EDPA

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/

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
Jeff Hannah with Martin Besaris

The Best Industry in the World

Posted on by Jeff Hannah | In Asia, Best Practices, Communications, Culture, Design, Europe, Germany, Graphics, Language, Marketing, Middle East, North America, Podcast, Precise Time, Relationships, Strategy, Time, United States, Verbal Communications

Martin Besaris Describes the Best Industry in the World

In this episode, host Jeff Hannah interviews Martin Besaris (Martijn Besaris) of The Inside Standbouw, based in Amsterdam, The Netherlands. Martin describes the exhibition industry as the “best industry in the world” – and describes the amazing degree of fulfilment and excitement that it creates for him personally and professionally.

Jeff talks with Martin about how the Dutch have been dealing with the COVID-19 pandemic, and the never-ending stream of variants. They discuss it from an industry perspective, including how the government of The Netherlands worked with companies (early in the pandemic) to put together plans for dealing with employee reductions, finances, and business survival. Martin talks about the current outlook regarding recovery and return of the exhibition industry. He also discusses the return of international travel, and the administrative challenges with that.

Jeff and Martin take a deeper look into the Dutch mindset and culture regarding personal behavior, freedoms, and lack of written rules. People in the society are generally free to “do as they please” in terms of beliefs and behaviors. The Dutch tend to have a strong outlook on business, with a high degree of focus on international. Education is important and expected. It is typical to start learning English and German in preschool. Martin also talks about similarities and differences the Dutch have with other European countries as well as the USA.

Recent societal and business shifts in The Netherlands has led to more people working with their “heads” instead of their “hands.” This (along with the pandemic) has created a shortage of carpenters and other skilled craftspeople, especially for the exhibition industry. Martin urges industry associations, companies, and individuals to make a more concerted effort to expose youth to this unique industry so that they can consider it as a career option. He discusses how this industry is fun, beautiful and exciting – and offers a very broad range of exposure to other industries.

Martin talks about the various languages that he speaks, as well as how he found his way into the exhibition industry, with the help of The Inside founder, Michael Hermans. Martin discusses his current role, which primarily focuses on international sales.

Jeff asks Martin for his insights into trends and developments that he is seeing in the industry across Europe – and recommendations on how companies should adjust their approach. They discuss the value of good exhibit design and the importance of differentiation and the need to quickly capture attention on the show floor. Martin believes that companies need to more carefully consider the geographic location of where a show is located, and the targeted attendees. Too often companies create graphics in their own native language, which is okay for some situations. But in others, it’s not the best approach (i.e. Germany). Either way, companies generally use too much written text (copy) for their graphics, which nearly always gets overlooked. QR codes are growing in popularity, especially during COVID.

The Inside Standbouw (Stand Builder) has been in business for more than 25 years, and provides turn-key services for exhibitions, interiors, and events in The Netherlands, across Europe, Asia, the Middle East, and in many other locations. Michael Hermans is the founder, and owner / CEO. The Inside is well known for their award-winning design capabilities and their thoughtful, strategic, comprehensive approach to projects.

This interview was recorded during EDPA ACCESS 2021 at the The Diplomat Beach Resort Hollywood Curio Collection in Hollywood, Florida with host Jeff Hannah.

Email: Martin@the-inside.nl

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

Website: https://www.theinside-standbuilding.com/

Jeff Hannah & Alejandro Escalante

Born into the Exhibition Industry

Posted on by Jeff Hannah | In Age, Argentina, Branding, Brazil, Chile, Cuba, Culture, Ecuador, Europe, Germany, Language, Latin America, Loose Time, Marketing, Mexico, New Zealand, North America, Podcast, Precise Time, Puerto Rico, Relationships, Strategy, Time, United States

Alejandro Escalante Grew Up on the Show Floor in Mexico

In this episode, host Jeff Hannah interviews Mexican industry globetrotter Alejandro (Alex) Escalante from Guadalajara. Alejandro is part of the family-owned company, Omega Group, where he is involved in sales, project management, logistics, and many other activities. He has worked in many regions of the world, such as Europe, Latin America, and the USA.

