50 episodes

Trade Show Insights is one of the longest-running trade show podcasts, featuring education and analysis of exhibit industry topics plus interviews with leading industry professionals. Hosted by Marlys Arnold, trade show marketing consultant and author of "Build a Better Trade Show Image" and "Exhibit Design That Works."

Trade Show Insights Marlys K. Arnold

    • Business
    • 3.8 • 5 Ratings

Trade Show Insights is one of the longest-running trade show podcasts, featuring education and analysis of exhibit industry topics plus interviews with leading industry professionals. Hosted by Marlys Arnold, trade show marketing consultant and author of "Build a Better Trade Show Image" and "Exhibit Design That Works."

    Discover a New Exhibitor Advocacy Resource

    Discover a New Exhibitor Advocacy Resource

    There has never been a more important time for exhibitors to have a voice in the trade show industry.

    In this rebroadcast of Virtual Lunch, Jessica Sibila introduces us to a brand new group that’s been formed to help address exhibitor challenges and ensure the success of our industry. You’ll discover:



    * What The Exhibitor Advocate is and how it came to be

    * Who it’s created for and what it provides

    * Who had the vision and passion to create it

    * How you can get involved



    Here are the links to resources mentioned during the interview:



    * The Exhibitor Advocate

    * The Exhibitor Advocate group on LinkedIn

    * Get help as an exhibitor

    * Here’s where you can watch the entire Virtual Lunch broadcast



    About Jessica Sibila

    Jessica is a seasoned marketer and social impact professional with a unique collection of experiences ranging from event marketing, community engagement, philanthropy and corporate branding. Jessica has over 15 years’ experience leading the development of strategic social impact programs and corporate event strategy for leading brands in the natural and organic industry. Jessica is a CTSM (Certified Trade Show Marketer), CMP (Certified Meeting Planner), and holds certifications in corporate social responsibility from Boston College and the University of Colorado. She most recently led the corporate event and community engagement strategy for WhiteWave Foods and Danone North America, the largest certified B Corp in the world. She started her consulting business, Jessica Sibila Consulting to extend that expertise to support companies in developing strategic events that elevate their impact.

    In addition to her consulting work, Jessica leads The Exhibitor Advocate as the Executive Director. The group is an offshoot of the Advocacy Committee from TSEA (the Trade Show Exhibitor’s Association), a group that has been advocating for exhibitors for over ten years. Jessica has held positions on both the show management, attendee, and exhibitor side of the trade show industry. She understands the unique challenges of each stakeholder and believes that collaboration between all stakeholders in the industry will uphold exhibitions and events as a valuable and irreplaceable marketing channel. Jessica is passionate about exhibitor advocacy and excited to be leading The Exhibitor Advocate, amplifying the exhibitor voice to ensure a sustainable future for face–to–face marketing.



     

    (transcript coming soon)

     

    • 22 min
    Putting Event Tech Trends in Perspective

    Putting Event Tech Trends in Perspective

    These days, it’s a full-time job to keep up with what’s happening in event tech. Ideas and tools are changing fast and it’s hard to know which ones you should be incorporating into your trade shows and events. So in this episode, we’re getting some straight-up perspective on what you should be paying attention to, including:



    * How you’re serving those who aren’t showing up for your in-person events

    * How AI (artificial intelligence) can help bring people together

    * What role digital tools play alongside physical events

    * What to consider for the metaverse and other emerging trends



    About Josh Hotsenpiller

    Josh Hotsenpiller is a premier thought leader on human connection. As a TEDx alumni and U.S. Department of State speaker ambassador, he travels globally, equipping and inspiring people across all sectors to re-learn and resurrect the power of human connection and soft skills. From keynotes to executive training, he partners with leading companies like HP Global and wrote the Beyond Allies EQ-based curriculum with Network of Executive Women.

    Harnessing his desire to scale purpose-centered ideas, Josh co-founded Profits 4 Purpose, a SAAS software company empowering nearly one million global employees to volunteer and donate. After an exit from what is now Blackbaud, he founded and remains CEO of CrowdHub and Wisdom Capture. In 2020, he and his partners launched JUNO to enable deep connections to people, content and experiences for virtual and hybrid events, and to help clients realize 365-day community engagement.

     



     

    • 23 min
    Smart Strategies for Video Marketing

    Smart Strategies for Video Marketing

    The results are in … video is the champion of online content, and you better get in the game.

    But how do you create videos that get watched, shared, and remembered?

    Get advice from an expert!

