Trade Shows

Inside Live Events with Carrie Freeman Parsons (Part 2)

Posted on by Jeff Hannah | In Best Practices, Design, Leadership, Marketing, North America, Podcast, Relationships, Storytelling, Strategy, United States, Workforce Development

Inside Freeman’s Transformation: Leadership, Culture, and the Future of Events

In Part 2 of this Global Exhibitor Podcast interview, Jeff Hannah continues the conversation with Carrie Freeman Parsons, Chair of the Board at Freeman. Carrie shares powerful insights about Freeman’s organizational transformation, the lessons learned through crisis, and her deep passion for leadership grounded in human dignity and flourishing.

From reflecting on the post-recession pivot to reimagining the company during COVID, Carrie explains how Freeman has become more consultative, nimble, and mission-driven — without losing sight of its culture-first values. Carrie also discusses her recently co-authored book, Inside Live Events, and why it serves as a vital guide for both newcomers and seasoned professionals navigating the changing landscape of face-to-face marketing.

Reinvention at the Core: Staying Relevant in a Changing Landscape

Freeman’s staying power — 98 years and counting — is no accident. Carrie outlines a three-pronged approach to staying agile:

“First and foremost, we are healthily paranoid… There’s always a healthy paranoia around like, what if we’re disrupted?”

That mindset is paired with a relentless customer focus and a “learning mindset” embedded in Freeman’s culture. From embracing design thinking to proactively studying emerging trends like AI, Freeman is constantly reinventing itself to stay ahead.

Vision 2025 and a Strategic Shift

A key turning point came after the 2008 recession — the first time the trade show industry had taken a real economic hit. Freeman recognized that just delivering logistics wasn’t enough anymore.

“It sort of smacked us in the head… if we don’t help our customers solve these problems, then we’re not going to have work to produce.”

In response, they launched Vision 2025 — a bold initiative to evolve Freeman into a strategic, consultative partner, not just an executional one. That vision included investing in creative and strategic services, enhancing efficiency, and redefining how Freeman delivers value.

How COVID Accelerated Change

While devastating, the pandemic forced Freeman to put transformation into overdrive.

“We had no business to produce… so we used that time to reimagine operations, reduce costs, and help our customers rethink their events.”

The crisis pushed clients to rely more heavily on Freeman’s strategic services — and allowed the company to emerge leaner, smarter, and better positioned for the future.

Culture Is the Engine

At the heart of everything Freeman does is its culture — one Carrie fiercely protects and nurtures.

“There is not a moment that we take our eye off the ball… If you take your eye off that ball, bad things can slip in.”

She reflects on the evolution of Freeman’s explicit values, the importance of appreciation, and how good leadership is ultimately about creating an environment where people thrive.

“What if everybody went home feeling valued — and that made their families stronger? That’s the ripple effect we want.”

Advice to Newcomers: Events as a Human-Centered Industry

To those just entering the events world, Carrie offers encouragement and inspiration:

“This industry is human-centric. It’s about creating meaningful connections — and if you do your work well, you’re part of something that has real impact.”

She emphasizes the diverse opportunities the industry offers — from lighting design to marketing strategy — and the importance of joining a team-oriented, dynamic environment.

Final Takeaway: Events Are a Team Sport

As Carrie says, live events are “a team sport.” The energy, challenge, and impact of the industry are powered by collaboration — and by leaders who care deeply about people.

References & Links:

Part 1 of my interview with Carrie

Inside Live Events (book by Carrie Freeman Parsons & Bob Priest-Heck)

Everybody Matters: The Extraordinary Power of Caring for Your People Like Family (book by Bob Chapman & Raj Sisodia)

The Soul of Money: Transforming Your Relationship with Money and Life (book by Lynne Twist & Jack Canfield)

High Point University – Event Management Program

LinkedIn: Carrie Freeman Parsons

Website: Freeman

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.

The Exhibit Company

Jessica Turnbull on LinkedIn

Email: jess@theexhibitcompany.com.au

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

NCR @ EuroShop

On-Site with Ulrich Kaiser of NCR Germany at EuroShop

Posted on by Jeff Hannah | In Authority, Best Practices, Branding, Communications, Culture, Design, Dubai, Dusseldorf, Europe, Germany, Graphics, Language, London, Marketing, Munich, Non-Verbal Communications, North America, Podcast, Precise Time, Relationships, Strategy, The Netherlands, United Kingdom, United States, Verbal Communications

Host Jeff Hannah had the opportunity to interview Ulrich Kaiser of NCR Germany – on the trade show floor at the most recent EuroShop show in Dusseldorf, Germany. Ulrich is based in Munich, Germany – and has been with NCR for more than 25 years.