They discuss cultural, mindset, and industry differences between Mexico and the USA, as well as Mexico and other Latin American countries. Alejandro discusses how to reach Mexican clients, and the importance of building long-term, personal relationships.

They discuss the impact that COVID-19 has had on the exhibition industry in Mexico, on the economy there – and how the recovery is progressing.

On a personal note, Jeff asks Alex about his years of industry experience, and what he learned working at notable European companies, such as Atelier Damböck in Germany. Alex shares how those cross-cultural work experiences helped to shape his approach to business.

This interview was recorded during EDPA ACCESS 2021 at the The Diplomat Beach Resort Hollywood Curio Collection in Hollywood, Florida with host Jeff Hannah.

Email: aez@omegagroup.com.mx

LinkedIn: www.linkedin.com/in/alejandro-escalante-a50394105/

Website: www.omegaexp.com.mx

Jeff & Uta on Eco Tour in Sonoran Desert

IFES Executive Director – Uta Goretzky

Posted on by Jeff Hannah | In Abu Dhabi, Argentina, Best Practices, Brazil, Chile, Communications, Culture, Design, Dubai, Dusseldorf, Europe, Germany, Graphics, Language, Latin America, Leadership, Marketing, Mexico, Middle East, Munich, North America, Podcast, Relationships, Strategy, United Arab Emirates, United Kingdom, United States

Jeff Hannah Interviews Uta Goretzky – Executive Director of IFES

In this episode, host Jeff Hannah interviews Uta Goretzky, the Executive Director of the International Federation of Exhibition and Event Services, headquartered in Europe. Uta has a vast knowledge of what is happening in the trade show and event industry on a global basis. She works diligently to ensure that the industry is well-represented globally within various government contexts, as well as from an economic standpoint. They also provide a platform for global collaboration between companies across the exhibition industry.

Uta discusses trends that she is observing, initiatives that IFES is pursuing currently, the significance of cultural concerns, as well as best practices for exhibitors. Uta is based in Frankfurt, Germany, but spends much of her life on the road in many places around the world.

Prior to joining IFES, Uta spent more than 20 years with FAMAB e.V., the German association for the exhibitions and events industry. Uta studied economics at the Westfälische Wilhelms-Universität Münster in Germany.

This interview was recorded in the Sonoran Desert of Tucson, Arizona in the USA.

Uta Goretzky on LinkedIn

Email: uta@ifesnet.org

Dutch Pavilion Shanghai 2010

Charles Pappas – Flying Cars, Zombie Dogs, & Robot Overlords (Part 2)

Posted on by Jeff Hannah | In Abu Dhabi, Asia, Best Practices, Branding, Brazil, Culture, Design, Dubai, Europe, Germany, Graphics, Language, Latin America, Leadership, London, Marketing, Mexico, Middle East, North America, Podcast, Relationships, Saudi Arabia, Strategy, United Arab Emirates, United Kingdom, United States

Jeff Hannah Interviews Charles Pappas – Exhibit Industry Historian

In this episode, host Jeff Hannah interviews Charles Pappas, author of Flying Cars, Zombie Dogs, & Robot Overlords, and senior writer at Exhibitor Magazine. Charles is like the Indiana Jones – Captain Ahab – Mr. Peabody of the exhibition industry. He dug up lost expo photos in Shanghai and located forgotten fair buildings in Mexico City. He has spent years sleuthing out not just the economic IMPACT but cultural IMPRINT of trade fairs – which is a key point of his book. The impact of trade fairs last long beyond the end of the event. Charles has covered the expo industry for Exhibitor Magazine for many years – and is the industry’s de facto historian.

In part 2 of this interview, Jeff explores the things that Charles has learned from his extensive international travels, in particular how those things relate to good and bad practices in exhibitions. Charles explains the Dunning–Kruger effect, and how business can be impacted by a lack of knowledge of certain subjects. They discuss the use a sensory attractions – kinetic structures, technology, sand painting, art, fragrances and storytelling. Jeff talks to Charles about his level of interest in cultures and how that knowledge can and should be applied to the exhibition world.

This interview was recorded in Las Vegas, Nevada.

