Podcasts about exhibitor magazine

The recent shifts in trade show booth design reflect a significant influence from the post-COVID era, embracing a blend of comfort and informality, characterized by the emerging 'resimercial' aesthetic. This trend places a heightened emphasis on seamlessly merging residential and commercial elements within booth constructions. A compelling discussion on this transformation was the subject of this episode of Eventist365, featuring Yanique's conversation with Charles Pappas, Senior Writer at EXHIBITOR Magazine. The conversation revolved around sustainability, the phenomenon of greenwashing, and the adoption of inclusive language in booth designs. Notably, these innovations hold particular appeal for the upcoming generation of marketers, including Gen Z individuals destined for future roles as Vice Presidents or C-level executives. This shift favorably positions companies for a future where inclusivity and environmental consciousness play pivotal roles in shaping successful marketing strategies. Highlights: 00:26 Sneak peek of exciting trends that Charles predict 02:13 The casual thing in tradeshow and its relative budget 05:08 Sustainability vs Pretty of green walls 07:59 Biophilia exhibiting technique for sustainability and promoting green efforts 13:23 Gen Z to lead sustainable changes in events marketing over next decade. 15:39 Diversity, equity, and inclusion in the events industry with focus on social responsibility 21:27 The psychology of trade show booth design trends  23:06 The next big thing in trade show booth designs for Charles Pappas CONNECT WITH CHARLES PAPPAS:  LinkedIn - https://www.linkedin.com/in/charles-pappas-8a657b3/ CONNECT WITH YANIQUE DACOSTA: Podcast Social Media Accounts www.facebook.com/groups/eventist365/ https://twitter.com/eventist365 https://www.instagram.com/eventist365 https://www.facebook.com/MissYaniDoesStuff/ https://twitter.com/YaniDoesStuff https://www.instagram.com/YaniDoesStuff/ https://www.linkedin.com/in/ydacosta/ Graphic Design Firm for Corporate Events: https://www.facebook.com/TheYKMD https://twitter.com/theYKMD https://instagram.com/theYKMD https://www.linkedin.com/company/ykmd/z Graphic Design Firm Websites: https://theykmd.com/ http://daily-designer.com/

In this episode, we are breaking down how businesses spend their trade show dollars based on an article from Exhibitor Magazine. From here you can learn if maybe you're spending too much or too little in an area. Plus I'll share the shocking and critical thing that is missing from these numbers!32% - Booth Space, - for the opportunity to get in front of your target customer. McDonalds – Real Estate. Best spots are not cheap!11% - Show Services, - carpet, internet, electricity, vacuuming and more. that means on average 43% is just being there!9% - Shipping,14% - Exhibit Design & Construction, - Not talking about graphics, just the exhibit itself. Obviously larger booths can cost a lot more, but still it's the percentage.6% - Graphic Design & Production, - work with someone that understands trade shows! More like billboards than a magazine.13% - Travel & Lodging,5% - Marketing & Promotions, - a lot more online marketing options today, and important to let people know you're going to be there so you're not lost.3% - Virtual Exhibits & Events, - this can definitely grow over time7% - Other. – writing, content creation, brand ambassadors, more.Look at how you are spending your trade show dollars. If you don't have it broken down like this, do it and compare!Here's one thing that I don't see anywhere in this article or breakdown. And in my opinion can literally make all the money we have talked about a fantastic investment, or money thrown away, wasted, burned. And that's training and coaching.You have to train your staff the right way for maximum ROI. You can get everything else right – best looking booth, great location at the right show, great marketing and everything else. But if your team isn't trained on how to engage with attendees and bring them into your Booth Flow, or Attendee Journey, you are missing out on huge opportunities.I guarantee that. You are throwing away good money!And if you don't have a solid plan for that attendee journey that everyone is on board with, same thing. Money just thrown away.Here's another thing I know – company leaders are trusting their people are doing these things. Sometimes it's a new marketing person who is coordinating everything. And they may do a solid job making sure the booth looks fantastic and all the I's are dotted. But they may not know about training properly or the booth flow, or setting the right metrics and goals.These are the basics and need the proper investment! You don't know what you don't know.I love bringing an expert outside look to companies to not only see the light bulbs go on, but at the end to help them exceed their goals and crush Roi!Get the Trade Show University email newsletter for weekly tips, tools, and expert advice to maximize the ROI for your next trade show or event - all for FREE!Visit tradeshowu.biz and drop your email on the home page!Subscribe at Apple Google SpotifyMentioned in this episode:Trade Show University Episode GuideMany have asked, "Is there an easier way to find the episodes and topics I need?" Now there is!!! Happy to launch our Episode Guide! It's like your curriculum for Event Success

