United States

Jessica Turnbull Interview

Show-Up & Stand Out: Australian Trade Show Strategist, Jessica Turnbull (Part 2)

Posted on by Jeff Hannah | In Age, Australia, Best Practices, Branding, Branding, Culture, Design, Dusseldorf, Europe, Gender, Germany, Language, Leadership, Loose Time, Marketing, New Zealand, North America, Perth, Podcast, Relationships, Storytelling, Strategy, Sydney, Time, United States

Down Under Dynamics: Trade Show Strategies with Jess Turnbull (Part 2)

In Part 2 of this two-part interview, host Jeff Hannah talks with trade show strategist Jessica Turnbull of The Exhibit Company in Australia, during EXHIBITORLIVE 2024.

Continuing our enlightening conversation with Jess Turnbull, we delve deeper into the world of exhibitions and client engagement. With a relaxed demeanor characteristic of Australians, Jess brings a wealth of insights garnered from advising and training clients on engagements, ROI, and related topics. Emphasizing the importance of booth staff training and clarity of focus, Jess guides exhibitors on how to maximize their opportunities on the show floor. Drawing on her experiences, she contrasts the hospitality-driven approach seen in European exhibits with the more selective approach prevalent in Australia.

As we explore the concept of being “on” during shows, Jess underscores the importance of presenting one’s brand in the best possible light. From discussing the underlying reasons for exhibiting to the strategic placement of coffee on Australian stands, Jess shares invaluable perspectives that resonate with exhibitors worldwide.

In this insightful continuation, Jess Turnbull provides a nuanced exploration of the art of exhibiting and the intricacies of client engagement. Join us as we uncover the strategies and tactics that define successful exhibition experiences and gain a deeper understanding of the evolving landscape of trade shows in Australia.

The Exhibit Company is an international custom exhibit agency, headquartered in New South Wales, Australia. They are uniquely positioned to work with brands for shows all across Australia. Their unique approach is based on strategy, creative design solutions, and solid project management. The Exhibit Company is not simply focused on providing an exhibit. Their holistic approach encompasses pre-show promotional activities, determining and tracking ROI, lead tracking & management, and booth staff training, among many other services.

Part 1 of my interview with Jess.

This interview was recorded live at the amazing Gaylord Opryland Resort & Convention Center in Nashville, Tennessee with host Jeff Hannah.

LinkedIn: https://www.linkedin.com/in/jessica-turnbull-32556950/

Website: www.theexhibitcompany.com.au

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Jessica Turnbull Interview

Show-Up & Stand Out: Australian Trade Show Strategist, Jessica Turnbull (Part 1)

Posted on by Jeff Hannah | In Australia, Best Practices, Branding, Branding, Covid-19, Culture, Design, Dusseldorf, Europe, Gender, Germany, Language, Leadership, Loose Time, Marketing, New Zealand, North America, Perth, Podcast, Relationships, Storytelling, Strategy, Sydney, Time, United States, Verbal Communications

 Down Under Dynamics: Trade Show Strategies with Jess Turnbull (Part 1) 

In Part 1 of this two-part interview, host Jeff Hannah talks with trade show strategist Jessica Turnbull of The Exhibit Company in Australia, during EXHIBITORLIVE 2024.

During this conversation, Jess shared insights into her journey, having co-founded The Exhibit Company with her stepfather, Chris Lamb some years ago. Their approach to the business is truly distinctive, placing strategy at the forefront – followed by outstanding design. It’s evident that their forward-thinking mindset has positioned them ahead of the curve, consistently delivering clear value to their clients across the continent.

Navigating the intricacies of trade shows, Jess emphasized the significance of a holistic approach, spanning pre-show preparations, on-site engagement, and post-event follow-ups. It’s critically important to make the absolute best use of your opportunities on the show floor – to really SHOW-UP – and give it your best!

While virtual engagements have their place in the marketing mix, you really must make an intentional effort to cut through all the “white noise” out there. The inherent value of face-to-face interactions remains undeniable, particularly in the Post-COVID era that we are in. This shifting landscape has brought about a change in overall attendee profile, with a noticeable uptick in the quality and focus of participants.

This conversation with Jessica Turnbull provided invaluable insights into the evolving landscape of exhibitions and the importance of strategic thinking in producing impactful experiences. Jess touched upon the dynamics of international install timelines, drawing comparisons between the USA, Europe, and Australia, before reflecting on the timeless wisdom encapsulated in Parkinson’s Law. Join us as we uncover the nuances of exhibiting in a post-pandemic world, and the enduring principles that shape our industry.

