Trade Show University for Virtual & Live Events – Details, episodes & analysis

Are all trade shows created equal? Absolutely not — especially when crossing the Atlantic! In this episode, host Jim Cermak welcomes Andy Hickinbotham from Tecna UK to dive deep into the key differences between trade shows in the UK and the US. From logistics and booth design to attendee engagement and lead generation, Andy provides a masterclass for first-time international exhibitors looking to maximize ROI — and have fun doing it!

Whether you're planning your first UK event or looking to fine-tune your global strategy, this conversation will give you valuable tools, tips, and tactics to succeed.

💡 What You’ll Learn:

✅ The biggest misconceptions US exhibitors have about UK trade shows

✅ How exhibiting in the UK can be simpler and more efficient

✅ Design and psychology: why UK stands often focus on experience, not just spectacle

✅ Lead capture & engagement tools that are common (and effective!) in the UK

✅ Key differences in drayage, shipping, and setup

✅ Why hospitality, touchpoints, and gamification matter more than ever

✅ How to prepare your team: training, strategy, and pre-show alignment

✅ Using heat mapping and analytics to improve booth performance

✅ The rising importance of sustainability and carbon tracking in UK events

✅ Tips for working with local brand ambassadors to connect with UK audiences

Contact Andy Hickinbotham:

📧 Email: andy@teamtecna.com

🔗 Connect with Andy on LinkedIn: https://www.linkedin.com/in/andrew-hickinbotham-07893744/

🌐 Visit Tecna’s Website: www.teamtecna.com

Connect with Jim Cermak:

📧 Email: jim@tradeshowu.biz

🔗 Connect with Jim on LinkedIn: https://www.linkedin.com/in/jimcermak/

🌐 Visit Trade Show University's Website: www.tradeshowu.biz

🌐 Grab our exclusive GOAL SETTING for Trade Shows Course - Small Businesses just $59! https://trade-show-university.trainercentralsite.com/Courses

🔗 Schedule a Free Brainstorming Discovery Call: www.calendly.com/tradeshowu

Are all trade shows created equal? Absolutely not — especially when crossing the Atlantic! In this episode, host Jim Cermak welcomes Andy Hickinbotham from Tecna UK to dive deep into the key differences between trade shows in the UK and the US. From logistics and booth design to attendee engagement and lead generation, Andy provides a masterclass for first-time international exhibitors looking to maximize ROI — and have fun doing it!

Whether you're planning your first UK event or looking to fine-tune your global strategy, this conversation will give you valuable tools, tips, and tactics to succeed.

💡 What You’ll Learn:

✅ The biggest misconceptions US exhibitors have about UK trade shows

✅ How exhibiting in the UK can be simpler and more efficient

✅ Design and psychology: why UK stands often focus on experience, not just spectacle

✅ Lead capture & engagement tools that are common (and effective!) in the UK

✅ Key differences in drayage, shipping, and setup

✅ Why hospitality, touchpoints, and gamification matter more than ever

✅ How to prepare your team: training, strategy, and pre-show alignment

✅ Using heat mapping and analytics to improve booth performance

✅ The rising importance of sustainability and carbon tracking in UK events

✅ Tips for working with local brand ambassadors to connect with UK audiences

Contact Andy Hickinbotham:

📧 Email: andy@teamtecna.com

🔗 Connect with Andy on LinkedIn: https://www.linkedin.com/in/andrew-hickinbotham-07893744/

🌐 Visit Tecna’s Website: www.teamtecna.com

Connect with Jim Cermak:

📧 Email: jim@tradeshowu.biz

🔗 Connect with Jim on LinkedIn: https://www.linkedin.com/in/jimcermak/

🌐 Visit Trade Show University's Website: www.tradeshowu.biz

🌐 Grab our exclusive GOAL SETTING for Trade Shows Course - Small Businesses just $59! https://trade-show-university.trainercentralsite.com/Courses

🔗 Schedule a Free Brainstorming Discovery Call: www.calendly.com/tradeshowu

Innovative New Product entrepreneur and small business owner, Lauren McLaughlin of ChangeUp Kids (https://www.changeupkids.com), shares her story of how she found huge success at her very first BIG Trade Show! Her product for Parents of Kids was perfect for the Event she chose.

** Want More LEADS, More SALES and More PROFITS at your next Trade Show?

Book a free 15-minute strategy call here: https://calendly.com/tradeshowu

Lauren is a mom of three adventurous boys, and we are constantly on the go. I always desired a place for them to get changed with privacy without having them go into public bathrooms after a sandy day at the beach.

Change Up Kids is a portable changing station that gives kids and families Dignity, Privacy and Convenience.

Lauren attended the MomCon expo (https://www.momcon.co/) for a couple of years as an attendee and saw this event as the perfect place to launch her new product. Thousands of moms attend each year.

She realized being at the right show wasn't enough, so reached out to Jim Cermak of Trade Show University. Jim coached her as she prepared for MomCon and the 5,000 moms that were going to be there. She ultimately made changes to her signage, displays, offers, and engagement questions.

