PODCAST · business
Trade Show Insights
by Marlys K. Arnold: Exhibit Marketing Consultant, Trainer & Author
Whether you’re a seasoned exhibitor or headed to your first expo, Trade Show Insights helps you navigate the evolving landscape of exhibit marketing to maximize your impact. Host Marlys Arnold and her expert guests tackle current challenges and offer actionable advice to enhance your trade show success. This long-running series (since 2006) is the go-to resource for both show organizers and exhibitors to create memorable experiences that resonate with attendees. For over two decades, Marlys has advised thousands of exhibitors in consultations and workshops for events ranging from local consumer expos to major U.S. trade shows. She’s even written two books on the subject: Build a Better Trade Show Image and Exhibit Design That Works. She’s also th
Episodes
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The Events Engine: What Really Drives Economic Value? - TSI21.9
It's time for event organizers to shift away from the mindset of sheer attendance numbers. Just because you're measuring something (like foot traffic), doesn't mean it really matters. Warwick Davies isn't afraid to challenge many long-held assumptions in the events industry, and we dive deep into...
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Why Exhibitor Education Matters - TSI21.8
Trade shows aren’t simply events … they’re like final exams where exhibitors are put to the test on what works and what doesn’t. And nobody should be thrown into that situation without being fully prepared. That’s why exhibitor education is critical.
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Understanding What Drives Attendee Behavior - TSI21.7
Ever wonder why some exhibits draw crowds while others get ignored? It’s not luck. It’s science. Specifically, it’s behavioral economics. I invited one of my favorite authors, Melina Palmer, to break down the brainy secrets behind attendee actions and how every element at your show can affect…
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Is Your Booth a Money Pit? - TSI21.6
You're standing in your booth. The show floor is buzzing all around you. And tons of attendees are walking by … but it’s like you’re invisible. You've spent serious cash to be on that show floor, between the booth fee, shipping, hotel, the staff time … and of course all those show services. But...
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Using AI to Amplify (Not Replace) the Human Connection - TSI21.5
Are you intrigued and excited by the rapidly-evolving world of AI? Or does it leave you feeling cautious and overwhelmed? If you're like most event professionals, it's probably a combination of both. So I invited Sam Eitzen, CEO and co-founder of Snapbar, to discuss the latest trends shaping…
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Why the Old Trade Show Playbook No Longer Works - TSI21.4
Back in the “old days” (the early 2000s), trade shows were typically seen as a necessary line item in the marketing budget. Decisions were based on things like: “We always go to this show … all of our competitors will be there.” Success was measured in booth traffic and the number of business…
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Advocacy in Action: Championing Exhibitions on Capitol Hill - TSI21.3
Even though the trade show and events industry supports millions of American jobs and generates billions in economic impact, many lawmakers still have no idea what a significant role we play in the economy. Until now. The Exhibitions & Conferences Alliance serves as the unified advocacy voice for...
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Backstage Wisdom: Exhibit Marketing Lessons from Reality TV - TSI21.2
Ever thought about what trade show marketers could learn from reality TV? How is pitching abstract concepts to studio execs like promoting intangible services on the show floor? I invited an Emmy-Award winning media advisor and visibility strategist to answer those questions and more. Drawing…
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Trade Show Insights 20th Anniversary - TSI21.1
Trade Show Insights is turning 20 and you're invited to join the celebration! Our live event featured: 00:00 - Intro & History of Trade Show Insights 04:35 - 1st Episode & Mission of TSI 07:55 - Getting in a Groove & 1st Guest 10:01 - Life Has Changed … but Topics Haven’t 11:55 - Questions from…
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Stop Dazzling. Start Connecting. - TSI20.12
“Create an immersive experience.” You’ve heard that a lot when it comes to trade shows and events. It’s something I talk about in my exhibitor workshops, books, and podcast. But here’s the thing: Creating an immersive experience is not about LED screens, VR headsets, or other assorted flashy tech...
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Master the Art of In-Booth Conversation - TSI20.11
Ever had a conversation in the booth that feels more like a monologue than a dialogue? Have you ever been “that person”? There’s an art to creating a balanced, brief conversation in the booth. And ... spoiler alert! ... it doesn’t happen by “winging it.” Communication strategist Rebecca Pierce...
