Trade Show University for Virtual & Live Events

UK vs US Trade Shows: What Exhibitors NEED to Know Before Going Overseas!

Jim Cermak — Mon, 07 Jul 2025 01:00:00 -0400

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

UK vs US Trade Shows: What Exhibitors NEED to Know Before Going Overseas!

Jim Cermak — Mon, 07 Jul 2025 01:00:00 -0400

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

UK vs US Trade Shows: What Exhibitors NEED to Know Before Going Overseas!

Jim Cermak — Mon, 07 Jul 2025 01:00:00 -0400

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

267 - How to Host a Successful Offsite Event with Wine Expert Michael Green

Jim Cermak — Mon, 23 Jun 2025 01:00:00 -0400

We've all attended offsite events that fell flat — low turnout, awkward vibes, and missed opportunities. So how do you make sure your offsite event actually works?

In this episode of Trade University, Jim welcomes food and wine expert Michael Green to break down how to create unforgettable offsite experiences that drive real connections and reinforce your brand. From crafting immersive experiences like Italy in a Glass to simple yet impactful tips like offering Uber vouchers and themed follow-up emails, this conversation is packed with practical advice.

🧠 What You’ll Learn:

How to boost attendance at offsite events
Why food and drink are powerful tools for connection
How to align your event theme with your brand message
Tips for choosing the right venue and event flow
How to use follow-up communication to convert connections into business

🍷 Whether you're planning your first offsite or looking to level up your next event, this episode is a must-listen.

🔗 Connect with Michael Green:

Website: https://michaelgreen.com

Email: michael@michaelgreen.com

🔗 Connect with Jim Cermak & Trade Show University:

Website: https://tradeshowu.biz

Email: jim@tradeshowu.biz

LinkedIn: https://www.linkedin.com/in/jimcermak/

Mentioned in this episode:

Exhibitor Expert Review - exclusively from Trade Show University

Ready to exhibit at your next Show? Don’t make the mistake of waiting until you get to the show to learn lessons on what you can do better and tweaks you can make for next time. You can do that BEFORE this next show and accelerate your results! I can help you get locked in for Success with an Expert Review! • Having a professional set of outside "eyes" is important because You Don't Know what You Don't Know! • 30+ year Trade Show expert will review: o Design o Messaging o Goals & Metrics o Engagement Questions o Attendee journey • Identify the Gaps and Opportunities you don’t even know exist! • And get you capturing more Qualified Leads than ever before • Visit Tradeshowu.biz/services

266 - 4 Killer mistakes You are Making and How to Fix Them

Jim Cermak — Tue, 27 May 2025 01:00:00 -0400

Are you unknowingly sabotaging the results from your trade shows? If you're doing one of these four killer mistakes, you are ruining your shows, and nobody may ever know you're doing anything wrong. That's why you've got to hear this.

*** Type DISCOUNT in the comments for a Coupon Code for our exclusive Goal Setting for Trade Shows Course! https://trade-show-university.trainercentralsite.com/Courses

*** Schedule a FREE 15-minute Discovery Call here: https://calendly.com/tradeshowu

These are four huge mistakes. These are killers. Here's the thing, you can have the best show ever. And you could still tank your results. Why? Because these four mistakes happen before the show and after the show.

(1) The first mistake is not spending enough time to set the right goals.

(2) Mistake number two is not qualifying leads. That's doing a giveaway or scanning badges, and that's all you're doing.

(3) The third killer mistake is not having a solid follow up process put in place Before the show starts.

(4) The fourth mistake is to judge the trade show By the end results, by what happens after the show, after all the follow-up.

265 - 5 Trade Show Tips NOBODY will Tell You - these are FIRE!!

Jim Cermak — Wed, 21 May 2025 01:00:00 -0400

Here's 5 super effective Trade Show Tips that NOBODY is talking about! Some may even ruffle some feathers! Why isn't anyone telling you these tips? Because they make you get Uncomfortable!!

Let's get to the tips, but first...

** Be sure to register for the weekly Trade Show University newsletter and get a FREE GIFT - go to https://tradeshowu.biz to sign up!

** DOUBLE your results! Get our Goal Setting for Trade Shows course! https://trade-show-university.trainercentralsite.com/Courses

#1 -- Get the attention of people who are not looking at you

We don’t want to bug people, especially if they’re looking away right?
You need to change that mindset!
Why are you as an exhibitor at the show? To get business!
Why do you think the attendees are at the show? They are there to do business or find products and services!
How many times do you think people will walk past your booth? Assume one time only.
What if I told you at this show, your biggest customer ever will be there – you just haven’t met them yet. But it’s up to you to find them.
Just say “Excuse me” to get their attention, and then ask them a quick qualifying question. That could be your next client or even your biggest client ever! And if you let them walk by, you may miss them – or even worse, your competitor may get them!

#2 -- Don’t bring ALL your stuff or literature

Keep your booth simple and clean.
You don’t need samples of all your products or literature.
The more options and things you give people to look at they’ll get confused.
Studies have shown that too many choices cause confusion and lead to a higher percent of people not making a choice.
Plus your staff will be more focused as well. They will be able to find what they need and answer questions more quickly.

#3 -- Take a selfie with attendees

Use these in your follow up emails to quickly re-connect with the attendee and stand apart from all the other exhibitors they saw!
Want more exposure during and after the show? Take a selfie with someone you just had a great conversation with that is qualified. And put it on social media.
Tag them and encourage them to share it as well!
Can get some great posts, new followers, and get a lot of shares!

#4 -- Learn how to END a Conversation

Yes – you heard me! Learn how to END a conversation.
We’ve all been in those conversations that are going nowhere, or are great but drag on way too long.
You need a quick and polite way to end the conversation so you can start talking with someone else! For every person you engage with, there can be multiple people that walk by your booth never to be seen again.
So come up with a quick statement that wraps up the conversation.
“I don’t want to take away any more of your time from seeing other vendors."
“Did you get the info you needed?” Then set a follow up if necessary.
“I love where this is going. Or This seems to be a great fit, don’t you agree? Let’s continue the conversation at dinner. Or Next week.”
Then teach it to your team! Time is money especially at a trade show!

#5 -- Speed is your secret weapon

Want more leads or demos or sales? Go faster!
It’s like the old sales adage – it’s all a numbers game. You’ll get more results if you do more.
And the best way you can do more is to go faster.
You just finished up a conversation with an attendee. Engage the very next person you see!
Put the power of speed to work! Engage as many people as you can as fast as you can and you will be amazed at the results you can get!
But be professional too! Don’t be so aggressive that you turn people off! Should feel natural.

Mentioned in this episode:

Create Amazing Memorable Events with Michael Green Food & Wine Experiences!

MICHAEL GREEN CREATES AND HOSTS WINE AND FOOD EXPERIENCES THAT BUILD RELATIONSHIPS AND DRIVE SALES. FROM CONFERENCES TO OFFISTES, MICHAEL'S HIGH ENERGY PRESENTATIONS ARE INFORMATIVE, HIGHLY ENTERTAINING AND RESONATE FOR YEARS TO COME. Find out why CMO firm Chief Outsiders said… Michael does much more than develop events – he creates memorable experiences for his clients and their guests. His expertise spanned all elements from planning to execution. What made the events truly special and memorable were Michael’s knowledge, experience, contacts, and flair. He not only made us look good, he ensured we remained relevant in the eyes of our guests throughout the evening. LOOKING FOR A WAY TO STAND OUT AT YOUR NEXT CONFERENCE OR INCREASE YOUR CONFERENCE ROI? GO TO WWW.MICHAELGREEN.COM TO LEARN MORE. Mention you heard this ad on the Trade Show University podcast!

264 - More Money & Less Stress with a Financial Reset - with Joel Bromley

Jim Cermak — Mon, 17 Mar 2025 01:00:00 -0400

Planning for Trade Shows is stressful enough, let alone when you are overwhelmed by stress at home. Because that stress follows you to work. So in this different episode of Trade Show University, join host Jim Cermak as he interviews financial coach, Joel Bromley, who received the blessing of Dave Ramsey to launch his Financial Reset package!

Are you feeling overwhelmed by financial stress? In this episode, we dive into the journey of Joel and Caitlin Bromley, founders of Bromley Financial Coaching. They turned their own financial struggles into a mission to help others achieve financial independence and peace of mind.

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Get your FINANCIAL RESET package here: https://www.bromleyfinancialcoaching.com/2025-financial-reset-bundle?linkId=lp_087032&sourceId=jim-cermak&tenantId=bromleyfc

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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

***************************

Joel shares how their personal experiences with debt, property management, and full-time jobs led them to seek a better way to handle money. They began by leading a small finance group at their church, which eventually evolved into a full-fledged coaching service. Inspired by principles from Ramsey Solutions, they crafted their own program tailored to help people understand and manage their finances without the pressure of sales pitches for investments or insurance.

Throughout the discussion, Joel highlights common financial pitfalls, like the trap of comparison, unintentional spending, and the fear of facing financial realities. He emphasizes the power of knowledge, intentionality, and the impact of small, consistent changes—like re-evaluating insurance plans or meal planning—to free up cash and reduce anxiety.

The Bromleys also introduce their comprehensive 2025 Financial Reset package. It’s packed with over 40 pages of resources, including financial audits, goal-setting tools, budgeting strategies, and essential questions for financial advisors. This toolkit is designed to help you build a solid financial foundation, prepare for tax season, and plan for the future, whether you're in Canada or beyond.

If you’re ready to flip the script on your finances and start living the life you truly want, this episode is a must-watch. Learn practical tips, gain valuable insights, and get inspired to take control of your financial future with confidence and clarity.

Connect with Joel Bromley:

Website: https://www.bromleyfinancialcoaching.com/

LinkedIn: https://www.linkedin.com/in/joelbromley/

Get your FINANCIAL RESET package here: https://www.bromleyfinancialcoaching.com/2025-financial-reset-bundle?linkId=lp_087032&sourceId=jim-cermak&tenantId=bromleyfc

263 - The Best Event THEMES and How to Create them - with Kimberly Kee

Jim Cermak — Mon, 17 Feb 2025 01:00:00 -0400

Should your Corporate Event or Tradeshow have a Theme? Corporate Event Marketer & Trade Show professional, Kimberly Kee of Kee Consulting, joins Jim Cermak of Trade Show University to discuss the right way to incorporate theming at your next trade show, conference, expo and event!

Please LIKE and SUBSCRIBE!!

** 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

The goal of event marketing is to package a message using elements like costumes, sets, and scripts to create meaningful connections between companies and their buyers.

The Importance of Themes:

• Themes create a unifying experience for events like sales kickoffs or user conferences.

• Themes help in planning event details, ensuring a cohesive experience that reinforces the overall message.

• Themes should align with the company's or industry's current situation; they don't always need to be extravagant.

◦ A somber theme can be appropriate during difficult times.

◦ A more exciting theme can highlight company advancements.

• Theming strengthens brand identity and connects with the event audience.

Creating a Theme

• The theming process can be quick, but it may require brainstorming and mind mapping to develop the right theme.

• Consider the event's objectives and key messages when developing a theme.

• A strong theme should be marketed in advance to build anticipation and excitement.

• Incorporate the theme into all aspects of the event, including branding, visual elements, and themed activities.

• For instance, a "level up" theme can use video game elements like leaderboards and avatars to engage attendees.

Examples of Impactful Themes

• "Level Up": Uses video game references to create a positive and exciting atmosphere.

• "Better Together": Focuses on unity and teamwork, especially useful during times of uncertainty or change.

Avoiding Themes That Fall Flat

• Themes that are too abstract or lack a clear connection to the audience can fall flat.

• Ensure the theme lends itself to specific activities and is easy to understand.

• The theme should evoke emotion and create anticipation.

Top Tips for Event Themes

• Base themes on key objectives and messages.

• Make the theme memorable and catchy to create a unifying environment.

• Integrate the theme into every detail of the event, from keynote speakers to breakout sessions.

• The goal is to create an immersive experience where the theme is evident even when attendees aren't actively thinking about it.

The Importance of Food

• Food can significantly impact an event.

• Align food with the theme such as having a gourmet nacho station and corn dog vendor at an arcade-themed event.

Kimberly's Top Takeaway

• A well-executed theme is one of the most important elements of a hosted event, as it unifies the experience and makes the event memorable.

Connect with Kimberly Kee:

• Email: Kimberly@Keyconsulting.com

• https://www.linkedin.com/in/kimberlyakee/

Connect with Jim Cermak:

• Email: jim@tradeshowu.biz

• https://www.linkedin.com/in/jimcermak/

#theme #tradeshows #branding #strategy #events #corporateevents

262 - Tips from Professional Magician to Maximize Trade Show Leads & ROI - Scott Tokar

Jim Cermak — Mon, 27 Jan 2025 01:00:00 -0400

Strategies for How to take trade show lead generation to the next level from a professional Magician! Scott Tokar, owner of Corporate FX joins Jim Cermak of Trade Show University to discuss strategies to maximize ROI at your next trade show, conference, expo and event!

** 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

Scott Tokar says simply drawing a crowd isn't enough; exhibitors must implement strategies to activate the audience, efficiently collect data, qualify leads, and ensure effective post-show follow-up. He advocates for moving away from linear processing and utilizing parallel processing strategies to maximize the number of quality leads.

Scott and Jim discuss:

- Beyond Crowd Gathering: Activating Your Audience

Tokar emphasizes that attracting a crowd is only the first step. The real challenge is "what do you do with a crowd once you've got them in the exhibit?" You activate them by:

- Moving the crowd to a theater-style presentation.

- Engaging them in a passport-style promotion with stamps.

- Using gamification, like a QR code and a prize wheel.

- Understanding the limitations of traditional badge and lead scanners

- Implementing Parallel Processing - collecting lead information from a large group simultaneously.

--- This process allows “30 seconds to scan a hundred people.”

- Quantification vs. Qualification - both are important for different reasons

- Qualifying Questions – The Key to Identifying Hot Leads. We give powerful examples of these!

- Automated Follow-up via Drip Marketing:

- Linear vs Parallel Processing

- Sales Staff Involvement and Observation

Scott's Top Takeaways:

-- Embrace Parallel Processing: Move beyond linear lead generation methods

-- Implement Gamification: Use QR codes and games to engage audiences and facilitate quick data collection

-- Leverage Data: Combine data from various sources for richer insights

-- Automate Follow-Up: Use drip marketing campaigns to stay in touch with leads

Connect with Scott Tokar:

- https://corporatefx.com/

- LinkedIn - https://www.linkedin.com/in/scotttokar/

Get your free Trade Show Traffic Scorecard: https://tradeshowuniversity.captivate.fm/

261 - 13 Trade Show Secrets you Need to Know in 2025

Jim Cermak — Thu, 09 Jan 2025 01:00:00 -0400

There are 13 Secrets to win at trade shows you and your business need to know! These are things most businesses don't do, and they can multiply the results, leads and sales at every event.

More than ever before, you need to go all in on trade shows and events to grow your business and promote your products and services. Now, I'm not saying to drop all your other marketing, but you need to commit to trade shows, to expos, to conferences, to in-person face-to-face events. And You have got to commit to doing them and then doing them right.

** 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

Here are the 13 Secrets - mind-blowing things most businesses do not do at trade shows, expos and events. I guarantee 99% of businesses need to add at least 1 of these areas to their strategy.

1) Effectively fill your lead/sales pipeline

2) Share your story

3) Get into deep meaningful conversations

4) Get immediate feedback on product/service

5) Get assets for social media posts

6) Do competitive research and Spy on your competition

7) Find prospective vendors, partners and suppliers

8) Learn industry trends and insider info

9) Learn new skills / CEUs

10) Network like crazy to unlock new opportunities

11) Become a speaker and Position your company as an expert and thought leader

12) Talk to same buyers as big guys

13) Get press and media coverage for Free!

** Want to know HOW to Pick the Right Trade Show? Check this out! https://youtu.be/9zMd_sJzvZA

Ep 260 - Entrepreneur SUCCESS STORY Case Study - LESSONS from First BIG Trade Show -

Jim Cermak — Wed, 18 Dec 2024 01:00:00 -0400

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

259 - Award Winning Event Marketer talks Success Tips & Strategies - with Laura Woods

Jim Cermak — Mon, 25 Nov 2024 01:00:00 -0400

Today you are going to learn from an Award Winning event and marketing manager about Goal Setting, Sourcing, Networking and more. So excited to have Laura Woods, Event and Marketing Manager for Jamis Software join Jim Cermak, host and founder of Trade Show University for this impactful interview.

** 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

Laura and Jim discuss:

Goal Clarity for Event Success: Like trade show exhibitors, event planners must define clear goals for each event to ensure smooth execution and meaningful outcomes. "If you don't have a clear goal, the event is not going to run smoothly."

Leveraging the Power of Networking: Facilitating connections between attendees is crucial for a successful event. Woods highlights the importance of dedicated networking time, icebreaker activities, and creating an environment that encourages interaction. "That's the lifeline of events is the connections in the networking."

Sourcing for Success: Woods emphasizes the need for strategic venue selection, considering factors like attendee location, accessibility, cultural relevance, and adequate space. "You need to make sure you have enough space and hotel rooms."

Continuous Feedback and Improvement: Pre- and post-event surveys provide invaluable feedback for improving future events. Woods encourages event planners to be receptive to criticism and to view feedback as an opportunity for growth. "Never take anything to heart of what you get back from these surveys."

Theming and Engagement: Creating a memorable event with a strong theme enhances the attendee experience. Woods shares examples of incorporating popular culture references and aligning the theme with the event's purpose.

Connect with Laura:

LinkedIn: https://www.linkedin.com/in/laurab90/

Email: lwoods@jamis.com

Email Jim: jim@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

258 - 8 Tips to Hit Your Goals when the Trade Show is SLOW

Jim Cermak — Mon, 18 Nov 2024 07:30:00 -0400

You're an exhibitor working a trade show or conference when all of a sudden, the traffic stops. What happened to the Attendees? Where is everyone? What do you do? I'm going to give you 8 TIPS you need to make the most of the slow times! 8 of them to be exact!

** Please SUBSCRIBE to the Channel - https://www.youtube.com/@tradeshowuniversity **

So when the show gets slow, what i see is people pulling out their phones and start scrolling. Please stop that! When attendees start coming around again, they won't want to stop at your booth.

So here's what you do - create a strategy!

So that means before you go to the show, you have to do your research and figure out what you are going to do when the show is slow. And for those of you at larger shows in the end aisles and the back corners, that means when the show opens! You may not see anyone for a while!

So before I go into the 8 things I recommend being prepared to do when the show is slow, you have to find and research the show floor layout. This is NEEDED for the first 3 Tips:

#1 - Look for booths that can be potential customers

#2 - Look for competitors - spy on them

#3 - Look for potential vendors or suppliers - reach out to purchasing and see what their needs are.

#4 - What breakout sessions should you attend?

Anything else you do before the show? Drop that in the comments. And please subscribe if you're getting value!

#5 - Have someone walk the floor and take pics of other booths for ideas - design, activations, more

#6 - Review with your team goals, scripts, and roles

#7 - Make time to network!

#8 - Give people breaks!

** 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

#strategy #tradeshows #events

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Sell MORE Event Tickets & Keep More MONEY - with Ashley Stanford

Jim Cermak — Mon, 04 Nov 2024 01:00:00 -0400

How to attract More Attendees to your Trade Shows, Conferences and Events, Sell More Tickets, and Keep More Money! Get the Tips on using the right Marketing and Ticket Platform.

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

Book a free 15-minute strategy call here: https://tradeshowu.biz/services

Join Jim Cermak of Trade Show University and Ashley Stanford, a Digital Marketing Consultant and Freelancing Expert. With 20 years of experience in the digital marketing space, she specializes in building strategic marketing plans, mapping strategy execution, and collaborating to optimize tactics that drive increased performance for clients in the Events & Entertainment space. Her app Ice Cream Social is backed by Comcast NBCUniversal SportsTech, which invested in the company in early 2022.

We Discuss:

Effective Event Marketing
What should organizers consider when choosing a ticketing platform?
What are the most effective ways to boost ticket sales for trade shows?
How to make sure the right audience attends?
Trends in the trade show industry that planners and exhibitors should keep an eye on?

Ashley's Top Takeaway:

The importance of choosing a flexible ticketing system that aligns with their trade show's needs, combined with effective marketing and networking strategies, to drive attendance and maximize the value of their event. The message should be that strategic decisions in both technology and personal interactions are key to a successful trade show experience.

Connect with Ashley Stanford:

ashley@ashleyncline.com
TicketSocket.com
AshleyNStanford.com
LinkedIn: https://www.linkedin.com/in/ashstanford/

Mentioned in this episode:

Exhibitor Expert Review - exclusively from Trade Show University

256 - Should you BUY or RENT your Trade Show Exhibit? With Chris Dunn

Jim Cermak — Mon, 14 Oct 2024 01:00:00 -0400

Should you buy or rent the exhibit for your next Trade Show, Conference or Event? What's the ROI? This is a top question for big and Small Business across the US and Europe.

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

Book a free 15-minute strategy call here: https://tradeshowu.biz/services

We're going to break it down with great tips and advice from Chris Dunn, VP of Sales & Business Development with BlueHive Exhibits who has been in the industry for 30 years.

We discuss:

-- When does it make sense to buy compared to rent?

-- When is the breakeven ROI for buying versus renting?

-- What type of Exhibit program is a good candidate for renting?

-- Case Studies and more!

Chris's Top Tips:

-- When selecting an exhibit partner, like an exhibit house or an agency, make sure that you choose someone that you trust not only for where you’re at currently but also where you want to go and how you want to grow

-- Be open to exploring options on both the purchase and rental side to get the best combination that works for your Exhibit program

-- Create and understand a complete exhibit calendar that includes both sizes, show dates, locations and goals. Work with your partner to handle overlapping situations or an outlier space as a for instance.

Special Offer from Chris and BlueHive:

BlueHive is happy to offer a 30 minute no charge tradeshow program audit

Contact Chris Dunn:

-- Email: Cdunn@bluehive.com

-- Website: www.bluehive.com

-- LinkedIn: https://www.linkedin.com/in/chrisjdunn1/

Weekly Tips, Training and More! Register for our Newsletter at www.tradeshowu.biz

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Create Amazing Memorable Events with Michael Green Food & Wine Experiences!

255 - AI is Changing the Game for Events - with Anca Trifan

Jim Cermak — Mon, 23 Sep 2024 01:00:00 -0400

AI continues to evolve, and there are more tools available than ever.

So let's learn what we can do to improve our events by hearing from one of the top experts in the industry!

Proud to have join me Anca Trifan of Tree-Fan Events to discuss everything AI and events!

We also discuss:

How is AI changing the game when it comes to corporate events?
How can AI-driven insights and analytics be used?
What is Anca hearing or seeing about meetings becoming more inclusive?
What new trends are appearing?
And more!

Learn more and connect with Anca Trifan! https://ai.treefanevents.com/

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

Book a free 15-minute strategy call here: https://tradeshowu.biz/services

254 - Trade Shows on a Budget - MORE leads with Less $$ - Rich Rodrigues

Jim Cermak — Tue, 03 Sep 2024 01:00:00 -0400

Don't let a small or cut budget stop you from Rocking your next Trade Show, Expo or Event!

Join Trade Show University host, Jim Cermak, and his guest, Rich Rodrigues, a Trade Show Troubadour and Account Executive with EDE - full-service trade show and event management company.

** Watch the Video of this interview! https://youtu.be/-s--TsZ_PGQ

We discuss:

- What to do when your budget is cut

- Creative ideas to make the most of your events

- Maximizing the opportunities with bigger event crowds and attendees

- What are Micro events and how they can help grow your brand

- The importance of #community

- And much more!

Connect with Rich Rodrigues - https://www.linkedin.com/in/rich-rodrigues/

** Want More LEADS, More SALES and More PROFITS at your next Trade Show? Let's Talk!

Book a free 15-minute strategy call here: https://tradeshowu.biz/services

** Join the Trade Show University weekly update newsletter: https://tradeshowu.biz

Mentioned in this episode:

Exhibitor Expert Review - exclusively from Trade Show University

253 - Top 10 Tips for NETWORKING at Trade Shows & Business Events

Jim Cermak — Tue, 06 Aug 2024 01:00:00 -0400

Ready to multiply the opportunities you get from your next trade show? Then you've got to learn how to effectively network with others! Your best leads an opportunities will come from people you personally know, so let's get to know more of them!

Here's my Top 10 Networking Tips for when you are at a Trade Show, and specifically when you are an exhibitor!

1 - Have a go-to question you use every time.

2 - Prep your quick pitch.

3 - Take advantage of networking opportunities.

4 - Bring business cards with you!

5 - At the show, network with the people at all the booths around you!

6 - When you are outside the show, look for other people wearing badges from your show!

7 - Stay at the host hotel, or at least hang out there!

8 - Don't be afraid of small talk.

9 - Be a good listener and ask good follow up questions!

10 - Be sure to Follow up with each person you meet!

******************

Check out the Trade Show University YouTube Channel for exclusive video trainings and tips! https://www.youtube.com/@tradeshowuniversity

Mentioned in this episode:

Exhibitor Expert Review - exclusively from Trade Show University

252 - AI & VR can Revolutionize Trade Shows - with Danny Stefanic

Jim Cermak — Mon, 24 Jun 2024 01:00:00 -0400

So if you've been wondering about AI, you've been wondering about the metaverse and what it all means for our events and our trade shows, listen to this episode.

Danny Stefanic is CEO and Founder of the Hyperspace Metaverse Platform. He is renowned for creating the world’s first metaverse and is considered a pioneer in the Metaverse for Business field, having been involved in the creation of ground-breaking 3D businesses for over 30 years.

We Discuss:

The transformative power of VR/AR in revolutionizing tradeshows
AI-powered avatars
What is an "inverted online tradeshow"?
Why should every tradeshow go hybrid in 2024 and beyond?
How can tradeshow professionals leverage AI?
Do you need an army of programmers to make this work?
How fast can I add a virtual component to my tradeshow?

Special Offer!

Everyone that signs up for a live demo through this link (https://hyperspace.mv/tradeshow) will get a FREE tradeshow space to experiment with so they can see what's possible for themselves.

Connect with Danny Stefanic & Experience Hyperspace:

Email: danny@hyperspace.mv
Website: https://hyperspace.mv
LinkedIn: https://www.linkedin.com/in/exitreality/
Schedule Guided Platform Tour: https://hyperspace.mv/tradeshow
Interact With Our AI-Powered Virtual Tradeshow Booth: https://app.learnbrite.com/dashboard/spaces/visit/spc720f7195a97ba0ada482d5

Turning Trade Shows Upside-Down with The UnConference - Vincent Pugliese

Jim Cermak — Mon, 20 May 2024 03:00:00 -0400

We're about to turn the trade show world upside down. I am honored to have on a phenomenal guest today who is an author, speaker, and the founder of Total Life Freedom, where he helps people time and money freedom in their life. And today has started Membership Freedom where he's helping businesses develop memberships in all sorts of different niches.

Welcome Vincent Pugliese to Trade Show University!

The concept which Vincent is proposing is called The Unconference which focuses not on keynote speakers, workshops, breakout sessions, or a show floor full of exhibitors, but an event laser-focused on making key strategic connections happen among attendees!

These are connections that happen naturally or serendipitously at trade shows and events, but only in the "in-between" times and out in the hallways.

Now The Unconference is designed to make more of those connections happen and happen more powerfully! It's happening in Sarasota FL, Feb 3-5, 2025.

To learn more about The UnConference - visit https://totallifefreedom.kartra.com/page/unconferenceapplication

For more info on Membership Freedom, visit https://mymembershipfreedom.com/

To connect with Vincent: https://www.linkedin.com/in/vincent-pugliese/

To get a FREE copy of the Wealth of Connection audiobook: https://totallifefreedom.kartra.com/page/wealthofconnectionaudiobook

** Want help creating a WINNING strategy for your next Trade Show? Book a free 15-minute strategy call here: https://tradeshowu.biz/services

** Join the Trade Show University weekly update newsletter: https://tradeshowu.biz

250 - How and Why FRANCHISES should use Trade Shows - with Susie Liberatore

Jim Cermak — Mon, 15 Apr 2024 01:00:00 -0400

If you are a franchise, a franchisor or a franchisee, you're in the right place today. Especially if you've been looking to figure out how to get better at marketing and trade shows.

Jim Cermak, trade show consultant and founder of Trade Show University is pleased to interview Susie Liberatore, who is the owner of Visions2Images, a marketing agency with a focus on Franchises.

Jim and Susie discuss:

Why Franchises should be using trade shows
How franchises can promote a tradeshow
Why we should consider Franchisees like a local small business
How to best be prepared and be creative
Why Tradeshows are a great investment for brand awareness
And so much more

Connect with Susie Liberatore:

Visions2Images - https://visions2images.com
Franchise Clarity - https://franchise-clarity.com
Susie's Personal site - https://susieliberatore.com

Want help creating your strategy? Book a free 15-minute strategy call here: https://tradeshowu.biz/services

Join the Trade Show University weekly update newsletter: https://tradeshowu.biz

Mentioned in this episode:

Exhibitor Expert Review - exclusively from Trade Show University

249 - How to ROCK your Very First Trade Show!

Jim Cermak — Mon, 08 Apr 2024 01:00:00 -0400

You're thinking about exhibiting at your very first trade show and want to make sure you crush it! But what do you do? For me, having worked and planned 100s of shows, you want to know what I would do?

There are 6 things you need to do to ensure you will look like a PRO and not a Rookie, and get fantastic results at your very first trade show! Before you even get started, you need to make sure you picked the right show! Check out THIS VIDEO: https://youtu.be/ILcbnClb2Xc?si=utrEz2vq5FizNzN9

And if you know you picked the right show, here's the 6 things you need to do to get ready for that show so you come back with more leads, sales and profits than if you just go in blind.

1 - Research the show, and especially the audience!

2 - Figure out your budget. What will the show cost, and all the expenses around it. Don't be caught off guard!

3 - Set goals to have success! You want to make money, and if you do it right you can fill your lead pipeline for a long time! But that starts with knowing what you need to accomplish!

4 - Focus your message to the audience so you attract them to your booth

5 - Figure the Questions you want to ask to everyone

6 - Practice! Practice! Practice!

Now that you know the 6 things you need to do to rock your very first show, click on this video to level up your game even more! https://youtu.be/Nn52LsBmBeE?si=96M7cjOhpWwUMMoW

Want help creating your strategy? Book a free 15-minute strategy call here: https://tradeshowu.biz/services

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

248 - 9 Tips for Working Trade Show by Yourself - Small Business Survival Guide

Jim Cermak — Mon, 25 Mar 2024 01:00:00 -0400

If you’re a small business, you may have plans to work an upcoming show by yourself or maybe you've done it in the past. Happens with bigger businesses too! And let me tell you, having worked many expos and shows solo, it can be frustrating.

Here's 9 Tips to help you Survive and Thrive at your next Expo, Event or Trade Show!

Being by yourself does not allow you to be efficient, maximize your ROI, or put you in the position to get the best results possible.

The biggest issue is that you can only have indepth discussions with one person at a time.

Let me give you one big piece of advice – Don’t work by yourself! If at all possible, convince a co-worker, trusted colleague, family member or friend help you out for a few hours or few days. It will definitely be worth it!

( 1 ) Set up your booth as early as possible to allow for the unknown.

( 2 ) Get to shows early to walk the show floor and meet people.

( 3 ) Make friends with people in the booths around you.

( 4 ) Simplify and Minimize

( 5 ) Use other methods to help capture information and make you more efficient

( 6 ) Practice!

( 7 ) Get out front of your table/booth

( 8 ) Try group presenting

( 9 ) Pack snacks, water, mints to help you avoid having to leave your booth

AND...The next video you NEED to watch so you don't Unknowingly kill your results...

https://youtu.be/ftHlxygrPFw

PLEASE SUBSCRIBE TO OUR CHANNEL! https://www.youtube.com/@tradeshowuniversity

IMPROVE YOUR NEXT TRADE SHOW!

Get a Professional Booth Review or the **RIGHT Training** for your staff: https://tradeshowu.biz/services

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 https://tradeshowu.biz and drop your email on the home page!

Mentioned in this episode:

Exhibitor Expert Review - exclusively from Trade Show University

247 - Retired Air Force Transporter of Presidents give top Travel Tips - with Michael Lynn

Jim Cermak — Mon, 18 Mar 2024 01:00:00 -0400

Travel Tips and Advice for getting to your next Trade Show or Event from Michael Lynn, Retired Air Force member who transported Presidents, Dignitaries and World Leaders, and is the author of the book Travel Etiquette.

Michael joins host Jim Cermak, trade show coach and founder of Trade Show University in this enlightening interview!

We discuss:

Preparation / Before you go.
How to get through TSA faster / better.
Boarding tips
Some of the Do's and Dont's of air travel
The "Elephant" in the Plane
And much more!

Connect with Michael Lynn:

Email - mdlspeaks@outlook.com
LinkedIn - https://linkedin.com/in/mikelynnspeaks

IMPROVE YOUR NEXT TRADE SHOW!

Get a Professional Booth Review or the **RIGHT Training** for your staff: https://tradeshowu.biz/services

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 https://tradeshowu.biz and drop your email on the home page!

Mentioned in this episode:

Exhibitor Expert Review - exclusively from Trade Show University

246 - 3 Tips for Small Businesses to FIX Trade Show Sponsorships

Jim Cermak — Mon, 26 Feb 2024 01:00:00 -0400

Small Businesses have to STOP Wasting Money on Trade Show and Event Sponsorships! In fact, businesses of ALL sizes need to do this!

I know I'm going to ruffle some feathers here, but stick with me.

I'm NOT telling you to Stop sponsoring, but to do them right! I'm going to give you the 3 ways to fix your sponsorships so you get the maximum return!

Look I'm not against sponsorships - they help fund the events and can be a tremendous investment. Problem is Most companies that invest in sponsorships at trade shows, conferences and events don't know how to get an ROI.

First things first - you have to know your reason for sponsoring in the first place! Maybe it's to support the show or the association in some way, and this is how you choose to do it. Fantastic!

Maybe the show is offering some added freebies or bonuses to sponsors, and you feel it's worth it. Okay great!

But maybe you're investing in a sponsorship to get your company name, logo and brand in front of a bunch of attendees and exhibitors. You are who I am talking to today.

Think about this - sponsoring something like a lanyard or a tote bag everyone gets definitely gets your logo out there in a big way! And some people even keep these things!

But ask yourself - have you ever bought from a company, or even changed your perception of a company, because their logo was on a lanyard or backpack? If you want to support the show or association putting on the show, then go ahead and sponsor the lanyard, the backpack, the disposable water bottles, or the other products.

Then there's sponsoring events inside the events - lunches, breakout sessions, after-hours networking events. For most of these events I attend, even while in the middle of them I can't tell you who the sponsor is.

Okay - so what do you do? What is a good sponsorship? HERE'S YOUR 3 TIPS!

1 - Look for a sponsorship that will bring attendees to your booth. Bingo Card, Scavenger Hunt. But do it right!

2 - If you sponsor an event - lunch, networking event - make sure you maximize your branding AND get everyone's attention by either speaking from stage, or having a team of people going around and spreading your brand.

3 - If you sponsor a product - have a message on the product to bring that product to your booth for a free gift.

Want to MAX the ROI on your Sponsorships?? Let's jump on a FREE Discovery Call!

-- Go to tradeshowu.biz/services and click on the blue "Book My Discovery Call" button!

Mentioned in this episode:

Powerful Data Analytics with BearIQ from Bear Analytics

I want to take a second to cover one of the hottest topics in the events industry right now: Data Analytics If you are a show organizer, you’re probably trying to gain a leg up on how to return to revenue. One company leading the charge for growing events is Bear Analytics. With their cutting-edge platform, Bear IQ, easily aggregates, cleans, and measures, event performance – showing you exactly where to focus your marketing, sales, and education team’s energy. The best part is – it’s powered by the data you’re already collecting. It means you can use their predictive tools to grow audience, increase exhibitor and sponsor sales, and easily measure engagement across your education and certification programs. If you even a little curious, reach out to them at WWW.BearAnalytics.com and tell them Jim sent you! Mention code “TSU” to let them know Trade Show University to unlock a free post-event report

245 - A Rant ABOUT Exhibitors and FOR Exhibitors - You're Wasting Money

Jim Cermak — Mon, 12 Feb 2024 03:30:00 -0400

Hey Exhibitors - I gotta Rant because you're missing out. You're not doing enough. You're not putting in the work.

Not that you're not working hard - I get that. You are.

But you're not doing the right things.

Ready to turn things around and Max Out your Leads and Opportunities?

Go to Tradeshowu.biz/services

Subscribe to https://www.youtube.com/@tradeshowuniversity

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

244 - Creating Community at Events - with Evan Babins of Intuit

Jim Cermak — Mon, 29 Jan 2024 01:00:00 -0400

Are you Creating Community at your trade shows and events? Building communities for your business is one of the hottest trends for good reason - it works! In this episode we discuss how and why you should incorporate this powerful tool into your strategy!

** Watch the video of this interview - https://youtu.be/be07vkLCfMs

Joining host Jim Cermak for the second time is Evan Babins, Event Manager for Intuit.

Evan has close to 10 years’ experience in corporate event production. Throughout his career, he has managed event logistics and production for world class clients like: Nissan Canada, Equitable Bank, Kia Canada, Novartis, and TD Bank, and now Quickbooks. Evan has worked in live, virtual and hybrid event spaces, becoming a top tier event industry trendsetter. Evan has been named one of BizBash's Top 250 Event Professionals, Eventex's Top 50 Most Influential Event Technology Professionals, Bizzabo's Top 55 Event Experience Leaders and Special Event Magazine's Top 20 Young Event Pro's to Watch lists.

We discuss:

What does creating community at events look like?
What are the benefits?
Can exhibitors build communities?
How the benefits last far after the event has ended
And more!

Listen to Evan's first interview on Trade Show University:

Innovative Best Practices for Exhibitors: https://tradeshowu.biz/episodes/ep-138-innovative-best-practices-for-exhibitors-with-evan-babins/

Connect with Evan Babins:

LinkedIn: https://www.linkedin.com/in/evanbabins/
Instagram: @evanbabins
Twitter/X: @evanbabins

SUBSCRIBE! Trade Show Tips, tricks and strategies at https://www.youtube.com/@tradeshowuniversity

*** Listen to 100's of episodes of the Trade Show University podcast at your favorite Podcast Platform!

Mentioned in this episode:

Add Greater Value to Exhibitors & Sponsors with EVA Event Tech Hub

Visit www.evareg.com/TSU to get started on adding greater value to your Exhibitors and Sponsors at your next Trade Show or Event!

Exhibitor Expert Review - exclusively from Trade Show University

243 - Podcasting Options you NEED to Check Out for Events - with Carey Green

Jim Cermak — Mon, 15 Jan 2024 01:00:00 -0400

You should be Podcasting from your Trade Shows and Events! We discuss podcasting Options you need to check out to get More Leads, build your Brand, and increase Attendee Engagement!

Trade Show University founder and host, Jim Cermak, interviews Carey Green. Carey founded Podcast Fast Track - a full-service podcast production agency in 2018 and in 2023 launched "Mobile Podcast Studio" a full-service on-location recording solution for events, conferences, trade shows, and more. He is also host of his own daily podcast which averages over 10,000 listeners per day.

We Discuss:

* Podcasting and the Mobile Podcast Studio option for events and trade shows.

* Why should every event organizer or trade show operator consider podcasting as part of their strategy?

* What kind of events or event-topics are best-fit for using a mobile podcast studio at their event?

* What are the different use cases for an on-site podcast recording studio at an event?

* What about sound issues at live events? Isn't the noise level inherent in public spaces difficult to overcome?

* How can trade show organizers afford a mobile podcast solution?

Carey's Top Takeaways:

* Leverage the portability and accessibility of audio to enhance your attendee experience.

* Find creative ways to get your event attendees talking about your event (both during and after).

Connect with Carey Green:

Email: carey@podcastfasttrack.com
https://TheMobilePodcastStudio.com
https://PodcastFastTrack.com
LinkedIn: https://www.linkedin.com/in/careyngreen/

SUBSCRIBE! Trade Show Tips, tricks and strategies at https://www.youtube.com/@tradeshowuniversity

*** Listen to 100's of episodes of the Trade Show University podcast at your favorite Podcast Platform!

Mentioned in this episode:

John Lee Dumas book giveaway - join newsletter list

John Lee Dumas book giveaway - join newsletter list The Common Path to Uncommon Success

242 - Do this ONE THING in 2024 to DOUBLE your Leads

Jim Cermak — Mon, 08 Jan 2024 01:00:00 -0400

There is ONE CHANGE, one SHIFT you can make, which will make all the difference in your trade show results in 2024.

This is a message specifically for small businesses. I'm talking about any business that has a small booth at a big show, or even you're doing a tabletop booth somewhere.

One thing I know about you is that trade shows are just one part of everything that you're doing.

You don't have a person dedicated to trade show management and planning and all, doing all that stuff, and that's all that they do. You're wearing a bunch of different hats or have a lot of other things on your plate.

If that sounds like you, I'm in your corner. I know what it's like. So here's what you need to do. You need to change your mindset about trade shows.

What does that mean? Well, listen, trade shows are the most powerful marketing tool you have available to you, and it can pay off in a big way. If you have the right mindset, if you're planning like it is the most powerful marketing tool, if you plan like I'm going to have the most Awesome opportunities at this show. If you plan, like you're going to be able to land the biggest customers and fill my pipeline for the year.

But if you don't plan for that, you will get mediocre results.

You're in control. And it starts with your mindset.

The right mindset is that trade shows are worth investing the time and the effort to do them right first. You need to make a commitment that you will take these shows seriously. You will get out of them what you put in.

You have to be efficient. You have to plan like this show is going to make your year. This show can fill up your sales lead funnel. Like you never thought that is the way you've got to approach it because that is the truth that can happen for you if you plan it correctly, but only planning with that mindset is not enough.

You've got to execute with the same mindset and now that you've got to instill that mindset to your entire team, who's going to be there or helping you plan the event. Take this seriously.

Once you get to the show, it is not a nuisance. It's not just a vacation. It's not just a time away from the office.

You got to WORK THE SHOW. That's why you're there.

I have worked with people who did not give it their all. Okay. We were not focused, not engaged. The results suffered, but if you're locked in on your goals, you have that strategy and make sure everybody's on the same page and then you work it.

You work that strategy, you engage with the attendees and you make things happen. The results will be double or more than if you don't. DOUBLE or more. So you take a little bit extra time and you do it right.

It's all about your mindset.

Now, if you're a one person company or you're in charge of planning and everything all by yourself, consider bringing a professional into help.

You want to see what that looks like. I am more than happy to jump on a free 15 minute phone call with you. I have to do is go over to https://tradeshowu.biz/services Click on that big blue "BOOK MY DISCOVERY CALL" button, and we will jump on for 15 minutes and discuss the possibilities and see what it looks like for you.

I am looking forward to helping you make 2024 your best year ever and trade shows can power your year, bringing in more leads, more sales and more profits than you ever thought possible!

Check out all our videos with tips, tricks and strategies at https://www.youtube.com/@tradeshowuniversity

*** Listen to 100's of episodes of the Trade Show University podcast at your favorite Podcast Platform!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

241 - Proven NEW Product Development Launch - Valuepreneurs - Steve Waddell

Jim Cermak — Mon, 01 Jan 2024 01:00:00 -0400

If you are launching a new product at a Trade Show, this is a must listen interview!

Jim Cermak, host and founder of Trade Show University, interviews successful inventor Steve Waddell.

Steve is an experienced entrepreneur with a rich background in product development and innovation. Over the years, Steve has turned bright ideas into successful products which have earned millions of dollars in investments. He took the lessons learned and created the new book, 'Valuepreneurs.' This book provides a blueprint for others to navigate the challenging yet rewarding path of entrepreneurship.

Steve and Jim discuss:

-- The key concepts and methodologies from my new book, 'Valuepreneurs,' which delves into the Value-Driven Product Development (VDPD) process

-- Enhancing the success rate of new products across diverse industries

-- The critical stages from ideation to market launch

-- How to launch new products at trade shows and exhibitions, where product innovation and effective development strategies are crucial.

-- And much more!

Learn more about Valuepreneurs:

-- Webiste: www.valuepreneurs.com

-- Online Community: https://www.skool.com/valuepreneurs-2715

-- The 2024 Valuepreneur's Idea to Product Summit: https://2024.ideatoproductsummit.com/

Connect with Steve Waddell:

-- steve@valuepreneurs.com

-- Book website: https://valuepreneurs.com

*** FREE 15-Minute Profit Potential Call with Jim Cermak - Trade Show Coach! https://tradeshowu.biz/services

*** More Free Training and Tips - https://www.youtube.com/@tradeshowuniversity

*** Listen to 100's of episodes of the Trade Show University podcast at your favorite Podcast Platform!

Mentioned in this episode:

Exhibitor Expert Review - exclusively from Trade Show University

240 - Tools, Resources & POWER for Trade Show Exhibitors - Jessica Sibila, The Exhibitor Advocate

Jim Cermak — Mon, 11 Dec 2023 01:00:00 -0400

Exhibitors at Trade Shows and Events need resources and tools to ensure their success. Trade Show University's Jim Cermak brings you one of the industry's leading suppliers of Free resources and tools, plus encouragement to give exhibitors the Power they need to succeed!

Introducing Jessica Sibila, Executive Director of The Exhibitor Advocate!

Jessica Sibila is a seasoned leader in the exhibitions and events industry, committed to excellence as an exhibitor advocate, change agent, speaker, consultant, and connector. She is on a mission to raise awareness of exhibitor challenges and broaden the scope of current event management best practices.

Jessica and Jim Discuss:

-- What is the Exhibitor Advocate?

-- How do you help exhibitors?

-- What are the issues that are top of mind for exhibitors today?

-- How can someone get involved with The Exhibitor Advocate?

-- And so much more!

Jessica's Top Tips!

-- Don't be afraid to speak up and ask for what you need.

-- Every show should have an Exhibitor Advisory Council.

-- Show organizers and suppliers should be aware of exhibitor pain points and work together to solve these challenges.

-- If you don't know where to go for help, The Exhibitor Advocate is here for you.

Get resources, advice and tools to help you navigate challenges at https://exhibitoradvocacy.com

Connect with Jessica Sibila:

-- info@exhibitoradvocacy.com

-- www.exhibitoradvocacy.com

-- https://www.linkedin.com/company/87379224/

Free 15-minute Profit Potential Call with Jim! Schedule yours at tradeshowu.biz/services

Find even more Free Resources at https://www.youtube.com/@tradeshowuniversity

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

239 - When to Exhibit vs Attend a Trade Show - DON'T Make a Mistake!!

Jim Cermak — Mon, 04 Dec 2023 01:00:00 -0400

Should you Exhibit or Attend a new show? This is a question I have gotten so many times from clients over the years, and it’s a great question!

Maybe there’s a big show coming up that has you intrigued, but you’ve never been to it.

Or it’s in an industry you’re interested in but don’t know enough about.

Or maybe you’ve never done a trade show before and think you’re ready to commit.

I’m going to go through 6 areas to consider and research and then I’ll discuss when it makes sense to attend and when it makes sense to exhibit.

Then at the end I’m going to give you some words of wisdom (or maybe warning) if you do decide to simply attend

** DON'T MISS - How to Pick the RIGHT Trade Show! https://youtu.be/ILcbnClb2Xc?si=oh5gok6olXuW-0G4

** FREE 15-Minute Profit Potential Call with Jim! https://tradeshowu.biz/services

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

238 - 8 Tips to reduce Overwhelm & Stress when Exhibit Planning

Jim Cermak — Mon, 20 Nov 2023 01:00:00 -0400

Do you experience overwhelm and stress when planning for trade shows? Or maybe you are planning for your very first trade show and you can’t believe the amount of work it is?

You are not alone and I created this episode just for you! Today I am going to share with you 8 tips to help Exhibitors take the overwhelm out of your trade show and event planning!

1. Utilize the show contact. Have your show contact walk you through all you need to know so you don’t get stuck piling through volumes of pages that are not relevant to you.

2. Dedicate a block of time to get it done. These shows are complex and have a million details. If you try to just do a little here and there, you will constantly be spending time trying to figure out what’s been done.

3. Simplify. Don’t overdo it. If you have a lot on your plate and feeling overwhelmed, make things simple for yourself.

4. Double check your deadlines and prioritize. Understand all the important dates you need to get things done, and get them on your calendar. Clarity and planning will give you some peace.

5. Create a checklist of everything you need for events, then pull it up for your next show.

6. Don’t recreate the wheel! Unless you have had some major changes, reuse your banners, backdrops, display pieces, and even marketing materials.

7. Delegate! Figure out all that needs to get done and then divvy up responsibilities.

8. Contact the show producer and schedule a call with them to go over everything you are submitting. Give yourself peace of mind.

NOW...you can breathe!

Which of these did you find helpful that you’re going to try? What other ideas do you have to reduce stress and overwhelm? Drop them in the comments!

Please LIKE and SHARE this video, and SUBSCRIBE to our channel!

*** MAX Your Leads at the Next Trade Show! ***

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-- Find the trade show topic you need: https://tradeshowu.biz/episodes

Mentioned in this episode:

Exhibitor Expert Review - exclusively from Trade Show University

237 - Dramatically Increase Leads with Tip Stacking

Jim Cermak — Mon, 06 Nov 2023 01:00:00 -0400

How do you get a 150% increase in qualified leads in one show like one of my clients did?

I’m not talking about leads like just getting a bunch of business cards in a bowl because you’re giving away an iPad. I’m talking 100% qualified, want to meet with you leads!

It’s from a little known thing called Tip Stacking.

In this episode I’m going to show you what Tip Stacking is and how to stack the RIGHT trade show tips which will help you dramatically increase the amount of leads you are getting and absolutely crush your goals!

You mayhave heard of Habit Stacking, from the best selling book Atomic Habits by James Clear, where he says if you change a little bit of many habits, it accumulates into big changes.

So Tip stacking is similar. It’s about taking several tips and incorporating them into your next show.

The key is doing the right ones. The ones that help you reach your show goals – and for most of you, I’m guessing your main goal is all about getting more qualified leads.

Now you can find hundreds, maybe even thousands of trade show tips out there. Heck, on my podcast between me and my guests we’ve probably shared 1000.

The tips you want to focus on are Tips that do 3 things – Drive Attendees to your booth, Help you Engage & Qualify those attendees, and Follow up.

We’re going to be focusing on just the first two areas – Driving Traffic, and Engage & Qualify.

Story – Home improvement company. For years, they would give away a big prize of a home improvement package which had a value of about $5,000. Tons of people would sign up because hey – who doesn’t want to win that! Then the company spent tons of time following up with people who have no interest to buy and end up with a handful of qualified leads.

Here’s what we did to get them a 150% increase in qualified leads.

Added lights – engaging the senses. Drew people in!
Typically one person worked the show because they would have one sales person per market. So we wanted to double their odds by adding a second person. Added a brand ambassador!
Instead of just asking people if they wanted to enter the giveaway, we came up with specific qualifying questions that would pull them in.
We added the qualifying question to the entry form!

*** Podcast episodes all about Brand Ambassadors!

*** Trade Show University Episode 153 - Interview with Polaris Brand Promotions: https://tradeshowu.biz/episodes/ep-153-using-brand-ambassadors-to-max-your-leads-roi-al-schuster-stephanie-crawford/

*** Trade Show University Episode 147 - Interview with Expo Stars: https://tradeshowu.biz/episodes/ep-147-selecting-training-the-right-staff-for-your-booth-with-lee-ali/

So we stacked those 4 tips on top of each other and it led to that 150% increase in qualified leads which led to a HUGE sales increase! And didn’t spend a ton of money!

So just have to make sure they are the right tips you’re stacking! For example, adding a cool squishy toy giveaway may make people happy, but odds are they aren’t going to become customers because of it.

First thing you need to focus on is driving traffic to your booth. I know that some techniques and tips work better than others, so I created the Trade Show Booth Traffic Scorecard which has 25 different tips and techniques listed.

9 things you can do BEFORE the show
16 DURING the show

But not only that each one has a point value based on how effective it is. This is based on experience and data!

You don’t have to do all 25! You just have to focus on the right ones which will make a difference, and the Scorecard will help you with that.

And it’s FREE! Go to tradeshowu.biz/scorecard

Plus you’ll have access to a 22-minute training video on how to use the scorecard where I go line by line in great detail and share stories on how to use it.

tradeshowu.biz/scorecard

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

236 - NEVER do these 7 things at Your Trade Show Booth!

Jim Cermak — Mon, 30 Oct 2023 01:00:00 -0400

I'm going to give you 7 things which you should NEVER do at your booth - yet people commit these mistakes at every single trade show or expo! If you can avoid these, or change your habits, you will have more traffic and get more leads than ever!

NEVER do these 7 things:

DON'T Use your phone - makes you unapproachable and seem disinterested in being there to serve the attendees
DON'T Eat - such a bad look! Not only messy, but can make it look like you don't want to be bothered.
DON'T Sit - again, this makes you appear that you don't want to be bothered or are unapproachable. Try removing the chairs from your booth so you have no option but to stand!
DON'T Be behind a table - never have a barrier between you and attendees. Have an open booth layout to invite people in!
DON'T Stay in booth the whole time - get out and explore all the show has to offer!
DON'T Be unprepared - please be prepared so you are best positioned to bring value to the attendees and your company!
DON'T Launch into a lengthy pitch before asking questions to the attendee! This is the biggest offense and time-waster. Ask questions and qualify the attendee first before talking about your company, services and products.

Get ready with Professional Coaching help to maximize your Leads, Sales and ROI!

Visit tradeshowu.biz/services to get started with a FREE 15-minute discovery call!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Exhibitor Expert Review - exclusively from Trade Show University

235 - 9 Tips for getting Traffic to a Bad Booth Location

Jim Cermak — Mon, 23 Oct 2023 01:00:00 -0400

You got stuck with a bad booth location. Don't tell me you got stuck with a bad booth location. We've all been there for anyone who's exhibited at trade shows, expos, conferences, or events over the years. You probably have been stuck with a quote unquote bad booth location. At some point, you know what I'm talking about.

We're talking about being stuck in the back corner on one of those aisles, that it's all the way off to the sides, or maybe in a secondary hall because they oversold the show.

So what do you do? Do you just give up and take what attendance possibly happens to walk your way? Those attendees that maybe they're lost too. So they finally walk past your booth or do you take control? We're here to show you how to take control.

First you got to do everything you can to avoid getting one of those. So when you're going to pick the show and pick your booth, get with , the show organizer and ask them, where does the traffic flow where the best. Locations that are still available.

Get with them and they will help you to find the best location available. Now let's get into the tips. I've got three things that you're going to do before the show and six things that you're going to do during the show to increase traffic. So here's the first three things that you could do before the show,

📍 number one. Increase your pre show marketing, do more targeted social media, especially into groups on your social platform. Do more email blasts, do more direct mail to your customer and your prospect list. Make sure while you're doing your pre show marketing, you look into the pre show marketing that the show is offering.

Cause guess what? Those, the stuff that you're doing on social and your list, some of those people are not coming to your show. But if it's the pre show marketing that the show is offering a hundred percent, those people at least are intending to be there. So look into what they have available. they may be offering email blasts, advertising.

📍 Number two, schedule meetings at the booth.

I just did a whole episode on filling your calendar. CLICK HERE - FILL YOUR CALENDAR EPISODE

And there's all sorts of ideas about how to schedule meetings at your booth and why that is so, so, so powerful.

📍 Number three, get involved with sponsorship marketing with the show things that drive people to your booth, things like a bingo card, a scavenger hunt in room marketing, things that will get people that forces them to come to your booth. Also include marketing pieces into the show bags. The giveaway bags that everyone gets include marketing pieces in the show bags that drive people to your booth.

Be blunt, be bold on those pieces and a bonus tip. Don't just drop any old piece, 📍 but be very specific on your piece. Include the booth number and the location. If you're in the back corner or you're in one of the end aisles, tell people, this is where we're at. And more importantly, tell them why should they come and visit you?

Don't just assume that they're going to stop by it because you did some marketing. Tell them. The reason why, so that's the three things you do before the show. Now, here's some ideas for things you could do at the booth during the show. There's six things here. 📍 Number one, engage the senses, add elements of sights and sound.

A spinning prize wheel or even music. If it fits your theme, those sounds can draw people and go, what is going on over there? How about lights? Lights can make a huge difference. When you're going down that aisle of all bunch of 10 by 10 boots, the ones that are lit up are just going to stand out to you.

Try some led lights. Some backlit displays. There's so many options available to you today. How about taste and smell? So my favorites have some food, 📍 maybe have a barista make the specialty coffees, have some popcorn, , 📍 have some fresh baked cookies, but make sure that when you do this, you're taking advantage of those people that are in your booth.

You're not just letting them come in, get grabbed their latte and hitting the road. 📍 Second idea run mini events right there at your booth. If you have enough room to set up some chairs, then have little mini seminars and hit topics that are going to be of interest to the attendees that are going to get people into your booth.

📍 Number three, hire talent to bring in more attendees, a magician, a game show host, some sort of entertainer. As they're walking by, they're going to be drawn in, especially the ones that know how to do trade shows.

They're masters at drawing people or, or even hire a brand ambassador, someone who looks like they work for your company. You address them the same way and their whole job is to engage people as they walk by. So that's number three, hire talent to bring in some more attendees.

📍 Tip number four, run a special promo or a giveaway. Anything that you can do that's, that's got a great perceived value. That's going to get more people coming to your booth, but make sure you mention that in your marketing as well, and make it big and bold. If you want to get people in that are going to sign up for your giveaway.

And here's a bonus tip, 📍 run a double back promo to get people to your booth a second time. So this is something where they've got to be present to win. So you have them sign up during the day. Hey, come back at four o'clock and we're going to do the drawing.

So. That you get a crowd of people a second time. I love this idea because when people see a crowd, they want to know what's going on over there and you'll get more people coming over. They get signed up at the last second before you do that drawing. So that's number four, run a special promotion or giveaway.

📍 Number five, be more aggressive when you're engaging with people have that. Initial question, right? That's going to bring people in, but don't just let people walk past. Don't make judgments that, uh, they're not interested they're on their phone. No, get more aggressive, do it in a good way, but get more aggressive to get more people in your booth.

📍 And number six, get outside your booth when traffic slows, or even at the beginning, if you're, if it's a big show and you've got one of those booths in the back corner. You're not going to see anybody for a little while. They're not going to make beelines to the back corner, guaranteed. So it's going to be a little while.

So get outside your booth, network every chance you can at lunch, in line at registration, on the elevator, everywhere. Network with all the booths around you. You never know where you're going to find your next customer or a vendor or a supplier or someone that you can network with and make referrals to.

If you're sitting there going, Oh my gosh, I love all these ideas, but how do I do? What's the right thing to do? Reach out to me. I've got a, I offer a free 15 minute discovery call where we can bounce ideas across from each other and make sure you get set up. It's absolutely free!

Just go to tradeshowu.biz/services

Mentioned in this episode:

Exhibitor Expert Review - exclusively from Trade Show University

Subscribe to the new Trade Show University YouTube channel!

234 - Grow Your Leads & Brand with Professional Photography - with LeShayne Maddex

Jim Cermak — Mon, 16 Oct 2023 01:00:00 -0400

Did you know that using a Professional Photographer can help you grow your Leads and your Brand at you next Trade Show?

Proud to have on the Trade Show University podcast LeShayne Maddex, a professional photographer who specializes in events, trade shows and taking headshots! LeShayne has been a full-time photographer for over 10 years, and loves bringing value to her clients and making them look the best.

We Discuss:

How hiring a photographer can be a value add to your trade show - for everyone involved (organizers, vendors, attendees)
What would a photographer do at a trade show?
What type of photos should you expect to get from a trade show photographer?
How can professional photos impact display and marketing pieces?
How can headshots be used to drive booth traffic?

LeShayne's Top Tips:

They say a picture is worth 1000 words - having photos from a successful event can help you promote your event in years to come - make sure the tools you have to market are professional, including the photos!
Hire someone who has been to trade shows. Be clear on what you are looking for with a photographer, the expectations.

LeShayne's Top Takeaways:

Hiring a professional photographer gives everyone involved in a trade show a "souvenir" - for the planners to use in marketing going forward, for the vendors to show off their presence at your trade show AND their booth, and for attendees to show where they have been to increase education/product knowledge for their own clients.

** SPECIAL OFFER! **

Save 10% Discount on Trade show photography services - just mention Trade Show University

Connect with LeShayne Maddex:

info@LeShayne.com
www.TBHeadshots.com
IG: tampabayheadshots
FB: TBHeadshots

Check out our YouTube Channel https://www.youtube.com/@tradeshowuniversity

Get weekly tips and new info! Sign up for newsletter https://tradeshowu.biz

Find the trade show topic you need: https://tradeshowu.biz/episodes

Free 15-minute Discovery Call! Let's talk about your challenges! https://tradeshowu.biz/services

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Exhibitor Expert Review - exclusively from Trade Show University

233 - Coach Nick Saban's Lessons - Halftime Adjustments for Tradeshows

Jim Cermak — Mon, 09 Oct 2023 01:00:00 -0400

Learn Lessons from Nick Saban, championship coach of the Alabama Crimson Tide Football team, on halftime adjustments he makes to dominate the 2nd half of games. Trade Show University founder and host, Jim Cermak, helps exhibitors and show planners understand how to take those lessons and use them for Victories at upcoming tradeshows and events!

Watch this video on the Trade Show University YouTube Channel - and Subscribe!

https://www.youtube.com/@tradeshowuniversity

Nick Saban is known by some as the most successful second half coach in football history, because he knows how to make adjustments.

So that's, we're going to learn today is what does he do at halftime that you can learn about your trade shows and adjustments you can make and learn from him. So you could have an amazing show, not just the beginning of the show, but the end of the show as well.

Nick was recently interviewed and someone asked him, what is your key to success coming out from halftime? Especially there's times you're, you're dominated in the first half and how do you come back and end up winning time and time again.

1) You've got to have Good information.

That means you've got to have good data. You've got to be paying attention. What is happening when you're engaging with attendees? Are they reacting positively to the questions you are asking them? Which part of your booth are they being gravitated to? or are they not being drawn to your booth at all?

At some point you've got to Call timeout, get your team together. If it's a multi day show, it's at the end of that first day to make sure everyone is on board and you can find out what's going, what's working, what isn't, and how do you make those halftime adjustments?

2) You need to give assignments.

Everyone should have something that they're responsible for, for keeping track of, have one person whose assignment is where are people drawn to, where are they naturally walking up to in your booth? Who are they naturally walking up to? What kind of questions are working and which ones are not working? What things are people resonating with and which ones are they not? Are they loving your giveaways? You've got to give assignments to each person in your booth and have them responsible for paying attention So you can get good data good information.

3) You need to adjust what's not working and double down on what is just what's not working and double down on what is.

If something's not working, you got to mix it up, you got to have different people out front trying different things, adjusting your people, the literature, what is going on in your booth. Adjust the questions that you're asking people so that you can have better results. And if something's working, do more of it.

4) Change things up day two. Well, he, he didn't say change things up day two. That's me saying it. What he said was have a game plan ready to start the second half, even before the game. So he said, every coach has those. First, so many plays that they run at the beginning of a, of a game.

And you should have a set number of plays ready to run at the beginning of the second half. Now you may make adjustments and say, Oh, based on what we saw in the first half, we're not going to run this play these plays in the second half, but you got to have that in your back pocket so that you're not spending a whole lot of time trying to figure out what's next.

You could already have that game plan. And so by me saying change things up Day two. If you're in a multi day show, at the beginning of the second day, you completely change things up. Maybe you have different pull up banners, different display pieces or literature out. Maybe you have a completely different theme of the second day. And you tell people ahead of time, you got to come back tomorrow because we're showing something completely different tomorrow. Maybe you're demoing a different software or a different product.

