Trade Show University for Virtual & Live Events

What happens when everything goes wrong—and you're the one everyone is counting on?

Whether you're managing a trade show, leading a business, or facing unexpected challenges in life, your ability to stay calm, adapt, and make smart decisions can make all the difference.

In this episode of Trade Show University, host Jim Cermak interviews Joey Case, former U.S. Navy flight officer and author of Facing the Fire: A Dragon Slayer's Guide to Life's Challenges. Joey shares powerful lessons from his military experience, including a harrowing flight when his crew faced multiple emergencies at once. His experiences offer practical insights into leadership, resilience, problem-solving, teamwork, and overcoming adversity—skills every business leader and trade show professional needs. In this episode, you'll discover:

🔥 Semper Gumby – Always Flexible: Why adaptability is essential when your plans suddenly fall apart.

🔥 Leading Through Chaos: How to remain calm, focused, and effective when everything seems to be going wrong.

🔥 Closed-Loop Communication: A simple military communication technique that helps eliminate misunderstandings and improve team performance.

🔥 Slaying Your Dragons: How to recognize and overcome the challenges of ego, chaos, comparison, bitterness, and other obstacles holding you back.

🔥 Building Resilient Teams: Why great leaders don't simply protect their people from failure—they prepare them to handle challenges successfully.

🔥 You're Stronger Than You Think: How changing your mindset can help you overcome adversity and become a more confident leader.

For trade show exhibitors, these lessons are especially valuable. Missing booth materials, last-minute changes, staffing problems, and unexpected situations can derail even the best trade show plans. The key isn't preventing every problem—it's knowing how to respond when challenges arise. Whether you're preparing for your next trade show, training your booth staff, or working to become a better leader, this conversation will give you practical strategies you can use immediately.

📘 GET JOEY'S BOOK – FACING THE FIRE Facing the Fire: A Dragon Slayer's Guide to Life's Challenges

Get your copy on Amazon through Joey's website: https://joeycasebook.com

Connect with Joey on Instagram: @joeycasebook

🎯 GET TRADE SHOW READY! Trade Show University helps businesses develop the strategies, skills, and systems needed to Turn Booth Traffic Into Revenue! Learn more about how to improve your trade show results:

• 🌐 https://tradeshow-ready.com
• 🎙️ Subscribe to Trade Show University for expert interviews, trade show strategies, leadership insights, and actionable advice to help your business grow.

QUESTION FOR YOU: What's the biggest unexpected challenge you've faced at a trade show or in your business? Share your story in the comments!

How do you set better trade show goals, improve trade show ROI, and generate more qualified trade show leads?

In this episode of Trade Show University, Jim Cermak talks with entrepreneur, author, and goals expert Julie Ellis, co-founder of Mabel’s Labels and author of Big Gorgeous Goals.

Julie shares lessons from using trade shows to grow Mabel’s Labels—which she sold for 8-figures -- from small local events to major consumer shows and international B2B trade fairs.

You’ll learn:

• How to set trade show goals beyond simply collecting badge scans

• Why exhibitors should have multiple goals for every trade show

• How to improve trade show ROI by looking for opportunities outside your booth

• Ways to use trade shows for lead generation, partnerships, distributors, and brand awareness

• Why your booth team and staffing strategy matter

• How to create a better attendee experience that makes your company memorable

• Why a post-show recap is essential for improving your next trade show

• How bigger, more meaningful business goals can lead to better trade show results

If you want to generate better trade show leads, increase trade show ROI, and turn your next trade show into a stronger business growth opportunity, this episode is for you.

CONNECT with Julie Ellis:

• 🌐 Julie Ellis: https://julieellis.ca
• 📖 Author of Big Gorgeous Goals
• 🎙️ Host of the Big Gorgeous Goals podcast

CONNECT with Jim Cermak:

• 🌐 Trade Show University: https://tradeshowu.biz
• 📖 Email: [email protected]
• 🎙️ Host of the Trade Show University podcast
• 🎯 Want help setting goals for your next trade show? Comment GOALS below and Jim will send you a $100 coupon for the Trade Show University goal-setting course.
• Find out more about the Goal Setting for Trade Shows course: https://trade-show-university.trainercentralsite.com/

Subscribe to Trade Show University for practical strategies to help your company get Trade Show Ready and turn booth traffic into revenue.

What happens after the trade show?

You collect hundreds of badge scans, business cards, and contacts… take them back to the office… dump them into your CRM… and then start following up a week or two later?

If so, you may be losing some of your best opportunities before the follow-up even begins.

