Branding

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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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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Marina Bay Sands SkyPark - Singapore

Geoff Thatcher – Creating Experiences Globally (Part 2)

Posted on by Jeff Hannah | In Abu Dhabi, Asia, Bahrain, Best Practices, Branding, Branding, Brazil, China, Communications, Culture, Design, Doha, Dubai, Europe, Germany, Graphics, Hong Kong, Japan, Kuwait, Language, Leadership, London, Marketing, Middle East, Non-Verbal Communications, North America, Podcast, Qatar, Relationships, Saudi Arabia, Singapore, Storytelling, Strategy, Taiwan, Thailand, United Arab Emirates, United Kingdom, United States, Verbal Communications

Engaging Globally Through Authentic Storytelling

In Part 2 of this captivating two-part interview with host Jeff Hannah, Geoff Thatcher discusses the use of authentic storytelling to reach audiences around the world. Geoff also talks about the evolution of the experience economy. Geoff shares his advice for clients. Jeff asks Geoff about how international travel has changed him over the years. And, they talk about the importance of maintaining your faith while being on the road.

Geoff Thatcher is Founder & Chief Creative Officer at Creative Principals. He has a tremendous amount of truly world-class experience – and is a brilliant thinker, writer, and creative director. Geoff believes that experiences are distinguished by great story telling. Geoff spent many years as Executive Creative Director at The Brand Experience. Recent projects include the grand opening of Warner Brothers World Abu Dhabi, a traveling exhibition for the King Abdullah Foundation in Saudi Arabia, a new lobby experience for Palo Alto Networks and new concepts for the executive briefing program at Dell Technologies.

Other highlights from his career include his work on the Pan American Games in Rio de Janeiro, the Kaiser Permanente Center for Total Health in Washington, DC, the Lockheed Martin Space Experience Center and Honeywell’s Industrial Safety Customer Experience Center (Shanghai & many other cities).

Geoff also served as Creative Director at the Tom Peters Company where he worked with many top industry leaders – and helped to facilitate leadership training within Microsoft, John Deere, Deloitte and The CIA.

He also worked for more than seven years as a writer at Jack Rouse Associates (JRA) – where he helped develop many experiences, such as the CNN Studio Tour (Atlanta), and the Battleship Missouri Memorial.

Be sure to listen to Part 1 of this interview with Geoff Thatcher.

www.creativeprincipals.com

Twitter: @geoffthatcher

Geoff Thatcher LinkedIn

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Marina Bay Sands SkyPark - Singapore

Geoff Thatcher – Creating Experiences Globally (Part 1)

Posted on by Jeff Hannah | In Abu Dhabi, Asia, Australia, Bahrain, Best Practices, Branding, Branding, China, Communications, Culture, Design, Doha, Dubai, Europe, Hong Kong, Japan, Kuwait, Language, Latin America, Leadership, London, Marketing, Mexico, Middle East, Non-Verbal Communications, North America, Podcast, Qatar, Relationships, Saudi Arabia, Singapore, Storytelling, Strategy, Sydney, Taiwan, Thailand, United Arab Emirates, United Kingdom, United States, Verbal Communications

Engaging Globally Through Authentic Storytelling

In Part 1 of this captivating two-part interview with host Jeff Hannah, Geoff Thatcher discusses the use of authentic storytelling to reach audiences around the world. Geoff also talks about the evolution of the experience economy. Geoff shares his advice for clients. Jeff asks Geoff about how international travel has changed him over the years. And, they talk about the importance of maintaining your faith while being on the road.

Geoff Thatcher is Founder & Chief Creative Officer at Creative Principals. He has a tremendous amount of truly world-class experience – and is a brilliant thinker, writer, and creative director. Geoff believes that experiences are distinguished by great story telling. Geoff spent many years as Executive Creative Director at The Brand Experience. Recent projects include the grand opening of Warner Brothers World Abu Dhabi, a traveling exhibition for the King Abdullah Foundation in Saudi Arabia, a new lobby experience for Palo Alto Networks and new concepts for the executive briefing program at Dell Technologies.

Other highlights from his career include his work on the Pan American Games in Rio de Janeiro, the Kaiser Permanente Center for Total Health in Washington, DC, the Lockheed Martin Space Experience Center and Honeywell’s Industrial Safety Customer Experience Center (Shanghai & many other cities).

Geoff also served as Creative Director at the Tom Peters Company where he worked with many top industry leaders – and helped to facilitate leadership training within Microsoft, John Deere, Deloitte and The CIA.

He also worked for more than seven years as a writer at Jack Rouse Associates (JRA) – where he helped develop many experiences, such as the CNN Studio Tour (Atlanta), and the Battleship Missouri Memorial.

Be sure to listen to Part 2 of this interview with Geoff Thatcher.

www.creativeprincipals.com

Twitter: @geoffthatcher

Geoff Thatcher LinkedIn

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City of London

Steve Riches – What is European Design? (Part 2)

Posted on by Jeff Hannah | In Australia, Best Practices, Branding, Branding, Communications, Culture, Design, Europe, Germany, Graphics, Language, Leadership, Lighting, London, Manchester, Marketing, North America, Podcast, Precise Time, Relationships, Storytelling, Strategy, The Netherlands, United Kingdom, United States, Yorkshire

British Exhibition Expert Talks about Design

Jeff Hannah interviews Steve Riches of Laguna Displays in Part 2 of this two-part series. Steve Riches is an experienced trade show and event marketing executive, and has worked in various sales and management roles in the exhibit industry. He has extensive experience in international exhibiting, trade show program management, and show-site project supervision. Steve is trilingual (Spanish, French, English), and a dual citizen (US & UK). He is a graduate of Pepperdine University and a member of the faculty at EXHIBITORLIVE, where he speaks about international exhibit design.

Be sure to listen to Part 1 of this interview with Steve Riches.

www.lagunadisplays.com

Twitter: @LagunaDisplays

Steve Riches LinkedIn

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City of London

Steve Riches – What is European Design? (Part 1)

Posted on by Jeff Hannah | In Best Practices, Branding, Branding, Communications, Culture, Design, Europe, Germany, Graphics, Language, Latin America, Leadership, London, Manchester, Marketing, North America, Podcast, Storytelling, Strategy, The Netherlands, United Kingdom, United States, Yorkshire

British Exhibition Expert Talks about Design

Jeff Hannah interviews Steve Riches of Laguna Displays in Part 1 of this two-part series. Steve Riches is an experienced trade show and event marketing executive, and has worked in various sales and management roles in the exhibit industry. He has extensive experience in international exhibiting, trade show program management, and show-site project supervision. Steve is trilingual (Spanish, French, English), and a dual citizen (US & UK). He is a graduate of Pepperdine University and a member of the faculty at EXHIBITORLIVE, where he speaks about international exhibit design.

Be sure to listen to Part 2 of this interview with Steve Riches.

www.lagunadisplays.com

Twitter: @LagunaDisplays

Steve Riches LinkedIn

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