So people that come the first day, you can say, just cause you saw us today. It doesn't mean you've seen everything we've got to offer. You've got to come tomorrow because we're showing, we're unveiling a new product tomorrow. So change things up day two and do something different. What would you rather have? Would you rather have people coming once to your booth or walk by once or multiple times?

Is that a lot of work? A lot of preparation? Absolutely it is. But that can mean. Tremendous results and stickiness and memorability that no one else will have.

Want some help putting together a plan, we can jump on a Free 15-minute call. Go to https://tradeshowu.biz/services

I want to hear huge success stories from this plan!

Visit https://tradeshowu.biz

Find the trade show topic you need: https://tradeshowu.biz/episodes

2X-5X the Results from Your Next Show! https://tradeshowu.biz/services

Mentioned in this episode:

Exhibitor Expert Review - exclusively from Trade Show University

Subscribe to the new Trade Show University YouTube channel!

232 - Trade Show Hacks to Increase ROI with Don Jalbert - Classic Episode

Jim Cermak — Mon, 02 Oct 2023 01:00:00 -0400

One thing Event Planners and Professionals (#eventprofs) would love to get more of is Trade Show Hacks! So today we are bringing the Hacks!

Sharing his Trade Show Hacks to Improve ROI is Don Jalbert, the owner of Exhibit Associates. He was an outsider who took a tour of Exhibit Associates and within hours decided to buy the company with his wife. Just jumped in with both feet! These are the Hacks he has figured out over the past 9 years.

Tradeshow Hacks to Improve ROI

1. Tell people you are going

2. Exhibit with a plan and share the plan

3. Follow up and Speed wins

4. Stand out in a good way

Don’s top tips & takeaways:

Follow Up after a tradeshow. Otherwise don’t go.
The tradeshow booth is not the primary thing to worry about. Your people are your greatest asset and greatest liability.

FREE Resources from Exhibit Associates:

Visit – https://www.exhibitassociates.com/insider

Contact Don Jalbert:

don@exhibitassociates.com

913-980-4166

Mentioned in this episode:

Exhibitor Expert Review - exclusively from Trade Show University

Subscribe to the new Trade Show University YouTube channel!

231 - Leadership Principles 101: Align, Chart, Navigate - with Kevin Davis

Jim Cermak — Mon, 25 Sep 2023 01:00:00 -0400

To have a successful Trade Show, we need leadership for our team and our exhibit! Excited to bring a class on Leadership Principles to you today! Grab your notebook - you will be inspired!

My guest on Trade Show University is Kevin Davis, an executive coach, trainer and international speaker. Kevin's philosophy is simple: “Life is a journey of aligning your dreams, charting your course and navigating your way to a purpose-filled life.” For more than 30 years, Kevin has been inspiring, motivating, and equipping others to live out their dreams. He has devoted himself to developing and strengthening the personal and professional growth of others through speaking engagements, one-on-one leadership building, and most importantly by serving others.

We Discuss:

Leadership Principles
Kevin's powerful Align, Chart, Navigate framework
What does it mean to Bloom where you are planted?
How leadership principles are key to trade show success
And much more!

Kevin's Top Takeaways:

Realize Your Potential, The more you believe in yourself the bigger you can dream...
Chart out your course to achieve your dream
Navigate yourself there using the plan you charted and the Dream you want.

Special Free Offer!

Get your free Purpose Filled Life Radar Assessment Summary: https://www.mkevindavis.com/assessment

Contact Kevin Davis:

Website: mkevindavis.com
Email: mkevindavis@gmail.com

Watch this Episode on YouTube! https://youtu.be/muwB6DjBIMY

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Exhibitor Expert Review - exclusively from Trade Show University

PRO TIP - Send your New Employees to your next Trade Show

Jim Cermak — Mon, 18 Sep 2023 01:00:00 -0400

PRO TIP – Send your New employees to your next Trade Show

This secret will help your brand new employees and team members get up to speed quicker than ever! Shorten the learning curve! You'll hear this only on Trade Show University!

*** WATCH this episode on YouTube! https://www.youtube.com/watch?v=QFivUR63ITg&t=173s

In this episode, I give you 4 reasons why you need to send your brand new employees to visit and even work at your next trade show, and 5 tips to get your new people as effective and efficient as possible at the event! Let's go!

The 4 Reasons Why...

Allows them to learn all about your industry and get up to speed quickly. If they are brand new to the industry there’s nothing better! Seeing all the types of companies that are involved, learning about trends, and seeing how your company is positioned. If they’re familiar with the industry, gets them to see things from a new vantage point!
Allows them to do amazing market research by talking one on one with customers, prospects and vendors. Nothing like a new person to ask great questions!
Breaks up the routines for that new person. We’ve all been there – like drinking out of a firehose trying to get our bearings in a new job. Getting out of the office or the usual workplace can be such a great thing for a new person.
Accelerate the bonding and brings them into your team quickly. Nothing like spending a couple of days together to allow them to get to know you and you get to know them.

5 TIPS to get New Team Members as effective and efficient as possible at the event:

Give them specific tasks to do, set meetings for them with customers or vendors especially those they’ll be interacting with in the position.
When they’re in the booth, have them observe conversations with your team to learn.
Get them outside the booth to walk the show and gather info. And go have them do some research on the competition!
Have them attend workshops and breakout sessions on your behalf to take notes. Duplicate your time!
Make sure you take the time to watch them as well – how are they talking with prospects? How are they blending with your team? How are they socially?

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Exhibitor Expert Review - exclusively from Trade Show University

229 - Behavior Change Design for Events - with Kristin Malek

Jim Cermak — Mon, 11 Sep 2023 01:00:00 -0400

Are you designing your events with Behavior Change in mind? Are you wondering what that even means? You have GOT to understand how important this is, and you are definitely in the right place to start learning!

My guest this week is Kristin Malek, and this is her second time on Trade Show University! Kristin is an expert in designing experiences that change behavior and mindset. After 10 years in higher education, she realized that engagement without behavior change is useless at best, and dangerous at worst. The only way to enact real change and inspire action is to first design a transformational experience that would inspire change from within. Kristin has won double digit international, regional, and state awards to include international Educator of the Year and Excellence in Teaching and Training.

We discuss:

What exactly is Behavior Change Design
How it is different from Project Management
Why designing for engagement is so important
Kristin's latest project - Experience University
And so much more!

Kristin's Top Tips:

Engagement isn't activities
Engagement without behavior change is essentially useless
If you don't design for behavior change it's like planting a tomato seed without giving it a cage - it will grow but without structure of direction

Kristin's Big Takeaway:

Change management is just project management; designing for behavior change is completely different.

Connect with Kristin Malek:

www.kristinmalek.com
www.experienceuniversity.org - Check this out!!
LinkedIn: https://www.linkedin.com/in/kristinmm/
Her Extraordinary Events Podcast: https://extraordinaryevents.buzzsprout.com

***Check out Kristin's first visit on Trade Show University!

Career Growth & Education Options in Events - LISTEN HERE

For more info on Trade Show University coaching and consulting services - CLICK HERE

Schedule a FREE 15-minute Discovery Call to see how we can generate MORE LEADS at your next show! CLICK HERE to Schedule

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Add Greater Value to Exhibitors & Sponsors with EVA Event Tech Hub

Visit www.evareg.com/TSU to get started on adding greater value to your Exhibitors and Sponsors at your next Trade Show or Event!

228 - How AI will Improve Trade Shows & Events - with Kalon Welch

Jim Cermak — Mon, 04 Sep 2023 01:00:00 -0400

Should you be afraid of A.I. (Artificial Intelligence)? Will AI cost you your job? Will AI destroy the events industry? OR...can AI and AI tools be used to make our trade shows and events better than ever?

My guest, Kalon Welch, will help educate us on the future of AI in the events industry! Kalon is the Co-Owner and EVP for FastSensor where they utilize AI tools to help customers like Best Buy and Walmart better understand customer buying habits. Kalon regularly speaks as an industry expert on location based AI driven analytics and future retail based technology.

We discuss:

What is Unsupervised AI?
What Privacy concerns should we have?
How easy is it to deploy AI tools for events?
What are AI Driven Event Analytics?

Kalon's Top Tips:

Measure to optimize. Learn how to demonstrate ROI. A/B test and iterate.
Protect your budgets, your jobs and the face to face industry vs. Digital Marketing.
Learn to apply and create value and leverage ROI.

Kalon's Big Takeaway:

You can Harness AI for Event Measurement, safely and affordably!

*** SPECIAL OFFER ***

We will offer listeners a free exhibitor report, which includes a 1-hour show debrief with our data analysis team, marketing presentation slides, and executive top-line findings if they mention the podcast. Connect with Kalon to take advantage of this offer!

Connect with Kalon Welch:

Email: kalonw@fastsensor.us
www.fastsensor.com
https://www.linkedin.com/company/fastsensor/

For more info on Trade Show University coaching and consulting services - CLICK HERE

Schedule a FREE 15-minute Discovery Call to see how we can generate MORE LEADS at your next show! CLICK HERE to Schedule

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

227 - Creating Engaging Trade Show Booths - with Branden Cobb

Jim Cermak — Mon, 28 Aug 2023 01:00:00 -0400

What are attendees saying about your Trade Show Booth? Probably NOTHING!! Sorry, but it's true. Let's change that!

Branden Cobb, a seasoned marketing professional has been instrumental in driving market share, fostering customer loyalty, and enhancing profits for companies of all sizes. Through MarketingExec.us, he provides ongoing strategic advice to clients, catering to their specific needs and operating on a retainer basis. In today's discussion, he will share insights on creating captivating trade show booths, offering diverse approaches to engage and enthrall attendees.

Listen in as we discuss:

How to capture attention at the show
Securing leads
The importance of differentiation
And much more!

Connect with Branden Cobb:

branden@marketingexec.us
www.marketingexec.us
LinkedIn: https://www.linkedin.com/in/brandencobb1/

For more info on Trade Show University coaching and consulting services - CLICK HERE

Schedule a FREE 15-minute Discovery Call! CLICK HERE to Schedule

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Powerful Data Analytics with BearIQ from Bear Analytics

226 - PRO TIP - Win the Show Before You Go! Fill Your Calendar

Jim Cermak — Mon, 21 Aug 2023 01:00:00 -0400

Win the Show BEFORE You Go - Fill Your Calendar!

This is a Trade Show University Pro Tip episode – a short one, but one of the most powerful you’ll hear!

Win the show before you go...So what does that mean? It means filling up your calendar with your top qualified prospects before you even get to the show.

Think about it. What’s the main thing you are doing when exhibiting at the show? Trying to connect with more qualified leads. Right?

Of course there are other great reasons for being at the show like branding, networking, checking out the competition, finding new vendors, suppliers and partners, and so much more.

But at the end of the day, it’s about building your business. It’s about ROI.

So here’s what you do...

Figure out your calendar for the next show. And when I say calendar, I’m not just talking about the hours the show floor is open. But from the time you wake up to the time your head hits the pillow.

If you’re at the right show, then your target audience will be there. You need to take advantage of this amazing opportunity!

So first block out any times you will not be available. Times you are setting up your booth, any networking or other important events you need to be at, if you are attending or giving a talk. Block all those out on your calendar.

Next – look at the show floor hours. Now break those hours into 15 minute segments and make those available for meetings. Then fill up those blocks with qualified prospects.

Have your presentation dialed in from start to finish in 10 minutes or less. Then get them out of your booth and get ready for the next meeting with a couple minute buffer.

Unless you are the only person working your booth, this works like dynamite. Not only do you have qualified prospects continuously in your booth, but you also have activity in your booth! So instead of you and your team waiting around trying to find the next prospect, you can be talking to a non-stop flow of prospects.

Now you should have blocked out any events pertaining to the show. The next thing you do is look at all the open time you have remaining and make those available. Breakfast meetings, lunch meetings, dinner meetings, late-night grab a drink meetings, go for an early morning run meetings. Leave nothing off the table.

Will you be exhausted at the end of each day? Absolutely!

Will it be worth it? 100% YES!

So how do you find people to fill up your calendar? Here’s a few ideas I’ll rapid fire to you…

Your personal contacts
The show website or app – they will at very least have listed exhibitors and speakers. I’m sure you can find a few in that list you may want to meet with. And some apps will even have those registered available to connect with. Go through EVERY name.
LinkedIn or whatever social channels your target audience uses
Reach out to vendors in the industry and see if they can refer you to anyone
Exhaust your opportunities!

Last thing I’ll recommend is to set up a specific calendar just for the show. I love using Calendly because it’s a free tool and you can list the specific time blocks you are available. Send a link to those people and they can go in and schedule their own appointments. Doesn’t get any easier than that!

Calendly is just one option. There are others.

Think of how your next show can go if you were intentional and aggressive about completely filling up your calendar with the right people!

Now go do it!

Want some help putting together a plan, we can jump on a Free 15-minute call. Go to tradeshowu.biz/services

I want to hear huge success stories from this plan!

Connect with me – jim@tradeshowu.biz or tradeshowu.biz/contact

Mentioned in this episode:

Create Amazing Memorable Events with Michael Green Food & Wine Experiences!

Subscribe to the new Trade Show University YouTube channel!

225 - Exhibitor Coaching Session - with Merijn van Buuren of Event Mender

Jim Cermak — Mon, 14 Aug 2023 01:00:00 -0400

In this episode, we have an Exhibitor Coaching Session featuring Jim from Trade Show University offering coaching with an exhibitor for an upcoming trade show. Today Jim talks with Merijn van Buuren from Event Mender.

Jim and Merijn discuss Event Mender's upcoming show, including:

Goals
Display
Engagement
The booth flow/attendee journey
Follow up
Working a show by yourself
And much more!

Connect with Merijn!

Email: merijn@eventmender.com
Website: www.eventmender.com

Your opportunity to listen in on a one-to-one coaching session!

Would you like to be considered for an Exhibitor Coaching Session that will be featured on an upcoming podcast episode?

CLICK HERE to go to our Contact page and send in your info!

For more info on our coaching and consulting services - CLICK HERE

Schedule a FREE 15-minute Discovery Call! CLICK HERE to Schedule

Episode discussed: 9 Tips for Working a Trade Show by Yourself

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

224 - Powerful Goal Setting using The DEB Method - with Deb Eckerling

Jim Cermak — Mon, 07 Aug 2023 01:00:00 -0400

Goal Setting is one of the Top things you can do for success at your next trade show or event -- IF you do it right!! Excited for this week's guest to give us a fresh perspective with her own method.

Goal strategist Debra Eckerling is on a mission to change goal culture in and out of the workplace. A speaker, corporate consultant, and workshop leader, she is the award-winning author of Your Goal Guide and founder of the D*E*B METHOD® for goal-setting simplified. Debra has spoken on stages for TEDx, Innovation Women, SCORE LA, and more, and is host of #GoalChatLive, The DEB Show, and Taste Buds with Deb.

We Discuss:

What is Event Outcome Optimization?
What is The DEB Method?
Why is The DEB Method effective for Goal Setting?
How does it apply to Event Outcome Optimization?

Deb's Top Tips:

To get the most value out of any conference, start by creating a mission and motto for your business, as well as for attending the event
Create a plan for meeting people and choosing sessions, so you turn the time, money, and energy you spend into quality leads and valuable information that will grow your business
Schedule time to prep, as well as for following up and following through

Deb's Top Takeaways:

To get what you want you need to know what that is.
Setting goals for conferences, and aligning them with your business goals, will set you up for success.

Get Deb's Book - Your Goal Guide on Amazon

Connect with Debra Eckerling:

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Create Amazing Memorable Events with Michael Green Food & Wine Experiences!

223 - Finding & Deciding on Event Tech - with Merijn van Buuren

Jim Cermak — Mon, 31 Jul 2023 01:00:00 -0400

How do you find and decide on the best tech tools and platforms for your upcoming trade show or event? Listen in!

While helping physical event professionals embrace virtual events during the pandemic, Merijn van Buuren realized that evaluating different platforms was taking way too much time and that there must be a better way to do this to help even more event professionals. Merijn developed Event Mender, a tool to take out all the guesswork for event organizers.

We discuss:

Why do organizers need (to keep adding) new tools?
What does the current process look like, and why is this a problem?
What can event professionals do differently?
How does Event Mender fits in this picture?

Merijn's Top Tips:

Don't start looking for something you think you need without a purpuse
Before you get into demo's, set your boundaries and objectives (like your budget, number of events, features you need, etc)
If the information you need to make a decision is not there on a website, don't schedule a demo of 1 hour to find out - just ask in an email to save yourself a lot of time (or find a place that already has this information)
Ask for previous experiences/use-cases of similar demands

Merijn's Big Takeaways:

1. Don't start researching without a goal and clear overview of your demands

2. Make an informed decision that matches your event goals, don't decide on a tool just because your friend or competition is using it

Special Offer!

Listeners can go to eventmender.com and click on the link* to create a free profile on Event Mender and by doing so they'll be eligible for a 5% cashback on any new platform they find to be the best match for them. They'll also have the possibility to schedule a free hour consulting call with me to define their exact needs before starting their search.

Connect with Merijn:

hello@eventmender.com
https://eventmender.com
https://www.linkedin.com/in/merijnvanbuuren

Mentioned in this episode:

Add Greater Value to Exhibitors & Sponsors with EVA Event Tech Hub

Visit www.evareg.com/TSU to get started on adding greater value to your Exhibitors and Sponsors at your next Trade Show or Event!

Subscribe to the new Trade Show University YouTube channel!

222 - PRO TIP 10 - Don't Pre-judge Attendees - all about Engagement

Jim Cermak — Mon, 24 Jul 2023 01:00:00 -0400

Trade Show PRO Tip #10 - Don't Pre-Judge Attendees

One of the top things I see exhibitors doing which holds them back from reaching their potential, but really goes unnoticed, is they pre-judge the attendees walking past their booth.

What I’m talking about is looking at someone approaching your booth and looking at them and deciding whether or not to engage with them based on their age, what they’re wearing, if they’re a man or a woman, or even what company they are from.

Understand that you don’t know this person and you don’t know their role in the company until you ask them. Getting people into your booth is all about Engagement!

Let me tell you a story. Was working a show several years ago with a company selling big-ticket equipment to fire departments. Had a couple of people in my booth who were territory sales reps.

An attendee starts approaching with a Baltimore Fire Dept tshirt, glances toward our booth as he walks past. I turned to the person next to me who was the rep for Baltimore and said, why didn’t you talk to that guy? He said, he’s probably a firefighter. He’s not who I want to talk to. I said, do you think he might know

Another way we pre-judge – the person isn’t looking in my direction. Maybe they are looking the other way, or at their phone, or talking with someone they’re walking with.

Here’s the deal – this person could be your next big customer and may only walk past your booth one time. If you knew that was the case, would you just let them pass? I hope not!

Feel free to grab their attention! Say excuse me so they’re looking at you! Then ask them questions to qualify them. This isn’t hard, and don’t think you’re being too salesy. The attendees are there to do business as much as you are!

And if you’re an introvert waiting until someone comes up to you – we need to break you of that bad habit my friend! I am an introvert at heart and battled with this for a long time. You just have to put it behind you and reach out to attendees walking by. The worst thing that happens is they’ll say no. No big deal!

MENTIONED IN THIS EPISODE: 134 - Tips for Introverts (LINK)

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Get your Trade Show Booth Traffic Scorecard and drive MORE attendees to your booth than ever before! And free for a limited time! tradeshowu.biz/scorecard

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Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

221 - Coaching Follow Up! Results after the Show with The Groom's Man

Jim Cermak — Mon, 17 Jul 2023 01:00:00 -0400

In this episode, we are following up on our Exhibitor Coaching Session with Reginald Ferguson of The Groom's Man! If you missed that episode, you can Check out Episode #220 Here.

Jim and Reginald discuss how The Groom's Man performed at a large wedding show, including:

Did they hit their Goals?
What did they incorporate from the Coaching Session? Did it work?
What went well?
What would they change?
Would they do this show again?
And much more!

Connect with Reginald!

Email: reg@nyfashiongeek.com
Website: www.nyfashiongeek.com
Instagram: New York Fashion Geek

Would you like to be considered for an Exhibitor Coaching Session that will be featured on an upcoming podcast episode?

CLICK HERE to go to our Contact page and send in your info!

For more info on our coaching and consulting services - CLICK HERE

Schedule a FREE 15-minute Discovery Call! CLICK HERE to Schedule

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

220 - Exhibitor Coaching Session - The Groom's Man

Jim Cermak — Mon, 10 Jul 2023 01:00:00 -0400

Jim and Reginald discuss The Groom's Man and their first time to a large wedding show, including:

Goals
Display
Engagement
The booth flow/attendee journey
Follow up
And much more!

Connect with Reginald!

Email: reg@nyfashiongeek.com
Website: www.nyfashiongeek.com
Instagram: New York Fashion Geek

Your opportunity to listen in on a one-to-one coaching session!

Would you like to be considered for an Exhibitor Coaching Session that will be featured on an upcoming podcast episode?

CLICK HERE to go to our Contact page and send in your info!

For more info on our coaching and consulting services - CLICK HERE

Schedule a FREE 15-minute Discovery Call! CLICK HERE to Schedule

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

219 - Use Voice of Customer to increase ROI - with Dave Loomis

Jim Cermak — Mon, 03 Jul 2023 01:00:00 -0400

There's no better way to figure out your customer than to study them! Voice of Customer research (VOC) is a tremendous and powerful tool, and the specialty of our guest.

Dave Loomis is the President of Loomis Marketing, LLC, a consulting firm focused on providing and coaching voice-of-customer interviewing for B2B companies. Dave helps some of the world's largest and well-known B2B brands, including GE, STERIS, Saint-Gobain, Oshkosh and Xerox. He is a co-host of the B2B Marketing & Sales Podcast, and the author of Marketing is Everything We Do.

We discuss:

The importance of REAL voice of customer input
The right ways to do voice of customer research
Success stories
What is "customer outsight" and what's motivating you to write about it?

Dave's Top Tips:

Know who your targets are, understand what motivates them, figure out how to reach them most effectively and engage with them consistently.
Add value, be professional, but have fun!
There is no substitute for personal relationships.

Connect with Dave Loomis:

dave@loomismarketing.com
440-725-1400
www.loomismarketing.com
https://www.linkedin.com/in/davidloomis/

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

218 - Mastering Email Marketing: Turn Followers into Customers with Liz Wilcox

Jim Cermak — Mon, 26 Jun 2023 01:00:00 -0400

Introducing Liz Wilcox (aka - the Fresh Princess of Email) an email marketing strategist with a passion for helping trade show exhibitors make the most of their post-show follow-up. Liz’s vast experience in educational leadership comes in handy when designing custom email strategies tailored to her clients’ needs, focusing on increasing engagement and sales. Creative and always willing to learn from her mistakes, Liz shows exhibitors how to transform their existing email marketing campaigns into money-making machines that will keep their audience eager for more.

We discuss:

Liz's exlusive Email Staircase framework
What do you mean friends in the inbox?
What goes in a newsletter and how do we get people to care enough to read it?
How do we turn people into customers?
Do subject lines matter?

Liz Wilcox's amazing Freebie!

Mega Email Swipe File
Get it here: https://lizwilcox.ck.page/4072e76815
Get everything you need to build a list of buyers. Seriously. One entirely-written-for-you welcome sequence. 3 newsletters templates so you can feel comfortable knowing how to follow up each week. And 52 subject line so you never have to write an email from scratch again.

Connect with Liz Wilcox:

Mentioned in this episode:

Trade Show University Episode Guide

Many 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 and ROI! Every episode easily searchable and sorted into 19 Categories like Marketing, Staffing, Technology, Tips & Tools, and if you’re new, check out Trade show basics! Visit tradeshowu.biz/episodes 19 Categories include: -- Trade Show Basics -- Advocacy -- Branding -- Displays -- Expert Interviews -- Fitness & Nutrition -- Goals -- Marketing -- Mindset & Motivation -- Networking & Engagement -- Promo Items -- Social Media & Web -- Speaking & Presenting -- Sponsoring -- Staffing -- Strategy -- Tips & Tools -- Training -- Virtual & Hybrid Events -- Various (topics that are more unique)

Subscribe to the new Trade Show University YouTube channel!

217 - How to get Dozens of Video Testimonials at One Show!

Jim Cermak — Mon, 19 Jun 2023 01:00:00 -0400

Across the board, businesses agree that they want to get more testimonials. They’re powerful. As businesses, we love them. And customers turn to them more than ever!

Even better than a testimonial is a VIDEO testimonial. With video, you get more credibility, more emotion, and more believability. Period.

Let’s give you an easy way to get video testimonials at trade shows from two different groups! And this can give you months of powerful social media posts and website material that will last for years.

One method takes almost zero planning, and the other takes a little pre-work. And all you need is a cell phone! No expensive cameras, lighting or microphones. Whatever you carry in your pocket is all you need.

First - Attendees:

When they say anything positive about your business, your products or services, ask them if they would be willing to say that again and you can take a video. Then pull out your phone and have them say it again.
You can tee them up, “I’m here at the ABC show with Bob from XYZ. Bob, would you please share again what you just told me about our new product?”
Or they can just give their thoughts without any intro from you. “Hi I’m bob from XYZ. I was just checking out the new product from TSU and it’s fantastic. I have bought similar products for years, and I will definitely be ordering these next time!”
So be in the moment! Always be listening for those positive comments, and then be ready to grab your phone and ask for that testimonial!
And you also want to train your staff to recognize these opportunities as well! We all have cell phones, so anyone can quickly pull theirs out and capture a powerful testimonial!

Second – Customers:

Reach out to your customers who you know will be coming to the show
Ask them if they are coming to the show, if they would be willing to stop by your booth and give a quick testimonial about why they like doing business with you
If they’re not coming to the show, this is a great opportunity to ask them for a video testimonial anyway! Ask them if they would be willing to record a quick video testimonial and send it over to you.
You will be amazed at how many will be more than happy to do this for you! You just need to ask!

For both groups - Try to get them to keep it from 30-60 seconds and no more! People don’t like listening to or watching testimonials that go on too long. But they’ll be more likely to watch if it’s under a minute, and even more if it’s around 30 seconds!!

I have had clients capture dozens of quality testimonials over the course of one show!! This can create social media content that will last months, and permanent assets for you to put on your website and send out via emails. Powerful stuff! And doesn’t take any budget or big staffing needs. Just a plan and good execution!

Let's work together and get you WILDLY better results and ROI!

Click here to watch a quick video and get details

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Powerful Data Analytics with BearIQ from Bear Analytics

216 - Solving the Pain Points on the Show Floor - with Josh Rifkin

Jim Cermak — Mon, 12 Jun 2023 01:00:00 -0400

If you have exhibited at least once at a trade show, you have experienced some pains and challenges. My guest is a professional exhibit designer and builder to help you solve those challenges!

My guest Josh Rifkin is the CEO of Flatworks Displays - a USA manufacturer that sells a custom modular trade show booth system that assembles with no tools. With 30 years of experience in the manufacturing and trade show industries, Josh knows what goes into preparing for trade shows.

We discuss:

Shows are back but you need to be selective - It's a costly endeavor
Maximize your valuable space to create a more inviting environment for buyer to enter and engage.
Ditch the backdrops and skirted tables
Think about your trade show staff: get them in and out fast. The sooner they set up... the happier and fresher they will be during the show.

Connect with Josh Rifkin:

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

215 - How Technology is shaping In-Person Events - with BJ Mazmanian

Jim Cermak — Mon, 05 Jun 2023 01:00:00 -0400

Event Tech flourished throughout the pandemic as we all went virtual. How about now with Live In-Person events back to being the norm?

My guest BJ Mazmanian is Sr. Director of Client Services and Live Events at Bluewater. With a 20-year career in the live events space, BJ focuses on mobile and large-scale events, bringing a unique perspective on how to think through activation plans, extend client budgets, and push clients out of their comfort zones.

We discuss:

How has technology impacted the way brands approach in-person events, particularly trade shows?
What types of technology are brands using to create a more personalized sales process at trade shows?
What are some of the biggest challenges that brands face when trying to make their trade show booths more exciting for attendees? How do you address those challenges?
How can brands ensure that their booth stands out in a sea of other booths at a trade show?

BJ's Takeaways:

1) By scanning and interacting with different elements in the booth, a communication plan can be created based on all of the elements that were selected or interacted with that get sent automatically.

2) Extending dollars that are being spent – meaning looking at mobile tours / digital interactives that are being made to be used after the singular event. Create a canvas that can be updated / changed based on the show vs starting over every time

3)Think larger than just one event or one event budget. How can you build a strategy and plan that will help you get more bang for your buck?

Connect with BJ:

Email: bmazmanian@bluewatertech.com
Website: https://bluewatertech.com/
Social: https://www.linkedin.com/in/bj-mazmanian/

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

214 - Making Sense & ROI of Your Event Data - with Joe Colangelo

Jim Cermak — Mon, 29 May 2023 01:00:00 -0400

Meet Joe Colangelo, a seasoned professional in the events industry who excels at helping others make sense of their event data to optimize their ROI. As CEO for Bear Analytics and the driving force behind their platform, Bear IQ, Joe has spent the last ten years honing his skills in data analysis and event strategy. His expertise on AI, audience growth, and sponsorships has made him a sought-after resource for event planners.

In this episode, we discuss:

Implement data analytics strategies to streamline lead generation and create unforgettable customer experiences.
Appreciate the transformative power of experiential marketing and engaging on-site events.
Tap into the on-site innovation surge to stand out with unique experiential deliverables.
Gain insights into maximizing ROI by investing in innovative revenue channels like on-site sponsorships.
Explore the critical role of data-driven decision-making in devising compelling and personalized pitches.

Connect with Joe:

Email: joe@bearanalytics.com
Web: bearanalytics.com
LinkedIn: https://www.linkedin.com/in/josephcolangelo/

Work with Jim & Trade Show University!!

Sign up for a Free 15-minute Discovery Call
Check out our Services Page

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

213 - PRO TIP - Design your Booth like a Billboard, not a Brochure

Jim Cermak — Mon, 22 May 2023 01:00:00 -0400

Time to get people to stop at your booth instead of just walking past. One of the main reasons attendees just walk past booths of companies they don’t know is because they don’t know why they should stop.

Confusion is not a good marketing tactic!

When designing the graphics for your booth, think of it like a billboard, not a brochure.

But not just any billboard – an effective and memorable billboard!

When you pass a billboard you have a split second to capture the message. To be effective, it must be clear, concise and memorable. You either got it or you didn’t.
Effective graphics that tell a story or show what you do
Minimal words that tell why or Benefit Statement
Clear Call to Action

Ever saw a billboard that has...

Too many words?
Confusing pictures?
One you didn’t know the company or product?
One that didn’t have a location, phone number or website? At least not large enough to read at 60 mph?

What happens? You don’t remember it!

What I see all too often at trade shows are booth graphics that are more like a brochure. 3 or 4 panels that have a million words on it and would take you 5 minutes to read it all.

Plus they use confusing industry jargon and acronyms

Too many exhibitors think I have to tell them everything or else they won’t know what we do!

Instead, the attendees just walk past like they’re driving on the freeway, not knowing what you do or being too overwhelmed by your graphics and wording.

Some tips when designing your Booth or Exhibit:

Clear, concise, and minimal graphics
Minimal words that quickly tell what you do or your overt benefit
No jargon or acronyms – assume attendees are brand new to the industry and don’t know what the terms or acronyms mean.

Now think of the speed you go through a trade show. You don’t have time to stop at every booth, nor do you want to. You see your booth, but never heard of the company.

Would you stop at your booth? If not, why not? Pick it apart and tweak it!

If you would stop at it, have others inside and outside your company go through the same exercise. Sometimes we’re too close to it to see the changes that need to be made.

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 Spotify

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

212 - How to Skyrocket Booth Lead Generation - with Jonathan Pritchard

Jim Cermak — Mon, 15 May 2023 01:00:00 -0400

Pro Tips on Booth lead generation from someone who has done 10,000 live sales performances!

Jonathan Pritchard founded ROI Trade Shows to help clients get more out of their exhibits. He combines his decades of entertainment experience with his powerful business marketing skills to create dynamic presentations that help attract, educate, and qualify leads. While not on the road you can find him at home in the mountains of North Carolina.

We Discuss:

Lead generation strategies like giveaways & swag
Using in-booth presenters
Which strategies work best
Creating custom experiences
And much more!

Jonathan Offers:

Free consult on what angles might work best for your next show. Especially powerful for the software & service industries (because it's hard to demo those at scale).

Connect with Jonathan Pritchard:

Email: hello@jonathanpritchard.me
https://www.ROITradeShows.com
https://www.linkedin.com/in/jonathanpritchard/

Get the RIGHT Training for your staff: tradeshowu.biz/services

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 Spotify

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

211 - Training Done RIGHT can Double Your Leads

Jim Cermak — Mon, 08 May 2023 01:00:00 -0400

You are Training your staff all Wrong!! In this episode, I will discuss how to Train your trade show booth staff the RIGHT way which will lead to better results and can DOUBLE your Leads!

Most companies train on the Basics...

Show location and times
What the display will contain
What they will be giving away
Any promos they will be doing
What everyone will be wearing
And maybe more...

Nothing wrong with this, but it's typically where they stop training!

Now the staff has information and knowledge, and they are left on their own to figure out what to do with all this info!

You have to go deeper than this!

I suggest training on 3 things that will make all the DIFFERENCE: EQF - Engage, Qualify, Flow

ENGAGE - Train your staff HOW to engage with attendees in a meaningful way
QUALIFY - Right after they engage, you have to QUALIFY the attendee to see if you even want to talk with them. If they don't qualify, let them go!!
FLOW - After you have engaged and qualified, immediately get them into your booth flow or attendee journey. It's what you should have orchestrated ahead of the show! What do you want them to experience? What do you want them to leave with? And what info do YOU want and need?
For more info on creating a FLOW, listen to this episode - https://tradeshowu.biz/episodes/193-creating-your-booth-flow-and-attendee-journey-in-2023/

Train on EQF effectively, and you can Double Your Leads at the next show!!!

Want some help? I offer a Free 15-minute Discovery Call to see how Training with the EQF Framework can help your business!

CLICK HERE - https://tradeshowu.biz/services/

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

210 - Charity is Good Business - with Michael Green

Jim Cermak — Mon, 01 May 2023 01:00:00 -0400

Professional Auctioneer, Travel Consultant and Charity Consultant Michael Green of Michael Green Auctions joins Trade Show University today to discuss why having a charitable component to your business is Good Business!

In this episode - Part 1 of a 2-part series on Charity in your Business - Michael and I discuss implementing a charitable part of your business, and he gives a 7-step framework on selecting the right charity or non-profit organization to align with.

Make sure the Charity's values align with yours
Do your Due Diligence and Research the non-profit options
Evaluate the Charity's impact
Review their Financials
Consider their other Partnerships
Determine overall compatibility between the non-profit and your organization
Have your Team be part of the selection process

Resources and other Organizations mentioned in the podcast:

Connect with Michael:

Mentioned in this episode:

Free Video Training - How to pick the Right Trade Show

Free Video Training - How to Pick the Right Trade Show! Or, if you have already selected a show...How to know if it is the Right Trade Show for your business. You have too much on the line to select the Wrong show!! I give you the 7 Questions you NEED to ask to be confident you have selected the right show! To get immediate access, go to tradeshowu.biz and sign up for the email newsletter right on the home page! That's it! Tradeshowu.biz

Subscribe to the new Trade Show University YouTube channel!

209 - Amplify your Message thru Power of Production - with Marc Collins

Jim Cermak — Mon, 24 Apr 2023 01:00:00 -0400

Do you think about Production when creating your exhibits and shows? My guest today talks about how powerful Production can be!

Marc Collins, co-founder and Executive Producer of Odyssey Creative, began his theatre and film career around age six. Ever since then, he’s been bringing content to stages and screens for live audiences across the country and around the world. As a corporate and association show director, he believes in the use of theatre production practices such as detailed participant and technical rehearsal, performance coaching, and crafting the show strategically around the audience experience.

We discuss:

Why is a show flow important?
Why is a script important?
Why is REHEARSAL important?
What are some ways that the quality of a general session's production can impact the attendee experience?
And so much more!!

Marc's Top Tips:

Get a producer involved in planning your general session
Get a producer involved early - we recommend a minimum of 6 months out, but we can do more from 8-10 months out
Your AV company may not be the best source for your producer as they have an obligation to sell what's on the AV company's shelves. An independent producer will be your ally and your advocate, and will hold your AV company accountable in a way that an employee of that company will not

Connect with Marc Collins:

Email: mcollins@odysseycreative.com

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Free Video Training - How to pick the Right Trade Show

208 - How to Create Strategic Memorability - with Rama Beerfas

Jim Cermak — Mon, 17 Apr 2023 01:00:00 -0400

Rama Beerfas, CTSM, MAS - is the Strategic Memorability Specialist at Lev Promotions where she specializes in branded products for trade show and event marketing. Her goal is to recommend products that are relevant to clients’ branding, goals and target market while melding with the client's overall marketing message and tactics. She calls this creating strategic memorability™.

We Discuss:

Why you shouldn't choose products just because they're hot/new/cool/trending.
What is strategic memorability(TM)?
Top tips and tricks for using promo items

Rama's Top Tips & Takeaways:

Share your realistic budget and quantity needs when asking for product suggestions.
If you're choosing your branded products from a catalog or website, without thought to your target market, DON'T!
Find a promotional product consultant that will ask questions above quantity and budget and make suggestions based on your specific needs.
Branded products are an effective marketing tool that should be part of your holistic marketing messaging and strategies. If they don't integrate into your branding and messaging, they don't make sense and they don't have the marketing impact you want.

Special Offers from Rama!

We offer a complimentary 15 minute phone or Zoom consultation to discuss basic information on the considerations for your branded product needs.

We'll be in Booth 1109 at ExhibitorLive in Louisville in April. Go to our website levpromotions.com and click on the ExhibitorLive 2023 menu link for a special show offer and a registration link that includes a complimentary exhibit floor pass.

Connect with Rama:

rama@levpromotions.com
www.levpromotions.com
858-205-1398
https://www.linkedin.com/company/lev-promotions
https://www.facebook.com/LevPromotions

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

207 - Finding Your WHY Leads to Success - with Joel Bromley

Jim Cermak — Mon, 10 Apr 2023 01:00:00 -0400

Find your WHY and Find Success!! Businesses that have more locked in and enthusiastic workers at trade shows will draw in and engage with more attendees. You get more enthusiasm when you find your purpose...Your WHY!

Joel Bromley, husband, father of 4 and financial coach, is on mission to build relationships stronger than the third pig built houses. Joel and his wife can’t wait to be front row as you discover your “why” for life and and become a unicorn in your industry.

We Discuss:

What is a Why?
How do you Discover your Why?
Importance of training on the "why" can be a complete game changer for a lot of companies.
The people working the exhibit are representing the company and how they do that makes all the difference.

Joel's Top Tips & Takeaways:

As Simon Sinek’s book says “start with Why”. It truly filters into and leads to everything else. Doing this will completely refocus you.
Once you've discovered (and written down) your why. Measure it against everything you do, think and say. Doing this will help you gain at type of control you've never felt before.
If you have an unclear or poorly discovered purpose as an organization and your exhibition staff aren’t properly trained with the organization’s why and equipped with their own deep why, you are leaving money on the table or outright wasting it and your time altogether.
An organization who knows their true why or purpose, is able to effectively communicate this purpose to employees and the world, and has employees who know their why or helps their employees find their why; will be a unicorn in their space and in this world.

FREE "Why Discovery Guide" from Joel Bromley

Download Your Why Discovery Guide HERE

Connect with Joel Bromley

Website: https://www.bromleyfinancialcoaching.com/

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Free Video Training - How to pick the Right Trade Show

206 - Adapting Trade Shows for the Future - with Marlys Arnold

Jim Cermak — Mon, 03 Apr 2023 01:00:00 -0400

When Marlys Arnold, a passionate trade show organizer for over two decades, started her podcast all the way back in 2006, she reconciled her journalistic and marketing backgrounds to navigate an ever-evolving industry and build a better trade show image for her audience.

You will learn:

1. How the word 'podcast' was coined in 2004 and how podcasting has changed since then.

2. How the trade show industry has evolved since 2002, including technological advances and marketing tactics.

3. The importance of exhibitors having a clear strategy and focus when preparing for and running a trade show.

Marlys Arnold is a leading advocate for trade show exhibitors, having written two books on the subject and founded the Exhibit Marketers Cafe and Exhibit Marketers Academy. She also hosts her own podcast, Trade Show Insights, which has been running since 2006.

Her latest book, Build a Better Trade Show Image, can be purchased at Bookshop.org as well as other major book retailers.

Connect with Marlys:

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

205 - What is a Trade Show Coach & Why You Need One

Jim Cermak — Mon, 27 Mar 2023 01:00:00 -0400

What is a trade show coach? Why hire one? And what can they do for your business?

First of all - They make you Money, Save you Time, Improve Your Attendee and Customer Engagement, and Take the Headaches out of Planning!

Sound Great?? Contact me for a free call to see how I can help YOU! Email jim@tradeshowu.biz or CLICK HERE.

What is a trade show coach, or think of them as an exhibitor coach:

An expert in exhibiting
Focused on your business and goals
Fresh, outsider’s perspective
For first timers as well as veterans
Can also work with show organizers or promoters to get them to better understand the exhibitors – those they serve – to get a higher renewal rate and higher sponsor rate

Why Hire a Trade Show Coach?

Best athletes, business owners and CEOs have coaches -- Someone who’s been there done that, and can bring the best out of you and your team
Increase your chance for Success
You don’t know what you don’t know

What will a Trade Show Coach do for your business?

Get you focused on what matters – Results/ROI,
Right Goals and Metrics
Get rid of clutter
Speed up your presentation – cut the fluff! If it's 5 min = you can do 12/hr If it's 3 min = you can do 20/hr!!!
Get MORE Qualified Leads - Help you craft questions to Qualify attendees
Train on Engagement
Give you Confidence
Craft your follow up strategy
Roadmap for Success
Set up your Booth Flow/Attendee Journey

Ready to Get Started?? Or Need more Info??

Contact Jim Cermak - CLICK HERE
Or email jim@tradeshowu.biz

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Add Greater Value to Exhibitors & Sponsors with EVA Event Tech Hub

Visit www.evareg.com/TSU to get started on adding greater value to your Exhibitors and Sponsors at your next Trade Show or Event!

204 - Making Sense of Data Exhibitors should Expect - with Vinnu Deshetty

Jim Cermak — Mon, 20 Mar 2023 01:00:00 -0400

Vinnu Deshetty serves as CEO of EVA Event Tech Hub and brings over 25 years of meeting and conference planning experience in the association and nonprofit industries. With a unique understanding of both the tech and meeting planning worlds, Vinnu focuses on making tech accessible and productive for meeting planners. She leads development teams to bring a sense of humanity to AI development making EVA’s technology a reality that is easily implemented and activated. You can find Vinnu as an event tech advocate speaking at industry events at Meeting Planners International (MPI), Professional Convention Managers Associations (PCMA), and the American Society of Association Executives (ASAE).

We Discuss:

What event data should exhibitors expect

Vinnu’s Top Tips:

Planners

Don't worry about your overall numbers
Show numbers that matter to your exhibitors.

Planners & Exhibitors

Think beyond the trade show
Whether it's in-person or pre-post event, there are some ways to easily engage with prospects

Vinnu’s Key Takeaways:

Look at data that's relevant to your category
Think about the pre-post activities.

Get in touch with Vinnu Deshetty on their website.

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 Spotify

Mentioned in this episode:

Free Video Training - How to pick the Right Trade Show

Subscribe to the new Trade Show University YouTube channel!

203 - Trade Show Budget Breakdown & Critical Missing Items

Jim Cermak — Mon, 13 Mar 2023 01:00:00 -0400

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 time
7% - 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!
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Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Trade Show University Episode Guide

202 - Women in Events: Opportunities, Mentoring & More - Abby Ingraham & Madison Frye

Jim Cermak — Mon, 06 Mar 2023 01:00:00 -0400

There are more women in the trade show industry that we know. For this episode, we have not just one, but two guests! What a perfect way to start Women’s Month!

Join Map Your Show's Regional Vice President, Abby Ingraham, and Marketing Associate, Madison Frye, as they give an in-depth view of women in the trade show industry at varying points in their careers.

We Discuss:

Advice for women thinking about a career in this industry
Create a work-to-life balance
Mentorship
Events for women in the industry to help build and empower them

Abby and Madison’s Top Tips:

The industry is a welcoming and engaging place for your career to prosper, no matter the stage of your career.

Abby and Madison’s Key Takeaways:

Make work-life balance a priority in your life. You can't pour from an empty cup.
The industry is a welcoming and engaging place for your career to prosper, no matter the stage of your career.

Get in touch with Abby Ingraham and Madison Frye on:

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 Spotify

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

201 - Why Your Event needs a Crisis Communications Plan - with Tessa Drayton

Jim Cermak — Mon, 27 Feb 2023 01:00:00 -0400

When you host an event and something happens that wasn’t expected, how would you handle the situation?

Our guest for this episode is Tessa Drayton. She is the Director of Communications at TND Communications and past Chair of the ISRM Trinidad Chapter. She is an experienced Communications Specialist who is also trained and certified in Corporate Risk and Crisis Management. Ms. Drayton’s goal is to help customers solve their why and be better communicators.

We Discuss:

What Promoters are missing in handling a crisis
What types of crisis can occur at events

Tessa’s Top Tips:

Crisis Communication is not just for natural disasters.
Digital Media is an effective communication tool that can be leveraged effectively to minimize mortality & further damage to a company's reputation.

Tessa’s Key Takeaways:

Have a Crisis Communication Plan because your Brand is the most valuable asset of your organization.

Get in touch with Tessa Drayton at

Website: http://tndcomms.com/
Email: tndcommunications38@gmail.com
Instagram: https://www.instagram.com/tndcommunications/

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 Spotify

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

200 - 12 Reasons Why Trade Shows are the BEST Marketing Tool

Jim Cermak — Mon, 20 Feb 2023 01:00:00 -0400

If you are not convinced, then please reach out to me!

1. Connect with & qualify more of your target audience quickly

If you’re at the right show! Only be at shows where your target audience is.
Video training

2. Talk to the same Buyers and Decision Makers as the Big Guys

a. If you’re a small player in an industry that has some giants, the people who are there to see the giants are walking right past your booth!

b. And if some major retailers are going to be there walking the show, you may have your best opportunity to get their attention!

3. Get into deep meaningful conversations

Conversations that lead to appointments and sales! With target audience and others as well.

4. Effectively share your story – in multiple ways! Through sights, sounds, takeaways, and giveaways, QR code

5. Do up-close competitive research – if you’re there, your competitors probably are too. Get over to their booth, take pics, grab literature, and look over what they are displaying. And hey – introduce yourself! Become a friendly competitor! Never know where opportunities come from.

6. Find prospective new vendors and suppliers – Most businesses miss this opportunity. While you’re there, why not see who else is there that can meet your business needs.

7. Have conversations with Industry Leaders – associations, leading companies, researchers, and more

8. Learn about Industry Trends – there is typically a breakout session talking about trends. And if you don’t see one, find an industry leader to talk to about what is happening! Don’t miss this! Can help you craft your next product, service, or offer.

9. Learn new skills to Improve Your Company – there are typically breakout sessions, seminars, and workshops. And if you’re in an industry that needs CEU credits, may be able to find those as well.

10. Build deeper relationships through social opportunities – networking sessions, dinners, drinks, breakfasts, and more. Go for a run!

11. Position your company as Experts and Thought Leaders – you know those breakout sessions? Why not you or your company lead one of those? Get on Stage!! Check with show organizers as soon as you identify the show to see what opportunities are available!

a. Do this early! As many shows close the window on this several months in advance.

12. Get Press and Media Coverage – last but certainly not least, there are industry journalists at every trade show – even at small ones. And if you can get their attention by inviting them to your booth ahead of time, or scheduling a time to meet, you can get some amazing press!

a. I have a fantastic episode that is a Master Class on how to do find the media at trade shows and get PR you can’t get any other way. My friend Josh Weiss was featured back on episode 61 of TSU.

Ok – now I hope you are convinced, and if I have your head shaking YES YES YES! Then don’t miss out and leave money on the table. I help companies maximize their opportunities and ROI at shows by giving a fresh expert perspective. Because you don’t know what you don’t know!

Free 15 min discovery call to see if working together is right for you!

Send an email to jim@tradeshowu.biz or go to https://tradeshowu.biz/contact/

Mentioned in this episode:

Free Video Training - How to pick the Right Trade Show

Subscribe to the new Trade Show University YouTube channel!

199 - Creating Memorable Experiences from Professional Haunted House Actor

Jim Cermak — Mon, 13 Feb 2023 01:00:00 -0400

Have you been to a Haunted House? What was your experience like? In this episode, we will talk about Haunted Houses and the memories it leaves us.

On the show, we have Roger Miller - a special FX makeup artist and improv coach. He is a right-brained person in a left-brained world. Roger has the unique background combination of being in the not-very exciting medical Insurance industry, and also a special effects makeup artist! Roger has been involved in many shows in both of his worlds – insurance and special effects makeup. He draws on inspiration from both to give great tips and value for you and how to do things differently in your booth for greater customer engagement and results.

We discuss:

Deeper experiences
The Haunt Industry
Method of stage: go and engage

Roger’s Top Tips:

Identify who the right people are and then integrate goals
Know who your customers are
Create that initial experience down the trade show floor
We need to create that vision and what better way to create a vision than by assaulting as many senses as possible

Roger’s Key Takeaways:

Experiences are memorable
Creating experiences for a community or a group because it becomes even more memorable

Get in touch with Roger Miller

Creative community: Tues@7
Facebook

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Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

198 - Focus on the Customer & UFI Trends to Watch - with Kai Hattendorf

Jim Cermak — Mon, 06 Feb 2023 01:00:00 -0400

What worries you this 2023? Are there trends you need to watch out for? In this episode, we focus on customers and also discuss the flows, ins, and outs of the industry.

Kai Hattendorf graces the podcast today. Kai is the CEO of UFI - the global association for the exhibition industry. With UFI being active all around the world, he spends a lot of time connecting with the industry and our stakeholders around the globe. He's a sought-after speaker across the events industry and regularly here in the US - and was recently named "Business Events Strategist of the Year" by PCMA.

We Discuss:

UFI's 5 Trends to Watch for 2023
Deep-dive on the customer focus

Kai’s Top Tips:

Don't get too distracted by all the discussion about inflation and/or recession - this will pass
Focus on providing the best experience and outcome for exhibitors and buyers right now

Kai’s Key Takeaways:

If times are tough, focus on your customer. They will reward you big time!
Go check out UFI - a great source of information, and the go-to association for expo people in the US who want to connect internationally.

Get in touch with Kai Hattendorf and UFI in LinkedIn https://www.linkedin.com/company/ufi-association/

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 Spotify

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

197 - Tips & Predictions from the Pros at IAEE's Expo! Expo!

Jim Cermak — Mon, 30 Jan 2023 01:00:00 -0400

I attended IAEE's Expo! Expo! 2022 conference held in Louisville, KY and was able to get some of the EventProfs there to share some Tips and Predictions for exhibiting in 2023!

Featured in this episode:

Jennifer Millett of ARMA International
John D'Adamo of VenuIQ
Ross Sudentas of ExpoFP
Andrew Asaro of SessionBoard
Vinnu Deshetty of eva Event Tech Platform
Jeanne Brei of National Trade Show Alliance

Mentioned in this episode:

Trade Show University Episode Guide

Subscribe to the new Trade Show University YouTube channel!

196 - There's Always a Plot Line - Finding the Story in your Event Flow

Jim Cermak — Mon, 23 Jan 2023 01:00:00 -0400

Do you go to events, exhibits, or trade shows, but completely forget what it was all about? In this podcast episode, we talk about the story in an event flow. We talk about the plot, because there is always a plot line!

Today’s guest is Alan Bruun. Alan is currently Director, Creative Services for Production Resource Group's Corporate Events Division. He is an IAAPA Brass Ring and Thea award winner. He has over 20 years of experience creating shows and events for Disney Parks Live Entertainment and Disney Event Group throughout North America, Europe, and Asia. Alan has also served as Artistic/Producing Director for 5 theatre and opera companies.

We Discuss:

How to see the evolution of the event/exhibit experience
How to maximize impact and retention
Why is story important in the success of events

Alan’s Top Tips:

Keep it simple
Create an immersive environment
Interact, engage, and disrupt

Alan’s Key Takeaways:

Have a clear picture of your attendees
Understand how to reach them
Look beyond standard processes to create an innovative experience

Get in touch with Alan Bruun at alan.bruun@prg.com

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 Spotify

Mentioned in this episode:

Free Video Training - How to pick the Right Trade Show

Subscribe to the new Trade Show University YouTube channel!

195 - Creating a Full Video Strategy, Content Creation & Repurposing

Jim Cermak — Mon, 16 Jan 2023 01:00:00 -0400

Most companies are not using Video to its full potential! Today we'll be talking about the importance of creating a full video strategy, along with the amazing content and repurposing opportunities that exist.

Joining the podcast is Bill Baraona, Flex Media’s founder and video marketing strategist who has over a decade of video production experience. which allows him to combine a variety of production styles and marketing tactics with today’s new technology to deliver effective video content for business owners, marketing and sales teams.

We Discuss:

The importance of having a full video strategy for pre, during, and post trade show
How to create multiple pieces of content at the trade show for use as post trade show and to create hype for your next trade show.
What is a video strategy and what makes it different from your overall marketing strategy?
Why is it important for someone to have this mapped out prior to a trade show?
What types of content can be generated at the trade show and how does that play into your your video strategy?
Can this content be created DIY or should they hire a professional?

Bill's Top Tips:

You want to make sure you are creating content for your ideal buyer/viewer.
You want to make sure you take stock of what videos you need to created and focus on 1-2 videos. You can work on producing more at the next trade show.
Look at your attendees and get a game plan for video creation. Try to book time prior to the event if possible.
You don't always have to hire a professional. If you purchase a couple small things you can create some great content at your booth by your self.
DIY the content with a short shelf life and hire a pro for content that has a longer shelf life.
Make sure to maxamize your time when creating content.

Bill's Key Takeaways:

Stop missing opportunities to create content at trade shows.
- Have a plan prior to attending and make sure you are still applying marketing principals.

Get in touch with Bill Baraona and Flex Media:

flexmediacle.com
bill@flexmediacle.com
Phone: 216-402-8579
All social media @flexmediacle

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 Spotify

Mentioned in this episode:

Powerful Data Analytics with BearIQ from Bear Analytics

Subscribe to the new Trade Show University YouTube channel!

194 - Demand Gen vs. Lead Gen - with Vanessa Zangardi

Jim Cermak — Mon, 09 Jan 2023 01:00:00 -0400

What is the difference between Demand Generation (regarding generating leads using marketing) and Lead Generation? Why does it matter and what should you focus on?

Helping us answer these questions is Vanessa Zangardi of Zangardi Studio! Vanessa is a business owner, a mom, a wife, and relentless in her pursuit of teaching and helping people understand marketing isn't scary - and that you can do it, no matter how big or small your business is.

We discuss:

What is Demand Gen and what is Lead Gen?
Demand gen as it relates to current marketing trends
Why is everyone talking about Content?
What content should people be focusing on?
How do we make creating content easier?
Content as it relates to demand gen and current marketing talk
Easy steps you can do to work on demand gen while creating impactful content

Vanessa's Top Tips:

Creating valuable content needs to be your focus. You can do this a few ways - video, blog, social media, in-person trade shows, or during your own hosted events.
The easiest way to figure out what that valuable content is to talk to your customers and talk to your sales staff. After that, find an easy cadence of creation on the best platforms and STICK TO IT!

Vanessa's Top Takeaways:

Marketing isn't scary - but you do need to take risks.
You can find creative ways to create impactful marketing campaigns and content, no matter your budget.

Get in Touch with Vanessa Zangardi:

Website - zangardi.com
LinkedIn - Vanessa Zangardi

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 Spotify

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

193 - Creating Your Booth Flow and Attendee Journey in 2023

Jim Cermak — Mon, 02 Jan 2023 01:00:00 -0400

One of the most impactful and strategic moves you can do for your trade shows in 2023 is to Create your Booth Flow!

If you’re not familiar with the term Booth Flow, it’s just what it sounds like – how to get show attendees to flow through your booth. Another way to say it is the Attendee Journey! And it's possibly the number one thing you can plan and orchestrate which will make the greatest difference in your results!

· The reason Booth Flow is effective is because it incorporates the most critical parts that will make or break your success at a show.

· How to engage attendees

· What info to capture

· How to capture it

· What you want people to leave your booth with

· The Booth Flow is your game plan!! It includes just three key components:

· First – Get attendees into your booth

· Second – Capture Your Key information – What do you want to capture, and how will you capture it?

· Is everything you need on a business card? Probably not. Then you need to identify all the info you need and want.

· How are you going to Capture that info? Figure out a system.

· Third – What do you want them to leave with?

· Literature/Marketing materials

· Giveaways

· What do you want them remembering?

· What do you want them to experience?

· How do you want them feeling?

· Orchestrate how your attendees will enter, experience and exit your booth – and that is the secret ingredient to maximizing your results.

· Your Booth flow, just like everything else, starts with your Goals. Your goals will help determine your flow.

· It all starts with making that first contact with an attendee. Don’t rely on attendees walking up to you. You need to have a strategy for engaging attendees.

· There are three ways to get people to stop at your booth:

· #1 – Pre-show marketing. Advertising, social media, direct mail, etc.

· #2 – Games, giveaways, attractions, or promotions. Nothing attracts like a spinning prize wheel, a magician, or something that delights the senses.

· #3 – Actually engaging people and inviting them into your booth. This can make the biggest difference in the results you get from your show.

· Now you can do all 3 options together to increase your odds of getting more people into your booth, but #3 is by far the most important.

· Never assume that attendees who walk past your booth got enough information to tell they don’t need to stop.

· You may have the best products, innovation, display and employees. But it doesn’t matter if people don’t stop!

· Top 6 things to NOT do in your booth:

· Give a simple greeting like Hello, how’s it going or how you doing.

· Asking any sort of yes/no question that has nothing to do with your company OR doesn’t make the attendee think.

· Say nothing! Just stare at the attendee, have a big smile, and say nothing.

4. Be on your phone and ignoring attendees. Put your phone away while you’re in the booth!

5. Talking with other booth staff

6. Leave the booth Empty. Unless you’re by yourself and have an emergency – NEVER have an empty booth!!

· Switch to this one simple technique which will lead to more people stopping and having meaningful conversations with you and your staff.

· For every attendee that is walking by your booth, Ask them a question relevant to your business that stops them in their tracks. One that makes them think even for a split second.

· Needs to be a question that gets you a quick answer.

· Can be a YES/NO question, but only if it qualifies the attendee.

· If they don’t qualify and won’t do business with you, don’t spend your time talking to them. Let them walk away.

· But If they say YES to your question, then great! They qualify and you want to talk to them. Now get them right into the next step of your booth flow.

· The key is this – don’t pick and choose who to ask the question to. Ask everyone you can! As soon as you’re done talking to one person, ask the next one you see.

· In Episode 002 on Staffing Your Booth, talked about running your booth like a restaurant. Restaurants have a front of the house and a back of the house. The front of the house is responsible for greeting, seating and serving the guests. Back of the house takes care of the food prep, presentation and other details.

· Break your booth into two areas – front of the booth and back of the booth.

· Front of the booth is where you will first engage the attendees, bring them into the booth and qualify them.

· Back of the booth answers questions, conducts product demos, hands out information and more.

· Assign specific roles to everyone working.

· Just like a restaurant, you have to figure out a flow for your attendees. For example, who greets them first, what does that person say to the attendee, what do you want the attendee to do, who do they go to next and why, etc.

· Next step is capturing all the information you want and need. Ask more questions, have them take a survey, give a demo, enter them into a drawing, etc.

· Find out the person’s role in the Decision Making process

· Capture the info – determine who will capture the info and how

· Third part of the Booth Flow – what do you want them to leave with. If you have a new product or service you are promoting, then they should know all about it, leave with literature about it, and be signed up for updates.

· The key to all 3 parts of the Booth Flow is consistency! Ask the same questions, capture the same info, put them through the same experience, and have them leave with the same stuff.

· You may have 2 or even more flows you put attendees through based on their answers, what type of customer they are or some other variable. Just remember to stay consistent.

· So your homework assignment is to start creating the Booth Flow for your next show! Take your time, train your staff, stay consistent in execution and this can pay off better than anything else you will do!

Want to Create the BEST Booth Flow for your next Trade Show, Expo or Conference?

Connect with me by CLICKING HERE and together let's help you get more leads and better ROI than ever before!

Mentioned in this episode:

Free Video Training - How to pick the Right Trade Show

Subscribe to the new Trade Show University YouTube channel!

192 - Tips to Connect with those who DON'T Show Up!

Jim Cermak — Mon, 26 Dec 2022 01:00:00 -0400

Food and Wine Entertainment Consultant and Keynote Speaker Michael Green joins Jim Cermak for another episode of Perfect Pairings - Events, Food & Wine!

Episode #11 - Tips to connect with those who DON'T Show Up!

People registered to attend your after hours dinner, networking event, or even your trade show...but they don't show up!
Don't let that frustrate you and think the opportunity is lost
Michael and Jim discuss tips and ideas for connecting with these people and turning them into customers!

Plus...You have GOT to take 2 minutes and see Michael Green's promo video at www.michaelgreen.com

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 Spotify

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

191 - PRO Tip 7 - Effectively Using Your Cell Phone at Your Booth

Jim Cermak — Mon, 19 Dec 2022 01:00:00 -0400

Trade Show PRO Tip #7 explores how to Effectively use your Cell Phone, Android or iPhone right at your trade show booth! Normally I tell people to put their phones away - and that's still good advice! But today I'm giving you several reasons and situations to pull it out and use it for even better results!

TAKE PICTURES...of your booth to use in email follow ups, social media and more.
...of your competitors to research what they are doing.
...of other booths in the show to give you inspiration to make improvements on your displays
...of attendees at your booth to share on social media!
...of all your important show documents and contracts so you have them when you need them.
TAKE VIDEOS...to capture testimonials as they happen! When someone raves about your product or service, ask them if they are willing to say that again, and capture a video testimonial!
...to GO LIVE on your social medial channels
...to capture a quick follow-up video after having a conversation with someone at the booth
USE YOUR CALENDAR...to schedule follow ups with attendees on the spot!
USE YOUR ALARMS...to set reminders for important calls, meetings, sessions and more! Don't miss out because of the excitement and energy happening at the booth!

What other ways do you use your phone to reach your goals and go above and beyond?

Send an email to jim@tradeshowu.biz or connect with me on LinkedIn

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Mentioned in this episode:

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190 - How to Secure Sponsors Successfully - with Roberta Vigilance

Jim Cermak — Mon, 12 Dec 2022 01:00:00 -0400

Roberta Vigilance teaches event planners how to secure sponsors for events, and is the author of How To Secure Sponsors Successfully. Roberta needed money to hold an event, taught herself how to secure sponsors and since then has launched an event planning business teaching others how to secured local to corporate sponsors.

We Discuss:

Understanding event sponsorship
Different expectations of sponsors
Evaluating sponsorships
Measuring sponsorship outcome

Roberta's Top Takeaways:

Understand event sponsorship so that they will be a meeting of the minds to speed up success.
Write clear concise sponsorship proposal that lets sponsors quickly spot the value.