Trade shows are changing rapidly. The event space too. It's not uncommon to see people fail because they use a 2019 playbook in the year 2022.That's a bit of the harsh reality. Trade show methods and strategies, or at least the ones most people use, are still living in the past - we can thank COVID for that.It's time to invent a new way of doing tradeshows (because the old way frankly just doesn't cut it anymore) - it's for that reason we started this show and why Matt Kleinrock, CEO of Rockway Exhibits + Events, is featuring guests like Travis Stanton.Travis Stanton is the Editor in Chief of EXHIBITOR Magazine, the award-winning leader in trade shows and corporate event marketing education. Here's what we covered on this episode of Event Marketing Redefined:- Why Tradeshows are changing and the new way of implementing tradeshows.- How to create a genuine connection between a creator and an audience.- How to train staff effectively for your tradeshow event.- The 2023 tradeshow playbook: What to look for, trends, etc.- And much more!Do you want to take your tradeshow to the next level? If so, you don't want to miss this interview!Connect with Travis Stanton: On his LinkedIn: https://www.linkedin.com/in/travis-stanton-758a084/Connect with Me:On my LinkedIn: https://www.linkedin.com/in/matt-kleinrock-9613b22b/On my Company: https://rockwayexhibits.com/

Mark speaks with Don and Mike about the newest changes with Exhibitor Media Group, Exhibitor Magazine and ExhibitorLive. TheDonAndMikeShow.net and ExhibitCityNews.com

Eldon Miller :: Afton, Iowa :: 641.414.3352Call Eldon Today, Don't Text!!Matt Lautner & Bill Elliott Of Illinois Host!! ::www.MLCBigShow.com

Episode 9: Christina Piedlow is the President and CEO of TPG Trade Show and Event Marketing, an experiential marketing agency that specializes in bringing brand messaging to life in the event space. Her work has won awards, most recently a Silver Stevie Award for Best Corporate and Community B2B Virtual Event, and has been featured in several publications, including Exhibitor Magazine. Christina also has a passion for musical theatre and performs with New Musicals Inc. to bring new works to the stage.  Book a call HERE to see if it's a good fit for us to work together - it's a free call!

World's Fairs hosted in American cities, like Chicago in 1893 and New York in 1964, are remembered as odes to progress. The United States showcased its prowess on the world's stage and exhibitions awed visitors with the latest technological marvels. But America hasn't hosted a World's Fair in nearly 40 years. In this episode, Charles Pappas explores the impact the fairs once had, how they've changed since the days of sunny optimism, and whether the United States could again host a World's Fair in the near future. Charles is a senior writer at Exhibitor Magazine, where he covers trade shows and World's Fairs, and the author of https://www.amazon.com/Flying-Cars-Zombie-Robot-Overlords/dp/1630762393/ (Flying Cars, Zombie Dogs, and Robot Overlords: How World's Fairs and Trade Expos Changed the World).

World’s Fairs hosted in American cities, like Chicago in 1893 and New York in 1964, are remembered as odes to progress. The United States showcased its prowess on the world’s stage and exhibitions awed visitors with the latest technological marvels. But America hasn’t hosted a World’s Fair in nearly 40 years. In this episode, Charles Pappas explores the impact the fairs once had, how they’ve changed since the days of sunny optimism, and whether the United States could again host a World’s Fair in the near future. Charles is a senior writer at Exhibitor Magazine, where he covers trade shows and World’s Fairs, and the author of Flying Cars, Zombie Dogs, and Robot Overlords: How World’s Fairs and Trade Expos Changed the World.

