Podcasts about exhibitus

Don and Mike talk with Jim Wurm to open the show on location at Stone Mountain, GA for the 2022 Randy. Exhibitus' Lynn Reves Talks about their hole tent and their activity and sponsorship support and we rap things up with Rich Johnson summing up the effort of the RSMGC event for the 28th year. Congrats to ExhibitCityNews.com for winning the Sponsor of the Year award!

What does happiness at work feel like for you?  I ask that because if you are a marketer in face-to-face marketing, our hours can be demanding, sometimes even grueling.  Whether you are new or experienced-doing trade shows gives joy to many people. And for the lucky ones-you not only like doing it-you love it. I had an experience filled with joy that made me think of happiness and why culture combined with passion makes a great place to work and yes-even happiness.  We are working on a project requiring us to gather pet photos. In a brainstorming the creative around what we wanted to share-our designer Phoebe had the bold idea of emailing our entire company and asking for photos.  Imagine receiving an email that said “send us your pet photos-in the next 30 minutes”! There had to be a time limit, both to encourage people to take action and also so the project could be completed.  Within only a few minutes sending that message, photos started flooding our inboxes. Phoebe and I were screen sharing and looking at each photo, laughing and commenting on how many pets our wonderful Exhibitus family has.  In just 30 minutes we had well over 90 photos…and counting.  There were cats, dogs, a bunny and even a hedgehog. How does this relate to happiness?  In that moment of joy looking at the lives of people I work with, some of whom I hadn’t met personally, I was awe struck.  Without hesitation, the entire company mobilized and sent their photos.  Even people who were out of the office in transit, stopped, and sent in photos. And…in a small way, seeing a glimpse of people’s lives, the passion shared for pets, our company people and ultimately the client we were doing this for, it was pure joy. Now back to the question-what does happiness look like for you?  Do you feel joy in your work?  If the answer is yes-that is awesome!!  But if you wonder-would my company and employees drop everything and respond en-masse or mobilize the way I described here for a worthy cause-and you are unsure, it is time to open the door and create your own blissful experience at work. Five Ways To Create Joy in Your Career Find a cause you care about. Many of your companies already do social responsibility projects-or have days of service.  Exhibitus is super active in that regard, and it builds teams, and allows employees to meet each other when they otherwise would not.  Check out this live interview at a CSR project for HCEA.   If your company doesn’t offer CSR-no problem you can create something new and start a trend! Be grateful and share it forward. Gratitude starts not only by being thankful but also it is about paying attention.  Do one simple thing that brings joy to another person-take bagels in to work-invite someone you don’t know to lunch.  Share your grateful sentiment with someone at work and watch how it blossoms. Discover what you love best-and do more of that.Sounds simple enough but the reality is, we often focus on what we don’t like and try to get better at it instead of doing more of what fills up our cup.  Close your eyes, imagine if you could do anything in your role right now what would it be?  Share that information with your team, your boss and others.  Collaborate with people that have similar values.In our industry, agency partners like Exhibitus, we are proud of the experiences that we create and the journey it takes to achieve results for clients who are able to show that value to their leadership.  Our goal is to offer an experience for clients who appreciate being able to show results and having fun in the process. Finding joy happens inside your organization and also with the people you have the opportunity to work with on a daily, weekly, monthly basis. Look back, look forward and be present. Thinking about goals-a lot of advice, and even interview questions, focus on “Where do you want to be in 5 years or 10 years”. In our fast-paced world, instead of focusing on the years-take a look at the reality of the past, future and present. What in the past really fired you up and gave you enjoyment?  Can you see that same excitement when you look into the future?  And how about today…do you feel it?  If not, it is time to make an assessment and a plan. As you listened today, was there an aha moment?  Here is your chance to take action.  I recently read a suggestion of keeping a note pad for a week and writing down what you love and what you don’t on paper.  At the end of the week-take stock and move towards the things that you found inspiring, that will move your needle forward to that future you imagine. It is my sincere hope that you really love what you do.  This podcast is dedicated to lifting you up and empower you to be bold and dream big. If you have a great story to share like the one I did here-reach out to me at Rock Your trade Show.  I am always grateful to hear from you and offer tips and advice. Credits: As always, a big thanks to Christy Haussler at Team Podcastfor 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.

