Covid-19

Laura Palker with Jeff Hannah

Rebuilding the US Trade Show Workforce with Laura Palker (Part 1)

Posted on by Jeff Hannah | In Best Practices, Covid-19, Leadership, North America, Podcast, Strategy, United States

Laura Palker of the Exhibitions & Events Workforce Development Federation (Part 1)

The Future of the Trade Show Industry & Workforce Development

The trade show and events industry has faced massive disruptions in recent years. From the devastating impact of the pandemic to the looming “Silver Resignation,” the industry must navigate an urgent need for workforce development, skilled labor, and better representation at the national level.

In this episode of The Global Exhibitor Podcast, Jeff Hannah sits down with Laura Palker, President of the Exhibitions & Events Workforce Development Federation, to discuss the critical challenges facing the trade show industry today. With decades of experience in the industry and a passion for workforce training and advocacy, Laura provides deep insights into how the industry is working to address the current talent crisis.

The Changing Workforce in Trade Shows

Before the COVID-19 pandemic, the trade show industry was filled with seasoned professionals, with the average workforce age between 53 and 58 years old and 20 to 30 years of experience. These individuals—highly skilled artisans, project managers, and business leaders—were the backbone of the industry, shaping the way exhibitions were designed, built, and executed.

However, the pandemic created an industry-wide exodus, with millions of workers leaving for good. Those who remained or joined the industry in the past few years now make up 40% of the workforce, yet they have three years of experience or less. This knowledge gap has put an incredible strain on businesses trying to maintain the same level of quality and efficiency with a largely new and inexperienced workforce.

Adding to the challenge is the Silver Resignation, the upcoming retirement of many seasoned professionals. This shift threatens to wipe out even more institutional knowledge, making it critical to develop fast-track training programs, apprenticeship initiatives, and long-term strategies to ensure that newcomers are not left to figure things out on their own.

Bringing Trade Shows Into the National Workforce Ecosystem

One of the biggest challenges the industry faces is a lack of government and educational recognition. Unlike other industries such as automotive, medical, or construction, trade shows have struggled to gain proper classification within the U.S. labor system.

Laura Palker explains the importance of O*NET Codes (Occupational Information Network) and NAICS Codes (North American Industry Classification System) in defining and legitimizing the trade show industry. Without these classifications, trade shows are effectively invisible to government agencies, workforce programs, and schools that guide students toward career opportunities.

Historically, industry professionals filling out forms for business registration, workforce statistics, or education programs have struggled to find an appropriate category for their work. Often, they’re forced to select “Other” or an unrelated classification, further erasing trade shows from official workforce data.

That’s why industry leaders have been pushing for:

  • Recognition in O*NET & NAICS systems to define trade show-related jobs
  • Career awareness campaigns to introduce trade shows as a viable profession
  • Funding opportunities for training programs at middle schools, high schools, and technical colleges

The recent success in modernizing the National Career Cluster Framework to include hospitality and events—with specific reference to trade shows, conferences, and exhibitions—is a huge step forward. The next challenge is ensuring that trade show careers are properly categorized and represented across all workforce development programs.

Building a Skilled Workforce for the Future

To address the industry’s talent shortage, the Exhibitions & Events Workforce Development Federation has been leading initiatives to create structured training programs, apprenticeships, and mentorships. These programs aim to fast-track the development of skilled professionals, ensuring that those entering the field are equipped with the knowledge they need to thrive.

Efforts include:

Trade Show Basics Training – A foundational training program designed to introduce new professionals to the industry.
Apprenticeships & Pre-Apprenticeships – Structured hands-on training programs to develop technical skills and industry knowledge.
Gap Year Internships & Mentorships – Career pathways that allow young professionals to explore trade shows as a long-term career.

Laura also highlights how industry associations, unions, and businesses must work together rather than in competition. With so many different roles and skill sets required to execute a successful trade show, every segment of the industry—from exhibit builders to show organizers to logistics providers—plays a critical role in the ecosystem.

“We are not competing with each other; we are complementary. Every piece of the puzzle is essential to making this industry work.” — Laura Palker

The Call to Action: Uniting for the Future

As Laura and Jeff discuss, the trade show industry is at a turning point. There is a limited window of opportunity to secure industry recognition, funding, and training programs. If the industry does not take advantage of this moment, it risks being left behind as other sectors continue to gain government support and workforce funding.