Jeff and Ulrich had a great conversation around messaging, cultural differences, architecture, design, the importance of hospitality, how to conduct meetings, and establishing spending priorities in the trade show arena.

Common International Mistakes: Awareness (Part 1 of 4)

Posted on by Jeff Hannah | In Best Practices, Branding, Communications, Culture, Design, Graphics, Language, Marketing, Strategy

You come from a unique background that shapes your view of the world. But what if your approach did more harm than good? What if you really didn’t understand your customers like you thought you did? And, what if your strategy was flawed?

Many companies who exhibit at international trade shows make these AWARENESS MISTAKES every day. The good news: there are ways to avoid these pitfalls! In this four-part series, we will identify these mistakes and help you understand how to avoid them.

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Persian Gulf Marina

Doing Business in Arab Countries – What You Should Know

Posted on by Jeff Hannah | In Abu Dhabi, Age, Argentina, Asia, Australia, Authority, Bahrain, Best Practices, Branding, Brazil, Chile, China, Communications, Culture, Doha, Dubai, Dusseldorf, Ecuador, Europe, Gender, Germany, Graphics, Hong Kong, Japan, Kuwait, Language, Latin America, London, Loose Time, Manama, Marketing, Mexico, Middle East, Munich, Non-Verbal Communications, North America, Precise Time, Qatar, Relationships, Saudi Arabia, Singapore, Strategy, Taiwan, Thailand, The Netherlands, Time, United Arab Emirates, United Kingdom, United States, Verbal Communications
If you want to market, exhibit or host events in other countries, you really DO need to understand their mindset, worldview and culture as much as possible. And this goes much deeper than markers such as demographics. Read More

Mexico Auto Show

Leave Your Cultural Assumptions at the Door

Posted on by Gail Rockburne | In Asia, Best Practices, Culture, Design, Europe, Graphics, Language, Latin America, Mexico, Middle East, North America, Strategy

Picture an auto show in Mexico City. You’ve been to several of these fun shows in the U.S. and know what to expect…or so you think. But as you approach the door, you hear music that makes you think of parties. You enter the building and are immediately surrounded by bright colors, loud music and a throng of very attractive women in short, revealing dresses and spike heels, proffering drinks. It’s not unpleasant by any stretch of the imagination, but were you prepared for this? Probably not!

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Etihad Premium Lounge

Business Meal Basics for the United Arab Emirates (UAE)

Posted on by Jeff Hannah | In Abu Dhabi, Dubai, Loose Time, Middle East, United Arab Emirates

Here are some basics you MUST KNOW for business meals and entertaining in the Emirates.

When you are enjoying a meal in Abu Dhabi or Dubai, you want it to go smoothly and seamlessly – as if it were just another day in the life! So, I suggest you follow these guidelines to avoid an embarrassing or awkward situation for yourself, clients or business partners. Read More

Tabexpo Trade Show

Tips for Working With PRECISE TIME Cultures

Posted on by Jeff Hannah | In Authority, Best Practices, Communications, Culture, Europe, Germany, London, Loose Time, North America, Precise Time, Time, United Kingdom, United States, Verbal Communications

How do you view time? In a loose, casual way, or in a more precise way? And why does it matter?

 

If you are participating in a trade show or event in a PRECISE TIME CULTURE, the concept of TIME will play an important role – and introduces differences which you should recognize. If you are from a more relaxed, or LOOSE TIME CULTURE, you may be surprised when your colleagues in the precise time culture are not as flexible as you would like them to be, if they seem frustrated if you do not arrive on time for a meeting, or fail to meet a deadline…  Read More

How Much Copy is Appropriate for Booth Graphics?

Posted on by Jeff Hannah | In Asia, Best Practices, Branding, Communications, Culture, Design, Graphics, Language, Latin America, Marketing, Middle East, Non-Verbal Communications, North America, United States

Your Graphics Probably Have Too Much Copy!

 

Companies generally use too much copy (verbiage) in their booth graphics – which most people simply DO NOT READ! With so many distractions on the show floor – along with language and cultural barriers – it is challenging to capture attention, and to garner focus. Excessive verbiage does neither of those!

 

There IS a better way!
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