Are you planning out your 2019 year?  If you are in the throes of planning goals and the path to achieve those goals think about this…You can 10x your success if you do this one thing.  Make a personal intention of creating your personal brand.  Don’t worry-if you are thinking “I have no idea how to do that-you are not alone!”  Today we are going on a personal journey together, using Roz Usheroff book “The Future of You: Creating Your Enduring Brand” as the blueprint. Before we embark on this project-remember we are striving for progress-so that when we look back we can think-yes!  I did that!  Don’t worry you got this. Conduct Your Own Personal Market Research. For marketers familiar with focus groups-understanding habits, experiences and perceptions directly impacts the way brands plan strategies.  It is no different for our personal branding-we need to first know where we are to go forward.  This is the hardest part of the process-don’t let it stop you.  Survey what you think is your perceived personal brand and then compare it against what the truth is.  Roz says something so true “Those who fail to learn from history are doomed to repeat it!”  Remember – knowledge is power.  Harness what others think and if you don’t feel the feedback is aligned with your own perception the good news is that we all have the chance to course correct any time we choose to do so.  Create Your Personal Mission Statement Just like a company who has a mission statement-yours will help remind yourself and express to colleagues, leaders, and your boss-this is what I aspire to be.  Roz identifies that “The mission statement helps you identify and articulate your beliefs and core values”.  Here are her tips to develop your mission statement: “Who? Describe yourself…talents, gifts, and attributes” “What? Outline your goals for the use of those talents” “How?  Describe the outcome, including the impact that you want to make and the impression you want to leave behind”. Find Ways to be Memorable For introverts-and I feel you-as an extroverted introvert-the thought of putting yourself “out there” can feel overwhelming.  But remember whether you intentionally or unintentionally want to express your personal brand-you are and will be expressing it…so why not create your personal brand the way You Want to Be Remembered?  Roz shares a quote from Seth Godin “Purple Cow: Transform Your Business by Being Remarkable”.  If you don’t know that book, I will have a link in the show notes-everyone needs to stand out like a purple cow!   Roz reminds us that “your personal brand is ‘the sum of every experience others have of you’”.  Think about how others experience you-if you are a marketer-do you pitch your idea for product promotion?  How was that experience for you-and more importantly how was it for your team, the target audience, your boss?  Did you make an impression and rock the meeting?  If people came up to you afterwards asking you for advice-you know that you made an impact. Ready to take your memorability to the next level?  It is so important to be visible.  Recently, I had someone suggest it is important to network across divisions.  If you work in a large corporation and the headquarters are not in your location or if the company you work in is very large-what steps do you do daily weekly to gain visibility. Roz shares many examples of people getting passed over for promotions even though they surpassed financial goals and expectations.  This is at the core of why having a strong personal brand is so important.  Don’t shy away from raising your hand to be seen-volunteer for opportunities that stretch your comfort zone and may not directly relate to your job. Ask yourself throughout the process-do people seek out my advice?  If yes then your visibility is memorable-double bonus points! One of my favorite questions Roz suggests you ask others to help establish your personal brand is “If you were going to open up your own company, what position would you offer me and why?” and then follow up with “What qualities do I possess that make you see me in that position?” You may be wondering, even after you receive their feedback-whether it is the right stuff to make you stand out, be both visible and memorable.  Here Roz offers an important lesson about finding your unique ability.  Often, we overlook our unique ability because it comes “easy to us”.  Do you think if something is too easy-it cannot be enough to make you stand out and be memorable?  Quite the opposite is true.  Consider finding what makes you unique by examining talents you have right now that which people ask you about the most.  Think about colleagues and co-workers who seek you out for help on projects.  Do you have a pattern of something that comes up over and over again?  Create that as your enduring differentiator and expand on it.  For example-personally I am passionate about helping empower women.  When I attend a conference or an event and see familiar faces, I am often approached and asked to grab coffee and help provide career insights.  In fact, this is the reason I started Rock Your Trade show and yet—I often overlook this unique ability because it is something in my DNA-I enjoy serving others and helping comes naturally.  I could overlook this or leverage it to create something that stands out.  Now think about a similar scenario for yourself…anything come to mind?  Use the first thing that pops up as the starting point to truly create something that will help you stand out. And if you really want to take being memorable-and increase your visibility even more-try adding in servant leadership. Why?  Because when we offer others our help with no expectation in return it will draw people unexpectedly towards your unique ability.  Roz highlights the key qualities of a servant leader “listening, empathy, healing, awareness, persuasion, conceptualization, foresight, stewardship, growth, and building community”.  We don’t have to use every single one of these to be a servant leader, but you should try to use at least 3 of these qualities on a regular basis and discover the rewards of helping others. We have up to now focused on learning about ourselves, what makes us unique and how we can be memorable and visible.  Now what?  It is time to become our own PR agency.  This doesn’t mean to brag about our accomplishments-which is often why many of us do the opposite and hide behind them.  In fact-many of us grew up with the notion that it is somehow “bad" to talk about a goal we achieved and so we should not acknowledge it.  How many of us have said when asked about reaching a milestone as “it was nothing”?  This doesn’t serve you in your career.  So how do we achieve recognition without seeming to brag about it?  Roz points to changing our definition of PR to be “the means by which you can share how your unique ability can assist those you seek to serve in terms of getting them to where they want to go.” This is where servant leadership can really help you to highlight your success.  How have you helped a colleague, leader, volunteer, client, mentor or even sponsor shine?  When you take an interest in helping someone else, there is gratitude expressed by the recipient and they are happy to share appreciate for your help.  Several years ago, I took a course called Courageous Confidence by Chalene Johnson.  One of the key things I learned was to keep a confidence file-whereby others who had shared their positive thoughts about something I did could be used to help me whenever I had doubts about an ability.  Your unique ability is something others really value-and sharing how it has helped others will help you to have the courage to keep using it. Still unsure where to go for inspiration-think about LinkedIn.  It is the perfect platform to recommend a colleague-not just click on the recommend a skill but really write a recommendation.  In turn, by helping others you will find that there is a reciprocal effect whereby colleagues and professional acquaintances are happy to take the light you shined on them and shine it back.  As Roz calls this “…true PR and personal branding is one of drawing attention to what others can achieve with your help and expertise.”  By helping others achieve success you will “become indispensable” and your personal brand will reflect who you truly are. Now that we have taken these 4 keys steps-it is time to take action.  After all, a plan without execution remains only a dream.  The last step-for you to truly make your brand known is to network.  For some of us, networking comes easier than to others.  Remember-it wasn’t always easy, like any skill it takes practice! You have your mission statement, and all the tools in your personal branding kit, it is time to create your elevator pitch.  I highly encourage you to listen to two episodes focused on elevator pitches-Episode 08 with Robyn Sayles-how to share your personal brand in 9 seconds and Episode 13 with Tara Lynn Foster-How Marketers Can Discover What Makes You Great.  Both will help you create your elevator pitch. Identify where you can share your story-at networking events, industry events, as a speaker and even guest commentator on a blog or industry publication. Visibility to who you are will help perpetuate your brand. As a final note about this book and Roz Usheroff, she is truly someone who exemplifies her personal brand.  I have had the honor of knowing her, speaking with her on a panel and she was a guest on this show.  One of the things she says in the closing of her emails is “Always Be Amazing”.  Her uplifting spirit and incredible dedication to serving others is an inspiration for all of us! At the beginning of this episode I said there would be a challenge at the end.  So here it is-create your personal brand-your mission statement and elevator pitch and share it with me.  I will be honored to feature them here and in the Rock Your Trade Show LinkedIn group.  And for your courage- you will be entered to win in our Exhibitus drawing for a full registration pass to ExhibitorLive 2019.  So don’t delay, include your personal brand as part of your goals for 2019.  As always, if I can help you in anyway as you start this journey, reach out to me at rockyourtradeshow.com/let’stalk I love hearing from you! Special thanks to Christy Haussler and Team Podcast for editing this episode