Connect with Roberta Vigilance:

www.eventsandsponsors.com
www.robertavigilance.com
https://facebook.com/securesponsors
https://www.linkedin.com/in/securesponsors/

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

189 - GO FOR NO! How more No's Lead to YES! with Andrea Waltz

Jim Cermak — Mon, 05 Dec 2022 01:00:00 -0400

Andrea Waltz is the co-founder of Courage Crafters, Inc. and co-author of the best-selling book, Go for No! Yes is the Destination, No is How You Get There. For almost two decades, Andrea has been teaching people in virtually every business and industry how to think and feel differently about failure, rejection, and the word, “no” to achieve their goals and dreams.

We Discuss:

Handling fear of rejection in sales, at trade shows and expos
How does fear of rejection impact the tradeshow industry?
Where does it show up?
What can people do at a tradeshow to be better at handling the fear of rejection?
Your top tips for our listeners (trade show producers, planners, sponsors and exhibitors)

Andrea's Top Takeaways:

Courageously connect by being the one to initiate and build relationships
Any fear is a fleeting feeling, the results form your efforts impact you a long time.

Free Assessment Quiz from Andrea!

https://www.goforno.com/quiz/

Connect with Andrea Waltz:

www.GoforNo.com
@GoforNo (Twitter and Instagram)
ReadGoforno.com

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Subscribe at your favorite Podcast Platform!

Mentioned in this episode:

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188 - 9 Common Trade Show Mistakes that Crush Profits

Jim Cermak — Mon, 28 Nov 2022 01:00:00 -0400

There are Common Mistakes that cost companies $$$$ in profits and ROI that I see at nearly every Trade Show. Here are my top 9 mistakes (plus a bonus one):

Not Setting Goals - saying you want to get as many leads as you can is NOT a goal. You have to have goals or you will never find out if your show was a success or not!
Not Training your staff How to Work a Show - many companies train their people on their products, services, what promo item they're giving away and other things. But the difference maker is training them HOW to work a show by engaging with attendees!
Waiting until you get to the show to Fill your Calendar - By the time you get to the show, everyone is bombarded with dinner and meeting opportunities. Don't wait to book that meeting with your top prospects! Do it ahead of time!
Skipping Networking Events - These are HUGE opportunities to make amazing contacts. Don't skip them!
Not Getting out of your Booth and Walking the Show - You are missing out on so much by just staying in your booth.
Not having a Plan to generate traffic if you have a Bad Booth location or when the show is Slow - The show WILL be slow at times, so have a plan to maximize this time!
Having CHEAP giveaways - Invest in quality items. If your giveaway is garbage quality, it will end in the garbage...along with your logo.
Using too much Copy on Banners and Displays - Attendees will NOT read these items. Keep it simple and say only what is your differentiator.
Not having a set Follow-Up Plan - Do this BEFORE the show because when you get back, you spend so much time just catching up with day-to-day work.
Not Allowing enough Time for Tear Down - things not put back correctly or properly will cause you money to purchase new pieces for the next show.

Let me know what mistakes you have made in the past that you have learned from! CONTACT ME

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Mentioned in this episode:

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187 - Perfect Pairing 10 - MORE Branding with Food & Wine - with Michael Green

Jim Cermak — Thu, 24 Nov 2022 01:00:00 -0400

Food and Wine Entertainment Consultant and Keynote Speaker Michael Green joins Jim Cermak for another episode of Perfect Pairings - Events, Food & Wine!

Episode #10 - MORE Branding using Food and Wine

Tying products and services to specific food and wine - mind-blowing!
How using food and beverages not only is innovative, but more sticky and memorable
And more!!

Plus...You have GOT to take 2 minutes and see Michael Green's promo video at www.michaelgreen.com

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 Spotify

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

186 - Trade Show Learnings for Growth - with Sue Monhait of Gift Biz Unwrapped

Jim Cermak — Mon, 21 Nov 2022 01:00:00 -0400

Rock Solid Learnings for Growth!! Sue Monhait is a business owner, podcast host, speaker, coach and best-selling author for the community she’s lovingly named, “Gifters-Bakers-Crafters-Makers” – people who create beautiful and/or delicious products that they want to share with the world. Sue owns two businesses including The Ribbon Print Company offers custom ribbon printing systems creating the ability to produce on-site personalization and branding of products, and Gift Biz Unwrapped which provides free and paid business development and growth direction including her top ranked weekly podcast.

We Discuss:

Trade Show Experiences and Learnings from over the years
How have you seen shows change?
Biggest mistake at a show?
How do you judge if a show was successful?

Sue's Top Tips:

For Producers - make it easy for an exhibitor by giving a detailed show process as early as possible.
For Exhibitors - plan out your major shows for the year and book them early to get best placement. Then be open to adding in one or two more if a new opportunity arises. This should be in your budget. Bigger shows aren't always better.

Connect with Sue Monheit:

IG - @giftbizunwrapped
Listen to the Gift Biz Unwrapped at all podcast platforms
www.giftbizunwrapped.com
https://theribbonprintcompany.com

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

185 - PRO Tip 6 - How to Follow Up Effectively with All Types of Leads

Jim Cermak — Mon, 14 Nov 2022 01:00:00 -0400

Trade Show PRO Tip #6 explores how to Follow Up Effectively with All types of Leads. OR...in other words...Don’t follow up with all leads the same way!

There are different types of leads. Some cool, some hot, some big, some small.
Some you have a fantastic, in-depth conversation with, and some you just scan their badge.
First of all – the follow up starts right during your conversation at the booth.
Huh?? What I mean is this. Set the tone for a follow up. Ask them right then and there when would be good to follow up and set a date. “So what I’ll do is call you a week from Tuesday and we can discuss ABC. Sound good? Great! And I’ll shoot you an email with that as well.”
Don’t make the mistake of sending a blanket email response to everyone!
Take a minute to take notes right after the conversation and make those follow ups PERSONAL
How’s this for an idea – right after the person leaves your booth, take out your phone and record a quick video to send to that person. It might sound something like this...
Hey Bob, it’s Jim from Trade Show U. Was so great talking to you about your company and need for better results at your next show. As we discussed, after you get back to the office, let’s set up that 15-minute discovery call to help you see the huge opportunities out in front of you. Can’t wait to talk soon!
Think you might stand out when you do this?
So get personal with your follow ups! Be detailed, be organized and be timely and you WILL see better results!

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Mentioned in this episode:

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184 - Best Practices for Max ROI from the Show Floor - with Roger Vartanian

Jim Cermak — Mon, 07 Nov 2022 01:00:00 -0400

Learn real-world success practices from an exhibitor who has worked over 500 shows! He is a pro I have worked side-by-side with at many trade shows, and he definitely walks the walk.

Proud to have join me Roger Vartanian of Lightning eMotors. Roger is 40 year veteran in the commercial vehicle manufacturing industry with experience in product concept, design, manufacturing, sales and marketing.

We Discuss:

What are your processes in trade show planning?
How do you use video in both pre- and post-show marketing?
How do you see the use of video to maximize trade show ROI?
What are your pre and post show plans?
How important is buy-in from your team?

Roger's Top Takeaways:

Believe in what the mission of the show is.
Not only display the products and services but show your attendees you are a product knowledge specialist and a valuable resource for their business.
Understand that while its great to sell at trade shows the main purpose is to develop interest and leads and how you will turn that into sales.
Be energetic and passionate to help your visitors.

Connect with Roger Vartanian:

Web: www.lightningemotors.com
Email: roger.vartanian@lightningemotors.com
LinkedIn: https://www.linkedin.com/in/roger-vartanian-292833132/

Join our Email Newsletter for updates and exclusive access to Tips, Tools and Trainings!

Click Here and Join the Newsletter!

Subscribe at your favorite Podcast Platform!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

183 - Perfect Pairings 9 - Orchestrating from the First Contact - with Michael Green

Jim Cermak — Mon, 31 Oct 2022 01:00:00 -0400

Do you have your entire Attendee Journey orchestrated ahead of time? Join us for this quick yet important conversation today!

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

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

Episode #9 - Orchestrating from the First Contact

How to plan your attendee's journey
How and why to orchestrate beginning with the first point of contact
And more!!

Plus...You have GOT to take 2 minutes and see Michael Green's promo video at www.michaelgreen.com

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 Spotify

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

182 - Turn Your Visual Brand into a Profitable Selling Stage with Amy Lokken

Jim Cermak — Mon, 24 Oct 2022 01:00:00 -0400

With over 27 years of experience in the design industry, Amy Lokken, founder and inventor of Müd Modular, knows how to create spaces that sell. No matter if your selling is online, or at a tradeshow, Amy knows how to translate your brand and client experience into a profitable selling stage. With a background in design and an innate ability to understand human psychology, Amy creates one-of-a-kind visual experiences that both her clients and their buying audiences love.

We Discuss:

Tips for designing the right trade show
Doing virtual events right
The biggest mistake people are making today when it comes to their trade show/virtual set up?
Why are businesses playing it safe?
How do people level up the attendee's experience at trade shows?

Amy's Top Tips:

Build an experience that's worth raving about.
Make it all about them (i.e. the attendee's, exhibitors, audience, etc).
Be the unexpected.
If you want to stand out and get noticed, you're going to have to stop looking like everyone else.

Amy's Big Takeaways:

To be successful in todays Modern Day Business environment we need to build deeper relationships and develop a strong emotional bond with those we are meant to Impact and Influence. That starts with understanding 'What story are you telling visually'.
Think Differently about what you're saying through your visual language-- is it evoking the emotional response you intended?

SPECIAL OFFER:

Free 20 minute audit/chat of their existing trade show set-up

Connect with Amy:

email: amy@mudmodular.com
website: mudmodular.com
https://www.linkedin.com/in/amylokken/
https://www.facebook.com/MudModular/
https://www.instagram.com/mudmodular/

Join our Email Newsletter for updates and exclusive access to Tips, Tools and Trainings!

Click Here and Join the Newsletter!

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Mentioned in this episode:

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Trade Show University Episode Guide

181 - PRO TIP 5 - Increase Traffic with Free Marketing Tools for Shows

Jim Cermak — Thu, 20 Oct 2022 01:00:00 -0400

If you want to maximize the Traffic to your Trade Show booth, then you have got to take advantage of all the FREE Marketing Tools available to you! Some you know, and others you need to seek out. But no matter if you are on a strict budget or not, don't miss out on the freebies!

Social Media – of course!

Before the show, tell you will be exhibiting, what booth you will be at, what you will be showcasing. And here’s something I never see…posts for those NOT going to the show! Have those folks reach out to you to still get a demo or the show special!
During the show – use geofencing to reach people on the show floor! Promote show specials, giveaways, demos, and whatever else will get people to your booth. Don’t forget to use a pic of your actual booth.
After the show – again a pic of your booth. And take and share selfies with customers and prospects – and tag them. Extend the show special for those who were not able to make it. Tag the show or association – they may repost it!

Check with the show organizers to see what free tools are available to you!

Many shows have a map of the show floor which lets you enter info about your company – and so many businesses skip this! I always check this out to find out more info about the exhibitors and if there’s nothing there, I may just walk by your booth.
Plus, there may be email blasts, banner ads, and more you can take advantage of.

What other Tools do you use to increase your Traffic? CONTACT ME!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

180 - Big Business Marketing Tactics for Niche businesses - with Micaela S. Benn

Jim Cermak — Mon, 17 Oct 2022 01:00:00 -0400

Can Niche or Micro-Niche businesses thrive at Trade Shows? This guest brings tons of big business marketing experience and gives the tips and tactics niche businesses can use to have huge success!

Micaela S. Benn publishes children's books for kids ages 3-8 that center on relationship dynamics between family members. (Now THAT's Niche!) Her books are supported by enrichment resources to promote early childhood literacy, social development and emotional learning. She’s also a marketing coach and hosts The Children's Book Marketing Podcast.

We Discuss:

How to apply big business event marketing tactics to suit audiences that support small business owners
Pre-marketing prep for locating the right events
Anticipating opportunities for following up with customers that did & didn't buy.
How can you afford to pay for vendor events when you're a small business?
How do you decide on the right events for vending?
What strategies have you applied in your small business that you learned managing larger scale events in the corporate world?

Micaela's Top Takeaways:

The importance of selecting events based on where you audience will show up
How to make the most of vending on a small budget

Connect with Micaela S. Benn:

Instagram - @micaelasbenn
Website - childrensbookmarketing.co (not dot com)

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

179 - PRO TIP 4 - Think Like an Exhibitor!

Jim Cermak — Mon, 10 Oct 2022 01:00:00 -0400

Welcome to PRO TIP #4! Show Planners and Associations, this is directed at you!

PRO TIP #4 is to Think Like an Exhibitor.

If you want more successful shows going forward, growing shows, higher renewal rates, then you need to get into the minds of your exhibitors to best serve them.

Many exhibitors, especially the smaller ones, have trade show coordinators who are wearing many hats. They are swimming in stuff to do. And then they get a confusing prospectus.
Make it simple. From signing up to ordering services to getting their questions answered.
Talk to your exhibitors. Why do they exhibit at your show? What are their goals? What are they looking to get? Really listen to them!
This is for smaller shows – don’t have show floor expo hours and breakout sessions that overlap. What that leaves is a ton of exhibitors looking at each other wondering where everyone went. Shut down the expo for a couple of hours while the breakouts are going on. That will allow exhibitors to attend the breakouts as well!
One thing exhibitors love to do is network – but often don’t have the opportunity to do it. So plan a time for networking or speed dating for the exhibitors! Show them some love or added value.
Don’t just throw a prospectus at your exhibitor and say call or email with questions. Many don’t even know what questions to ask. Make resources available for those who need them. Or even have a live zoom Q&A session so everyone is on the same page and get a chance to be heard.
So give them access to resources. Invite in professionals to hold webinars, do group coaching, or even offer one-on-one coaching. If they have a better show, they’ll renew, get a bigger booth, or become a sponsor.

I get it – you have a million things on your plate and a thin staff to get everything done. You don’t have time to handhold your exhibitors. Here’s the deal – you’ll get happier exhibitors and a better bottom line if you do.

Remember this – your exhibitors pay for the show to happen. They deserve your best, and you’ll have them renewing at higher rates than ever!

-------------

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Mentioned in this episode:

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178 - Web3, NFTs & Community Building are the Future - with Rachel B. Lee

Jim Cermak — Mon, 03 Oct 2022 01:00:00 -0400

We're talking about the Future of Events today. Listen closely to this conversation as we unpack the hottest trends - Web3, NFT's and Community Building - and what they mean for your Trade Shows.

Rachel B. Lee is a fearless brand marketing #ladyboss.   Rachel achieved over a billion impressions in 2017 as the social lead for Microsoft Inspire and won the speaker excellence award in 2018 for her session on modern selling and LinkedIn. She’s now Co-Owner and CMO of Standout Authority, helping C-Level executives, entrepreneurs, business owners, and working professionals define their personal brand, create influence through content, and build human connections online.

We Discuss:

What is Web3 and what it means for you
How you can use NFT's effectively
Why community building is so critical right now
What are creator coins and why Rachel's company uses them

Rachel's Top Takeaways:

Building a community starts with having a strong personal brand and message
Web3 has many interesting ways to build community and expand your offerings in new ways

About Standout Authority:

We are a digital marketing agency focused on personal branding, content creation and LinkedIn strategy, and provide virtual group coaching and live training through our Web3 community and $SOA Creator Coin. Our business helps c-level execs, entrepreneurs, business owners and working professionals discover their voice, define their personal brand, build influence and grow opportunities through human connections

Connect with Rachel B. Lee:

Website: https://standoutauthority.com/
Email: rachel@standoutauthority.com
LinkedIn: https://www.linkedin.com/in/therachelblee/

Join our Email Newsletter for updates and exclusive access to Tips, Tools and Trainings!

Click Here and Join the Newsletter!

Subscribe at your favorite Podcast Platform!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

177 - Should you have Entertainment at your Off-Site Event? with Michael Green

Jim Cermak — Thu, 29 Sep 2022 01:00:00 -0400

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

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

Episode #8 - Should You have Entertainment at your Off-site Event?

When to have entertainment and when not to
What type of entertainment should you have?
Hear Michael's story about when the entertainers were a COMPLETE FAIL!!
And more!!

Plus...You have GOT to take 2 minutes and see Michael Green's promo video at www.michaelgreen.com

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 Spotify

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

176 - Events & Retreats on Cruise Ships! - with Rita Perez

Jim Cermak — Mon, 26 Sep 2022 01:00:00 -0400

Ever thought of taking your group or event to an exotic location or to sea? Today you have the opportunity to hear from a cruise specialist for groups!

Rita M. Perez is founder of RitaVentures, a travel agency that specializes in cruise ship retreats, because stronger bonds form on the waves. She has been planning group cruises for the past 11 years, and has earned her CTA, VTA, and MCC industry certifications. Having been featured on Work Culture Consultant and the Normal Lies Podcast, she takes care of all the details, so you can focus on loving on connecting with your communities, while traveling the world.

We Discuss:

Why can a retreat on a cruise ship be better for some compared to land venues?
What costs are associated with hosting a retreat on a cruise ship?
What might an onboard event agenda look like?
How groups can connect through travel
The first ever purpose-built cruise ship for meetings, conferences and events - MICE

Rita's Top Tips:

Events on cruise ships are typically more cost-inclusive than event on land venues
Search for a professional travel planner that specializes in onboard events through professional travel associations like ASTA and CLIA.

Her Top Takeaway:

Innovative ideas for alternative venues to host events

Special Free Download!

Cruise Retreat Planning Calendar https://ritaventures.net/calendar

Connect with Rita Perez:

Website: www.ritaventures.net
Email: rita@ritaventures.net
IG: https://www.instagram.com/ritaventures/
LI: https://www.linkedin.com/in/ritaperez19/

Don't Miss an Episode!! Join our Email Newsletter for updates and exclusive access to Tips, Tools and Trainings!

Click Here and Join the Newsletter!

Subscribe at your favorite Podcast Platform!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

175 - PRO Tip 3 - Think Like an Attendee

Jim Cermak — Thu, 22 Sep 2022 01:00:00 -0400

Here's Trade Show PRO Tip #3 - Hey Exhibitors...Want to make more money, better ROI and absolutely crush your goals? Think Like an Attendee!

So many exhibitors get so wrapped up in themselves and talk about their product and try to sell and mention all of the different facts and features, and end up turning off the exact people they are trying to attract!

So think like an attendee…and to start, think to when you have attended a show in the past. What were you looking for?
What kind of interactions did you want to have?
What kind of information did you want to leave with?

Now think about that in regards to your next show. Why are people attending?

I know when I go to shows, many booths that have similar products or services end up all sounding the same because they just tell what they do. I know there’s 8 vendors here with accounting software. I know you all do a great job of helping set up my books and give reporting and blah blah blah.

Tell me how you’re different! Tell me the benefit I’ll get from you that I won’t get from anyone else!

Now you’ll stand apart.

Think about it this way – have you ever said, “If they only knew…”? What is it they need to know that makes you different? NOW TELL THEM!! Be extra blunt with your uniqueness as it will be the main thing that will stand out for attendees, and the main thing they’ll take away.

If at all possible, physically set up your booth exactly how it will be at your next show, or how it was at your last show. Now stop looking at it like you – and look at it like an attendee.

How is your booth, your collateral set up to meet the needs of your attendees? Take time to review all your pieces. Is everything simple and engaging? Are you set up to draw people in or make them walk right past?

If you have a hard time doing this and visualizing without being biased, then invite some customers or prospects in to do it for you. What do they say? May want to do this even if you feel you are being completely unbiased. Could be eye-opening and at very least provide valuable feedback.

So take that feedback and make the changes necessary.

Now the most important – is your team trained to quickly engage and give attendees what they are looking for? Be sure to train your staff for success! I’ll drop the link to Episode 3 - https://tradeshowu.biz/podcast-episodes/episode-003-training-your-booth-staff-for-success/

Lastly, think about your #1 client or your dream client. Why do they do business with you or why would they want to? That may be the same as your uniqueness, or maybe it’s the extra special customer service, or another amazing benefit you offer. Be sure to not keep these things hidden as this is the stuff Attendees want to know!

*** I want to help you make more money at your next show! Book a free 15-minute discovery call to talk over the possibilities! Click Here to get on my Calendar!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

174 - Why Phishing is so Dangerous & How to Protect Your Company - with Brian Scott

Jim Cermak — Mon, 19 Sep 2022 01:00:00 -0400

We've all received Phishing emails. Some are easy to spot, but the bad guys are getting more sophisticated and the emails are looking just like real ones. But is phishing really dangerous? If so, what can we do about it?

Cybersecurity expert and CIO consultant Brian Scott of ClearTone Consulting joins Trade Show University to talk all about Phishing.

We Discuss:

What is Phishing?
Is it really dangerous?
What can companies and associations do to protect themselves?
How can we train our staff to stop Phishing attacks

Get in Touch with Brian Scott:

Web: https://cleartoneconsulting.com/
LinkedIn: https://www.linkedin.com/in/brian-scott-048b195/
Email: brianscott@cleartoneconsulting.com

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173 - Perfect Pairings 7 - How to get people to Show Up to your Networking Dinner

Jim Cermak — Thu, 15 Sep 2022 01:00:00 -0400

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

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

Episode #7 - How to get people to Show Up to your Networking Dinner or After Hours Event

Have a solid marketing and communications strategy for before your event
Have a follow up strategy for those who attended
Send a follow up email to those who DID NOT attend
Make sure all of your stakeholders are on board and committed

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!

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172 - Brand Storytelling to Uplevel Your Events - with Rachel Polin

Jim Cermak — Mon, 12 Sep 2022 01:00:00 -0400

We remember Stories. We remember them better than facts, figures, data and taglines. As you build your brand, are you using stories?

Here to share the power of Brand Storytelling and how it can uplevel your upcoming shows and events is strategic brand, experiential and partnership consultant, Rachel Polin.

With over a decade of diverse experience, Rachel Polin specializes in partnering with clients to create, transform and produce complex programs that highlight her expertise in brand storytelling. Collaborating across multiple industries like technology, automotive and entertainment - Rachel develops and personifies their brand through event marketing, partnerships and innovation.

We Discuss:

Why is brand storytelling instrumental to events?
Where does this development fit into the process?
Why should brand storytelling have an evergreen approach vs specific per event?
How does innovation & partnerships fit into brand storytelling?

Rachel's #1 Top Tip & Takeaway:

Think about the why and the how before the what!

Contact Rachel for help with:

Event, Creative & Marketing Production
Marketing & Brand Strategy
Partnership strategy & management
Innovation

Connect with Rachel Polin:

LinkedIn: https://www.linkedin.com/in/rachelpolin/

Don't Miss an Episode!! Join our Email Newsletter for updates and exclusive access to Tips, Tools and Trainings!

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Mentioned in this episode:

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171 - PRO Tip 2 - Get Your Team Excited for the Possibilities

Jim Cermak — Thu, 08 Sep 2022 01:00:00 -0400

Trade Show PRO Tip #2 – Get your team excited about the possibilities

Trade Show PRO Tips 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

So Get Your Team Excited about the Possibilities at the Show!

If you want to max out your possibilities and goals for the show, then you have to get your team excited about the show.
Convey what it means for the company by sharing the goals for the show and how they fit with the company goals.
Even more so – convey what the show can mean for that person! Are you running a contest at the show for your people? Can the show lead to sales and commissions for them?
Can they possibly meet new connections?
Whatever it is, make sure they are aware!
And if you haven’t considered some sort of reward for your team, do it! Hold a contest based on your goals to get people motivated to be there and go all out!
An excited team will out perform an uninspired team every time!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

170 - PRO Tip 1 - Fill Your Calendar BEFORE the Show

Jim Cermak — Mon, 05 Sep 2022 01:00:00 -0400

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!

169 - Perfect Pairing 6 - Where to Select Your Dinner Location?

Jim Cermak — Thu, 01 Sep 2022 01:00:00 -0400

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:

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168 - Power of Community & Human Connection - with Josh Hotsenpiller

Jim Cermak — Mon, 29 Aug 2022 01:00:00 -0400

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!

167 - Perfect Pairing 5 - Branding Your Company with Food & Wine

Jim Cermak — Thu, 25 Aug 2022 01:00:00 -0400

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:

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166 - The 7 Steps to Exhibition Success - with The Exhibition Guy

Jim Cermak — Mon, 22 Aug 2022 01:00:00 -0400

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

Have a 1-2 page Written Plan - cover Sales AND Marketing
Set 3 Clear Objectives
Pre-Show Marketing - 70% online, 30% offline
Booth Design
Must be Engaging
Selling at Exhibitions is Different
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!

165 - Perfect Pairings 4 - Events, Food & Wine - Booth Talent

Jim Cermak — Thu, 18 Aug 2022 01:00:00 -0400

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!

164 - Return to Revenue using Data Analytics - with Joe Colangelo

Jim Cermak — Mon, 15 Aug 2022 01:00:00 -0400

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:

Your events are generating more meaningful data than ever - enable it to work for you
Analytics is like exercise - a little bit each day goes a long way to overall event health
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!

163 - Perfect Pairings 3 - Events, Food & Wine - Making it Fresh!

Jim Cermak — Thu, 11 Aug 2022 01:00:00 -0400

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 - Making it Fresh!

Attach specific words to your products and services to give your customers and prospects new ways to think about and interact with your brand
Get Creative!
Don't play it safe
Make it Fresh
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!

162 - Combatting Stress & Fatigue at Trade Shows - with Keith Brewer

Jim Cermak — Mon, 08 Aug 2022 01:00:00 -0400

Working Trade Shows and Events can be absolutely stressful and exhausting, even if just one day. So how do you combat the fatigue and stress?

My guest is Keith Brewer, known as The Monk Without the Funk! He helps go-getters that are over 40 learn how to look and feel younger using little-known Eastern and Western methods. And today he is here to discuss How to stay healthy and strong and combat fatigue and stress while working the long hours of trade shows.

Keith was born with spinal issues such that Western physicians assured him he would be paralyzed by the age of 13. His mom said it was up to me to prove them wrong. Thanks to the art of qigong (a self-healing meditational art from Ancient China), I'm still mobile and active and finishing a doctorate in acupuncture.

We Discuss:

What kind of things could a trade show worker do to keep themselves fit on the road?
How would you approach nutrition for someone who is on the road a lot?
How would you address fitness from someone who has to stand a lot?
How can you combat the stress and fatigue of long work hours?

Keith's Top Tips:

Always keep a positive mindset
Use simple meditational breathing exercises, which can also help in every day life, to stay healthy and fight fatigue and stress
Stay hydrated!

Keith's #1 Takeaway:

No matter what you do in life, there is a way to stay healthy, fit and stress free

Help is Available!

I am always glad to provide customized workout/health/nutrition plans and teach people how to combat stress and regain their energy

Contact Keith Brewer:

Email: keith@monkwithoutthefunk.com
LinkedIn: https://www.linkedin.com/in/monkwithoutthefunk

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

161 - Perfect Pairings 2 - Events, Food & Wine - The Great Escape!

Jim Cermak — Thu, 04 Aug 2022 01:00:00 -0400

Welcome to the new series of 5-minute podcast episodes called...

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

Today's Topic - The Great Escape!

After a long day on the trade show floor, don't let your team, your customers, or your best prospects settle for a lackluster dinner, or to just head back to their hotel room
Plan an after-hours Escape!
A memorable event that takes people away to another place
Michael shares 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!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

160 - Perfect Pairings 1- Events, Food & Wine - Reeling them In!

Jim Cermak — Mon, 01 Aug 2022 01:00:00 -0400

Welcome to the new series of 5-minute podcast episodes called...

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

Today's Topic - Reeling them In!

How to effectively use Food and Beverages to draw people into your trade show booth
Michael shares 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!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

159 - Why Data Standards for Digital Events - with Glenn Hansen

Jim Cermak — Mon, 25 Jul 2022 01:00:00 -0400

Data and Reporting Standards for digital events have been needed and missing for many years, and the shift to digital since the beginning of the pandemic made it even more necessary! My guest is one of the leaders to get these standards in place.

Why are they important and what do you need to know about them? Listen in to the entire episode and Share it!

Glenn Hansen is CEO of BPA Worldwide. His team has worked extensively with governmental, media and event industry organizations globally establishing world-class verification standards. Under Glenn's leadership, BPA pioneered trade show attendance auditing in China and expanded its global presence. In 2012 BPA began certifying the event industry to EIC's Sustainable Event Standards and ISO 20121. Now Glenn facilitated a working group creating the data standard for digital events called RSDE, Reporting Standards for Digital Events.

We Dive into the topic of Data standards for digital events and Discuss:

With COVID and the rush to digital there were unintended consequences. What did you see in that regard?
What were the circumstances that led you and BPA to think deeper about “standards” for digital event data?
What are the phases that are being rolled out?
What is RSDE made up of?
How will organizers know how to ask for it from their digital event platform?
How does RSDE benefit DEPs? What’s in it for them?
What role does BPA play in RSDE initiative and why?
What can organizers and exhibitors/sponsors do to push this initiative forward?

Glenn's Top Tips:

Obtaining the right digital event data, in accordance with RSDE, is only the beginning! Savvy exhibitors and event organizers will review the data available to them in detail.
Then, they’ll utilize it to inform their decisions and gather insights about how to make digital events work (better) for them moving forward.
Whether you’re exhibiting at virtual trade shows or hosting your own corporate events online, you’ll need to know how effective your efforts really are before you can improve upon them.
RSDE (the Reporting Standards for Digital Events) is an industry-created standard that empowers professionals, like you, to make smarter decisions and understand how digital events can work better.

Special Download:

Visit www.rsdeglobal.org to download the standards and users guides and start demanding that digital event platforms are certified to verify they comply with this industry standard.

Get in Touch with Glenn Hansen:

Email: ghansen@bpaww.com
LinkedIn: https://www.linkedin.com/in/glenn-hansen-5084a3/

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

158 - Building an Event Website that Converts Ticket Sales - with Francesca Balit

Jim Cermak — Mon, 18 Jul 2022 01:00:00 -0400

A Trade Show or Event website needs to be way more than a static website if you want to get more Ticket Sales and Registrations. Today we are discussing specific tips, tools and pages to add to your website to max out your registrations and engagement!

Francesca is the Co-Founder & Event Web Specialist at Bbr Web Design & Management and the Podcast Host of The Events Cast. Francesca helps event professionals build and improve their event websites to better market their events and sell more tickets.

We discuss:

Features every event website needs
Common event web mistakes
Why is it so important for you to keep your event website up to date
Small, simple changes to improve your trade show website

Francesca's top tips:

Start by mapping out a user journey for your website
Create a website that speaks directly to your audience and answers to your audiences's questions.
Incorporate your event message in the style, the copy and all the elements of your website

Francesca's Top Takeaways:

Your website should take your visitors on a unique journey/experience. It is possibly, the first experience they will have with your event.
Your event website should be live and relevant all year round.

Get in Touch with Francesca Balit:

Website: https://bbrwebmanagement.com/

Podcast: https://theeventscast.com/

IG: https://www.instagram.com/theeventscast/

LinkedIn: https://www.linkedin.com/company/76527036/admin/

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

157 - 5 More Trade Show Tips NOBODY Tells You!

Jim Cermak — Mon, 11 Jul 2022 01:00:00 -0400

Here's 5 More Trade Show Tips that Nobody tells you! They may be a bit controversial, But when you hear them, they can be complete Game Changers for your next show!

To hear the other 5 Tips Nobody tells you, click here to listen to Ep 118!

(1) Learn how to END a conversation

Yes – you heard me! Learn how to END a conversation.
We’ve all been in those conversations that are going nowhere, or are great but drag on way too long.
You need a quick and polite way to end the conversation so you can start talking with someone else! For every person you engage with, there can be multiple people that walk by your booth never to be seen again.
So come up with a quick statement that wraps up the conversation.
“I don’t want to take away any more of your time from seeing other vendors."
“Did you get the info you needed?” Then set a follow up if necessary.
“I love where this is going. Or This seems to be a great fit, don’t you agree? Let’s continue the conversation at dinner. Or Next week.”
Then teach it to your team! Time is money especially at a trade show!

(2) Assign each person of your team specific things to do

So many people quote-unquote know how to work a show. But when you get to the show, it seems like everyone is doing the exact same thing – they show up and wait for people to come to them. And when there’s down time, they check their phone, talk with other co-workers, or even disappear.
You are there to work the show – not do day job stuff!
Give them something specific to do!
Have one or two people responsible for engaging attendees, and then others that are there to answer indepth questions or give demos.
Have someone responsible for replenishing the literature and giveaways and making them look good. Have someone go around the show and snap pics of competitive booths. There’s a ton of things you can do! If you need ideas, email me at jim@tradeshowu.biz and we can set up a call.
When you are rocking and rolling, you can have an amazing flow going on in your booth with each person doing their job. IF you strategize ahead of time!

(3) There’s some items you shouldn’t rent

Don’t mean to upset the furniture rental people out there, but there are just some things you shouldn’t rent.
Look I’m cheap! I like keeping money, so keep that in mind.
Chairs for your booth staff (NEVER).
If you have a booth large enough to have a meeting space, then you can have chairs.
Table
Trash can
Vacuum service
TV/Monitors
Unless these items are part of an overall look that you will be investing in one time, better to purchase!

(4) Make strategic connections BEFORE the show

You can start the show cold and hope you make great connections with people at your target companies OR you can start making those connections ahead of time and have a full calendar with those dream contacts!
Use LinkedIn or other social sites
Check the show site or registration list
Pick up the phone!

(5) Have a specific plan for the slow times

There are times it’s going to be slow. But we never plan for it. We just sit there and complain!
There are a ton of things you can do when it’s slow and have these planned out and discussed with your team.
Everyone should have list of customers or booths to visit
Competitive research
Networking
Talk with the show organizers
Start packing up some things – NOT TEARING DOWN!
Brainstorm with your team the things you each can do when its slow so when that time happens – and it will happen – you can spring into action!

Which are your favorites? Send me an email jim@tradeshowu.biz! Would love to hear from you.

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Mentioned in this episode:

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156 - Winning at Change and Transition in Your Career - with Gary Wilkin

Jim Cermak — Mon, 04 Jul 2022 01:00:00 -0400

We all face times of change and transition - perhaps especially to retirement. What does that look like and how do we best prepare?

Gary Wilkin is a Licensed Ziglar Coaching System Professional who combines his 40+ years in corporate America with the Ziglar philosophy to guide seasoned professionals through the transition from corporate careers to what's next in their lives.

We Discuss:

The keys to transitioning from our careers to 'post-corporate' life
Retirement, self-employment, or volunteering
Determining what you really want to become and why
A simple step-by-step approach to getting started
What is Loss of Identity?

Gary's Top Tips:

Understand the power of choice - consciously choosing what you want to be, do, and have allows you to craft a life of meaning and purpose
To transform your life you need 3 things:
1. Desire - a clear vision of what you want to become
2. Hope - the belief that becoming that person will give your life meaning and purpose
3. Grit - Identifying and working relentlessly to develop the skills, knowledge, attitude and habits to become the person you desire

Gary's TWO Special Offers!

Free 20-minute call to discover how you can create more "I want to" moments in your life.
Sign up for free 'Stronger Action Guide' to help you create a victory mindset and take action even during the toughest times
Both available at www.MyRetirementMission.com

Get in Touch with Gary Wilkin:

Web: www.myretirementmission.com

Email: gary@myretirementmission.com

LinkedIn: https://www.linkedin.com/in/garywilkin/

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

155 - Social Audio is the Future! - with G. Mick Smith

Jim Cermak — Mon, 27 Jun 2022 01:00:00 -0400

What is Social Audio, and can it really be the Future of the Internet? Today's guest seems to think so!

G. Mick Smith, PhD is a digital marketer, executive, voice actor, recovering academic, and the host of the Doctor of Digital podcast. Mick currently resides far from the madding crowd in sunny California enjoying his parent's first new car, a 1957 Buick Special, hiking, music, reading, and writing.

We Discuss:

What is Social Audio?
How can businesses benefit from social audio?
Should companies consider podcasting?
What resources are available?

Mick's Top Tips:

If listeners have never consider podcasting before now is the time for producers, planners, sponsors, and exhibitors should consider.
Social Audio is the future of the internet, and podcasting is key to the growth

Special Offer from Mick Smith:

Complimentary website analysis vs. competitors

Get in touch with Mick!

mick.smith@wsiworld.com
619.389.3636
mick_wsi_world & burningamerica on IG

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154 - Transformative Power of H2H Interaction - with Tim Simpson & Danny Hardman

Jim Cermak — Mon, 20 Jun 2022 01:00:00 -0400

We've all heard about B2B and B2C, but how about H2H - Human-to-Human? H2H is the future of our events and Trade Shows and will be transformative in our events and our organizations.

On the Trade Show University podcast to discuss this important topic is Tim Simpson, Brand & Engagement Chief Strategist of The Design Studio at Maritz Global Events, and Danny Hardman, Director of Business Development with PRG - Production Resource Group.

We Discuss:

What common themes are you seeing/hearing right now with the variety of clients you are working with?
Why Human-to-Human? What does that mean?
Are you bullish on the future of events, trade shows, gatherings, etc?

Tim & Danny's Top Tips:

1. Exhibitors - New methods and thinking needed to meet audiences where THEY are.

2. Planners - Opportunity to unlock the inner data geek - grow an addiction to people insights

3. Time to start delivering our audiences the VALUE THEY SEEK not just what serves our own needs

Top Takeaways:

1. Experience design is dead. The future is guiding transformation

2. We need to do better at understanding the people we are designing for.

Connect with Tim & Danny:

Email: timothy.simpson@maritz.com, danny.hardman@prg.com

LinkedIn:

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Ep 153 - Using Brand Ambassadors to Max your Leads & ROI - Al Schuster & Stephanie Crawford

Jim Cermak — Mon, 13 Jun 2022 01:00:00 -0400

Adding just ONE person to your booth staff can possibly double or Max Out the number of leads you get at your next show! That person is a trained Brand Ambassador.

To educate us all about Brand Ambassadors are Al Schuster and Stephanie Crawford of Polaris Brand Promotions, a nationwide promotional staffing agency. Al is President of Polaris, and Stephanie is the Client Relations Manager. Together they bring decades of staffing industry experience.

Today we are discussing The benefits of utilizing Brand Ambassadors for trade show booth staffing.

We Discuss:

- What services do Brand Ambassadors bring to trade show and convention exhibitors?

- What should exhibitors look for (skills, experience & personality) from brand ambassador talent?

- How can a company benefit from utilizing brand ambassadors at their trade show or convention booth?

- What questions should Exhibitors ask to find the right Brand Ambassador for them?

Al & Stephanie's Top Tips:

- Hiring brand ambassador talent will save you time and money over recruiting, interviewing, hiring and training yourself.

- You’ll miss 90% of your attendee leads if you engage in long conversations instead of focusing on lead gathering.

- Create an EXPERIENCE for consumers that’s branded to, well… your brand! Don’t just do a business card drop or use cheap branded promo items.

- Looks are important, but what’s more important is having enthusiastic hustlers who engage with attendees.

Top Takeaways!

- The money you invest in hiring an experienced brand ambassador will save you thousands on airfare, hotels, meals, ridesharing and the time that your employees will lose being away from their day-to-day jobs.

- Create a compelling experience to gather as many leads as possible at the trade show or convention.

Get in Touch with Al & Stephanie:

Website: www.PolarisBrandPromotions.com

LinkedIn: https://www.linkedin.com/in/aschuster4379/

https://www.linkedin.com/in/stephanie-crawford-4b427858/

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!

Ep 152 - Cyber Security & Privacy for Events & Associations - with Brian Scott

Jim Cermak — Mon, 06 Jun 2022 01:00:00 -0400

With the amount of data now available at our Trade Shows, Conferences and Events - both in-person and virtual - companies of all sizes have huge opportunities to know more about their customers, trends and more. And with all of this data also comes security and privacy risks.

Today's guest, Brian Scott of ClearTone Consulting, is here to discuss the opportunities and risks for Associations and at our shows.

Brian provides expert CIO services based on a technology career spanning 35 years with the last 20 at the CXO level. He specializes in software development, networking, cyber security, cloud services, data architecture, system integration, IT strategy, and team development. He has 21 years of experience within the exhibitions and trade association markets, is a patent holder in event technology, and a current board director for the International Association of Exhibitions and Events as well as the Center for Exhibitions Industry Research.

We Discuss...

What are some of the basic mistakes you see associations doing?
How can execs know more easily what they should be doing for security?
Are associations really a hacker target?
Why is cyber security incidents still growing around the world?
And more!

Brian Scott's Top Tips:

Get a 3rd party security and privacy assessment! (Turn on the lights!)
Make cybersecurity an organizational issue, not an IT issue.
Understand your risk situation.
Utilize the experts.

Get in Touch with Brian Scott:

www.cleartoneconsulting.com

brianscott@cleartoneconsulting.com

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

8 More Tips for Stress Free Travel at Your Events & Getting Back

Jim Cermak — Mon, 30 May 2022 01:00:00 -0400

Here are 8 MORE Trade Show Travel Tips that will reduce your Stress Once you have Arrived at your Event!

Don't miss Episode 144 - 17 Tips for Stress Free Travel to Your Event

1. Get organized the first night. Put stuff where you want it, do all ironing, set yourself up for efficiency

2. Go to the Grocery store. Save money on meals AND can eat healthier!

3. Try to keep your regular routines. Go to bed and wake up at usual times, eat similarly

4. If you forgot something, call the front desk first before panicking or spending time trying to find a nearby store. Often the hotel gives amenities for free.

5. Think of everything you may need to conduct business and bring it with you to the show. Put in your backpack or tote. So many times people forget business cards back in their room, or even laptop or phone chargers. Plan ahead and use a checklist!

6. At the end of a show, if you are heading right from the venue to the airport, know that a lot of other people are probably going to be doing the same thing. Plan ahead for your ride especially if you have a tight time window to catch your flight! I have seen wait for over an hour for a ride when its super busy. So plan ahead, or consider sharing rides with others as well.

7. If renting a car, don’t wait to refill the tank when you get back to airport. Often the gas prices are the highest, plus can be very busy. Fill up further out.

8. When checking out of your hotel, put lights on throughout your room. Then go area by area to check that you didn’t forget anything. When the area is clear, turn the light off in that spot.

And when heading home, many of the same travel tips I shared in Episode 144 apply when you get to the airport, so be sure to take a few minutes and check out that episode here - Episode 144 - 17 Tips for Stress-free Travel

That’s it! What tips do you have? Please share them with me and I will share

them with the audience on social.

Connect with me on linkedin or send me an email to jim@tradeshowu.biz

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

BONUS - Event to Know - The Invisible Industry Tour from NTSA - with Laura Palker

Jim Cermak — Thu, 26 May 2022 01:00:00 -0400

Learn all about an important event - or series of events - for the survival and growth of the Trade Show Industry, and the millions of individuals involved!

The Invisible Industry Tour is produced by the National Trade Show Alliance and President Laura Palker. Laura joins host Jim Cermak to explain...

What is the Invisible Industry Tour
Where did the name come from
Why the Tour is so important
How You can get involved
And much more!

To learn more or get involved:

Email: laura@nationaltradeshowalliance.org
Web: nationaltradeshowalliance.org
LinkedIn: https://www.linkedin.com/in/laurapalker/
https://www.linkedin.com/groups/12543024/

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 150 - Sustainability in the Trade Show Industry - with Al Mercuro

Jim Cermak — Mon, 23 May 2022 01:00:00 -0400

Sustainability and going Green is such an important topic for the Trade Show and Events industry. What does it mean, how can you do it, and what options do you have as an exhibitor?

My guest, Al Mercuro, is the Senior Account Director with Genesis Exhibits, and has done everything from being a lighting tech, to produce concerts, to designing displays for use in the Olympics and the Super Bowl! Plus Al is super involved throughout the industry with many associations and organizations including the National Trade Show Alliance (NTSA).

We Discuss sustainability in the industry, how companies can stay "Green" with their exhibits, and so much more. Check out the episode, and then please share it with others!

Get in touch with Al Mercuro:

Email: amercuro@exhibitsbygenesis.com

LinkedIn: https://www.linkedin.com/in/al-mercuro-4929645/

Web: https://exhibitsbygenesis.com/

NTSA: https://nationaltradeshowalliance.org/

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 149 - The Excitement of Game Shows in Your Booth - with Matthew King

Jim Cermak — Mon, 16 May 2022 01:00:00 -0400

Game Shows are as popular today as they have ever been, and there are even entire networks dedicated to game shows! Their excitement and energy keep us coming back for more.

How about bringing that kind of energy and excitement to YOUR trade show booth? To discuss the possibilities with me is Matthew King, founder of Game Show America!

Matthew King started Game Show America back in 1996. For the past 26 years, he's been producing events all over the globe. And during Covid, significant changes were made to keep the business running, and that's what brings us here today.

We Discuss using elements of Game Shows and Casinos to Draw Attention to your Trade Show Booth.

Matthew's Top Tips:

Define your vision of what you want the experience to be (size, level of interaction, type of items to want to give away, is it data gathering, is it hosted or self-run, etc.)
Make sure what you do fits with and enhances your branding
Build your booth around the interaction. Keep it simple. Have fun with it!

Matthew's SPECIAL OFFER:

For Trade Show U listeners, we're offering a 10% discount, even if you listen to this a year from now. Our goal is to help you be the best booth at the show.

Get in Touch with Matthew and Game Show America:

www.gameshowamerica.com
719-257-8366
play@gsapro.com
They're on Facebook, Instagram, LinkedIn, and YouTube

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 148 - Simplify the Pre-Event Experience - with Adam Jones

Jim Cermak — Mon, 09 May 2022 01:00:00 -0400

Trade Shows can be a whirlwind of a million moving parts - and that's just once the show starts! The pre-event work leading up to it adds many extra layers of stress and complexity. Our guest today - Adam Jones of FFAIR - is here to help us simplify!

A highly respected and multi-award-winning event professional, Adam has been at the forefront of innovation in the sector since 2003, providing cutting edge event technology through his company Showplans, as Director Digital Products at Freeman and CEO of ops-tech leader, FFAIR.

We discuss:

How to Focus on simplifying the pre-show experience for your exhibitors
Creating the experience of a partnership with your event
How to make sure exhibitors will turn up to the show already having had a great experience
And so much more

Adam's Top Takeaways:

Put yourself through your pre-show exhibitor journey.
Give priority to simplifying the exhibitor pre-show processes over your own.

Get in Touch with Adam Jones!

Website: ffair.io
Email: hello@ffair.io
Book a demo: https://www.ffair.io/book-a-demo

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 147 - Selecting & Training the Right Staff for Your Booth - with Lee Ali

Jim Cermak — Mon, 02 May 2022 01:00:00 -0400

Having the right people staffing your booth and your event is great and the important first step in having a successful Trade Show or Event. And having them trained the Right Way so you optimize Attendee Engagement is the true key to maximizing your potential!

The expert joining the podcast to discuss is Lee Ali - the Managing Director and founder of Expo Stars Interactive, a global exhibition engagement company based in Manchester, UK. Lee is also an international speaker, business coach, mentor, sales strategist and a qualified iMA practitioner. He is widely regarded as the leading go-to source for attendee engagement and lead generation strategies for global tradeshow exhibitions.

We Discuss:

Why is it important to select the right booth staff?
What personal qualities would you look for?
Why is it important to know your target audience?
What are the key job roles in the booth and how do they differentiate?
Why does this matter when it comes to selecting people?
And Much More!!

Lee's Top Tips:

Know your target audience
Identify what key job roles and key tasks are needed in your booth
Have a staff selection process
Set activities and expectations
Motivate and reward your team
People buy people, so start the exhibiting process by selecting your team first before everything else

Special Offer from Expo Stars:

Ebook - How to Manage and Motivate Your Booth Staff on-site.

Get in touch with Lee Ali:

LinkedIn - leeali5
www.expostars.com
lee@expostars.com

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 146 - Planning & Maxing Out Your Event ROI with Coaching - with Rob Wentz

Jim Cermak — Mon, 25 Apr 2022 03:00:00 -0400

Why is planning so important to the success of our businesses, trade shows and events? And can a Coach be the secret weapon to helping Max out your ROI?

To help bring clarity to these important questions is Rob Wentz - a Small Business Strategist & Certified Business Coach who offers professional coaching and mentoring services to business owners and executives inside small-to-medium- sized, privately-held companies with his company 1Direction Strategy.

We Discuss:

Why is it so important to have a written plan, isn't it ok if we have it in our head?
What benefits are there of working with a coach?
Creating Goals and Metrics
Decision Making based on Data

Rob's Top takeaways:

By having a written plan you are more likely to achieve success.
Running a successful business can be very tough, but it doesn't have to be. We make it harder on ourselves because we aren't following a formal plan.

Rob's Offer for Trade Show University listeners:

Free 30 minute Discovery Call to discuss business Vision, Goals & Issues

Get in touch with Rob Wentz of 1Direction Strategy:

Website: www.1dstrategy.com
Email: rob@1dstrategy.com
Phone: 855-262-2413 ext.2
1Direction Strategy - Team Wentz on Facebook, Instagram and LinkedIn

BINGE ON MORE EPISODES of TRADE SHOW U!

Easy to find the Topic you need!
Every Episode sorted by Category
Visit tradeshowu.biz/episodes

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 145 - New Technologies for Trade Show Shipping - with Dave Brown

Jim Cermak — Mon, 18 Apr 2022 01:00:00 -0400

The inclusion of Real Time Visibility technology within the Live Event space has been a game changer for shipping. Exhibitors and Exhibit Houses now have the ability to monitor the conditions of a tracked asset that are critical to our deadline driven industry.

To lead the discussion is Dave Brown, a 31 year Tradeshow industry veteran with 20+ years as a supplier to the trade. Dave has worked at several Exhibit Houses with experience in Sales, Operations, and Executive Management. Dave is now an account executive with Tive, and joined them to provide a solution to some age old problems in the industry....like - where's my crate?

We discuss:

The assets exhibitors and exhibit houses should be tracking
What are the benefits to exhibit houses
Creating a simple criteria as to why, when, and what you will Track
And much more!

Contact Dave Brown:

Email: Dave.brown@tive.com,
Website: Tive.com
LinkedIn: LinkedIn.com/in/1davidsbrown

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 144 - 17 Tips for Stress-Free Travel to Your Events

Jim Cermak — Mon, 11 Apr 2022 03:00:00 -0400

Since many many people travel to trade shows each year, I wanted to share some of my favorite travel tips. I travel a lot and I know that some people only travel once a year to a big show, and some a few times. But even if you’re a travel warrior like me you may get some new stuff to try out.

This is TRAVEL TIPS #1 focused on "getting there" – the planning, the preparing and the journey. TRAVEL TIPS #2 will be tips for once you’re there.

-------------------------

Did you like these Travel Tips? Or do you get value from these podcast episodes?

Please support the work of Trade Show University podcast!

CLICK HERE -->> https://www.buymeacoffee.com/tradeshowu

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1. Get to the airport early – use the 2 hour rule the airlines tell you

2. For carry-on size bags…Check your bag at the gate vs keeping it with you

3. Invest in TSA Precheck

4. When going through security, put your phone and anything in your pockets into your backpack or purse. DO NOT use the little trays to put small items!

5. Get on the loyalty program for all travel partners

6. Make your reservations early!

7. Pack comfortable shoes, and make sure they are broken in!

8. If you’re going to be working to set up your booth, bring some extra grubby clothes

9. Use a checklist!

10. Bring a reusable water bottle

11. Don’t have to sit at your gate the entire time you’re waiting for your plane to board. Find an empty gate or quiet spot where you can sit in a more relaxed and quiet atmosphere.

12. Plan food for longer flights and in your room

13. Bring cash for tips for drivers, hotel housekeeping staff and others who don’t take credit cards

14. Find hotels that have breakfast included

15. Invest in a good neck pillow and noise cancelling headphones

16. Be patient and polite!

17. If driving, get a toll-pass device to minimize time and save money!

WHICH IS YOUR FAVORITE TIP?

Connect with me on LinkedIn and let me know! https://www.linkedin.com/in/jimcermak/

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 143 - You're Using LinkedIn Wrong, so Let's Fix It - with Troy Hipolito

Jim Cermak — Mon, 04 Apr 2022 03:00:00 -0400

Millions of people use LinkedIn for their business. Turns out most are not very effective in building true relationships like they'd like.

To help you fix how you're using LinkedIn - especially for your events and trade shows - is Troy Hipolito, the Not-so-boring LinkedIn Guy! Troy is also the owner of The Troy Agency, a LinkedIn influencer, and the creator of the LinkedIn Accelerator.

In this episode we discuss...

How to use Dating Techniques to build real business relationships
Common mistakes people make
The number of touch-points you need to make with contacts
And so much more!

Connect with Troy Hipolito:

LinkedIn: https://www.linkedin.com/in/troyhipolito/

The Troy Show! - https://www.linkedin.com/events/6836041181235818497/

The Troy Agency - https://www.thetroyagency.com/

Did You Get VALUE from this Episode??

Then how about Buying Me a Coffee!

Visit: https://www.buymeacoffee.com/tradeshowu

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 142 - Trade Show Hacks to Increase ROI - with Don Jalbert

Jim Cermak — Mon, 28 Mar 2022 03:00:00 -0400

One thing Event Planners and Professionals (#eventprofs) would love to get more of is Trade Show Hacks! So today we are bringing the Hacks!

Tradeshow Hacks to Improve ROI

1. Tell people you are going

2. Exhibit with a plan and share the plan

3. Follow up and Speed wins

4. Stand out in a good way

Don's top tips & takeaways:

Follow Up after a tradeshow. Otherwise don't go.
The tradeshow booth is not the primary thing to worry about. Your people are your greatest asset and greatest liability.

FREE Resources from Exhibit Associates:

Visit - https://www.exhibitassociates.com/insider

Contact Don Jalbert:

don@exhibitassociates.com

913-980-4166

SHARE THE VALUE OF THIS PODCAST!

If you enjoyed this show, please go to Apple Podcasts and leave me a review. That would help tremendously in getting the word out and help others to be inspired by Trade Show University.

https://podcasts.apple.com/us/podcast/trade-show-university-for-virtual-live-events/id1489542257

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 141 - Success Story from Major Show - Lessons learned with Steve Waddell

Jim Cermak — Mon, 21 Mar 2022 03:00:00 -0400

Success Stories have lessons learned in them that are important for companies big and small. Proud to have a small start-up manufacturer with an innovative product on to share his success story at a huge industry show with over 70,000 attendees!

Steve Waddell is the President and CEO of Nasoni. Steve's desire to make a bigger impact on people’s lives as well as the environment led him to develop an innovative bathroom faucet that saves water while improving functionality. Tagline is Better for you, better for the planet.

We discuss:

How helpful is having a plan in preparing for this event?
What other tips or tools did you use to prepare?
Many people give out logo'd items, but you didn't go the normal route. What did you find, and did it work?
What were some of the things people found interesting or innovative at your booth?
What else did you incorporate in your booth to attract attention?

Steve's Top Takeaways:

KBIS is the biggest event in our industry and was worth every penny we spent on it. Find the one for your niche and participate! Go all -in, having a 20'X 10' booth was extremely valuable over the 10' X 10' booth we initially reserved.
Make everyone that visits your booth feel good about themselves, it paid off for us in spades.

Special Deal from Nasoni

You can find some of the best deals on award-winning Nasoni fountain faucets on Wayfair! Just type Nasoni in the search bar on Wayfair or Wayfair Canada, and you'll find great deals.

Get in touch with Steve Waddell:

Email: info@nasoni.com

Website: www.nasoni.com

Instagram: nasoniff

LinkedIn: www.linkedin.com/company/10014679

Facebook: https://www.facebook.com/NasoniFF

SHARE THE VALUE OF THIS PODCAST!

If you enjoyed this show, please go to Apple Podcasts and leave me a review. That would help tremendously in getting the word out and help others to be inspired by Trade Show University.

https://podcasts.apple.com/us/podcast/trade-show-university-for-virtual-live-events/id1489542257

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 140 - Google Business Profile Strategies for Events - with Heather Taylor

Jim Cermak — Mon, 14 Mar 2022 03:00:00 -0400

Are you maxxing out your Google Business Profile? Formerly known as Google My Business, your Google Business Profile can be a powerful tool for helping bring visibility to your next Trade Show or Event...as long as you have the right strategy!

Helping shine a light on the potential of Google Business Profiles and share strategies is Heather Taylor. Heather is the Boss Lady and Social Media Chick with GlitterGirl Media, a boutique social media marketing firm in Akron, Ohio that was born out of Heather’s affinity for helping small business owners find new, creative and engaging ways to market their products and/or services to their target audiences via social media.

We discuss:

How important is it to have a Google Business Profile?
How does the listing benefit a business?
How to Claim your Google Business Profile
How to fully optimize your listing
Why you should be active on Google to drive your ranking

Heather's Top Takeaways:

Google Business Profiles can be more important than your website
You can (and should) post on your Google Business Profile just like you do on other social media platforms

Special Offer!!

GlitterGirl Media offers a Google Business Profile Optimization Service for those who could use help to ensure being found easily and quickly

Get in touch with Heather Taylor:

Social Media (Facebook, IG, LinkedIn),
Web: www.glittergirlmedia.com
Email: heather@glittergirlmedia.com

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 139 - Motivational Design is Gamification with a Purpose - with Jeff Campbell

Jim Cermak — Mon, 07 Mar 2022 03:00:00 -0400

You have heard about Gamification, but have you heard about Motivational Design? Motivational Design is like gamification with a purpose - and will take your efforts to the next level!

Joining the podcast to talk all about why you need to consider Motivational Design is Jeff Campbell, the founder and CEO of Incentli. He helps event stakeholders increase ROI using gamification and motivational design strategies.

We discuss:

How to increase event engagement and exhibitor ROI using gamification and motivational design.
How do you define gamification and how are you seeing it being used in the event space?
What is motivational design and how can it help tradeshows?

Jeff's Top Tips:

Event professionals - use gamification and motivational design strategies to increase engagement and ROI for all stakeholders
Sponsors and Exhibitors - become part of the motivational design framework and generate more leads

Jeff's Top Takeaways:

Combining gamification and motivational design will:

1. Increase tradeshow registrations

2. Increase engagement

3. Increase exhibitor and sponsor ROI

*** SPECIAL OFFER!!! ***

10% Incentli discount if you mention you heard about us on this podcast.

Contact Jeff Campbell

jeff@incentli.com

** Check out our EPISODE GUIDE to quickly find the Trade Show U episode you need!

All episodes sorted by Category - visit tradeshowu.biz/episodes

**SHARE THE INSPIRATION!**

If you enjoyed this show, please go to Apple Podcasts and leave me a review. That would help tremendously in getting the word out and help others to be inspired by Trade Show University.

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 138 - Innovative Best Practices for Exhibitors - with Evan Babins

Jim Cermak — Mon, 28 Feb 2022 03:00:00 -0400

Getting the attention of Attendees at Trade Shows, Conferences and Events is tougher than ever. It takes Innovation to stand out from the crowd and make meaningful connections.

Discussing Innovative Best Practices for Exhibitors with me on the podcast today is Evan Babins, Events and Marketing Manager for Klir. Evan has an extensive background in event production and team leading. In his experience, he has had the chance to manage event logistics and technical event production for many world class clients like: Nissan Canada, Equitable Bank, Kia Canada, Novartis, and Bristol-Myers Squibb, to name a few. Evan has worked in both the live, hybrid, and virtual event spaces honing his craft as top tier event industry trendsetter. Evan has been included in both BizBash Top 250 Event Professionals and Special Event Magazine’s Top 20 Young Event Pro’s To Watch lists.

We discuss:

How to keep attendees coming back to your booth
Cool technology options for your booth
Changing your booth during the show
The importance of Conversions and Cadence
Standing out by being different
And so much more!

Evan’s Top Takeaways:

Have an effective Follow-up plan in place and ready to execute
Start planning for the next show right away
Progress forward as an exhibitor
Leave your attendees with Value

Connect with Evan Babins:

Instagram - @evanbabins

LinkedIn - https://www.linkedin.com/in/evanbabins/

** Check out our EPISODE GUIDE to quickly find the Trade Show U episode you need!

All episodes sorted by Category - visit tradeshowu.biz/episodes

**SHARE THE INSPIRATION!**

If you enjoyed this show, please go to Apple Podcasts and leave me a five-star review. That would help tremendously in getting the word out and help others to be inspired by Trade Show University.

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 137 - Industry Trends for 2022 - with Danica Tormohlen of SISO

Jim Cermak — Mon, 21 Feb 2022 03:00:00 -0400

As show planners, organizers and exhibitors, what should we be expecting from the industry in 2022? To discuss this topic and more I am honored to have on the podcast for a second time Danica Tormohlen - the Content Director, Publisher and Editor-in-Chief for the Society of Independent Show Organizers (SISO).

Danica began her career in the trade show industry at EXPO Magazine in 1994, where she eventually served as publisher and editor in chief. After that, she served as editor-at-large for Trade Show Executive for 10 years.

We Discuss:

What's happening at SISO
Trends in the industry
Danica's recent trips to PCMA, PGA Show and Winter Fancy Food Show

Key Takeaways:

Independent show organizers are moving forward with shows in 2022, despite Omicron.
Attendees who are going to shows right now are highly qualified buyers looking for new products and new vendors.
Small and medium-size businesses--the lifeblood of the economy--are ready to get back to face-to-face and they are growing their businesses by exhibiting at trade shows.
The trade show industry is already seeing growth in Q1 2022, and it's expected to be up year over year for most sectors.
The faster that international travel rebounds without restrictions and corporate travel and back-to-the-office strategies are implemented, the faster the trade show industry will grow.

Resources to Check Out:

SISO CEO Summit in March
SISO Summer Leadership Conference in August
Asia CEO Summit in October
If you are an independent show organizer, you will absolutely find value in becoming a SISO member.

Contact and Follow Danica:

Web site: www.siso.org
Email: danica@siso.org
Social: SISO on Facebook, Twitter and LinkedIn
Follow Danica on Twitter @danicatormohlen or LinkedIn

Check Out our Sponsor...

Michael Green Food & Wine Entertainment! www.michaelgreen.com

Michael creates & hosts Wine & Food Experiences that build relationships and drive sales!

From Conferences to Offsites, Michael's high energy presentations are informative, highly entertaining and resonate for Years to come.

Find out why CMO firm Chief Outsiders said…

Michael does much more than develop events – he creates memorable experiences for his clients and their guests. His expertise spanned all elements from planning to execution. What made the events truly special and memorable were Michael’s knowledge, experience, contacts, and flair. He not only made us look good, he ensured we remained relevant in the eyes of our guests throughout the evening.

Go to WWW.MICHAELGREEN.COM to learn more!

**SHARE THE INSPIRATION!**

If you enjoyed this show, please go to Apple Podcasts and leave me a five-star review. That would help tremendously in getting the word out and help others to be inspired by Trade Show University.

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 136 - How to Guarantee Success for Your Show Experience - Lydia Sugarman

Jim Cermak — Mon, 14 Feb 2022 03:00:00 -0400

The experience we have and the experience we put our attendees, exhibitors and sponsors through is more important to our results than ever! In this episode we discuss How to guarantee success for your trade show experience with Lydia Sugarman, founder and CEO of Venntive.

Prior to moving into the online space in 1995, Lydia Sugarman honed her sales skills in diverse verticals, from financial services to travel to entertainment. In the process, she skied the Alps, raced in outlaw bike races in New York, mounted art shows in Moscow and New York, and produced Vin Diesel's first short film. Along the way, she fell in love with email marketing and CRM.

We discuss...

Surprising statistics about trade shows
What should you do to not drop the ball on follow-up?
How planning for a trade show is like planning for battle
And much more!

Lydia's Top Takeaways:

1. Make sure everyone attending knows their responsibilities.

2. Provide training. Selling at a trade show has its own set of rules, strategies, and tactics.

Free Guide from Venntive:

Download Venntive's free guide with tips for a successful trade show experience, "Before The Show - Trade Show Success Tips"

Visit - https://venntive.com/blog/trade-show-success

Get in touch with Lydia Sugarman:

Web: https://venntive.com
Email: lksugarman@venntive.com
Phone: 917.445.8637
LinkedIn: https://linkedin.com/in/lydiasugarman
Twitter: https://twitter.com/venntive

Check Out our Sponsor...