    Now I don’t profess to be an expert when it comes to video. So I invited my friend, Lou Bortone, to be our guest on Virtual Lunch. Lou is a former executive at E! Entertainment Television as well as an online video guru. In this rebroadcast he shares helpful tips you can put to use before, during and after your trade shows and events – as well as in your everyday marketing. Learn how to:



    * Craft a story that connects with your audience

    * Create personalized videos

    * Discover the right types of video for your goals



    Here are the links to resources mentioned during the interview:



    * Loom

    * SendSpark

    * Warm Welcome

    * StreamYard

    * VideoAsk

    * Memento

    * Request Lou’s free list of 99 Video Ideas

    * Here’s where you can watch the entire Virtual Lunch broadcast



    (Note: Some links on this page are affiliate links, which means if you click on them and choose to purchase I may receive a small commission or other compensation. You will not pay more for buying a product through these links. I’m disclosing this in accordance with FTC regulations regarding endorsements.)

    If you still want more, here are a few previous posts from Trade Show Insights to get your creative juices flowing:



    * 8 Ways to Use Video to Market Trade Shows

    * Tapping Into User-Generated Content for Promotions

    * 15+ Essential Video Tools for Trade Show Marketing (with some of my favorite equipment & software)



    About Lou Bortone

    Lou Bortone has been a pioneer and thought leader in the online video space since the launch of YouTube in 2005. He’s helped thousands of entrepreneurs and companies create and leverage online video to build their brands and dramatically grow their revenues.

    Prior to his industry leading work in online video marketing, Lou spent over 20 years as a marketing executive in the television and entertainment industries, including stints as National Promotion Manager for E! Entertainment Television and Senior Vice President of Marketing for Fox Family Worldwide in Los Angeles. Lou is a popular speaker, author, and ghostwriter of six business books. He’s also the author of “Video Marketing Rules: How to Win in a World Gone Video.”

     

    (transcript coming soon)

    • 21 min
    Welcome to the New Era of Trade Shows Welcome to the New Era of Trade Shows - TSI17.5

    Welcome to the New Era of Trade Shows Welcome to the New Era of Trade Shows - TSI17.5

    No doubt we all wish we had a crystal ball to see what the future of trade shows might look like.

    Or do we really need one?

    If there’s one thing that’s become painfully obvious after the past two years, it’s how unlikely our industry is willing to readily accept change.

    Anyone who believed that massive innovations would come out of such a seismic shift (like I did) is beginning to realize that far too many event organizers and exhibitors are slipping right back into the same-old, same-old.

    I’ve heard this across numerous conversations recently.



    People are so excited to be meeting face-to-face again (and rightly so) that they picked up right where they left off.

    Although there may be fewer attendees (and exhibitors) at some shows, who says that’s a bad thing? Personally, as an exhibitor, I’d rather not have all the tire-kickers and freebie-seekers wasting my time. And one thing I’ve heard repeatedly … exhibitors are seeing higher quality, better engaged attendees, and often making more sales than in previous years.

    But the lack of professionalism among some exhibitors is even worse than it was before. Bad behavior has been magnified by two years of rusty forgetfulness among booth staffers. Instead of sending their very best people to the show, some exhibiting companies appear to have assigned staff who are robotically punching a clock, not looking like they want to be there at all. (Or else they’re focused only on the social side of events, rather than the business aspect.)

    Even among those who are showing up ready to do business, they still may be reverting back to doing things the way they used to:



    * Defaulting back to cliché tchotchkes instead of giveaways that have maximum impact.

    * Treating all attendees the same instead of creating personalized, curated experiences.

    * Shouting at attendees in their marketing (not necessarily literally … but maybe) instead of telling a story and putting attendees at the center of it.



    It doesn’t have to be this way! Instead, here’s what the New Era of trade shows could look like:



    * Design intentional, omni-channel marketing experiences that begin long before the show opens, and continue long after it has closed. Trade shows should be the centerpiece of an ongoing conversation in an industry, offering a way for buyers and sellers to connect throughout the year.

    * Reward those who do make the commitment to attend. Make the in-person event so full of memorable experiences that it’s worth the current economic and logistical hassles to be a part of it.

    * Yet don’t completely ignore those who are unable to attend in person, for whatever reason. Offer ways for people to participate remotely – yes, this can be done well. (This is where that ongoing conversation comes into play!)

    * Be responsible citizens of the planet. Find ways to eliminate waste and reduce energy consumption. And yes, that might even include scaling back a mega-show so it doesn’t encourage everybody and their brother to hop on a plane and fly across the country. (Gasp!!) We may see more targeted regional shows catering to a smaller, more connected audience instead.

