Trade Show Talk Podcast

One thread that's been pulled through the majority of episodes since we began this podcast is the need to acquire and keep (or bring back!) talented people in the industry. Our guest on this episode is a great marketer, she hires people who are -- or develop into -- great marketers, and she keeps them! Or they boomerang back.

"There is something inherently sexy about an agency and working in the events business, so we have developed a lot of our interns, and we transform them into full time employees."

Without question, providing great services to clients is essential to maintain a successful business for so many years, and MDG and Kimberly's team have clearly done that. Through this conversation we get to learn how they manage to keep a robust and happy staff through times when that has been difficult for many organizations.

Happy employees make clients happy, and Kimberly shares the many ways she and her staff manage to do just that.

She shared some insightful research on "attendee sentiment" during the interview -- it turns out that is not published, but they shared a 2023 Q1 trends report, HERE.

We also have TSNN's Danica Tormohlen who shares some industry news.

Our guest

• Kimberly Hardcastle-Geddes As president and chief marketing strategist of mdg, the nation's leading marketing and public relations agency specializing in audience acquisition, Hardcastle-Geddes and her team provide solutions that increase attendance and exhibitor participation for category-leading events such as CES, NAB Show, World of Concrete, the International Baking Industry Exposition, and many, many more. Kimberly is an IAEE Krakoff Leaders Institute alumna, has a monthly column in PCMA's Convene magazine, and frequently presents to industry groups on strategic marketing planning. She's also a Navy wife, the mom of a TCU Horned Frog, an avid reader, and is equally as addicted to her Peloton bike as she is to junk food.

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The "Trade Show Talk" podcast is publishing two episodes per month, tackling the most important issues the meetings and events industry is facing. If you'd like to be a sponsor or a guest, or you have a topic to suggest, please let us know by emailing [email protected]. And we'd love it if you'd SHARE, rate, and review episode 31, & the show!

If you are in the meetings and events industry, you have heard of our guest on this episode. She can talk about ALL things in our space AND she is a key thought leader in the association world.

KiKi L'Italien founded "Association Chat", which is one of the first Twitter chats EVER. She then evolved it into a live broadcast, and then a podcast. She knows her stuff, there's no question!

On this one we talk through the changes and strategies we've seen in EventTech over the last three years, and how boards and executives of associations, particularly, are approaching their EventTech stack now.

Our guest

• KiKi L'Italien Founder & CEO of Amplified Impact (formerly Amplified Growth) & host of Association Chat As CEO and Host for Association Chat, an online community and media platform for the association industry, KiKi L'Italien reaches over 72k industry professionals monthly. Amplified Impact is a consultancy specializing in digital strategy and values-based strategic planning for the association sector. She is also a founding board member of SocialOffset, a nonprofit organization that provides a socially conscious alternative to event and destination boycotts. KiKi is a creative, community, and trust expert with over twenty years of experience in organizational positioning, reaching key audiences while driving revenue. She regularly speaks to audiences about cultivating trust for teams and organizations.

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The "Trade Show Talk" podcast is publishing two episodes per month, tackling the most important issues the meetings and events industry is facing. If you'd like to be a sponsor or a guest, or you have a topic to suggest, please let us know by emailing [email protected]. And we'd love it if you'd SHARE, rate, and review episode 30, & the show!

Our guest on this one is front and center, representing us in DC and beyond.

Most folks know we've had the Meetings Mean Business coalition since the events of 2008-2009, and now we also have the organization Tommy Goodwin represents, Exhibitions & Conferences Alliance, advocating for our industry.

On this episode we talk about the challenge of getting Visas to enter the U.S. and the impact that has had on our industry, the Kentucky legislature (failed) attempt to tax space rental for exhibitors and sponsors, the entry of the Exhibitor News Network onto the scene, and MORE.

"While the average international attendee that comes to a show in the US spends about $13,000, the average exhibitor who comes over spends $36,000."

Legislative Action Day is on The Hill on June 1 and anyone is welcome to attend and have their voice heard. Go to ECALegislativeActionDay.com to sign-up and they will set up meetings for you with the legislators who matter on this front.