Marathon MayhemGuest: Jody Sowell, Managing Director of Strategic Initiatives for the Missouri Historical SocietyThe many disasters of the 1904 Olympic Marathon led the event director to conclude that marathons were “man-killing,” almost resulting in the marathon being excluded from the Olympics for good. Jody Sowell relates the funny misadventures, redemptive stories, and lasting legacy of the 1904 games. Not that we're doing the "plunge for distance" anymore . . .  Wacky Inventions and World's FairsGuest: Charles Pappas, senior writer at Exhibitor Magazine and author of “Flying Cars, Zombie Dogs, and Robot Overlords: How World's Fairs and Trade Expos Changed the World”Colt revolvers, ice cream cones, and ATMs were all introduced at trade fairs, which have served as incubators of innovation for more than a century. And speaking of incubators, one world's fair featured live babies in incubators, which helped to persuade a skeptical public of their lifesaving power. But there have been truly weird entries, like Salvador Dali's lobster women, that have debuted there, too.  

The future of tradeshow marketing with Rhiannon Anderson, Chief Marketing Officer at Steelhead Productions. Rhiannon has served as the CMO and Co-Owner at Steelhead Productions, who specialize in custom rental exhibits for some of the most exciting brands in the country and has been awarded Exhibitor Magazine’s Top 40 Providers in the event industry. Rhiannon oversees all of Steelhead’s business development, as well as internal and external communications. In that role, she has guided the company through the greatest recession of our time and gone on to help grow the business by over 630%, while becoming one of Inc. 5000’s Fastest-Growing Companies in America. Rhiannon's company’s role in the cannabis industry is helping cannabis brands in an exhibitor setting like at trade shows. We’ve all seen the gigantic expo floor at NCIA’s national conferences, but social distancing means that’s going to look different whenever those restrictions relax. We talk about the future of tradeshow marketing and event marketing, as well as what Rhiannon is seeing or predicting when it comes to this subject.

The future of tradeshow marketing with Rhiannon Anderson, Chief Marketing Officer at Steelhead Productions. Rhiannon has served as the CMO and Co-Owner at Steelhead Productions, who specialize in custom rental exhibits for some of the most exciting brands in the country and has been awarded Exhibitor Magazine’s Top 40 Providers in the event industry. Rhiannon oversees all of Steelhead’s business development, as well as internal and external communications. In that role, she has guided the company through the greatest recession of our time and gone on to help grow the business by over 630%, while becoming one of Inc. 5000’s Fastest-Growing Companies in America. Rhiannon's company’s role in the cannabis industry is helping cannabis brands in an exhibitor setting like at trade shows. We’ve all seen the gigantic expo floor at NCIA’s national conferences, but social distancing means that’s going to look different whenever those restrictions relax. We talk about the future of tradeshow marketing and event marketing, as well as what Rhiannon is seeing or predicting when it comes to this subject.

Are you doing lots of Zoom calls or other Web Conferencing? Have you ever been on one of those video conferences and the speaker had all kinds of drama in the background causing you to disregard the speaker? What about if you are on a live TV interview and your daughter comes up laughing in the background? HORROR for sure!!! What if you had another creative format to market your business with your companies message literally staring right at your customers? Author and local marketing expert Nike Roach interviews the CEO of Apple Rock Eric Burg about the power of imaging in your next Zoom call to brand your business. Eric has led Apple Rock with a level of creativity in sales and operations that has allowed the company to remain fiscally responsible and budget-conscious while expanding into new markets as an essential business supplier. Eric has a great ability to cultivate a team of leaders and their teams to be highly effective while having a strong focus on customers. His passion for helping new and existing businesses is evident in the relationships he has built and continues to build. Apple Rock’s recent expansion into, Las Vegas, New York/New Jersey and Lorton, VA is a true testament of Eric’s ability to lead, innovate, and create success even in the most challenging times. Apple Rock is also the proud recipient of the Sharpe Award from OSHA for a very safe workplace and demonstrating a commitment to workplace safety. We were just named as Exhibitor Magazine’s Top 40 Exhibitor Builders in the Country for 2020. Since 1989 Nike Roach has been in the health and wellness field. He has studied massage therapy and healthcare in Europe, Asia, Canada, and the United States. He now helps massage therapists and other business professionals become the industry leaders with simple tools. Let's Connect Web: https://www.niikeroach.com/giftcardFacebook: https://www.facebook.com/anike.roach/Instagram: https://www.instagram.com/nikeroachLinkedIn: https://www.linkedin.com/in/nikeroach/