The Exhibit Company is an international custom exhibit agency, headquartered in New South Wales, Australia. They are uniquely positioned to work with brands for shows all across Australia. Their unique approach is based on strategy, creative design solutions, and solid project management. The Exhibit Company is not simply focused on providing an exhibit. Their holistic approach encompasses pre-show promotional activities, determining and tracking ROI, lead tracking & management, and booth staff training, among many other services.

This interview was recorded live at the amazing Gaylord Opryland Resort & Convention Center in Nashville, Tennessee with host Jeff Hannah.

Part 2 of my interview with Jess.

The Exhibit Company

Jessica Turnbull on LinkedIn

Email: jess@theexhibitcompany.com.au

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Jeff Hannah & Francisco Collazo

Three Generations in Mexico with Francisco Collazo (Part 2)

Posted on by Jeff Hannah | In Age, Argentina, Brazil, Chile, Cuba, Culture, Design, Dusseldorf, Ecuador, Europe, Germany, Graphics, Language, Latin America, Leadership, Loose Time, Mexico, North America, Podcast, Puerto Rico, Relationships, Time, United States

A Look into the Life of Industrial Designer Francisco Collazo

This is Part 2 of a two-part interview with international industry leader and designer Francisco Collazo, Partner and CEO of SISTEXPO (Sistemas de Exposición) in Mexico City, Mexico.

In this fascinating conversation, Francisco Collazo shares his extensive journey into the exhibition industry, tracing the evolution of his career from its inception as a young boy working with his father. More than 40 years later, Francisco’s company is now well into its third family generation and has established an outstanding reputation for themselves globally in the industry.

Host Jeff Hannah asks Francisco to share the transformative shifts he has witnessed in the Mexican exhibition landscape over the years, offering valuable insights into the dynamic nature of the industry in Mexico. Nowadays, most of the exhibits are custom-built, wooden exhibits versus system exhibits; many are still build and burn (one time use).

Francisco highlighted his knowledge of system exhibits, shedding light on the diverse range, some of the history, and how he became an expert in this area. He mentions his past interactions with historical system influencers, such as Hans Bruder (global leader of OCTANORM for over 50 years). Some of the systems they discussed are beMatrix, Aluvision, Agam, OCTANORM, SYMA, and meroform,

They discuss the primary exhibition venues in Mexico, and how those have evolved over the years in their respective areas:

Palacio de los Deportes

World Trade Center Mexico City

Centro Citibanamex

Expo Guadalajara

Jeff and Francisco share their common bond of their pathways to becoming an industrial designer. Francisco shares how he is particularly passionate about giving back to future generations of designers and design programs at various universities. Francisco’s heavy involvement in international and local industry associations underscored his commitment to fostering collaboration and knowledge-sharing with others across the industry.

Francisco’s international work experience is a key focal point, illustrating the intricacies and nuances of navigating business across borders – particularly in Latin America.

Francisco opens-up about the unique experience of collaborating with family members in the industry, providing a glimpse into the dynamics of working alongside loved ones. He shares his outlook on navigating some of those challenges – and well as the reward of working with his family in the formation of this third-generation business. They specifically mention the work that his son Paco Collazo is doing with Happy Projects, based in Atlanta.

Jeff asks Francisco about his legacy, where he emphasizes continuous innovation, building connections, and providing the highest level of service possible (beyond what is happening on the trade show floor).

Host Jeff Hannah summarizes this interview by stating, “good stuff to build a business on; good stuff to build a life around.”

SISTEXPO are international exhibit and event builders, headquartered in Mexico City, Mexico. They are uniquely positioned to work across North America and South America, with a reach far beyond – into Europe and elsewhere around the world. SISTEXPO designs and builds exhibits for trade shows, works as a general contractor for entire exhibitions, provides international pavilions, and produces full-scale events. Well into their third family generation, SISTEXPO has a strong track record of over 40 years and continues to be heavily involved in international associations and works with many global brands. They are proud members of IFES, EDPA, ESSA, bePartner Network, MPI, OSPI, and AMPROFEC.

This interview was recorded live at the amazing Hyatt Regency Coconut Point Resort & Spa, in Bonita Springs, Florida (USA) with host Jeff Hannah.