Michael Green Food & Wine Entertainment! www.michaelgreen.com

Michael creates & hosts Wine & Food Experiences that build relationships and drive sales!

From Conferences to Offsites, Michael's high energy presentations are informative, highly entertaining and resonate for Years to come.

Find out why CMO firm Chief Outsiders said…

Michael does much more than develop events – he creates memorable experiences for his clients and their guests. His expertise spanned all elements from planning to execution. What made the events truly special and memorable were Michael’s knowledge, experience, contacts, and flair. He not only made us look good, he ensured we remained relevant in the eyes of our guests throughout the evening.

Go to WWW.MICHAELGREEN.COM to learn more!

**SHARE THE INSPIRATION!**

If you enjoyed this show, please go to Apple Podcasts and leave me a five-star review. That would help tremendously in getting the word out and help others to be inspired by Trade Show University.

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 135 - The Transformation of Hybrid Events & Sponsorships - with Jen Kerhin

Jim Cermak — Mon, 07 Feb 2022 03:00:00 -0400

Hybrid Events are transforming and growing...and they're the future! Think you know all about them, just think again. Discussing this important topic and giving tremendous insights is Jen Kerhin, CEO of SB Expos and Events.

Jen has more than 20 years of experience working with association tradeshows Jennifer has a certification in exhibition management (CEM), certification in meeting planning, CMP, an MBA from the Johns Hopkins University, and substantial executive-level association experience. She founded SB Expos and Event s to support the mission of associations by increasing their non-dues revenue through exhibits, sponsorships, and advertising.

We discuss...

How are virtual expos working?
What does a hybrid event look like?
How Hybrid events are making a complete Transformation
What new opportunities exist for Sponsors
And much more!

Jen's top takeaways:

Event technology is transforming into integrated platforms that can handle registration, speakers, expo, in-person and virtual speakers, and LMS.
Hybrid expos work best with in-person exhibits and virtual advertising or thought leadership sponsorships.

Contact Jen and SB Expos and Events:

Website - discoversb.com

Email - info@discoversb.com

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 134 - Trade Show Tips & Encouragement for INTROVERTS

Jim Cermak — Mon, 31 Jan 2022 03:00:00 -0400

Introverts (and you know who you are) can find working or attending trade shows, conferences or events to be a bit stressful and overwhelming. Here are 10 Tips and some encouragement for all the Introverts out there to not just survive Trade Shows, but Thrive! And these are for whether you are working a booth or an attendee!

1. Embrace your fear. It’s temporary! It’ll be over soon. I know it can be stressful to talk to new people. Know why you’re there. Make connections. Do demos. Find new qualified leads. Whatever it is, remember it and embrace it!

If you’re an attendee – you have to talk to people. I have been at shows early on where I didn’t want to talk to anyone so just grabbed literature. The problem was when I got back and started reading through the literature I had so many questions! Spent way too much time trying to figure everything out.

2. Be prepared – know your stuff! Having a script or talking points memorized can help you. Have your opening question ready to say to each person to engage them, and then be prepared to answer their questions.

3. Practice Practice Practice!! The more you practice, the more comfortable you will be at having those conversations with attendees. Plus you’ll avoid stumbling over your words and looking not confident.

4. Have Confidence in yourself and your abilities! Especially when practicing, See yourself as someone who brings great value to your company and to the attendees. You have important things to say and people need to hear them!

5. Know that people want to talk to you. Everyone at trade shows is there to get results and make connections. They just don’t know what you have to offer any may not engage with you. That’s your job! And if you’re an attendee, it works the same way. Can’t get the answer to your question if you never ask it!

6. Act your role. Whatever your role is in the company and in the booth, be that person. And if that’s tough for you in a public setting, well, You’ve heard fake it till you make it. Kinda like that.

My good friend and improv coach Roger Miller told a story about his wife who worked at a restaurant and on Friday nights would wear a nametag that said Sassy. And then she transformed her personality to match that name!
What would you put on your nametag to give yourself confidence? Top expert? Market leader? Go to guy? Try it out!

7. Delegate the uncomfortable stuff to others. Put yourself in a position to Win! Know yourself and know the strengths of the staff. Figure out the tasks for the show and assign the tasks to the right people.

I give a simple and super effective tool to get this done that will help you with every trade show going forward in Episode #2 of Trade Show University – Staffing your booth for success - Listen to Episode 002 Here!

8. Incorporate things that get people approaching your booth. Find ways to engage that don’t feel uncomfortable or awkward. Games, giveaways, spinning prize wheels, or even sponsorship opportunities like bingo cards where people have to get a stamp to fill out a card. Do things that will naturally get people stopping at your booth so you don’t have to worry about engaging as much.

9. Figure out what relaxes you. Trade shows can be long and stressful, especially for the introvert who has to be “ON” all day. What do you to take away stress? Think about it! Meditate, work out, go for a nice quiet dinner, grab a beer at a sports bar and watch a game. For me it’s get back to the hotel room, kick off my shoes, put my feet up and read or get on a call with my bride. Whatever it is for you, Make a plan to do that right after you’re done with your day.

10. Attendees – Visit the show floor on the last day or near the end of the day. These are the times of the show when they will be less busy allowing you more one-on-one opportunities. Less crowds! Less chances for stress and anxiety.

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Links to Episodes Mentioned in this Episode:

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SHARE THE INSPIRATION!

If you enjoyed this show, please go to Apple Podcasts and leave me a five-star review. That would help tremendously in getting the word out and help others to be inspired by Trade Show University.

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 133 - Post-Pandemic Events on a Budget - with Maggie Ellison

Jim Cermak — Mon, 24 Jan 2022 03:00:00 -0400

A question facing every event organizer, sponsor and exhibitor is what will trade shows and events look like post-pandemic? And will we be able to survive all the new protocols within our budget? Today we discuss these topics with industry veteran Maggie Ellison!

Maggie Ellison is the Vice President at Creative Marketing Strategies, an experiential engagement agency that has been providing marketing solutions for 40 years. Her previous positions with the Columbus Zoo & Aquarium and Cedar Fair Entertainment were excellent precursors to her role overseeing sponsorship implementation for the Ohio State Fair and the Jazz & Rib Fest and leading creative strategy for hundreds of Fortune 1000 companies.

We discuss...

How have events changed since the start of the pandemic?
What types of events will be successful in a post-pandemic world?
How did the pandemic impact event marketing budgets?
And more!

Maggie's top Take-Aways...

Face-to-face, despite a 2-year hiatus from it, is not going away.
Creative strategies and unique and memorable connections with audiences will continue to be important marketing strategies for event marketers.

Request a "Peace of Mind" Candle at no cost:

Visit: http://www.eventmarketingstrategies.com/peaceofmind/

Connect with Maggie Ellison:

www.eventmarketingstrategies.com
mellison@eventmarketingstrategies.com
Twitter - @marketingmaggs
Instagram - maggieellison24

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You Set your Goals - Now get 9 Tips to Hit Them in 2022!

Listen to Episode 130 of Trade Show University! CLICK HERE TO LISTEN

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Get the BEST Results at your Trade Shows this Year! Visit tradeshowu.biz/roadmap

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 132 - Meetings Mayhem! Behind the Scenes of Successful Events with Terry Matthews-Lombardo

Jim Cermak — Mon, 17 Jan 2022 03:00:00 -0400

At our Trade Shows, Meetings and Events, there are times when things go wrong. VERY wrong! What can seem like Mayhem at the time can turn out to be an innovative success! Proud to have joining the Trade Show University podcast Terry Matthews-Lombardo, author of the new book Meetings Mayhem - Behind the Scenes of Successful Meetings & Events.

Terry is a veteran professional meeting planner with an alter ego of an industry travel writer. As a working planner, her clients include association, corporate and incentive programs of all shapes and sizes, and as a writer I maintain an entertaining industry-focused blog where I muse about lifestyles, travel, and detours.

Terry takes us into her recently published book, Meetings Mayhem!, which is a humorous but factual look at the serious business of making meetings and events happen.

Terry's Top Tips:

In this industry, flexibility is key to survival
Always have a second act
Stay sincere and active in your own network and keep expanding it to new levels
You are the author of your own script in life

Terry's Top Takeaways from the Episode:

Stay open to new opportunities but stay grounded in your roots
It's not the mountains that we conquer but ourselves [Sir Edmund Hillary]
Cut yourself some slack as you have to remember that 100 years from now, All. New. People.

Grab Your Copy of Meetings Mayhem!

Amazon
Barnes & Noble

How to Connect with Terry Matthews Lombardo:

www.terrysworldtravels.com
Email: tml@cfl.rr.com
LinkedIn - terrymatthewslombardo
FB/twitter/Insta @tmlwrites

Get a FREE Tips Guide when you Sign up for the Trade Show U Newsletter!

Visit tradeshowu.biz and sign up on the home page!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 131 - Maximize Exhibitor ROI using Real Time Data with Jon Kazarian

Jim Cermak — Mon, 10 Jan 2022 03:00:00 -0400

More data is available to exhibitors, sponsors and show planners than ever before. Today we discuss how to use real time data to maximize exhibitor ROI.

Jon Kazarian is the Founder and CEO of Accelevents, a leading virtual & hybrid events platform recently recognized as a top 200 fastest-growing private company in America by Inc. 5000. As CEO, Jon is focused on leading the company's vision and helping event organizers and marketing professionals transform their events through innovative technology solutions. Jon actively publishes insights on the events landscape and frequently speaks at industry events.

Find out why Jon believes Organizers who coach their exhibitors on how to make the most of their event tech see a 2.5x increase in repeart sponsorship.

Get in Contact with Jon Kazarian:

info@accelevents.com

@accelevents

https://www.accelevents.com

*** Get 52 Top Trade Show Tips! ***

Visit tradeshowu.biz and sign up for the weekly newsletter right on the home page!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 130 - 9 Tips to help You Hit Your Goals in 2022

Jim Cermak — Mon, 03 Jan 2022 03:00:00 -0400

It’s 2022 and that time when we all create goals for the upcoming year. We are all pretty good at figuring out what we want and what our goals should be. Maybe even easier when our goals are personal.

** FIRST - To Put together and set your Trade Show goals, listen to Episode 1 - Setting Your Trade Show Goals!

** SECOND – Get the Trade Show University Ultimate Goal Setting Workbook - FREE!! Just send me an email to jim@tradeshowu.biz and tell me you want the Goal Setting Workbook. No cost! My gift to you!

9 Tips to help you HIT YOUR GOALS in 2022!!

1. Remember your Why

2. Write down your goals. There’s power in physically writing!

3. Re-read your goals and remind yourself on a regular basis.

4. Set milestones

5. Keep a positive mindset

6. Persevere - never give up!!

7. Stay focused

8. Share with those who will help you achieve the goals, and those who will hold you accountable!

9. Reward yourself - We get what we incentivize!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 129 - Top Tips for Attendees at Trade Shows - with M. Kevin Davis

Jim Cermak — Mon, 27 Dec 2021 03:00:00 -0400

Is there a way Attendees of Trade Shows, Conferences and Expos can get better results and ROI than others? YES!! And even if you are an exhibitor, at some point you may leave your booth and walk the show - at this point YOU are an ATTENDEE!!

Hear this special replay of the interview with Jim Cermak, the host of Trade Show University podcast joins M. Kevin Davis on the Quick Lube Expert podcast!

We discuss tips, tricks and strategies to get the most out of every single show you attend!

Here are the show notes from the original episode...

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James Cermak, host of the Trade Show University Podcast, joins M. Kevin Davis to discuss what you should do to prepare for a trade show or convention like iFLEX, as well as tips to help you make the most of the limited amount of time you have.

Listen and subscribe to the Trade Show University podcast on your favorite podcast platform, or visit www.tradeshowu.biz.

Check out his free “Show Success Road Map” to help you double the results at your next show by visiting: tradeshowu.biz/roadmap

Connect with James Cermak on LinkedIn by visiting: https://www.linkedin.com/in/jimcermak/

-----

To learn more about how Quick Lube Expert can help you, visit: www.quicklubeexpert.com

To learn more about what M. Kevin Davis has to offer, visit: www.mkevindavis.com

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Get a professional review of your exhibit BEFORE your next show! 100% satisfaction guarantee! Send an email to jim@tradeshowu.biz

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 128 - Designing Memorable Trade Show Displays - with Tracey Piechocki

Jim Cermak — Mon, 20 Dec 2021 03:00:00 -0400

It's not enough to have a good looking booth display, as there could be hundreds of good looking displays at your next event. Your booth design needs to be Memorable! To discuss this important topic, I have joining me Tracey Piechocki, the second-generation owner and marketing strategist of Illustrated Designs. Tracey has degrees in marketing and management and over 25 years of experience in design, marketing, trade shows, and strategy for a wide range of clients.

In addition to creating marketing materials, Tracey and her creative team have a passion for designing and fabricating unique interactive displays and larger-than-life product replicas.

In this episode we discuss:

Some of the mistakes businesses make when it comes to their trade show booths
How trade show booths will be changing in this digital age

Tracey's Top Takeaways:

Trade shows should be part of an overall marketing plan and strategy.
A good booth design is so much more than nice graphics.

Get the Free Trade Show Booth Pre-Design Guide:

Click here: https://bit.ly/3cGlrBQ

How to contact Tracey and Illustrated Designs:

Follow Tracey or Illustrated Designs on Linkedin, Facebook, Instagram, and Youtube.

Web: illustrateddesigns.net

Email: tracey@illustrateddesigns.net

Phone: (215) 813-6314

Facebook, Instagram, Linkedin, Youtube

-----------------

Get the Top 52 Tradeshow Tips FREE!

Visit tradeshowu.biz and sign up for the weekly newsletter!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 127 - Build Relationships with Food & Wine Experiences with Michael Green

Jim Cermak — Mon, 13 Dec 2021 03:00:00 -0400

We have so many amazing memories which involve food. You can bring the power of food and wine to create experiences at your events that will build lasting relationships and memories!

To join me and share tips is Michael Green - a food and drink and marketing expert, and creative force behind Michael Green Wine & Food Entertainment. Over his career which spans more than 25 years, Michael has supported companies with experiential marketing solutions to build relationships and drive sales. Michael is based in NYC and travels the world for his work.

In this episode, we discuss How to better leverage the power of food and drink to elevate your next conference.

Michael's Top tips:

Make your booth and ancillary experience stand out.
Use the power of food and drink to build and reinforce your brand.
Leverage the power of food and drink to build relationships and drive sales.
Experiences can resonate for years to come.

Connect with Michael Green:

Website: michaelgreen.com

Email: michael@michaelgreen.com

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 126 - Hybrid Events & Creating Event Communities with Mia Masson of Swapcard

Jim Cermak — Mon, 06 Dec 2021 03:00:00 -0400

One question for exhibitors and show organizers alike is how do I effectively execute a Hybrid event. To help answer this question, I have on Mia Masson, the Content Director at Swapcard, an all-in-one virtual & hybrid event and community platform. Mia lives in Paris and has 4 years of experience in planning and writing about events. She loves to create content and build communities! Mia spends time reading, listening to podcasts and donating to charity organizations in her native South Africa.

We not only discuss hybrid events, but also how and why to build communities - taking event audiences and turn them into year-round communities that engage online 365 days a year and how this hybrid business model can help event brands grow their reach and boost ROI.

We discuss...

1. What's the buzz about hybrid events? Should everyone be jumping on the bandwagon?

2. What's the benefit in embracing a 365-day community model instead of just sticking to the old model of once-a-year meetups and events?

3. Is technology in events a nice-to-have or is it becoming indispensable?

4. Tips for sponsors/exhibitors/sellers to boost their sales at online events and in online communities

Mia's Top Tips:

1. Your event needs an all-in-one technology platform that acts like a partner instead of a supplier

2. You need to extend the lifecycle of the event - keep the platform open for months before and after the event to boost networking

3. Times are still uncertain, so have a plan B and a plan C ready - and always include a technology aspect

Mia's Top Takeaways:

Extending the lifecycle of your event until it turns into a year-round community is the future of events.

Without a virtual element to your events, you'll lose business because times are so uncertain that virtual is the only real constant.

Connect with Mia Masson:

LinkedIn: www.linkedin.com/in/mia-masson

Email: mia@swapcard.com

Twitter: @miamasson1

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 125 - Converting Leads from Events thru your Website - with Toccara Karizma

Jim Cermak — Mon, 29 Nov 2021 03:00:00 -0400

How many businesses are effectively driving trade show attendees - whether in-person or virtual - to their website? Not many! And if you do, how do you maximize the conversion of leads through your site?

Proud to have on the mic with me Toccara Karizma - a digital marketing consultant and business growth strategist to some of the world's top eCommerce brands. She is the CEO of Karizma Marketing, Hawaii's top full-service digital marketing agency dedicated to growing elite eCommerce brands online.

In this episode we are going to dive into the topic of Website Conversion Rate Optimization. We discuss:

What is Website Conversion Rate Optimization and why is it so important?
Some top tips to increase website conversions
Benchmark conversion rates website owners should be shooting for

Toccara's top tips:

1) Adding a popup form that offers value for lead gen

2) Adding a clickable phone number

3) Live chat support

4) Website Speed

5) Mobile-optimized website

6) Quick, easy checkout and payment process

7) Test Free Shipping if you can

8) Trust Badges, Industry Certifications, and Similar

9) Reviews

10) Google My Business

11) Adding a Search Bar

12) Professional Photos and Videos that clearly show location, office, product, and similar

13) Product Demo videos (if needed)

14) "As Seen On"

15) UGC if appropriate

16) Scarcity Offers

17) Simplify choices (for service-based businesses)

18) Research large competitor's websites and what they are doing

Toccara's Big Takeaways from this episode:

Make a commitment to implement at least 2 of the strategies we discuss. They are all designed to be actionable and tactile so your listeners can easily take action on what we discuss. Don't dump money into expensive ads before making sure your website is setup to convert. Otherwise you will just waste a bunch of money. Make sure any ad agency you work with is asking you about your website conversion rates, average order value, current lead gen strategy, and similar.

Special Referral Offer:

If you know someone who may be a good fit for our agency services. You get $1,000 for providing the referral and they get $1,000 off their first month of services. You can learn more at https://www.karizmamarketing.com/refer-a-friend/

Contact Toccara Karizma:

I am Toccara Karizma everywhere (YouTube, Instagram, Facebook, TikTok, Pinterest, and LinkedIn).

Access free marketing content, tips, and trainings at www.toccarakarizma.com

Support Trade Show University!

If you have gotten value from any episodes of Trade Show University, please make a small donation so we can keep the value coming! Visit Buy Me a Coffee @ buymeacoffee.com/tradeshowu

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 124 - Thank You's to the Trade Show Industry & a Request

Jim Cermak — Thu, 25 Nov 2021 03:00:00 -0400

Hi to all my friends in the trade show industry, all the businesses that exhibit at and sponsored trade shows that any person just wide to learn more about these incredible events we call trade show. I suppose conferences and more. I want to welcome you all to a very special Thanksgiving episode of Trade Show University.

Very short episode today. I'm Jim Cermak and in the spirit of Thanksgiving, I just wanted to send out some quick thank you's. But I'm the first I'm going to start off with a request. My request to you is this, I want you to take time today to say thank you to someone who maybe you haven't talked with in a while.

It could be a friend, family member, somebody who impacted you in some way in your life. Maybe they're a good friend. Maybe you admire their work ethic. Maybe. Teacher who made a strong impact on your life? Whoever it could be. Take time to think about something you're thankful for and who it is as responsible for that.

It could be something big can be something little, but something impactful might be something that happened yesterday, or maybe, maybe several years.

Okay. Now, once you figure out that person and that thing that impacted you, pick up the phone, call that person, or maybe go visit them, leave them a voicemail, send them a text, do something to contact that person.

You will never know how you can make someone's day by just reaching out and making a difference. So be sure to do that. That's my request to you. And I hope that you will take me up on that request.

Now I want to send a few quick thank yous in the spirit of Thanksgiving.

First of all, I have to thank the almighty God for creating me in love.

And I wanted to say thank you to Jesus Christ, his son for saving me and the holy spirit for guiding my path every single day.

I need to thank My beautiful bride, Mary Ann for believing in me and my dream, supporting me and supporting this podcast every step of the way. She's just amazing.

For my kids, Jake and Brittany, and my son-in-law Bryan for their constant love and support.

Thank you guys. I always look forward to our family mastermind sessions together where we, we talk business and just get to catch up as a family.

For The trade shows the events, the expos virtual live and hybrid. Thank you for your excitement, your endless opportunities, which initially drew me in and made me such a huge fan.

And for your perseverance during this past year, it has been a struggle for the industry, but coming back strong and together, we will emerge stronger. I am so hopeful for that.

For all of my guests who invested the time to be part of Trade Show University, while sharing their insights, their tips, their expert advice to help all of us have better shows, stronger businesses.

I thank you each and every one of you and for those listening and maybe new listeners go back and check out the amazing library of interviews that we have as I've, I'm just so blessed to have a hat on so many amazing guests, so many amazing.

And lastly, but most importantly, I want to thank all of you, my listeners, the trade show professionals.

And I like to call you the trade show warriors, the people that battle every day to have an amazing event, they made you make this all worthwhile. I appreciate the questions, the suggestions, the comments that you email in the ratings and reviews you leave on apple podcasts, the comments and likes on social.

All means the world to me and why I do it to help make your world better, to help you make your shows better. And of course, a better ROI. So I thank you each and every one of you really from the bottom of my heart, I'm so grateful. So here is wishing you all a blessing, joyous and healthy holiday season for you and your loved ones.

And of course, enjoy Thanksgiving and. I hope you all have an opportunity to feast today, keep listening in because we have so many more fantastic episodes coming up, which I just cannot wait to share with you. And one more time, Happy Thanksgiving. Be sure to take time, recall all you have to be thankful for.

And we will see you next time. Right here on campus at Trade Show University.

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 123 - From Broadway to Event Host & Emcee - with Wendee Lee Curtis

Jim Cermak — Mon, 22 Nov 2021 03:00:00 -0400

A question Show Producers and Organizers wrestle with all the time is...Should we have a Host or Emcee for our Event? To help answer that question is Wendee Lee Curtis, a professional Trade Show and Conference Host and Emcee!

Wendee Lee started her career on Broadway, working up to a leading role in the hit musical, Mamma Mia. From there she took the leap to Network TV anchor, and now working stages around the globe as a successful Event Host and Emcee!

In this interview we discuss...

How to select a good Host or Emcee
Questions to ask a possible Host
Wendee Lee's encounter with Wayne Brady, and how important Improv is
Tips for anyone considering becoming a host
And so much more!

How to Contact Wendee Lee Curtis:

LinkedIn: https://www.linkedin.com/in/wendeeleecurtis/

Ask her about her on-camera coaching course - Competence on Camera!

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Help support the Trade Show University Podcast!

Go to: buymeacoff.ee/tradeshowu

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 122 - Maximize Exhibitor Reach with Virtual Platforms - Erica Bishaf of Campfire Social

Jim Cermak — Mon, 15 Nov 2021 03:00:00 -0400

In today's ever changing event world, it's critical to figure out new ways for exhibitors to reach their target audience. To give tips and advice is Erica Bishaf - the Founder & CEO of CampfireSocial, the first-of-its-kind private social network and commerce platform designed for trade verticals.

Erica is a 20+ year award winning strategy & insights veteran who has worked for consumer packaged goods companies such as Kraft, Nestle, Kimberly-Clark, & MillerCoors and through her consulting business she worked on strategy projects for associations & event organizers including Freeman, GES, the American Library Association, the Audiovisual and Integrated Experience Association (AVIXA), the Radiological Society of North America (RSNA), the National Retail Federation (NRF), and more.

In this episode we discuss:

Generating leads through virtual platforms such as communities, marketplaces, and virtual events
How exhibitors can maximize their reach when on a virtual platform
Tactics to deploy on communities vs. marketplaces vs. virtual events

Erica's Top Takeaways:

Content marketing and relationship building tactics will produce more leads and stickier customers. The modern digital audience is more receptive to slow and steady - building relationships over time.
Digital platform marketing requires strategy and exhibitors/sponsors should be dedicating the time to formulating in order to maximize their investment
Exhibitors should not accept low ROI from their show organizers and should speak up asking for better tools and more support.

Contact Erica Bishaf:

Email: erica.bishaf@campfiresocial.io

Website: https://www.campfiresocial.io/

Phone: 312.350.5270

Don't Miss an Episode!! Subscribe to Trade Show University at your favorite podcast platform like Apple, Google, Spotify, Stitcher, Amazon, Gaana and more!

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Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 121 - Sustainability in Event Planning with Joanna Berens

Jim Cermak — Mon, 08 Nov 2021 03:00:00 -0400

We are discussing Making a Difference at your events today so we can impact events and the environment long term! Proud to discuss Sustainability in Event Planning with Joanna Berens of Joanna Berens Hospitality, and the President, of the Sustainable Events Network, Florida & Caribbean.

Joanna's hospitality and event career spans more than thirty years, working in the DC, New York and Miami markets. After 13 years with Starwood Hotels, Joanna opened her own third-party site selection and logistics company, Joanna Berens Hospitality, Inc. in 2006. Her passion for food waste began in 2016 when she tried to donate leftover food from a conference which lead her to become Zero Food Waste Chair.

Topics discussed in this episode include:

The low-hanging fruit to implement sustainability practices into one's event
What is food rescue and zero food waste?
What are other sustainability initiatives that can be implemented into event or trade show management?
What are the UN Sustainable Development Goals?
How does an event planner or vendor get started in implementing sustainability practices?

Joanna's Top Takeaways:

Sustainability practices in event management are necessary to keep OUR industry sustainable!
Taking steps towards sustainability need not take alot of time; just get started - the rest will follow.
Consider joining SENFC and getting involved! www.senfc.org

Contact Joanna Berens:

LinkedIn: https://www.linkedin.com/in/joannaberens/

Email: senfcmgt@gmail.com

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 120 - Priming Your Audience for Your Message using Play - with Paul Miller & Dawn Daria

Jim Cermak — Mon, 01 Nov 2021 03:00:00 -0400

It's one thing to be branding your business, but if you want effectiveness you have to make sure your audience is ready to take in your message and branding. One powerful method to prime your audience is through Play.

Nobody knows play better than the duo behind Energizing Events - Paul Miller, national touring comedy juggler, and Dawn Daria, award winning author and educator, promote play with a purpose. Whether the goal is mindfulness & wellbeing, an energized audience, or a supercharged sales presentation, their Flop Balls and Floposophy are an ideal tool for engaging and enriching.

Topics we cover during this episode are:

Create a playful experience for audiences to prime them for your pitch/message
Why is play important?
Does it work for all audiences?
How can games and contests be used to bring people back to your booth?

Paul & Daria's Top Tips:

Model and create space for it - if you’re not willing to be vulnerable, authentic, and in the moment - your participants won’t be
Connect the experience to key selling points/call to action - otherwise your creating good energy and buzz around your booth which they may remember, but it won’t lead to sales
Keep your own energy fresh in order to be able to do all of the above - get sleep, eat well, stay hydrated

The top takeaways:

1. Play reduces barriers and opens people up to authentic, emotional connection.

2. We learn by doing - not just listening; how can you engage people in an experience at your booth?

How to Connect with Dawn and Paul:

www.EnergizingEvents.com

dawn@energizingevents.com

Dawn: https://www.linkedin.com/in/dawndaria/

Paul: https://www.linkedin.com/in/justpaul/

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 119 - Power of Digital Acceleration for Your Business - with TechMatch

Jim Cermak — Mon, 25 Oct 2021 03:00:00 -0400

Brian Scott of Cleartone Consulting and Heather Holst-Knudsen of H2K Partners are experts in the technology space in the events industry. Together they have formed TechMatch to help business leaders and associations transform their results.

In this episode we discuss Digital Transformation and Digital Acceleration within the Association/Events Industry.

Some of the topics covered include:

Changes occurring that are driving a need for digital transformation
Technology advances that have effected the industry
The biggest challenge to associations/event organizations
Is Digital Transformation just a technology thing?
How has Covid affected the need for transformation?
Was Covid just a bump in the road and the industry is headed back to it's standard state?
What about customer journeys?

Top 1-2 takeaways you have for the listeners:

If you don't actively engage in a digital acceleration strategy, you risk completely losing relevance in the near future.
There is no time in the future where it will get easier to address.

Special offer from TechMatch:

A free consultation call to review your organization's situation and our process.

How to Contact:

techmatch.co
Brian Scott - brian@techmatch.co
Heather Holst-Knudsen - heather@techmatch.co

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 118 - 5 Trade Show Tips NOBODY Will Tell You!

Jim Cermak — Mon, 18 Oct 2021 03:00:00 -0400

Here's 5 super effective Trade Show Tips that NOBODY is talking about! Some may even ruffle some feathers! Let's get to them, but first...

Be sure to register for the weekly Trade Show University newsletter - go to tradeshowu.biz to sign up!

Also - please leave a Rating and Review on Apple Podcasts!

#1 -- Get the attention of people who are not looking at you

We don’t want to bug people, especially if they’re looking away right?
You need to change that mindset!
Why are you as an exhibitor at the show? To get business!
Why do you think the attendees are at the show? If it’s a B2B show, they are there to do business!
How many times do you think people will walk past your booth? You don’t know!! Assume it’s ONE – one time only.
What if I told you at this show, your biggest customer ever will be there – you just haven’t met them yet. But it’s up to you to find them.
Just say “Excuse me” to get their attention, and then ask them a quick qualifying question. That could be your next client or even your biggest client ever! And if you let them walk by, you may miss them – or even worse, your competitor may get them!

#2 -- Don’t bring ALL your stuff or literature

Keep your booth simple and clean.
You don’t need samples of all your products or literature.
The more options and things you give people to look at they’ll get confused.
Studies have shown that too many choices cause confusion and lead to a higher percent of people not making a choice.
Plus your staff will be more focused as well. They will be able to find what they need and answer questions more quickly.

#3 -- Your booth and everything in it is a crutch

Don’t get me wrong – having a great looking booth and wonderfully designed literature and giveaways are fantastic to have. But they are just gravy on the biscuit like my good friend Jamie Smith from Atlanta says.
But let me ask you – how many awesome looking booths do you see at some of the big shows? A lot! And how many do you stop at because they have an amazing booth? Probably not too many.
What if like in tip #1, someone isn’t looking at your booth when they’re walking by? Or maybe they take a glance and decide they don’t want to stop?
Don’t let them decide based on a split-second of information! They may be passing by the one booth they need to stop at!
Here’s the bottom line – YOU and your staff will be the determining factor of whether or not your show is a success. That’s why I say your booth and everything in it is a crutch. Engaging with people is the key!

#4 -- Take a selfie with attendees

Want more exposure during and after the show? Take a selfie with someone you just had a great conversation with that is qualified. And put it on social media.
Tag them and encourage them to share it as well!
Can get some great posts, new followers, and get a lot of shares!

#5 -- Speed is your secret weapon

Want more leads or demos or sales? Go faster!
It’s like the old sales adage – it’s all a numbers game. You’ll get more results if you do more.
And the best way you can do more is to go faster.
You just finished up a conversation with an attendee. Engage the very next person you see!
Put the power of speed to work! Engage as many people as you can as fast as you can and you will be amazed at the results you can get!
But be professional too! Don’t be so aggressive that you turn people off! Should feel natural.

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 117 - Gamification at Trade Shows for Sponsors & Exhibitors - with Adam Haesler

Jim Cermak — Mon, 11 Oct 2021 03:00:00 -0400

In this episode we discuss how sponsors can use gamification to offer value and pre-qualify an attendee and sponsor match.

After being fired in 2017, Adam Haesler knew he needed to find his core values, like a life compass, which helped him find events! His core values are potential, which means continuous improvement, and community, helping each other pursue a collective potential. Today, Adam is Chief Experience Officer for Engamio, a Gamification company.

We also explore…

What is gamification?
What is the Zeigarnik Effect, and what does it have to do with gamification?
How will gamification help me get more leads?
A framework for using gamification to drive pre-qualified leads to sponsor landing pages
And much more!

Adam’s Top Tips:

Know the outcome you want to accomplish and work your way backward to the gamification, not the other way around.
Use gamification to provide value in the form of learning for attendees that they can use with or without your product or service. Wrap it all in a story to make it an experience!
Make sure the outcome is directly related to the learning the attendee will experience in the gamification.

How to Contact Adam Haesler and Engagio:

Website: engamio.com

Email: ah@engamio.com

Linkedin: https://www.linkedin.com/company/engamio

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 116 - Prepping for a New Event World with Devin Cleary of Bizzabo

Jim Cermak — Mon, 04 Oct 2021 01:00:00 -0400

As a CMO (Chief Marketing Officer) or the head of marketing for your organization, you have to look at trade shows, conferences and live events in a whole new way today thanks to the pandemic. The landscape has clearly changed everything! To help guide the way, I have brought on Devin Cleary, the VP of Global Events at Bizzabo.

Devin is a top-performing event producer and passionate marketing executive with over 16 years’ experience leading the creation and active management of diverse experiential marketing programs for B2B, nonprofit and consumer markets. He holds a proven track record strategizing and executing world class in-person, virtual and hybrid events.

In this episode we discuss...

How can CMOs can prep for this new era of events?
How can event professionals and CMOs best collaborate during this time?
How will in-person sponsorships be a tougher sell than ever before?
How the event marketing landscape has changed over the last 5 to 10 years?

Devin's top takeaways:

Well-designed hybrid events deliver personalized experiences
By adding in virtual elements to in-person events, participants can consume content on their schedule, giving them more agency in their own event experience.

Connect with Devin Cleary of Bizzabo:

Email: devin.c@bizzabo.com

Twitter: https://twitter.com/DevCleary

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 115 - The 100 Percent Rule - Take Your Events to the Next Level

Jim Cermak — Mon, 27 Sep 2021 01:00:00 -0400

Introducing the 100% rule. This is something that can have a huge impact on our Life and our Trade Shows. If you can get your team, and yourself to follow the 100% rule, you will notice a huge improvement in your results. I absolutely guarantee it!

Okay – now let’s talk about the 100% Rule.

This may be a bit controversial. There is no such thing as a balanced life. That is a false ideal.

Anyone who has a newborn knows this. They demand more of your time. It’s just that simple.
And how about when we have to travel to work a trade show? Unless your spouse or partner comes with you, pretty hard to have balance when you’re out of town for a few days.
In marriage, it’s not 50/50. It’s 100/100. Same in family. We have always had the rule of no phones at the dinner table. We’re here together, let’s talk. Let’s find out about each other’s day. Keep communication strong. Be 100% in the moment there with each other.
That’s why I call this the 100% rule. In whatever you’re doing, be in 100%.

For business, our jobs, and of course for Trade Shows you have to have the exact same mindset
So how does the 100% rule play out in our trade shows, conferences and events?
Know why you are there – to build relationships, get leads, write orders – hit your goals!
Be there 100% while the show is going on
Put your phone away
Be active. Engage with attendees.
Go to the networking events, and really network
Play full out! When that show is over, it’s over. The time for creating opportunities is over. You can only follow up with the people you connected with. If you don’t have a big list that lights you up, then that’s on you. You don’t have the opportunity to go back and engage with the attendees who walked right by your booth. You can’t meet that potential client at the networking event because you chose to skip it to go out for a night on the town.

o You want to maximize your results? You want to double your leads? You want to make more money? Live by the 100% rule. Be all in and take advantage of every opportunity you can!

I hope this episode helped! Let me know! Drop me an email or a message on LinkedIn

Connect with host Jim Cermak:

Email: jim@tradeshowu.biz

LinkedIn: https://www.linkedin.com/in/jimcermak/

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 114 - Creating Memorable Experiences with Lynn Edwards

Jim Cermak — Mon, 20 Sep 2021 03:00:00 -0400

With all the exhibits at a trade show, how do people remember your exhibit? Create a memorable experience and you will stand out! To talk about this topic is Lynn Edwards, owner of Proper Planning! Lynn brings over 30 years and a wealth of experience to event management. Lynn and her team provide a comprehensive and efficient method for producing innovative events across the country.

Lynn is experienced in overall event strategy, creative event design, event marketing, sponsorship development, contract negotiations, vendor management and overall meeting production.

Lynn says it is time for Re-imaging Trade Show Experiences!

She answers these powerful questions:

What is the biggest change you expect coming out of Covid for Trade Show experiences?
How has the virtual event impacted in-person events moving forward?
What some new opportunities that will exist as we move into hybrid event?

There is a window here and now to re-image how we do Trade Shows, don't miss it.

Connect with Lynn Edwards:

Email: lynn@properplanningteam.com

Website: https://www.properplanningteam.com/

LinkedIn: https://www.linkedin.com/in/lynn-edwards-20155b4/

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 113 - Marketing 101 for Trade Shows with Bryan Lefelhoc

Jim Cermak — Mon, 13 Sep 2021 03:00:00 -0400

Trade Shows and Events can be a big part of the Marketing mix for a lot of companies. And Marketing plays a HUGE part in the success of your shows! So in this episode, we bring in a lot of Marketing basics you need to consider.

Joining me on the podcast to share in all the Marketing fun is Bryan Lefelhoc, Director of Sales for Spire Marketing, a marketing firm with three locations serving Northern Ohio, in Ashland, Tiffin and Medina. Bryan also hosts the "Dash of Grit" Podcast. Formerly, he was Sales Manager with iHeart/ClearChannel Communications radio.

Some of the topics we cover:

What are mistakes people seem to make at Trade Shows?
What seems to happen at every "successful" trade show?
How can you make a trade show video one that people want to stop and watch?

Bryan's top tips:

Let your current customers know where you'll be
Invite leads to the show with a free drink coupon or something when they get there
Automate your follow up to optimize your lead potential
Don't make your trade show video about you, make it about your customer
Have a follow up plan to last as long as the buying cycle does.
During follow up, educate...don't sell.
Create a video that shows how your product solves your customers problems...not about your company.

Get in touch with Bryan Lefelhoc:

Direct line: 419-496-3525

Email: bryan@spiread.com

Website: www.spiread.com

LinkedIn: https://www.linkedin.com/in/bryan-lefelhoc-965a2532/

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 112 - Champion-level Success by Mastering the Basics

Jim Cermak — Thu, 09 Sep 2021 03:00:00 -0400

Teams win Championships by being better at the Basics than everyone else. And your company can WIN your Trade Show by Mastering the Basics!

If you really focus you and your team on getting back to the basics, you can achieve Champion-level Success!

So what are the Basics of Trade Shows? The basics are the difference makers! It’s not your booth layout or design, your giveaways or anything like that. Those are all important, but may stay the same from show to show.

The basics are all about working the show. Your staff. Moving the needle!

So there’s 5 basics.

1. Determine your Metrics. You have to be measuring the right things! There’s a difference between scanning badges or collecting business cards, and getting qualified leads or writing orders!

2. Set SMART Goals – Specific, Measurable, Achievable, Relevant, Time-based. Go back and listen to Episode 1

BONUS – send me an email with GOALS in the subject line and I’ll send the exclusive Goal Setting Workbook

3. Choosing your booth Staff – Listen to Episode 2 for Exercises for picking the right people to work, and what to do if it’s just you working your booth

4. Training your Staff – Listen to Episode 3 to learn the 12 things to train your staff on! Never assume your team knows how to work a show. They may know all about your company, your products and services, but there are specific things you need to teach them to work the show.

5. Creating your Booth Flow – this is the magic. This is orchestrating the customer journey through your booth. And it works even if you have a table top display and you are working by yourself!

As an attendee, can you think of having a journey through a booth? Probably not. It’s not too common! The booth flow is a difference maker! Listen to Episode 4 to learn all about a booth flow and how it can make the difference for your next show.

If after listening you feel you need more help or guidance, schedule a free 20-min call with me to discuss your show!

Head over to Tradeshowu.biz/roadmap to schedule your call and learn more about this powerful program!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 111 - Why You Need to use a CVB or DMO for your Next Event - Michelle Moore of Experience Kissimmee

Jim Cermak — Mon, 06 Sep 2021 03:00:00 -0400

Convention & Visitors Bureaus (CVB) and Destination Marketing Organizations (DMO) can be a huge asset to your company when planning, exhibiting or sponsoring an event! Joining me on this episode is expert Michelle Moor of Experience Kissimmee!

Michelle Moore is the Sr. Director of Meeting Sales and Services at Experience Kissimmee, the official CVB for Kissimmee, Florida. Michelle is approaching two decades crafting her sales and marketing skills in Central Florida with top brands in the industry from hotels to CVBs. Michelle’s expertise include hotel convention and Travel Industry sales, international marketing, and destination meeting sales and services. Michelle also serves on the MPI Greater Orlando Chapter Board of Directors and volunteers on the Destinations International Convention Sales and Services Committee.

Michelle really dives into and explains the Value of Working with a DMO/CVB (from planner to exhibitor)

Ep 110 - You have a Bad Booth Location! What do you do?

Jim Cermak — Mon, 30 Aug 2021 03:00:00 -0400

Question: What to do if you have a bad booth location?

For anyone who has exhibited at trade shows, expos, conferences or events, you probably have been stuck with a bad booth location at some point. So what do you do? Don't just give up and take what attendance happens to come your way. Take control! Here's many tips and ideas for making the best of the situation!

First – do your best to avoid it! Work with the show if you need guidance on traffic flow, what booths are around you, etc. They will help you pick the best booth available.

Start by talking about things you can do before the show…

Be more out there with your pre-show marketing. More social media, more email blasts, direct mail to your customer and prospect list.
Look into pre-show marketing that the show is offering.
Email blasts, advertising, get the pre-show registration list and send out postcards or bubble mailers.
Get involved in sponsorship/marketing with show that drives people to your booth – Bingo card, scavenger hunt, in-room marketing
Include marketing pieces into the show bags that drive people to your booth! Be blunt and bold!

Here’s some ideas for things you can do at the booth:

Engage the senses! Add elements of sound or lights Spinning prize wheel or even music if it fits your theme
Have food! Barista, popcorn, fresh baked cookies, cotton candy
Run seminars at your booth – if you have enough room to set up some chairs
Bring on a magician – check out episodes with Scott Tokar – Episode 25 and Episode 91
Run a special promo or giveaway
Double back promo to get people to your booth a second time
Be more aggressive in engaging – have that question ready!

Outside the booth. When traffic slows or even at the beginning if it’s a really big show.

o Make

special T-Shirts

o Hand out

postcards in the show directing people to your booth – and have a giveaway,

game or promo to entice

o Walk the

show. If you have a good question,

doesn’t matter where you are!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 109 - Should You Start a Podcast to Build Your Brand? with Mike Morrison

Jim Cermak — Mon, 23 Aug 2021 03:00:00 -0400

Join me in welcoming Mike Morrison, Host of The Don and Mike Show Podcast, a weekly podcast focused on Trade Shows, Events and Experiential Marketing issues in today's world. Mike is also the National Sales Director for WS Displays with over 20 years in Trade Show Display Supply side and five years in the podcast world. He is a Member in EDPA, ESCA, IAEE, EACA and more.

In this episode, we talk about the power of podcasting, starting a podcast, and the benefits of podcasts for your business and brand!

How to Get In Touch with Mike Morrison:

Email: mike@wsdisplay.com,

Podcast email: thedonandmikeshow@gmail.com

Phone: 770.298.0695

Websites: TheDonAndMikeShow.net and ExhibitCityNews.com

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 108 - Can Covid have a Positive Effect for Exhibitors?

Jim Cermak — Mon, 16 Aug 2021 03:00:00 -0400

Hey Exhibitors - this episode is for you! Here's a question to consider...can Covid have a positive effect on upcoming Trade Shows, Expos, Conferences and Events?

I propose the answer is YES!

I know what you’re probably feeling right now. You have committed to an upcoming show, and concerned about attendance. Due to Covid and new variants, there may not be a very strong turnout.

But the show is going on, you did make the commitment and you’re going. Maybe right now you have the mindset that it’s just not going to be very good. I’m going to tell you something that may make you go, Huh? Covid may have an overall positive effect on your next show. Stick with me and by the end you will know how to approach the show so you will be blown away and get results you didn’t think were possible.

This all started with my friend, top podcaster and business coach Christine McAlister (check out her podcast Nobody’s Ever Asked Me That!) Christine said she was just at a trade show and believed Covid was preselecting the audience.

My mind was blown! I started thinking and she’s right! I came up with several ways which Covid can bring significant positives to your show IF you approach with an open mind, have the right plan, and have the right mindset.

PRESELECTING the attendees. Obviously Covid and the variants are having a negative effect on the overall attendance level. But have you ever thought that the people who are attending are the ones who really want and need to be there?

These are people and businesses who said no matter what is going on in the world, we need to be at this show. We depend on this show to find new vendors, make our buys for the year, find new innovative solutions, and so much more.

So this year and at your next show, think Quality over Quantity. It’s possible that instead of sending several people = some of who are there to just attend workshops, or feel its their job to get the freebies – that company is just sending one person. Their top decision maker.

Every person can be a qualified lead! This may actually be the case!

Now let’s talk about the mindset you need to have success.

Attendance will be lower. Expect it. Then when you show up you’re not complaining, but ready. And if it’s better, then bonus!!

Don’t’ be the person who is whining, I knew this was going to be a bad show. Say this is great! Every person is a qualified lead!

And also plan for a slower show! Check out ahead of the show who the exhibitors are and see which ones you want to connect with. Then when the show is slow, get out of your booth and go network!

Take advantage of LinkedIn. Connect with people ahead of the show. Plan dinners, meetings and more. And often the show organizers will have groups on linkedin as well. Jump in there, introduce yourself and your company, and start networking!

Also know when its slow, that gives you opportunities to get into deeper and more meaningful conversations with prospects that usually are reserved when you follow up.

----------------------

Get YOUR Custom Step-by-Step Road Map for your next show!

Go to tradeshowu.biz/roadmap and check it out.

My 30+ years of experience, testing, trial & error, and tweaking are given to you in your Custom Road Map! Wish I had it early in my career!!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 107 - Using Run Sheets & Designing the Perfect Event - with Michelle Nicole McNabb

Jim Cermak — Mon, 09 Aug 2021 03:00:00 -0400

What is an Event Run Sheet, and why is it a Must-Have for running a successful event - whether a planner or exhibitor? Michelle Nicole McNabb, Owner of Emenee Marketing ‘n’ Events, is here to explain! Michelle Nicole serves B2B markets to justify event ROI, get unstuck and ease overwhelm of event production, and execute activation campaigns that align organizer and sponsor intentions that generate measurable event ROI.

5 Phases to Design Your Event Run Sheet:

1. Event Clarity

2. Develop Effective Customer Journey

3. Monetize, Optimize and Justify Event ROI

4. Execute the 6 Foundations

5. Project Management vs. People Management

This framework is ideal for events with a business intention (not social or logistic driven events). I use this framework both sides of the table - if I working with a specific exhibitor/sponsor OR if I'm on the conference level and production side. The framework remains the same - it's the execution that is different.

In addition to finding the right event, consider what format events are best for you. Also, what deliverables align best to showcase your product or service. Example, I have a client that prefers fireside chat, panel, or roundtable discussions. We don't look for opportunities that would require him to facilitate a workshop or instructional driven activity.

Understand the Event Ecosystem and how to align when designing your event campaign: https://youtu.be/D5p78TyDS8I

Repurpose tactics that already work for you and implement into events as a platform

Follow a framework rather than a blueprint. A "blueprint" is designed and CANNOT be tweaked. The slighted alteration can crumble the foundation where as a framework can be repurposed and can swap out what's being showcased. Have a plan, but something that can scale and adapt when necessary.

Get in Touch with Michelle Nicole McNabb:

Email: michelle@marketingNevents.com

Website: www.marketingNevents.com

- Join the Free Masterminds 'n' Events Community (directly on the website)

-----------------------------------------------------------

Do Trade Shows leave you Frustrated or Overwhelmed?

Do you want Better Results from your Event investment?

YOUR Show Success Road Map can be the key to turning things around!

Get CLARITY on setting the Right show Goals
Get a STRATEGY for achieving and exceeding those Goals
Get a step-by-step Road Map customized for Your Business and Your Show!

See if this powerful program is right for you! Email jim@tradeshowu.biz and put ROAD MAP in the Subject line!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 106 - Busting Myths! Forget What You Think You Know about Trade Shows!

Jim Cermak — Mon, 02 Aug 2021 03:00:00 -0400

It's time to BUST some MYTHS!! Forget everything you Think You Know about Trade Shows! There are 8 Common myths and misconceptions which nearly every business has about trade shows that is holding them back and ruining their results!

Believe me – I have been there and held these myths as beliefs. And you may believe one or all of them. But I want to completely bust these apart.

1) Too much work, Overwhelming

I get it. There’s so many details preparing, setting up, and during the show to keep track of. And often the show itself can be frustrating. Things don’t show up. Your staff isn’t there on time. The results are less than you hoped for.
Here’s the thing – if you make the time, plan and delegate properly, you’ll get through it without getting overwhelmed! Make time, plan and delegate!

2) Trade Shows are Tiring

These shows can definitely be exhausting! Long hours on your feet, at times not eating right, and especially a lot of down time and you can be exhausted.
Now what I want you to think about is let’s compare it to having a good workout that kicks your butt. Or a long day of yard work or doing something that is a physical accomplishment. You’re tired but at the end you feel great mentally.
Tell you what you work a show with the right attitude and really work the show so you have activity the entire day – engage with people, walk the show, get info, attend appropriate workshops – and you’ll be tired, but the good kind of tired!

3) Making sure we have the best display pieces, banners, literature and giveaways is the most important

Yes these are definitely important. You want to have great looking stuff with the right messaging and branding. But that stuff is no where near as important as knowing how to engage your audience!
What would you do if your display pieces didn’t show up? We discuss this in great length in Episode 13!
Don’t rely on the stuff – you will have a better show guaranteed!!

4) Getting badge scans or business cards is a good goal

Took me a long time to learn this one. These are not good goals. Period.
If that’s all you come back with is a stack of business cards or have someone at your booth just scanning every badge that comes by, you’re going to be extremely frustrated after the show!

5) My staff are veterans – they know how to work a show. I just need to tell them when to show up.

I have seen some of these “veterans” who really know their stuff when it comes to products and knowledge just stand around on their phone, or leave the booth to take a call, or only talk to someone who comes up to them first.
You have to train each person with how to work a show – how to engage people, how to network with the other booths, and how they are key in helping hit the show goals. Train them on the right stuff.

6) Trade Shows are a huge Expense

They are expensive no doubt. Especcially when you factor in travel, meals, time away from the office, shipping, and all the other costs. It adds up.
Here’s what I want you to do – look at it as an investment! Let’s pick some numbers – if your show costs $10,000 but you close $50,000 in sales, is that an expense? NO! 5x on your money is a great investment and you should be happy to do it every day!

7) All days or hours of the show will be busy

Anyone who has worked their share of shows knows there are down times, especially the last day or last hours of a show. But any show can have slow times.
Here’s what happens – during the slow times, exhibitors just complain and get frustrated. Shoulda known. Always dead the last day of the show. And they just stand around looking at their phones or talking to each other.
Here’s what you need to do – Plan for it!! You know it’s going to be slow at times – and if you didn’t know that – I’m telling you. Just have a plan. Take turns walking the show. Research the other exhibitors ahead of time and put together packets of info for those you want to connect with – then do it. See who can be a vendor or supplier. Go check out your competitors. Take pics. Do research.
Just have a plan so when that down time happens, you make the best of it!

8) It’s a good show or a bad show – I have no control!

I hear this all the time. And its rarely true.
You have control! Want more leads? Engage with more people. Want more sales? Engage with more people! And do it quickly. Don’t chit chat. Engage, qualify, get their info, and then get them out of your booth. It’s that simple.
You are in control. Stop making excuses!!

SPECIAL OFFER!!!! Create YOUR Show Success Road Map!

CLARITY to set the right goals for your company and your show
STRATEGY to hit and exceed those goals
Get a Step-by-Step ROAD MAP to get you rock-solid RESULTS!!

Eliminate the frustration and overwhelm - Get your Road Map!

Email jim@tradeshowu.biz and mention ROAD MAP and get special 50% off intro price!!!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 105 - Helping the whole Industry Bounce Back - the National Trade Show Alliance

Jim Cermak — Mon, 26 Jul 2021 03:00:00 -0400

You are about to meet someone who after 30 years in the trade show industry is dedicating herself to the betterment of the industry she serves. She wants no small vendor or supplier to go under! Laura Palker is the Founder/President of the National Trade Show Alliance, a nonprofit organization formed to shine the light on the many segments of the Conference, Exhibition, Trade Show and Meeting Industry. The Alliance is dedicated to bringing a voice to every worker under its umbrella, as well as providing workforce development, education, and mentoring to industry artisans and professionals and those seeking a new career in the Live Events Industry.

Learn More about the Together Again Expo:

Together Again is coming to a city near you - Discover a Career in the Live Events Industry.

WEB: TogetherAgainExpo.com

Learn More about The National Trade Show Alliance

WEB: www.nationaltradeshowalliance.org
EMAIL: laura@nationaltradeshowalliance.org
PHONE: 888-713-2083
FB: https://www.facebook.com/National-Trade-Show-Alliance-101252725569995
LI: https://www.linkedin.com/groups/12543024/

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 104 - 5 INTEGRITY Habits You Need to WIN at Shows & Events

Jim Cermak — Mon, 19 Jul 2021 03:00:00 -0400

Today we are talking all about integrity. It’s Doing what you say you’re going to do. Acting in a way that inspires trust and confidence. A great trait for business, but how does it apply to trade shows? It definitely has a direct correlation and something that can make or break your next show!

What is integrity?

Definition: the quality of being honest and having strong moral principles
It’s not just talking the talk but walking the walk
It’s living out the Golden rule – treating others like we would like to be treated.

5 Integrity Habits for having a winning show

1. Be on time, or better yet – be early.

2. Tell the truth about your capabilities, the service you provide, the results you get, etc. Don’t stretch the truth. Don’t lie.

3. If you can’t meet their needs, let them know.

4. Keep your booth up until the end of the show.

5. Stay at your booth – don’t abandon your co-workers.

Here’s the biggest takeaway from today – if you or any one of your people operates with a lack of integrity, you can potentially miss opportunities or even lose current customers and you may never even know it. Most will never tell you.

Are you prepared to absolutely rock your Next Show?

I mean completely blow away your goals?

To come back and have a full pipeline?

Just need the right process and the right coach! Together we can help you become the hero of your company and get the most out of your show investment!

Let’s talk together for 20 minutes and I’ll know if I can help you. The call is no charge. Zero risk and everything to gain! Send an email to jim@tradeshowu.biz and mention free call. We will help you win at your next show!

Top 52 Trade Show Tips!

Don’t forget to stop by my website tradeshowu.biz and give your email and you’ll get immediate access to my top 52 trade show tips!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 103 - Keys to Get the Most of Hybrid Events - with Anca Trifan of Treefan Events

Jim Cermak — Mon, 12 Jul 2021 03:00:00 -0400

You have heard that Hybrid Events are our future, but what exactly does that mean? And how do you take advantage of all the benefits of Hybrid Events? Let's ask the expert!

Anca Trifan is the founder and CEO of Treefan Events - is a boutique event planning and production agency that plans, designs and produces live, virtual and hybrid events. She has over 20 years experience and extensive knowledge to help design her clients a perfect and seamless event. Anca is also the host of the Events: Demystified podcast.

We discuss...

The future of events
Benefits of Hybrid events
Timeline to plan a Hybrid Event
What is and isn't a Hybrid event
Hosting a Hybrid event
More!

Get in Touch with Anca Trifan and Treefan Events:

Website: https://treefanevents.com/hybrid-event-services/
Linkedin: https://www.linkedin.com/in/ancatrifan/
Instagram: https://www.instagram.com/treefan_events/
Podcast: https://eventsdemystified.com/

Check out our sponsor - TECHMATCH

Digital acceleration is a customer- and data-centric transformation of an organization’s culture, processes and systems to create new revenue opportunities, improve customer engagement, and enable iterative innovation for the future. So if you're struggling with envisioning your digital future or want to evolve your organization to be able to create new revenue streams, then Visit www.techmatch.co and schedule a time to discuss the possibilities.

Get Top 52 Trade Show Tips - join the Trade Show U Newsletter! tradeshowu.biz

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Ep 102 - 9 Things to NEVER do at your Event Booth!

Jim Cermak — Mon, 05 Jul 2021 01:00:00 -0400

Businesses everywhere are now back to planning for their return to live, in-person trade shows, conferences and events. While this is very exciting, it can also be stressful as it's been a while since many of us have done these.

Before the pandemic shut everything down, I would see exhibitors make so many of the same mistakes over and over at these events. The worst part was that they didn't even know they were hurting themselves! There was no way they were maximizing their opportunities.

I want to help change all that!!

So in this episode of the Trade Show University podcast, I go through the top 9 things to NEVER do at your booth! Some may have you proudly saying, "Well we never do that." But I guarantee you will find a couple where you'll say, "Woah - we do that all the time!"

Top 9 Mistakes:

Be on your phone and ignoring attendees
Get into a long conversation without qualifying the attendee
Eat a meal at the booth
Talking with other booth staff
Leave the booth Empty
Staying in your booth for the entire event

Okay – now these last 3 are when you are out in front of your booth getting ready to engage with attendees walking by. Don’t do these!

Give a simple greeting
Asking any sort of yes/no question that has nothing to do with your company OR doesn’t make the attendee think.
Say nothing or just standing there smiling

Let me know which ones you will STOP doing!

THANKS TO OUR SPONSORS - DesignPod Studio! Visit their Website

Mentioned in this episode:

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Ep 101 - Unique Destination Spotlight - Puerto Rico Convention Center

Jim Cermak — Mon, 28 Jun 2021 03:00:00 -0400

Join this fascinating on-site interview with Jorge Perez, General Manager of the state-of-the-art Puerto Rico Convention Center as we discuss his amazing facility on this tropical island paradise with 500 years of history, culture and tradition!

With a sleek, modern design and 600,000 square feet of total space, PRCC is the largest and most technologically advanced meeting facility in the region. It’s also one of the greenest, with a 20,000-panel solar array and numerous other initiatives focused on sustainability.

More than just a venue, PRCC is the anchor of a fast-growing Convention Center District, with hotels, restaurants, and more. At the forthcoming District San Juan complex — located just across the street from the convention center — your delegates will be able to sip rum at a micro-distillery, dine at a world-class restaurant, and dance the night away to live music at an outdoor stage, with more than 140,000 additional square feet of meeting space.

Visit their website for more information and a virtual tour: https://www.discoverpuertorico.com/meetings/convention-center

Reach out to Jorge Perez and his team to schedule a visit!

Call 787.641.7722

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SPONSORED BY TECHMATCH: Visit Techmatch - Click Here

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Mentioned in this episode:

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100th Episode Celebration! Looking back, Looking forward & Making a Difference

Jim Cermak — Mon, 21 Jun 2021 03:00:00 -0400

Come Join the Party as we Celebrate our 100th Episode! There's special guests, awesome giveaways, powerful tips, and new opportunities to work together and up your results at future trade shows and events!

FREE GIVEAWAYS!! This is Trade Show University so we're going to be giving away BOOKS to help you continue to learn!

Just join our email newsletter at tradeshowu.biz to enter!
If you are already on the list, you're in the drawing!!
More books given away every quarter!

Help us determine future topics!

What topics would you like to hear featured?
Which guests would you like to hear interviewed?
What are your biggest struggles?
LET ME KNOW! Send an email to jim@tradeshowu.biz

I can Coach you and your team!!

Free 20-minute Discovery Call!
Send an email to jim@tradeshowu.biz and put FREE CALL in the subject line!

Special Guests!

Deb Wasylko of Baskets Galore! BasketsGaloreGifts.com
Robin Sacks RobinJSacks.com

Episodes Mentioned in this Episode:

Episode 001 - Goal Setting
Episode 002 - Staffing your Booth
Episode 003 - Training your Booth Staff
Episode 004 - Creating your Booth Flow
Episode 005 - Maintain your Energy at Trade Shows with Registered Dietitian Brittany Liberatore
Episode 013 - Bring the Experience of YOU with Robin Sacks and Angie Pohlman
Episode 097 - My Journey & the 7 Secrets of Trade Show Success

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 099 - Tips on Picking Promo Items Post-Pandemic - with The Promo Guy Swire Ho

Jim Cermak — Mon, 14 Jun 2021 01:00:00 -0400

Live events are back! Should you buy the same promo items you did in the past? What has changed, and what are the best tips?

Proud to have Swire Ho as my guest! Swire is the owner of Garuda Promo, a leading promotional products company. He shares the tips and advice for what to expect and what to do to create a successful strategy for your upcoming virtual and live events!

Born and raised in Hong Kong, Swire immigrated to Los Angeles in 1996. He is a proud Chinese American who speaks Cantonese, Mandarin and English. He trained as a sound engineer, working at recording studios and entertainment agencies before starting his own firm, Hellman Production, Inc, 2003 in Los Angeles. Swire and his team earned a Score award in 2009, for small business success. He decided to sell Hellman Production in 2013 to focus exclusively on the promotional product industry.

Connect with Swire Ho!

👉 Instagram: https://www.instagram.com/garudapromo/

👉 Facebook: http://facebook.com/garudapromo

👉 Website: http://www.garudapromo.com

👉 Twitter: http://twitter.com/Garuda_Swire

👉 Linkedin: https://www.linkedin.com/in/swire-ho-thepromoguy-6b9

Get the Top 52 Trade Show Tips for both Live and Virtual Events - FREE!!

Go to tradeshowu.biz and give your email, and the tips are yours!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 098 - CEMA Expert Panel - Road Back 2 Events - hosted by Caesars Entertainment

Jim Cermak — Mon, 07 Jun 2021 03:00:00 -0400

Bringing you a special episode along with my friends at Caesars Entertainment. This is a rebroadcast of a recent panel discussion held by CEMA – Corporate Event Marketing Association - at the new Caesars Forum.

If you are brand new to Trade Show University and drawn here by the panel discussion, I want to welcome you! Be sure to get over to tradeshowu.biz and sign up for our newsletter – just drop your email right on the home page. You will find out what other great episodes are coming up, plus links to go back and binge on other episodes filled with tips and advice to help businesses, show planners and associations move the needle! Plus I’ll send you the Top 52 Trade show tips for virtual, live and hybrid events. Absolutely free. Tradeshowu.biz

If you are a business wondering what live events are going to be like, or maybe what a true successful hybrid event is like, then you are in the right place!

The discussion, moderated by CEMA’s Executive Director, Kimberley Gishler, is titled Back to Live Events and features 4 industry leaders who give their perspectives on what the road back to live events looks like. And one of the speakers, Mary Allen, is the event manager for the first large conference held at Caesars Forum back in mid-April called the Trauma, Critical Care & Acute Surgery Conference. She shares her experience on what it was like to hold a large hybrid conference. No whether you are an exhibitor, sponsor, association or show organizer, you do not want to miss this!

Along with Mary Allen, the other people on this panel are:

· Rachel Andrews, Director of Meetings & Events, Marketing, Cvent, will be taking us on her journey through planning a 2,000-attendee event amidst the ongoing pandemic uncertainty.

· And Caesars Entertainment’s Michael Massari, Chief Sales Officer, and Don Ross, Vice President Meeting Operations Las Vegas, they give the venue perspective – how they are ensuring that the most current protocols for attendee safety are in place and how they deliver the amazing experiences we have all come to expect.

· The panel also shares insights on industry trends. So many great takeaways!

Wanted to thank my friends at Caesars Entertainment for making this episode possible.