Have you been asked to demonstrate ROI for your exhibit program and need data that is more than cost per lead to validate your program’s results? If you aren’t sure how to show leadership the value of your trade show program, you are not alone. In this episode, Lynn Reves, Director of the Results Division at Exhibitus shares measurement strategies you can start using today.  Four Ways You Can Achieve Measurable Results 1. Explore New Business Opportunities. Set your call to action strategy to be focused on the next step not the last step to converting a potential customer into a client. 2.  Focus on Client Retention. A hidden opportunity with face-to-face marketing is client retention.  Identify current customers and any that are at risk and include retaining clients as part of the value your trade program delivers. 3. Demonstrate the Value of Marketing Communications. Take advantage of speaking opportunities at a trade show and position the company as a thought leader.  Consider including elevating leadership's involvement with key customers and prospects. 4. Take Advantage of Cost Avoidance.  Look at ways to consolidate sales meetings at a national conference in lieu of a separate meeting.  Gathering global teams at a trade show reduces the cost of having a separate meeting in addition to the conference. There are many additional ways you can expand the value of your program and  win leadership support.  Get started with this free trade show program assessment survey at www.rockyourtradeshow.com/assessment.  Encourage stakeholders in marketing and sales to take the assessment.  Information gathered in the assessment is much richer if sales and marketing take the assessment.  Exhibitus offers a complimentary evaluation of the survey results. Want to learn more about ROI?  Visit Exhibitus in booth 1243, at the ExhibitorLive conference in Las Vegas February 25-March 1st.  You will be able to hear Lynn speak about an integrated measurement approach and so much more!  Receive a complimentary VIP pass by reaching out to me at www.rockyourtradeshow.com/letstalk Credits:  Thanks as always to Christy Haussler and Team Podcast for editing this episode.  