LinkedIn: https://www.linkedin.com/in/francisco-collazo-ortega-23601639/

Website: https://www.sistexpo.com/

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Jeff Hannah & Francisco Collazo

Three Generations in Mexico with Francisco Collazo (Part 1)

Posted on by Jeff Hannah | In Age, Argentina, Brazil, Chile, Cuba, Culture, Design, Ecuador, Europe, Germany, Graphics, Language, Latin America, Leadership, Loose Time, Mexico, North America, Puerto Rico, Relationships, United States

A Look into the Life of Industrial Designer Francisco Collazo

This is Part 1 of a two-part interview with international industry leader and designer Francisco Collazo, Partner and CEO of SISTEXPO (Sistemas de Exposición) in Mexico City, Mexico.

In this fascinating conversation, Francisco Collazo shares his extensive journey into the exhibition industry, tracing the evolution of his career from its inception as a young boy working with his father. More than 40 years later, Francisco’s company is now well into its third family generation and has established an outstanding reputation for themselves globally in the industry.

Host Jeff Hannah asks Francisco to share the transformative shifts he has witnessed in the Mexican exhibition landscape over the years, offering valuable insights into the dynamic nature of the industry in Mexico. Nowadays, most of the exhibits are custom-built, wooden exhibits versus system exhibits; many are still build and burn (one time use).

Francisco highlighted his knowledge of system exhibits, shedding light on the diverse range, some of the history, and how he became an expert in this area. He mentions his past interactions with historical system influencers, such as Hans Bruder (global leader of OCTANORM for over 50 years). Some of the systems they discussed are beMatrix, Aluvision, Agam, OCTANORM, SYMA, and meroform,

They discuss the primary exhibition venues in Mexico, and how those have evolved over the years in their respective areas:

Palacio de los Deportes

World Trade Center Mexico City

Centro Citibanamex

Expo Guadalajara

Jeff and Francisco share their common bond of their pathways to becoming an industrial designer. Francisco shares how he is particularly passionate about giving back to future generations of designers and design programs at various universities. Francisco’s heavy involvement in international and local industry associations underscored his commitment to fostering collaboration and knowledge-sharing with others across the industry.

Francisco’s international work experience is a key focal point, illustrating the intricacies and nuances of navigating business across borders – particularly in Latin America.

Francisco opens-up about the unique experience of collaborating with family members in the industry, providing a glimpse into the dynamics of working alongside loved ones. He shares his outlook on navigating some of those challenges – and well as the reward of working with his family in the formation of this third-generation business. They specifically mention the work that his son Paco Collazo is doing with Happy Projects, based in Atlanta.

Jeff asks Francisco about his legacy, where he emphasizes continuous innovation, building connections, and providing the highest level of service possible (beyond what is happening on the trade show floor).

Host Jeff Hannah summarizes this interview by stating, “good stuff to build a business on; good stuff to build a life around.”

SISTEXPO are international exhibit and event builders, headquartered in Mexico City, Mexico. They are uniquely positioned to work across North America and South America, with a reach far beyond – into Europe and elsewhere around the world. SISTEXPO designs and builds exhibits for trade shows, works as a general contractor for entire exhibitions, provides international pavilions, and produces full-scale events. Well into their third family generation, SISTEXPO has a strong track record of over 40 years and continues to be heavily involved in international associations and works with many global brands. They are proud members of IFES, EDPA, ESSA, bePartner Network, MPI, OSPI, and AMPROFEC.

This interview was recorded live at the amazing Hyatt Regency Coconut Point Resort & Spa, in Bonita Springs, Florida (USA) with host Jeff Hannah.

LinkedIn: https://www.linkedin.com/in/francisco-collazo-ortega-23601639/

Website: https://www.sistexpo.com/

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Jeff Hannah & Mazi Farzam

Inside the Mind of Digital Genius Mazi Farzam

Posted on by Jeff Hannah | In Bahrain, Communications, Culture, Design, Europe, Germany, Kuwait, Language, Latin America, Middle East, North America, Podcast, Qatar, Relationships, Saudi Arabia, Storytelling, Strategy, The Netherlands, United Arab Emirates, United Kingdom, United States

Storytelling Genius Mazi Farzam of Inhance Digital

In this episode, host Jeff Hannah interviews digital genius, Mazi Farzam, CEO of Inhance Digital, an agency based in Los Angeles, California. Mazi is focused on the intersection of science, technology, and storytelling. Under his leadership, Inhance has built a global reputation for content generation, user experience creation, visual effects, and immersive storytelling. Inhance works across a wide range of industries where their work finds application in museums, trade shows, executive briefing centers, and other types of experiences.