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From Cranberry Fields to Trade Show Floors: Lessons from a Road Trip - TSI20.10
My husband and I just took our first vacation in 15 years! We covered a bit shy of 2000 miles in 8 days, checking off a bunch items on our wish list. We got to experience cranberry harvest in Wisconsin and spent time exploring the North Shore of Lake Superior. And of course as a trade show &…
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Partnerships Over Placements: Sponsorships That Drive Results - TSI20.9
It’s time to say goodbye to “gold, silver, bronze” and hello to smarter, more impactful sponsorships! In this episode, Wendy Porter joined me for a dive deep into the broken state of sponsorships – and how you can be part of the reinvention. What’s Inside This Episode? Why Traditional…
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Success Strategies for Organizers + Exhibitors: A Shared Playbook - TSI20.8
This episode is for two kinds of people: those who run trade shows, and the marketers who exhibit at them. No matter which one you are, we've got a shared playbook you can implement at your upcoming shows. There are three paradigm shifts that can help both exhibitors and show organizers achieve...
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Trade Show Website Fixes: What Exhibitors & Attendees Really Want - TSI20.7
If you’ve ever tried to find key information on a trade show or event website, you know how frustrating it can be. Recently, I posed the question on LinkedIn: “What can trade show organizers do to make the event website more helpful & user-friendly?” That sparked a lively discussion of common...
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The Challenge of Using Salespeople as Booth Staff - TSI20.6
Exhibit managers often come to me with a similar story: their sales team comes to the show, hangs out in the booth, and becomes more of a handicap than an asset. They want to know how they can turn that situation around. Unfortunately, this is a common problem because the very things that make a...
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Fresh Perspectives on Trade Show ROI & Impact - TSI20.5
Everybody says trade shows are all about the ROI … Yet most exhibit marketers aren’t doing enough to measure or prove it to their accounting department. So I invited my friend Rich Vallaster to join me for a candid conversation that puts ROI in context for both exhibitors and show organizers....
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Beyond the Bar: Rethinking After-Hours Events - TSI20.4
Chances are you’ve been overlooking a key demographic in the audience at your events – people who choose not to drink alcohol for a variety of reasons, including those in recovery. Did you realize that could be a quarter of your audience or more? So in the same way gluten-free or vegan are now...
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Ways to Cut Exhibit Costs ... Without Sacrificing Results - TSI20.3
These days, it seems everyone's talking about budgets and the rising cost of exhibiting. And yes ... I realize that some elements are out of your control. But there are areas where you might be able to save money and still make a great impact on the show floor. Recently I posed this question to…
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From Paper Trails to Pixels: Reimagining Lead Capture - TSI20.2
Why is lead capture an afterthought for so many exhibitors? Instead it's the whole point of exhibiting in the first place – or at least should be! There's both an art and a science to effectively gathering and managing leads. But the good news is that today's technology can make the entire…
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The State of Event Marketing: Facing Exhibitor Challenges - TSI20.1
It's tough out there. Exhibitors are expected to do even more with less. They recognize the value of face-to-face events, although may struggle to prove that value within their organization. Recently, non-profit trade association The Exhibitor Advocate partnered with EVOLIO Marketing to conduct a...
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Experience Matters: How to Create Memorable Moments - TSI19.12
As attendees navigate a trade show floor they're bombarded with sights, sounds, and activities vying for their attention. So in this whirlwind of stimuli, how can your exhibit rise above the chaos and leave a lasting impression? Experience design expert Mat Duerden teaches both college students…
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Winning Strategies for Booth Staff Success - TSI19.11
Lately I've been having a lot of conversations around booth staffing. Exhibit managers tell me they're frustrated about how their team behaves in the booth – or whether they even show up at the appropriate time. Attendees are annoyed that staffers pounce on them or shove materials at them as they...
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Ah-ha Moments from My First IMEX Experience - TSI19.10
For years I’ve been hearing all the buzz about IMEX, but never had the opportunity to experience it first-hand until this year. IMEX is often referred to as the mega-conference & trade show for the events & incentives industries. And it definitely can be overwhelming for a newcomer. I spent the...
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Bridging the Gap: Aligning Sales & Marketing Objectives - TSI19.9
Many exhibitors face a disconnect – the marketing team works hard to design an engaging and interactive exhibit that attracts crowds, but the sales team feels it’s not delivering the right type of leads. How can you bridge that divide? Teresa Lopez has a lot of experience getting both of these...
