Trade Show University for Virtual & Live Events

Jim Cermak
  • 5.0 (43)
  • Marketing
  • Updated Semiweekly

Trade Show University is the #1 resource in the industry for Exhibitors, Marketers and Show Planners to improve their results and ROI. With hundreds of podcast episodes featuring tips, training and expert interviews, and exclusive group and 1-on-1 consulting and training, you have everything you need to make your next trade show or event wildly successful! We offer a free 15-minute Discovery Call to brainstorm ideas and possibilities for your business and your show - visit https://tradeshowu.biz/ to learn more about how to become Trade Show ReadyTM and to schedule your call! Every idea we generate in this no-cost call is yours! And so are the results! Developed and hosted by trade show veteran Jim Cermak, Trade Show University brings proven information from Jim’s 30+ years as a professional trainer, event planner and marketer, along with industry experts and insiders to discuss topics geared to help companies turn attendees into Qualified Leads and Revenue. If you find yourself asking questions like these below, then this show is for you: How to prepare for a trade show? How do I design a trade show booth? How do I get attendees to stop at my trade show booth or stand? What is the best trade show marketing? What are top trade show tips? How do I set goals for my trade show? Are trade shows, trade fairs, expos, and conferences worth it? How much is a trade show? To listen to podcast episodes, get information and free tools, and to sign up for email updates, go to www.TradeShowU.biz.

  1. Jun 19

    270 - Why Most Trade Show Booths Fail (and How to Fix It) - Steve Woodruff, King of Clarity

    Why do so many trade show booths get ignored? Because most exhibitors try to say too much. In this episode of Trade Show University, host Jim Cermak sits down with Steve Woodruff, the King of Clarity, to discuss why clear, simple messaging is the secret to capturing attention, starting meaningful conversations, and generating more leads at trade shows. With more than 40 years of experience in business, sales, marketing, branding, and psychology, Steve shares why attendees make decisions in seconds and how exhibitors can use "Memory Darts"—short, vivid, memorable messages—to stand out in a noisy exhibit hall. In this episode, you'll learn: ✔️ The 3 biggest communication mistakes trade show exhibitors make ✔️ Why most booths blend into the background ✔️ How to replace your elevator pitch with a memorable message ✔️ The power of "Memory Darts" and how to create your own ✔️ How to overcome the Curse of Knowledge and communicate clearly ✔️ Why simplicity beats complexity in booth messaging and presentations ✔️ How to create introductions that spark conversations and build connections ✔️ Strategies for standing out from competitors and avoiding "Just Another Syndrome" Whether you're exhibiting at your first trade show or are a seasoned event marketer, this conversation will help you improve your booth messaging, attract more qualified prospects, and make your brand unforgettable. Connect with Steve Woodruff: 🌐 ClarityFuel.com 💼 LinkedIn: Steve Woodruff – The King of Clarity Connect with Jim Cermak and Trade Show University: 💼 LinkedIn: Jim Cermak 💼 LinkedIn: Trade Show University 🌐 TradeShow-Ready.com If you're ready to stop blending in and start turning booth traffic into real conversations and revenue, hit LIKE, SUBSCRIBE, and SHARE this episode with your team.

    24 min

  2. May 19

    Strategic Demand Generation That Drives Revenue at Trade Shows - Alison French

    Want to generate real revenue—not just badge scans—at your next trade show? In this episode of Trade Show University, we sit down with Allison French (founder of ShowScout & LTO) to break down how strategic demand generation transforms trade show performance. If you're tired of: Low-quality leads Random booth traffic Weak ROI from expensive events …this conversation will show you how to target the right buyers, align sales and marketing, and turn trade shows into a predictable revenue channel. You’ll learn how to: Identify and connect with your ideal attendees BEFORE the show Use data and intent signals to prioritize high-value prospects Align your sales and marketing teams for better results Turn booth conversations into real pipeline opportunities Use strategic incentives (the right way) to drive qualified engagement 👉 If you want more meetings, better leads, and measurable ROI from events, this is a must-watch. Connect with Alison French: LinkedIn: https://www.linkedin.com/in/frenchalison/ Web: joinlto.com Connect with Jim Cermak: LinkedIn: https://www.linkedin.com/in/jimcermak/ Web: tradeshow-ready.com Book a Discovery call with Jim: https://scheduler.zoom.us/jim-cermak Have a BIG Show coming up in the next 30-60 days? Get your company Tradeshow Ready!! Visit https://tradeshow-ready.com

    37 min

  3. 07/07/2025

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

    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

    24 min

  4. 07/07/2025

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

    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

    24 min

  5. 07/07/2025

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

    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

    24 min

  6. 06/23/2025

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

    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 eventsWhy food and drink are powerful tools for connectionHow to align your event theme with your brand messageTips for choosing the right venue and event flowHow 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

    11 min

  7. 05/27/2025

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

    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.

    8 min

  8. 05/21/2025

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

    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!

    8 min
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Trade Show University is the #1 resource in the industry for Exhibitors, Marketers and Show Planners to improve their results and ROI. With hundreds of podcast episodes featuring tips, training and expert interviews, and exclusive group and 1-on-1 consulting and training, you have everything you need to make your next trade show or event wildly successful! We offer a free 15-minute Discovery Call to brainstorm ideas and possibilities for your business and your show - visit https://tradeshowu.biz/ to learn more about how to become Trade Show ReadyTM and to schedule your call! Every idea we generate in this no-cost call is yours! And so are the results! Developed and hosted by trade show veteran Jim Cermak, Trade Show University brings proven information from Jim’s 30+ years as a professional trainer, event planner and marketer, along with industry experts and insiders to discuss topics geared to help companies turn attendees into Qualified Leads and Revenue. If you find yourself asking questions like these below, then this show is for you: How to prepare for a trade show? How do I design a trade show booth? How do I get attendees to stop at my trade show booth or stand? What is the best trade show marketing? What are top trade show tips? How do I set goals for my trade show? Are trade shows, trade fairs, expos, and conferences worth it? How much is a trade show? To listen to podcast episodes, get information and free tools, and to sign up for email updates, go to www.TradeShowU.biz.

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