You will love her energy and her story as she shares what worked well and what needs to be improved for the next show!

Connect with Lauren:

• ChangeUp Kids: https://www.changeupkids.com/
• Email: lauren@changeupkids.com
• IG: https://www.instagram.com/change_up_kids/

Training Videos & Tips - Subscribe: https://www.youtube.com/@tradeshowuniversity

Email Jim: jim@tradeshowu.biz

Trade Show PRO Tips - these are quick and powerful episodes that help exhibitors that are ready to go beyond the basics! If you are just starting out with trade shows, be sure to get great at the basics, and then start to incorporate some PRO Tips! Click here for episodes on the Basics

Trade Show PRO Tip #1 - Fill your calendar BEFORE the show!

• If you are going to the right show, no matter how big or small, ideal connections will be there.  Could be current or potential customers, vendors, suppliers, or other important connections.
• Remember to make time outside the show hours to connect with these people
• If it’s a multi-day show, reach out and set meetings, breakfasts, lunches and dinners well before the show.  The key is to get on someone’s calendar before someone else does.
• I have seen way too many times people get to a show with every intention of taking a good customer or prospect out to dinner, only to strike out and eat alone. 
• You may have one chance to get with that person face to face, so get creative and max out your schedule. 
• From early morning breakfasts to late-night drinks, the opportunities are plentiful. 
• If someone already has a morning exercise routine, offer to go on a walk or run together while you talk.  Or get a time on the schedule for a few minutes during the day and the show.
• One guarantee – once you get to the show, everyone is bombarded with new opportunities for lunches, dinners, after-hours, and other networking events.
• Even if it’s a one-day show, still take advantage of time before or after the show for a meeting.  Just be sure to book it in advance.
• So go to your next trade show with an absolutely full calendar and you will be blown away by your results!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Check out the new Trade Show University YouTube channel where we feature a growing number of training videos to help businesses get More Leads, More Sales and More Profits through the power of Trade Shows! Many videos are exclusive to YouTube and not found on the podcast. Visit, Subscribe and Binge! https://www.youtube.com/@tradeshowuniversity

Welcome to another in our series of 5-minute podcast episodes called...

Perfect Pairings - Events, Food & Wine! Featuring Food & Wine Entertainment expert, Michael Green!

Today's Topic - Where to Select Your Dinner Location

• If Sponsoring - make sure your location is close OR provide transportation so you are not competing with other opportunities
• Make it easy! Give them an Uber code
• Make it Compelling! Make the venue or food a differentiator!
• Your marketing has to be compelling as well!
• Michael shares other amazing Tips and options

Learn more about Michael Green at www.michaelgreen.com

Join the Trade Show University email newsletter for weekly tips, tools and expert advice to maximize the ROI for your next trade show or event!

• Visit tradeshowu.biz and drop your email on the home page!
• Subscribe at Apple  Google  Spotify

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Check out the new Trade Show University YouTube channel where we feature a growing number of training videos to help businesses get More Leads, More Sales and More Profits through the power of Trade Shows! Many videos are exclusive to YouTube and not found on the podcast. Visit, Subscribe and Binge! https://www.youtube.com/@tradeshowuniversity

If the last couple of years has told us anything, it's that we need Human Connection. We crave being around other people in community. So how do we effectively do that without going back to our old ways of doing things?

To shed light and bring value to this discussion is Josh Hotsenpiller, the CEO of JUNO, an all-in-one digital events and engagement platform. As a successful entrepreneur with a decade of experience in building community software platforms, he has worked with a variety of organizations that help digital and live events to reach a new level of connection.

We Discuss:

• Why we need to build Community throughout our events - before and after
• Why is human connection important?
• Can it be done online/virtually? If so, how?
• How and why to scale?
• And so much more!

Josh's Top Tips:

• Invest in your soft/human skills. They are needed now more than ever!
• Be intentional with yourself and others

Connect with Josh & Learn More about Juno:

• Web - https://junolive.com/
• Josh's LinkedIn - https://www.linkedin.com/in/joshhotsenpiller/
• Juno's LinkedIn - https://www.linkedin.com/company/junolive

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Check out the new Trade Show University YouTube channel where we feature a growing number of training videos to help businesses get More Leads, More Sales and More Profits through the power of Trade Shows! Many videos are exclusive to YouTube and not found on the podcast. Visit, Subscribe and Binge! https://www.youtube.com/@tradeshowuniversity

Welcome to another in our series of 5-minute podcast episodes called...

Perfect Pairings - Events, Food & Wine! Featuring Food & Wine Entertainment expert, Michael Green!

Today's Topic - Branding Your Company with Food & Wine!

• Just like you brand your booth with graphics and your staff with matching shirts, you can use food and wine to match the brand of your company
• Think innovative, creative, fresh - whatever terms match your brand, find food and wine that is described the same way
• Check out Alinea - the Chicago-based restaurant Michael mentioned for a unique experience!
• Michael shares other amazing Tips and options

Learn more about Michael Green at www.michaelgreen.com

Join the Trade Show University email newsletter for weekly tips, tools and expert advice to maximize the ROI for your next trade show or event!