If you ask most any new exhibitor how successful their experience was, you’re likely to hear an exuberant answer about how many business cards they collected. The problem is – that probably hasn’t accomplished very much. That’s because getting the most out of your trade show leads requires so much more than going home with a stack of business cards – which likely won’t even be followed up! In a 2015 Sales Lead Survey conducted by EXHIBITOR Magazine, nearly all exhibitors said they collect leads on the show floor but only 70 percent have any formal plan or process for

Are you a trade show event marketer?  If you have achieved something unique for your company in face-to-face marketing, now is the time to nominate yourself to be an EXHIBITOR Magazine All-Star!  Travis Stanton, EXHIBITOR Editor, shares insights in this interview about EXHIBITOR including the All-Star Awards, how to get nominated and how it can impact your career. All-Star Awards Overview The annual All-Star Awards celebrates corporate event planners who have contributed to their company’s trade show program by doing something that made a big impact.  Award winners have all not only overcome a challenge, they have the data to demonstrate measurable results. This is an incredible opportunity to shine a light on your own achievements or something a friend or colleague has done.  If you have never won an Exhibitor award and are a trade show exhibit manager or corporate event manager, this is the perfect award for you!   Not only will you be featured in EXHIBITOR Magazine, you also receive a free one-day pass to EXHIBITORLIVE 2020!   7 Insider Facts About the EXHIBITOR All-Star Awards: Criteria to Win:The committee is looking for industry leaders who have achieved measurable results. Any challenge you faced-including the idea that “we can do better” and implemented a solution. How to Evaluate Your Accomplishments:Take a look at what you have accomplished. Past Winners Include:Trade Show Exhibitors who worked to create a measurement procedure, innovative event apps, overcome corporate mergers to create more efficiencies with their program. How To Get Nominated:You can self-nominate or an agency can nominate a client, or have a colleague nominate you. Who Wins:Your program doesn’t have to be big to win.“Small companies to big budgets and everything in between have been past winners.  "Clever, DIY solutions that not only save money or increase leads can win”-Travis Stanton Being in the CTSM Program can help:You don’t have to be in the CTSM program but it might help you to think of your best practices that you have done to apply. How much does it cost:It is free to submit your awards entry. Favorite Resource:  Travis shared the best way to find inspiration-go check out trade shows outside of your industry.  You can look at local fairs, festivals, museums and other places if you aren’t able to travel to a show. You will be surprised how much you see can be applied to your program. You can find Travis on LinkedIn and at ExhibitorOnline and EXHIBITOR LinkedIn group.  Subscribe to the e-newsletter and the magazine for news in the industry. This is your time, if you have accomplished a measurable success for your trade show program.  Complete the online entry form and see where this will take you!  And if you have any questions about this episode, reach out to me, I love hearing from you! Editing Credits: As always, a big thanks to Christy Haussler with Team Podcast for editing this episode.

If you love the trade show event industry and want to have an impact-then Exhibitions Day is an event you should consider attending to have your voice heard.   Diane Benson, Diamond CTSM, shares her first-time experience at Exhibitions Day representing HCEA through IAEE in Washington D.C. on June 4thand 5th.  Find out in this interview what it was like to go to Capitol Hill, meet with representatives and have the chance to share important information about our 97-billion-dollar industry. 4 Key Pillars to Help the Trade Show Industry at Exhibitions Day Exhibitions Day has four primary topics that they bring to Capitol Hill to help grow our industry: Investing in America’s Transportation Infrastructure: “According to the World Economic Forum, the U.S. ranks ninth in the world in infrastructure quality. Inadequate supply of infrastructure is one of our top 10 most problematic factors for doing business.”- Exhibitions Day. The goal is to make it easier to travel within the United States for all using our roads, trains, and air travel. Secure Travel Partnership Act of 2019 (H.R. 1996): “In 2017, 23 million travelers arrived in the U.S. from Visa Wavier Program countries and generated $190 billion in economic activity. Visitors from the 38 countries that participate help generates a $77 billion trade surplus for the U.S.” - Exhibitions Day. Change the name of the current Visa Waiver Act to make it easier for 38 countries to visit the United States for business. JOLT Act of 2019 (H.R. 2187): “Overview: Over 1.2 million jobs across America are directly supported by international inbound travel. For the U.S. to grow that number as well as regain and increase our share of the global travel market, it is important to improve and expand the programs we currently have in place.”-Exhibitions Day. The hope is to increase the opportunity for more countries to visit the United States for our trade shows. Protecting Brand USA: Reinstate the budget for marketing outside of the United States to help drive businesses to attend and participate in the trade show industry.“The marketing ROI previously was 28:1-every $1 Brand USA spent on marketing generated $28 in spend by international visitors.”-Exhibitions Day.  2 Reasons You Should Sign Up: Sign up-it is free! Each first timer is paired up with someone who has been before. Get Involved and Have Your Voice Heard: It matters to get more attendees to our exhibitions and grow our industry. Want to learn more? Check out HCEAConnectAugust 17th-20thin Miami, FL, where I will be interviewing Diane Benson live about #ExhibitionsDay! Diane’s Favorite Resources: HCEA, Exhibitor Magazine, CTSM Where to find Diane Benson:Twitterand LinkedIn A big thanks to Diane Benson for being on the show and sharing her insights and information to help empower our listeners. Editing Credits: As always, a big thanks to Christy Haussler and Team Podcast. Exhibitus participates in Exhibitions Day and feels it is an important responsibility to share our support.