Mazi is from the Middle East, but is an American now, having worked and traveled extensively around the world. He has a fantastic understanding of cultural differences and how those impact business, interpersonal relationships, and the design of experiences. He is passionate about technology, experiences, and entertainment.

Jeff and Mazi talk about how culture plays into design of interactives and storytelling. They take a deeper look at the differences between basic translation and localization. Mazi stresses the importance of having locals to help craft the story – understanding the connotations of the local language, colloquialisms, and sensitivities to various topics and issues. He explains how most of their projects are designed to be used across a spectrum of different cultures.

Mazi talks how the most effective experiences are those in which the digital and interactive elements are seamlessly integrated into the physical architectural spaces; some refer to this as phygital. Both elements are critically important. But they need to be fully understood, appreciated, and designed together to achieve this level of integration.

Looking into the future, Mazi talks about how the metaverse will change the way we go about our daily lives. He talks about how the technology itself may become more transparent in some ways: more integrated into everything but less obviously visible. He indicates that we are just on the precipice of an exciting new era in technology – one which has the potential to improve humanity in ways that we have yet to see. This could help us build a better world – improving communications, awareness, healthcare, and the environment, just to name a few!

Jeff asks Mazi about what makes Inhance truly unique in their work, as they have achieved an outstanding reputation in the past twenty-plus years. He notes that being in Hollywood helps them to attract some of the best talent in this world. Many of their team members work in feature films, visual effects (VFX), and as AAA game developers. They are distinctly client focused, nimble, and fast in their development.

Inhance Digital is an award-winning interactive agency that helps tell complex stories. Their services span content generation, visual effects, physical brand activation/immersive experiences, and virtual brand exhibits and events. Inhance is at the forefront of delivering custom, cutting-edge interactive experiences for both in-person brand activations as well as virtual and online customer engagement.

This interview was recorded live at EXHIBITORLIVE in Las Vegas, Nevada with host Jeff Hannah.

LinkedIn: https://www.linkedin.com/in/maziar-farzam-2695718/

Website: https://www.inhance.com/

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Mark Johnson On Stage at EDPA Access 2022

How Mark Johnson is Shaping the Exhibition Industry

Posted on by Jeff Hannah | In Asia, Best Practices, Branding, Branding, Communications, Covid-19, Culture, Europe, Germany, Language, Latin America, Leadership, London, Marketing, Middle East, North America, Podcast, Storytelling, Strategy, The Netherlands, United Arab Emirates, United Kingdom, United States

How Mark Johnson is Shaping the Exhibition Industry

Industry veteran Mark Johnson is re-shaping the world of exhibitions with his deep passion, foresight, and encompassing vision for the future. Mark has garnered significant attention with his recent acquisitions of EXHIBITOR Group, as well as Featherlite Exhibits. In this episode, host Jeff Hannah asks Mark about his acquisition of EXHIBITOR Group, and how he is re-imagining the future of it. Mark introduces Dan Raynak as the new CEO/President of EXHIBITOR Group, and talks about the unique and ongoing mission for the company. Mark’s fiery passion for the exhibition industry can be felt as he discusses a more inclusive future for EXHIBITOR – with the introduction of additional tools and resources. Mark also discusses the outlook for EXHIBITORLIVE 2023 and beyond, including future potential show locations.

EXHIBITOR is widely recognized as a producer of educational conferences – and is exploring ways to build upon this globally recognized brand – including potential international expansion of educational programming and CTSM Certification. EXHIBITOR and the EDPA (Experiential Designers & Producers Association) have recently formed a partnership to provide ongoing professional education to EDPA members through EXHIBITOR’s Certified Trade Show Marketer (CTSM) program.