• Visit tradeshowu.biz and drop your email on the home page!
• Subscribe at Apple  Google  Spotify

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Check out the new Trade Show University YouTube channel where we feature a growing number of training videos to help businesses get More Leads, More Sales and More Profits through the power of Trade Shows! Many videos are exclusive to YouTube and not found on the podcast. Visit, Subscribe and Binge! https://www.youtube.com/@tradeshowuniversity

For my guest Stephan Murtagh - also known as The Exhibition Guy - Exhibitions & Exhibiting are his passion! Being a small part of an Organizers, Exhibitors or Contractors success is what drives me every day...28 Years later and he's as passionate today as I was right at the beginning.

Stephan is here to share The 7 Steps to Exhibition Success!

Steps 1-3 - Before the show

Steps 4-6 - During the Show

Step 7 - After the Show

1. Have a 1-2 page Written Plan - cover Sales AND Marketing
2. Set 3 Clear Objectives
3. Pre-Show Marketing - 70% online, 30% offline
4. Booth Design
5. Must be Engaging
6. Selling at Exhibitions is Different
7. Make a Plan to Follow up on our Leads - must follow up within 6 days!

Stephan's Top Take Away:

• If you fail to plan, you plan to fail!

Stephan would like to help your business with:

• Organiser sales team training
• Exhibitor 7 steps program

Connect with Stephan Murtagh - The Exhibition Guy!

☎️ Dublin - +353 86 7750420

☎️ London - +44 204 5713018

LinkedIn - https://www.linkedin.com/in/the-exhibition-guy/

Twitter - https://twitter.com/ExhibitionGuy1

📫 stephan@theexhibitionguy.com

Web - www.theexhibitionguy.com

Get a Free Gift to Grow Your Trade Show Results!

Just drop your email on the home page at tradeshowu.biz

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Check out the new Trade Show University YouTube channel where we feature a growing number of training videos to help businesses get More Leads, More Sales and More Profits through the power of Trade Shows! Many videos are exclusive to YouTube and not found on the podcast. Visit, Subscribe and Binge! https://www.youtube.com/@tradeshowuniversity

Welcome to another in our series of 5-minute podcast episodes called...

Perfect Pairings - Events, Food & Wine! Featuring Food & Wine Entertainment expert, Michael Green!

Today's Topic - Booth Talent!

• Going outside your company and bringing in talent to draw attendees to your booth
• Think of authors to do a book signing, celebrities, or even around food or beverage
• Do a wine tasting with a sommelier, a barista to make coffee drinks, food experts to do tastings, and more!
• Food and drink is the ultimate connector!
• Michael shares other amazing Tips and options

Learn more about Michael Green at www.michaelgreen.com

Join the Trade Show University email newsletter for weekly tips, tools and expert advice to maximize the ROI for your next trade show or event!

• Visit tradeshowu.biz and drop your email on the home page!
• Subscribe at Apple  Google  Spotify

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Check out the new Trade Show University YouTube channel where we feature a growing number of training videos to help businesses get More Leads, More Sales and More Profits through the power of Trade Shows! Many videos are exclusive to YouTube and not found on the podcast. Visit, Subscribe and Binge! https://www.youtube.com/@tradeshowuniversity

Through the pandemic, most show organizers and planners saw their revenue disappear. Now with the return to in-person events, harnessing the power of the data already being captured through Data Analytics can mean a true Return to Revenue for these organizers!

Joe Colangelo is the Co-Founder and CEO of Bear Analytics - a technology company that powers event success. Obsessed by the fundamental belief that data-driven insights make for better event outcomes and experiences, which has led to the development of Bear IQ. Bear IQ is the industry-leading event analytics platform that powers the measurement, design, and growth of the world’s best experiences - all possible via the data you're already collecting.

We Discuss:

• What are some of the benefits one can expect from Data Analytics?
• What are some ways today's trade show organizers can use data to grow revenue?
• How can the average organizers incorporate data into their everyday lives?
• What is the expected return on investment for event analytics?

Joe's Top Tips:

1. Your events are generating more meaningful data than ever - enable it to work for you
2. Analytics is like exercise - a little bit each day goes a long way to overall event health
3. Behavioral insights is still at its infancy - now's the time to get it working for you

Joe's Top Takeaways:

• It's easier than ever to get data moving across systems and integrated with systems you use every day
• Data turns people into superheroes
• You will see outsized gains that compound event to event by using data - that's the power of compound efficiency

Contact Joe Colangelo:

• Email: joe@BearAnalytics.com
• Web: BearAnalytics.com

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Check out the new Trade Show University YouTube channel where we feature a growing number of training videos to help businesses get More Leads, More Sales and More Profits through the power of Trade Shows! Many videos are exclusive to YouTube and not found on the podcast. Visit, Subscribe and Binge! https://www.youtube.com/@tradeshowuniversity