They are excited to be hosting and presenting the CEMA industry experts panel. Caesars Entertainment is committed to the meetings business with more than 50 properties around the country, and 10 first class resorts in Las Vegas alone. Led by their new CAESARS FORUM, the 550,000 square foot conference center is the latest addition. From corporate meetings to large industry conferences and trade shows, Caesars has what you need to have an amazing event. Please visit caesarsmeansbusiness.com for more information.

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

My Amazing Journey to the 7 Secrets of Trade Show Success

Jim Cermak — Mon, 31 May 2021 01:00:00 -0400

This is the story - MY story - of an amazing journey which helped me discover the 7 secrets to working trade shows and getting maximum results.

As I went from attending my first ever large scale event, to my first time exhibiting, through all the lessons learned over the years, I was able to put together a proven system which works every time. Only took about 30 years!! You can learn it in about 20 minutes!

Here's my 7 Secrets to Trade Show Success:

Secret #1 – Set goals! You never know if you have a good show until you set goals.

Secret #2 –train your team how to work a show

Secret #3 – it’s up to you and your team to engage people

Secret #4 – be sure to take time to get away from your booth. See competitors. Make new contacts. Get ideas. Take pictures. Network.

Secret #5 – Know your metrics

Secret #6 – Work aggressively

Secret #7 – Be Efficient

Want to put my proven system to work for your company? Send an email to jim@tradeshowu.biz for a free, no-strings, no obligation 20-minute discovery call!

Please visit today's sponsor - Techmatch!

Techmatch is serving event organizers and event technology providers by helping them accelerate their digital transformation. What this means is they’re helping companies go from live events to digital and hybrid. It’s not an easy road – you need a partner like Techmatch and their combined 45+ years of proven leadership experience in the events and event tech industries, coupled with their proprietary process.

Visit techmatch.co for more information and get ready to accelerate!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 096 - The Secret behind Facebook Ads in Lead Gen - with Chuck Sharpsteen

Jim Cermak — Mon, 24 May 2021 03:00:00 -0400

Chuck Sharpsteen, owner of Whiskey Neat Digital Marketing, is a former marketing agency 'Tech-Guy' turned Lead-Generation Facebook Ads expert. His efficient approach to ads has allowed him to cut clients' lead costs by as much as 80% for 3 years straight. He shares with us the "secret" to getting better results for trade shows, conferences and business overall!

In this episode, learn...

What is the "secret" to Facebook Ads?
What should you do if your audience isn't on Facebook?
What is a "Pixel" and what do you need to know about it?
And more!

SPECIAL OFFER FOR LISTENERS!

Get FREE Access to the Facebook Campaign Balance Checklist at whiskeyneat.com
Sign up for his Monthly newsletter and get his complete 80/20 Ad Schema Course for FREE! Just mention you heard about it on the podcast!

CONNECT WITH CHUCK:

Go to: whiskeyneat.com/contact

Get TOP 52 TRADE SHOW TIPS:

VISIT OUR SPONSOR - TECHMATCH

Visit techmatch.co

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 095 - 7 Tips to Reduce Show Planning Overwhelm

Jim Cermak — Mon, 17 May 2021 03:00:00 -0400

If you are an exhibitor at trade shows and events, this episode is just for you! And I’m specifically talking to those of you getting ready to plan for your first live event in the past 12-18 months or more. I am going to share with you 7 tips to help take the overwhelm out of your trade show and event planning!

1. Dedicate a block of time to get it done. These shows are complex and have a million details. If you try to just do a little here and there, you will constantly be spending time trying to figure out what’s been done. So block out an hour or two, get focused, and go through everything.

2. Simplify. Don’t go into this next show like shows you did prior to Covid when you were in your groove. Reuse display pieces, reduce the marketing pieces you are sending, pre-schedule your social posts, and take some of the workload and complexity off your plate.

3. Double check your deadlines and prioritize. Understand all the important dates you need to get things done, and get them on your calendar. Clarity and planning will give you some peace. Also If you have multiple shows coming up like in the fall, the soonest on the calendar doesn’t necessarily mean it needs to be done first. There may be sooner deadlines coming up for your later shows!

4. Create a checklist of everything you need for events, then pull it up for your next show. This will save time and stress as everything will be there on one page. Just document your processes as you go. Now this will be more helpful with future events rather than just your next one, so a good suggestion for right now is to…

a. Or find a checklist online. There are several out there available. All are different. See if there is one specific to your industry. At very least it’s a great starting point. Then customize it for your business!

5. Don’t recreate the wheel! Unless you have had some major changes, reuse your banners, backdrops, display pieces, and even marketing materials. Also Pull up old paperwork and documents to help you figure out how you completed the paperwork in the past, what type of electrical or internet you ordered, how many people you registered, and any other details.

6. Delegate! Figure out all that needs to get done and then divvy up responsibilities. If its only you in your company, then look into reaching out to a local college to get a marketing intern to help out with some of these tasks!

7. Give yourself peace of mind. I have looked over paperwork dozens of times convinced I had everything covered only to find out I missed some little detail (or big detail). Contact the show producer and schedule a call with them to go over everything you are submitting. They will help ensure you have all your details handled. Then you can breathe!

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For Small B2B Exhibitors!! Would you like to get my take on your plans?

I’d like to invite you to jump on a free 20-minute call to discuss what you have and help take away some of the overwhelm! Just go to tradeshowu.com/mastery or send an email to me jim@tradeshowu.biz and put free call in the subject line!

SPECIAL OFFER!! The first 3 businesses that reach out to schedule their call, I’ll also include a hardcover copy of John Lee Dumas’ new book The Common Path to Uncommon Success! Shipped right to your door!

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Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 094 - Behind the Scenes at Major Events with International Emcee Maciej Kautz

Jim Cermak — Mon, 10 May 2021 03:00:00 -0400

Today’s guest is going to bring you behind the scenes for major events both virtual and live. His name is Maciej Kautz is an international emcee and TV & Radio Journalist who not only speaks 4 languages, but offers great advice for using an emcee and what to expect from them. He has some great takeaways that every business needs to hear!

WATCH ==

Spark of Change conference highlight video: CLICK HERE
Behind the Scenes at Poland's largest video studio: CLICK HERE

Connect with Maciej Kautz:

https://maciejkautz.com/
Email: hello@maciejkautz.pl
Instagram: @maciejkautz

OTHER EPISODES MENTIONED:

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 093 - Creating the Black Tie Experience - with Bob Pacanovsky

Jim Cermak — Mon, 03 May 2021 03:00:00 -0400

When you think of having a Black Tie Experience, what comes to mind? High quality? Luxury? Top of the line? Are your customers receiving a Black Tie Experience from your business?

On this episode, Keynote Speaker and Trainer Bob Pacanovsky shares his top tips and advice for creating a Black Tie Experience at shows, events and throughout your business.

Hear all about...

What are Impact Points?
Why are they important?
And Would You do business with YOU?

Fantastic advice and tips for any business!

Connect with Bob Pacanovsky!

Email- Bob@BobPacanovsky.com

Phone- (330) 352-6084

Website- BobPacanovsky.com

LinkedIn- https://www.linkedin.com/in/bob-pacanovsky-/

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Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 092 - 5 Things You MUST Do after Every Trade Show & Event

Jim Cermak — Thu, 29 Apr 2021 03:00:00 -0400

There are 5 things every business must do at the end of each trade show, conference, expo or event - whether virtual or live. Leaving any of these out and you are leaving money on the table for this or future events!

1. Follow up

o This seems like a no-brainer, but its all about following up the right way. You should have your follow up plan determined before the show so afterwards you can just focus on executing!

o So have your follow up emails and calls scripted and ready to go. Just be sure to not start the follow ups too soon. I have been at many shows over the years where I start getting follow up emails while the show is still going on! This is way too soon and more annoying than helpful. Give your contacts time to get back to the office – or home office before you start communicating with them.

o One other thing with the follow up – have your attendees segmented and use different scripts for each. So for example, if you had an indepth conversation with an attendee, don’t send them a generic email that says “Thanks for stopping by our booth. We hope you found our products interesting.” You may have just irritated the person who’s thinking didn’t they remember we had a great conversation? And on the flip side, if I just dropped my business card in to win a prize, don’t send me one that says, “It was great talking to you.” Be real – don’t be fake.

2. Post-show Marketing

o Just like the follow up, you should have your post-show marketing ready to go in advance of your show. Mention specifics about your event and include a picture of your team and your display to jog the memory of those who attended, and to give a visual for those who didn’t.

3. Hold a post-show recap meeting with your team

o One of the best uses of your time is to gather your team and talk through everything that happened at the show. What worked, what didn’t, what new things to incorporate next time, whether or not you should do the same show again, what you each saw at the show that was special our outstanding, and general comments. Be sure to have this meeting scheduled within a few days after the end of the show – the sooner the better! And don’t make it more than a week after because memories fade quickly!

4. Survey customers/attendees

o Don’t just get info from your team about how the show went. Survey people who came to your booth. Ask them what they liked, didn’t, what was missing, and anything that stood out to them. You will get good, honest answers that will include some amazing hidden gems, and also maybe some negative things you don’t want to hear. But outsider perspectives are valuable so be sure to do a survey of attendees.

5. Celebrate!

o You just got through a trade show – this is a big undertaking, so celebrate with your team! Not enough businesses do this and its so important. One great idea is to do your post show team meeting together over dinner. Celebrate and get great info at the same time. But no matter what, show your team members how much they are appreciated for the hard work they put into the event.

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Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 091 - Event Magic in a Post-Covid world - with Magician Scott Tokar

Jim Cermak — Mon, 26 Apr 2021 03:15:00 -0400

What do Trade Shows, Conferences and Live Events look like as we get past the pandemic? Especially for Magicians, Exhibitors and others who rely on close-up and one-to-one interaction?

Scott Tokar, one of the top Trade Show magicians in the world and owner of Corporate Fx, joins me to discuss this and so much more!

Free Tools mentioned during the interview:

Covid Gathering Regulations by State: https://corporatefx.com/covid-reopening-tracker
Searchable Trade Show Calendar: https://corporatefx.com/free-tradeshow-calendar

Check out Scott Tokar's first appearance on Trade Show University!

https://tradeshowu.biz/episodes/ep-025-magician-scott-tokar/

Connect with Scott Tokar and experience his Magic!

Website: www.CorporateFx.com
Twitter: @ScottTokar
Instagram: @ScottTokar

Get the Top 52 Trade Show Tips - Exclusively from Trade Show University! And Free!

Go to tradeshowu.biz and sign up!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 090 - The Power of Building Communities in Business - with Don Browne

Jim Cermak — Mon, 19 Apr 2021 01:00:00 -0400

Every business can benefit from building a Group, Community or Tribe - also known as a raving fan base. And it is one of the biggest trends out there.

Don Brown is Community Manager for a brand new social platform called OnlineCommunity365 - a platform dedicated to helping organizations build and grow their communities.

Don is also an accomplished writer, publisher, marketing leader and business development pro who has launched new ventures in hospitality, trade events, associations, politics, technology and community publishing. Combining his unique writing and communication management skills, he has 20+ years of experience building more connected business communities in several industries.

OnlineCommunity365 can be joined by invitation only!

Contact Don Browne:

Email: don@365media.com

Cell: 414-750-5902.

Message Don on the OC365 app after joining

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Global Meetings Industry Day 2021 - Las Vegas Panel Discussion

Jim Cermak — Mon, 12 Apr 2021 01:00:00 -0400

Global Meetings Industry Day (GMID) held on April 8, is an international day of advocacy that showcases the undeniable value that business meetings, trade shows, incentive travel, exhibitions, conferences and conventions bring to people, businesses and communities. It is being celebrated around the globe in dozens of regional events.

In this episode is a rebroadcast of the panel discussion which was held in Las Vegas at the brand new expansion of the Las Vegas Convention Center. This panel, moderated by Rich Luna of Meeting Professionals International, was with 5 of the industry leaders in Las Vegas. The panel includes

· Chandra Allison, Senior VP at the Venetian Resort

· Stephanie Glanzer, Chief Sales Officer of MGM Resorts International

· Chris Flatt, Exec VP at Wynn Las Vegas

· Steve Hill, CEO & President of Las Vegas Convention and Visitors Authority

· And Michael Massari, Chief Sales Officer of Caesars Entertainment

--> LINK to exclusive interview with Michael Massari: Ep 085: Importance of Live Meetings with Michael Massari

GMID was developed by Meetings Means Business – an industry-wide coalition which showcases the value of what meetings, trade shows, conventions and travel mean to the economy and communities all around the globe!

This Episode brought to you by Caesars Entertainment.

Caesars Entertainment is excited to be presenting the Las Vegas Meetings industry experts panel for Global Meetings industry Day. Caesars Entertainment is committed to the meetings business with more than 50 properties around the country with 10 first class resorts in Las Vegas. CAESARS FORUM, the 550,000 square foot conference center is the latest addition. Please visit caesarsmeansbusiness.com for more information.

Get a free Gift and join the Trade Show University newsletter! Visit tradeshowu.biz

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 088 - Success Story from Live Event! With Forrest Reed

Jim Cermak — Mon, 05 Apr 2021 01:00:00 -0400

You are about to hear a Success Story from a recent Live Event! Joining the podcast today is Forrest Reed of USA Insulation as he shares his experience at a recent Live Trade Show.

Live events are back and they are safe. Through the guests I have had the honor to interview on the Trade Show University podcast recently, we have heard them telling about the safety of these events and also how they have been well attended.

And to give you kind of a case study on how these events can work for exhibitors, I’m bringing on the show Forrest Reed, trade show and event manager for USA Insulation. Forrest is someone who was just at a live event and is sharing his success story with us! Not to give anything away, but his company beat their pre-covid show results!!

He not only tells us about his experience at the show, but also gives some of the tips and techniques he implemented to have the success he did!

Contact Forrest Reed:

Email: forrest.usainsulation@gmail.com

Find out more about USA Insulation: https://usainsulation.net/

Other Episode mentioned:

Ep. 087 - Interview with Danica Tormohlen: Click Here

Check out the TRADE SHOW MASTERY Program:

CLICK HERE: tradeshowu.biz/mastery

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 087 - Experiencing LIVE Events during the Pandemic - with Danica Tormohlen

Jim Cermak — Mon, 29 Mar 2021 01:00:00 -0400

Are you wondering what its like to attend a LIVE Event during the pandemic? Then you are definitely in the right place! My guest has attended several live events, and interviewed exhibitors and attendees - and she's sharing her experiences!

Danica Tormohlen is an award-winning journalist who has covered the trade show industry for more than 25 years. She is currently working on assignment for SISO and UFI to write case studies about producing trade shows during a pandemic. Danica is a regular contributor to PCMA, and she wrote the cover story on virtual exhibits for the February issue of Convene. Follow her on LinkedIn and Twitter for highly curated industry news and information.

Connect with Danica and read her work here:

LinkedIn: https://www.linkedin.com/in/danica-tormohlen-5800621/

Twitter: https://twitter.com/DanicaTormohlen

Women in Exhibitions North America: https://www.linkedin.com/company/wien-north-america/

https://www.womeninexhibitions.com/chapters/north-america-chapter/

PCMA’s Convene Magazine: https://www.pcma.org/convene/

https://www.pcma.org/challenge-virtual-trade-shows-exhibit-halls/

SISO: https://www.siso.org/case-studies/white-papers

UFI: https://www.ufi.org/

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Global Meetings Industry Day (GMID) is April 8th! Learn more at Meetings Mean Business: https://www.meetingsmeanbusiness.com/

Be sure to watch for our GMID special episode!!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 086 - Industry Update 3/25/21 - Some Good News, Some Bad News

Jim Cermak — Thu, 25 Mar 2021 01:00:00 -0400

Trade Show and Event Industry Update for 3/25/21

This week we got some Good News and some Bad News. Here's a quick recap...

Stories covered:

Fashion Industry Shows going back LIVE!
Attendees more likely to return to shows after vaccinated
The heart-breaking numbers from 2020
Las Vegas making a Comeback!!

Did you listen to the interview with Caesar Entertainment's Michael Massari?? He talks about the efforts of Meetings Mean Business and Global Meetings Industry Day (GMID) to get live events back! Listen Here

Are you ready to get back to Live Events?? Then you need to get BACK TO BASICS!! If you'd like to be notified about the brand new TRADE SHOW MASTERY program, send an email to jim@tradeshowu.biz

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 085 - GMID preview & the Importance of Live Meetings with Michael Massari

Jim Cermak — Mon, 22 Mar 2021 01:00:00 -0400

Caesar Entertainment's Chief Sales Officer, Michael Massari, is also the Co-Chair of Meetings Mean Business. He joins Trade Show University to talk about the importance of live meetings and events, the advocacy being done, and the upcoming Global Meetings Industry Day on April 8, 2021.

Please find out how you can get involved! Visit these sites:

Meetings Mean Business - https://www.meetingsmeanbusiness.com/

Meet Safe Travel - https://www.meetsafe.travel/

Caesars Means Business - caesarsmeansbusiness.com

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Also - please subscribe to Trade Show University and watch for our upcoming exclusive coverage of the Global Meetings Industry Day (GMID) event and panel discussion featuring Michael Massari and other industry leaders!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Industry Update for March 15, 2021 - Wait...is that a LIVE Event??

Jim Cermak — Mon, 15 Mar 2021 01:00:00 -0400

Trade Show and Event Industry Update for 3/15/21

Today I’m going to do something a little different and give you an Industry Update. I’m constantly scouring TSNN Trade Show News Network, Trade Show Executive, and other publications, and going to be bringing you updates regularly so you can help plan accordingly for these events which mean so much to businesses bottom line.

There is so much happening throughout the industry and around the world.

Let’s talk good news! With all that the industry has endured over the past year, just about any news is good news – but this all really does qualify as good news!

Stories covered:

Latest Advocacy Efforts - Go Live Together
Listen to Go Live Together episode
The Hospitality and Commerce Job Recovery Act of 2021
Letter to the Industry from CEIR CEO Cathy Breden
IMEX America commits to going LIVE in November 2021
World of Concrete going LIVE in June 2021
Amazing results from Americas Mart Spring Market!

If you would like to have more of these types of updates, send an email to jim@tradeshowu.biz

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 083 - 6 Virtual Event MYTHS & the Facts that Bust Them

Jim Cermak — Mon, 08 Mar 2021 01:00:00 -0400

I have been hearing and reading about 6 Common Myths of Virtual and Digital Events that need to be busted! I bring the facts to you so you can know the truth!

The 6 Myths are...

1. Live Events will never come back

2. Virtual Events will fade away

3. Virtual events don’t offer good opportunities to connect and engage

4. Not near as many people attend virtual events as they do live events

5. Virtual events are cheap to produce

6. I can’t charge for people to attend

Learn the facts so you can have more powerful Virtual Events!!

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Ready to take your company BRAND to the next level?? Get a FREE one-hour branding consultation with branding expert, Jess Adanich of DesignPod Studio!

Send an email to hello@designpod.studio and put Trade Show University in the subject line!

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Mentioned in this episode:

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Ep 082 - Secrets to Selecting the right Virtual Event Platform - with Brian Scott & Heather Holst-Knudsen

Jim Cermak — Mon, 01 Mar 2021 01:00:00 -0400

You want to plan a professional virtual trade show, conference, expo or event that needs technology and capabilities far beyond the typical Zoom or other basic digital meeting platforms. With literally hundreds of platforms to choose from, how do you make the right selection?

Virtual Platform and data experts Brian Scott of Cleartone Consulting and Heather Holst-Knudsen of H2K Partners are here to share the secrets of selecting the right platform. They also discuss questions to ask, and things to consider for your next event.

Find out more information about their TechMatch service!

Email Brian - brianscott@cleartoneconsulting.com

Email Heather - heather@h2kpartners.com

Visit their websites:

cleartoneconsulting.com

h2kpartners.co

Become a Certified Virtual Events Expert and Save 10%!

Take the Virtual Events Certification course at the Virtual Events Institute

Use promo code VP02 to save 10% off any course!

virtualeventsinstitute.com

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 081 - The Elements of Great Branding with Jess Adanich

Jim Cermak — Mon, 22 Feb 2021 01:00:00 -0400

Branding Expert Jess Adanich, CEO and Founder of DesignPod Studio, discusses many aspects of branding and why it is so important for your event, your show booth, and your company! She answers questions like:

What makes up the best Brands?
Why is branding important?
What makes a successful brand?
What should one do to have a strong brand?

Invest time and money in solid and consistent branding. It will pay off in the end. Be consistent in marketing, messaging and visuals.

Get a FREE 1-HOUR Consultation to discuss Your Brand!

Email hello@designpod.studio
Write "Trade Show University" in the subject line

For more information, visit their website at designpod.studio

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 080 - Free Bonuses! Uncommon Success book launch with John Lee Dumas

Jim Cermak — Mon, 15 Feb 2021 01:00:00 -0400

Pre-Order John Lee Dumas' new book Common Path to Uncommon Success at www.UncommonSuccessBook.com and get 5 Amazing Bonuses valued at over $1,100!!

SPECIAL REPLAY of my exclusive interview with the one and only JLD (aka John Lee Dumas)!

Keep up with everything JLD is doing at EOFire.com

Book launch website with bonuses: UncommonSuccessBook.com

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 079 - Career Growth & Education Options in Events with Kristin Malek PhD

Jim Cermak — Mon, 08 Feb 2021 01:00:00 -0400

For those looking to enter the Events industry, or get ahead in it, you're in the right place! Guest on the podcast today is Kristin Malek, PhD, CMP, CED, DES, CHE!!

Kristin is an Event Management Extension Specialist and Assistant Professor in the Hospitality, Restaurant, and Tourism Management program at the University of Nebraska. She worked in the hospitality industry for over 10 years before joining academe and still remains active with industry groups and consulting. She teaches and researches in the area of meetings and events with a focus on engagement, co-creation, and ROI. Kristin has been named as a Top 20 Meeting Industry Trendsetter by Meetings Today Magazine and has been recognized as an Emerging Leader of the Year by PCMA.

In this episode, Kristin explains each of the designations she has achieved in her career, and gives guidance to those researching and doing their homework on which ones to pursue.

Certified Meeting Professional (CMP)
Certified Event Designer (CED)
Digital Event Strategist (DES)
Certified Hospitality Educator (CHE)

For more info, check out:

PCMA: https://www.pcma.org/
EIC: https://eventscouncil.org/

Contact Dr. Kristin Malek:

Email: Drkevents@unl.edu

LinkedIn: Kristin Malek

Facebook: Extraordinary Events Initiative

Website & Podcast of Extraordinary Events Initiative: https://www.extraordinaryeventsinitiative.com/

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Are you overwhelmed with your marketing? Would you like to have someone to take over the marketing, but don't have the budget to hire someone?

Check out our amazing sponsor, DesignPod Studio! designpod.studio

Get a Free 1 hour Consultation! Send an email to owner Jess Adanich at hello@designpod.studio

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 078 - Creative Short Break Ideas to Energize Attendees

Jim Cermak — Thu, 04 Feb 2021 01:00:00 -0400

In this episode, 3 Amazing Guests join the conversation to share what they do to fill up the empty space and Energize and Engage attendees during the short breaks at Virtual and Online Events!

Guest 1 - Paul Miller and Dawn Daria of Flow Circus!

Paul, a nationally touring comedy juggler and Dawn, an award winning educator and author, provide audiences with meaningful interactive experiences that are grounded in positive psychology, mindfulness, and play.

Flow Circus provides organizations with the playful tools and trainings they need to promote well-being, strengthen teams, and practice strategies to thrive in the messiness of learning, growth, and change.

For more information, visit www.FlowCircus.com

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Guest 2 - Adam Pate of Speed Sketchers!

Adam Pate is the fastest caricature artist in the world. He draws people in about a minute per person and has done around 200+ Virtual shows since March. Adam also draws complex ideas for people at meetings to help explain and memorialize discussions and can teach basic caricature skills for team building

Adam can draw up to 20 people in about 20 minutes! I can also have a short conversation about products and services with an introduction if the individual is a good fit, or draw some things that relate to the individual and make it easier for someone to remember that person’s interests. I would meet with the organizer and discuss what their needs are and how to best serve them.

To find out more, visit www.speedsketchers.com or our Facebook page /speedsketchers

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Guest 3 - Kristine Iverson of CROW Practice

Kristine Iverson is the Founder of Coordinated Response on Wellness or CROW Practice. We are a hub of wellness experts with over 15 options for breaks including Energy boosters, calming breath, office stretches, cooking, nutrition, immunity boosting, quick fit mini's, sound healing, gratitude breaks and more!

For all the options and info, visit www.CrowPractice.com

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 077 - The Art of (and tips for) Expert Storytelling - with Dave Bricker

Jim Cermak — Mon, 01 Feb 2021 01:00:00 -0400

Dave Bricker has sailed thousands of miles in search of stories. Today, as a speaker, presentation coach, and business storytelling expert, he teaches the art of business transformation through storytelling to leaders, speakers, professionals, and visionaries.

Dave shares with the Trade Show University listeners answers and insights to these top questions:

What are the top mistakes event organizers make when hiring event speakers
Pro speakers are expensive. What are the benefits?
How can event organizers find and qualify speakers?

Also his best tips for show and event organizers...

Don't confuse industry expertise or professional achievement with speaking ability.
Hire speakers who can deliver value in excess of their fee.
Offer additional value to attract better speakers for less money.
The quality of your event speakers determines the quality of your event.
Build and maintain relationships with professional speakers and you'll always shine.

Find more information and contact Dave Bricker at: https://storysailing.com

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Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 076 - How the Largest Event Staffer Pivoted thru Covid - with Sheila Wong

Jim Cermak — Mon, 25 Jan 2021 01:00:00 -0400

In this episode...co-founder of the largest Event Staffing company in Canada, Sheila Wong, shares what her company did to survive through the pandemic! As an event staffing company, once the live shows stopped, so did her company.

Established in 1991, BBW International is a national event staffing company in Canada. BBW is the industry standard for staffing with over 1200 events annually, pre-COVID. Sheila is the recipient of awards through PCMA Canada East, MPI Toronto and CAEM.

Since 1991, we are the go-to staffing agency for the trade show and conference sectors. Providing staff for the producers and exhibitors, we have a reputation for providing professional, reliable and engaging staff. From registration agents, to brand ambassadors.

The big pivot was creating their proprietary Covid Ambassadors program.

To find out more about BBW International, go to https://www.bbwinternational.com/

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Have your Best Year Ever AND win prizes!! Head over to tradeshowu.biz/challenge now!!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 075 - Find Success by Finding the Gap! With Marcelo Zolessi of CNTV

Jim Cermak — Mon, 18 Jan 2021 01:00:00 -0400

In this episode...Trade Show industry pioneer Marcelo Zolessi, CEO and Co-Founder of CNTV (formerly Convention News Television) shares with us his fascinating story, how he found success by finding the gap in the industry - and filling it - and some amazing lessons learned!

Marcelo's objective is to continue to grow CNTV while finding a work life balance and giving talented people a unique opportunity to make a positive impact in the world through educational videos created through CNTV's partners. Marcelo is also responsible for Business development and implementation of CNTV's services including but not limited to helping associations generate revenue, enhancing the attendee experience and extending the association's message year-round.

To find out more about CNTV, go to www.cntvnow.com

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Have your Best Year Ever AND win prizes!! Head over to tradeshowu.biz/challenge now!!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 074 - Tips & Trends #5 for crushing Virtual Event Results

Jim Cermak — Mon, 11 Jan 2021 01:00:00 -0400

You have found the right podcast to give you solid Tips for getting better engagement, smoother and more well run digital and virtual events, trade shows and webinars!

Episode 074 - Tips & Trends #5!

I want you to have your best year ever in 2021...AND you can win great prizes!

Head over to tradeshowu.biz/challenge to sign up and for all the details!

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Tip #1 - Use short segments

· In past we were used to 40, 60, even 90 minute sessions

· Your virtual audience can’t handle that much! Attention spans are shorter with so many distractions at home

· 15 min + short Q&A, or have multiple speakers talk for 10 min on a topic and end with panel Q&A

· Break up sessions with creative breaks – quizzes, trivia, giveaways, musicians, exercise or yoga or more! Be creative – so many options out there. This segment can even be sponsored to make up some costs

Tip #2 - Stay on time with your agenda

· respect your audience! Don’t go over or you’ll risk losing them.

· Practice multiple times alone or with your team. Make sure you have your timing dialed in.

· Day of event – watch your time!

· Have q&a at end of your presentation. We may be tempted to watch the chat and answer some questions as they come in. But that can throw your timing way off and a chance you won’t get to all of your material or go over time.

· Have someone dedicated to monitoring the chat.

#3 – Have backup plans for when tech goes wrong

· Be ready to pivot

· What will you do if one of your presenters can’t log in?

· Understand all the parts of your event and your tech and discuss all possibilities ahead of time.

· This will give you greater peace of mind and lead to a smoother, more engaging event.

Trend for more engaging and smoothly run Virtual Events is to pre-record your presentation and take live Q&A afterwards.

· First – pre-recording allows you to edit so it is the best it can be

· Also allows you to include extras into the presentation like titles, cutaways, animation, music and more.

· New tools are coming on to help make video editing easier in case you’re like me with zero experience at editing video, or you don’t have a video editor on staff, or you don’t want to pony up to use one.

· One tool that currently is free and has amazing video and audio capabilities is Descript. I use it for audio but have seen some of the features for video editing and really powerful and simple!

· Check out descript.com

· Consider this method of pre-recorded video next time you are putting together a digital event, or if you are being asked to give a presentation.

Remember to get over to tradeshowu.biz/challenge and let me know your brand or plan for 2021! Giving away some great prizes and swag!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 073 - The ANTI-New Year's Resolution Episode

Jim Cermak — Mon, 04 Jan 2021 01:00:00 -0400

Join the ANTI-Resolution Challenge at tradeshowu.biz/challenge

This is the ANTI-New Year's Resolution Episode. Yes - ANTI-Resolutions. Don't do it for 2021. And if you already have them, just put them aside.

This episode will give you the key to making 2021 your Best Year EVER!

Why no new year's resolutions? Here's the facts. Here's the facts, goals and resolutions. We set every year. We just don't meet them. We just don't meet them. Is there anyone out there who's nodding their heads right now?

Who's gets to the end of the year and then looks back and goes. I, I can't even remember what the new year's resolutions I set last new year's. There was a study done in 2018 by the University of Scranton. It said only 8% of people see their resolutions through to the end of the year.

So that means 92% of the people give up at some point. And here's, here's another key point by the second week of February, just six weeks in roughly 80% have given up or forgot about their goals or they just stop. So if you could just stick with it for six weeks, Your, your odds are greatly improved over the rest of everybody else who already gave up, but that's only 8% of people take it through to the end of the year and say, one of your goals is maybe a fitness goal.

Cause a lot of us do that and we pack on those pounds over the holidays and don't feel good about ourselves. And we want to get into great shape. Well, according to Strava, a social media platform just for athletes. They did a study. They say by January 12th, over half over 50% of those with athletic and fitness goals have already given up.

That's less than two weeks into the year and over 50% of athletes give already given up.

So, if that sounds like you every year, having the absolute, best of intentions, setting those resolutions, setting those goals for the new year and then breaking them or forgetting about them just a few weeks or maybe a couple of months into the year. Here's what I need you to do. Even if you already have written out your goals, you've written out those new year's resolutions.

You've given them a lot of thought. I want you to put them aside. I don't want you starting on them. And there's a good reason for that. Here's what I want you to do. This is the question I need you to think about, and I need you to come up with the answer. The question is, who do you want to be? Say to yourself, who do I want to be in 2021?

Who do you want to be? I want you to go deep. Really think this through. You may have never thought about it this way before, you know, if you're having a tough time thinking about, well, who do I really want to be? What does that really mean? Okay. Now, now let's, let's think about your resolutions. Read the first one, because these are all clues as to who you really want to be.

So read the first resolution. And then I want you to ask yourself why, why do you want to accomplish that goal? Why this resolution start asking why? And go as deep as you need to,

Self-help and motivational guru, Tony Robbins, along with his partner, Dean Graziosi came up with this exercise called seven levels deep. And that is continuing to ask the question why every time you give an answer, ask question, why keep going deeper and deeper and deeper. So for example, say you're one of the many people that wants to lose a little bit of weight this year say, and you set that goal.

I want to lose 30 pounds in 2021.

Now it takes a lot of work and you have to change a lot of habits. It's not just one thing. It's easy to say. I want to lose 30 pounds and it feels good. And it's like, well, yes, that's it. That's what I want to do, but let's start unpacking what it's going to take to lose those 30 pounds. First of all, you might need to start eating differently. You have to buy different foods, foods. You might not enjoy all that much. And healthy food is more expensive than just buying junk food. There's no more trips through the drive-thru.

Okay. No more just buying the burger and fries, which is simple to do. Because you want to lose those 30 pounds, right? You have to learn how to cook and maybe you've never met. You've never been much of a cook before, but you've got to learn how to cook or maybe you're just, you need to find different recipes.

You may have to learn some new things and that's already four or five new habits just for just involving eating. Okay. So. Hm, like four or five new habits just involving eating. So, and now maybe also need to start exercising to reach that 30 pound level. So you might need to buy some new equipment or you need to join a gym.

You might need to get some workout clothes. Maybe you've never had somebody for you. You need some new ones. Cause you outgrew the old ones. Now you need to carve out time to actually. Work out. Maybe you're sitting there going shoot my schedule. I am jam packed busy already. And now I've got to carve out an hour or two, couple of times a week just to work out.

It's a lot of work right there. And maybe you're going to invest in a special program, like a WeightWatchers or you're going to get an app like a, my fitness pal or noom to help you out go losing weight. This is no joke. So think about all the things I just mentioned, we're talking about losing 30 pounds, but it includes all of those things you got to do.

It's no wonder that people break a resolution. It's hard. These are hard things to do. So what I need you to do is start asking why, why do you want to lose 30 pounds? So maybe the answer is something like, well, I want to get in better shape and keep going deeper. Why, why do you want to get in better shape?

Well, I want to feel better about myself. Well, why? Well, because when I play with my kids, I can't keep up with them. And then I have to take breaks. You don't want to be the parent that's involved with their kids, not just sitting and watching over on the sidelines. Boom. There it is. There it is. You want to be a more fit and more active parent.

That's why you have to get deeper. That's who you want to be. So. Let me give you another example. If you've ever heard Ed Mylett, who's a phenomenal entrepreneur and he's got a great podcast called the Ed Mylett show.

Ed was not in very good shape at one point in his life. And he went to the doctor for an annual physical, and he was expecting the doctor to say, okay, well, you've got to do this. You got to do that. And he said, well, let me ask you a question. He goes, do you have any kids? He goes, yeah, I've got a, I've got a daughter.

He said, well, let me ask you this. Do you want to walk your daughter down the aisle at her wedding? He said, what? Wait, what did you say? So do you want to walk your daughter down the aisle? Do you want some water? The guy to do it? He was like, Whoa. All of a sudden that became his why? Every time he didn't want to go to the gym and workout.

Boom, my daughter's wedding.

Get to your WHY? Who do you want to be? Do you want to be that active parent? Let that be your guide. Let your WHY make your decisions for you? For most of us, you're saying I want to lose 30 pounds. It's not going to motivate us to exercise or to pass on, take another handful of chips out of that bag.

Guess what the fourth chip tastes the same as the first three, after the taste sensation of eating that first chip, uh, say it's so good. And then the second, the third, you know, now you're just eating now you just eating to eat, grab a couple of chips, put the bag away before putting the first one in your mouth.

Why? Because your kids deserve a parent who's out there spending quality time with them. So when your daughter is trying to make the track team, you can actually go for a run with her around the block. How about that?

you know, but whatever it is for you and why do you want to get your home office organized? Why do you want to stop smoking? Why do you want to save more money? What is your why? You know, maybe if you, if you want to save more money in 2021, maybe your why is because you want to give more. Make your, why your check and balance on how you make decisions.

So when they announced the, uh, the iPhone 37 XL is coming out and you just got the 36 last month and all of a sudden, Oh my gosh, they added it. One more upgraded camera. You're not immediately really out there spending more money on something you really don't need need you get back in line with saying, you know what.

I want to give more. So who do you want to be? Answer the question for yourself?

So, who do you want to be? Who do you want to be? Do you want to be that person with the newest iPhone or do you want to be the person who makes a difference to somebody else by maybe at lunch, you tip 50 bucks on a $10 lunch bill, because you have the best server who you found out by talking to her that she's working a couple of jobs and it's tough making ends meet, or maybe to pay groceries for the mom, with the two little kids who's clearly struggling behind you in line, or to give more money to a charity that you're passionate about.

Well, how about this? Do you just want to be the person who enjoyed going through the fast food drive-through more than help making healthy meals for themselves? Or do you want to get off of those meds that you've been. Struggling to get off of the high cholesterol, high blood pressure medicine, whatever it is, or maybe to look great in the mirror, or to be able to run around the backyard with your kids, or maybe even your grandkids.

So figure it out who you want to be and keep asking why go deep until you get to the real core of what will motivate you this year. Now I know what everyone's thinking right now.

So, Jim, what about trade shows? Right? What about virtual events? No. No, I know you're not thinking about that, but let me tell you, let me tell you.

I have been talking about you this whole time and who you want to be, because it's so important. Consider this coming up with your personal brand. It starts today. Make it start today. Everything you do should be in line with who you want to be. This is your brand. This is your brand of who you were going to be going forward.

So in the same way, develop that brand for your business. If you don't already have a business brand, or maybe you need to take another look at it because every business has a brand, some created intentionally and some create a brand just by how they conduct business. So take a look at your business. Do you have a brand?

Is it strong? Does it make people yawn or does it make people take notice? And make you differentiate from everybody else. It should be memorable if you don't have one, take the time to create one. You know, I'm going to have out an expert on another. Episode's going to talk all about business branding. So be on the lookout for that, because when you're at a live event that is key, that is critical to helping you stand apart from your competition.

But for now, what I want to do is tie your personal brand and your business together. When you create who is it that you want to be, you're creating that personal brand. So how does that leak into your business? Well, when you find out your why, when you figure out who it is that you want to be, you are raising the bar for yourself.

You are committing to a higher standard of excellence. And when you do that, excellent can not be contained. It will seep into every area of your life. Now you may have heard the saying before how you do one thing is how you do everything. And that is so incredibly true. So what I want you to do is I want you to raise your game up.

If you set a higher bar for yourself in your personal life, then you will be a better business person. Guaranteed period. End of story. You will give more effort. You will operate with integrity. Your trade shows are going to be better. Your events are going to be better. Period. Everything you do is going to be better, and this is proven.

Over and over and over. I'm not saying don't have goals. Okay, please. Don't misunderstand me. I'm not saying don't set goals for yourself, but you got to set that overall brand first. And if you want those goals or your resolutions to have power, then figure out who you want to be. Then put that goal out there to lose 30 pounds.

Or to save more money or whatever it is that you want to get done this year. Okay. Two last things to wrap this up. Two last things after you determine who you want to be and what your why's your core really is. I want you to figure these two, two things out. Number one. Who can help support you or keep you accountable?

It's so much easier to stay on track with some kind of support system. So find someone, maybe it's a close friend. Maybe it's a relative. Maybe it's someone in your family. Who will hold you accountable that you could share with, maybe you can be buddies where you can help hold them accountable for what they want to accomplish as well.

So find someone or find a group if fitness is your goal, then a group like WeightWatchers or some other group that we'll have people there to guide you along and hold you accountable is so, so powerful.

So that's number one, find someone who can help support you and keep you accountable. Number two. How are you going to celebrate your victories? We don't celebrate enough, especially this past year 2020. We did not celebrate enough because there wasn't a lot to celebrate, but you need to celebrate your victories.

Accomplishments are awesome, but keep working and you're hitting milestones and you're not celebrating. Then you might not be reminding yourself how, which you're actually accomplishing, you are working so incredibly hard to reach these goals, to reach these milestones, please, please celebrate that.

Doesn't mean you're falling off the wagon that you're saying I'm doing this I'm and it's worth it. It is so, so worth it. So please take time to celebrate. So that's the last two things. Okay. Are you convinced. This is the best way to go. I hope you are. I hope you are. And I mentioned at the beginning, I'm also going to be giving away some prizes for just following this for having your best year ever.

It's like a double bonus, right? You're going to have the best year ever and you can win some stuff. So here's what I need you to do. I have set up a special web page, go to trade show you.biz. Slash 2021. So that's trade show the letter U dot B I Z slash two zero two one. And let me know what your commitment is for 2021 or share your personal or business brand.

And while you're there, check out the prices I'm giving away. I'm going to be giving away some trade show in virtual event. Coaching packages, some gift cards, some business books. And so much more,

plus you'll automatically be added to our email newsletter for updates, tips, and more. This is going to run the full month of January, 2021.

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 072 - Trade Show & Event Tips from the Pros

Jim Cermak — Mon, 28 Dec 2020 01:00:00 -0400

Episode 072 - Trade Show & Event Tips from the Pros!

What I'm giving you this week is a collection of tips I got from exhibitors from IAEE's Expo! Expo! virtual trade show and conference that took place recently. These 6 established industry experts each shares a top tip for helping plan and produce the best Trade Show, Event or Conference!

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Pro #1 - Craig Thompson from Huntington Convention Center of Cleveland

Tip #1 - For Show Managers - when you are creating your Floor Plan, consult with your venue! They can help you understand the unknowns and intangibles about the floor space that can help you have a better and smoother event.

Find out more at www.clevelandconventions.com

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Pro #2 - Jenny Ward of Exhibit Concepts

Tip #2 - Show up at these events, and Be There to help support each other to get through this tough time for the industry!

Find out more at www.exhibitconcepts.com/mycheck

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Pro #3 - Lauren Johnson with Louisville Tourism

Tip #3 - Work with the Convention & Visitors Bureau of the host city to infuse the culture of the city into your event!

Find out more at www.gotolouisville.com

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Pro #4 - Patrick Reilly with Digitell

Tip #4 - Don't be afraid to lean into new technologies and new approaches to the virtual world that may be different from live events.

Find out more at www.digitellinc.com

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Pro #5 - David Liddle at the Deondo Company - makers of Nook Event Pods

Tip #5 - Always pack a can of WD-40! It can remove stains and get you out of many tough spots.

Find out more at www.nook.events

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Pro #6 - Jimmy Mouton with eShow

Tip #6 - When producing Virtual or Hybrid events, please consider how attendees can communicate and engage on the virtual platforms.

Find out more at www.goeshow.com

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Ep 071 - 6 Shocking & Powerful Lessons from Major Virtual Event

Jim Cermak — Mon, 21 Dec 2020 01:00:00 -0400

Ep 071 - 6 Shocking & Powerful Lessons from Expo! Expo!

[00:00:00] So I attended a very, very large virtual event this past week. And I have to share with you six shocking and powerful lessons that I learned from attending this event. It was fantastic. It was eye opening, and you're going to love it. So stay tuned.

Let's talk about Expo! Expo! It was just a phenomenal virtual event. It was supposed to be held live down in Louisville, Kentucky. And, it was, they were pushing and pushing and doing everything they could to have a live event. And just at the, really the last minute it was within about four weeks or so that they finally shifted and said, you know, we can't do it.

[00:03:27] there's too much going on. Too much risk, eh, going on in the country to have people coming in for a live event at this point. So they switched over to virtual and I have got to tell you, I was so incredibly impressed, especially knowing how quickly they shifted from live to virtual. But let me tell you about this event. So this event and had over a hundred sessions, keynotes and workshops covering multiple tracks. So no matter where you were in the industry, what kind of a [00:04:00] focus you wanted, you were able to attend some really amazing. Amazing workshops. They had over a hundred exhibitors in their exhibit hall, which was fantastic.

[00:04:11] And they had over 1200 attendees at this event. So it was a great event. , and it was a trade show. It was the trade show for trade shows. And really, like I said, one of the best virtual events I've ever attended, , they had. So much going on and gave so many opportunities to interact and engage with the speakers with other attendees and with the exhibitors, of course.

[00:04:38] And it was just, it was fantastic. Learned so much from the different sessions. And made a ton of great connections. So, in fact, I'm going to be featuring several of the exhibitors in their own episode coming up and they share each of them shares a tip that they've got to, to help you with your results and your success in the industry.

So you will want to be on the lookout for that episode coming up very, very soon. And the whole thing went off very smoothly. They have a fantastic team there. Everyone was, well-prepared used a great platform from swap card that made everything very, very smooth. And I mean, it had to take ups and I'll talk about that in a little bit, but it was really, really fantastic event.

[00:05:23]So during this event, I took away six lessons. Like I said, some are shocking, all of them, very, very powerful. And here's what I learned. And I want you to take away for future events, especially if you are hosting events, whether that's something as simple as a, is the one hour webinar all the way up to a multi-day summit or trade show.

[00:05:45] That you're doing online virtually here's six lessons. I want you to learn.

[00:05:50]Number one, hold an intro session and take everybody through your platform. You may want to do multiple. If you're, if you're doing an event that's like a trade [00:06:00] show or a multi-day summit, you may want to have one session just for all those who are, are involved in putting it on your exhibitors, your sponsors, your speakers.

[00:06:09] So they have an understanding of how to work the platform from their standpoint. And then when the event starts having an intro session for all of your attendees, so they understand how to navigate through the platform, how to attend sessions, how to get into the exhibit hall, how to interact with people, what to look for.

[00:06:29] This was something they did very, very well. And they took the time to go through every feature and what to look for and when to check in and certain spots. So it was very, very well done. And this is something everyone needs to do because there's so many amazing platforms out there. And it seems like new ones are coming out all the time.

[00:06:48] New virtual event platforms are coming out. All of the time. And so next time you go to an event, it might look like a platform you've been on before, and you might think, Oh, I don't need to go to that [00:07:00] intro session. Or I know how to, how to navigate all of them are a little different, even though, even though some of them might look similar.

[00:07:07] You want to make sure you understand, or else you're going to lose some of the effectiveness of the platform from your standpoint, wherever you're at on this, whether you're an attendee or you're an exhibitor, or you were the show producer, you want to make sure everyone is all dialed in and on the same page with your, with your platform.

[00:07:25] So that's number one, hold that intro session and take everybody through your platform.

Lesson number two, and this is no surprise. I've been talking about this for a long time. Engage with others, engage, engage, you know, think about when you're at a live event. One of the best parts of live events is the connections that we make, whether that's on the show floor, or just walking through a hallway, going from one workshop to another workshop and you, you bump into somebody or you're sitting next to someone at a table waiting for that event to start that workshop or that seminar to start. And you start up that conversation. You exchange business cards, [00:08:00] you find out about their business and why they're there.

[00:08:03] This is a lot harder to do. At a virtual event, but it's not impossible there. And this platform that they use was fantastic in allowing you to engage with other people, you were able to engage with speakers, you were able to engage with exhibitors. You were able to engage with other attendees and you had multiple different ways of doing it.

[00:08:24] Verse, through chat, live chat, and also even with the exhibitors, they had opportunities for you to book a, almost like a zoom call right there on the platform. So you booked a time and then right on the platform without having to log in somewhere else or click on a different link, your event or your, your live face to face meeting.

[00:08:47] Happened right there on the platform, which was really fantastic. And so make sure you are understanding the ways you can engage with others and then do it engage, engage, engage, no matter who you are, [00:09:00] engage with everybody else that are in there so that you can get more out of these events. So that's tip number two, engage with others.

[00:09:07]Tip number three. If you are a show producer, you're putting on one of these events. Use prerecorded sections, as much as you can. So prerecorded video, if you're doing a live, if you're doing a live webinar or something like that, use some prerecorded video in there to minimize your possible glitches cause glitches do happen.

[00:09:30] So, please use those, those prerecorded sections that they did this very well in each of their sessions, in each of the workshops, the seminars, they had first a prerecorded session, which was the presentation itself. And they followed that along with live Q and a.

[00:09:50] So then the speaker was on live and you were able to, you were able to chat, you're able to. Put questions in during the presentation, but the presentation was prerecorded. And so [00:10:00] that minimized any possible glitches and it also, it allowed the speaker to just go through the presentation without having to worry about watching the chat.

[00:10:09] They could actually watch the chat, while the presentation is going on. That was prerecorded. So that's tip number three, use prerecorded sections of video lesson number four, lesson number four, you have to be patient, glitches are going to happen. And then that goes for live events, also for virtual events.

[00:10:29] And think about when you're at a live event, every time, if you're at a big trade show multi-day event, or even a single day event, things happen where all of a sudden the video's not working. The person's speakers, microphone is not working. The PowerPoint isn't going from one slide to the next glitches just happened.

[00:10:45] But when we're in a live event, we are so much more patient and we're forgiving because we're there because we're there and you see the speaker they're working on it, they're working on it. But when you're in a virtual setting and the video [00:11:00] freezes, and you just see that there's frustration level and all of a sudden, we want to just go to the next thing.

[00:11:07] We cause we can, we can just, we can just leave that. I was in one session where the video, wasn't coming up and you saw, you saw in the chat, the speaker saying, Hey, we're, we're trying to work this out. We're trying to fix this. And there was a CA Number count of how many people were in the session and you saw it going down.

[00:11:27] So people were clicking out fairly quickly and I'm like, wow, wow. Be a little patient with the, with this process. so be patient and cut everybody a little bit of Slack.

[00:11:38] So that's lesson number four, please be patient on all sides, no matter where you're at in this, whether you're a show producer, whether you're an exhibitor sponsor or whether you're an attendee. So please be patient.

[00:11:52]lesson number five, lesson number five. Who's another one. This is probably going to be like a no-brainer, but communication is critical. [00:12:00] You know, they had a feed at the Expo! Expo! virtual event. Feed, which was constantly letting everybody know about upcoming sessions about they had some giveaways door prizes, you know, reminding people to sign up for that.

[00:12:15] They had announcements of after hours events that were scheduled. Some awards events that were, were separate from the actual show. So. That was all in the feed and they, but they were constantly and consistently communicating with that. The thing was that as an attendee, I had to go in and check my feed now on that, to make sure that I was up to date on everything, but they were consistently communicating, which was fantastic.

[00:12:42] So that's the lesson number five is that communication is critical. And the last lesson, and this was, this one is really in the shocking category. This is the last lesson lesson number six is to be there, be present. Yeah, [00:13:00] here's what was my experience was I was going into a lot of the exhibitors on the show floor and I was asking questions and, and there was a place on the site that,

[00:13:12] kept track of all of the communications I was having with anybody, whether that was an attendee or whether it was with an exhibitor. And so I knew all of the questions I had asked different exhibitors, this was a three day event. And by the end of the third day, I would say about half of all the questions that I had asked exhibitors never got answered.

[00:13:36] So this meant that exhibitors had paid to be there. They had paid for their spot, but they weren't there. If they were there, they were not answering questions. So maybe they didn't know what the platform was. So I'll cut them a little Slack there, but they weren't there. They've there's so much time, money, resources.

[00:13:55] Even in a virtual setting that you invest as an exhibitor. So [00:14:00] make sure you are there. And I don't care if you're there as an attendee and you maybe even got a free ticket. It doesn't matter. But if you paid, especially. Be there, go to everything you possibly can. You've invested it. If you're there at a live event, you're there and you're going to go to everything that you can.

[00:14:18] We have so many distractions we're working from home right now. Now it's easier to just kind of tune out and do other things. Oh, this came up. Oh, the Christmas is coming. Oh shoot. You know what? Got it. I've got to go get to the store. I've got to do this. And so we forget. We tend to not follow through on some of these things that are so easy to get out of, but don't do that.

[00:14:40] Please don't make that mistake. These are huge for everybody on every side of this. So please be there. Be present, get the most out of these events. So as an exhibitor, make sure you set aside time to be present for those few hours each day and follow up with every single inquiry, [00:15:00] you know, and this, this experience was not just mine. I had some, some online chats with other exhibitors and. I had some chats with other attendees and they had the exact same experience that people were just not getting back to them.

[00:15:16]

[00:15:16] So please be there. Be present there's lesson number six, be there and be present.

[00:15:23]so there you go. There's the six more powerful, but a couple of shocking lessons that I learned from the Expo! Expo! event. And I'm going to go through those real quick again. Number one, hold an intro session that takes people through the virtual platform. So everyone's on the same page. Number two, engage with others.

[00:15:43] Please engage with others. Number three. Three use prerecorded sections of video, as much as you can. Lesson number four, be patient and cut everyone a little bit of Slack because glitches are going to happen. Right? Number five. Communication is so critical and lesson number [00:16:00] six, please be there and be present.

[00:16:02] So there you go. There's the six lessons and, please be on the lookout for future episodes coming up soon. I'm going to have, exhibitors from. Expo! Expo!sharing some tips, sharing some stories. So it's good. You're going to love that. And there's going to be a lot of other great episodes coming up and wow.

[00:16:28] so again, get over to the website, sign up for the email newsletter and because there's so much great stuff coming out in 2021, I'm sure we're all excited to get to 2020 in the books and turn the page here.

[00:16:40] Let's get better and get better results with every event, every virtual event. And as we get back to them, every live event, make that commitment. We'll see you back here on campus at Trade Show U.

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Ep 070 - Future Event Industry Leader Profile with Linda Tong

Jim Cermak — Fri, 18 Dec 2020 01:00:00 -0400

Episode 070 - Future Event Industry Leader profile - an interview with Linda Tong

Linda Tong is a 2020 recipient of the IAEE Helen Brett Scholarship awarded to outstanding individuals pursuing an education and career in the Exhibitions and Events Industry.

Linda Tong is a recent graduate of Iowa State University double majoring in Event Management and Music. In her years at college she has been involved in many organizations and events including the top choir at Iowa State, was a Special Event Director, and other activities such as The Fashion Show and PCMA. She also started a business while in school that is quickly growing and that she is now pursuing as a career after graduation.

Linda's LinkedIn profile: https://www.linkedin.com/in/lindatongplanners/

Linda Tong Planners website: https://www.lindatongplanners.com/

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** This Episode Sponsored by the Virtual Events Institute **

Become THE expert in Virtual Events! Special Offer just for Trade Show University listeners - Save $140 off the Virtual Events Institute Certification Program!

Go to: virtualeventsinstitute.com and enter Promo Code VP02

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Ep 069 - Future Event Industry Leader Profile with Danielle Bellettiere

Jim Cermak — Wed, 16 Dec 2020 01:00:00 -0400

Episode 069 - Future Event Industry Leader profile - an interview with Danielle Bellettiere

Danielle Bellettiere is a 2020 recipient of the IAEE Helen Brett Scholarship awarded to outstanding individuals pursuing an education and career in the Exhibitions and Events Industry.

Danielle is a student in her third year at the University of Central Florida’s Rosen College of Hospitality Management. She is pursuing a double major in Hospitality Management and Event Management. Originally from New York, Danielle has been able to gain industry related work experience as she's continued networking in Orlando.

Danielle's LinkedIn profile: https://www.linkedin.com/in/danielle-bellettiere/

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Ep 068 - Future Leader Profile with Sarah Gurney

Jim Cermak — Mon, 14 Dec 2020 01:00:00 -0400

Episode 068 - Future Event Industry Leader profile - an interview with Sarah Gurney

Sarah Gurney is a 2020 recipient of the IAEE Helen Brett Scholarship awarded to outstanding individuals pursuing an education and career in the Exhibitions and Events Industry.

Sarah Gurney is a senior at Johnson & Wales University majoring in Event Management. On campus, she is the president IAEE, the director of membership of LEA, and the Secretary of IAVM.

Sarah's LinkedIn profile: https://www.linkedin.com/in/sarahcgurney/

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Ep 067 - Future Event Industry Leader Profile with Amber Pankey

Jim Cermak — Fri, 11 Dec 2020 01:00:00 -0400

Episode 067 - Future Event Industry Leader profile - an interview with Amber Pankey

Amber Pankey is a 2020 recipient of the IAEE Helen Brett Scholarship awarded to outstanding individuals pursuing an education and career in the Exhibitions and Events Industry.

Amber is currently pursuing her master’s degree in Meeting and Event Management with San Diego State University. She is highly passionate about event planning and has worked in various facets in the industry, including weddings, university events, church service production, and now tradeshows/conventions. Currently works at event planning company, Your Meeting Pro (yourmeetingpro.com).

Amber's LinkedIn profile: https://www.linkedin.com/in/amberpankey/

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Ep 066 - Future Leader Profile with Ferdinando Castro Gonzalez

Jim Cermak — Wed, 09 Dec 2020 01:00:00 -0400

Episode 066 - Future Event Industry Leader profile - an interview with Ferdinando Castro Gonzalez

Ferdinando Castro Gonzalez is a 2020 recipient of the IAEE Helen Brett Scholarship awarded to outstanding individuals pursuing an education and career in the Exhibitions and Events Industry.

Ferdinando is in international student from Venezuela Majoring in Hospitality, Exhibitions, and Event management at Dallas College. His passion for the industry started at IAEE Expo Expo 2018, where many professionals taught him how these events could benefit our communities tremendously. Ferdinando's volunteer work resulted in many awards, internationally and nationally.

** This Episode Sponsored by the Virtual Events Institute **

Become THE expert in Virtual Events! Special Offer just for Trade Show University listeners - Save $140 off the Virtual Events Institute Certification Program!

Go to: virtualeventsinstitute.com and enter Promo Code VP02

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Ep 065 - Future Leader Profile with Shiloh Schlauderaff

Jim Cermak — Mon, 07 Dec 2020 01:00:00 -0400

Episode 065 - Future Event Industry Leader profile - an interview with Shiloh Schlauderaff

Shiloh Schlauderaff is a 2020 recipient of the IAEE Helen Brett Scholarship awarded to outstanding individuals pursuing an education and career in the Exhibitions and Events Industry.

Shiloh is a senior studying Event Management with a minor in Hospitality Management at Iowa State University. She also took Spanish courses during these past three years to improve her fluency in hopes of working in events abroad.

** This Episode Sponsored by Audible **

Listeners can get a Free Audiobook and Free 30-day risk-free Trial! Grab your Free Audiobook today at www.audibletrial.com/tradeshowu

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Ep 064 - Tips & Trends #4 - Power of Virtual Networking & Feedback

Jim Cermak — Thu, 03 Dec 2020 01:00:00 -0400

Tips & Trends #4 brought to you by our sponsor - Groove Funnels!!

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Going to give you a couple of powerful tips to make your current and future virtual events better!

Tip #1 – Utilize the power of networking. Remember at live events, some of the best things that came from them were the relationships built and new connections made. So if you’re hosting an event, set aside time for networking. Whether that’s through zoom rooms, or a virtual after hours mixer, get your attendees networking with each other! Too many times it’s not natural to do in a virtual setting, so you need to be the one to make it happen.

For you attendees, seek out networking opportunities. Maybe even through chat if you see another attendee make a great comment, often you can private message them. Remember if you are at the same event, odds are you have similar needs and interests.

So please don’t forget about networking at your virtual events!

Tip #2 – At the end of each event, get feedback from your team. If you’re hosting the event, find out what worked, what didn’t, what did you like about the platform, what would you do differently, document everything so you can learn and improve in the future. And do the same thing if you are an attendee.

Trend – going back to live events! One in Singapore was held recently with 1000 attendees, and here are the main things they did to make it happen safely:

· Of course, mandatory mask wearing, tons of sanitizer stations and QR codes used throughout

· Daily on-site antigen rapid tests to make sure everyone was still healthy

· Staggered start times

· Everyone had to have the app for contact tracing and crowd management purposes

· Lots of signage and roping to create clear entry and exit paths.

· Safe itineraries for out of town visitors included arranged sightseeing to ensure maximum safety was achieved

During a talk at the event, Singapore's Minister for Trade and Industry said, "The industry can’t afford to wait for a vaccine and should focus on managing risk, rather than eliminating it."

I love that sound, common sense approach! So now you have a glimpse of some of what you may see at live events in the future. Stay tuned because things can change daily!

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Ep 063 - 12 Tips for Healthy & Engaged Virtual Events - with Brittany Liberatore RDN

Jim Cermak — Mon, 30 Nov 2020 01:00:00 -0400

With Virtual Events, the world is sitting and staring at a computer screen. Now more than ever, we need solid tips for helping keep everyone healthy and engaged!

My guest is Brittany Liberatore, a Registered Dietitian Nutritionist in Cleveland Ohio, CEO & Founder of Your Life Nutrition, and a Nutrition professor at Case Western Reserve University.

Episode 005 with Brittany - https://tradeshowu.biz/episodes/episode-005-how-to-maintain-your-energy-at-trade-shows-with-brittany-cermak-rdn/

Brittany’s top tips for Virtual Events:

1 – Keep your eyes healthy!

Being in front of a screen so much makes your eyes fatigued. So definitely keep your appointments with your eye doctor is to make sure that you are staying well in that regard.

2 – Have a plan for your day.

If you have no plan going into the day all of a sudden you’re just distracted by doing the laundry or doing things that are not necessarily a part of your to-do list during the day, its really easy for that time to fly by.

So try to map out your responsibilities for the day. I try and do this tonight before so I can really wake up and start getting at my to do list as soon as possible.

3 – Plan time for social media.

Social media is a huge distraction for me and maybe for you too. I found that carving out sometime during the day for brakes to check my social media for a set Of time is much better as opposed to opening up my social media every single time.

4 – Make time for movement!

Right now most of us are sitting all day. Im working behind a desk and a computer and especially if you on transition to working from home, you’re probably no longer walking down the hall to your co-workers office or walking to the break room or walking from the parking lot or around your building. So those ways that we were probably active before and getting steps in and just being you don’t getting up and moving during the day may not Be the case. You might be taking about 20 steps from your bedroom to your desk and sitting there all day long. So talk about packing on the pounds.

I start my day every day with a 20 to 30 minute walk. I wake up just a few minutes earlier in order to squeeze a saint before my Dave and get started so that I can help myself feel awake and energized and then I already know that I’ve gotten at least some activity in for the day since I spend a lot of my day sitting.

Maybe you’re able to carve out time in the morning or ride your lunch or maybe another break during the day or even after work to get in and work out or walk.

5 – Take advantage of free online resources and apps.

There are many different free resources online on there have been many apps out there and different online programs that will are offering free Fitness videos and different things like that. Google a free workout videos, or you can go on YouTube pretty much find any type of exercise your heart desires on there.

6 – Find an exercise you enjoy doing.

You will stick with something longer if you enjoy doing it!

7 – Utilize your technology.

Many devices like Fitbits and Apple watches have personal trainers and coaches built in that will coach you through a quick workout. I mean how awesome is that? You’ve already paid $200 for a Fitbit and there is like a little workout app on your on your actual device that can walk you through doing the work out.

8 – HYDRATE!!!

I cannot stress it enough. Don’t forget to hydrate. Its so crazy. How time goes past and I realize that I haven’t even drink much water for the day. I look at my water and I’m like I need to drink some so I try my best to fill up my water in the morning.

This is a pro tip that I teach my clients - habit stacking. Ill even try to pair checking my voicemails or check my emails with drinking sips of water. So its something you’re already doing during the day of checking your voicemails your emails and at that same time you pair that with drinking some water.

9 – Batch your meal prepping

Meal prep needs to be a part of your weekly routine. It does not have to be complicated. You don’t need to see you spending hours in the kitchen every week just in order to meal prep. Literally meal prep is a simple as having enough food for leftovers. Just make more. So really nobody wants to waste a lot of time the kitchen during their busy day. I found it So helpful. Did you batch cooking on the weekends or even one weeknight where I’m able to make several proteins and starches has some fruits and veggies readily available and cut up so I can Grab & Go with these items to heat them up easily to spend less time cooking every single day and taking my time and attention away from the important tasks that I have to get done.

10 – Have Healthy snacks available

Fruits, vegetables, nuts and other healthy snacks instead of the usual junk food.

11 – For your Virtual Events, make Health and Fitness a priority

I think companies who do make health and fitness a priority while hosting their event are definitely going to stand out. I think people really appreciate it even when you Are at an in-person trade show and maybe you’re sitting in on a seminar and they encourage you halfway through to get up and you know ticket to minute stretch break, right? We all appreciate that.