Have you ever wondered what inspires designers to develop face-to-face exhibit environments?  In this episode, Matt Beck, Design Director at Exhibitus shares a behind the scenes look at how he finds inspiration (it might surprise you!) and how to bring the unexpected and delight your target attendees.  Find out how to use Design Thinking to connect with your customers at your next trade show event. 4 Ways to Use Design Thinking In Your Trade Show Program Create the unexpected. Matt shares how creating the right design is like giving a gift to a loved one and seeing their excitement when they find exactly what they were looking for-and in the case of face-to-face marketing the gift is the experience they have when the solution to their problem is revealed to them in a trade show exhibit. Design Thinking is Simple. It all starts with empathy and starting with your target attendee to create a framework from the end goal to be beginning process that yields the optimal results. Early Collaboration is Key. Engage designers early-sometimes way early- in your process to really get the most out of the end result.  Designers are a resource and extension of your marketing team and can help turn potential customers into life-long fans if they have the opportunity to be integrated into the planning process. Find inspiration in small places. You don’t have to have a big exhibit space to yield wow results.  In fact, Matt shares how in smaller inline exhibits, there is optimal focus and it gives designers an opportunity to solve challenges in a restricted space  In addition to having a design thinking focus for his team, Matt is embarking on a second year of speaking at ExhibitorLive.   He shares how everyone has fear at some point of speaking publicaly. For many people having public speaking on your career resume is something that will help in ways beyond honing presentation skills.  It leads to great connections and inspiration and creative ideas. Design is only one component of the integrated marketing approach and to help you find the right solution, visit www.rockyourtradeshow.com/assement to take your free program assessment.  You will receive a report and a one on one review with Lynn Reeves, Director of the Results Division at Exhibitus.  The answers may surprise you and you can use the information right away in your program. If you would like to attract, connect and engage with your target attendee, reach out to me, I love to hear from you. Resources: The Fountain Head by Ayn Rand and Abstract on Netflix Credits: A big thanks to Christy Haussler from Team Podcast for editing this episode!    

It's a curious question - which comes first for career success, competence or confidence? In today's show Natalie Benamou shares top tips which are so easy to put into practice to boost your career confidence. Natalie is Division Vice President at Exhibitus. She is also a speaker on confidence and hosts a podcast, Rock Your Trade Show. Natalie has a passion for energising women to be empowered. Her personal approach to life is summed up in this quote from Maya Angelou: “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Mentioned on the show and other useful links Natalie on LinkedIn Natalie's Rock Your Trade Show website What She Said collection of powerful quotes by women Chalene Johnson's Courageous Confidence Club Amy Cuddy's talk on body language GUEST: Natalie Benamou HOST: Sherry Bevan, Founder of The Confident Mother Ask your questions or share your feedback Comment on the show notes Tweet me @SherryRB using #ConfidentConversations Get in touch with me directly here Subscribe, rate and review in iTunes For more Confident Conversations connect with me On Twitter @SherryRB Like The Confident Mother Facebook page Sign up to The Confidence Guide produced weekly packed with tips and ideas on career, confidence and leadership