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Beyond Transactions: Building Strong Vendor Relationships - TSI19.8
You may not spend a lot of time thinking about vendor selection when it comes to your exhibit or event, but that could cost you. Having vendor partners you can trust will make your job so much easier. But on the flip side … working with a bad one could spell complete disaster! Evan Babins knows…
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Reframe Your Trade Show Sales Conversations - TSI19.7
Ever been the unhappy victim of a slimy sales pitch? (Haven’t we all!) Want to make sure you never come across that way? Then you’ll want to take careful notes as you listen to my conversation with sales expert Aleasha Bahr, who believes there’s a much better strategy for those in-booth sales...
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5 Ways to Make Meaningful Connections - TSI19.6
When you’re at a trade show, it’s easy to get focused on simply gathering leads or generating sales – short-term results. But beyond that, are you building meaningful connections that can lead to future business or open doors to other exciting opportunities? I know I’ve made some of my best…
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Market Like a Rock Star: What Exhibitors Can Learn from Taylor Swift - TSI19.5
Earlier this year, I attended a workshop on how to market like Taylor Swift, and let me tell you … there are a wealth of insights you can learn by studying this multi-award-winning, stadium-packing music legend. And it really doesn’t matter whether you know a single one of her songs (I’m only...
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Crafting Experiences That Captivate - TSI19.4
Designing an impressive exhibit display just isn’t enough anymore. Attention spans are shorter, and attendees want experiences that not only educate about your products, but also involve and entertain them. At the same time, sponsoring the opening reception or other official event at the show is...
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Creating Events That Care for People & Planet - TSI19.3
Lifestyles have changed since the "Great Pause," and stamina is a big part of that. While event attendees used to be willing to be booked solid from sunup to sundown (and far beyond), that just doesn't fly anymore. Savvy trade show organizers and exhibitors are learning to integrate wellness into...
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Trade Show Blind Spots: What Are You Overlooking? - TSI19.2
Certain topics are getting lots of buzz these days: staffing challenges, budgets, sustainability, AI. But too often that’s all they are – buzzwords. So for this episode of Trade Show Insights, I invited one of my trade show BFFs to join me for a conversation that goes beyond the surface of these...
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Reimagining Trade Show Sponsorships - TSI19.1
When you hear the word "sponsorship," what do you think of first? The welcome reception ... or tote bags ... or a gazillion banners hanging all around the convention center? Sure, that's what most shows do. But you don't want to be like most shows, right? Time to makeover the sponsorship menu…
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Let Your Goals Be Your Guide - TSI18.11
What's your goal for your next trade show? No matter how you answer that ... learn how to use your goal as a North Star to guide all your trade show decisions: what your exhibit should look like (what it should or shouldn’t include), how to promote it, what to give away, and even how to craft…
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Discover Tools to Navigate Exhibiting Challenges - TSI18.10
Ever faced an exhibiting challenge – like unreasonable costs – and didn’t know where to turn? That’s where The Exhibitor Advocate comes in! In this episode, Jessica Sibila shares what The Exhibitor Advocate is and how to access the resources provided to help exhibitors: Address rising costs and...
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Creating Intentional Transitions in Exhibit Marketing - TSI18.9
Several years ago I discovered (and now follow) one of the most forward-thinking, award-winning architects focused on using smart building design to create experiential environments that inspire and delight. Her name is Maria Lorena Lehman, founder of Sensing Architecture, and while I don’t have...
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Trade Show Shipping Demystified: Expert Advice - TSI18.8
Shipping – it’s often just one more item on the trade show to-do list, and not the focus of attention … until something goes sideways. But lately with all the talk about a potential strike at UPS and then the meltdown of Yellow Freight, the topic of shipping has become top-of-mind for a lot of...
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Real-World Crisis Management Lessons from RISKWORLD 2023 - TSI18.7
It's a situation no event organizer wants to face. But the team at RISKWORLD 2023 was forced to deal with the reality of an active shooter in the city, which put their crisis management plans to the test. In this episode, Gary LaBranche, CEO of RIMS, the risk management society®, shares the story...
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Effective Lead Management from Gathering to Onboarding - TSI18.6
Too many exhibitors think of lead gathering as simply a race to scan the most badges. Instead it should be the beginning of a system that guides a visitor in your booth along the path to becoming a valued client. In this episode, Janae Peel from Captello shares tips and best practices for…
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The Power of Community: Extend the Value of Your Show - TSI18.5
Why stop with a one-week experience? (Too many trade shows do.) Instead, think of your trade show as the centerpiece of an ongoing community for exhibitors, sponsors and attendees. Membership development consultant Joy Duling shares strategies, tips and tools to: Create Discovery Magnets for your...