TradeshowGuy Tim Patterson chats with Charles Pappas, senior writer at Exhibitor Magazine, and author of the new book “Flying Cars, Zombie Dogs and Robot Overlords,” a look at the history of expos, exhibitions and tradeshows. He’s the perfect guy to write this book. Check out the blog at http://tradeshowguyblog.com http://tradeshowguyexhibits.com http://tradeshowexhibitbuyerskit.com http://tradeshowsuccessbook.com - get your free copy of my book!

This is the episode for exhibit managers, marketers and trade show industry insiders who want to differentiate yourselves, get promoted and be viewed as an industry expert.  Randy Acker, President and COO of Exhibitor Media Group shares an insider look at ExhibitorLive, the certification and speaking programs available and he gives real life examples about people whose lives were forever changed by Exhibitor Magazine and Exhibitor Media Group programs.  Here is what you will learn in this episode: 6 Ways to Differentiate Yourself and Your Trade Show Program Why You Should Invest In Continuing Education: Find out why the Exhibitor CTSM programs help you internally and with your trade show program results. How You Can Get Promoted: Attending ExhibitorLive and going to the programs there has helped marketers be viewed as industry experts. What Exceptional Event Programming Delivers: Unique 100% money back guarantee helps employers know they are getting value from ExhibitorLive, FastTrak and eTrak. Why Trust is So Important: Buyers don’t purchase an expensive piece of equipment over the internet.  Face-to-Face marketing is based on Trust and that can be established in a variety of in-person meetings including on the trade show floor. How Attendees Experience Value: ExhibitorLive requires all speakers to go through their speaker training. Industry Trends: Face-to-Face relationships, personal interactions is still a key component of all buying decisions.   Show Notes Introduction: Randy Acker is the President and COO of Exhibitor Media Group-Exhibitor Magazine, ExhibitorLive, FastTrak, eTrak and industry specific programs.  Exhibitor Online is the gold standard where marketers can gather information about what is happening in trade show events and meeting planning and apply the strategies shared to their jobs. 1:18 Welcome Randy Acker to the show. 1:37 How ExhibitorLive is so impactful and why is it beneficial to marketers We are an $80 billion dollar industry and higher education doesn’t offer much in the way of education. 2:12 Too many people learn by way of the “school of hard knocks” and that is a really hard way to learn. 2:20 Back in 1982 Lee Knight, Owner and Founder of Exhibitor Media Group, created a vehicle for people to learn about our industry. 2:38 There are so many stories to share and Randy’s favorite takes place a number of years ago.  A woman came up and said:  “You are Lee Knight” and he replied, “Why yes I the next thing she said was “You Saved My Life”.  She was able to figure out her job requirements from reading Exhibitor Magazine. 3:06 So many people share how Exhibitor Magazine helped them learn about the industry and their jobs from the content in their publication and programs. 3:28 Randy shares how there is nothing more rewarding as an educator than knowing that he has made a difference in people’s lives.   3:27 About 75% of the audience that goes to Exhibitor are women.  Natalie asks Randy: What are some of the challenges trade show marketers face and how does the certification program Exhibitor offers help them?  Randy confirms the majority of people doing events are women 35-40 years old. One of the biggest challenges since the recession of 2009 is that more and more people who manage a trade show program, are marketing generalists 4:30 Almost 90% of readers of Exhibitor Magazine are responsible for both trade shows and events.  Add in a downsized department and other responsibilities, dual roles and they are finding there is no one else helping them do what they do.  Supply side folks become a partner to help them. 5:06 The certification program started in 1993 through Northern Illinois University.  There are 600 candidates currently and about 4,000 people in the program. 5:23 Randy asks the question many marketers early in their career ask: “How do I elevate myself from an admin. to a creating a profession for myself?” 5:49 Students in the CTSM program build confidence, get promotions, learn self-discipline are viewed as an expert, know how to leverage best practices. And they bring this to their trade show programs. 6:21 For years people used to attend trade shows because competitors were there.  When marketers go through this program, they find that getting measureable results and more sales are the reason for being at a trade show. 6:40 The certification program includes 23 required courses and 5 electives.  