one could spell complete disaster!

Evan Babins knows how to find and build relationships with trusted vendors, and in this episode he shares his expert tips on:

• What to look for in a potential vendor (and what to avoid)
• How to leverage existing vendor relationships
• Why you should consider yourself the quarterback for your exhibit or event
• What to do when things go sideways
• Where to look for great vendors

Ever been the unhappy victim of a slimy sales pitch? (Haven’t we all!)

Want to make sure you never come across that way?

Then you’ll want to take careful notes as you listen to my conversation with sales expert Aleasha Bahr, who believes there’s a much better strategy for those in-booth sales conversations. (Hint: It’s NOT all about selling!)

She’ll guide you step by step how to:

• Seamlessly weave your pitch into the conversation
• Put everything in context for each person
• Handle objections in a totally new way
• Create a more natural follow-up approach

When you’re at a trade show, it’s easy to get focused on simply gathering leads or generating sales – short-term results.

But beyond that, are you building meaningful connections that can lead to future business or open doors to other exciting opportunities?

I know I’ve made some of my best client and friend connections at a trade show. Perhaps that’s how you and I first met!

In order to meaningfully connect with someone – whether that’s a customer, neighbor, coworker, or anyone else – you need to focus on a few basic things. Together, these actions guarantee more effective communication and demonstrate your interest in the other person.

Earlier this year, I attended a workshop on how to market like Taylor Swift, and let me tell you … there are a wealth of insights you can learn by studying this multi-award-winning, stadium-packing music legend.

And it really doesn’t matter whether you know a single one of her songs (I’m only familiar with a few myself). We’re going to break down the strategies she uses to create raving fans who can’t wait for her next album debut – and how you can put each of these to use in your trade show marketing.

Designing an impressive exhibit display just isn’t enough anymore.

Attention spans are shorter, and attendees want experiences that not only educate about your products, but also involve and entertain them.

At the same time, sponsoring the opening reception or other official event at the show is likely outside the budget for many companies. So what’s a creative exhibitor to do?

Wendy Porter has decades of experience producing memorable events, and she joins us to share insider tips on:

• Why it’s more important than ever to create experiences off the show floor
• How to curate an exclusive experience for your ideal audience (with fun examples!)
• Why the way you transport them to your event sets the tone
• How to use in-booth activities to increase attendee dwell time
• What an “Alice story” is and why it matters

Lifestyles have changed since the "Great Pause," and stamina is a big part of that. While event attendees used to be willing to be booked solid from sunup to sundown (and far beyond), that just doesn't fly anymore.

Savvy trade show organizers and exhibitors are learning to integrate wellness into all aspects of the event – from the overall schedule to meals to in-booth activities and more.

In this episode, wellness consultant David Stevens goes beyond the buzzword of wellness and shares strategic ways to integrate well-being into events by:

• Becoming mindful of the attendee experience
• Incorporating wellness elements in your booth
• Designing after-hours events that won't burn people out
• Understanding what "wellness washing" is & how to avoid it
• Pacing yourself and your team to make it through the entire show

Certain topics are getting lots of buzz these days: staffing challenges, budgets, sustainability, AI. But too often that’s all they are – buzzwords.

So for this episode of Trade Show Insights, I invited one of my trade show BFFs to join me for a conversation that goes beyond the surface of these topics to what should be on everyone’s radar.

You see for several years, Rich Vallaster and I have scheduled frequent touch-base calls to analyze what’s happening in the trade show industry, what’s working, and what needs to change. Now you have the opportunity to listen in as we discuss:

• How staffing shortages at all levels can affect exhibitors
• What show managers can do to make things easier for new exhibitors
• Why shows need to reward loyalty for both exhibitors and attendees
• How there’s a big disconnect around the topic of sustainability
• When and how to put AI tools to use

When you hear the word "sponsorship," what do you think of first? The welcome reception ... or tote bags ... or a gazillion banners hanging all around the convention center?

Sure, that's what most shows do. But you don't want to be like most shows, right?

Time to makeover the sponsorship menu with options that stand out and benefit everyone involved – attendees and exhibitors, as well as the show's bottom line.