    * Build those relationships! Whether it be show organizers to exhibitors, service providers to exhibitors, or exhibitors to attendees – create an ecosystem where everyone is invested in the success of the overall event and each other. It’s time to stop the us vs. them mindset!

    * Create a culture of innovation – or you may be left in the dust by new shows that are! Already we’ve seen some long-time shows vanish (or at least struggle to survive), while newer, more experimental shows are gaining ground. Especially if you want to attract a GenZ audience, you can’t continue doing events like it’s 2019. (If you want some specific examples, contact me.)



    Finally, remember why we all want to return to meeting in person.

    • 7 min
    Create a Buzz at Your Booth

    Create a Buzz at Your Booth

    Do you take your exhibit too seriously? Are you forgetting to have fun in your booth?

    In this rebroadcast of Virtual Lunch, bestselling author Dr. Bob Nelson (1501 Ways to Reward Employees, Work Made Fun Gets Done!) shares creative ideas and strategies for:



    * Boosting your booth attraction

    * Motivating and rewarding your staff

    * Tapping a hidden resource to connect with attendees on their level



    Here are the links mentioned in the interview:



    * Low-Cost Ideas (Dr. Bob’s article)

    * Dr. Bob Nelson’s website



    (Note: Some links on this page are affiliate links, which means if you click on them and choose to purchase I may receive a small commission or other compensation. You will not pay more for buying a product through these links. I’m disclosing this in accordance with FTC regulations regarding endorsements.)

    About Bob Nelson

    Dr. Bob Nelson is considered the leading advocate for employee recognition and engagement worldwide. He’s sold over five million books on those topics, including 1501 Ways to Reward Employees, 1001 Ways to Energize Employees, 1001 Ways to Engage Employees, and his latest book: Work Made Fun Gets Done!: Easy Ways to Boost Energy, Morale, and Results.

    Dr. Bob has been featured extensively in the national an international media including The New York Times, The Wall Street Journal, CNN, NPR (and all the other major networks) about how to best motivate today’s employees. He’s presented on six continents and worked with 80 percent of the Fortune 500 companies.

    (transcript coming soon)

     

    • 25 min
    Smart Ways to Exhibit Green

    Smart Ways to Exhibit Green

    The trade show industry isn’t necessarily known for being environmentally responsible – but a few trailblazers are working hard to change that.

    Al Mercuro is one of them, and in this rebroadcast of Virtual Lunch he shares some often overlooked ways to be more sustainable at trade shows and events. You’ll discover how to:





    * Creatively repurpose everything from graphics to print materials

    * Take advantage of EDPA’s new sustainability partnership

    * Tap into solutions you may never have considered

    * Start the conversation within your organization (or with everyone involved in your event)



    Here are the links mentioned in the interview:



    * “Will the Pandemic Help to End ‘Build & Burn’ Event Planning?” (Al’s article)

    * MUSE: Members United for Sustainable Events

    * EDPA’s recycling program with Vycom

    * Green Guide: Eco-Systems Sustainable Exhibits

    * Eco-conscious promotional product ideas (from Lev Promotions)

    * Why Going Green Matters

    * Busting Green Exhibiting Myths (TSI podcast episode)

    * Genesis Exhibits



    About Al Mercuro

    With over 30 years in the trade show and event marketing industry, Al Mercuro not only has a wide range of experience, but also an intuitive ability to match unique client needs to innovative solutions for both live and hybrid virtual events. Al’s experience & background in event promotion and musical production are an added benefit to his expertise in the trade show industry.   

    Al has a passion for educating his clients on being more sustainable at their events. He’s a Member of the Sustainable Event Alliance, the Live Event Coalition, National Trade Show Alliance, as well as a founding member of MUSE (Members United for Sustainable Events), and serves on the Sustainability Committee of the EDPA and The Event Safety Alliance.

     



     

    • 27 min

Customer Reviews

3.8 out of 5
5 Ratings

5 Ratings

disneygal18 ,

A Great Source for Trade Show Marketing Tips

Marlys' insights, opinions, and evaluations are right on target for developing real-world successful trade show and event marketing strategies. I will be putting a link to this on my company's website because I think that my clients and other visitors would benefit greatly from listening.

PromoWithPurpose ,

Helpful tips for trade shows

I got to know Marlys on Twitter in the #eventprofs community. Her tips are very practical and useful, based on her real world experience in trade shows and events.

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