For those in the industry, now is the time to:

✅ Support workforce development initiatives by getting involved with industry associations.
✅ Advocate for O*NET & NAICS code updates to properly classify trade show jobs.
✅ Encourage mentorship and training to ensure knowledge transfer to the next generation.

If you’re interested in learning more about workforce development in trade shows or want to get involved, visit www.ee-wdf.org for resources and training opportunities.

🔊 Subscribe & Share: If you found this episode insightful, please subscribe and leave a review on iTunes, Spotify, or your favorite podcast platform.

📅 Stay tuned for Part 2 of our interview with Laura Palker!

This episode was recorded at the amazing ET Global USA Headquarters in Suwanee, Georgia.

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

Website: https://ee-wdf.org/

Website: http://www.tssolutioncenter.com

Email: laura.palker@ee-wdf.org

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

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.

Mark on LinkedIn

Exhibitor Media Group

Mark Johnson, Owner and CEO of Star Group

Mark Johnson
potters wheel

The Great Global Reset

Posted on by Jeff Hannah | In Age, Argentina, Asia, Australia, Authority, Bahrain, Best Practices, Brazil, Chile, China, Communications, Covid-19, Cuba, Culture, Dusseldorf, Ecuador, Europe, Gender, Germany, Hong Kong, Japan, Kuwait, Language, Latin America, Leadership, Mexico, Middle East, New Zealand, North America, Podcast, Puerto Rico, Qatar, Relationships, Saudi Arabia, Singapore, Strategy, Taiwan, Thailand, The Netherlands, United Arab Emirates, United Kingdom, United States, Verbal Communications

The Great Global Reset – Jeff Hannah Speaks at IFES

In this episode, we are re-airing a webinar with Jeff Hannah called The Great Global Reset, presented by IFES (International Federation of Exhibition & Event Services), as part of an ongoing series called IFES Solutions. All countries and cultures on the planet are feeling the impact of the COVID-19 pandemic. The impact is monumental – and will likely have more significant repercussions on humanity than any other crisis we have seen in our lifetimes. The coronavirus pandemic is already permanently reshaping culture as we speak. The trade show and event industry is being hit particularly hard as well – and is being forced to shift, innovate, and re-think. In this webinar we will explore COVID through the eyes of culture – and some elements of the Great Global Reset.

This interview was recorded in Dayton, Ohio but broadcast globally in April 2020.

Email: jeff@globalexhibitor.com

Jeff on LinkedIn

Joey DiFranco & Jeff Hannah Rethinking Events

Rethinking Events with Joey DiFranco & Jeff Hannah

Posted on by Jeff Hannah | In Best Practices, Branding, Communications, Covid-19, Design, Graphics, Language, Leadership, Marketing, Non-Verbal Communications, North America, Podcast, Relationships, Strategy, United States, Verbal Communications, Videos

Joey DiFranco & Jeff Hannah – Thought Leadership in Virtual Events

In this episode, we are re-airing a panel interview with Jeff Hannah and Joey DiFranco from the main stage at Rethinking Events, a recent virtual event which explores how virtual events are exploding and developing during the COVID-19 pandemic. Joey is a media futurist and expert in experiential technology. Joey is also the Director of the NEXT Lab at Exhibit Concepts – “New Experiential Technologies” – which is focused on all things technology-related, such as virtual events, augmented reality, virtual reality, audio-visual, and much more. Jeff Hannah is the Vice President of Interiors, International, and Creative at Exhibit Concepts, and has oversight of the NEXT Lab. Both of these industry thought leaders are interviewed by Masten Worley, Director of Sales at Exhibit Concepts.

This is a dynamic conversation which explores the role of virtual events in the overall marketing mix, what kinds of mistakes companies often make when implementing online events. They talk about the challenges and difficulties of creating and managing virtual events. And, they discuss what the future may look like in terms of the mix between virtual and in-real-life (IRL) events.

This interview was recorded in Dayton, Ohio.

LinkedIn: https://www.linkedin.com/in/joey-difranco-creative/

https://www.linkedin.com/in/jeffreyhannah/

https://www.linkedin.com/in/mastenworley/