Episode 4 – Exhibitor Edge: How Envoy Thinks About Trade Shows

In this episode of West to East, Lee Odess welcomes Larry Gadea, Founder and CEO of Envoy, to unpack the evolving role of trade shows from the inside out. As a perennial standout on the ISC show floor, Envoy is known for more than eye-catching booths—it’s a brand that brings intentionality, energy, and strategic clarity to every event.

Larry shares how Envoy evaluates the ROI of trade shows beyond just badge scans and leads, including the value of physical presence, partnerships, and brand reinforcement. The conversation explores how digital and physical engagement strategies are converging, what makes a booth unforgettable (spoiler: it’s not just the color red), and how to think creatively about non-traditional experiences like off-site events and scavenger hunts.

You’ll also hear honest reflections on common friction points—from location on the floor to the overwhelming scale of ISC—and why thoughtful planning can make or break a first-time exhibitor’s impact.

Whether you’re gearing up for ISC East or rethinking your event strategy for 2026, this episode offers grounded advice and fresh perspective on making the most of your trade show investment.

West to East is a podcast from The Access Control Executive Brief, RX, and SIA, connecting the energy of ISC West with the insights of ISC East.