The program gives a broad perspective for people in trade show marketing to leverage every aspect of their roles as marketers. 7:03 Continuing education is so important and the CTSM program has ROI to tie back to their role.  7:36 No matter what the experience level-senior people come away with something they didn’t know they didn’t know. 7:51 Articles for Exhibitor Magazine and programs are really focused on providing the best content. 8:27 Randy shares why it is so important to offer great content.  People in a downsized department who have dual roles of a marketing generalist and trade show manager have very limited time.  If they are making the commitment and if they take the time out of the office they make sure they get what they came for at the show. 8:32 Exhibitor Media Group has had a content strategists since 1987 to help formulate the educational sessions for the organization.  This person was a trade show manager and teacher, so creating a curriculum and quality control is something she does well.  This year for ExhibitorLive there are 169 educational sessions for 9:08 If you are selected to be a speaker for ExhibitorLive, you have to go through the speaker training.  Even if you are CEO who delivers over 100 presentations a year, you have to go through the speaker training program.  9:34 Randy shares why having high quality programs is so important. If people are using budget money, then the sessions need to meet the standard.  If the session doesn’t get high evaluation results, one of two things happen: 1. You are sent back for remedial training or you are not asked to come back. 10:01 Because of the Northern Illinois University (NIU) affiliation, they evaluate the programs for what are the learning components of a session. 10:28 What is the certification process like? In order to be certified, you have to take 23 classes, 5 electives and then prepare and take a 3 hour exam where you are locked in a room.  The experience is similar to the CPA exam. 10:41 The last item to do is you have to submit a portfolio of how you applied what you learned.  10:59 Whether you come to be certified or come for the education, Randy shares how their programs adhere to a high standard. 11:05 In fact, the standard is so high, there is a 100% money back guarantee, no questions asked. 11:22 The money back guarantee has a close connection to the heavily veted speaker process. 11:44 Founder Lee Knight in 1989 had a speaker who wasn’t able to attend.  Because Lee had been writing articles about the trade show industry since 1982 he thought he could teach the courses. 12:01 After the program was completed, Lee decided his delivery of the content didn’t meet the standards he expected for his attendees and he offered everyone who attended his two sessions their money back for those sessions. 12:14 This experience caused Lee Knight to make a commitment that it would never happen to attendees going forward 12:30 Each year, ExhibitorLive has over 1,200 attendees for the courses and they give less than 10 refunds. 12:40 The reason for the low refund rate is that it is all rooted back to heavily vetted speaker training and a commitment to quality. 12:55 The benefit of a refund policy: It makes a difference for some attendees to get their boss sign off because of the money back guarantee. 13:25 The takeaway for speakers and attendees at the program: “When you hear from your peers and get advice that is tangible to what you are doing it is very helpful to people who attend and give the sessions.” Randy said. 13:55 More and more of the people on the supplier side are being asked to be extensions of their clients marketing.  Supply side people are taking the courses as well. 14:46 There are exhibit managers who lose head count, sometimes have trouble landing a new position. Randy is asked what advice he has for people in transition. 15:14 The first thing to look at is how do you differentiate yourself for people. 15:25 There are 3rd generation graduates for the program and the benefit to them is that Fortune 100 job postings are requiring a CTSM certification as part of their job experience. 16:11 As you are in your role, one thing you have to do is to continually make your Results visible to your organization. 16:25 As part of creating your own personal brand, you need to set goals and ultimately measure your results so that you are viewed as an indispensable expert 16:51 You need to have engagement with people who do what you do. 17:03 Having a network is also so very important.  Surround yourself with people that do what you do, they understand what you do. 17:22 Attendees who experience ExhibitorLive, Fastrak, eTrak have been helped to be seen differently within their companies. 18:03 Natalie and Randy discuss why having a network, mentor and sponsor is so important for your career. 