So carving out time even where maybe they have a personal trainer who does a five-minute exercise video, you know, something simple that people can do right at their desks teaching people different on desk or chair exercises. That would be super valuable.

I’ve had companies who have send me products ahead of time. So once I sign up for the event, they sent me some awesome stuff. I got a water bottle that has a company’s logo on it at a time. So just like we talked about staying well-hydrated during the day and I use this water bottle when I was taking part in the ritual trade show. So again putting the importance on your attendees health is awesome. And people remember that again, you are going to use something like water bottle well after your event and you know serves as an awesome marketing tool and that isn’t super expensive so on best lightweight can be easily shipped. Other ideas are stability balls, stretch bands, and exercise resistance bands.

11 – Offer Mindful breaks.

Have quick breaks with a wellness touch. Can be a quick workout, someone leading a meditation, or even a psychologist talking about mental health.

Brittany’s Top Takeaways:

#1 - Set yourself up for Success. Meal prepping and planning is a huge time-saver and could be one of the best ways for you to stay productive during the day. Make sure that you have your water nearby.

#2 - Make time for movement. We are sitting more than ever at home in front of a screen and not only is that not good for your body but also for your mind, so make some time to get active during the day even if its short chunks of time that you’re able to fit in during the day.

Brittany’s Exclusive SPECIAL OFFER!

Only for trade show University listeners!!

Brittany is offering her Ultimate Nutrition ebook for FREE. This is only given to her paying clients, but she wants to give it to you at No Cost!!

This e-book includes:

Nutrition 101 information like an explanation of carbs fats and proteins that will help you reach your goals.

Healthy shopping list

A sample meal plan

How to read a food label

An easy 10-minute meal guide

Strategies for dining out

So much more!!

Just send an email to Brittany@yourlifenutrition.org and put E-Book in the subject line!

How to contact Brittany:

www.yourlifenutrition.org

Facebook, Instagram, Twitter, YouTube, Pinterest - @yourlifenutrition

Email: brittany@yourlifenutrition.org

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Ep 062 - Tips & Trends #3 - Thanksgiving Edition!

Jim Cermak — Thu, 26 Nov 2020 01:00:00 -0400

Tips & Trends #3 – The Thanksgiving edition! Because giving Thanks is always in season - even for virtual and live event professionals!

Tip 1 – Start every day and every event with an attitude of gratitude!

Say thank you first thing when you wake up! In fact say it several times. Remember things you are thankful for. Like thanks for allowing me to wake up. To get out of bed. For my family. For a roof over my head. And if you can’t think of anything, just say Thank You over and over. Let it permeate your mind. Guarantee your entire day will be better!

And when planning an event – virtual or live – start by giving thanks for the opportunity to plan the event! Say thanks for the attendees who will be showing up, and give thanks all along the way. Do this and I bet you will get the best feedback and results! Try it!

Tip #2 – This Thanksgiving and throughout the holiday season, remember those who might be lonely.

This has been a very tough year for the majority of us, and especially those who have not been able to leave home because of health reasons. Or those in nursing homes, hospitals, and assisted living. Reach out to them. Say hi. Even if it’s someone you haven’t talked to in a while. Even if its uncomfortable.

Do it anyway. It’s for them – not for you. Give a little bit of yourself for someone who is craving human connection. Ask questions. Share stories. Just be there and listen. You will get great rewards.

Tip #3 comes from Registered Dietitian Brittany Liberatore of Your Life Nutrition. Her Thanksgiving Tip is all about Mindset.

OLD MINDSET - I can't eat dessert and stay on track with my goals. I have to avoid all treats because I am on a diet."

NEW MINDSET - I CAN enjoy dessert, eat it MINDFULLY and stop eating when I am full and satisfied. A portion of dessert won't get me off track!

So don’t deprive yourself of the yummy foods on Thanksgiving and during the holidays! Just don’t overdo it! Eat until your satisfied. And if you do go a little overboard, don’t beat yourself up. Just get back on track! You got this!

Our Trend – eating healthier and living a healthier lifestyle during the holiday season this year!

More people than ever are making a commitment to get a jump start on what they usually do after new years – make those resolutions to get in better shape! Think how much better shape you will be in if you exercise more and eat healthier starting now! Even if you do indulge here and there, you’ll love the shape you’re in come January 1^st!

And to help you out, Brittany from Your Life Nutrition has agreed to share her exclusive Master Class on How to enjoy the holidays and stay on track with your goals!! Just click on the link and learn so many amazing tips right from a Registered Dietitian – and at no cost!

Access the Exclusive Webinar here --> https://drive.google.com/file/d/1_OEd5We-RB8zNB_QEji978yEfULQRwaW/view?usp=sharing

So there you go! 3 amazing tips about being Thankful and a trend to get you ready for 2021!

And I just can’t end an episode about Thanks without thanking all of you who have listened and helped Trade Show University grow!

I also want to thank my beautiful bride Mary Ann, and my kids Brittany and Jake for their love and support throughout the year, and my family and friends who have been there along the way.

Also need to thank my incredible sponsors and the amazing offers they are making for you the listeners!

DesignPod Studio and owner Jess Adanich who has offered a free consultation for small to mid sized businesses looking to up their brand and design!
Virtual Events Institute who is giving a $140 off their Certification program!
Audible who is giving a free audiobook along with a free 30-day trial!
And GrooveFunnels who is giving any TSU listener a free account for building Web pages & Sales funnels!

Go to the Sponsor page at https://tradeshowu.biz/sponsors/ to access all of the offers!

I am so incredibly blessed!

So Thank you for listening! Here’s wishing you all a very Happy, Healthy and Joyous holiday season!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 061 - Master Class on Public Relations for Live & Virtual Events - with Josh Weiss

Jim Cermak — Mon, 23 Nov 2020 01:00:00 -0400

Josh Weiss is the President of 10 to 1 Public Relations - a company which provides strategic communications planning, media relations, crisis communication management and other PR services. Josh Weiss that it takes 10 good things to be said about a company to equal one negative comment and that it’s essential build up a good will bank to grow and protect your business - and that's the reason behind his company's name.

--------------------

Get your FREE Lifetime Access to the new and powerful website and funnel building platform - GrooveFunnels! Save $100's per month vs the competitors!

Check out all you get at http://tradeshowu.biz/groove/ <-- CLICK HERE

Ep 060 - Tips & Trends #2 - Keeping Your Virtual Audience Engaged

Jim Cermak — Thu, 19 Nov 2020 01:00:00 -0400

Keeping your Virtual Event audience engaged is so difficult with all the distractions they face. Here are two powerful tips plus a current trend all which you can use to your advantage in keeping your audience plugged in and wanting more!

Tip 1 – Have shorter segments and more breaks

· Thanks to Jason Scott of JCS Marketing – He gave this tip and others on Trade Show U Episode #057

· Think about how we watch videos on Youtube

· We have an incredibly short attention span, and its only getting shorter!

· Break down your talk or topic into bullet points and then make each bullet point its own talk!

· Keep your audience engaged and attentive by continually changing speakers, tone, format and topics

Tip 2 – Use your breaks to do market research – in a fun way

· Ask questions about your products and services

· Do polling

· Surveys

· Games

Trend – new entertainment options for virtual events! So many ideas used at live events can be now utilized for Virtual Events as well!

· Magicians - check out one of the top trade show magicians - Scott Tokar - and his interview on Trade Show University Episode #025

· Music

· Comedians

· Madlibbing

· Games

Our Sponsor: The Virtual Events Institute!

Special Offer - Get 10% off the Virtual Events Institute Certification Program!

Go to: virtualeventsinstitute.com and enter Promo Code VP02

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 059 - Wisdom thru Pandemics with Pivots & Patience - with Tom Corcoran

Jim Cermak — Mon, 16 Nov 2020 01:00:00 -0400

Tom Corcoran is the Founder and President of Corcoran Expositions, Inc. He has been successfully producing trade shows for more than 40 years and is a recognized leader in the industry. As President, Tom is involved in all aspects of the company and uses his experience and expertise to develop solutions for our client’s shows.

Before establishing Corcoran in 1990, Tom served as Convention Director for the National Restaurant Association for 12 years. Tom has received the IAEE Pinnacle Award, presented by the International Association of Exhibitions and Events in recognition of extraordinary achievement in the exhibitions and events management field, and has been inducted into the University of Illinois’ Chicago Area Entrepreneurship Hall of Fame.

www.corcexpo.com

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 058 - Tips & Trends #1 - Getting People to Show Up at Virtual Events + GBAC

Jim Cermak — Thu, 12 Nov 2020 01:00:00 -0400

Tips & Trends #1 - quick episodes with the tips you need and the trends to watch!

How do we get more people to Show Up at our Webinars and Virtual Events? I give 2 powerful tips to reduce your No-Shows! Plus I talk about GBAC - what it is and why it's important for returning to Live Events!

Tip 1 - Send a physical program to registered Virtual Event attendees!

Don't simply send email reminders for your virtual events - these get lost in the millions of emails we get daily!
When people are registering, ask for their physical address (remember - it might be their home address)
Then send them a physical agenda or event program in the mail!
This will help them remember your event, and make you stand out in the sea of virtual events happening!

Tip 2 - Offer multiple times for your Virtual Events!

If people can't make the time you are having the event, there is 100% chance they won't show up!
So unless it's a multi-day event, offer the event at multiple times
ALSO - offer replays of your event
These ideas give you a greater chance of getting more attendees!

TREND - Health and Safety - GBAC

You may have seen the letters GBAC pertaining to a facility.
GBAC is the Global Biorisk Advisory Council
GBAC is a network of scientists, experts and specialists who offer consulting, training, education and auditing for environments which require higher level of cleaning and disinfection
GBAC is working with facilities to certify them (GBAC Star Certification) so Live Events can come back quicker!

HAVE A TIP OR TREND YOU'D LIKE TO SEE FEATURED ON THE PODCAST?

Send an email to jim@tradeshowu.biz

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 057 - Powerful Lessons Learned from Running 1st Virtual Event - with Jason Scott

Jim Cermak — Mon, 09 Nov 2020 01:00:00 -0400

Jason Scott - owner of JCS Marketing - has run dozens of live regional events over the years. But in 2020, he had to pivot to doing a Virtual trade show for the very first time so he could continue to serve his sponsors, exhibitors and customers.

Jason shares with us all of the Lessons Learned while venturing into this new territory for the first time, as well as the challenges he faced.

Practice Practice!
Pre-Record as much material as possible
Go through a complete run-through ahead of time
Have your vendor let you experience one of their productions so you can see how things operate
Take good notes and learn for future events!
Have more staffing than you think you need
Even more takeaways...

To Connect with Jason:

Email: jason@jcsmarketinginc.com

Web: jcsmarketinginc.com

*** GET 10% OFF a Virtual Event Certification ***

Visit virtualeventsinstitute.com

Use promo code VP02

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 056 - 3 Lessons from Tony Robbins to Skyrocket your Event Results

Jim Cermak — Mon, 02 Nov 2020 01:00:00 -0400

I was watching a speech from Tony Robbins - the most successful life coach and motivational speaker in the world - and even though he wasn't talking directly to the Trade Show and Events industry, it sure seemed like it to me!

Among his many points, he gave three powerful lessons which I want to share with you in this episode - and show you how you can incorporate these into your upcoming virtual and live events!

1. You act different based on where you think you are in a relationship

· What will you do for someone at the beginning of a relationship? ANYTHING!!

· But as time goes on we lose that

· Think cell phones and cable companies. They lure us in with huge promotions and then seem to forget about us.

· What are you doing to build long-lasting relationships with your sponsors and exhibitors? With attendees? Customers?

· Successful marriage counselors try to get couples to remember what things were like at the beginning at start doing those things again!

2. Why do kids beat us in video games? They Anticipate!

Ever play a little kid in a video game you have never played before? Why can they play for 45 minutes when we can't last 45 seconds?

· They have already played the game

· They know the road ahead

· They have ANTICIPATION

· WINNERS anticipate – LOSERS react

· Roger’s Top 20 Questions – episodes 9 & 10

Check out my interview with Roger Miller:

· Can be more efficient and effective, and get people out of your booth

3. Engagement is the key to Breakthrough in business

· Think about this – being first or having the most resources isn’t enough

· MySpace vs FB

· Vimeo vs YT

· Yahoo vs Google

· Each of these was successful because they were better at Engagement

· The greater the engagement, the more fulfilling

· Think about it – we like being around those who take interest in us

· Business imitates life because people buy from people

Take these three things away…

1. Always act like you’re at the beginning of the relationship

2. Anticipate what is going to happen next. Brainstorm with your team on those top 20 questions

3. Engage and stay engaged

Become an EXPERT in Virtual Events! Get your Certification from the Virtual Events Institute!

Use code VP02 for 10% off!!

Visit: https://www.virtualeventsinstitute.com/

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 055 - The Common Path to Uncommon Success with John Lee Dumas

Jim Cermak — Mon, 26 Oct 2020 01:00:00 -0400

Joining the podcast today is one of the most successful podcasters of all time – the one and only John Lee Dumas – host of the Entrepreneurs on Fire podcast!

John Lee Dumas has recorded nearly 3000 episodes and has over 1 million downloads per month. He shares tons of tips and value nuggets for success including his secret weapon to maintaining high energy!

There is a Common Path to Uncommon Success. The common path is following the systems that already work. Most will not do what it takes.
Be Intentional with everything you do
Put in the Reps! The best way to get better at what you do is to continue doing it!
Remember no matter what you are going through - This Too Shall Pass. This is true for good times and bad. Always be prepared.
To keep energy high - you must learn how to batch.
For growth in whatever industry you are in - Become a Person of Value

For everything John Lee Dumas has to offer:

Visit EOFire.com

Grab a Free Audiobook: audibletrial.com/tradeshowu

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 054 - State of the Live Events Industry with IAEE

Jim Cermak — Mon, 19 Oct 2020 01:00:00 -0400

In this State of the Live Events & Trade Shows Industry, two of the leaders of IAEE - which is THE industry association globally - share the amazing great lengths they are going through to ensure a safe return to Live face-to-face events for everyone. Welcome to Episode 54 of Trade Show University!

David DuBois is the CEO of the International Association of Exhibitions and Events – the Global association for the industry. David has 45 years of hospitality, tourism, exhibitions and business events experience. IAEE has Members from over 50 countries that represent and support the global exhibitions industry.

Scott Craighead is the VP of Exhibitions and Events for IAEE. Involved in the industry for 18 years producing exhibitions and events in the U.S. and globally. Currently responsible for budgeting, show development and design, technology solutions, personnel, contracts and overall logistics for IAEE’s Annual Meeting & Exhibition Expo! Expo! and other IAEE produced events.

Here are Links to the Events and Organizations mentioned in the episode:

Expo! Expo! - myexpoexpo.com
IAEE - iaee.com
Exhibitions Mean Business - www.iaee.com/exhibitions-mean-business/
Go Live Together - golivetogether.com
GBAC (Global Biorisk Advisory Council) - gbac.issa.com
Free Goal Setting Workbook - tradeshowu.biz

Check out Expo! Expo! and see the Future of Live Events!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 053 - The Future of Virtual from Virtual Events Institute - with RD Whitney

Jim Cermak — Mon, 12 Oct 2020 01:00:00 -0400

RD Whitney is the Co-Founder of the Virtual Events Institute (VEI) and the CEO of Media 365. RD has a long and successful track record in establishing, managing and delivering business community solutions across many markets and industries.

RD joins host Jim Cermak in a discussion about the future of Virtual Events, how to get better results from them, and what Certification programs are happening at the Virtual Events Institute.

RD was an accomplished leader at global media companies Tarsus, Diversified Communications and several other media groups, and served 6 years on board of Onstream (pioneers of webcasting and virtual). He has also launched and managed 5 successful national certification programs and brings 30 years of experience connecting buyer and seller together through the gravity of professional training, events (f2f and virtual), education, peer learning and data.

RD's Top Takeaways:

In shifting to Virtual Events, seek to Transform, not Translate!
Trade Shows can - and should - become a community that interacts all year long.
Identify best practices, share them with others, and learn from others.
Look into the Certification programs offered by VEI which can benefit Trade Show, Expo, Event and Conference producers, organizers, exhibitors, sponsors and marketers.
Hybrid events are the future. Learn how to make your future live and in-person events follow the hybrid model.

Visit These Websites:

www.VirtualEventsInstitute.com

www.Media365.com

Contact RD Whitney:

Email: rdwhitney@media365.com

LinkedIn: RD Whitney

Twitter: rdwhitney

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 052 - Shifting from Live to Virtual Events - Tips & Challenges

Jim Cermak — Thu, 08 Oct 2020 01:00:00 -0400

Trade Show U host Jim Cermak shares powerful tips and information on how to successfully shift from Live to Virtual Events while being interviewed on the My Ag Life podcast by host Jason Scott!

So a little bit different episode - it's my podcast featuring someone else's podcast!

This episode will bring great value to Show Producers & Organizers, Exhibitors, and Sponsors.

If Agriculture is your thing, then definitely check out the My Ag Life podcast!

http://www.myaglife.com/

Get a FREE Audiobook & FREE 30-day Trial to Audible!

www.audibletrial.com/tradeshowu

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 051 - Using Systems & Focus to Grow a #1 Podcast - with Kate Erickson

Jim Cermak — Mon, 05 Oct 2020 01:00:00 -0400

Kate Erickson is the engine at Entrepreneurs On Fire, an award winning podcast where John Lee Dumas interviews inspiring Entrepreneurs who are truly ON FIRE. She is also the host of the podcast Ditch Busy and co-author of The Podcast Journal: Idea to Launch in 50 Days. Her goal: to help entrepreneurs ditch busy and achieve financial and lifestyle freedom.

Kate's Tips:

Have the right Systems in place to create efficiencies so you can Grow!
Focus on just one thing at a time. With all of the programs, courses and membership sites that make up the Entrepreneurs on Fire domain, they have never created more than one thing at a time. Plan, create, launch and measure before moving on to the next thing.
Consider starting a podcast for credibility! Go to: freepodcastcourse.com

Check out the Entrepreneurs on Fire podcast with host John Lee Dumas:

https://podcasts.apple.com/us/podcast/entrepreneurs-on-fire-online-business-podcast/id564001633

Check out Kate's Ditch Busy podcast!

https://podcasts.apple.com/us/podcast/ditch-busy/id1493463273

Today's Sponsor - DesignPod Studio! An unconventional marketing, branding and design company:

Check out their website: designpod.studio

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 050 - Drive People to your Virtual Events using Funnels - with Cory E Carter

Jim Cermak — Mon, 28 Sep 2020 01:00:00 -0400

What are Funnels and how can they be a secret weapon in driving traffic to your webinars and virtual events?

Cory Carter is the COO of Hindsight Hacking Media and Co-Host of the podcast Hindsight Hacking. At HHM they provide business coaching, sales funnels, graphics design, logo and branding work, Facebook Ads, Social Media content and execution and all things podcasting.

Finding partnerships the right way and utilizing the people and other businesses to compliment your offers

Physical or digital, online or brick and mortar let's talk about increasing your visibility, traffic and sales

Join Cory's upcoming Challenge:

Go to https://facebook.com/groups/now22 to register and for more details!

How should people get in touch with you?

https://nowmydream22.com

https://facebook.com/groups/now22

https://coryecarter.com

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 049 - 4 Critical Things for Improved Virtual Event Results - Plus a Bonus!

Jim Cermak — Mon, 21 Sep 2020 01:00:00 -0400

As you transition from Live Trade Shows and Events to Virtual Events and Webinars, are you frustrated with the lack of results and ROI you're experiencing? Here are 4 Critical things you must do, shift, and focus on to see your results be maximized!!

(1) Higher Your Expectations and Change Your Mindset!

Changing your mindset is the first thing you need to do. No - virtual events are NOT live events. Yes - it's more difficult to interact with your attendees. But that doesn't mean you don't go into your event with higher expectations!

Shift your mindset to one of positivity, and make sure that goes for your team as well!

(2) Set Solid Goals

This is a MUST for any event - virtual or live! Pick the right metric and then go after it with all you can muster! But you won't ever hit your goals if you don't have any.

(3) Engage! Engage! Engage!

Just like with live events, engagement with your attendees is what will lead to more leads, more demos and more sales! Figure out your technology platform and then engage with every person that is on your webinar or walks into your "virtual booth"!

(4) Follow Up!

Have a solid follow-up strategy for after the event. More critical with virtual events than even with live events to be memorable, timely and effective with your follow ups!

(BONUS!) Hold a Contest for those working the Event

You want better results? Then hold a contest and give incentives for those who strive to hit the mark! Just be sure the contest ties directly to your goals!

Let me know how you're doing during this pandemic!

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

Connect with me on Facebook: https://www.facebook.com/james.cermak.3979

Email me: jim@tradeshowu.biz

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 048 - Top Tips for Using Video in Marketing & Virtual Events - with Flex Media

Jim Cermak — Mon, 07 Sep 2020 01:00:00 -0400

FOR THE SPECIAL VIDEO TIPS OFFER – Visit: https://www.flexmediacle.com/tradeshowu/

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NOTE: The transcription below is from an automated transcription service. I apologize in advance for any errors.

On the podcast today are Kathie Zipp and Bill Baraona, owner of Flex Media. Kathie is a writer and producer with Flex Media with a decade of trade, publishing and marketing experience under her belt. With her journalism background. She combines technical writing and creativity to craft words that help companies tell stories and market messages. And Bill Baraona has over a decade of professional video production experience. And he along with his wife, Jackie founded flex media, but he's not watching YouTube tutorials and listening to marketing podcast which constantly allows him to be trying new things like combining different production styles with emerging technologies to deliver clients type of live video event he loves spending time with his family.

Tell us a little bit first about flex media and all the things that you guys do.

Flex media is a video marketing company. We're located in Cleveland, Ohio. And really the company was kind of founded, at least from my perspective, when I originally started it under the idea of helping clients get more out of their videos that they were creating at the turn. At that time. I didn't really know too much about video marketing or even what that looked like. But I just knew that when a client would get a video and they had worked with the larger production house because I had worked for some in the past that they would spend 10s 20s 30,000 For a video, they put that on YouTube. And then they would get maybe 10 2030 views, most of them probably from family members and friends. And I just it bothered me that they weren't getting a return on investment. And it really just didn't make sense to me. Why would you spend all this money for a vanity piece? You know, it's more than video. You know, when people buy a product, they're not necessarily always looking for the specific thing they're buying, they're looking for a solution to their problem. So at flex media, we try and provide those solutions by implementing video marketing and strategy into our videos. Before we even start creating the scripts or creating the video that way our customers are successful with the choices that they're making and the people they're trying to bring in.

I like that, and that sounds a little bit different than just as the traditional, hey, build me a video that you're actually starting with the strategy in mind for the for that your customer to really help them get out of those results. So we're thinking about virtual events. We're thinking about these these times when we are we don't we're not face to face with our customer. How can video help in that engagement and keep people engaged during the the webinar during the event, things like that.

The big thing with video is and this is kind of across the industry and what a lot of professionals have said is it's the way that most people prefer to learn. It gives your mind a mental break really like you don't have to read you don't have to necessarily always be paying 100% attention because the visuals help with a knowledge transfer. So by using video in your webinars by even including it, like if you're going live, for example, and you say hey, we're gonna take a break here so I can show you a short video. There's a lot of people said there's like a, I guess, connection between watching a video and professionally and actually watching a video like a movie. So you really don't feel like you're working you feel like you're getting to kind of like slack off. But really the knowledge transfer is absolutely unbelievable. One of the stats that we always bring up to our clients and our potential clients, when we do webinars is viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text, and that was actually discovered by wire buzz, which is a video marketing company in Arizona. And it really to me just shows how powerful video can be when you're thinking about people learning at faster rates.

Wow, that is a startling statistic 95% of retention of information watching a video versus 10% when you read Wow, that's That's powerful. That is really really powerful. And I totally get it. But I love what you said about you know, when we get to where we're watching a video, we felt like we're slacking off a little bit. Maybe not. Maybe that's not the the attitude we take but As soon as you said that I thought of when I'm listening to somebody, and I'm paying attention, but there's other things going on and I'm trying to take notes versus, and then they say, Okay, let's watch a short clip. Now I'm like, Okay, I'm gonna sit back and put my pen down. I'm gonna watch. Now I'm focused on that. So you're right. It's our whole, my, your whole body just kind of changes a little bit to it to a different posture. That's fantastic. Well, let's go ahead

and say, and really, it's just the way people prefer to learn if you think about it, I mean, when you think about, you know, sitting back and watching a video, like you're saying, like, it does kind of change your posture. But even like in social media, for example, like I challenge everybody listening like the next time you go to a website or to a social media page, and you see a video at the top of that website or a video on that social media feed. I challenge you to try and not click the play button because everybody kind of wants they want to do that. They want to get that information easier. Because reading takes effort, and, you know, it burns mental calories, and if you think about Donald Miller's building a story brand, you know, He always talks about how your brain has so many mental calories that you can burn a day and after a while, you know, you get if you get confused or there's too much to do, you kind of get frustrated with it and just move on to the next task because your brains trying to conserve that energy, in video actually allows you to consume that a lot easier than if you were to read, you know, paragraphs of text or even like try and go through multiple graphics and try and make sense of something.

Right, and people learn in different ways. You know, if you think about it, some people are visual learners and some people, you know, prefer to listen to a lecture or something and, and, you know, some people, you know, need a little bit of both. So, you know, if you have a video, it really covers all of that the visuals, the audio, and it's a good cover, I think to share a message no matter how people prefer to consume it.

Such great points and Really is hitting home here, because I got to share a quick story that that that proves this point. This was a couple months ago, and it was late at night is probably close to midnight, and I went to go lock my back door. Everyone was in for the night everyone's asleep when the lock back door and the door handle came off my hand. And I'm like, Oh shoot, I've never done this before. What do I do? And thank God there was a 24 hour 24 hour hardware store close by that I was able to go pick up a new door handle, but I didn't like I don't know how to install this thing. So first thing I do I pull up YouTube, how do I install a door handle and within 10 minutes I I wasn't reading something I was watching someone physically do it and so it took all that mystery out of it. That if I were to read those instruct same instructions, I would still be going Am I doing it right? This way I got to see someone doing it right. So the power of video and I've seen some of the work you guys do and that's You do and that's what video does so well is helps take that mystery away and like, like Bill, like you said, the learning transfer is so much more immediate and more permanent, because you can pull those images up in your head over and over and over again versus that text, which may never be pulled up again in your head. So great points. Let's talk about strategy. Because that's where you said the starting point is, obviously, that's so important, but give some general tips for creating a video strategy.

So yeah, absolutely. So the first thing that I would tell everybody and we tell all of our new clients or anybody that we're even trying to explain the process to, is you want to figure out who you're talking to first. So really, and this is no different than any other marketing strategy, you know, who is your ideal buyer, who's your target market? And really, what you want to look at is you want to look at who you already are selling to and you want to look at, you know, who is your product for and try and find between those two things, you know, get that perfect avatar in your mind of who you would be talking to. So we do that with everything we do, whether we're creating our own videos for ourselves, for our clients, even with some of our podcasts and media that we put out there, we get this idea of the person we're talking to we give them a name, we talk about their background, you know, what are their pain points, you know, what are they doing in their free time? You know, what are they trying to do with their business or in their job role. And then once we identify that it allows us to really get a clear message across to that person. And after you get that message across, the next thing we start to look at is okay, so what does our product do outside of that, so that person served by the product or the by the service and is there somebody else so you start to identify multiple different personas or multiple different target markets for your product or service. And then once you go from there, then you can start to understand their buyers journey and how they're actually purchasing your product. So if I was that ideal buyer, where am I going to get information? Am I going to YouTube? You know, am I going to Facebook, you know which platform is going to be better or even LinkedIn, whatever platform you're trying to use. And then once they get to your website, okay, so now what's their path to purchase? from there? Once they get to your website? Are they you know, going to be coming to your homepage? Are they going to be watching that video and working their way down? So web page layouts, a big part of that as well? And then ultimately, you know, what's the call to action from there? So they get to your videos, whether it's on social, whether it's on your webpage, and how are you getting them to commit and reach out to you? So what's your goal? And we always tell our clients it's important to define our goals in the beginning because that determines down the road whether or not we are successful and then we know going into the next video whether or not we have to adjust our strategy because as I'm sure many people have no know if they've ever done any marketing. Marketing is not exact. So you really have to try and split test what you're doing and really watch your animal Linux and make better decisions the next time around. Bill such

that makes so much sense and what you said about creating that avatar. For everyone listening, how many of you have actually done that before go into an event or a live event or are having your virtual event your webinar? Are you thinking in big general terms that Oh, we're speaking to this industry? Are you speaking very, very specific, like Bill said, you're actually picking a person. Maybe this is a female that's age 35. And she is the marketing manager for her company and she is a single mom and has two kids at home and she enjoys working out and running and doing five K's and you know, are you getting that specific? Because if you really want your video or your message to be heard, you have to know your Your audience to that degree, obviously, you're, you know, by getting that specific, you're not, you know, you're not going to hit everybody but your message is going to resonate with a much wider group in a much more specific way than if you're just making if you're just saying, Hey, I'm making this message to everyone in this industry. So just make sure that you are going that deep and that is a that's fantastic the way you said that

one thing to Jim for, you know, for everyone listening, you know, once again, just like I said, Before, I was challenging you to like, try not to click the play button next time you watch a video, and whatever it may be, whether it's a YouTube ad, whether it's you know, video on somebody's website, and this isn't specific to videos, this is really marketing terminology. I think the biggest thing that people think about is they think that video is the silver bullet and once they get into video, like every marketing principle just goes out the window and we kind of have to reel everybody back in. Whether that be business owners, you know, marketers, whatever it is, and really explain like, you know, the principles don't go out the window. You still have to use the same principles. And actually, what video is it's a delivery method. So it supercharges your results because people can learn faster. And because people prefer to learn that way. So the next time you watch an ad or a video, if you're watching that, and all of a sudden you're like, Hey, you know that that speaks to me, I feel like that, that that's all me like that person, everything they're saying that that's relates to everything I feel, I guarantee you that person started with putting together an avatar, you're falling within their avatar, maybe not specifically, like maybe their avatar was, you know, a male and maybe you're a female or maybe their avatar was, you know, somebody that was in their, you know, early 20s you might be in your 40s but that what happens is when you get specific like that, you start to really improve your messaging. And then once you improve your messaging, you start to pick up I don't really know how you would want to put this like maybe we could just call it loose change. I don't know all that loose change. So like it's not, you know, you're not getting, you know, the quarter you set out to get but you're finding you know, nickels and dimes and things like that. So you're really just kind of getting everybody but that messaging is so specific, that it allows you to reach more people

love it. I love that analogy of the loose change. So you're you're picking out that one quarter in that big pile of dollars and dimes and pennies and nickels. So make sure you're you're get you're reaching that wider audience as well. But that that specific specificity is really what's going to help you there. Do you have anything that anything specific that you go through when you start working with a client that can help the people that are listening today? I also go through some similar experiences or similar exercises to create their strategy.

Yeah, one thing that I can touch on a little bit, and I think Kathy can maybe even talk about it a little more, because she might know more of the specific questions but like, you know, we always send our clients, we call it a pre production worksheet, and we'll actually use that As well as we actually borrowed wire buzz. So I mentioned earlier in Arizona, they have a topics worksheet and we actually borrowed that and kind of made our own version of that. And those two worksheets together, basically, we'll start off right away with our clients and say, fill this out. And this is before we even really have an initial meeting with them. And there's a bunch of questions on there that we walk them through that get help us get more specific in terms of you know, what they're looking to do. And some of these questions. It's, it's interesting, because we've had clients, you know, say, you know, I, I've never even thought of that. And I know like, one question I can think of offhand is like, you know, who are your top three competitors. And a lot of that for us is we like to look at the top three competitors that they, you know, are looking at and see what they're doing. And what's a little unique for us as we are very detailed. So we might have actually already looked at those competitors before they gave it to us because we always like to look at before we even meet with a client, you know, their industry and who's doing what, because we can look and see who's being successful. Who's not have been successful, maybe an area that's not even being used. But, Kathy, do you know, any other topics? Maybe that might be helpful for them to think about outside of that?

Yeah, definitely. I mean, like you were, you were kind of, you know, talking about some of the questions that we have on our call, like our pre production form and, and like Bill said, you know, we do really spend time looking at the website, you know, your website and all your collateral that you do have already because by the end of this, we really want to be able to almost, you know, be like a salesperson for your team. You know, we we need to, to understand your product or service to the level that you're a salesperson would, because that's how we really can, you know, help you craft the right message and make sure you're reaching the right audience, and really make your video effective. So we do we ask people to do things, you know, like, why are you having this video created? You know, what do you hope to accomplish? Sometimes people don't have an answer to that question. And like Bill said before, you know, you really want to have a strategy, you know, either existing or we can help you to make sure that you know, you know exactly who you're talking to what you're trying to say. And like most of the competitors, you know, what separates you from some of your other people in your industry competitors or, you know, other businesses. What do you feel makes you unique? That's something that people don't always think about either. But those are really important messages. Because you know, you want to be direct in what you're saying, you have to know what those you know, two or three things are those points that you really want to get across. Because that's also a challenge sometimes is really narrowing in on you know, the topic or exact focus of, you know, what you're trying to convey in your video. So, questions like that, I think really helped people, you know, start thinking when we're talking with our customers about strategy, and gives us a point, you know, as an outsider to say, Here's maybe some gaps you're missing too. So that's the way that we always kind of like to begin working with with our clients.

So, so good. And and this for everyone listening. How are you unique pushing your clients to think about how they're different is so important because at the end of the video, how many times have this and everyone listening? I want you to think about this. And Kathy and Bill I sure you could share stories you get to the end of a video and you're like, wow, that was entertaining. That was good. That was a it was a good video. Okay, what was the company? I have no idea. And, and or I think it was this company, I think was this company and it just blends in because they're not saying anything unique and may may have been, may have been entertaining, it may have been informative, but it's not saying anything unique and it could be any company in that space. So pushing yourself and I want you to really, really think like Kathy said, How are you unique? How are you different? even think of it this way? What is something you can say about your business that...

Ep 047 - Tips from Display Builder that Pivots to Virtual Displays - with Adam Sublett

Jim Cermak — Mon, 31 Aug 2020 01:00:00 -0400

Adam Sublett is an Account Manager at Benchmark Craftsmen - a trade show display builder that has been working with some of the largest brands in the US for decades. Adam talks about pivoting for survival during this pandemic.

Adam started full time at Benchmark in 2007, but has always been involved in the industry being third generation in the business. His career started on the service side supervising installations and dismantles of tradeshow booths and other exhibits all over the country. After that, Adam took what he learned on the road and relayed that experience into managing production for the better part of a decade.

He has managed key accounts for the company over the past few years including Diebold Nixdorf in North Canton, Ohio and Harley-Davidson Motor Company in Milwaukee, Wisconsin. Most recently, Adam has been focusing on the overall operations of the company.

Adam's top tips:

Tip #1 – Be steady and kind. The work we do in the trade show industry is challenging enough, certainly it can be stressful at times – a bad attitude makes that 10x worse. That’s something I have been trying to work on myself over the past few years (some days are better than others, admittedly). Try to have some fun with it all.

Tip #2 - Travelers out there – keep a notebook and write down all the cool restaurants or scenic spots that you go to. I feel like I failed miserably at this early in my career when I was traveling a lot – I would go to some great restaurant and never bother to write the name down. I would always try to remember that spot the next time I was in that particular city – and I never could. I worked with a guy that did actually keep a restaurant journal and now I have to bother him every time I travel and get the name of a cool spot in Chicago or Atlanta.

The top 1-2 takeaways you have for the listeners

I think as an industry, we find ourselves in a frustrating situation that we can not just work harder, or longer to fix the problem. Our industry is not loaded with patient people, I know I am not – but that is what we have to do right now. We are born problem solvers, so it is hard for us all to sit and spectate from the sidelines.

I think that our community has been impacted harder than most other industries during this time. We were one of the first to be shut down and will most likely one of the last back to relevance. I think it’s important to reach out to our elected officials and ask that they support the live events industry in the coming months. For so many small businesses, it is literally one day at a time and we will need the help to stay alive until live events return.

Check out the HiVe 360 demo:

https://benchmark-virtual.com/DEMO/

The HiVe 360° online experience is a tool to communicate, connect and engage. HiVe 360° expands your message.

Our goal is to merge the practicality of a live event with the functionality and innovation of the emerging virtual technologies.

Using your investments in custom event assets as the building blocks these will be pre-set, merchandised and digitally captured using your existing and new properties and demos to create an exclusive experience reflecting what your customers are familiar with.

The hybrid approach of functional reality and virtual engagement brings the hybrid event platform to life without feeling like a video game or phone app.

How to Get in Touch with Adam:

www.benchmark.us.com

Adam.Sublett@benchmark.us.com

Adam Sublett on LinkedIn

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 046 - Emerging Trends in Virtual & Live Trade Shows and Events

Jim Cermak — Mon, 24 Aug 2020 01:00:00 -0400

Never thought 5 months ago we would still be in a place where we didn’t know when live events were going to be back full steam again. Thought a month or two at most, but we were all wrong – and not in a good way.

So where are we headed? What are the emerging trends in the industry? I’m going to talk about 5 trends I’m seeing – and these are backed by industry research. But before I get to that…

Over the past few months I have had people ask if I was going to continue doing my podcast since Covid wrecked the trade show industry. And I gotta tell you – I wondered that myself at the beginning. Many stopped listening, but many new listeners came around when I started doing more episodes about virtual events and how to get the best results from those. I never stopped because so many depend on trade shows coming back. And I know that live events will come back eventually, and companies are going to need help more than ever doing them right and getting the info on how live events will be changing!

But the reason Why I do this podcast has not changed from day 1. I saw an opportunity to help companies get better results from their trade shows, conferences and events. I would see exhibitors make the same mistakes over and over at every single show leaving with results far below what they could get. I thought, you know what Jim – these companies could probably double their results if they just knew how to do things better.

So I created this podcast and continue adding value every week just to help you all. I want to see you win! I don’t ever put out an episode with the intention of giving no value. I’m sure some resonate more than others. But I just want to help!! And right out of the gate I got testimonials of real results coming from the information in the podcast. That is awesome! And now I’m hearing of results coming from virtual events as well.

So I want to ask you 3 quick easy favors.

1. Let me know how I can help you. What are your biggest challenges when it comes to trade shows or virtual events? What are you struggling with most? Please let me know so I can hit those topics or bring on the best experts to get the answers you need! Search for me (James Cermak) on Facebook, connect, and shoot me a DM! Or email me at jim@tradeshowu.biz.

2. Please share this podcast with others! Who do you know that’s in business that does

3. Please subscribe!

And if you haven’t gotten my absolutely free Goal Setting Workbook for Trade Shows – get over to my website at tradeshowu.biz and put in your email! Then I’ll email you your guide in 24 hours – just be on the lookout for an email from me!

Ok – so for those of you who have hung with me throughout this crazy journey – thanks! And for those who are just now coming on board, go back and listen to past episodes and learn! Take notes! I have had people say it’s like a Masterclass on Trade Shows. That’s why I say I’m here to help you get your PhD in ROI!

But right now today in August 2020, where are we? Still so many unknowns. It’s really frustrating. Virtual has become the norm for trade shows, conferences and events for right now.

I was listening to an interview yesterday with John Maxwell, one of the world’s top experts on leadership, and he said something that really spoke to me. He said think about being in an unknown place and you have to head home, it’s night, it’s dark and no streetlights. Your headlights on your car will only shine about 300 feet, but that’s enough to get you going.

In the darkness perfectly describes the industry, and think of Trade Show University as your headlights to get you moving in the right direction!

But how about for the foreseeable future? What trends are emerging? Let me tell you about what I see out there.

1. Virtual and Hybrid are going to be here for a while. While in a recent global research study of over 9000 exhibitors and attendees done by research specialists Explori, about 2/3 of companies said event cancellations have had a negative impact on their business mostly because they don’t have the ability to build brand awareness as effective as at live events. Part of this is because we are still figuring out how to do virtual well, and even the best and coolest new virtual event platforms out there can’t replace face to face connections and interactions.

2. Social Media connections will be happening sooner – as soon as someone registers for an event

3. More engagement through Virtual events. As we continue forward, companies will learn that engaging with the attendees is what will bring results. I have talked with multiple companies that held virtual events and webinars and got little or no results. Turns out they held their event and thought their great content would be enough to have people hand them orders. Don’t make that mistake! Learn how to engage people throughout the event for your best chance to make the connections you need which will lead to results.

4. VR and AR will become more part of virtual and live events – think experiential. One of the best parts of trade shows is getting your product into peoples hands, or getting to have one-on-one conversations on how your service will meet the needs of the attendees. Technology is being rolled out that will allow attendees to experience your offerings either virtually, or without having them handle anything. Think safety!

5. Live events will be designed with health and safety in mind. Before finding out who’s exhibiting or what cool city the event will be held, or who the keynote speaker is, companies want to know will our people be safe. So you will see mandatory mask wearing, hand sanitizing stations everywhere you look, scheduled expo hall hours so not everyone is hitting the show floor at once, and booths spaced further apart - among other things. Event organizers are working hard right now to get these things in place so live events can come back as soon as possible.

So there you go – 5 emerging trends to keep an eye out for and see how you can take advantage of them to make your events more effective!

And right now get over to tradeshowu.biz and grab my free Ultimate Guide to Goal setting for Trade shows! Drop your email there and I’ll get your guide to you within 24 hours!!

Stay safe, stay healthy, stay encouraged and be bold using virtual and live events!! See you next time here at Trade Show U!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 045 - 9 Creative Ideas to get Sponsors for Your Virtual Event

Jim Cermak — Mon, 17 Aug 2020 01:00:00 -0400

How do you monetize a virtual event? You’re still putting in a lot of time, money, energy and resources, and now in a new platform that you’re not completely familiar or comfortable with. So you may need to recoup some of those costs or how about even making a profit??

Some of you considering a virtual event may be a single company looking to reach out to your audience. Others of you may be trade show organizers trying to make the change to virtual events.

But talking with some folks who are going virtual for the first time, they are having a really tough time getting vendors and companies that were sponsors in the past for live events to sponsor virtual events. Some just don’t understand what they can get for their money, what kind of exposure they will have – and its up to you as the event organizer to educate them on this. That is your only chance.

1. Show value to the sponsor

2. Make the amounts appropriate. Your costs are probably going to be considerably less, so if you charged a sponsor $5000 last year to sponsoring a networking event, maybe bring the total down to something more reasonable. You can still make the same profit from your event!

3. Appeal to continuity of long-term sponsors. Important to continue building relationships – especially during this time

4. Consider bartering, trading in-kind services

With the world and business landscape changing, Companies all over are looking for new ways to reach out to new customers. Make it easy for them!

So what can you offer to potential sponsors? Many of the traditional sponsor opportunities aren’t available – or are they. Things Like lunch, lanyards, tote bags and more may seem unavailable but I’m hoping to get you to think in new ways today!

So here’s 9 Creative ways to offer sponsorship opportunities for your Virtual event. Many of these are creative takes on what is done at live in-person events. So be sure to not stop at just these 9 – grab your team or reach out to your vendors and past sponsors and brainstorm new ways and opportunities to make this a powerful event for all!

1. Mail out an event Program – this can be extremely powerful! At in-person events, there typically is an event program handed out to everyone. Many of these never get read, or maybe just skimmed over. But with a virtual event, having a physical program arrive in the mail will grab people’s attention! Not only will they read through it prior to your event, but you can reference it often during your event. Love this!

2. Mail out sponsored gifts – use your creativity to send out logo’d items that meet the theme of your event or bring value to your attendees. Or can be special ones just from your sponsors.

3. Event Swag Bag – you know the tote bag or backpack full of literature and promo items you get when you show up at an event. You can do this! And you can do it physically or digitally.

· To do it physically would be how show organizers do it today. Have sponsors pay to have their literature or giveaway items put into a special event bag – and that bag would be mailed out to all attendees. Again – having something show up in the mail can have tremendous impact.

· To do it digitally means that everything your sponsors would include in the swag bag would be digital or electronic. Things like pdfs of literature, access to white papers or exclusive videos and training, discount offers, e-gift cards and more. Get creative and offer value to your sponsors AND attendees!

4. Sponsored Drawings – one effective way to have attendees stay with you throughout your entire event is to have prizes at various times and at the end where the winner must be there. The sponsors can either pay an amount to cover the cost of the prizes, or donate the giveaway prizes, or some combination of both.

5. Scavenger hunt or bingo card – these are done at a lot of shows to get people to visit several booths or all the booths if it’s a smaller show. Attendees get a card where they have to get a sticker or sign off from each booth, and then when they complete their card they turn it in to win prizes. For your event – mail them a card or include it in the program, or have it downloadable. For each booth or company they visit, they get a special code. Or if you’re doing your own event, then give them a special code or keyword for attending different demos, seminars or workshops. Add in prizes and you have a great way to keep people engaged.

6. Wearables or items to display at certain times – the one thing we get at every live event is a lanyard imprinted with the sponsor’s logo. It becomes like a souvenir and I have a ton of these hanging on my wall from the many shows I have attended. I call them the battle scars I’ve earned as a trade show warrior!! So who says just because it’s a virtual event that you can’t still do lanyards! A great sponsored item which can be mailed out to attendees. Can even give a prize to someone who wears their lanyard during the event. Same can go for t-shirts, buttons or other items which you can give away prizes for wearing during the event.

7. Sponsor a lunch or dinner – will your event go through the lunch or dinner hours? Why not have someone sponsor this! You can even coordinate local food delivery to happen for your attendees at the same time! May be a bit more work, but how cool would it be to say Lunch included with our virtual event? Or to keep it simpler, you can send e-gift cards so attendees can get their own lunch or dinner. Companies like Door Dash and Uber Eats offer gift cards so this is definitely doable!

8. Keeping with the food theme – kinda – is an after-hours Wine or Alcohol networking event – these are typically the highlight of many shows to give attendees the opportunity to network in a more casual setting while enjoying a drink or glass of wine. Your sponsor can pay for a small bottle of wine or liquor to be sent to each attendee (or those who sign up for this extra event) and maybe even with a glass with the sponsor’s logo!

9. Virtual Marketplace – as part of your event, especially if exhibitors typically would have taken orders at the live event, is to have a way for attendees to order products or services from your exhibitors! There are so many affordable and powerful online store platforms out there which can be used to make this happen.

So there you have it! 9 very do-able ways to get sponsors for your virtual event! And as you saw there are many of these 9 which are just variations on things already done at live events today.

So are you ready to not only make an impact and make great connections, but make a profit as well? Yes – make money at your virtual event!!

Did you get value from this today? Then be sure to subscribe to Trade Show University on whatever podcast platform you listen to so you never miss an episode!! And be sure to go back through and check out past episodes – you can double your results!! I promise you. Send me an email to jim@tradeshowu.biz!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 044 - What a 5-Star Restaurant taught me about Trade Shows!

Jim Cermak — Mon, 10 Aug 2020 01:00:00 -0400

Head with me to Charleston, SC to Hall’s Chophouse! Hall's Chophouse is a 5-star, family-owned and operated restaurant in downtown Charleston. They are known for their steaks, service and overall great food.

So how did this amazing restaurant teach me so much about getting better results at Trade Shows and in Business? Let me go through my experience again and tell you some powerful takeaways you can use.

Waiting in line outside when one of the owners – a member of the Hall family – popped out of the door and greeted every single person in line.

--- How are you greeting people at your exhibit? Do they feel special? Or like just anyone else? Or like they’re bothering you? Be happy and excited! If you knew that this was going to be your best customer ever, how would you greet them?

--- If you’re running a promo like a prize wheel or something that causes a line of people to form, send someone out to greet each person and thank them for coming. Also get them qualified and ask them questions while they’re standing there.

--- Think about it – at Hall’s, it was my first time being there and I’m waiting in line outside. My first thought was, maybe we should go somewhere else. But when someone came out and greeted me and sincerely thanked me for being there, there was no way I was getting out of line.

Inside there was a jazz trio playing right by the door, and A lot of talking, a lot of laughing, smiles, people all around having a great time.

--- So how are you setting the tone at your booth?

--- What’s the atmosphere you’re setting at your booth? The lighting, the mood of your staff, the messaging, the colors. Is it inviting? Does it draw people in?

--- How about this question – if you were walking by your booth, would you want to walk up to it?

Once seated, had two people serving our table. Again – setting the tone that this would not be average service.

--- Do your customers know more than just you at your company?

Brought out a cutting board with several steaks and our Main Server went through their specials describing each dish in a way that made your mouth water.

--- How are you describing your products and services? Are you separating yourself from your competitors, or fitting right in with the pack?

--- Think about it – you may have the best product on the market, but if you’re just using generic terms to describe it, then you’re now a commodity. And you’ll be fighting on price instead of getting a price you deserve.

Everything that arrived at our table was a feast for the eyes!

--- Are you putting your best foot forward? Does your booth look good? Is your literature neat and filled? Are your giveaways neatly placed out? Did someone leave a coffee cup in the middle of your counter? Be sure to have someone in charge of getting the booth straightened up and keeping it looking the best at least a couple of times during the show.

And of course, the food tasted as good or better than expected.

--- Make sure if you’re doing product demos that your product works! I have seen things go wrong a couple of times over the years. One time the product which was sent out to do demos was defective. So frustrating! Another time saw a company with a software product and they were relying on their own internet hotspot to run their demos. However in the hall the internet reception was horrible. So they kept getting stuck. Not a good look and can be avoided!

--- Here’s a Pro Tip – if you are going to be relying on internet service, go with the service the trade show is offering. So many convention centers and halls have bad cell reception, so be sure to make the right decision. This is not something you want to pinch pennies on.

--- And this goes beyond trade shows – this is important in business as well. Make sure your products and services live up to the expectations you set! Nothing can sour a customer more than a product that doesn’t perform to the level you promised.

Then that moment when they cleared off our table – unreal!

--- What are you doing to create WOW moments for your attendees? How can you be more memorable in a positive way?

Then on our way out, we were thanked by one of the owners.

--- How often do we go out of our way to thank our attendees for stopping by? Or effectively follow up in a genuine way that makes people truly believe you appreciated them stopping by your booth – whether they become customers or not.

So there you go! How this amazing 5-Star restaurant taught me about how to better work trade shows! I encourage you to Go back through this episode and listen again and take notes about what changes you can make. It’s time to truly WOW your attendees!!

And if you ever find yourself in Charleston, please make your way over to Hall’s Chophouse! You will be in for an amazing experience.

VISIT HALL'S CHOPHOUSE: https://www.hallschophouse.com/

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 043 - Industry Trends & Advice to Double Your Show Results

Jim Cermak — Mon, 03 Aug 2020 01:00:00 -0400

Welcome to TSU. This is going to be a different kind of episode, but we are in different times right now!

I’m going to give you a quick update on what is happening out there in the Trade Show and Live Event industry, share some comments from one of the industry leaders, and then give you some words to help fuel your results.

If you’ve been listening to some of my episodes over the past few months, you know I am a big proponent of getting back to live events. I’m also a big proponent of getting results! I understand that right now for the vast majority, virtual is where its at. That’s why I have been featuring tips and techniques for getting better results from your virtual events. And I’ll continue to be doing that and featuring new platforms and initiatives in the upcoming months.

However, I want to point out once again how critical it is to get back to live events. There are so many jobs affected and so much economic impact not gained whenever a live event is cancelled.

It starts with the event venues and their staffs, the marketing and planning companies, the printing and display companies, everyone involved in travel – including airlines, rental cars, uber and taxi, hotels, parking, restaurants, catering, and the list goes on and on. Not to mention all the tax benefits an influx of cash does for the host cities.

Back in Episode 41 I had on 3 leaders of the Go Live Together initiative including the CEO of IAEE, CEO of CEIR (Center for Exhibition and Industry Research) and Sr. VP of Strategy for Freeman. They talked about the over $1 Trillion impact live shows and events has on the world economy. $1 Trillion! Think about that number. And over 1 million jobs affected.

So virtual is great, and it’s getting more effective. And you gotta take advantage of every opportunity that comes your way. But it’s never going to completely replace the opportunities and impact of live events!

Here’s the kicker – and it was brought up in the Go Live Together episode. Think about those serendipitous opportunities – those chance encounters that just happen. Someone you sat next to at lunch or at a workshop or wherever. Those simply don’t happen virtually.

And how about the small company you never heard of that lands a huge account because they were at the show and did something to grab the attention of an attendee. Or the huge account was that person they sat next to at lunch! All these opportunities pretty much disappear.

Health and safety is the main hurdle right now. Show organizers around the world, and organizations like Go Live Together, are working with each other and with government leaders to make these venues and events as safe as possible so we can get people working again, get that $1 Trillion back into the economy, and get the opportunities back for everyone.

In a research study just done recently by Enigma Research and Exhibitor Magazine they state that 89% of people who have traveled to a live event in the past 2 years would travel to another event in the future. So the desire is there!

I encourage you to go back and check out Episode 41 on Go Live Together – such an important episode! And if you are doing Virtual trade shows, I have several episodes with tips and tricks to get the most out of these events.

Before we go on to the next topic, let’s talk about something that plagues so many exhibitors out there – and that is having results that underperform and are underwhelming. You know the #1 reason companies underperform at shows?

The #1 Reason why companies don't get the results they want from these events is that they don’t set good solid GOALS!

I’m here to help IMPROVE YOUR RESULTS! 👈

Get my exclusive Ultimate Goal Setting Workbook for Trade Shows, Events and Expos at NO CHARGE!! 🔥

This Workbook takes you through the SMART Goal setting process for:

✅ Creating your Main Metrics

✅ Pre-Show Goals

✅ In-Show Goals

✅ Post-Show Goals

✅ Individual Goals

✅ And more!

⭐️ Plus a BRAND NEW section on Must-Do’s for VIRTUAL Trade Shows & Events!

This will be a tremendous resource for your company that will help you Improve Your Results. Plus you get it absolutely Free!

💥 Just go to www.TradeShowU.biz to get your copy!! Get it today because this is the kind of information that can literally double your results! So pause this right now, and get over to tradeshowu.biz! I can’t wait to get it in your hands!

I want to take a couple of minutes to talk about mindset. Right now is the weirdest, most uncertain time in our history. I talk to companies all the time that are saying they have decided to not do any shows of any type for the rest of 2020, and maybe even 2021.

They are looking at the short term savings from travel, booth space, shipping the booth, and all the other costs that are part of trade shows. They compare these savings and see what their shows did in the past and say, maybe we’ll not do shows anymore.

Don’t make this mistake. There are so many positives and intangibles for just being at a show. Things like branding,

And listen when I tell you this – and I want to be crystal clear so please listen. If you are not getting the results from shows that you need or expect, then it’s probably not the fault of the show. You need to make changes. Period.

You have to have a plan of attack for these shows. You need your entire team on the same page, and everyone has to be there with goals in mind ready to perform. Ready to make connections. Ready to crush your goals.

I have helped companies double their results from show to show – and its not rocket science. Just takes some planning, strategy and training. Heck I even had a listener say they got 250% increase in leads just from listening to the podcast! That even blew me away!

So just listen to past episodes to all the tips, info and the expert interviews. This stuff is powerful and its free! And if you want some help getting to the next level, then reach out to me! I would love to help!

But this isn’t about me – its about you. And your mindset. If you’re making a commitment and investment into a show – virtual, live, whatever – be all in! Make the commitment that it will be the best show you have ever done! Grab my Goal Setting Workbook at my website tradeshowu.biz and work it!!

You got this. You deserve it, and your company deserves it! You invest too much time, money, energy and resources to not have it pay off huge! So make the commitment!

You with me? If I didn’t lose you and you’re nodding your head right now, way to go! Let’s do this!

Thanks so much for listening. If you like this, I would so appreciate you leaving a review! I love reading those! And also subscribe so you don’t miss any episodes!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 042 - Your Mindset & Your Story Lead to Connections with Eddie Thomason

Jim Cermak — Mon, 27 Jul 2020 01:00:00 -0400

Eddie Thomason is a best-selling author and inspirational speaker who helps empower youth and young adults to shed self-limiting beliefs to pursue a life that they’re passionate about living. He is a connector of people, and knows all about the importance of mindset.

Eddie's Top Tips:

- To best engage with your audience, share Your Story. Your story helps start the relationship building which is critical to sales.

- Products Tell – Stories Sell!

- You don’t get what you Want in life…You get what you Expect! At Trade Shows, if you expect to have a bad show, you’ll have a bad show. Expect greatness!!

- Always be thinking, “How Can I Serve?”

- Leave A Legacy! What is your brand??

Get Eddie’s Book Unlock Yourself:

Go get Eddie’s book: Unlock Yourself: How to Earn the Success You Were Born to Create bit.ly/unlockyourselfbook

Also, there’s a free workbook to download @ https://eddiethomason.com/unlockyourself where they can APPLY the knowledge they learn inside of the book.

Contact Eddie and to learn more:

Call or Text: (607) 624-4168

Email: eddie@eddiethomason.com

LinkedIn: Eddie Thomason

Instagram @eddiethomason_

Facebook: @thomasoneddie

YouTube: Eddie Thomason

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 041 – GO LIVE TOGETHER – How industry leaders are trying to save jobs and economic impact

Jim Cermak — Mon, 20 Jul 2020 01:00:00 -0400

Go Live Together is a critical and growing initiative which has the potential of over $1 Trillion in Economic Impact, plus positively impacting literally millions of jobs around the world who are part of what they are calling the Live Events Ecosystem.

Honored to have these 3 leaders as my guests today:

Cathy Breden - CEO, Center for Exhibition Industry Research Foundation (CEIR) – Exec Vice Pres/Chief Operating Officer at International Association of Exhibitions and Events (IAEE)

In her work over the past 12 plus years with CEIR, she has been leading the primary research studies that prove the effectiveness and efficiency of exhibitions as a marketing medium. She and her team then incorporate those findings to promote the image, value and growth of exhibitions.

Sue Sung – Senior Vice President of Strategy at Freeman, a global brand and leader in the live events industry. If you have any experience at all in planning exhibits for any period of time, you most likely have worked with Freeman in some aspect.

In her role, Sue works with senior executives to set the strategic direction for the company. She partners with business leaders to identify, develop, and execute programs that drive performance in support of Freeman’s overall goals. Sue has extensive experience in strategy consulting across a broad range of industries, and is making a difference in the trade show and live events industry.

David DuBois is the President and CEO of the International Association of Exhibitions and Events® (IAEE).

As IAEE’s president, DuBois is responsible advocating for the industry and the organization’s members, providing organizational leadership and strategic counsel to the board. Also, he serves as the association’s representative with industry coalitions, partner organizations and strategic alliances. In other words, he’s going out every day sticking up for all of us in the industry! In 2019, DuBois was inducted into the Events Industry Council’s “Hall of Leaders,” one of the industry’s most prestigious honors.

WATCH THIS VIDEO: https://www.freeman.com/insights/what-the-future-of-events-will-look-like

How did the idea of Go Live Together come about?
We knew we had a responsibility to the live events industry (and to the economy at large) as we navigated the unprecedented impact of COVID-19. We wanted to do what we could to prepare for and accelerate recovery post-pandemic, and knew that our collective impact and message would be greater than individual ones. From there, we formed the coalition and have seen an outpouring of support across the industry.
Why is this initiative so important for the industry?
Go LIVE Together has assembled leaders from across the diverse and vibrant live events ecosystem to drive local, state, and federal legislative actions that will not only be critical to our ability to put millions of people back to work, but also for our country’s economic recovery.
The beauty of the coalition is that it is not anchored to any one company, but truly represents our collective industry.
How did you get such key industry associations and partners to get involved?
We engaged with leaders across the events industry, and word spread quickly across social media as well. People believed in our message and goals and were eager to get involved.
Go LIVE Together now has over 1,500 organizations representing tens of thousands of companies and millions of jobs, and over 2,500 members.
What are the main goals of Go Live Together?
Go LIVE Together focuses on safety, impact and legislation and have developed task forces for each.
Safety- We understand that ensuring exhibitors and attendees feel safe returning to events will be a critical first step in our ability to get back to work. Several of our partners are actively working on this issue and have created recommendations to serve our industry. We are focusing on areas including personal safety, enhanced cleaning, social density at events, entrance controls, and on-site services and management.
Impact- The live events industry contributes over $1 trillion to the U.S. economy, impacts 6.6 million jobs, and contributes $130 billion to federal, state and local taxes. It’s clear that the return of the events industry will be critical in accelerating our nation’s economic recovery and putting millions of people back to work. We have created a range of materials that industry professionals can share to highlight the impact of the events industry.
Legislation- Legislation will be key in supporting the recovery of events. We have to tell our story and get legislators to listen, and we have developed specific asks that will help our industry. These include categorizing business events as “controlled gatherings” instead of mass gatherings, as they are prepared to safely reopen in accordance with expert guidance from the CDC and health officials. We also know that attendees and exhibitors need incentives to return. And finally, our business will need protection in the form of expanded insurance coverage, safe harbor from frivolous legislation and offsets for added safety enhancement expenses, in order to reopen.

How can people and businesses get involved? How should they contact you?

Website: www.golivetogether.com
General Info: info@golivetogether.com
Media Inquiries: media@golivetogether.com

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 040 – Going LIVE & other Virtual Tools from Big Brands – with Ben Thomas of MarketScale

Jim Cermak — Mon, 13 Jul 2020 01:00:00 -0400

Ben Thomas currently serves as the Sr. Director of Publishing for MarketScale, a B2B publisher and strategic marketing firm, overseeing 16 publications. He has over a decade of award winning experience in visual direction and media creation for large scale events, Over The Top & live streaming platforms, marketing, network television, and social media. Ben decided on his career path at the age of 7, and to date has led some of the most influential brands in the world to billions of content interactions.

Ben's Top Tips:

- Think about what your audience wants to see or learn.

- Remember to Educate, Inform and Inspire!

- Try going LIVE! Grab your phone, do a Zoom call live, or if you are too apprehensive to go Live, record a video and then work the chat during the "live" broadcast

- Don't replicate what you do at Traditional Trade Shows. This looks like you're not making any effort. Have to do more to Engage with your audience!

- Own your channel!

Learn more about BrandLive:

Visit: https://www.marketscale.com/solutions/live-video/

Contact Ben and to learn more:

Email ben.thomas@marketscale.com

Visit: https://www.marketscale.com/

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 039 - What are Hybrid Trade Shows & are They the Future of Events?

Jim Cermak — Mon, 06 Jul 2020 01:00:00 -0400

The Trade Show industry is moving toward Hybrid Trade Shows and Events, but what are they? And could they be our Future?

Welcome to Trade Show University! I am your host Jim Cermak and we continue to talk virtual as the entire trade show industry continues to morph and reinvent itself. Ultimately we will get back to live events – we need to get back to live events! So much of the economy relies on live events happening.

In fact – there is a new effort happening called Go Live Together (https://www.golivetogether.com/) which is being spearheaded by leadership from some of the largest trade show industry associations! I am super excited and honored to bring you a special episode in a few weeks featuring an interview with some of the people behind Go Live Together – you will not want to miss that very important episode! So be sure to subscribe to Trade Show university on iTunes, Apple Podcasts, Google Podcasts, Spotify, Stitcher, or wherever you listen to this podcast!

Also please stay tuned to later in this podcast where I’m going to give share a story of how an organization put on a successful trade show in the middle of Covid! You will learn so much about what you can possibly do right now.

Before we dive in to today’s main topic, let’s talk about something that plagues so many exhibitors out there – and that is having results that underperform and are underwhelming. You know the #1 reason companies underperform at shows?

The #1 Reason why companies don't get the results they want from these events is that they don’t set good solid GOALS!

I’m here to help IMPROVE YOUR RESULTS! 👈

Get my exclusive Ultimate Goal Setting Workbook for Trade Shows, Events and Expos at NO CHARGE!! 🔥

This Workbook takes you through the SMART Goal setting process for:

✅ Creating your Main Metrics

✅ Pre-Show Goals

✅ In-Show Goals

✅ Post-Show Goals

✅ Individual Goals

✅ And more!