In this episode, brand activation and sponsorship strategist MK Granados from Gen City Labs explains how to:

• Tap into unique opportunities hiding in plain sight
• Use sponsorships to solve problems for attendees
• Show exhibitors you care about their needs too
• Make the arrival experience memorable

What's your goal for your next trade show?

No matter how you answer that ... learn how to use your goal as a North Star to guide all your trade show decisions: what your exhibit should look like (what it should or shouldn’t include), how to promote it, what to give away, and even how to craft your follow-up strategy.

Ever faced an exhibiting challenge – like unreasonable costs – and didn’t know where to turn?

That’s where The Exhibitor Advocate comes in!

In this episode, Jessica Sibila shares what The Exhibitor Advocate is and how to access the resources provided to help exhibitors:

• Address rising costs and potential solutions
• Work with show management to set up an Exhibitor Advisory Council
• Know where to watch for unexpected or hidden fees
• Calculate return on their exhibiting investment (ROI) with established metrics

Several years ago I discovered (and now follow) one of the most forward-thinking, award-winning architects focused on using smart building design to create experiential environments that inspire and delight.

Her name is Maria Lorena Lehman, founder of Sensing Architecture, and while I don’t have her as a guest on the podcast today (maybe someday!) … I did want to share some inspiration from one of her latest newsletters with you.

The topic is the principle of transition. Of course she’s talking about intentionally designing how a person moves from space to space or room to room within a building. But the same holds true around the trade show floor or inside a booth space.

Shipping – it’s often just one more item on the trade show to-do list, and not the focus of attention … until something goes sideways.

But lately with all the talk about a potential strike at UPS and then the meltdown of Yellow Freight, the topic of shipping has become top-of-mind for a lot of companies.

So I reached out to a few of my go-to industry experts for a few Shipping 101 (and beyond) tips to help you navigate the logistics and hopefully avoid a lot of the headaches.

Thanks to Chuck Michel from ELITeXPO and Candy Adams, The Booth Mom® for sharing their insights, including:

• What details you should provide to your shipping company
• Why there are three parts to your shipment costs
• How to label all pieces in your shipment
• What to do to keep small items together
• How to know you’re adequately covered if something goes wrong

It's a situation no event organizer wants to face. But the team at RISKWORLD 2023 was forced to deal with the reality of an active shooter in the city, which put their crisis management plans to the test.

In this episode, Gary LaBranche, CEO of RIMS, the risk management society®, shares the story of what happened at the Georgia World Congress Center in Atlanta. Learn behind-the-scenes details of:

• How the situation rapidly unfolded and the team responded
• Which communication methods worked and the challenges they faced
• How event organizers need to think beyond the convention center itself (especially for a city-wide event)
• Why a written crisis plan alone isn't enough

Too many exhibitors think of lead gathering as simply a race to scan the most badges. Instead it should be the beginning of a system that guides a visitor in your booth along the path to becoming a valued client. In this episode, Janae Peel from Captello shares tips and best practices for:

• Staying focused on the conversation in your booth
• Transitioning leads into your follow-up system
• Personalizing follow-up to increase response
• Building a relationship with your new leads

Why stop with a one-week experience? (Too many trade shows do.)

Instead, think of your trade show as the centerpiece of an ongoing community for exhibitors, sponsors and attendees. Membership development consultant Joy Duling shares strategies, tips and tools to:

• Create Discovery Magnets for your show
• Onboard attendees with personalized communications (it might be easier than you think!)
• Craft audience journeys for first-timers and loyal fans of your event
• Study how universities nurture community

Recently, I was invited to be one of the first contributors to the new Exhibitor News Network. This podcast episode is the audio version of that article. Here’s where you can read that blog post. (Thanks to the team at TSNN/ENN for permission to repurpose as an audio version.)

Anyone who’s ever walked a trade show knows how easy it is to hit stimulus overload. And that becomes even more of a challenge for neurodiverse or introverted attendees.

So how can we make our conferences and trade shows more sensory-friendly? Professional Event Host and former BBC broadcaster Clare Forestier shares tips on how to:

• Create breathing space for attendees to recharge
• Consider sensory needs like you do accessibility issues
• Provide a better AX (Attendee-first eXperience)
• Include sponsors in the conversation

Everybody’s talking about ChatGPT and other hot AI tools these days. But how do you sort through the hype and learn how to incorporate them into your event planning tool kit? Tech expert Michelle Bruno provides insights on:

• What options are currently trending
• Ways to use them for trade shows and events
• How to verify the information is accurate
• Dangers and landmines to watch out for

Trade shows are not a stand-alone marketing tool. Instead they should be integrated into all your other marketing efforts as part of a comprehensive strategy.