18:22 Randy shares that there are 4,000 candidates within the certification program and the 600 graduates are very connected getting together around the country. 18:43 Any candidate that comes into the certification program is assigned a mentor. 18:54 At ExhibitorLive there is peer-to-peer round table groups with beer and wine and snacks so attendees can get out of the formal classroom environment and network.  There are 50 topics to discuss and this creates the ability to create relationships at an intimate level. 19:30 There are a lot of life-long relationships created at the networking events. At ExhibitorLive, first time attendees are rounded up geographical so you can meet someone who might only be 20 minutes down the road.  Knowing someone close by allows the attendees to get together several times a year in person. 20:16  ExhibitorLive  also helps associations meet like the Healthcare Exhibitor Association (HCEA) who has a mini reception as well as industry associations like the Exhibit Designers and Producers Association (EDPA) get together. 21:07 Randy shares why he travels every month to meet with all layers of the industry. 21:24 Randy feels the best way to understand your customer, is to travel around and talk to all the different stake holders.  Randy visits 6-8 companies every month including both client side to suppliers. 22:07 Randy’s mentor told him that direct face-to-face contact is so important.  Randy reaches out to talk about their roles in the industry. 22:45 Since the recession of 2009, the industry changed.  Randy wants to make sure he gets out there to create a forum for conversations. 23:17 There are too many conversations happening in a vacuum and strategic players are sometimes left out of a dialogue. 23:58 Randy follows his passion to pay it forward.  He is adjunct Faculty at Bemidji State for the exhibit design program.  Exhibitus hired one of the graduates from Bemidji State. 24:49 One of Randy’s missions is to get more and more guest speakers for the design program to help students understand what the industry is all about. 25:25 The placement rate out of Bemidji State is almost 100% for students to land a position. 26:00 Randy shares face-to-face marketing trends coming in the next 2 years.  Technology plays a role including Virtual Reality (VR) or Augmented Reality (AR) creates an experience. 26:31 In the end, it all comes down to Trust.  Someone buying a new MRI machine- they aren’t do this virtually.  You are establishing relationships face-to-face.  It is about building relationships. 27:06 Face-to-face is the quickest route to trust. 27:20 It isn’t just about face-to-face show floor any longer.  Marketers are using their trade show expertise to create user group conferences.  They leverage all the tools and techniques from their own trade shows and create one that is proprietary to them. 28:48 Want to learn more? You can find Randy and the programs discussed in the program at Exhitoronline.com if you want to go to learn via the magazine, ExhibitorLive, one of the four regional events at Exhibitor FastTrak and if you can’t ever leave your desk they have that covered also with eTrak via Adobe Connect the same sessions from ExhibitorLive. 29:51 If you are going to the Exhibitor show, I would love to meet you!  Visit the Exhibitus booth 1261 and say hello! Find out more about Rock Your Trade Show podcasts at www.rockyourtradeshow.com   Randy Acker’s Background:  In addition to his leadership role at EXHIBITOR Media Group, Randy is an Adjunct Faculty in the exhibit design program at Bemidji State University.  A twenty year veteran of EXHIBITOR, Acker’s experience spans all aspects of EXHIBITOR Media Group’s sales and marketing programs, magazine and trade show promotion, operations, finance, strategic business development and industry relations. He is also active in numerous segments of the exhibition industry contributing the unique perspective he has on the industry by serving corporate marketers, exhibit builders, agencies, suppliers to the industry, venues, as well as show organizers.   The leader in trade show and corporate event marketing education, EXHIBITOR Media Group publishes the award-winning EXHIBITOR magazine - best practices in trade show marketing, and produces EXHIBITORLIVE, the trade show and corporate event industry's top-rated educational conference; EXHIBITORFastTrak regional accelerated learning conferences; EXHIBITOR eTrak live online educational sessions; and GRAVITY FREE, the world's only multidisciplinary design conference. EXHIBITOR is the founder and sponsor of CTSM (Certified Trade Show Marketer), the industry's only university-affiliated professional certification program. EXHIBITOR Online  is the trade show and event community's most comprehensive online resource.