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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
Exhibit at EuroShop

Tradeshow Engagement Optimization with Lee Ali (Part 1)

Posted on by Jeff Hannah | In Abu Dhabi, Argentina, Asia, Best Practices, Brazil, China, Communications, Culture, Dubai, Europe, Germany, Graphics, Hong Kong, Language, Latin America, London, Manchester, Marketing, Middle East, Non-Verbal Communications, North America, Podcast, Relationships, Strategy, United Arab Emirates, United Kingdom, United States, Verbal Communications, Yorkshire

Tradeshow Engagement Optimization with Lee Ali (Part 1)

In this episode, host Jeff Hannah interviews Lee Ali of Expo Stars Interactive, based in Manchester, England. In this episode, Jeff asks Lee about several unique aspects of his work and business model. This is part one of a two-part series with Lee.

Lee discusses his Remote Exhibiting Model, which is a new development born in the midst of the COVID-19 Pandemic, when companies were prevented from traveling due to restrictions of one kind or another. This Model allows companies to still participate in trade shows in a very real, legitimate, and effective way, even when their own staff members cannot attend IRL.

Lee also discusses his outlook regarding the attendee experience model in the post-COVID world. How have expectations of engagements and interactions changed during the past couple of years? And how do they continue to change? Due to show attendance still down from the previous era, exhibitors are spending similar (if not more) dollars but getting access to fewer attendees. So, what can and should exhibitors do to address that in the most effective way possible?

Lee shares insights on cultural differences and their relative importance in the exhibition world and on the show floor. And he talks in depth about a new phrase which he recently coined, “Tradeshow Engagement Optimization” – also known as TEO.

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 2 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
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

Chloe Richardson – a Woman of Many Talents! (Part 3)

Posted on by Jeff Hannah | In Asia, Australia, Branding, Communications, Culture, Europe, Gender, Germany, Language, Latin America, Leadership, London, Marketing, Middle East, Non-Verbal Communications, North America, Podcast, Relationships, Saudi Arabia, Strategy, United Arab Emirates, United Kingdom, United States, Verbal Communications, Yorkshire

Jeff Hannah Interviews Chloe Richardson – Linguist & Exhibition Sales Strategist

In this episode, host Jeff Hannah interviews Chloe Richardson, a linguist – and sales strategist within the exhibition and trade show industry globally. She speaks about 5 or 6 languages – and teaches language. She also works in the exhibition and trade show industry, specializing in sales strategy, rebook consultancy, sales team support, business development, client engagement, the customer journey and process management. And she also does translation work on a regular basis.

Chloe’s home base is in London, where she is today. But, Chloe works in a diverse array of industries across the world, including Europe, North America, Russia and Eurasia, China, India, South East Asia and Africa.

Chloe holds a Bachelor of Arts Degree in French and Portuguese from the University of Southampton in the United Kingdom. One little secret about Chloe…is that she has spent a significant part of her life working in the entertainment industry, being a vocalist, pianist and actress. Chloe is just super-talented, extremely articulate and just fun to be around!!

Chloe shares lots of great insights across this 3-part series. She discusses the importance of language in relation to travel – and to the trade show and exhibition world in general; she talks about cultural differences, travel tips, how to engage with strangers, how to create trust & respect, perceptions across borders, and developing a better understanding of the audience you are trying to engage with.

This interview was recorded in London, United Kingdom & Dayton, Ohio, USA.

Part 1 of my interview with Chloe.

Part 2 of my interview with Chloe.

Chloe Richardson on LinkedIn

Website: www.explori.com

Email: c.richardson@explori.com

Chloe Richardson – a Woman of Many Talents! (Part 2)

Posted on by Jeff Hannah | In Abu Dhabi, Argentina, Australia, Best Practices, Branding, Brazil, Chile, Communications, Culture, Dubai, Europe, Gender, Germany, Language, Latin America, Leadership, London, Marketing, Mexico, Middle East, North America, Podcast, Relationships, Saudi Arabia, Strategy, Sydney, United Arab Emirates, United Kingdom, United States, Verbal Communications, Yorkshire

Jeff Hannah Interviews Chloe Richardson – Linguist & Exhibition Sales Strategist

In this episode, host Jeff Hannah interviews Chloe Richardson, a linguist – and sales strategist within the exhibition and trade show industry globally. She speaks about 5 or 6 languages – and teaches language. She also works in the exhibition and trade show industry, specializing in sales strategy, rebook consultancy, sales team support, business development, client engagement, the customer journey and process management. And she also does translation work on a regular basis.

Chloe’s home base is in London, where she is today. But, Chloe works in a diverse array of industries across the world, including Europe, North America, Russia and Eurasia, China, India, South East Asia and Africa.

Chloe holds a Bachelor of Arts Degree in French and Portuguese from the University of Southampton in the United Kingdom. One little secret about Chloe…is that she has spent a significant part of her life working in the entertainment industry, being a vocalist, pianist and actress. Chloe is just super-talented, extremely articulate and just fun to be around!!

Chloe shares lots of great insights across this 3-part series. She discusses the importance of language in relation to travel – and to the trade show and exhibition world in general; she talks about cultural differences, travel tips, how to engage with strangers, how to create trust & respect, perceptions across borders, and developing a better understanding of the audience you are trying to engage with.

This interview was recorded in London, United Kingdom & Dayton, Ohio, USA.

Part 1 of my interview with Chloe.

Part 3 of my interview with Chloe.

Chloe Richardson on LinkedIn

Website: www.explori.com

Email: c.richardson@explori.com

Chloe Richardson – a Woman of Many Talents! (Part 1)

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

Jeff Hannah Interviews Chloe Richardson – Linguist & Exhibition Sales Strategist

In this episode, host Jeff Hannah interviews Chloe Richardson, a linguist – and sales strategist within the exhibition and trade show industry globally. She speaks about 5 or 6 languages – and teaches language. She also works in the exhibition and trade show industry, specializing in sales strategy, rebook consultancy, sales team support, business development, client engagement, the customer journey and process management. And she also does translation work on a regular basis.

Chloe’s home base is in London, where she is today. But, Chloe works in a diverse array of industries across the world, including Europe, North America, Russia and Eurasia, China, India, South East Asia and Africa.

Chloe holds a Bachelor of Arts Degree in French and Portuguese from the University of Southampton in the United Kingdom. One little secret about Chloe…is that she has spent a significant part of her life working in the entertainment industry, being a vocalist, pianist and actress. Chloe is just super-talented, extremely articulate and just fun to be around!!

Chloe shares lots of great insights across this 3-part series. She discusses the importance of language in relation to travel – and to the trade show and exhibition world in general; she talks about cultural differences, travel tips, how to engage with strangers, how to create trust & respect, perceptions across borders, and developing a better understanding of the audience you are trying to engage with.

This interview was recorded in London, United Kingdom & Dayton, Ohio, USA.

Part 2 of my interview with Chloe.

Part 3 of my interview with Chloe.

Chloe Richardson on LinkedIn

Website: www.explori.com

Email: c.richardson@explori.com

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