This episode is celebrating the incredible guests that have been on the podcast and shared so many valuable tips and insights.  I have taken the top pieces of advice from 15 leaders so that you can have it all in one easy to find location.  If you want to hear from any of these experts go to Rock Your Trade Show where you can find all of the podcasts.  Best of the Best Expert Tips and Advice from 16 Leaders Karen Chupka, Senior Vice President CES “You need to be able to answer in 30 seconds or less-how are you solving someone’s problems”. (Episode 001) John Taylor, Vice President of Public Affairs, LG Electronics “Before investing in a show, attend first and if you are a smaller exhibitor look at the layout of the hall plan to see how where you would be on the show floor”. (Episode 002) Jim Harris, Disruptive Innovation Speaker and Author       “Don’t tell me…show me”-demonstrate how your product works in a unique way.  An example is how Intel at the CES show showed models who were demonstrating their medical wearable technology. (Episode 003) Christ Krimitsos, host of over 1700 events including Podfest and Producer of “The Messengers” documentary “You make your event ‘sticky’ by starting your event with a power networking experience that includes a plan for your staff to help attendees interact and feel like they are getting value.” (Episode 004) Kim Feil, CEO BizHive and six time CMO of fortune 500 brands like OfficeMax, Walgreens and Dr. Pepper 7Up “Be seen as a leader by acting as a leader with a solid simple vision.  And remember that you will be judged not by what you do but by how you do it.” (Episode 005) Randy Acker, President and COO of EXHIBITOR Media Group “Trust is so important: Buyers don’t buy a piece of equipment off the internet-face-to-face marketing is based on trust and the trade show floor gives the opportunity to have these meetings. (Episode 006) Jodi Devlin, Vice President, General Manager Acute Care at Mallinckrodt “Invest in yourself: Join an organization that has networking opportunities and practice networking”. (Episode 007) Robyn Sayles, CEO and Founder of Launching Your Success “Describe Your Personal Brand in under 3 seconds by answering:  Who are you? How do you add value? Demonstrate how you are different. Stay true to your personality and practice in front of a mirror so words flow effortlessly”. (Episode 008) Leah Woomer, Director of Marketing at Parchmont “Networking can help you meet others who are as passionate as you are about the event industry and when you find your people, it can feel magical”.  (Episode 009)  Natalie Benamou, Division Vice President Exhibitus and Podcast Host Rock Your Trade Show “Boosting attending engagement is a five step process: Identify your ideal customer avatar, determine what is most important to each customer avatar, create a story, include an unexpected experience and have a call to action.” (Episode 010) NeKeta Argrow, Event Marketing Architect “Increase your visibility within your organization by getting involved in industry related associations and find speaking opportunities.” (Episode 011) Corinne Renteria, has had a career at Fortune 500 medical device companies in many diverse marketing roles “If you want to create an atypical position within your organization, talk with your boss and find out if there are any options to modify your role with a flexible schedule.” (Episode 012) Tara Lynn Foster, Leadership Development Speaker, Consultant and Coach “Confidence resides with a solid foundation and understanding ‘Who Am I? What do I want? Why do I want it’ knowing the answer to these questions empowers you to make the right decision.” (Episode 013) Natalie Benamou, Division Vice President at Exhibitus and Podcast Host While there were many great time saving tips, the app I use most and recommend is www.canva.com (Episode 014) Stacy McManus, Director of Corporate Alliances & Exhibition Operations at the American Thoracic Society “Listen to feedback from exhibitors.  ATS has an exhibitor meeting that includes all sizes of exhibits and categories who meet with association leadership to share feedback at the show.” (Episode 015) Alicia Tillman, Chief Marketing Officer, SAP Ariba “The most prepared and most highly skilled team is always going to win the game, they are always going to win the championship.” (Episode 016) Natalie Benamou, Division Vice President at Exhibitus and Podcast Host “Creating a personal advisory board is like building a house; you need a foundation, pillars and a roof and you can’t skip a step to achieving the desired result.  Foundation is based on Joining, Volunteering & Engaging.  Pillars are based on Connections, Confidence, Investing in Yourself and Being a Servant Leader. The Roof is creating your advisory board from the connections you made during the building process.  The peak is joining a mastermind. (Episode 017) Cathy Skala, Vice President of Transformational Change, Baxter “Ask the right question before presenting your ideas to leadership: What do you need to know in order to make this decision?” Follow this up with “I asked each of you what is important for you to make this decision.  Here is what I heard…” (Episode 018) If you found this information helpful and want to learn more about any of these topics, reach out to me at rockyourtradeshow.com/let’s talk And if you want to hear the full episode of any of these experts check out www.rockyourtradeshow.com Credits: Thank you to Christy Haussler and Team Podcast for their amazing editing!