Mark Johnson is the Founder / CEO of Star Exhibits & Environments, and also owns several other companies. Mark built an outstanding reputation in the exhibition industry through decades of international work and leadership in industry associations such as EDPA and IFES. He was formerly President (2005) of EDPA (Experiential Designers & Producers Association). He was involved in the creation of the EDPA Foundation, where he continues to serve as Treasurer. He was instrumental in supporting and promoting IFES (International Federation of Exhibition & Event Services) over the years in various ways. Mark has been instrumental in the exhibit design education programs at both Fashion Institute of Technology (FIT), and Bemidji State University (BSU), from the early stages of development to current day. In 2021, Mark was honored as one of the Ten Most Admired CEOs by the MSP Business Journal.

EXHIBITOR Group is the global leader in trade show and corporate event marketing education. EXHIBITOR does this through many platforms, including: EXHIBITOR Magazine, EXHIBITORLIVE, the Certified Trade Show Marketer (CTSM) program, EXHIBITOR FastTrak, EXHIBITOR eTrak, and others.

A leading global marketing solutions provider, Star Exhibits and Environments values a customer-intimate approach, lasting partnerships, powerful strategic direction, and consistent execution. Star’s comprehensive design, fabrication, installation, and property management services support trade show, retail, corporate interior, event and selling environment initiatives.

This interview was recorded live at EXHIBITOR FastTrak in Providence, Rhode Island, with host Jeff Hannah.

LinkedIn: https://www.linkedin.com/in/markjohnsonstar/

Website: https://www.exhibitoronline.com/index.asp

Mark Johnson, Owner and CEO of Star Group

Mark Johnson

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Jeff Hannah & Benedict Soh

Perspectives from an Industry Legend: Benedict Soh

Posted on by Jeff Hannah | In Age, Asia, Branding, China, Communications, Culture, Design, Europe, Graphics, Hong Kong, Japan, Language, Marketing, Middle East, North America, Podcast, Relationships, Singapore, Strategy, Taiwan, Thailand, Time, United States

Interview with Benedict Soh – Chairman of Kingsmen Creatives

This is an interview with an industry legend, Benedict Soh, Chairman and Co-Founder of Kingsmen Creatives Ltd., based in Singapore. In this episode, host Jeff Hannah and Benedict Soh discuss the return of the industry since the COVID-19 pandemic brought the exhibition industry to a complete halt over two years ago. Shows and events are recovering well, with a number of large corporations hosting their own private customer events and product launches. Ben talks about the importance of face-to-face marketing, and the need as an industry to demonstrate excellent ROI for the client stakeholders.

Ben talks about how the trade show industry has evolved over the years, and has excelled at integrating all of the other aspects of technology and marketing. He also talks about how business has changed due to the blending of cultures globally.

Jeff asks Ben about the challenges of running a large corporation with offices in many countries. Jeff asks Ben to give advice to people considering a career in this industry. He talks about mentors, sources of inspiration, and about how he got started in this industry. He also talks about the concepts of work/life balance and work/life integration. And, he talks about what he feels is his greatest achievement.

Benedict Soh is internationally known across the Meetings, Incentives, Conventions and Exhibitions (MICE) industry and amusement park industry segments. Benedict has been awarded the prestigious Hazel Hayes Award, as well as the Lifetime Achievement for Outstanding Contribution to Tourism by the Singapore Tourism Board. Benedict co-founded Kingsmen Creatives over 45 years ago, and is also Chairman. Kingsmen has now grown to 21 offices across major cities in Asia, the Middle East, and the USA, with global headquarters in Singapore.

Kingsmen are creators of experience, harnessing the power of creativity and design to tell engaging stories that bring brands to life. Kingsmen delivers seamless, innovative and engaging experiences that connect, engage and empower. From conception to completion, their integrated capabilities built over the last 45 years have enabled them to be the one-stop creative solutions partner, delivering memorable, successful campaigns around the world.

This interview was recorded live in Singapore at the Kingsmen Experience, the global headquarter tower of Kingsmen Creatives Ltd., in the Changi District of Singapore, with host Jeff Hannah.

LinkedIn: https://www.linkedin.com/in/benedict-soh-819b614/

Website: https://www.kingsmen-int.com/

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Han Leenhouts on stage with microphone - pointing

Straight Talk from Han Leenhouts (Part 2)

Posted on by Jeff Hannah | In Abu Dhabi, Argentina, Asia, Best Practices, Brazil, China, Communications, Culture, Dubai, Europe, Gender, Germany, Hong Kong, Japan, Language, Latin America, Marketing, Mexico, Middle East, Non-Verbal Communications, North America, Podcast, Relationships, Singapore, Strategy, Taiwan, Thailand, The Netherlands, United Arab Emirates, United Kingdom, United States, Verbal Communications

Han Leenhouts Unfiltered! (Part 2)

This is Part 2 of a two-part interview with Han Leenhouts author of Sales & Pepper, based in The Hague (Den Haag), The Netherlands.