Flying Cars, Zombie Dogs, & Robot Overlords Book on Amazon

Charles Pappas on LinkedIn

Exhibitor Magazine

Email: cpappas@exhibitormagazine.com

Dutch Pavilion Shanghai 2010

Charles Pappas – Flying Cars, Zombie Dogs, & Robot Overlords (Part 1)

Posted on by Jeff Hannah | In Abu Dhabi, Argentina, Asia, Best Practices, Branding, Brazil, Culture, Design, Dubai, Europe, Germany, Graphics, Language, Latin America, Leadership, London, Marketing, Mexico, Middle East, North America, Podcast, Saudi Arabia, Strategy, United Arab Emirates, United Kingdom, United States

Jeff Hannah Interviews Charles Pappas – Exhibit Industry Historian

In this episode, host Jeff Hannah interviews Charles Pappas, author of Flying Cars, Zombie Dogs, & Robot Overlords, and senior writer at Exhibitor Magazine. Charles is like the Indiana Jones – Captain Ahab – Mr. Peabody of the exhibition industry. He dug up lost expo photos in Shanghai and located forgotten fair buildings in Mexico City. He has spent years sleuthing out not just the economic IMPACT but cultural IMPRINT of trade fairs – which is a key point of his book. The impact of trade fairs last long beyond the end of the event. Charles has covered the expo industry for Exhibitor Magazine for many years – and is the industry’s de facto historian.

In part 1 of this interview, Charles explains how he became interested in world’s fairs and exhibitions, and the many shows that he has personally visited and studied. They talk about how governments use their pavilions at world fairs to market and sell themselves to the world, something Charles refers to as culture to consumer (C2C). Through fascinating examples Charles reveals interesting past exhibits which have really changed the world. They also discuss opportunities that companies often miss when exhibiting, and some of the huge mistakes that they make. Charles provides an incredibly insightful and historical perspective on the importance of trade shows, exhibitions, and world’s fairs to the global economy.

This interview was recorded in Las Vegas, Nevada.

Flying Cars, Zombie Dogs, & Robot Overlords Book on Amazon

Charles Pappas on LinkedIn

Exhibitor Magazine

Email: cpappas@exhibitormagazine.com

EuroShop 2017

Steve Tustain – Seeing Germany through British Eyes (Part 2)

Posted on by Jeff Hannah | In Communications, Culture, Design, Europe, Germany, Language, London, Middle East, Non-Verbal Communications, North America, Podcast, Precise Time, Relationships, Time, United Kingdom, United States, Yorkshire

Jeff Hannah Interviews Steve Tustain – a British Man Living in Germany

In this episode, host Jeff Hannah interviews Steve Tustain of MDL Expo International GmbH. They discuss the separation between private and professional life in Germany, and building credibility with German colleagues. They discuss the Bavarian (Bayern) region of Germany and how business and mindsets differ there from some other regions of Germany. Steve talks about the looming issue of Brexit, how it might impact the UK as well Europe in general. Steve gives some fantastic advice to exhibit managers and event planners who are planning shows or events in Germany and throughout Europe.

Jeff also asks Steve about how he got started in this industry with his background in architecture.

Steve Tustain was born in the UK, and studied architecture at The University of Hull in Yorkshire, England. He also studied at the Sheffield Hallam University in the United Kingdom, before moving to Germany.

Jeff and Steve had overlapping tenures at Gielissen Interiors & Exhibitions, based in Eindhoven. Steve was based in Germany, where he has lived for more than 20 years now. He has broad global experience and works across multiple industries for many recognized brands. Steve Tustain is currently the Sales Manager for MDL Expo International GmbH, based near Frankfurt.

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

This interview was recorded in Dayton, Ohio.