⭐️ Plus a BRAND NEW section on Must-Do’s for VIRTUAL Trade Shows & Events!

This will be a tremendous resource for your company that will help you Improve Your Results. Plus you get it absolutely Free!

Okay so in today’s episode we’re going to be talking about a fairly new trend that is popping up in the trade show world, and that is something called Hybrid events.

Like I said we need to get back to live events, and as cities are starting to open up organizers are looking to schedule their in-person events. But as they begin planning, here’s the million dollar question – will anyone come? Will they get the number of exhibitors they have previously? What will the attendance numbers be?

So many unknowns as many companies have decided to not exhibit for the foreseeable future, and many attendees aren’t going to take the risk. And even those who are open to exhibiting are asking if its worth it if the attendees don’t show up and vice versa.

So here’s what’s going on. Since Covid started, we have all seen a switch to virtual online events. They’re getting more doable, new software platforms and new capabilities are coming on line. They have quickly become the norm.

Plus just because attendees aren’t comfortable with or question the value of attending doesn’t mean they don’t WANT to attend!

So the transition to Live events has become a mix of live and online – or a hybrid of the two. So what we are starting to see is a live event happening – and of course they will look different with health and safety protocols in place. Plus these events in order to cater to the audience who can’t make it in person, will be streaming their keynote speakers, workshops and breakout sessions.

Plus they will figure out a way to have the expo hall live, online and interactive as well.

This is going to be a popular option in the short term, and may be the new normal well into the future.

Personally I like the idea as it serves audiences on both sides, and maybe even expands reach for those who want to attend in person but maybe didn’t have the budget or couldn’t have people out of the office at the time of the show.

So what do you think? Are you itching to get back to in-person and live trade shows? Or have you decided you are going to wait for a while? If shows offer this hybrid version, will that affect your decision to travel to an in-person event? Let me know! I’d like to hear from you. Drop me a note at jim@tradeshowu.biz

Now I want to transition from Hybrid trade shows over to a story about an organization which held a successful live event just last month – June 2020!

Saw this article in Trade Show News and it reads:

Finally, some news we all want to hear: trade shows are happening once again! From June 23-26, Dallas Market Center hosted a successful Apparel & Accessories Market and KidsWorld Market, drawing more than 85 percent attendance over the previous year.

Results exceeded all expectations, and show officials report consistent order writing throughout the socially distant marketplace. Buyers visited mainly from the immediate region but also arrived from more than 30 states across the Central U.S. and Southeast.

“Retailers are moving forward, and they’re eager to re-stock and renew their business,” said Cindy Morris, president and CEO of Dallas Market Center.

She continued, “Buyers arrived from many different locations, [and] they were comfortable and cautiously confident in their order writing. Supported by strong new health measures, the Dallas marketplace is safe... and ready to serve customers this summer.”

Attendee Feedback

“It’s been a great market,” said Rhonda Taub, co-owner of the Doug Taub showroom. “We’ve gotten people from all over the country...and a lot of new buyers. They felt like they wanted to get their goods early...and they’re coming back again in August [when] they’re going to do gift and apparel.”

Jaime Glas from Sparkle City, a temps exhibitor, said, “We’ve been busy this whole time...and now we’re really prepared for the next market. We have a lot of orders to go through!”

Trevor Brunt with B. b. Lila Jewelry, a temps exhibitor, agreed. “It’s been great—we have a lot of returning customers, quite a few new customers, and it’s been very busy,” he said.

Health and Safety Protocols – this is the #1 thing for listeners

The show implemented new health and safety guidelines to promote good health for all. These included requiring temperature checks for every visitor every day, mandatory masks and strict social distancing.

Operational changes included deep cleaning, no gatherings and limited food options such as individually packaged and to-go food service from multiple outlets.

Along with these new steps, there were safety measures integrated into the design of the marketplace, including open parking, large entryways, quick registration in multiple areas, wide hallways, multiple escalators and showrooms with controlled access to allow for the appropriate distance between customers.

While on campus, everyone was instructed to follow the guidelines from the Centers for Disease Control regarding good hygiene, sanitation and social distancing, according to show officials. In line with health and safety guidelines, most educational events went virtual for the show.

Here is a link to the article from TSNN – Trade Show News Network:

https://www.tsnn.com/news/dallas-market-center-holds-two-successful-inperson-trade-shows-june

There are some really strong points for anyone looking to organize a live event. And even for those who are considering exhibiting.

First and foremost – demand is there and its strong at least for retailers. They’re coming out and they’re buying!

Also – the show organizers did everything they could to raise the comfort level for everyone. Daily temperature checks, social distancing protocols and more.

And they also incorporated a hybrid model by putting educational events online.

I wanted to share this article and success story because it shows a positive step forward, even while in the middle of uncertainty and cases going up in some areas and down in others.

As you probably figured out, I want these live events to happen sooner rather than later! There’s nothing that can take the place of face to face interaction and building relationships. But I also understand that there are a lot of people and companies that aren’t ready to venture out yet. So for them I applaud efforts toward this hybrid model.

As always, I welcome your thoughts and feedback! Please drop me a note at jim@tradeshowu.biz! And don’t forget to get over to tradeshowu.biz and pick up your free ultimate goal setting guide – now with a new section on virtual events! My gift to you!

Thanks so much for listening in today! We’ll see you next time here on campus at Trade Show U! But before you head out, I want to let you know about my new Podcast – the Bizfire Business Spotlight – and the amazing opportunities it can mean for your business! Go to IWantTheSpotlight.com today and put in code TRADESHOW for a special upgrade!!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 038 - 10 Virtual Trade Show Must Do's for Success

Jim Cermak — Mon, 29 Jun 2020 01:00:00 -0400

Here are the Top 10 Must-Do's for having a successful and engaging Virtual Trade Show!!

1-Know your audience

-- What are they looking for that you can offer?

-- What are they going through? Especially now!

-- Set the right time of day – is audience business or consumer? Local, regional or global?

2-Set your strategy

-- First – think about how you usually do trade shows. Or what your best trade shows brought. Make sure you try to work as many of these aspects into your virtual shows.

-- One time live or replays available?

-- What do you want people to leave with?

-- What do you want people to do? Call to Action!

3-Set goals

-- What will equal success?

-- Don’t just do something and say Yup! We had a virtual trade show! There’s got to be something measurable.

-- If you’re ever investing time and money

4-Promote promote promote!

-- Social media, email, banner ads, etc.

-- Give incentive for people to attend

5-Get people to register for the event

-- Whether free or if you charge, getting people to register allows you to set your expectations

-- Plus once they register, they are more likely to show up

-- IDEA – get their physical address and send them something in the mail ahead of time! Mail out an agenda and maybe a promo item. You have some of those sitting around?

6-Find a sponsor or two

-- If you’re doing this by yourself, reach out to a vendor or partner and get them to sponsor your event.

-- Great promotional opportunity for them, plus helps you do more

-- They can sponsor your pre-event or post-event mailing

7-Get interactive

-- As people join in, call out their name! We love hearing our name, and it lets us know this event is actually live!

-- Not just be interactive, but encourage engagement! Give opportunities!

-- If you are planning on using the chat feature, make sure you have a moderator monitoring the chat to bring up questions and talking points

-- Call out people who ask questions or make good points. If your software allows, open up their mic for a quick discussion or bring them on screen with you.

-- Run quizzes, games and polls to get people involved

-- Networking opportunities

8-Go through it completely with your team ahead of time

-- Don’t have the first time you run through be in front of your live audience

-- Work through any tech troubles you may have

-- Have people tell you if they are engaged or if they want to go do something else

-- Are your slides or graphics easy to see and read? Less words per page, more pics

9-Know your tech!!

-- What features are you planning on using? There are so many available today.

-- If you will be having multiple speakers, know how to smoothly go from one person to another.

-- Make it super simple for your attendees to register, log in, interact – whatever you want them to do!

10-Other fun ideas

-- Did your company usually sponsor after hours networking events? You can still have one!

-- Can even send out a special box with a bottle of wine or beer ahead of time for them to enjoy during the event!

-- If it’s a longer all-day event, send out a boxed lunch to your attendees

-- Send out some swag ahead of the event and have drawings for those who wear or display it during the event.

-- If your event is going to be more than an hour or so, plan in for breaks! The last thing you want is your audience feeling trapped.

-- And make your breaks fun! Have live entertainment, run fun video clips or company videos, on screen quizzes, trivia, giveaways and more.

So there you go! My 10 Must Do’s for having a successful virtual trade show!

What are you doing? Let me know! Jim@tradeshowu.biz

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 037 - Inquisitive Culture: Your Secret Weapon - with Katherine Miracle

Jim Cermak — Mon, 22 Jun 2020 01:00:00 -0400

Ep 037 - The Power the Inquisitive Culture - Your Secret Weapon

Katherine Miracle MBA, award-winning Keynote Speaker and Marketer is the Founder and CEO of Miracle Resources. Katherine and her team have created campaigns that have increased revenue and strengthened teams for over 100 brands. Katherine is the Author of 4 books that are used by her 54 trainers in the Brand+Team=Revenue national training program, including her latest book, Inquisitive Culture, which we dive into in this episode.

Get Your Copy of Inquisitive Culture here: https://www.amazon.com/Inquisitive-Culture-Communication-Revolution-Challenges/dp/1977223478

How to Contact Katherine Miracle:

Email: km@miracleresources.com

Website: http://www.katherinemiracle.com/

Miracle Resources: https://www.miracleresources.com/

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 036 - Coming Out of COVID - Tips for Going Virtual & Why Live Events are Important

Jim Cermak — Mon, 15 Jun 2020 01:00:00 -0400

Ep 036 - Coming Out of COVID - Tips for Virtual Events and Why Getting Back to In-Person Shows is Important

** This Episode Sponsored by Audible! **

Get a Free Audiobook and a Free 30-day Trial by visiting www.audibletrial.com/tradeshowu

---------------------------------------------

Let’s talk about what’s happening right now in the Events industry. The events industry is hurting! And there are so many businesses involved when you really think of it. One big national show can bring business to the convention space, catering, restaurants, transportation, hotels, airlines, parking, and so much more. If we want our economy to truly rebound, then we have got to get back to having in-person trade shows, events, conferences and expos again!

I have heard some companies say they really don’t want to exhibit at trade shows going forward because they don’t get the results, and they were able to save a ton of money by not going to a show. If you are not getting the results that’s typically not the fault of the trade show. That means you aren’t planning for or working the shows the right way.

If that sounds like you – then contact me right away. Send me an email to jim@tradeshowu.biz. Explain your biggest struggle. And just for reaching out I’ll send you my Ultimate Goal Setting Guide for Trade Shows. We as exhibitors need to get better at serving the attendees!

Let’s go back to what Trade shows and other events mean to the economy. $101 Billion industry!

Airlines, Hotels and Convention Centers are committed to keeping people safe and healthy! They are investing millions into developing new standards, new cleaning products, new procedures, and training their staffs. And you know where probably one of the safest places is in America right now? A hotel room because people haven’t been in them in months!!

There’s a great article from Trade Show News Network which goes into great depth on what hotels, convention centers and airlines are doing. Fascinating read and I’ll drop the link to the article in the show notes.

https://www.tsnn.com/news/how-hotels-convention-centers-and-airlines-will-keep-travelers-safe

So we need to get back to these in person events not just for the industry, but to help make connections and build relationships. Face to face is where it’s at! Just can’t grab a drink or go to dinner with someone after a Zoom meeting. Plus there are so many other benefits of in-person events.

But live events are still at least a few months away. And I know companies that said we are too concerned about our employee’s health and safety to travel for the rest of this year. I get it and totally understand. But please make the commitment in 2021 – if this health crisis is over – to get back to these events. And if you don’t believe the ROI is there for you, and that’s why you’re not going to live events, contact me. I can help double results.

But for now, we have a lot of virtual events happening. Many webinars. I can probably fill up most weeks with all of the webinar invites I get. So how do you make the most of Virtual events?

As an Exhibitor:

· Learn all about the audience. You have to do an even better job connecting with someone through a screen and maybe you’re reduced to the size of a 3” square. Nearly impossible to read body language. So give yourself the best chance by learning who will be attending. What are their interests and needs. What is their industry going through. So take the time to learn!

· Turn off your email notifications and put away your phone. You want to make sure you are focused so you can deliver the most value to your attendees.

· Set goals. What do you want to take away from a presentation or a session? Figure it out and be sure to make a call to action which is directly in line with your goals.

As an Attendee:

· Commit the time to being at the event, plus time afterwards. With all the distractions of the office, or our home office, can easily get pulled away. Block out the time just as if it were an important meeting. And plan extra time in case the event goes long so you don’t have to rush away.

· Before attending, explore everything the virtual event will offer. Keynotes, breakout sessions, vendor sessions and more. Some sessions may be available for replays after the fact, so determine which sessions you would like to attend live to have the chance to interact with the presenter, and which you can watch on replay.

· Set Goals! What do you want to take away? Are there companies you want to connect with or get information from? Is there a solution you are searching for? Whatever the case – set goals!

· Turn off all Distractions including your email notifications and put away your phone. You want to make sure you are focused so you can take away as much value possible.

· Network as much as possible! Virtual networking can take place in specific networking rooms, or via direct message to other members during a presentation. You may just need to be more creative, and it can take more effort.

Please keep in mind that this is new for everyone. These virtual events may not be perfect – just cut everyone some slack as they figure things out. But if you go all in, set goals and cut out distractions, you can get great value from them.

So there you go. As we come out of COVID, hopefully you have some new ideas on making the most out of virtual events. And please be sure to plan to attend in-person events later this year, or next year if you don’t feel ready to attend this year. The industry, and many other industries, depends on it!

And if you’re resigned to the fact that you don’t get enough from shows and are ready to quit them, Contact me and we can talk through your struggles! If we could get you double the results, would that change your mind? Contact me today! Email jim@tradeshowu.biz

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 035 - Answering YOUR Questions! It's Listener Q&A #2!

Jim Cermak — Mon, 08 Jun 2020 01:00:00 -0400

Ep 035 - Answering Listener Questions #2!

This Episode brought to you by...

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Go to IWantTheSpotlight.com to see all you get, and to check out a sample podcast episode.

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Question #1 – I’ve only exhibited at one show, and got few legitimate leads. I don’t think I want to try again.

o Did you have any specific goals, and a way you were going to reach those goals? If not, this is where you need to start. You have to have a plan, and You get what you measure!

o Were you at the right show? Many times we pick the wrong show with the wrong audience and we do end up wasting valuable time and money.

o If you had the right show, and had set goals, then time to look at you and your staff. Were you engaging? Did you do what it took to engage with the right attendees?

o If you have questions like this – send me an email at jim@tradeshowu.biz so I can help!

Question #2 – I have exhibited at several Senior Expos and Health Fairs? Seems like this is just a trick or treat for attendees and they don’t want to learn about what we offer – they just want the free stuff and don’t feel they need what we offer. What would you recommend?

· Every show definitely has its share of trick or treaters. That’s ok – just let them have your stuff!

· But make them work for it! I will get you our giveaway, but you have to answer one question: Qualify them!

· There are three ways to get people’s attention:

o Emotion

o Logic

o Fear - this may be the way to go

Question #3 – Often difficult to get in front of the right contact. Waste so much time in the follow up.

· This is a great question, and I’m sure most if not all of us have experienced this.

· After the show you’re excited to follow up with the people you met at the show and you get “Not interested” or “I’m going to have to run this past my boss.”

o Make sure they are the decision maker or part of the decision making process

o One simple question at the show will help you.

o Ask – where do you fall in the decision making process? This is much better than asking “Are you the decision maker” because they may not want to admit that they aren’t.

o Their options may be I’m the lone decision maker, I’m part of a decision making team, I’m gathering information for the decision makers, I’m not part at all.

o If they answer I’m gathering information or I’m not part, then ask – who is the person I need to speak to?

· So the best way to get in front of the right contact is to ask the attendee if they are the right contact, or who that contact is.

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 034 - The Potential of Account Based Marketing with Carman Pirie

Jim Cermak — Mon, 01 Jun 2020 01:00:00 -0400

Ep 034 - The Potential of Account Based Marketing for greater Trade Show Results!

Carman Pirie is the co-founder of Kula Partners, an agency that helps leading B2B manufacturers craft digital experiences that transform how they engage buyers, serve customers, and outpace their competition online. He’s also the co-host of The Kula Ring podcast for manufacturing marketers. Combining three decades of marketing and communications experience with a distaste for the ordinary, Carman joins us to share unique insights on B2B marketing and sales.

Carman's Top Tips:

- Know who you want to sell to before you start

- Trade shows start before they start and end well after they end

- Don't ignore digital lead capture along with tightly aligned sales enablement and marketing automation

- Getting good at taking an account-based approach to trade shows makes you less reliant on trade shows

Carman's top 2 takeaways for the listeners:

- Get really good at trade shows so you may possibly need them less

- Account Based Marketing = better marketing & sales alignment

Contact Carman and to learn more:

Visit: https://kulapartners.com/

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 033 - Top 8 Tips for Efficiency & Effectiveness at Shows

Jim Cermak — Mon, 25 May 2020 01:00:00 -0400

Episode 033 – Top 8 Tips for Efficiency and Effectiveness

You want to get more leads, more sales, do more demos? Then get more efficient!!

1. Bring a tote of fix-it items

2. Take pics of all show docs and keep in phone, as well as contact info for show contacts

3. Consider using a Brand Ambassador

4. Memorize a script

From the opening questions to the quick description of your company or product, you should know what to say and say it the same way each time. This will help you be more efficient and not ramble on.

And have short, quick answers to popular questions. This takes planning and practice! It’s much easier to give long, rambling answers. Takes time to create short, succinct answers and statements. But it’s worth it!

5. Ask someone’s name and then Use it

6. Learn about the attendee first

7. Avoid small talk

8. Keep good notes

Last thing you want is to get back after a show with just a business card or contact info without any detail.

Whether its writing on back of a card, or in your lead retrieval program or however you’re collecting info, make good notes!

Special FREE Offer!!

Go to tradeshowu.biz right on the home page, sign up for our newsletter and I’ll send you at no charge my Ultimate Goal Setting for Trade Shows Workbook!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 032 - Trade Show Scams and How to Avoid Them

Jim Cermak — Mon, 18 May 2020 01:00:00 -0400

Trade Show Exhibitors are getting targeted for scams every day! If you're an exhibitor, know that you have a big target on your back for scammers!

In this episode I discuss some common Trade Show Scams and How to Avoid Them

Hotel Room Booking
Email List Sales
Charitable causes

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Free Video Training - How to pick the Right Trade Show

Ep 031 - Mastering Emotions & Facial Coding for Trade Show Success - with Dan Hill

Jim Cermak — Mon, 11 May 2020 01:00:00 -0400

Episode 031 - Mastering and Understanding Emotions & Facial Coding for Trade Show Success!

Interview with Dan Hill, PhD, owner of Sensory Logic, author of 8 different books, and emotions expert who has appeared on Fox News, NPR, USA Today, and dozens more media outlets.

How to contact Dan Hill:

https://www.sensorylogic.com (website)

https://emotionswizard.com (Faces of the Week blog series)

dhill@sensorylogic.com (company-based training sessions)

Phone: 651 434 9285

Linked in – https://www.linkedin.com/in/dan-hill-emotionswizard/https://www.sensorylogic.com (website)

https://emotionswizard.com (blog series)

dhill@sensorylogic.com (company-based training sessions)

651 434 9285

Linked in – https://www.linkedin.com/in/dan-hill-emotionswizard/

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep. 030 - Doing Sponsoring RIGHT! What to Do & What to Avoid

Jim Cermak — Mon, 04 May 2020 01:00:00 -0400

Ep. 030 – Sponsoring – What to Do and What to Avoid

*** Sign up for the Trade Show U weekly newsletter and get special weekly Pro Tips that will make a difference in your business, be able to listen to episodes ahead of everyone else, and get notified of new tools, giveaways and challenges!

Head over to www.TradeShowU.biz, scroll down the home page, and enter your name and email! Easy peasy!! ***

Let’s dive in to today’s topic which is Doing Sponsoring RIGHT!

Before I get started going through the various types of sponsorships available, you need to figure out why you want to invest in sponsoring at a show.

How will your company benefit?

What are your goals?

Sponsorship opportunities can be from cheap to expensive, but most are usually a lot of money relatively speaking. You could actually spend more on a sponsorship than you do for your booth space! So before you pick type of sponsorship you need to figure out why.

There are Three main reasons why you should sponsor.

To support the organization putting on the event
For marketing purposes
For branding

If you choose to sponsor for marketing or branding, then you need to figure out how to set goals and measure your ROI.

Also – is the audience at this show your ideal target audience? If no, or you’re not sure, then you can be throwing money away on marketing to people who will not be buying from you. Invest your sponsorship money at shows that have the most of your ideal customers and prospects there.

Also important:

What all are you getting for your sponsorship dollars?

How will the show be supporting you?

Will they be also mentioning your sponsorship on their website, in the show program, on signage at the show, or in pre-show and post-show marketing?

NOW...take time to think about the shows you have been to. Think about the sponsorships you have seen or remember. Maybe a company sponsored a lunch or networking event. Or the logo you find on the lanyards everyone is wearing. And there’s so many more. Which made an impact? Do you remember the sponsors? Did they do anything special?

Now if you have committed to sponsoring at an event, here are the things you MUST consider and implement to maximize your results.

If doing a product – lanyards, show bags, water bottles, etc. – make sure its something that will get a lot of impressions. Everyone wears lanyards, and most people will be carrying around the show bags so your logo will be seen a lot during and after the show. Pass on water bottles or any other consumable or things that will be discarded.

If doing an event – like sponsoring a lunch, dinner or networking event – make sure you have the opportunity to address the people in the event, to thank them for coming, and to give yourself as many opportunities to get your name and brand out there.

Here’s the deal – you have a room full of people who are there to have a good time. You need to work that room! Give an introductory speech. Have your people going around and thanking people for coming. Have everyone leave with a special giveaway or goodie bag or promo offer.

So many of these events are just a banner by the entrance with a company logo. Nobody remembers who sponsored these and there will not be a positive ROI at all.

If doing an in-show promo – like a snack break or passport game, again make the most of it! Many shows offer snack breaks, ice cream breaks, coffee bars, and more. If you sponsor one of these, work it like you would a networking event. Get creative!

One of my favorites is the passport game – or sometimes its Bingo or some other game where people get some sort of a card or booklet that they have to fill up. And usually if they fill it up, they get put into a drawing for prizes. Now everyone who wants to play is forced to stop at your booth and get a stamp or sticker to complete their passport. Many exhibitors totally screw this up and let me tell you how. People come up and ask for their sticker, and the exhibitor just hands out the sticker and lets the attendee walk away. If this is you, you are missing a golden opportunity!!

I like this game because I know I’m going to get a ton of people seeking out my booth who may have normally passed it right by. I paid good money to be part of this game, and if I just hand out stickers then I have completely wasted that money. What I do, and I strongly recommend you do, is to make sure that person does something to get the sticker. Now I’m not saying you have to make them sit through a 15 minute demo. But you do want to find out if they’re a potential customer! So ask qualifying questions and if they’re qualified, capture their information. I have gotten some solid leads doing this!

Please let me know...

Do you use Sponsorships?
What works for you?
What doesn't work?
What have you been wanting to try?
What have you seen that has made an impact?

Send me an email at jim@tradeshowu.biz with your answers!!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 029 - Tips for Networking Like a Pro - Interview with Kelsey Loushin

Jim Cermak — Mon, 27 Apr 2020 01:00:00 -0400

Episode 029 - Tips for Networking Like a Pro

Interview with Kelsey Loushin, Owner of Eldercare Professionals of Ohio

Contact Kelsey:

Call Kelsey at 440-212-4987

E-mail kelsey@eldercareofohio.com

She can be reached through her website, www.eldercareofohio.com.

Facebook group and twitter at kelseyloushin

Mentioned in this episode:

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Ep 028 - Virtual Trade Show Options - The Lockdown Episode

Jim Cermak — Mon, 20 Apr 2020 01:00:00 -0400

Episode 028 – Virtual Trade Show Options - The Lockdown Episode

Everything has shifted in the trade show and event world. We’re a world in lockdown and trade shows are all postponed for a few months.

You need to make up for the lost opportunities from not being able to go to one or multiple shows, what options are there?

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If you’re a small business or you want someone to bounce ideas off of or brainstorm, reach out to me and we can jump on a zoom call together. My years of experience can help you explore new and innovative ideas!

Send me an email at jim@tradeshowu.biz to inquire or get a session scheduled!

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First – make a commitment that you will not let this set you back! Yes, the opportunity to get in front of your customers and prospects at the trade show was taken away for now, but all that means is that you need to get creative in figuring out new ways to get in front of those customers and prospects! So no matter how you do it, just do it!

Reach out to the show management of the shows that were cancelled or postponed. Ask if they have any resources available to exhibitors like –

· registration list

· exhibitor list (if it’s not already on the show website)

· opportunities to reach the registered attendees like email blasts, advertising, webinars or virtual workshops

So start there. These organizations want to keep you as engaged as possible so you stay an exhibitor when the show is rescheduled.

VIRTUAL OPTIONS:

-- A virtual walk-through of your trade show exhibit. The user will lead the experience, choosing to view the information on the products or services that are of interest to them, and being able to ask questions or even chat real time.

-- A more simple self-guided tour. Create an intro video welcoming people and letting them know what they can experience. Then have separate videos for them to click on to see all you have to offer. Do product demos just like you would at a show. This can be very simple if you already have videos, or you can quickly pull some together and have a new web page designed.

-- Set up your booth just like you would at a show, set up a camera or your phone, and do a live interactive event on FB Live, YouTube live or other social platform. Do a ton of pre-marketing to get people registered and there when you go live. Have some presentations ready to go through, and take questions from the viewers.

-- Create one video going through everything at once. It can be effective, but its not interactive, and unless the videos are short or super engaging, then you’ll have people drop off after 5-10 minutes on average.

-- Reach out to key vendors or partner companies to do something together. This will also give you the opportunity to reach a wider audience as you can combine your in-house lists and followers on social media.

If you were scheduled to give a presentation, lead a workshop or be a member on a panel, then get that information out to your audience! Turn your presentation or workshop into a webinar, or record yourself giving that presentation or workshop and get the video out there. If you were supposed to be on a panel, reach out to the other panelists and see if you can do the panel virtually via a zoom meeting, fb live, Instagram TV or whatever platform your target audience uses!

Repurpose content you already have developed. This can be webinars, videos, white papers, literature and more. Add value! More important than ever at this time when your customers are probably also feeling the pinch.

So what are you doing during this time? Drop me a note at jim@tradeshowu.biz! I would like to feature some ideas on future episodes!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 027 - Giving Presentations that SIZZLE - Top Tips from Bridgett McGowen

Jim Cermak — Mon, 13 Apr 2020 01:00:00 -0400

Episode 027 – Giving Presentations that SIZZLE – Top Tips from Bridgett McGowen

Bridgett is an award-winning international professional speaker; a 2019-2020 Forbes Coaches Council official member; the owner of BMcTALKS Press, an independent publishing company; and the founder and owner of BMcTALKS Academy where she helps professionals be the most engaging, dynamic, incredible communicators ever!

** Special Offer!! **

Get 20% off your AUTOGRAPHED copy of any of Bridgett’s books:

· Show Up and Show Out: 52 Communication Habits to Make You Unforgettable

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· Rise and Sizzle: Daily Communication and Presentation Strategies for Sales, Business, and Higher Ed Pros

· Own the Microphone: How More Than 50 of the World's Best Professional Speakers Launched Their Careers (And How You Can, Too!)

Visit www.bmctalks.com/store and enter coupon code POWER at checkout to receive 20% off.

Bridgett’s top tips for Trade Show U listeners:

--- In your presentation, give everyone a reason to lean in and listen to you.

--- Immediately solve a mystery, answer a question, and tell them what they will know or be able to do as as result of listening to you, and do all of this before you even say your name.

--- At your booth, listen more than you speak, and use the acronym B.I.G. when you talk to trade show goers:

Find out what’s the other person’s line of BUSINESS and what BREAKTHROUGHS they’ve had at the conference, what INFORMATION have they gotten that INSPIRES them, and what are their GOALS.

--- Work not to sell people anything, but work to have a conversation that leads to the start of a relationship.

--- Make every interaction the most important one of your life — whether you are making a presentation or engaging at your booth. Have everyone who comes in contact with you feel as if they are incredibly significant and that there is nowhere else you want to be than right here, right now, having a conversation with that person or giving that presentation.

--- Show up and show out! Be the very best version of yourself which means speak with pride. Walk with assuredness. Look as if you OWN the place. Know your brand. Don't back down. Give your very best with everything you say and do.

Get In Touch with Bridgett:

BRIDGETT McGOWEN

Award-Winning International Professional Speaker

www.bmctalks.com

www.bridgettmcgowen.com

Facebook: @mcgowenb

LinkedIn: www.linkedin.com/in/bmcgowen

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 026 - Tips & Tricks to Rock Your Booth Selection

Jim Cermak — Mon, 06 Apr 2020 01:00:00 -0400

Episode 026 – Tips & Tricks to Rock Your Booth Placement

Booth placement and selection is just like real estate - it's all about Location, Location, Location! But isn't there more to it than that? Absolutely!

Here’s some valuable Tips for selection and placement of any size booth – whether you have a small 10 x 10 or table top, all the way up to a large stand-alone booth.

--- Get as close to the main entrance as possible – or any entrance if there’s multiple. This will increase your opportunities for strong attendee flow

--- Know your choices and be flexible. Say you were planning on a larger booth but the only spaces left were near the back of the show. But by going with a smaller booth you can get a much better location. Is this an option for you? May be worth it.

--- Other good choices would be near where traffic is likely to flow – food vendors or dining areas, breakout rooms, or even restrooms. Just know that typically people have other things on their minds – like grabbing lunch – than stopping by your booth. So be prepared to grab their attention!

--- If you have a smaller booth like a 10 x 10 where there are many right next to each other in a row, try to select a spot at the end where you are on a corner and again have more opportunities for traffic flow coming from two directions

--- Make sure you are not right next to your competitors!

--- Understand where barriers in the room may affect you – like large support columns. I’ve seen booths get nearly blocked from sight by one direction of traffic.

--- Avoid if possible the perimeter rows of a show – those booths that are in the very last rows on either end, and also those that are in the far back of the show. These will get less traffic, that’s just a fact. I would rather get a booth that is further back but still in the middle rows than one closer to the front on the end rows. As the show goes on and especially on the last day or hours of a show, traffic can be virtually non-existent in these rows.

So what do you do if your only choice is one of these less desirable booth locations?

Other possibilities:

--- Sometimes sponsors can get advance booth selection or preferred spaces

--- Some shows can put booths together by industry, product type or market. That way attendees can go right to the section of exhibitors that best meets their needs. If you get stuck with a poor booth in your main category, may want to consider switching to a different or secondary category in order to snag a better booth spot.

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Special Episode - Prayer for the Trade Show Industry

Jim Cermak — Thu, 02 Apr 2020 01:00:00 -0400

A Prayer for the Trade Show Industry

During this incredibly tough time of the Coronavirus pandemic where every trade show, event, conference and expo has been cancelled or postponed, so many people are out of work.

And they need our prayers.

So we're praying.

Please listen in and pray along.

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 025 - Creating Real MAGIC in Your Show Booth - with Magician Scott Tokar

Jim Cermak — Mon, 30 Mar 2020 01:00:00 -0400

Episode 025 - Creating Real MAGIC in Your Show Booth - with Magician Scott Tokar!

Scott Tokar is a multi-award winning magician that specializes in tradeshow and sales meeting "corporate-magic”. He is the founder of the tradeshow magic group known as "Corporate-Fx”. Since 1992 Scott has helped scores of companies big and small consistently DOUBLE their quantifiable exhibit metrics at tradeshows around the globe.

Scott's unique form of presentation focuses on gathering crowds in a booth, explaining the exhibitor’s sales messages in a cleaver and memorable way, and then delivering an actionable step to collect the leads for follow-up after a show. You can say Scott's real trick is making an exhibit the most memorable both on a tradeshow floor.

How to Contact Scott:

Website: www.CorporateFx.com

Phone: 1.800.MAGIC.13

Instagram @ScottTokar

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 024 - Is This the End of Trade Shows?

Jim Cermak — Mon, 23 Mar 2020 01:00:00 -0400

Is This the End of Trade Shows?

Will Trade Shows and Events ever be the same?

www.TradeShowU.biz

Mentioned in this episode:

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Ep. 023 - LinkedIn Mastery for Shows & Events - with Heather Taylor

Jim Cermak — Mon, 16 Mar 2020 01:00:00 -0400

Ep. 023: LinkedIn Mastery for Businesses and Trade Shows! With Heather Taylor

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SPECIAL PROMO OFFER!!

LinkedIn Profile Optimization & Overhaul

Mention Trade Show University and receive $20 off!!

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Heather is the Boss Lady and Social Media Chick with GlitterGirl Media. She works with business professionals and entrepreneurs to help them stand out in the vast social media crowd, understand the importance of keywords and creative content when posting and to use LinkedIn as an unparalleled lead generation and sales tool.

Q: What is your experience relating to trade shows? I help business professionals use LinkedIn to keep track of their trade show contacts, create a proven, repeatable process for generating leads and convert connections to real life living, breathing clients.

So important to use LinkedIn to keep in touch with leads, customers and contacts. LinkedIn will help get the most bang for your buck at shows and events.

Very few people use LinkedIn the way it should be! It’s more than just a place to have your resume. Not enough to just “be” on LinkedIn, but use it as a valuable tool.

Q: How exactly should we use LinkedIn at shows?

Most get a lead or make a contact at a show, we connect with them on LinkedIn, and that’s the end of it. We need to use LinkedIn to stay in touch, see what their interests are, and how we can best serve them.

So the value of LinkedIn lasts long after the show. It’s a living, breathing tool but only has life if you continue to feed it!

Most people only use LinkedIn on average of 17 minutes a month. If you give it the time and spend an hour a week, you will be far ahead of the average, and build relationships with meaning.

It costs nothing to be on LinkedIn. They offer their paid upgrade service, but do not recommend doing it! So keep it free!

Use LinkedIn to promote your personal and professional brand.

Reach out to congratulate.

Give recommendations and secure endorsements.

Use for Social Selling – in the right way! Don’t be pushy.

Q: How important is your LinkedIn profile? It is so incredibly important. It’s what you LEAD with. It is your “face” and the first thing people see. It should be worded from a “reader’s” perspective, and geared exactly to your ideal client.

Have it read like a story. Every line should tell the value you bring.

Don’t have it tell your qualifications or just your title – have it say what you DO.

Q: What is the best way to use The Feed? Take a few minutes a day and scroll through. And post often – things of value that match your brand. Post articles, quotes, and things that will bring value to your network and target audience.

Make sure if you are posting an article, READ the entire article and make sure the whole thing matches your brand and is consistent with the value you want to bring.

Q: What should Exhibitors do with LinkedIn to prepare for an upcoming show?

First – post that you will be exhibiting at the particular show. That lets your network know where you will be, what you are doing, and position you as an expert. Also - Research the show organizer, the other exhibitors, and possible attendees.

We don’t cook with a cold oven, so put yourself out there and warm up your audience by posting items of value!

Q: Besides LinkedIn, what other platforms would you recommend? LinkedIn is by far the absolute best platform for business.

As for other platforms – it depends. All other platforms are good for specific businesses and audience. Do your research. Twitter is NOT a good platform for business anymore – so please don’t spend your time there.

80% of all online B2B leads come through LinkedIn.

Q: How often should we update our LinkedIn profile? Update your profile at least monthly. Updating even more often can be better. Don’t make it a bullet point list, but a story of who you are and what you do!

Q: Tell us about Glitter Girl Gives Back. I will do traditional marketing and social media for small non-profit organizations that are in need of some help and don’t have the budget. I take on one account each quarter.

Email Heather with a non-profit organization you would like to nominate!

heather@glittergirlmedia.com

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SPECIAL PROMO!!

LinkedIn Profile Optimization & Overhaul

Mention Trade Show University and receive $20 off!!

----------------------------------------------

How to get in touch with Heather!

Heather Taylor

Boss Lady/Social Media Chick

GlitterGirl Media

330.347.9453

heather@glittergirlmedia.com

www.GlitterGirlMedia.com

Facebook - Facebook.com/GlitterGirlMedia

IG - @GlitterGirlMedia

Twitter - @GlitterGrlMedia

LinkedIn - www.linkedin.com/in/heathertaylorsm

Mentioned in this episode:

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Ep. 022 - Coronavirus COVID-19 and Trade Shows and You

Jim Cermak — Fri, 13 Mar 2020 01:00:00 -0400

Episode 022 - Coronavirus (COVID-19) and Trade Shows and You

With the Trade Show Industry being ravaged by Coronavirus, I discuss how this impacts businesses and options for you

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep. 21 - 11 Giveaway Tips to Save Money & Get Results

Jim Cermak — Mon, 09 Mar 2020 01:00:00 -0400

Episode 21 - 11 More Giveaway Tips & Tricks to save money and get customers!

We just recently had an interview with Promo Guy Anthony Gaudio – episode 18. Tons of value and expertise in that episode!

I’ve had some listener questions about some things we didn’t cover in that interview, plus wanted to give some of my experience and go even deeper on using giveaways at trade shows. So that’s why we have kind of a Part 2 to the giveaway and promo items topic! Filling in a lot of the gaps and answering more questions from our interview.

Not going to tell you specifically what to give away. What I am going to do is help you avoid some common mistakes so you have a successful show and that your giveaway meets the purpose you are buying it for in the first place! And not just become something that gets tossed or given to the kids of the attendees.

First before you decide on the items, have a brainstorming session – maybe by yourself or with your team – and decide - What is the purpose of your giveaway? Don’t just have something to have something. That’s like throwing money out the window. It can be high ticket or low ticket. Doesn’t matter – but what does matter is that each item should have a purpose.

Next - Brainstorm by yourself or with your team. What items represent your brand? Your promotion? Your booth theme?

Once you have that framework down, you can effectively select the absolute right items for your upcoming events.

Here’s 11 tips which will help you have the best stuff for your goals and your brand.

Tip #1 – Make your giveaway fit your business or your brand. Think of it as a different kind of business card. If you have a car dealership or car repair business or anything have to do with cars – what will be more effective after the show? A squeeze ball with your logo, or a car-shaped squeezy thing with your logo on it?

Tip #2 – Try a giveaway that is different or memorable. Think of your current giveaways or ones you have used in the past. Are they different? Are they memorable? Not that you can’t use pens or a more common item, but try taking a shot on something a little more unique.

Tip #3 - Get samples of everything! Unless you are right up against a deadline and can’t get a sample in enough time to get an order placed, then do yourself a favor and get a sample! Even if something looks amazing in a catalog or website, don’t take the chance it looks, feels or performs cheap in person.

Some pens look expensive and high quality in pictures and feel so cheap. Same goes for tote bags, duffel bags, t-shirts and so many more items. Your name and logo are going on the item – make sure your decision to save a couple of bucks doesn’t reflect poorly on your brand.

Tip #4 – Be super selective when choosing a tech item as a giveaway. Tech is cool because it has a high perceived value. Things that look expensive in pictures can have a cheap feel and break. So any time you are considering tech gadgets, please be sure to get samples and test them. Remember – the reason you are having these items is that they reflect your brand in some way. Don’t have people thinking low quality while they’re staring at your logo on the item that won’t work!

Also - Be sure to check the specs for your tech items. True example - As an attendee I got a power brick and I thought this was amazing! Then I got back and tested it out and it only added about 10% battery life to my phone before the power brick needs a recharge. That thing will go straight in the trash.

Tip #5 - Make sure imprint size is significant enough to make an impact. I have ordered some items from a website that looked big on screen, but super tiny when I received them. So if you’re not sure, take a ruler and measure it out! Seen some so small couldn’t read. And if you’re sold on the item that has a small imprint area, don’t try to cram your logo, your web address, your tagline and your phone number in it!!

Tip #6 – Understand what the price includes. Different companies price things differently. Set up fees, multiple color imprint fees, shipping, taxes, etc. Get the final cost. It’s real easy to have a $1 item turn into a $3 item when all of the other costs and fees are added in.

Tip #7 – Understand lead times. It might say 7 day shipping or something like that on the website, but that doesn’t mean its 7 days from the time you place the order! Add in time for approval of artwork (which can take longer than expected – especially if you have some re-do’s), and time for production.

Tip #7-1/2 – Try as much as you can to order your items at least a month in advance. Last minute, rush orders can add high rush processing fees and overnight shipping fees to your order. Plus, the closer you get to your deadline, the number of products available to you becomes fewer and fewer.

If doing multiple shows over the course of a few months or even a year, place a larger order to get you enough to cover all your shows and also getting better pricing.

Tip #8 - Understand the size of the items you are giving away. Are the cases going to take over your booth?

Tip #9 - Also understand how they come packaged. Flashlights with batteries separate. Pens individually wrapped in plastic. Don’t need to be spending valuable time at the show putting things together or taking things out of a package.

Tip #10 – If you know there will be customers or solid prospects coming to the show, get a small quantity of higher-value giveaways just for them. High end travel mugs, nice pens, or something like that. Keep these items stashed away. Put a lower priced giveaway on the table for the general attendees.

Tip #11 - Promote your giveaway item in pre-show marketing. Bring postcard to get gift. Mention social media post to get gift. Don’t just have them sitting out.

So there you go – 11 massive tips! Everything you need to choose the right giveaways in the right ways to make them as effective as possible!

*** Special discount from Quality Logo Products! Go to www.qualitylogoproducts.com, and enter code AGLOVE for 6% off your order!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep. 020 - Marketing Automation for non-techies - Breaking it Down

Jim Cermak — Thu, 05 Mar 2020 01:00:00 -0400

Episode 020 – Marketing Automation bonus – breaking it down

In our last episode, Ryan Mansfield from Revolt Automation brought a ton of value about Marketing Automation and gave you some amazing tools to utilize – and 3 out of the 4 of them were free! And he talked about how these tools can help you be more efficient and effective when sending follow up emails.

For those who aren't so tech-savvy, I wanted to give my thoughts and help break this down even further. Wanted to give you some additional ideas on how you can make marketing automation work for you.

First – you’re going to need an email service which can handle batching your outbound email. What I’m talking about is having the capability to send emails to a group all at once, and not one at a time.

Now I know that many of the listeners are small businesses who are trying to cut corners and save money everywhere they can. I totally get it! So if right now you’re doing everything from your gmail or yahoo email account, it’s time to look at an email service. If budget is super tight, try MailChimp as they have a free starter email service that is still surprisingly robust.

If you’re ready to invest in something a little better, there are lots of options like ConvertKit, AWeber, InfusionSoft, and so many others. Just do your research to see what fits your budget and what program will fit your needs best.

What these services will allow you to do is more effectively target the messaging in your follow ups after a show or event.

For example – to make it simple, let’s just say you have broken your leads into 3 separate categories. One set of contacts simply dropped their business card in your box to enter a drawing. Another set you had a conversation with and you got them qualified, but they either had low interest or they weren’t in the market to buy. The third set of leads you had great indepth conversations with, they had strong interest and maybe even were ready to buy now.

The question is – would you send all three groups the same follow up email? I hope you said NO! But how many businesses do this today? I get follow up emails all the time after a show that are super generic even though I may have had a great conversation and even scheduled a follow up! This is confusing.

Certain email programs will also allow you to run drip campaigns. Drip campaigns allow your email recipients to receive customized email campaigns based on what they do (or don’t do).

Have Questions or Need Help? Contact Ryan Mansfield!

Email: ryan@revoltautomation.com

Web: http://revoltautomation.com/

LinkedIn: https://www.linkedin.com/in/ryan-mansfield-03483ab6/

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep. 019 - How to use Marketing Automation for Maximum ROI! With Ryan Mansfield

Jim Cermak — Mon, 02 Mar 2020 01:00:00 -0400

Ep. 019: How to use Marketing Automation for max ROI! With Ryan Mansfield

Check this out!!! Exclusive for Trade Show University listeners!!!

** Get a FREE Audiobook ($20++ value) and FREE 30 day Trial of Audible!

** Visit www.audibletrial.com/tradeshowu **

Sending emails to follow up with contacts you made at the last trade show can be a good method, but you don’t want to send the same email to every person. And you don’t want to have to manually send out personalized emails to potentially hundreds of people.

Marketing Automation can be the solution you need to meet all your needs, while making you more effective and efficient.

Today’s guest, Ryan Mansfield of Revolt Automation, walks us through powerful tips and tricks on how to improve your Return On Investment (ROI) at your next show, while saving you a ton of time! Best of all – you’ll get even better results.

Ryan also introduced us to several affordable or even Free technology tools to help you!

Here is the list of tools mentioned in the episode:

--- Hubspot (starting at Free!) - https://www.hubspot.com/

Hubspot is an effective CRM (Customer Relationship Management) tool for handling all of your customer and prospect information. And much more.

--- Woodpecker (starting at $40/mo) - https://woodpecker.co/

Woodpecker is an email tool that allows you to send text-only emails for follow-ups. They can be scheduled and sent when you want. Can also create multiple emails and send different follow ups to those emails based on how the person responds to your emails. Plus it gets sent right from your email account so it looks like you did it.

--- Zapier (Starting at Free!) - https://zapier.com/home

Zapier is an automation platform that allows your apps to talk to each other and work together. Powerful tool!

--- Survey Monkey (starting at Free!) – https://www.surveymonkey.com/

Robust survey creator that you can use on your website, in social media or in emails. Great tool to help you do research you need with customers and prospects.

How to contact Ryan Mansfield:

Email: ryan@revoltautomation.com

Web: http://revoltautomation.com/

LinkedIn: https://www.linkedin.com/in/ryan-mansfield-03483ab6/

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 018 - Using Giveaways & Promo Items for Powerful Results! With Promo Guy Anthony Gaudio

Jim Cermak — Mon, 24 Feb 2020 01:00:00 -0400

Ep. 018: Using Giveaways & Promo Items for Powerful Results! With Anthony Gaudio

We see promo items in every booth throughout every trade show! But what works and what’s a waste of money? Promo Industry Pro Anthony Gaudio of Quality Logo Products is with me today to discuss everything you wanted to know about Giveaways!

Q1 - What is your experience relating to trade shows?

I’m more of the behind the scenes guy when it comes to trade shows. Most of my experiences come from that of my clients. Connecting with my clients both before and after their show helps me gain insight as to what products worked for them and what items were not so hot. I use this info to help other similar business/individuals target products to service their individual markets. I don’t just work with one auto body shop, I work with 30 of them. If 24 of the 30 had great luck with XYZ pen then that’s the pen I’m going to recommend to the next auto body shop looking for pens as the proof is in the pudding.

Q2 – What do businesses really need to understand about giveaways?

Understanding the need for giveaways and how they can enhance your pitch and entice attendees to visit your booth. Having a good base of promotional products, and layering promotional items to further exposure

Need for Giveaways - People like free stuff! In exchange for a bit someone's time giving them something in return to say thank you is in my book necessary. It builds a connection with the individual(s) and offers an opportunity to look back and remember the conversation after the fact. #1 rule of marketing… the puffy envelope gets opened first. If you get a stack of business cards and one widget with contact info printed.. What are you going to look at first?

Having a Good Product Base and Layering Items –

1. Solid Product Base: Having a good product base is also super important. Every company should have a few base items they give away regularly. They don't need to be super expensive, just something consistent that over time builds up in their marketplace. Branded pens or mints at the front when you walk in, keychains, can holders, etc.. When people see it, they know where it came from and it’s consistent with your business's reputation and overall branding vision. Think of these as fancy business cards.

2. Promo Wear- Branding your employees with shirts, hats, jackets, socks, etc… further layers this notion of consistency and quality. It also provides a means to both build comradery between employees as well as identify who works there, LOL!!!

3. Something Extra - To further layer promotional items, having a little something extra to give away from time to time is also a way to build rapport with clients and single out individuals that have continued to support your business. These can be nicer products, stainless steel tumblers, backpacks, USB drives, even apparel works well. Just something extra to give to those that consistently give back to you.

Q3 - What was your most memorable trade show moment?

The first positive moment I can remember would be that of my first industry tradeshow. Meeting vendors I had worked with over the past couple of years was great. Being able to shake hands with these people and take some new products away to share with my team was awesome.

Q4 – What are Your top tips for our listeners?

1) Work with someone who knows what they are doing (I.E. me, LOL!!!) and that has your/your business’s best interest at heart. Ask for the top salesperson in the company. They’re the top salesperson because they aren't really selling anything, they’re providing positive solutions to their clients.

2) Plan ahead. If you have a show coming up and you know you need goodies to give away… call us a few weeks in advance. The more time we have to work with the more product and printing options you’ll have available to you. There is also considerable cost savings when we don’t need to factor in express shipping or rush production.

3) Have a good mix of promo goodies. Don't overspend and don’t underspend. This comes with trial and error. You are going to know your business better than anyone else. If you’re going to an event open to the public with no set criteria for entry or means of qualifying individuals attending the show prior to the show. Don’t blow your $2500 promo goodie budget on $15 a pop stainless steel tumblers. You’ll never see the return on that giveaway. Rather, spend a few hundred dollars on 1000 lip balms or inexpensive hand sanitizers to pass out. You’ll have a broader reach and spend WAY less money. You can have a few nice tumblers on hand to pass out should you qualify an attendee. Vice versa, don’t show up at a tradeshow exclusively for Doctors and Surgeons with a handful of $.50 pens. Pick the right promo for the project/event.

Q5 – What are your top takeaways for the listeners?

1) Even the best promotional products are not going to save you from putting in the work to sell yourself, your service, and/or your product. These items are in-addition-to’s. They are a synapse, a means to trigger a chain of events resulting in a positive outcome for your business.

2) Don’t be afraid to try something different. I say this all the time but we are not saving lives here in the promotional world. The sun is going to rise tomorrow. If you make a mistake and the promo flops no one is going to die. I.E. If you’re in the middle of a heatwave and everyone is passing out fans, be the guy or gal to pass out “iced hot cocoa” in a one of a kind limited edition 11oz c handle mug with your one of a kind logo on it :)

3) Give away items people are actually going to use!

SPECIAL OFFER FROM ANTHONY!!

Get 6% off your order of Promo Products from Quality Logo Products!

Email Anthony directly at anthony@qualitylogoproducts.com and use code AGLOVE!!

Or go to www.qualitylogoproducts.com, reference Anthony Gaudio in the comments.

How should people get in touch with you?

Call me at 866-312-5646 x 116

Email anthony@qualitylogoproducts.com

Or you can stalk me on my family’s YouTube page. Just google “the Gaudio’s” and we’ll come up!!!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep. 017 - 9 Top Tips for Working Shows by Yourself for SOLO SUCCESS

Jim Cermak — Mon, 17 Feb 2020 01:00:00 -0400

Ep. 017: Top 9 Tips for Working Shows by Yourself – SOLO SUCCESS!

Whether you’re working an upcoming show by yourself, or you have worked several shows by yourself in the past, it can be frustrating. Being by yourself does not allow you to be efficient, maximize your ROI, or put you in the position to get the best results possible.

The biggest issue is that you can only have indepth discussions with one person at a time.

Let me give you one big piece of advice - Don’t work by yourself! If at all possible, convince a co-worker, trusted colleague, family member or friend help you out for a few hours or few days. It will definitely be worth it!

So I have compiled 9 tips that will help you improve your results, and also give you the confidence you need.

( 1 ) Use other methods to help capture information and make you more efficient. Do what you can to have multiple people stay at your booth even if you are only personally talking with one.

So while you’re talking with one person, you can have another person filling out their contact information or maybe even asking some key questions.

You can use an iPad or laptop, or can go old school and have a paper form for them to fill out.

The key is to be able to have multiple people engaged in your booth at one time.

( 2 ) Try group presenting. I’m not talking about having chairs set up and doing a powerpoint. There’s a time when that could work well, but not when you’re by yourself!

What I’m talking about is If you’re at a busy show, and you have a couple of people at your booth, why not have them stand together and give your presentation at one time?

And if there’s a lot of people walking by, get the attention of a few more people and have them join in.

You can ask them a quick qualifying question before you start to make sure you’re talking to the right people.

But let me ask you – would you rather talk to one person at a time or multiple people at a time? Especially if it doesn’t take you any longer!

(3) Simplify and Minimize – when you’re by yourself, simpler is better. It will keep you from running around so much trying to find the right things. Plus its less for you to set up and put away. Simpler is better.

(4) Practice! You need to be quick and efficient with your time because its all on you!

So practice your engagement and qualifying questions

Practice your presentation or demo

Practice your answers to popular questions

Practice where you’re going to stand and how you will have things set up

Practice practice practice so when you get there and the show is going on you are one efficient machine and your results will be so much better!

( 5 ) Get out front of your table/booth – this goes for everyone at every show, but especially important if you’re working by yourself. Be out front and ready to engage with people. Never want to have a barrier in your way.

( 6 ) Set up your booth as early as possible to allow for the unknown. When you are with a team of people and you forget something like a computer cord, or the box of literature, or whatever, you can have someone go and get what you need while you keep setting up. But when you’re by yourself, only you can get your problem fixed. Which means you have to set up AND get what you need.

( 7 ) Get to shows early to walk the show floor and meet people. Walking shows is so important for many reasons. Check out competition, see if there are any vendors or customers also exhibiting, and see any companies you may want to introduce yourself to.

Thing is this - Once the show starts, odds are that you’re not going to have the opportunity to leave your booth.

( 8 ) Make friends with people in the booths around you. It’s always great to network with those around you. You never know when one of those people can turn into a customer or refer you to someone.

Also - if you’re at a show by yourself, that means nobody can give you a break if you need to step away. Ask someone to keep an eye on your booth for a couple of minutes, and if someone stops by to let them know you’ll be right back.

( 9 ) Pack snacks, water, mints to help you avoid having to leave your booth. I know if I get too hungry during a long show, I can start to get a headache and possibly a little crabby. And if there’s still an hour or two left in the show, it could be a disaster.

So pack some snacks so you can keep yourself feeling good without having to run and find some food.

And don’t forget a couple of water bottles and some mints to make sure you don’t get dry mouth and to keep yourself hydrated. But be sure to just take sips of water to avoid having to run to the restroom too often!

For more tips on keeping yourself energized during a show, check out episode #5 of my interview with Registered Dietitian, Brittany Cermak.

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This Episode sponsored by Audible! Get a Free Audiobook when you sign up for a free 30-day trial! You can’t lose! Check out their unmatched selection and grab a book that will help your business succeed (or one that entertains you or helps you or any title)!

Just visit www.audibletrial.com/TradeShowU to get started! Only from Audible and Trade Show University!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep. 016 - Unleash the Power of HAPPINESS - with Christina Unrein, Happiness Coach

Jim Cermak — Mon, 10 Feb 2020 01:00:00 -0400

Episode 016 – Unleashing the Power of Happiness – Interview with Christina Unrein, Professional Happiness Coach

Christina’s goal is to have people find their own happiness, and get to it a little bit faster on their own!

Q – Who is your ideal client?

A – People who are a little weird, with quirks, people who want to be themselves, and also the workaholics and people pleasers. Also I like working with people who want to be courageous and like to be with themselves – no matter what that looks like.

Happiness is a Continuous Choice. We have to stick with it!

Q – What experiences have you had at Trade Shows?

A – I’ve experienced just about every situation there is at shows. Being an exhibitor behind the booth, in front of the booth, walking around shows, and more.

Q – Do you see Happiness missing at Trade Shows?

A – I believe it has to be intentional for it to show up. It can’t be forced. You shouldn’t say, “We’ll just play music or have an ice cream social.” It has to be intentional for the attendees.

Should create a more personal environment rather than a “salesy” environment.

But its rare, especially in business because people are so focused on the results – getting badges scanned or business cards. Rarely do people create an environment to just have conversations – but in reality that is where happiness naturally comes out.

Q – How do you create the right environment for happiness? Especially in industries that are more “serious” like medical, legal, insurance, etc.?

A – Think about your audience and how overwhelmed they are. What are they experiencing at the show – long days, bad food choices, etc.

Now think about what would give them energy and what would make them curious.

Then let them care about what they care about. Let them tell you by asking them questions. Get curious about them!

Ask them how best you can support them, because the answer might not be you! It might be you connecting them with someone else at the show.

Be a Servant! Find out how you can help them, and they will remember it and may even refer others to you because you made them happier in some way.

Q – How do you get past the “I’m here to work, I’m here for my company, and I’m here to get results” mindset?

A – Start thinking I’m here to have fun, to meet people and add quality and energy to their lives. I’m here to learn and to grow. There’s all sorts of ways to change your mindset and to be intentional.

One thing is to be Authentic so people get a good idea of who you really are.

Also – be curious!

And if the show is slow, meet the people in the other booths and find out how you can add value to them.

You already know what you know. Give yourself a chance to learn from others by being curious, asking questions, and then being silent to hear what they have to say.

Q – Tell us about your book!

A – The book is titled – The Happiness Workbook: Rise Up Happiness Soldiers!

LINK: https://www.amazon.com/Happiness-Workbook-Rise-Up-Soldiers-ebook/dp/B074CPNQGL

NOTE: You can get the Kindle version for FREE!!

One thing to know – I don’t like writing! So instead of copy heavy, it has a lot of exercises.

I took the concept in each short chapter and tried to apply it in the 5 ways most people learn: (1) By doodling, drawing or creating. (2) By movement. (3) By visualizing. (4) By speaking aloud. (5) By tearing the concept apart and rebuilding it.

You can do as much or whatever you want, in whatever order you want.

Q – What do you say to those who are more reserved or intimidated by approaching others?

A – Identify things that you enjoy or bring you happiness. For those who enjoy working with their hands or building things,

Choose to bring those types of things into your booth and you will draw people to you because you are unique, authentic, and joy-filled.

People can see and feel you having fun, and they will get drawn in toward you. Share that joy with them.

This allows you to own your space and share your happiness!

Christina’s Take-aways:

(1) Show up as yourself! Do things your way. Know that it’s not so separate to be yourself and be engaging. Be Authentic!

(2) Be curious! Ask questions.

(3) Try to build relationships instead of always selling.

How to Contact Christina:

Linked In: https://www.linkedin.com/in/christinaunrein/

Website: www.possibility-lab.com

Get Christina’s book The Happiness Workbook: Rise Up Happiness Soldiers! https://www.amazon.com/Happiness-Workbook-Rise-Up-Soldiers-ebook/dp/B074CPNQGL

NOTE: You can get the Kindle version for FREE!!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep. 015 - 7 Traps to Avoid which can Ruin Your ROI

Jim Cermak — Mon, 03 Feb 2020 01:00:00 -0400

Episode 015 – Top 7 Traps to Avoid that can Ruin Your Results & ROI

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Proud to introduce our new Sponsor - Audible! This Episode is brought to you by Audible! Audible is offering Trade Show U listeners a Free Audiobook with a 30-day Trial Membership!

Just go to audibletrial.com/TradeShowU

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Here are the top 7 traps to avoid when working trade shows. These are not mistakes – traps are things and situations you can get stuck in if you’re not careful. Things that in the moment might not even seem like it’s anything wrong.

TRAPS TO AVOID AT THE SHOW:

Trap #1 - Don’t compare your booth to others.

-- It’s easy to look at other booths and think they are doing everything better than you are. This could put you in the wrong mood from the start and hurt your chances for success.

-- But at that point, there is nothing you can do about the display, the lights, the literature, the giveaways -- nothing.

-- But there’s everything you can do about your attitude, engaging attendees in positive and meaningful conversations, and reaching your goals.

-- Now if you get some ideas from other booths that you’d like to upgrade or try for future shows, then go take pictures. Grab some of that nicer literature. Even talk to the people at that booth and ask them who built their display or where they got their backdrop.

-- Turn it into a positive experience for you! Just don’t let it drag you down!

So trap #1 – don’t compare. That only leads to a negative attitude which will definitely affect your performance!

Trap #2 - Not resetting your booth each day

-- Before the show starts on day one, you and your team make sure everything is perfect. The display looks great, the literature is filled in the rack, you have your giveaway items in a perfect pyramid – you booth looks like it came out of a magazine!

-- But when you get to day two or three, the booth just isn’t as perfect. Odds are the majority of people walking by are brand new and didn’t see you on day 1 or at very least didn’t stop by. Don’t you want everyone to have the best impression of your booth and your company?

-- So get to the show a few minutes early at the beginning of each day, and have your booth looking like it did on day 1! Suggest assigning one person to check how your booth looks once or twice during the day each day. They can be in charge of refilling the literature, the giveaways, picking some paper scraps off the carpet, and making the booth look like new again!

That’s Trap #2 – Not resetting your booth. Take a few minutes and make your booth look great again!

Trap #3 – Thinking that scanning badges or gathering business cards is enough.

-- Success is not just having a bowl is full or a ton of badges scanned.

-- Think about how much time and effort is going to be spent following up. So many emails and phone calls will be made to people who will never buy from you.

-- You need to be sure these people are qualified! Ask them the right questions to make sure they are qualified before getting their card. Or if you have a great conversation at your booth and get their business card or scan their badge, then make notes to refer to before following up to increase your odds of success.

That’s Trap #3 – Just getting business cards or scanning badges without qualifying

Trap #4 – Assuming your booth staff knows how to work a show.

-- Just because your staff knows how to talk to people or have worked 100 shows before doesn’t mean they know how to engage people and qualify them in a show setting, plus do everything to help you hit your show goals.

-- You need to train them at very least on the basics! Go back and listen to Episode 3 on Training Your Staff for Success

-- Some of your veterans may think they don’t need the training or resist. You can ask them to be involved in the training so they have some input and buy in. But they still need to be trained!

That’s Trap #4 – Assuming your booth knows how to work a show and not taking the time to training them properly.

Trap #5 – Assuming certain people that are just walking past your booth are not interested or not qualified.

-- Never make the assumption that attendees have gotten all the information they need from your booth to know they don’t need what you have to offer. You have to ask them a quick question to engage them!

-- Don’t dismiss attendees who are in jeans and a t-shirt or just don’t have that “Look”, and only focus on people who are in suits or have whatever that look is. That person in casual clothes may appear to be screaming “I’m not qualified!!” Don’t fall into this trap!

-- If they are at the show, no matter who they are, they can most likely qualify their company. And even if they are the lowest level person in the company, they can probably tell you who the decision maker is and how to get hold of that person – and usually they will!

-- Lastly, sometimes even the most casually dressed people can be key decision makers. But you don’t know unless you ask!

So Trap #5 is to not make assumptions on people that are walking past your booth. Engage everyone!

Trap #6 – Getting into long, rambling discussions about nothing with people who are not going to become customers.

-- If someone is going to spend a lot of time in your booth talking about the weather or where they went for dinner or about things irrelevant to your business, then they probably aren’t serious or a decision maker. Now if you completely qualified them and want to take the time to begin relationship building, then fantastic – unless there’s more potential customers walking by your booth.

-- However, most serious decision makers at trade shows want to make the most of their time while they’re at the show. They will want to move on from your booth to others. Respect their time as well and make sure you’re not the one making all the small talk!

That’s Trap #6 – don’t get sucked into long discussions with attendees – especially if they’ll never buy from you.

And finally – Trap #7 - Be careful of the after-hours socializing.

-- I hope I’m not stepping too hard on your toes here. I know this is the highlight of the show for some of you.

-- Now I’m not saying you shouldn’t go – you definitely should take advantage of every opportunity to network and build relationships with your customers and prospects.

-- However, be sure not to enjoy yourself TOO much – if you know what I mean.

-- Some people having too good of a time can say things they normally wouldn’t say, like divulging some confidential company information, or things that may be considered inappropriate for the workplace. Less sleep than normal, plus the after effects of all that enjoyment can throw you off your game.