  Brad Falberg / Exhibitus President As Founder and President, Brad is the driving force behind the Exhibitus corporate philosophy: "DESIGN MATTERS." An award-winning custom exhibit house, the company specializes in 3-dimensional design for trade shows, corporate events, user conferences, permanent installations, museums and corporate interiors. Brad's commitment to excellent design has led him to […] The post Brad Falberg and Todd Bugg with Exhibitus appeared first on Business RadioX ®.

5 Steps to Boosting Attendee Engagement and Interaction at Your Next Show If you are a marketer and have been on the trade show floor, you know first-hand how it can be challenging to attract, engage and share your message with the right attendee.  In fact, the number one question asked about exhibiting is just that-“How do I get attendees to come into my booth and remember our message?” 5 Steps to Boost Engagement and Interaction at Your Next Show Identify your Ideal Customer Avatars (ICA) (there will be more than one). Determine what is most important to each ICA –you need a multi-tiered messaging strategy. Create a Story –people remember information when it is told in a story format. Include an unexpected experience-attendees retain information when they learned in an unusual way. Have a Call to Action (CTA) that will allow you to continue your conversation after the show At the ExhibitorLive show in Las Vegas, there was a lot of competition to reach the attendee.  The trade show floor was a noisy place with very engaging messaging and in that environment it can be hard to stand out.  So how do you stand out?  This is a case study that hopefully will give you ideas on what you can do to get better interactions with key customers at your next show. Attendee Journey:  This started with approaching the architecture of the exhibit.  When they came towards the booth, the structure looked like a museum gallery to fit our theme “The Art of Interaction”.  Attendees were curious about the suspended orange balls they saw and were asked “What do you think that looks like?” Having an opening question makes attendees feel comfortable and it’s the first step on your dance together.   Step One: Determine who is your ideal customer avatar? Establish your ideal customer avatar and create a profile for each personality that might be coming to the exhibit.  There will be more than one and you may not be able to speak with all of them.   Step Two: Find out what is most important to them. Determine what is most important to your “avatar” types.  Resist the temptation to have one overarching message and tailor your messaging to be specific for each personality you want to engage with at the booth.  Someone in purchasing has different concerns than a VP of Marketing for example.   Step Three: Create a memorable story. Now that you have your multi-level messaging, it’s time to create a story around it.  You can create several stories within an overarching theme so that each ideal customer avatar is receiving the information most important to them.   Step Four: Make the information delivery unexpected. People forget fast-the best way for them to remember your message is to have an engagement where they are physically doing something to learn the information.  Ideally you will have a combination of materials and not only one thing-like a touch screen.  Finding a surprising material or method to experience the message will be remembered longer.   Step Five: You need a call to action. What do you want to be the outcome after the show?  How would you like to stay connected with your ideal customer?  If you ask them to do something like sign up to receive a white paper for example, this continues your interaction beyond the last day of the show.   CAST STUDY: The Art of Interaction. Exhibitus created a customer journey that started in the aisle with visually seeing architecture that looked like an art gallery.    After attendees were asked about the mobile structure, they were invited to experience the art of targeting and engagement inside the booth.   There were four stations for engagement each allowing dialogue to understand what was the top challenges the attendee was faced with in their exhibit program.   Engagement Station 1: The Art of Targeting A touch screen interactive that looks like a Seurat painting and the attendee was asked to find the three attendee targets. The experience highlights how not all visitors are people you want your staff to engage with at your show and why it is so important to find the right attendee.   Engagement Station 2: The Art of Communication A gallery with three Picasso style paintings on the wall had conductive ink.  Projectors combined with computer programming created an unexpected interactive experience.   Engagement Station 3: The Art of Engagement This was a fun area where attendees could take a “selfie” photo with a Magritte style painting.  If the attendee tweeted their own photo out with #Exhibitusartofinteraction their name was added an additional time into a drawing for an Alexa.   Engagement Station 4: The Art of Sharing We believe the arts are very important to a child’s development and partnered with the Dreaming Zebra foundation.  A donation of art kits is being made for homeless children in Atlanta and attendees signed their name.  Attendees also received a colored sticker to show they made a donation to this charity.   Call to Action: Take the Free Trade Show Program Assessment Survey Attendees at the end of their journey received an adult coloring kit and a link to take a free assessment on their trade show program.  For every person who took the survey they received an additional name in the Alexa drawing.   Visit www.rockyourtradeshow.com/results to see photos of this experience. If you would like to learn more about how to create an experience like this one, or have an idea for a future show send me a note, I would love to hear from you.    

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.

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