If you’re looking for trade show industry perspective for 2016, we’ve got the perfect guest expert – Jim Wurm, Executive Director of the Exhibit & Event Marketers Association (E2MA). Click the play button at the end of this post to hear him discuss exhibitor challenges, trends and more, including: How suppliers can become a better resource for their exhibitor clients Why analytics are key to measuring outcomes How E2MA is focused on helping marketers engage both attendees and exhibit staff Why events need to cultivate enthusiastic ambassadors Here are links for resources mentioned during the interview: Exhibit & Event Marketers Association Exhibit measurement tool