Our guest

Tommy Goodwin

• Tommy is VP, Government Affairs for the Exhibitions & Conferences Alliance (ECA), a newly-formed association dedicated to the advancement of the face-to-face business events industry. In this role, he leads ECA's advocacy on behalf of ten industry associations that represent the interconnected ecosystem of exhibitors, show and event organizers, suppliers, venues, and that comprise the business events sector. Prior to joining ECA, he spent more than 20 years leading a wide range of government relations and public affairs efforts for several globally-recognized organizations, including Oracle, AARP, and the Project Management Institute (PMI). Recognized by The Hill as one of Washington, DC's "Top Lobbyists" each year since 2020, he was also recently named a 2023 Leading Association Lobbyist by Association TRENDS and CEO Update. And in 2022, he received the Industry Support award from TSNN, the Association Innovation Leader award from DCA Live, and was named a 2022 Changemaker by MeetingsNet.

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The "Trade Show Talk" podcast is publishing two episodes per month, tackling the most important issues the meetings and events industry is facing. If you'd like to be a sponsor or a guest, or you have a topic to suggest, please let us know by emailing [email protected]. And we'd love it if you'd SHARE, rate, and review episode 29, & the show!

Mindfulness is something we can all do to improve our personal and professional lives. If you're not sure where to start or think you might need a refresher, our guest on this show is the perfect person to set us all on the path of mindfulness -- or awarefulness, as she mentions.

Centering, examining, being intentional, and grateful are just a handful of practices we can do. We named this one "Mindful Leadership," but it all applies to all of us, whether in leadership or not.

"You know, as you're taking one actionable nugget from this podcast, maybe that's the one: I'm going to take mindful use of my technology and invite a mindfulness app on your phone... or if you have one and you haven't used it, maybe bring it back to life."

The digital download Holly promised us -- "The Mindful Mini-Poster" with seven practices we can use to be a mindful leader in the events industry -- is HERE.

Our guest

• Holly Duckworth, CMP, CAE, CWMF has been called the trailblazer of mindfulness for leaders. Owner of Leadership Solutions International, for 20+ years she has worked to change how we think about the impacts of stress and meetings. As a certified workplace mindfulness facilitator, she leads the global mindfulness efforts for the meetings industry. She is founder of the American Mindfulness Association to advance mindfulness as a key strategic business practice. As author of 4 books at the intersection of leadership, sales, and mindfulness, she is a sought-after global keynote speaker. Look for Holly as a featured live mindfulness trainer on Insight Timer App, or as the host producer of the Everyday Mindfulness Show with more than 150 episodes. She has been recognized by Smart Meetings Magazine and BizBash for her innovative approach and commitment to the health and wellbeing of meetings for planners and participants.

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The "Trade Show Talk" podcast is publishing two episodes per month, tackling the most important issues the meetings and events industry is facing. If you'd like to be a sponsor or a guest, or you have a topic to suggest, please let us know by emailing [email protected]. And we'd love it if you'd SHARE, rate, and review episode 28, & the show!

The word "image" can mean different things to people. When thinking about improving your trade show image, this can be viewed from the organizer level, the exhibitor level, and the attendee level.

Marlys helps us understand the importance of focusing on how to improve our image from each of these perspectives.

Who are the best people to work your booth, for example?

"Sometimes some of the best people to be in the booth are the customer service representatives, because they're the ones who field all the questions."

We can all make improvements, and Marlys literally wrote the book on the topic.

As always, we'd love to hear your perspective on our conversation!

Our guest

• Marlys Arnold

  With experience as both an exhibitor and show organizer, Marlys Arnold

  has a unique perspective on trade show exhibiting. Over the past two decades, she's consulted and taught workshops for events ranging from local consumer expos, to some of the largest trade shows in the U.S. She's written two books on the subject: "Exhibit Design That Works" and "Build a Better Trade Show Image" (the updated edition just debuted). She's the founder of the Exhibit Marketers Café and Exhibit Marketers Academy, an online education community. In addition to being a familiar industry voice in various publications and podcasts, she also hosts the Trade Show Insights blog and podcast.

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The "Trade Show Talk" podcast is publishing two episodes per month, tackling the most important issues the meetings and events industry is facing. If you'd like to be a sponsor or a guest or you have a topic to suggest we cover, please let us know by emailing [email protected]. And we'd love it if you'd SHARE, rate, and review episode 27, & the show!

There are hidden gifts in volunteering. I've heard it said we can improve our lives through "addition by subtraction," and it hit me recently that volunteerism is "addition by addition."

