Trade shows are one of the biggest, most meaningful branches of marketing, and one of the best-kept secrets in the field. Business events add $408 billion to the US economy every year and spark $168 billion in business-to-business purchases, and the people who build them get to say they help the world trade. Chris talks with Ashley Crane, Business Development Manager at Acer Exhibits, who left a fashion career in New York to join the family exhibit house. Part of an industry-wide push to introduce the next generation to careers most people never knew existed, the conversation gets into why the work is so meaningful, the traits it takes to thrive when a show has to open no matter what, and how to choose the right employer. Ashley shares what keeps her in it (the people, above everything) and what surprised her coming from fashion: an industry that runs on relationships, where even competitors lend each other gear on the show floor. If you're curious about experiential marketing or weighing a career change, this conversation opens a door worth walking through. Key Topics & Timestamps 00:00 - Meet Ashley Crane04:37 - How She Joined Acer09:24 - Marketing Meets Trade Shows12:05 - Why Events Matter25:40 - Trade Show Seasonality27:26 - Skills to Thrive Onsite30:45 - Choosing the Right Employer35:03 - Industry Culture and Big Moments Memorable Quotes "There's a whole other branch of marketing that exists that they're not teaching us." — Ashley"At the end of the day, we all have one objective, and it's to build something beautiful for our clients." — Ashley"You absolutely can make a six-figure income and support your family." — Chris"No one achieves anything alone." — Ashley Key Takeaways Trade shows are one of the largest and most meaningful career fields out there. Business events contribute $408 billion to the US economy each year and drive $168 billion in B2B purchases, and the people who build them get to help the world trade.The opportunity is wide open. The industry is actively working to introduce the next generation to these careers, and it needs creative, strategic, and operations talent alongside skilled trades. Around 2.6 million people already work across 10,000-plus events a year, and a six-figure income is realistic.Ask why people stay and the answer is the people. Between office teams, show-floor crews, and industry groups like EDPA and Women Experiential, the relationships are what make the work intoxicating.There's a role for every working style. Whether you prefer the office, the road, or a mix of both, the industry has a place for you. What predicts success is temperament: patience, problem-solving, positivity, and being team-oriented.Events don't get rain delays. A show opens on schedule no matter what breaks or changes at the last minute, so staying calm and solving problems on the fly is the core skill the work demands.Match the employer to how you work. Interview the interviewer, ask around the industry for honest opinions, and choose the company size, small, medium, or large, where you'll do your best work.The industry runs on relationships, not rivalry. Competitors help each other on the show floor because everyone shares one goal: building something great for the client. The people who show up for others get taken care of when they need a lifeline. Resources Need Help With An Event? Get in touch with CrewXPWatch On YouTubeFollow Us On Social: LinkedIn, FacebookHave Questions? Email us More from Ashley Crane Ashley Crane on LinkedInAcer Exhibits & Events More from Chris CrewXPEmail ChrisChris on LinkedIn More from Khalil benali.comEmail KhalilLinkedInInstagram Connect With Us Ready to future-proof your experiential business? Subscribe to Experience Builders for more strategic insights that help agency owners build bulletproof businesses. Share this episode with fellow industry leaders navigating their busiest season.