This is one of the most fun, exciting, and inspirational episodes that we’ve had on The Global Exhibitor Podcast! In this interview, hosted by Jeff Hannah you can experience Han’s electric personality, and magnetic passion through his dynamic, engaging, and direct (Dutch) style. The primary focus of this episode is the importance of booth staff selection, training and engagement.

In this episode, Jeff asks Han to differentiate between the Dutch culture and mindset in comparison to other countries in Europe. Han talks about what Americans might not understand when working with the Dutch. They talk about the direct communications style, and the importance of being authentic and genuine.

Han emphasizes the importance of booth staff training and what the process generally looks like – involving both pre-show training as well as on-site coaching. He talks about setting goals for the show and how to measure where those goals are met.

Han elaborates on how asking the “right” questions is an important step in learning how to engage with people you have never met before. The right questions help to quickly qualify your potential leads and determine where to take the conversation. Han is a firm believer in being bold, taking risks, and stepping out of your comfort zone – which is what it takes in order to be really successful in trade show marketing.

As a side note, Jeff and Han briefly discuss perspectives on the war in Ukraine, as well as how Dutch DJ’s compare to others in the world! You don’t want to miss that!

Han Leenhouts is an internationally acclaimed author, keynote speaker, trainer, and coach in the trade show industry. Han is the author of Sales & Pepper, a book focused on the best ways to engage with people on the trade show floor, in conjunction with an effective exhibit. He is also the author of Peppertalk 2.0, which is focused on open-ended, thought-provoking questions which can be used to effectively engage with others on the show floor. Han owns Sales & Pepper, a training and coaching firm based in The Netherlands.

This interview was recorded live in Las Vegas at the luxurious Mandalay Bay Resort & Casino, with host Jeff Hannah. Please also join us for Part 1 of this interview with Han Leenhouts.

Email: han@salesandpepper.com

LinkedIn: https://www.linkedin.com/in/hanleenhouts/

Website: https://salesandpepper.com/

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Han Leenhouts on stage with microphone - pointing

Straight Talk from Han Leenhouts (Part 1)

Posted on by Jeff Hannah | In Abu Dhabi, Argentina, Asia, Best Practices, Brazil, China, Communications, Culture, Dubai, Europe, Gender, Germany, Hong Kong, Japan, Language, Latin America, Marketing, Mexico, Middle East, Non-Verbal Communications, North America, Podcast, Relationships, Singapore, Strategy, Taiwan, Thailand, The Netherlands, United Arab Emirates, United Kingdom, United States, Verbal Communications

Han Leenhouts Unfiltered! (Part 1)

This is Part 1 of a two-part interview with Han Leenhouts author of Sales & Pepper, based in The Hague (Den Haag), The Netherlands.

This is one of the most fun, exciting, and inspirational episodes that we’ve had on The Global Exhibitor Podcast! In this interview, hosted by Jeff Hannah you can experience Han’s electric personality, and magnetic passion through his dynamic, engaging, and direct (Dutch) style. The primary focus of this episode is the importance of booth staff selection, training and engagement.

Han is focused on outcomes! But, far too many get it wrong! As part of his consultative, training, and coaching initiatives, Han works globally with brands to help establish and reach goals for their trade show participation. With clearly defined goals in mind, you can then work to achieve those goals – and recognize when you have or haven’t. Having the goals is important, but is not everything. Making the most of show floor interactions can make or break any trade show participation. Staff training is the next, hugely important component. Much of the booth staff training can happen in the planning phases, but some of it must happen on the show floor, in the actual physical environment in order to fully utilize the exhibit in the way it was designed to be used.

Jeff asks Han about his views on staffing a booth with marketing team members vs. sales vs. technical staff. Han talks in detail about how to select the right people to fill the various roles required on the show floor. Han gives his recommendations on the ideal mix of profiles for the roles, and how to play to people’s strengths. He focuses on the importance of booth staff attitude and outlook on working on the show floor. It is critical for them to understand their purpose, as well as the best ways to approach people and start meaningful interactions.