MDL Expo International GmbH

Steve Tustain LinkedIn English

Steve Tustain LinkedIn Germany

Email: steve.tustain@mdl-expo.com

EuroShop 2017

Steve Tustain – Seeing Germany through British Eyes (Part 1)

Posted on by Jeff Hannah | In Asia, Best Practices, Culture, Design, Dusseldorf, Europe, Germany, Language, London, Marketing, Munich, North America, Podcast, Precise Time, Relationships, Strategy, Time, United Kingdom, United States

Jeff Hannah Interviews Steve Tustain – a British Man Living in Germany

In this episode, host Jeff Hannah interviews Steve Tustain of MDL Expo International GmbH. They discuss how exhibits should be designed differently for Germany, and how the exhibit may be used different in Europe than in other places such as in the USA. Steve emphasizes the importance of pre-show planning and promotion in order to reach the audience you want to have. They also talk about preparing to meet with – and negotiate with – German business people. And Steve shares his views on how in-booth activities such as engagements, gamification and gimmicks are viewed by Europeans.

Steve delves deeper into the mind of the German with his views on how people desire to be perceived by others, especially in the business world. Competence is important. But, pride and being too “showy” with success can quickly backfire when trying to connect with someone from Germany.

Jeff also asks Steve to share how his life is different in Germany in comparison to his upbringing in Great Britain.

Steve Tustain was born in the UK, and studied architecture at the University of Hull in Yorkshire, England. He also studied at the Sheffield Hallam University in the United Kingdom, before moving to Germany.

Jeff and Steve had overlapping tenures at Gielissen Interiors & Exhibitions, based in Eindhoven. Steve was based in Germany, where he has lived for more than 20 years now. He has broad global experience and works across multiple industries for many recognized brands. Steve Tustain is currently the Sales Manager for MDL Expo International GmbH, based near Frankfurt.

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

This interview was recorded in Dayton, Ohio.

MDL Expo International GmbH

Steve Tustain LinkedIn English

Steve Tustain LinkedIn Germany

Email: steve.tustain@mdl-expo.com

Motorola Exhibit in Bangkok

Larry Kulchawik – Trade Shows from One Country to the Next (Part 2)

Posted on by Jeff Hannah | In Abu Dhabi, Age, Argentina, Asia, Best Practices, Branding, Brazil, Chile, Cuba, Culture, Design, Dubai, Ecuador, Europe, Gender, Germany, Language, Latin America, Leadership, Marketing, Mexico, Middle East, North America, Podcast, Relationships, Saudi Arabia, Strategy, Time, United Arab Emirates, United Kingdom, United States

Jeff Hannah Interviews International Exhibit Industry Legend Larry Kulchawik

In this episode, host Jeff Hannah concludes his interview with exhibition industry legend Larry Kulchawik, author of Trade Shows from One Country to the Next. They discuss some of the biggest mistakes that companies make, how to approach working internationally, some of the most difficult places to work, the most rewarding aspects of the industry, and Larry’s legacy in the global exhibition industry.

Trade Shows from One Country to the Next is tailor-made for exhibit managers and event planners who are working across borders. It outlines the venues, top trade shows, rules, regulations, exhibit and cultural differences. It is designed to help you recalculate your strategies and tactics when exhibiting internationally – covering 45 countries.

While earning a degree in Design at Southern Illinois University, Larry Kulchawik had the privilege to study under world class designer Buckminster Fuller. Starting as an exhibit designer, Kulchawik has spent the last 43 years making his mark on the exhibit industry globally!

Larry has worked for three of the leading exhibit companies in the USA – in design, management and sales – with a focus on international trade show marketing. He served as President of IFES (International Federation of Exposition Services) and as President of EDPA (Experiential Designers and Producers Association). Larry also served on the boards of many industry associations Center for Exhibit Industry Research (CEIR), Octanorm Service Partner International (OSPI), and the World Trade Center. As president of EDPA he assisted to launch the first master’s degree program in exhibit design at Fashion Institute of Technology (FIT) in New York City; during that time he also led a task force to create an Underwriters Laboratory (aka UL) – Standards for Safety for building trade show exhibits.

Larry has been awarded two of the industry’s highest honors – the Hazel Hays Award (given by EDPA), and the Roger Taurant Award (given by IFES) for his contributions to the exhibit industry.

Be sure to listen to Part 1 of this interview with Larry Kulchawik.

This interview was recorded in Naples, Florida.

www.larrykulchawik.com

Larry Kulchawik LinkedIn

Email: larrykulchawik@gmail.com

Twitter: @LarryKulchawik

Larry Kulchawik Consulting on Facebook