By giving back, as some would call it, we also receive. Of course, volunteerism doesn't just show itself in professional arenas, but when we do step up and into these roles for our professional associations, magic can happen.

Our guest on this show is proof that getting involved won't only improve our professional lives (it does), but also has a positive impact on our personal lives. She has shot up through the ranks in the San Diego MPI chapter and in her career after learning early in life the benefits that coming from saying yes.

What is the secret to getting people to volunteer? ASK. (no, really, it's that easy)

We also have TSNN's Danica Tormohlen who shares some industry news!

Show sponsors: SMT - PipeAndDrapeSucks.com and epIQ - epIQCreativeGroup.com

Our guest

• Tina Marie Honor Her love for the Meeting and Event industry started at 12-years-old when she joined student body leadership as class president. Professionally, after years focusing on wedding venue sales, she joined the Live Nation team at House of Blues San Diego in 2018. Tina Marie now thrives as National Account Manager for Live Nation Special Events, representing 150+ venues!

  Knowledgeable about the clubs, theaters, amphitheaters and House of Blues venues within the Live Nation portfolio, she's thrilled to be her client's single point of contact for 150+ Live Nation venues across North America - offering unique event spaces, state-of-the-art production and branding capabilities, as well as an experienced staff ready to exceed expectations.

  Tina Marie has served in several leadership roles in the San Diego MPI Chapter since 2018. After serving as Director of Recruitment, Director of Strategic Partnerships, and then VP of Finance, she is now President Elect, getting ready to take the helm in July.

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The "Trade Show Talk" podcast is publishing two episodes per month, tackling the most important issues the meetings and events industry is facing. If you'd like to be a sponsor or a guest or you have a topic to suggest we cover, please let us know by emailing [email protected]. And we'd love it if you'd SHARE, rate, and review episode 26, & the show!

Diversity, equity, inclusion, and BELONGING… All things that are important with regard to how and why conference organizers select their speakers.

Troy does a great job of helping us understand his perspective as a Black man and Megan adds gender equity into the conversation. We talk about speaking up about diversity on stages – solidarity also enters the chat.

While we absolutely need more women and people of color on stages at our events, it's important that you have them talking about what they are subject matter experts on, and not just about DEI (Troy talks about this towards the end).

We also have new TSNN team member Danica Tormohlen who is now joining us to kick off each show with industry news!

Show sponsors: SMT - PipeAndDrapeSucks.com and epIQ - epIQCreativeGroup.com

Our guest

• Troy Sandidge is an award-winning growth marketing strategist, startup growth advisor, and B2B RevOps specialist known as the Strategy Hacker® who builds strategies, systems, and solutions for emerging brands to become more sustainable, scalable, and profitable. The author of Strategize Up and host of the Webby-nominated podcast iDigress, has generated over $175M in revenue for clients worldwide. Troy is the Founder of Strategy Hackers, COO at No Middle, and a keynote speaker who has spoken at over 600 events on five continents. His mission is to empower 1,000 marginalized businesses over the next five years.

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The "Trade Show Talk" podcast is publishing two episodes per month, tackling the most important issues the meetings and events industry is facing. If you'd like to be a sponsor or a guest or you have a topic to suggest we cover, please let us know by emailing [email protected]. And we'd love it if you'd SHARE, rate, and review episode 25, & the show!

The last few years have brought plenty of change, and trade shows have especially had challenges!

Our guest on this episode has a ton of experience around helping exhibitors and show organizers alike tackle ways to make their trade shows better experiences.

"Relationships are the currency of business" is one of the many quotes Jeffferson gave from many sage business people.

Relationships ARE at the center of everything we do, and we should keep that as the focus as we build commerce and community around our trade shows.

Our guest

Jefferson Davis - President of Competitive Edge Jefferson has been serving the exposition industry since 1991 as a consultant, trainer, and author. Jefferson brings a unique and in-depth experience and perspective on working with exposition producers and companies who exhibit at expos.

His focus with event producers is about helping them get, keep, and grow relationships and revenue. With exhibitors, he helps them convert their exhibiting program from expensive appearances to productive, profitable investments. His client base reads like a "who is who" in the events industry, having worked with over 250 Association and for-profit show producers – many for 10, 15, & even more than 20 years. With exhibiting companies he's worked with, he's been able to trace over $800 million in results from their exhibiting investments.