Respect for cultural differences is important for working across cultures. But, when looking for ways to engage with others, Han urges people to tap into the most basic and common human characteristics – those things we share in common – rather than focusing on our differences. Shaping questions in just the right way to capture a visitor’s attention immediately is essential in the busy, distracting, and fast-paced show floor environment. Han is a master at engaging both individuals and audiences.

Han Leenhouts is an internationally acclaimed author, keynote speaker, trainer, and coach in the trade show industry. Han is the author of Sales & Pepper, a book focused on the best ways to engage with people on the trade show floor, in conjunction with an effective exhibit. He is also the author of Peppertalk 2.0, which is focused on open-ended, thought-provoking questions which can be used to effectively engage with others on the show floor. Han owns Sales & Pepper, a training and coaching firm based in The Netherlands.

This interview was recorded live in Las Vegas at the luxurious Mandalay Bay Resort & Casino, with host Jeff Hannah. Please join us for Part 2 of this interview with Han Leenhouts.

Email: han@salesandpepper.com

LinkedIn: https://www.linkedin.com/in/hanleenhouts/

Website: https://salesandpepper.com/

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Exhibit at EuroShop

Tradeshow Engagement Optimization with Lee Ali (Part 2)

Posted on by Jeff Hannah | In Asia, Best Practices, Branding, China, Communications, Culture, Europe, Germany, Hong Kong, Japan, Language, Latin America, London, Manchester, Marketing, Middle East, Non-Verbal Communications, North America, Podcast, Relationships, Singapore, Strategy, Taiwan, Thailand, United Kingdom, United States, Verbal Communications, Yorkshire

Tradeshow Engagement Optimization with Lee Ali (Part 2)

This is Part 2 of an interview with Lee Ali of Expo Stars Interactive, based in Manchester, England. Host Jeff Hannah asks Lee about the Five E’s of Engagement, booth staffing recommendations, and getting the right people in the right places in an exhibit.

Lee and Jeff discuss various outlooks regarding the attendee experience model in the post-COVID world. How have expectations of engagements and interactions changed during the past couple of years? What problems are we seeing now? And how are expectations continuing to change? It is more important than ever to staff your booth in the right way in order to achieve more successful outcomes.

A key insight that Lee has is that booth staffers tend to do too much talking and not enough listening as they are working an exhibit. Additionally, Lee makes some somewhat controversial statements about whether or not exhibiting is primarily a marketing activity or a sales activity. Jeff asks Lee about how to find the correct balance between sales, marketing, product or technical specialists, and senior executives.

Lee Ali is an international speaker, entrepreneur, business coach, mentor, sales strategist and a qualified iMA practitioner. He is widely regarded as the go-to source for attendee engagement and lead generation at global tradeshow exhibitions, conferences and live marketing events.

Lee’s passion from very early on in his business career has been understanding what makes people buy and how to truly connect with them so that they are deeply engaged with what you do.

As well as contributing his valuable insights to industry press and media, Lee has been invited to speak at various conferences across the world on audience engagement including; UFI Asia Pacific Conference in Malaysia, Middle East Event Show in Dubai, Sales and Marketing Expo in LA, The Business Show in London, Expo Expo! in Las Vegas, EXHIBITORLIVE in Las Vegas, Event Tech Live in London and more. Lee also hosts the “In Conversation with Expo Stars” podcast interviewing experts from the tradeshow industry.

Lee founded Expo Stars Interactive, an award winning exhibition engagement company, to support exhibitors worldwide to engage more attendees to their booth, convert them into qualified sales leads, raise their brand awareness, and deliver measurable results.

Since 2007, the Expo Stars team have been supporting exhibitors at all the major global exhibitions including Arab Health, Mobile World Congress, CES, GITEX, BAUMA, HPE Discover, Cisco Live, Black Hat, Microsoft Convergence, CONEXPO-CON/AGG and many more.

Lee is also passionate about health and well-being. He is a qualified Reiki practitioner and incorporates the power of positive energy into his unique 5 E’s framework for personal, business, sales and marketing success.

This interview was recorded online from both Manchester, England (UK) and Dayton, Ohio (USA) with host Jeff Hannah.

Part 1 of the interview with Lee.

Email: lee@expostars.com

LinkedIn: https://www.linkedin.com/in/leeali5/

Website: https://www.expostars.com/

Lee Ali, MD of Expo Stars Interactive

Lee Ali

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