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5 Ways Exhibitors Sabotage Their Success - TSI18.4
Recently, I was invited to be one of the first contributors to the new Exhibitor News Network. This podcast episode is the audio version of that article. Here’s where you can read that blog post. (Thanks to the team at TSNN/ENN for permission to repurpose as an audio version.)
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Creating Sensory-Friendly Events - TSI18.3
Anyone who’s ever walked a trade show knows how easy it is to hit stimulus overload. And that becomes even more of a challenge for neurodiverse or introverted attendees. So how can we make our conferences and trade shows more sensory-friendly? Professional Event Host and former BBC broadcaster...
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AI Pros & Cons: What It Means for Events - TSI18.2
Everybody’s talking about ChatGPT and other hot AI tools these days. But how do you sort through the hype and learn how to incorporate them into your event planning tool kit? Tech expert Michelle Bruno provides insights on: What options are currently trending Ways to use them for trade shows and...
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Trade Show Strategy in Action: Canon Medical - TSI18.1
Trade shows are not a stand-alone marketing tool. Instead they should be integrated into all your other marketing efforts as part of a comprehensive strategy. The team at Canon Medical Systems is a great example of that, so I featured their story in the updated edition of Build a Better Trade…
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Reflections & Intentions - TSI17.12
It’s that time when everyone begins to reflect back on the year winding down, while also eagerly awaiting the new one that’s just ahead. So in that vein, I wanted to share some perspective on what you can expect from me in 2023.
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Crafting Memorable Moments at Expos & Events - TSI17.11
We all want our trade shows and events to be memorable. Instead they often wind up mostly forgotten by the audience. But Phil Mershon doesn't believe it has to be that way. Listen in as he shares strategies for how to: Lean into your audience's interests to create "magical moments" Pay attention…
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Exhibit Strategies for the Sharing Economy - TSI17.10
Our economy – and climate – is changing and trade shows need to adapt along with it. In this rebroadcast of Virtual Lunch, Rhiannon Andersen joins us to discuss the Sharing Economy: What is it and how does it fit in with exhibit marketing? What are the benefits for exhibitors and the environment?...
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Improv Skills for Booth Staff - TSI17.9
Working a trade show booth requires you to think on your feet and adapt with each visitor who enters your booth. You’ve got to be prepared for almost anything – kind of like taking a turn on an improv stage. So in this rebroadcast of Virtual Lunch, edutainer Rebecca P. Murray provides expert tips...
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Discover a New Exhibitor Advocacy Resource - TSI17.8
There has never been a more important time for exhibitors to have a voice in the trade show industry. In this rebroadcast of Virtual Lunch, Jessica Sibila introduces us to a brand new group that's been formed to help address exhibitor challenges and ensure the success of our industry. You'll...
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Putting Event Tech Trends in Perspective - TSI17.7
These days, it’s a full-time job to keep up with what’s happening in event tech. Ideas and tools are changing fast and it’s hard to know which ones you should be incorporating into your trade shows and events. So in this episode, we’re getting some straight-up perspective from Josh Hotsenpiller…
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ABOUT THIS SHOW
Whether you’re a seasoned exhibitor or headed to your first expo, Trade Show Insights helps you navigate the evolving landscape of exhibit marketing to maximize your impact. Host Marlys Arnold and her expert guests tackle current challenges and offer actionable advice to enhance your trade show success. This long-running series (since 2006) is the go-to resource for both show organizers and exhibitors to create memorable experiences that resonate with attendees.
For over two decades, Marlys has advised thousands of exhibitors in consultations and workshops for events ranging from local consumer expos to major U.S. trade shows. She’s even written two books on the subject: Build a Better Trade Show Image and Exhibit Design That Works. She’s also th
HOSTED BY
Marlys K. Arnold: Exhibit Marketing Consultant, Trainer & Author
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Frequently Asked Questions
How many episodes does Trade Show Insights have?
Trade Show Insights currently has 230 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is Trade Show Insights about?
Whether you’re a seasoned exhibitor or headed to your first expo, Trade Show Insights helps you navigate the evolving landscape of exhibit marketing to maximize your impact. Host Marlys Arnold and her expert guests tackle current challenges and offer actionable advice to enhance your trade show...
How often does Trade Show Insights release new episodes?
Trade Show Insights publishes regularly with 230 episodes available. Check the episode list for the typical release schedule.
Where can I listen to Trade Show Insights?
You can listen to Trade Show Insights on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts Trade Show Insights?
Trade Show Insights is created and hosted by Marlys K. Arnold: Exhibit Marketing Consultant, Trainer & Author.
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