The team at Canon Medical Systems is a great example of that, so I featured their story in the updated edition of Build a Better Trade Show Image. Listen in as Debbi Kemp shares behind-the-scenes details (beyond what’s in the book) on how they:

• Designed an exhibit to engage and draw attendees deeper into the booth
• Incorporated virtual elements to reduce expenses
• Took the show on the road to reach those who couldn’t make it to RSNA
• Set (and exceeded) measurable goals

It’s that time when everyone begins to reflect back on the year winding down, while also eagerly awaiting the new one that’s just ahead.

So in that vein, I wanted to share some perspective on what you can expect from me in 2023.

We all want our trade shows and events to be memorable.

Instead they often wind up mostly forgotten by the audience. But Phil Mershon doesn't believe it has to be that way. Listen in as he shares strategies for how to:

• Lean into your audience's interests to create "magical moments"
• Pay attention to the audience journey (especially for first-timers)
• Create a culture for serendipity
• Craft ways to avoid overwhelm

Our economy – and climate – is changing and trade shows need to adapt along with it.

In this rebroadcast of Virtual Lunch, Rhiannon Andersen joins us to discuss the Sharing Economy:

• What is it and how does it fit in with exhibit marketing?
• What are the benefits for exhibitors and the environment?
• How can you get buy-in from executives at your company?
• How can virtual experiences be better integrated into events?

Working a trade show booth requires you to think on your feet and adapt with each visitor who enters your booth. You’ve got to be prepared for almost anything – kind of like taking a turn on an improv stage.

So in this rebroadcast of Virtual Lunch, edutainer Rebecca P. Murray provides expert tips for how to:

• Develop a hook that will engage attendees
• Use three key transition phrases
• Get beyond “stage fright” in the booth
• Plus … a sprinkle of advice from Mary Poppins and Mr. Rogers

There has never been a more important time for exhibitors to have a voice in the trade show industry.

In this rebroadcast of Virtual Lunch, Jessica Sibila introduces us to a brand new group that's been formed to help address exhibitor challenges and ensure the success of our industry. You'll discover:

• What The Exhibitor Advocate is and how it came to be
• Who it's created for and what it provides
• Who had the vision and passion to create it
• How you can get involved

These days, it’s a full-time job to keep up with what’s happening in event tech. Ideas and tools are changing fast and it’s hard to know which ones you should be incorporating into your trade shows and events. So in this episode, we’re getting some straight-up perspective from Josh Hotsenpiller on what you should be paying attention to, including:

• How you’re serving those who aren’t showing up for your in-person events
• How AI (artificial intelligence) can help bring people together
• What role digital tools play alongside physical events
• What to consider for the metaverse and other emerging trends

The results are in ... video is the champion of online content, and you better get in the game.

But how do you create videos that get watched, shared, and remembered?

Get advice from an expert!

Now I don't profess to be an expert when it comes to video. So I invited my friend, Lou Bortone, to be our guest on Virtual Lunch. Lou is a former executive at E! Entertainment Television as well as an online video guru. In this rebroadcast he shares helpful tips you can put to use before, during and after your trade shows and events – as well as in your everyday marketing. Learn how to:

• Craft a story that connects with your audience
• Create personalized videos
• Discover the right types of video for your goals

No doubt we all wish we had a crystal ball to see what the future of trade shows might look like.

Or do we really need one?

If there’s one thing that’s become painfully obvious after the past two years, it’s how unlikely our industry is willing to readily accept change.

It doesn’t have to be this way! Instead, here’s what the New Era of trade shows could look like ...

Do you take your exhibit too seriously? Are you forgetting to have fun in your booth?

In this rebroadcast of Virtual Lunch, bestselling author Dr. Bob Nelson (1501 Ways to Reward Employees, Work Made Fun Gets Done!) shares creative ideas and strategies for:

• Boosting your booth attraction
• Motivating and rewarding your staff
• Tapping a hidden resource to connect with attendees on their level