-- So know your limits and ease back on them a little. Maybe nurse that drink a little longer than you would normally.

-- You and your company have invested way too much in the show and are relying on you to help hit goals to have you showing up the next day not feeling, looking or performing at your best.

Here’s the top 7 Traps to avoid that will lead to lower results:

-- Trap #1 - Don’t compare your booth to others.

-- Trap #2 – Not resetting your booth each day.

-- Trap #3 – Just getting business cards or scanning badges. This will lead to wasted time and ineffective follow ups!

-- Trap #4 – Assuming your staff knows how to work a show.

-- Trap #5 – Never make assumptions about attendees and ignore them.

-- Trap #6 – Getting into long rambling conversations especially with those attendees who will never buy from you

-- Trap #7 – Watch that after-hours socializing. You want to make sure you are always at your best.

Avoid these traps and let your staff know about them as well! And if you see your staff falling into them at a show, fix it! Pull your people aside and train them on the right way to do things.

Fall into these traps and your ROI will fall right with you!

Go to www.tradeshowu.biz and sign up for our weekly email newsletter for even more tips and news about upcoming episodes!

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This Episode is brought to you by Audible! Audible is offering Trade Show U listeners a Free Audiobook with a 30-day Trial Membership!

Just go to audibletrial.com/TradeShowU

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Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep. 014 - Are You Preparing for the Super Bowl or a Pick-up Game?

Jim Cermak — Thu, 30 Jan 2020 01:00:00 -0400

Episode 14 – Are preparing for the Super Bowl or a Pick-up Game?

The Super Bowl is this Sunday and it got me thinking about trade shows. Shocker, right? I have a question for you – are you preparing for your next show like it’s the Super Bowl or like it’s a neighborhood pick-up game? There’s a difference!

There’s a reason it’s called The Big Game. It is the BIGGEST game of the year! Win or go home. Do or die. Here’s some things I thought of that compare your next show to the Big Game:

--- How are you preparing? Do you have the training regimen like a world class athlete putting in the reps, being at the gym or practice field for hours a day? Or the preparation of a championship coach? Pouring through hours and hours of game film, reading over scouting reports, and late night meetings with the coaching staff. Or are you treating your next game like a neighborhood pick up game – maybe tossing a football around in the back yard with a buddy?

--- Do you have a well thought out game plan or just going to wing it?

--- Is your team prepared? Are you training them well? Are you spending the time and making sure they are well versed on the booth, your business, your goals, and how they are going to be engaging and qualifying attendees? Or are you just going to let them show up? Be sure to check out Episode #3 on Training Here: https://tradeshowu.biz/episodes/episode-003-training-your-booth-staff-for-success/

--- How much do you know about the other team? About all the other exhibitors? About your competition? Listen to Episode 11 about what and how you should research for the show! https://tradeshowu.biz/episodes/episode-011-the-4-key-things-you-need-to-research-before-your-next-show/

--- We have come to Halftime in this short episode! Just like the Super Bowl has it’s amazing commercials – Trade Show University officially has its first sponsor!

This Episode is brought to you by Audible! Get a Free Audiobook and a Free 30-day Trial by visiting www.audibletrial.com/tradeshowu

We are back for the second half! Let’s go right to the next thing teams do to prepare for the Big Game.

--- Do you have the right players on the field? Whether its for the full game or just one specific play, coaches strategize about who needs to be on the field. You need to do the same thing for your next show! Depending on your goals, you want to make sure you have your top performers there. Need to engage people? Have your sales or marketing people – or your people people out in front! Need to do demos? Have your product people, your engineers, developers or designers there. Whatever your goals, staff up accordingly! For help, check out Episode 2 on Staffing your Booth for success: https://tradeshowu.biz/episodes/episode-002-staffing-your-booth-for-success/

--- Just like each player has a role on the team, so should your booth staff. Make sure you have a specific role or roles for each person in your booth. We talk about this more in Episode 3: https://tradeshowu.biz/episodes/episode-003-training-your-booth-staff-for-success/

--- Is your team conditioned to still be playing with high energy in the 4^th quarter? Just like a championship is trained to play at a high level throughout the entire game, make sure you and your staff are doing what it takes to keep your energy high throughout the entire show. For tips, listen to Episode 5 which was my interview with a registered dietitian: https://tradeshowu.biz/episodes/episode-005-how-to-maintain-your-energy-at-trade-shows-with-brittany-cermak-rdn/

--- So you get to the show and depending on how you planned and strategized – like for the Super Bowl or for a pick-up game – you will end that show in one of two ways:

( 1 ) At the end of the show are you jubilant or…

( 2 ) Sitting on the sidelines with your head in your hands?

OR ( 3 ) and possibly worst way - are you walking away like you were just leaving another day at the office? Like no big deal. You have to get invested in this and have passion to get the results you need!

So plan and prepare for your show like it’s the Super Bowl and not just some little scrimmage game! Then go and execute like a champion!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Episode 013 - Bringing the Experience of YOU at Trade Shows - interview with Robin Sacks & Angie Pohlman

Jim Cermak — Mon, 27 Jan 2020 01:00:00 -0400

Episode 013 – Bringing the Experience of YOU at Trade Shows!

Special Interview with Robin Sacks and Angie Pohlman of GroundedInClarity.com

It’s more than just experiencing your company – the key is the experience of you.

· Are you more than just the brochures and stuff in your booth?

· People buy from people – and they need to experience who you are.

Robin’s favorite quote from Maya Angelou – “People will forget what you said. People will forget what you did. But people will never forget how you made them feel.”

Exercise – You and your team show up, but none of your stuff arrived. The only thing in your booth space is YOU. What do you do?

If the boxes with your stuff didn’t show up, could you do what you needed to do?

It’s about having the confidence to say to yourself, “I know my stuff. I know what I need to know about my company. I am going to embrace this situation, have fun, meet some people, and make them feel good that they actually stopped by this empty booth!”

It’s easy for us to lean on our “stuff” as a crutch and fall back on old habits of just shoving a business card and literature into someone’s hands instead of starting a meaningful conversation.

Move beyond transactional goals (# of leads, # of badges scanned, etc.) and toward meaningful conversations.

When you do this, a magical thing happens. You don’t have to go looking for people as much – they will start looking for you!

Whether your stuff shows up or not, your approach should be the same. Start with the thought of engaging with people and getting to conversations and relationship building.

When figuring out what you and your staff should say, think about it from the viewpoint of the attendees. When you are an attendee, what draws you in? What makes you want to visit a booth and really dig into their offerings?

· What makes you smile? What makes you feel good? And what makes you want to turn and run?

· Don’t push your stuff on them. You want them wanting to take your brochures and business card because they enjoyed their experience with you.

· This starts to talk about your Personal Brand

Exercise – Three Little Words

· First – describe yourself using only three words.

· Next - Ask people who know you – If you had to describe me in only three words, what would those words be?

· Many times something amazing happens because often people will use words that we would never use to describe ourselves.

· There are one or two qualities we have which others see and value, but we don’t value them in ourselves. Often times we will even hide these qualities.

· These words and qualities are your Super Powers!

o If you are not bringing those Super Powers out all the time, you are probably missing out on opportunities on being authentically you

TETRIS Game example:

· The goal of TETRIS is to fit different shaped blocks to create complete rows. Once you complete a row, it disappears.

· TETRIS taught me everything I need to know about life…

o When you fit in, you disappear!

· Your goal at Trade Shows is to NOT look like everyone else and fit in.

· One great way of standing apart is to give people an experience, and that starts with YOU.

If you are doing smaller or local shows that are just 1 day long and maybe just a few hours, you have a very limited opportunity to grab people’s attention.

· At these smaller shows, it is even MORE critical to Stand Apart!

Stop thinking and communicating in Words – and start thinking and communicating with STORIES.

· Info can make you look like everyone else, however…

· Your stories are unique to you

· You can use stories to get to the heart of the needs of your attendees

· Bring stories to bring situations to life and this will help you BE MEMORABLE

· Stories allow you to go where the attendees need you to go

· This leads to meaningful conversations and that is when attendees will reveal their needs

· Come into the show thinking, “What kind of problems can I solve for the attendees?”

· Never assume you know what the drivers of the attendees are

Introverts – best thing for introverts to know is that you don’t have to do a lot of talking. You just have to start with a good question.

· So being an introvert can be an asset because you are showing the attendee you are listening and caring about what they have to say

· The beauty of being an introvert is that you don’t have to produce a script. You don’t have to present. You just have to be able to listen, and then guide the attendees to get their needs met.

· Just get CURIOUS!

· So if you’re an introvert, don’t focus on the parts everyone thinks are weaknesses. Focus on your strengths.

· Try out the Three Little Words exercise and bring your Super Powers to the shows!

· And being an extrovert isn’t all positive! Extroverts can come across as overly aggressive and chase people away.

No matter what your personality – you need to give yourself permission to show up as you.

· Just show up and be Authentic, have conversations and be curious

· Try it sometime and you will see the power in it.

· Plus its easier than you might think!

· Be confident in yourself! Confidence doesn’t necessarily mean loud or boastful – it can be a quiet confidence.

· Most confident people say less – but what they say Matters!!

Robin & Angie’s Key Takeaways:

· Remember the Maya Angelou quote: “People are going to forget what you said. They’re going to forget what you did. They’re never going to forget how you made them feel.”

· Find those moments to help your attendees “feel.” People don’t buy just on logic, but by how they feel.

· Remember – It’s not about you. What do THEY need?

o Unless you get Curious and ask questions, you will never find what they need.

o Keep your focus Outward as opposed to Inward

· YOU are everything you need to bring to the table

o Have self-awareness and know what your Super Powers are

o There are some people who will naturally be drawn to who you are and want to build a relationship with you

· Remember the TETRIS analogy – when you fit in, you disappear!

o That is something you definitely don’t want to happen at your next trade show!

To Contact Robin and Angie:

· Go to www.GroundedInClarity.com and go to their Contact page

· Or send an email to groundedinclarity@gmail.com

· Or on LinkedIn search for Robin Sacks and Angie Pohlman

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Episode 012 - Answering YOUR Burning Questions! Listener Q&A #1

Jim Cermak — Mon, 20 Jan 2020 01:00:00 -0400

Episode 012 – Answering YOUR Burning Questions – Qualified Leads, Getting the Most of Your Staff, & Follow-Ups

I have been getting so many fantastic questions from Trade Show U listeners. So I picked three of the most popular burning questions and answer those in this episode. I’ll be featuring more listener questions in future episodes! Don’t worry – when you send me a question, I’ll answer it right then and there. You won’t have to be waiting for the next Q&A episode!

Question #1 – How can I determine Qualified leads vs. tire kickers?

· This is the million dollar question! I only wish more companies asked it!

· Determining qualified leads vs tire kickers, it’s all on you. Unfortunately it doesn’t say “Qualified Lead” on the name badges, and doesn’t tell you on a business card or when you scan a badge.

· And because qualified is different for each company, that means you have to ask questions!

o Qualifying the attendees is necessary.

§ The first step is to determine what a qualified lead looks like. Start by looking at your current clients or customers. What industry are they in? What size company? What title is the decision maker? Whatever the criteria are for your business.

§ Determine the one or two most important criteria. Then craft questions to determine if the show attendees you will be talking to meet your criteria.

Question #2 – How do I get the most out of each person working our booth?

· This is a struggle for most companies. Just like each company has it’s A players, B players, and people all the way down the alphabet, you will have a variety of skill sets and motivation in your booth.

· Training is great first step, because if they are unaware of what they need to know or supposed to do, they’re even more likely to check out. But the real keys are Goal Setting and Accountability for each person.

o With goal setting, of course each person should know the overall goals, but performance is more likely to happen when they have an individual goal and they know how they personally will help reach your overall goals.

o Then it’s backing it up with accountability.

· I suggest going back to Episode 002 – Training your booth staff for Success for a deeper dive into this topic

Question #3 – I am frustrated by Lack of client's interest when following up after the show. What would you recommend?

· This is a great question, and I’m sure most if not all of us have experienced this.

· After the show you’re excited to follow up with the people you met at the show and you get “Not interested” or “Who are you?” or no response at all.

· You will never be able to avoid this 100% of the time because sometime people just stopped by to get in your drawing or grab your giveaway.

· Here’s a couple of things you can do to maximize the effectiveness of your follow up and the majority of it is determined by you in your booth:

o Make sure you are following up with a qualified lead. Talked about this earlier in the episode.

o Make sure they are the decision maker or part of the decision making process

o Let them know while they’re still at your booth how you will be following up with them and what you’ll be discussing. They should leave your booth expecting your follow up!

§ “Thanks for stopping by our booth, Chris. What happens next is I’m going to give you a call next week (or someone from our team), and we’ll go over the pricing of our deluxe package which we discussed today. Does that work for you?”

§ Maybe you even set up a specific date and time. May not be easiest in show setting.

o Then to reinforce and remind about the follow up – send an email with the details of the follow up. Chris – great meeting you at the XYZ Show last week in Orlando. We discussed our Deluxe package, and I promised to give you a call later this week with the pricing information you were interested in. I look forward to talking with you.

· So to summarize how to increase the effectiveness of your follow ups so you’re not calling people who all of a sudden have no interest, do these four things:

o 1 - Make sure they are a qualified lead

o 2 - Determine their place in the decision making process

o 3 - Confirm the follow up before they leave the booth with specifics – people remember specifics.

o 4 - Then follow up after the show with an email reminder

o Do all these things and you will increase the odds of having successful follow ups.

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Episode 011 - The 4 Key Things You Need to Research before Your Next Show

Jim Cermak — Mon, 13 Jan 2020 01:00:00 -0400

Episode 011 – The 4 Key Things You Need to Research before Your Next Show

For many people listening to this right now, you are headed right into a busy trade show season, or maybe right in the middle of one. The best part about this is no matter when your next show is, you can utilize research as your secret weapon to give yourself an edge at the show and beyond. Obviously if your next show is still a ways away, that gives you more time to research, but even if it’s just a week away, you can still conduct research to give your company an edge!

If you are heading into a brand new show you have never been to before, then research is so critically important.

But research is also for shows you have done before, maybe even multiple times before.

Here are the 4 Key Things you need to Research before Your Next Show:

· First – What industry does that show serve. To best prepare your booth, what info you will be bringing, what your focus and your message will be, you need to understand all about the industry – even if you’ve been in that industry for years! Here’s what you need to research:

o Industry trends,

o Who are the industry Leaders – what do they focus on? What is their messaging and branding? Learn from how they do what they do

o Buying habits – important to know their buying habits, and how things may have changed. Do they buy direct or go through buying groups or dealers?

o Have government regulations affected the industry?

· Second – All of the Show info – how old is the show, number of attendees, number of exhibitors, speaking opportunities, networking opportunity.

o Doesn’t matter if you have done this show many times in the past, dig through the show website to find out what’s new. Shows are constantly trying to reinvent themselves to keep things fresh and attendees coming. They may open up new segments to draw in whole new markets.

o You don’t want to be caught off guard and miss out on new opportunities! Find out what the show is doing new. This should be on the show website, and if you can’t figure it out, call your show contact and ask!

· Third – Your Competition – who is your competition in this space? You may know who the current competitors are, but what do you know about them? Do they have new products? How are they changing? What are their strengths and weaknesses? And who are the new competitors? Pay attention to any new names coming into the market! They may be bringing all new products, services and ideas that can sway customers in their direction.

o Stay aware of companies that are not direct competitors, but sell a similar or complementary product or service. Especially if they sell to the same customer base you are selling to.

o Another example would be a complementary business which becomes a direct competitor.

o Don’t dismiss anything the competition is offering or saying. Better yet, use the information you found to create answers and a response to attendees who mention your competition and what they have to offer.

o The key takeaway with competition is to never be caught off guard. Be aware, Prepare and be ready.

· Fourth – Where to go to do your research. There are several inexpensive or free options available to you which are excellent resources. Some will give better results than others based on what industry you are in and what you’re looking for.

o Show website – This is a must for finding out who attends the show, how many people, who else is exhibiting, who is speaking and so much more.

o Internet Search engines – Yahoo, Bing, YouTube, Google and others.

o Industry associations – The purpose of an association is to serve its members, and one of the ways they do that is by conducting their own research. Most associations have tons of stats, data and info that can help you better understand the industry they serve, and it’s often free!

o Industry publications – always a great resource for the most up to date industry trends, case studies and data

o LinkedIn – Search companies you would like to target, can find job titles of leadership and identify similar companies. Find industry groups, join in and see what discussions are happening on the hottest topics.

o Government websites and resources. Not only can you find info on the government and its many agencies if you are marketing to them, but can also find out data on population, worldwide trends, and much more. The Library of Congress website is widely regarded as one of the top research sites. Looking for more localized info? Check out your local chamber of commerce.

Research doesn't stop when you get to the show! Research competitors, industry, attend talks, and get important info you may not be able to get anywhere else.

One last thing – be quick and efficient with your research. It can be so easy to get overwhelmed by the amount of information available to you. Figure out before you start what you want the research to do for you, and then stop after you have gotten that info you need.

· So get in, get the info you need, then get out.

· Also make note of resources that you want to go back to later that may be helpful in other areas of your business.

HERE’S THE WRAP UP! Here are the four main things you want to consider to make research your secret weapon for your next Trade Show!

· #1 understand what industry the show serves. Investigate the trends, buying habits, leaders and more.

· #2 – research the show. Dig through the show website to get all the info you need to best prepare you and your resources.

· #3 – research your competition – Try to understand their strengths, weaknesses and offerings – and know how you compare.

· And #4 – where to go for your research. Know your options so you can be efficient and effective with your time.

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Episode 010 - Using the Power of Improv at Trade Shows PART 2 - with Roger Miller of Tues@7

Jim Cermak — Thu, 09 Jan 2020 01:00:00 -0400

Episode 010 – Using the Power of Improv at your Trade Shows (Part 2) – Interview with Roger Miller of Tues@7

Show Notes from Interview with Roger Miller – Part 2

Introducing Roger Miller – a right-brained person in a left-brained world. Roger has the unique background combination of being in the not-very exciting medical Insurance industry, and also a special effects makeup artist! Roger has been involved in many shows in both of his worlds – insurance and special effects makeup. He draws on inspiration from both to give great tips and value for you and how to do things differently in your booth for greater customer engagement and results.

Improv Tips:

· Train your team on the top 20 questions they may hear at the trade show booth

o Get your team together to brainstorm and come up with the top 20 questions and things attendees may ask

o Then come up with efficient responses for each question and give them to your team (aka your cast)

o Practice these 20 responses for a couple of weeks leading up to the trade show. The more you practice your responses, the more your team will be prepared to not only answer these popular questions, but also the unexpected questions that may arise as well.

o This is truly at the heart of improvisation!

· Remember – during the GO phase, you want to Look and Listen, and that will tee up your next response.

· Listening is so important! Listening leads to proper responses which will engage the attendee into a deeper conversation.

o By not listening, you can be wasting your time and the attendees’ time.

o Not taking time to listen will cause you to just give the points you want to give and may totally miss the mark with the attendees. You literally can turn off a potential customer.

· Engage ALL the senses. How can you use…

o Sight – using holograms, virtual reality headsets, creative lighting

o Sounds – music, spinning carnival wheels, industrial sounds, more

o Smells – foods (like coffee, popcorn, fresh baked cookies), flowers, dirt, others

o After using something to engage the senses, one exercise would be to simply ask attendees, “What do you think?”

· By taking some of these more creative aspects and introducing them into more traditional business shows, you WILL stand out and draw in more attendees

· Add in the training done on the Top 20 Questions and you will add to how memorable your booth is in these ways:

o Being unique – uniqueness is always more memorable. Just be sure it is tied to your brand or your products.

o Giving efficient and direct answers to questions from your trained staff.

o You have broken the “fourth wall” and gone out to engage with attendees.

TIPS for those who don’t consider themselves Creative or Outgoing, or who are uncomfortable going out to engage attendees:

· Remember business as theater, and your cast can be characters

· Roger shared a story about when his wife was in high school used to be a server at Pizza Hut. Occasionally the manager would let them wear alternate nametags – and she went from Beth to Sassy.

o This new name not only set a new level of expectations for her customers, it also gave her license to become a “character” and do things she wouldn’t normally do – and create a positive experience.

· Brainstorm on what qualities you would like to have yourself and in your team members, and possibly create “characters” for you to emulate.

o Would you like to be more aggressive, outgoing, fun, engaging?

o Do whatever it takes to create that personality

o Give yourself permission and license to bring those personalities to the trade show floor

o Study other popular and iconic characters to see how you can take their personality traits – like the Saturday Night Live characters from several years back – weightlifters Hans and Franz.

o Your “character” might not be taking attendees through the entire lead process, but maybe just be present to start the engagement

STAGE – GO – ENGAGE (go back to Part 1 of this interview to hear the intro on this program)

· STAGE – can actually bring a stage to stand on. Want to stand out? Then stand on a stage so you are higher than everyone else!

o Do something so you and/or your characters can be seen from other booths and by people walking down the aisle

o Doesn’t have to be super over-the-top but just create enough of a difference to be memorable

o This memorability can bring customers back over and over

· GO – you and your cast don’t physically have to leave the booth (or Go) to be part of the Go process.

o It is putting your memorable experience in action and getting people to notice you in a positive way

· ENGAGE – this is all about getting attendees involved in your experience and your process

o The BMW Example – using the auto show as a stage, and inviting attendees to a special private event where they can test drive cars on a big track.

o This is a unique opportunity that many will get excited about, and allow them to engage with you and your product after the show

o Remember that the engagement part doesn’t always have to happen right at the show! Be creative!

· This system is all about getting attendees and potential customers step by step into and through the buying cycle process. Determine the steps and figure out ahead of time how you will get them to Step 1, and then Step 2, 3, etc.

Words Change Worlds!

Roger’s Takeaways:

· Commit to looking at your Business as Theater, and your staff as your Cast

· Break that fourth wall and really invite the attendees into your world

· Make STAGE-GO-ENGAGE part of your regular process and culture

· Create those characters, and go from “Beth” to “Sassy” if you need!

· Come up with the top 20 Questions and Rehearse your answers so you are well equipped to answer the unexpected questions, too

------------------------------------

How to contact Roger Miller:

· Roger's Facebook page: https://www.facebook.com/roger.miller.7359

· Tues@7 Facebook page: https://www.facebook.com/groups/385753735423902/

· Tues@7 YouTube channel: https://www.youtube.com/channel/UCtPMYkSfKmesd3kE5TaxVHA

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Episode 009 - Using the Power of Improv and Creativity - with Roger Miller of Tues@7 - Part 1

Jim Cermak — Mon, 06 Jan 2020 01:00:00 -0400

Episode 009 – Using the Power of Improv at your Trade Shows (Part 1) – Interview with Roger Miller of Tues@7

Show Notes from Interview with Roger Miller – Part 1

Tips for doing things differently at the trade show booth:

· Learn from Experiential shows that are extremely creative. The energy, creativity, engagement, live streaming, multi-media and more are used in more of the arts, theater and creative industry shows.

· Iconic characters are one way companies can brand themselves and build on themes

· In the insurance industry, think of Progressive’s “Flo” and Allstate’s “Mayhem”

· Memorable and effective for very different reasons

· Flo is good but Mayhem is great because his character immediately ties to the benefits of having insurance.

· But think about characters like that and what make them memorable. Then think of those aspects and how you can create a character or a brand image using those characteristics.

· Try to bring the same kind of creativity to the show floor and use it in a way that stops attendees in their tracks and allow you to engage in new and exciting ways.

· Obviously this takes planning with your team prior to the show to give you enough time to execute your plan.

· Figure out what emotion you need to get from your audience. Is it fear, like in the insurance industry? Is it desire? Or something else?

· Then its about taking it to the next level – taking your attendees to a place they haven’t gone or typically don’t go at a trade show.

o For example – at an auto show go beyond just letting people sit in one of your cars and give them an immersive test drive experience.

· Step 1 is Drawing Attention – how do we actually get people to stop.

· Step 2 is Engaging the attendees

· If you are in a more traditional business industry like insurance, being creative will really help you stand out at your next show. However, if you are in a creative field like art, music or theater, then you really have to ramp up your game because everyone there will be employing creativity.

· Don’t call your booth staff your sales people or marketing people or whatever their usual role is. Call them Your Cast.

Using Improv

· When most people think of improv, their minds go to the TV show “Who’s Line is it Anyway?” starring Drew Carey.

o Most people who watched this thought that there is no way this could be improvised – these people are way too good. This must be rehearsed.

o But it is truly improvised!

o The key to these people being so good is that they practice their improv by practicing various situations that they might be put in. So when new situations come up, they can pull from things they have practiced in the past that are similar

· Business – especially at a trade show – is really more like theater

o In traditional theater you have a cast who have roles, lines and actions – all of which they commence at specific times.

o Trade shows are just like this. You need to treat your booth staff as your cast – giving them roles, scripts and actions to carry out.

· In theater – there is a “fourth wall” which separates the cast from the audience.

· With Improv – you need to “break” the fourth wall at all times and include your audience in to the performance.

· There are 3 components to Improv: Stage, Go, and Engage.

o Stage includes creating roles for everyone. If you are including creativity and one person is meant to stand out from the rest, then they need to dress and act the part.

§ The stage is also where you are seen – and is truly your entire exhibit. Maybe you have a platform for some of your staff or your display to be raised above everyone else – even if it’s just a few inches.

§ This takes most of your planning.

o Go is breaking that fourth wall. It’s going beyond your booth to grab the attention of the attendees.

§ Go is probably the easiest piece because it doesn’t take near as much planning as the other parts.

§ Your cast or characters need to come off of the stage to approach the attendees.

§ The critical part of GO is to Look and Listen. Absorb the information from the attendees, and this info from the audience will cue your next response where Engagement occurs.

o Engage is where you start that conversation with the attendees based on the information you gathered while looking and listening in the Go phase.

§ This is where we make the connection, convey our value, and get remembered

§ Training and preparation ahead of time is critical! Practicing on the standard questions and situations will help prepare us to better handle the unexpected questions and situations.

------------------------------------

How to contact Roger Miller:

Roger's Facebook page: https://www.facebook.com/roger.miller.7359
Tues@7 Facebook page: https://www.facebook.com/groups/385753735423902/
Tues@7 YouTube channel: https://www.youtube.com/channel/UCtPMYkSfKmesd3kE5TaxVHA

Check out Part 2 of the interview with Roger Miller where we explore Improv further and specific exercises for using creativity to achieve massive results!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Episode 008 - New Years Resolutions for Trade Shows

Jim Cermak — Mon, 30 Dec 2019 01:00:00 -0400

Episode 008 – New Years Resolutions for Trade Shows

New Years Resolutions for Trade Shows? Really? YES!! Resolve to make 2020 the best year ever for your shows!

· 2019 is in the books, and I hope it was a good year for you personally and professionally.

· Celebrate and remember the highs, take the lessons and memories from the lows and keep moving forward.

· I want you to Make 2020 the year you commit to expect more and get more from each and every trade show. Raise the bar!

· But focus is key. If you have too many things you are trying to accomplish, chances are you won’t do any of them as well as you could.

· Here are just 4 Resolutions for your trade shows in 2020.

o 1^st Resolution - Take shows seriously. Act like it’s your own money being spent on the show. If you were footing the bill, would you take it more seriously? And if you’re a small business owner, it is your money! Don’t forget what your time’s worth. That should go in your calculation.

§ Also don’t procrastinate. Don’t put things off. Give yourself the time needed to set goals, strategize and plan for success.

§ Don’t assume your staff is good enough and doesn’t need training. Assume they know nothing and train them so you can hit your goals.

§ If you’re the leader and responsible for the show – act like it! Take charge. Make things happen. Take it seriously.

o 2^nd Resolution - Don’t get bogged down in the details. Make results your focus! Yes the details are important, but strategizing for results and ROI is MORE important. We can tend to spend so much time on all the little details for the show. Of course all of these are important, but they often overshadow goal setting and training your staff to maximize results!

o 3^rd Resolution - Improve at least one part of your booth, display or staff show efforts with each new show. Make a commitment to improve at least one thing for each show. Don’t just do the same things over and over every time. No matter how good your results, you can always improve! So keep focusing on improvement and trying new things – at least one new thing for each show.

o 4^th Resolution – Keep your staff accountable. Your people should never just be allowed to show up at a trade show, work and then go back to life.

§ Each person should be responsible for different things and have their own goals to hit – and this includes you!

§ There should be no confusion as to their responsibilities, and there should be clear follow up after the show – and possibly even during the show (depending on what’s being measured). Remember – what gets measured gets accomplished!

§ Keep your team accountable and they will deliver!

· So there you go! Take those Resolutions and make them your own, and 2020 will absolutely rock for you! You will crush your show goals!

· I want to hear from you! What are your resolutions going to be for this year? Head over to our Facebook or LinkedIn page and leave a post, or even message me, or shoot me an email to jim@tradeshowu.biz

o I hope you are seriously going to be making some changes and committing to making your shows in 2020 the best ever!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Episode 007 - What should your staff Wear in the Trade Show Booth?

Jim Cermak — Mon, 23 Dec 2019 01:00:00 -0400

Episode 007 – What to Wear at Your Booth

In this Episode, we’ll be discussing what you and your team should be wearing at your booth when working a trade show. Yes – what you wear DOES make a difference in your branding and results!

· Yes, having a plan for what you wear at your trade show booth is Important, but doesn’t have to be complex

· What you wear is the first impression you will make with attendees. They will make a lot of assumptions about you and your company based on what you are wearing and how you look.

· Some apparel makes a statement, and others have practically little impact.

· The principles are pretty much the same whether you have one person or a group of people working your booth

· When someone looks at you, are you memorable or forgettable? You want to be memorable! Maybe not you specifically, but your company.

· Of course, there are varying degrees of memorability. Wearing a shirt and tie may have a professional look, but also may be easily forgettable. Having everyone in the booth wearing the same tie notches the memorability up a notch. Having that tie with your logo goes up another notch. Having guys and girls all wearing that tie, one more notch.

· My number one rule - Be sure you match in some way!

· The benefits of matching far outweigh any negatives.

· First – reinforces your brand. Your corporate colors and logo should be represented. Plus people should be able to look at you and get at least some understanding of how you are to work with as a company.

· Second – attendees can identify you. By having on the same colors or outfit as the rest of the people from your company, attendees can make a better connection between you, your company, and your offering or promotion.

· Third – when your booth is hopping with activity, attendees know who works there and who doesn’t. If everyone is dressed differently, can be very difficult to tell. So instead of getting a question answered which can lead to a meaningful conversation, the question may never get asked.

· Don’t fall in the trap of letting everyone wearing whatever they want “as long as it’s professional.” When everyone is dressed differently – even if it’s professional – it looks messy because there’s no cohesion.

· When it comes to apparel, you really only have two options. You can either go Corporate, or go with a Theme:

· Corporate is having everyone wear something similar that reflects your organization, your culture, your industry, or your brand.

· What you will see most often are polos and/or button down shirts. Polos and button downs might say we’re a little more casual and good to work with.

· Companies wearing Shirt and tie or a suit definitely give a more formal vibe, and convey trust and expertise. Might find companies in a shirt and tie that are focused on regulations, compliance or contracts - like finance, banking, insurance or consulting.

· On the other end of the spectrum, maybe t-shirt and jeans will work for you. That look will also work if you’re trying to market to millennials and a younger generation.

· You can also dress for your industry. For example, if you’re a fitness company, maybe your staff is in workout wear. Or a healthcare company in nurses scrubs.

· No matter what corporate look you are going for, make sure you all match, and make sure your look matches your brand and culture.

· Theme. You can use a theme for:

· Promotion - A promotion can be a contest, a sale, promoting a product or more.

· Brand – use a theme to promote or boost your brand. Is safety and security part of your brand? Dress as police or security officers, or maybe Men in Black suits. Is expertise or creativity what you want people to think? Maybe everyone can have wizard hats. Brainstorm! Be Creative! And have fun!

· New Product/Service – Creating a theme around a new product or service launch can be impactful. Just have to make sure the theme fits the product. For example, a company launching a new enhanced service program called White Glove Service had everyone was dressed in tuxedos and wearing white gloves. This was super effective because just by looking at the booth and each person working, you knew exactly the type of service they were offering. Plus seeing someone in a tuxedo anywhere else in the show was a visual reminder.

· Bottom line – Having a theme at your booth can be effective, memorable and fun. Just make sure your theme ties to whatever you’re trying to get people to remember. Don’t have a theme just to have a theme. You don’t want people leaving the show talking about the booth where everyone was dressed in safari outfits, but can’t remember the company or the product, or that they didn’t understand the theme. Remember - Brainstorm! Be Creative! And have fun!

· For Individuals – here’s four quick tips for you when you are working a show.

· 1 - Look Professional. If you don’t have a theme, and maybe you’re working a show by yourself, the key is to look professional. Doesn’t have to be a business suit, but something appropriate for your business and your brand. If you’re still unsure, then think about who the attendees will be and dress to their level or above.

· 2 - Look Good. Not just what you are wearing, but how you’re wearing it! Make sure your clothes fit right – not too big or too small. So if you are wearing a new shirt from your company, try it on way before the show in case you need a different size. Also – be sure to iron your clothes!

· 3 – Smell Good. Yes, you wear your smell! It can definitely make the wrong impression. Shower, wear deodorant and cologne/after shave. And also have mints or gum with you so your breath isn’t the one thing they remember about you!

· 4 - Wear comfortable shoes. Trade Shows can be brutal on your feet and legs because you’re basically standing on cement for hours or even days. You owe it to yourself to have a good pair of broken in, comfortable shoes.

· Ladies – as much as you might look great in a pair of high heels, recommend leaving those at home and going with something lower that will give you more comfort over the time you’re on your feet. And if you must bring those heels, bring another pair of shoes to change into if your feet start aching.

· So let’s WRAP UP this class on Trade Show Apparel 101!

· 4 key takeaways:

· What you wear in your booth definitely can make a difference! Are you memorable or simply forgettable?

· Make sure everyone in your booth is matching in some way. The benefits can be significant!

· You can go with a corporate look – one that at very least reinforces your brand, and gives an idea of your culture and how you are to work with, or corresponds to your industry.

· Or you can go with a Theme – one that supports a promotion, your branding, or even a new product or service launch. Brainstorm, be creative, and have fun!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Episode 006 - What Lead Gathering Option should You choose?

Jim Cermak — Thu, 19 Dec 2019 01:00:00 -0400

Episode 006 – Lead Gathering Options

In this episode we will be discussing different options for gathering leads at your next show while going over the Pros, Cons and my Bottom Line comments. Plus We’ll also discuss the difference between leads and qualified leads, and which ones you really want.

· The important thing to remember when gathering leads, is It’s not just about the number of leads you gather, it’s about getting QUALIFIED leads

· Just collecting business cards or scanning the badges of everyone who enters your booth will cause way more follow up work than needed

· Five main methods to capturing the info you need

· #1 – Badge Scanners. Many shows have exclusive badge scanners for their shows. To determine if a badge scanner is a good choice for you, consider:

· How busy will the show be? If you are having hundreds or even thousands of attendees, then a badge scanner can be a quick and effective method.

· What other attendee information will the show provide with the scans? Aside from basic contact info, what else is the show collecting and will be providing to you? Find out everything, and if that info is important to you this may be a good option.

· What’s your budget? If the budget is tight, skip this option.

· PROS – Quickest way to get contact info.

· Get a spreadsheet after the show of all your leads and info which can be very handy for follow ups.

· You don’t have to invest in your own equipment or use your personal phone

· CONS – Can be pricey.

· Typically only get one unit and it can be tied up when someone else wants to use it.

· If only use it to scan badges and get contact info, then its no better than getting a business card.

· Bottom line – Suggest getting a badge scanner at a show ONLY IF you do more with it than simply scan a badge. Make it your info gathering tool to guide your staff through the initial conversation with attendees. Most scanners are customizable to add in questions.

· #2- Business card scanning apps – Go to the Apple or Google app store and do some research. Most are free to try out – at least for a trial or limited use. But even if going to full purchase, will be far less expensive than renting a badge scanner.

· PROS – Inexpensive option – possibly free, multiple highly-rated options available, can be customizable to capture the info you need, each person at your booth can potentially have one on their own phone and be able to scan attendees

· CONS – Requires attendees to have business cards to work so if you’re marketing to consumers this is not your best choice, need to consolidate everyone’s scans after a show if multiple people are using, may not integrate with CRM

· Bottom line: Using a business card scanner can serve you not only at trade shows, but any time you are doing business or networking. Plus you can immediately and at usually no cost evaluate multiple options to see what is best for you.

· #3 - Kiosk or iPad to capture info

· Setting up a kiosk or stations with iPads or laptops where attendees can enter in their own information can be a very effective way to do things.

· Multiple highly-rated apps or even web-based services like Survey Monkey available for you to use.

· Getting attendees to do this does a couple of things – gets them involved, plus frees up time for you and your staff.

· Can have booth staff enter the info while talking with attendees, or hand an iPad or tablet to attendees to complete the information. Or create a kiosk for attendees to do on their own.

· PROS – Can be fairly affordable with the iPad plus inexpensive or free software

· Attendees can fill out info while staff is free to do other things

· Can customize to get the info you need

· With kiosk can add to the look and branding of your booth

· CONS – Might not be best solution for those on tight budget

· For some markets or smaller shows, can prove to get more in the way

· Bottom line: Using a technology kiosk or iPad to gather information may be the best way to do it – especially if you combine it with an offer or giveaway. People will take the time to voluntarily give you the information you want and need in exchange for what you are offering. Plus if you have a kiosk or an iPad stand, you can use that to brand your booth.

· #4 - Gathering business cards – Putting out a bowl for people to drop in their cards in exchange for winning a prize is not a bad way to gather cards. If you are marketing a product or service that anyone can use, this can be effective.

· However this can create a lot more work for you after the show. Business cards alone don’t tell you who is qualified or if that person is part of the decision making process. Second way is by having one on one conversations with an attendee, and then if they have the potential to become a customer, you get their business card.

· PROS – Super simple and possibly inexpensive

· With the fish bowl method, can get a large number of cards with little effort

· CONS – Could lead to a lot of wasted time in the follow up.

· Info on the business cards usually is not enough to qualify the attendee

· Bottom line: Gathering business cards can be inexpensive, quick and easy, but not the recommended way to go because you can waste so much time on the follow up.

· #5 - Paper and pencil – Using paper and pencil can be just as effective as an app or technology in getting the information you need. Just may take a little more time.

· But if you don’t have the technology available and are on a really tight budget, then printing up forms can be effective.

· PROS – Most inexpensive route

· Great if you don’t have tech

· Simple to create and use

· Not much training needed – everyone knows how to use a pen!

· CONS – Lots of work after the show compiling and putting into your systems

· Can take longer to complete & some attendees may just skip if too much

· Bottom line: Don’t overlook paper forms! Not as cool as tech, but can be equally effective at gathering info for a lot less time and money.

· THE KEY IS IN QUALIFYING:

· Scanning badges and gathering business cards is great, but is going to cost you a lot of wasted time in the follow up process making calls and sending emails to companies that will never buy from you, or communicating with people who are not decision makers.

· Focus on getting qualified leads. If you don’t qualify your leads, then you will be wasting a lot of time during the follow up process trying to sell to people or companies who will never buy from you.

· Qualifying the attendees is necessary.

· The first step is to determine what a qualified lead looks like. Start by looking at your current clients or customers. What industry are they in? What size company? What title is the decision maker? Whatever the criteria are for your business.

· Determine the one or two most important criteria. Then craft questions to determine if the show attendees you will be talking to meet your criteria.

· Remember – talking with unqualified attendees is simply a waste of time and money.

· Summary of today’s class on Gathering Leads:

· 1 – Badge Scanners

· 2 – Business Card Scanning apps

· 3 – Kiosk, laptop or iPad

· 4 – Gathering Business Cards

· 5 – Pen and paper

· And the 2 Keys to whatever method you use is to Qualify the attendee, and to capture all the information you need!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Episode 005 – How to Maintain Your Energy at Trade Shows – with Brittany Cermak RDN

Jim Cermak — Mon, 16 Dec 2019 01:00:00 -0400

Episode 005 – How to Maintain Your Energy at Trade Shows – with Brittany Cermak, RDN

A very special episode today with our guest (and in full disclosure – my daughter) Registered Dietitian Brittany Cermak! Brittany is going to discuss what we need to be doing to maintain our energy throughout these long shows. With many hours on our feet and having to perform at a high level, we can get tired and drained. This is important information for anyone who works trade shows!

Brittany is a Registered Dietitian & Nutritionist in Cleveland, Ohio who works full time for a non-profit health clinic group, is a professor at Case Western Reserve University, and also has her own private practice called Your Life Nutrition.

What is your experience relating to trade shows?

I have attended many trade shows for Food and Nutrition from local to national and engaged in company booths.
I have also held a booth for Your Life Nutrition at different health fairs trying to engage attendees for nutrition education and to promote my services
My goal was to leave attendees with something to remember that was positive about me and my business. Energy and passion is critical.

What was your most memorable trade show moment?

At a large, national nutrition show, I got to see Lisa Lillian from “Hungry Girl” at the Flatout wrap booth. Even though I didn’t get to meet her, I waved at her and she waved back. I was a little star struck!
Lesson – how can you create “star-struck” moments for attendees at your next show? Maybe it is bringing in a celebrity or someone well known in your industry to your booth. How else can you have people feel special at your booth and leave with a unique positive experience?

Your top tips for our listeners (trade show planners and workers)

Eating properly is critical for maintaining your energy.
So important to eat breakfast!
Stay away from high carb, high sugar items like donuts, pastries, waffles/pancakes, etc., because they will have you crashing down in energy after a couple of hours.
Higher protein items like eggs, meats, veggie omelet, etc. will help you feel full longer.
Coffee is fine especially if you are used to drinking coffee regularly. Skipping can lead to headaches.
For longer shows spanning multiple days:
Plan & Pack
Stick portable healthy options in your show bag to have on hand
Have your snacks in single serving bags so you can easily grab one when you need. Also smaller portions will help you avoid eating too much at once and running out of your food before the show ends.
Don’t rely on what food offerings vendors at the show venue have
Always pack more than you think
Items that can be taken through the airport
High protein options to help with feeling satisfied
Eat a snack every 3-4 hours to keep you energized and prevent feeling hangry and ravenous
Put in single serving bags so they are easy to pull out and eat your portion without eating all of your packed snacks at once.
If you don't want to pack these, hit up your local supermarket when you arrive
Dried nuts
Protein bars
Jerky
Commit to eating fruits/veggies with every meal to help provide natural energy and keeping it light
Focus on lean protein
Whole Grains
Avoid high starch meals like only pasta dishes that will leave you feeling full and sluggish
Pass the candy offered by vendors
Take advantage of the fruit available in presenter, press, exhibitor, and VIP rooms if you qualify
Make time for Lunch
Make time for lunch, even if it’s finding the one healthy meal for sale at the venue restaurant.
If you rely on snacks and booth samples alone you will be so famished and fatigued by day’s end that every food will call your name.
Hunger does crazy tricks to our brain so do your best to maintain the snack and lunch timing you have at home.
For Dietary Restrictions, Food Allergies or Sensitivities:
If you have dietary restrictions or allergies be sure to communicate this with the event staff well in advance
Check also with your hotel to find out what options are available to you
Can scope out local restaurants or markets for other options
Do NOT just take the chance on your health because you feel you might be embarrassed to not eat what your colleagues are eating. You will be grateful to do your research and stick to a diet that you know is good for you.
Proper hydration
This is key!
Proper hydration affects your alertness and mental acuity as much as food does.
Pack a reusable water bottle
Take sips during the show to help you avoid having to rush to the bathroom!
Have gum or mints can keep your mouth hydrated without slugging down huge amounts of water – plus it keeps your breath fresh!
Avoid the alcohol or sugary drinks and juices which can also cause post-drink sluggishness
If traveling for more than a day
Try to stick to your typical diet routine
Commit to eating fruits and vegetables at every meal
Focus on eating lean proteins like fish, chicken, turkey and eggs
Eat whole grains – brown rice, whole wheat pasta and breads
Avoid high carb meals
If you have a sensitive stomach or get gas easily you may want to avoid any new foods you aren't used to eating
Foods that frequently cause gas
Cabbage, Garlic and other foods that cause problems for you
Eating for the show
Avoid eating at your booth because it makes you look messy and less approachable
Keep a tooth brush or breath mints in your bag
Brush your teeth after a meal or pop a mint so that your potential clients are smelling your garlic laden lunch
To avoid body fatigue – legs and feet:
Have comfortable shoes. Ladies – may want to leave the heels at home!
Do not get brand new shoes for a show – can lead to blisters and pain

The top 1-2 takeaways:

Choose healthy options, eat light, and add fruits and veggies to every meal
Snacks are your friends! Nuts, fruit, protein bars, etc.
Take small sips of water to prevent the need to run to the bathroom

What would you like to promote (for your own business)?

Please take advantage of this! We want this to be a WIN-WIN!
My services and meal planning
Follow me
Head to my website to subscribe to my website for weekly emails
Make sure your product or offer is somewhat timeless for those who tune in long after the original episode airs.

Special Offer for Trade Show U listeners!!

· 10% off any Services – Weight Loss, Meal Planning, Nutrition Consulting and more!

How should people get in touch with you?

www.YourLifeNutrition.org – subscribe for value-packed weekly emails
Also search for Your Life Nutrition and Brittany Cermak on Facebook, Instagram and LinkedIn!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Episode 004 - Creating your Booth Flow

Jim Cermak — Thu, 12 Dec 2019 01:00:00 -0400

Episode 004 – Creating Your Booth Flow

If you’re not familiar with the term Booth Flow, it’s just what it sounds like – how to get show attendees to flow through your booth. And it's possibly the number one thing you can plan and orchestrate which will make the greatest difference in your results!

· The reason Booth Flow is effective is because it incorporates the most critical parts that will make or break your success at a show.

· How to engage attendees

· What info to capture

· How to capture it

· What you want people to leave your booth with

· The Booth Flow is your game plan!! It includes just three key components:

· First – Get attendees into your booth

· Second – Capture Your Key information – What do you want to capture, and how will you capture it?

· Is everything you need on a business card? Probably not. Then you need to identify all the info you need and want.

· How are you going to Capture that info? Figure out a system.

· Third – What do you want them to leave with?

· Literature/Marketing materials

· Giveaways

· What do you want them remembering?

· What do you want them to experience?

· How do you want them feeling?

· Orchestrate how your attendees will enter, experience and exit your booth – and that is the secret ingredient to maximizing your results.

· Your Booth flow, just like everything else, starts with your Goals. Your goals will help determine your flow.

· It all starts with making that first contact with an attendee. Don’t rely on attendees walking up to you. You need to have a strategy for engaging attendees.

· There are three ways to get people to stop at your booth:

· #1 – Pre-show marketing. Advertising, social media, direct mail, etc.

· #2 – Games, giveaways, attractions, or promotions. Nothing attracts like a spinning prize wheel, a magician, or something that delights the senses.

· #3 – Actually engaging people and inviting them into your booth. This can make the biggest difference in the results you get from your show.

· Now you can do all 3 options together to increase your odds of getting more people into your booth, but #3 is by far the most important.

· Never assume that attendees who walk past your booth got enough information to tell they don’t need to stop.

· You may have the best products, innovation, display and employees. But it doesn’t matter if people don’t stop!

· Top 6 things to NOT do in your booth:

· Give a simple greeting like Hello, how’s it going or how you doing.

· Asking any sort of yes/no question that has nothing to do with your company OR doesn’t make the attendee think.

· Say nothing! Just stare at the attendee, have a big smile, and say nothing.

4. Be on your phone and ignoring attendees. Put your phone away while you’re in the booth!

5. Talking with other booth staff

6. Leave the booth Empty. Unless you’re by yourself and have an emergency – NEVER have an empty booth!!

· Switch to this one simple technique which will lead to more people stopping and having meaningful conversations with you and your staff.

· For every attendee that is walking by your booth, Ask them a question relevant to your business that stops them in their tracks. One that makes them think even for a split second.

· Needs to be a question that gets you a quick answer.

· Can be a YES/NO question, but only if it qualifies the attendee.

· If they don’t qualify and won’t do business with you, don’t spend your time talking to them. Let them walk away.

· But If they say YES to your question, then great! They qualify and you want to talk to them. Now get them right into the next step of your booth flow.

· The key is this – don’t pick and choose who to ask the question to. Ask everyone you can! As soon as you’re done talking to one person, ask the next one you see.

· Break your booth into two areas – front of the booth and back of the booth.

· Front of the booth is where you will first engage the attendees, bring them into the booth and qualify them.

· Back of the booth answers questions, conducts product demos, hands out information and more.

· Assign specific roles to everyone working.

· Next step is capturing all the information you want and need. Ask more questions, have them take a survey, give a demo, enter them into a drawing, etc.

· Find out the person’s role in the Decision Making process

· Capture the info – determine who will capture the info and how

· Third part of the Booth Flow – what do you want them to leave with. If you have a new product or service you are promoting, then they should know all about it, leave with literature about it, and be signed up for updates.

· The key to all 3 parts of the Booth Flow is consistency! Ask the same questions, capture the same info, put them through the same experience, and have them leave with the same stuff.

· You may have 2 or even more flows you put attendees through based on their answers, what type of customer they are or some other variable. Just remember to stay consistent.

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Episode 003 - Training Your Booth Staff for Success

Jim Cermak — Mon, 09 Dec 2019 01:00:00 -0400

Episode 003 - Training Your Booth Staff

Training your booth staff starts with giving them the basics, and then shows them how to use those basics to help reach your goals and maximize your ROI.

· When training is done right, it can make the difference between having an okay show and an amazing show!

· The Basics are so important and we’re going to cover 12 of them in this class

· To start – really there are just two questions.

· First question is do you train your booth staff? If YES, then what do you train them on? You need to train them on how to really WORK a show.

· If you don’t train, you need to start. Do not assume your staff knows how to work a show to meet your goals. We will be discussing exactly what to train on.

· The first thing you need to do is create a strategy and timeline.

· For a successful show, all of this doesn’t just happen right before the show – it takes planning.

· Assumption – You already have all of the display pieces, banners, and other items you need. If not, figure in time needed for design, printing and manufacture of those items.

· Timeline:

· About 6-8 weeks out OR more – you need to prepare a complete strategy for the show. Work with company leadership to make sure you are focused on the right goals.

· You will need more time than this if you are preparing a large, complex booth or designing a new booth display.

· In your strategy, set goals, the focus at the booth, who will be working the show, pre-show marketing, and more. Go through every detail to be covered to plan the show and run the show AND hit your goals. Also assign responsibility for each aspect.

· About 2 weeks out – Hold a training session or conference call with everyone working at the show.

· Get feedback from your team to get buy-in.

· Once details have been finalized - follow up with a one-page summary they can print out, or have on their phone or ipad.

· The Basics – These apply to all types of businesses

1. Goals – Make sure everyone knows what you are trying to accomplish at the show, and their role in achieving those goals.

2. How to capture the info you need. Whatever your metric – make sure you have a system to achieve these. Train your team on how to use that system.

3. All about the show – Cover every detail that will be important to your staff. Include industry, number of attendees, job levels, show history, etc.

· Also share the show floor layout with booth location, customer and competitor booth locations.

4. Your key Product or business info

· What products or services are you promoting or highlighting at this show? What information or new promotions do attendees need to know? Main branding message you want your attendees leaving with. Every attendee should leave your booth not only with what they came looking for, but with what you want them to have.

5. All about Your booth.

· Your booth layout

· Booth design

· Marketing materials and literature

· Where the booth is on the show floor

· Attendee traffic flow

· Who is responsible for set up and tear down

6. Agenda and timing – Including timing for every event during the show your team is involved with.

· Exhibit set up and teardown times, and who is responsible

· Exhibit hours

· Meetings, workshops and networking events – times, locations and instructions

· Shifts times

· What to do at networking and social events – For some it can be an awkward experience. Train how to get the most out of these networking opportunities.

7. Games, Raffles or Giveaways – Make sure everyone understands what game/giveaway or raffle you are holding, and how it’s run. Every game, raffle or giveaway should have a purpose!

8. Booth Flow – A Booth Flow is the method and pattern for attendees to flow through your booth. Everyone working your booth should know exactly the process you want attendees to go through, who they should speak to, what products they should see, what they should leave with, and what info you want to capture. This is BY FAR the step which will get you the greatest return!

9. Attire – Make sure everyone not only knows what to wear, but that they have the right shirts or other items. Remind them to iron their clothes and come looking good!

10. Marketing before and during the show – Explain any mailers, ads, social media efforts, and other marketing.

11. Follow up efforts – Explain follow up efforts and responsibilities

12. After show recap – let your team know within a few days after the show you will be holding a meeting or conference call to get everyone’s feedback on the show, pros and cons, what changes should be made, and should you do the show again.

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Episode 002 – Staffing Your Booth for Success

Jim Cermak — Thu, 05 Dec 2019 01:00:00 -0400

Episode 002 – Staffing Your Booth for Success

One of the most important things you’re going to be thinking about is who should work the booth. If you’re a small business, you don’t have many choices – you go with who you got – and that might be just you!

· You need the RIGHT people who will give you the best chance for hitting your goals.

Here are the 4 STEPS that will help you staff for success!

· Step 1 – figure how many people you need to effectively work your booth. Start with how big the booth is. If you have a small 10’ x 10’ booth, you don’t want too many people – maybe 2-3. Any more than that and you’ll be bumping into each other. If you have a larger booth, make sure you have enough people or else it can look empty.

· Next, find out how many people will be attending the show. Be sure you are staffed so you can take advantage of the crowds.

· Step 2 – figure out who all you have available. Make a list of each person who you would consider working in your booth or have worked shows before.

· Write down some of the pros and cons of each of these people. Include how are they when working in a booth.

· One key thing to identify about each person – are they an introvert or an extrovert?

· Extroverts are those who love engaging people and get their energy through people. Introverts on the other hand, like their alone time and can be intimidated by approaching others. Being an introvert is not a negative, just need to understand their strengths and how they can add value to your booth.

· Options for when you need more people to work your booth than you have available:

· Think outside the box – or at least outside your business. Are there any colleagues, family or friends who you trust to be a strong ambassador of your brand and who can be effective at the show?

· Reach out to a staffing agency that specializes in placing product specialists and other outgoing extroverts at trade shows.

· Step 3 – Make a list of the tasks you have at a show.

· Possible tasks for inside the booth:

· Get people into your booth or to your table

· Qualify the attendees

· Gather contact information or scan badges

· Give demos or schedule demos

· Answer questions

· Give out information and literature

· Write orders

· Give out promo item, sign people up for your drawing, or help them play a game

· INSIDE THE BOOTH: Group all these things down to two categories – #1) engaging people and #2) giving out info.

· Think about your booth like it was a restaurant. Restaurants have a front of house and back of house, and your booth has a front of booth and back of booth.

· The front of the house at a restaurant is where customer interaction happens. A host greets the guest, and servers take their order and make sure they’re happy. The back of the house prepares the food and puts it on the plate in a way that will be appetizing to the customer.

· And so it is with your booth. The front of the booth engages with people, and the back of the booth gives info.

· Possible tasks for outside the booth:

· Industry research

· Meet with customers or prospects

· Networking with other exhibitors

· Competitive research

· Host a reception

· Host a workshop/give a talk

· Take advantage of all the things that happen outside your booth!

· Step 4 – Assign your people to the tasks they will be best for

· Take the list of people you made in Step 2 and match them up with the list of tasks from Step 3.

· First think about what you will do in the booth. Look at your list and find your extroverts – they should handle the front of the booth tasks. You want to get your extroverts out front engaging the attendees.

· Introverts should be in the Back of the Booth. Introverts are the best people to do demos and answer questions.

· If you are a solopreneur or the only person from your company working a show, you need to become an extrovert even if just for the length of the show.

· You and your booth staff are responsible for the success of the show. Period! It’s not your banners, your display, your literature, your giveaway or anything else. You need to engage attendees. Without engagement, you will not have good results.

· Also assign tasks for opportunities that lie outside your booth like gathering key industry research, attending a workshop or seminar, researching the competition, and more.

· Find out far in advance of the show if you have the opportunity to give a talk, present at a workshop, or even host an event for your customers. This can add instant credibility to your company and also drive people to your booth.

· Special Considerations: having sales people at your booth

· However – a couple things to consider:

· Sales people are Type A personalities meaning they do things their own way and on their own schedule. Be clear with your instructions on what you want and need them to do or they may be doing something else.

· Also - if you have multiple sales people in your organization and not all of them will be at the show, be aware of lead hoarding by those in the booth.

· BONUS: Go over to our website at tradeshowu.biz, sign up for our email list, and I’ll send you our SMART Goals worksheet specifically for Trade Shows! It will take you step by step through setting your trade show goals so you can achieve success and maximize your ROI!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Episode 001 - Goal Setting for Trade Shows

Jim Cermak — Mon, 02 Dec 2019 01:00:00 -0400

Episode 001 – Goal Setting for Trade Shows

If you don’t have goals, you will never know if a show is a success or not.

· Everything you do to prepare and plan for a show – and that includes designing your booth, ordering giveaways, figuring out staffing, and everything else – is all to help you reach your goals.

· Think about a Fitbit when setting goals for your next show.

· The main reason most people wear a Fitbit is to track number of steps they take. How important is knowing how many steps you take? Not very. It all comes in context. You have to have a baseline.

· Here are key benefits a Fitbit provides – to set a baseline to beat, for awareness, and for accountability.

· People want to get better themselves, keep improving. And thanks to Fitbit step challenges, they want to beat others.

· Approach your next show like you have a Fitbit challenge.

· First you need a trade show baseline

· What did you do at the show last year? Or the last show you were at? How many leads, sales, new customers, etc. did you get? Whatever your key metric or measurement is, that needs to become your baseline.

· If you don’t have the baseline, you will never know if your show was a success! You may get 20 leads thinking the show was a huge success. However if you had 30 last year then you really had a 33% decline.

· You’ll never be able to set good goals until you have a baseline!

I recommend using the SMART Goals technique

SMART is an acronym for Specific, Measurable, Achievable, Relevant, and Time-based

· SPECIFIC: The who, what, when, where and why. To determine what goals you should set, you need to figure out what success looks like. What exactly should you measure? It’s going to be different for different types of businesses.

· If you’re writing orders at the show, your goal might be number of orders or sales dollars.

· If you’re a contractor or a consultant, it could be number of appointments booked.

· If you have a software or a service business, it might be number of demos scheduled.

· If you have a high-ticket item or something that involves a lengthy sales cycle, you may be looking to capture qualified leads.

· Really think about your business. What should you be measuring? What metric can lead to success?

· Key is to be SPECIFIC

· MEASURABLE: You have to be able to actually measure your goal so when you get back you know if you achieved success. Solid and measurable – for example…

· Number of new qualified leads

· Number or Dollar amount of orders

· Scheduling or giving a number of demos

· If they aren’t something that can be definitively measured or maybe have a number next to it, change your goal!

· If you’ve never done a show before or if you never tracked your results before, then you’re going to have to make some good, educated guesses.

· At the end of the day its all about ROI. You need to figure out what you need to do to at least break even for your show. Know every dollar you are investing and make sure your goals will meet or exceed that number.

· Look – goal setting is not easy! But understand it is totally worth it!

· ACHIEVABLE: Is your goal actually achievable? It’s great to set high goals but are you setting the bar so high that you can’t possibly reach it?

· If your goals are high, two things will happen. Either you will push yourself and your team to work harder to reach the goals, or you’ll give up part way through the show because you know you’ll never hit them.

· You goals need to motivate, not de-motivate!

· You also don’t want to set your goals too low just because you wanted to make sure to hit your goals. These can be de-motivating and actually hold you back from reaching your true potential.

· So think about your business and your Specific, Measurable goals. What else do they require to be hit? Are they Achievable? Make sure they are!

· Bonus A – ACCOUNTABLE: Do you want to make sure you hit your goals, tell people about them! Make sure your company leaders and your boss get a list of all the goals you are trying to achieve at the show. This will keep you LASER FOCUSED!

· And if you’re the business owner, tell your employees.

· No matter who you are, tell the right people your goals to add that level of accountability you need to be sure to stay focused and to give yourself that extra push to reach the goals.

· RELEVANT: Are your goals Relevant? Do they make sense? Are they in line with your corporate goals. Also make sure they are not self-defeating.

· Do they match your marketing strategy?

· Make sure the marketing messaging, displays and literature are leading people to your goal.

· Do the goals line up with overall company goals?

· Is your goal relevant to the people staffing your booth? For example, if you have a sales goal, make sure you have your top sales people in the booth and not your team of engineers.

· TIME-BASED: Your goals should have a time limit and also be timely. Your goals at the show have a built-in time limit of getting done right there at the show – like number of qualified leads. But for many others Time needs to be a major consideration.

· Pre-Show goals:

· If you’re going to do some pre-show marketing, make sure you have the timing right for maximum effectiveness. Understand timing for social media, advertising, direct mail and more – each of these tools has a different time table.

· After the show Goals:

· Following up is the main thing for most shows. Set goals and responsibilities for Who, When and How follow ups will happen.

· When will you have your follow ups completed? Set a goal and stick to it!

· The magic behind setting goals is this – what gets measured gets accomplished!

· KEY TAKE AWAYS:

· To set good goals, you have to have a baseline. If this is your first show ever, or if you just don’t know, you’ll have to make an educated guess.

· Attack your show goals like a Fitbit challenge! Be focused and go after them!

· Set SMART Goals – Specific, Measurable, Achievable (and also Accountable), Relevant and Time-Based

· BONUS!! Go over to our website at tradeshowu.biz, sign up for our email list, and I’ll send you our SMART Goals worksheet! It will take you step by step through setting your goals so you can achieve success and maximize your ROI!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Ep 000 – All about Trade Show University - THE podcast for Virtual & Live Events

Jim Cermak — Sun, 01 Dec 2019 01:00:00 -0400

Episode 000 – All About Trade Show University

Trade Show U is THE podcast for getting better results from your Virtual and Live Events, Conferences, Expos, Webinars, and yes – Trade Shows!

About your host Jim Cermak:

· I’m a marketing, training and business guy with over 30 years in the industry, and I love trade shows and events because of the amazing potential!

· Throughout my career have planned, exhibited, worked and attended hundreds of trade shows. Everything from huge multi-national shows to local business expos. Worked with billion-dollar companies to solo entrepreneurs.

· Going to give you my experience and the experience of experts on what works

· These are not boring episodes! I get a little overly excited to dive in and help you have confidence and success in your Virtual & Live Events!!!

About Trade Show University and what to expect

· I’m going to share 30 years of knowledge and experience in events, marketing and training to help you approach your next Live show or Virtual Event with more confidence and make better decisions faster.

· You’re going to tips, tricks and expert advice to run your events better, more efficiently, and getting better results so you can hit and exceed your goals.

Who should be listening and attending Trade Show U?

· This podcast is for Live and Virtual Show and event producers and organizers, exhibitors, planners and marketers. There are already a big catalog of episodes on a ton of different topics like how to set the right goals, how to get sponsors, how to keep your virtual attendees engaged, and so much more! Plus I have on some of the top people in the industry sharing their wisdom - so go binge and take notes.

· Episodes drop every Monday, and I sprinkle some bonus episodes in for you from time to time

My guarantees to you:

· You will get value from every episode.

· You won’t be bored!

Here’s what you need to do…

Head to www.TradeShowU.biz and sign up for our email newsletter for the info on latest episodes, and I’ll even send you a free gift for doing so!

And then get over to your favorite podcast platform:

Apple podcasts
Google podcasts
Spotify
Amazon and others
SUBSCRIBE to Trade Show University so you don’t miss an episode!

So thanks for listening! And keep coming back to campus here at Trade Show University – THE podcast for virtual and live events!

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!