In this episode of Trade Show University, Jim Cermak talks with Horacio Rilo, founder of BOOP, about one of the most overlooked—and most important—parts of trade show success: fast, effective follow-up.

Horacio has talked with hundreds of trade show exhibitors and has seen firsthand how often companies wait weeks to follow up—even after investing hundreds of thousands or millions of dollars in their trade show programs.

In this episode, you'll learn:

• Why the best time to schedule a follow-up meeting may be right at the trade show

• Why Horacio believes the decay of buyer intent can happen almost immediately

• Why waiting until you get back to the office may already be too late

• Why simply scanning badges and dumping contacts into an automated email sequence isn't enough anymore

• How your trade show follow-up actually starts BEFORE the show

• How pre-show outreach can make your booth conversations warmer and make follow-up easier

• Why exhibitors should focus less on selling and more on identifying genuine interest

• How to "maintain control" of the follow-up process instead of leaving it up to the attendee

• Why qualified meetings and pipeline are better measures of trade show ROI than simply counting leads

• How being a better listener can make you more effective on the trade show floor

Plus: Horacio explains BOOP

BOOP is designed to make booking post-show meetings incredibly simple. An attendee can scan a QR code, send a text, and receive available meeting times—without downloading an app or relying on a complicated process.

The system integrates with calendars and meeting platforms including Google Calendar, Outlook, Zoom, and Google Meet.

Horacio also shares BOOP's current offer of $500 per event with unlimited scans and meetings, including setup.

The Big Takeaway

Don't make the attendee responsible for remembering you.

You've invested heavily to get them to your booth. When someone shows genuine interest, don't simply hand them a business card and hope they'll follow up.

Book the next step while the conversation—and the interest—is still fresh.

And remember: your follow-up doesn't start after the show. It starts before the show.

Connect With Horacio

Learn more about BOOP and see the product in action at boop.me.

You can also connect with Horacio Rilo on LinkedIn.

Connect With Jim Cermak

Jim Cermak is the host of Trade Show University, helping exhibitors turn trade show investment into better results.

Visit tradeshowu.biz for more trade show tips, resources, and strategies.

** Want More LEADS, More SALES and More PROFITS at your next Trade Show?

Book a free 15-minute strategy call here: https://scheduler.zoom.us/jim-cermak

What separates an average presentation from one that leaves audiences inspired—and lining up to talk with you afterward?

In this episode of Trade Show University, host Jim Cermak sits down with presentation expert Bridgett McGowen, known as The Presentation Fixer, to share practical strategies for becoming a more engaging, confident, and memorable speaker.

Whether you're presenting at a conference, leading a breakout session, delivering a keynote, or speaking with prospects at your trade show booth, your ability to communicate clearly and connect with your audience can make all the difference.

In this episode you'll discover:

• Why speaking at trade shows is one of the most underused marketing opportunities
• The biggest mistakes speakers make—and how to avoid them
• How to start your presentation so audiences immediately lean in
• Why audience-focused presentations outperform speaker-focused presentations
• Practical techniques for overcoming nervousness and building confidence
• How storytelling creates stronger audience engagement and lasting impact
• Tips for eliminating distracting speaking habits
• Why people remember experiences—not presentations

Bridgett also shares her powerful 15/5 Take & Give Model, practical preparation techniques, and simple ways to create presentations that educate, engage, and inspire action.

If you want to become a more confident speaker, generate more opportunities from the stage, and make a bigger impact at your next trade show or conference, this episode is packed with actionable advice you can use immediately.

🎁 Bonus: Bridgett is offering a FREE download: "10 Ways to Captivate Any Audience in 10 Minutes or Less."

📚 Jim is also giving away three copies of Bridgett's book, Real Talk: What Other Experts Won't Tell You About How to Deliver Presentations That Sizzle. Listen to the episode to learn how to enter.

Connect with Bridgett McGowen

🌐 https://connectwithb.com

Connect with Jim Cermak

• [email protected]
• Book a Call: https://scheduler.zoom.us/jim-cermak
• LinkedIn - https://www.linkedin.com/in/jimcermak/

Get Your company Trade Show Ready!! https://tradeshow-ready.com

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.

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

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: [email protected]

🔗 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: [email protected]

🔗 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

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: [email protected]

🔗 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: [email protected]

🔗 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

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: [email protected]

🔗 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: [email protected]

🔗 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

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 events
• Why food and drink are powerful tools for connection
• How to align your event theme with your brand message
• Tips for choosing the right venue and event flow
• How 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: [email protected]

🔗 Connect with Jim Cermak & Trade Show University:

Website: https://tradeshowu.biz

Email: [email protected]

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!