If there's one thing people will tell you about Jefferson is that he is extremely passionate about exhibit and event marketing, and he's results-focused and process-based.

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The "Trade Show Talk" podcast is publishing two episodes per month, tackling the most important issues the meetings and events industry is facing. If you'd like to be a sponsor or a guest or you have a topic to suggest we cover, please let us know by emailing [email protected]. And we'd love it if you'd SHARE, rate, and review episode 24, & the show!

With this episode, we kick-off season two of Trade Show Talk! We speak with two industry leaders on this one about the state of the exhibitions industry -- we talk about where we have been and we look at where we're headed.

"We just got the third quarter results. And what we have found is that about 14% of those shows that were held in the first - third quarters of this year (2022) have surpassed their pre-pandemic levels." -Cathy Breden

The industry is recovering, but we do have a way to go.

IAEE and CEIR are two industry-leading associations, so who better to hear from than their leadership?

Our guests

• Cathy Breden - CEO of the Center for Exhibition Industry Research (CEIR) Breden provides strategic direction and manages the day-to-day activities and business operations of CEIR. CEIR conducts primary, exhibition-related research studies to help exhibition stakeholders with evolving norms, shifting marketing trends, and other issues that can have an impact on the channel itself or how to use it effectively in light of trends. Reports include digital/technology, attendee/exhibitor engagement, attendee acquisition and retention, generational workforce shifts, economic performance and impact, and exhibitor studies evaluating motivations for use of the exhibition marketing channel. She has been working with CEIR since 2006.

  Cathy also serves in the capacity of Executive Vice President/COO of the International Association of Exhibitions and Events® (IAEE), a trade association representing the exhibitions and events industry. She began her association management career in 1984. She is the 2022 Chairperson of the Events Industry Council Board of Directors. She earned the Certified Meeting Professional (CMP) designation in 1990, the Certified Association Executive (CAE) designation in 1995, the Certified in Exhibition Management (CEM) designation in 2019 and was recognized as a CMP Fellow in 2022.

• David DuBois - President and CEO of the International Association of Exhibitions and Events® (IAEE) As IAEE's president, DuBois is responsible for the management of 25 full-time professional staff, producing the annual business operating plan and budget, overseeing the support of all meetings of governance units, leading business development, directing fundraising efforts, advocating for the industry and the organization's members, and 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 2019, DuBois was inducted into the Events Industry Council's "Hall of Leaders," one of the industry's most prestigious honors.

  His storied career started with Sheraton Corporation in various sales positions including Regional Director of Sales and the Director of Marketing Programs, and has included senior leadership positions for other industry organizations, PCMA and MPI, and the Fort Worth CVB. Of course, he has also served on many boards of directors including ASAE, Dallas-Fort Worth Tourism Council, EIC, and Destinations International. He currently serves on the Board of Directors for the Meetings Mean Business Coalition and the U.S. Travel Association.

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The "Trade Show Talk" podcast is publishing two episodes per month, focusing on a different theme each month. If you'd like to be a sponsor or a guest or you have a topic to suggest we cover, please let us know by emailing [email protected]. And we'd love it if you'd share, rate, and review episode 23 and the show also!

It's easy to either get swept up in the "new year resolution" thing OR to be caught-off-guard by a new year approaching without any goals or plans set for the new year.

Our guest on this episode has a very easy, logical, and thoughtful way to tackle planning for the new year that she shares with us.

"I think it's really important that we take time to reflect. And that's really the first step in my process of looking forward is looking back."

Looking back before you look forward -- seems like a simple idea, but one we likely don't do! Courtney teaches us not just about how to plan, but also how to reframe how we talk to ourselves. We should set goals that are attainable, and we should also show ourselves lots of grace.

Our guest

Courtney Stanley is recognized globally as an award-winning changemaker, keynote speaker and event emcee, and acclaimed creator of the women-inspired podcast, Dare to Interrupt. Courtney has spent more than a decade helping professionals, entrepreneurs and organizations engage in game-changing, impactful conversations that empower individuals to tap into their true potential, improve team and culture dynamics, and drive meaningful change.

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The "Trade Show Talk" podcast is publishing two episodes per month, focusing on a different theme each month. If you'd like to be a sponsor or a guest or you have a topic to suggest we cover, please let us know by emailing [email protected]. And we'd love it if you'd share, rate, and review episode 22 and the show also!