Trade Show University for Virtual & Live Events

What happens when everything goes wrong—and you're the one everyone is counting on?

Whether you're managing a trade show, leading a business, or facing unexpected challenges in life, your ability to stay calm, adapt, and make smart decisions can make all the difference.

In this episode of Trade Show University, host Jim Cermak interviews Joey Case, former U.S. Navy flight officer and author of Facing the Fire: A Dragon Slayer's Guide to Life's Challenges. Joey shares powerful lessons from his military experience, including a harrowing flight when his crew faced multiple emergencies at once. His experiences offer practical insights into leadership, resilience, problem-solving, teamwork, and overcoming adversity—skills every business leader and trade show professional needs. In this episode, you'll discover:

🔥 Semper Gumby – Always Flexible: Why adaptability is essential when your plans suddenly fall apart.

🔥 Leading Through Chaos: How to remain calm, focused, and effective when everything seems to be going wrong.

🔥 Closed-Loop Communication: A simple military communication technique that helps eliminate misunderstandings and improve team performance.

🔥 Slaying Your Dragons: How to recognize and overcome the challenges of ego, chaos, comparison, bitterness, and other obstacles holding you back.

🔥 Building Resilient Teams: Why great leaders don't simply protect their people from failure—they prepare them to handle challenges successfully.

🔥 You're Stronger Than You Think: How changing your mindset can help you overcome adversity and become a more confident leader.

For trade show exhibitors, these lessons are especially valuable. Missing booth materials, last-minute changes, staffing problems, and unexpected situations can derail even the best trade show plans. The key isn't preventing every problem—it's knowing how to respond when challenges arise. Whether you're preparing for your next trade show, training your booth staff, or working to become a better leader, this conversation will give you practical strategies you can use immediately.

📘 GET JOEY'S BOOK – FACING THE FIRE Facing the Fire: A Dragon Slayer's Guide to Life's Challenges

Get your copy on Amazon through Joey's website: https://joeycasebook.com

Connect with Joey on Instagram: @joeycasebook

🎯 GET TRADE SHOW READY! Trade Show University helps businesses develop the strategies, skills, and systems needed to Turn Booth Traffic Into Revenue! Learn more about how to improve your trade show results:

• 🌐 https://tradeshow-ready.com
• 🎙️ Subscribe to Trade Show University for expert interviews, trade show strategies, leadership insights, and actionable advice to help your business grow.

QUESTION FOR YOU: What's the biggest unexpected challenge you've faced at a trade show or in your business? Share your story in the comments!

How do you set better trade show goals, improve trade show ROI, and generate more qualified trade show leads?

In this episode of Trade Show University, Jim Cermak talks with entrepreneur, author, and goals expert Julie Ellis, co-founder of Mabel’s Labels and author of Big Gorgeous Goals.

Julie shares lessons from using trade shows to grow Mabel’s Labels—which she sold for 8-figures -- from small local events to major consumer shows and international B2B trade fairs.

You’ll learn:

• How to set trade show goals beyond simply collecting badge scans

• Why exhibitors should have multiple goals for every trade show

• How to improve trade show ROI by looking for opportunities outside your booth

• Ways to use trade shows for lead generation, partnerships, distributors, and brand awareness

• Why your booth team and staffing strategy matter

• How to create a better attendee experience that makes your company memorable

• Why a post-show recap is essential for improving your next trade show

• How bigger, more meaningful business goals can lead to better trade show results

If you want to generate better trade show leads, increase trade show ROI, and turn your next trade show into a stronger business growth opportunity, this episode is for you.

CONNECT with Julie Ellis:

• 🌐 Julie Ellis: https://julieellis.ca
• 📖 Author of Big Gorgeous Goals
• 🎙️ Host of the Big Gorgeous Goals podcast

CONNECT with Jim Cermak:

• 🌐 Trade Show University: https://tradeshowu.biz
• 📖 Email: jim@tradeshowu.biz
• 🎙️ Host of the Trade Show University podcast
• 🎯 Want help setting goals for your next trade show? Comment GOALS below and Jim will send you a $100 coupon for the Trade Show University goal-setting course.
• Find out more about the Goal Setting for Trade Shows course: https://trade-show-university.trainercentralsite.com/

Subscribe to Trade Show University for practical strategies to help your company get Trade Show Ready and turn booth traffic into revenue.

What happens after the trade show?

You collect hundreds of badge scans, business cards, and contacts… take them back to the office… dump them into your CRM… and then start following up a week or two later?

If so, you may be losing some of your best opportunities before the follow-up even begins.

In this episode of Trade Show University, Jim Cermak talks with Horacio Rilo, founder of BOOP, about one of the most overlooked—and most important—parts of trade show success: fast, effective follow-up.

Horacio has talked with hundreds of trade show exhibitors and has seen firsthand how often companies wait weeks to follow up—even after investing hundreds of thousands or millions of dollars in their trade show programs.

In this episode, you'll learn:

• Why the best time to schedule a follow-up meeting may be right at the trade show

• Why Horacio believes the decay of buyer intent can happen almost immediately

• Why waiting until you get back to the office may already be too late

• Why simply scanning badges and dumping contacts into an automated email sequence isn't enough anymore

• How your trade show follow-up actually starts BEFORE the show

• How pre-show outreach can make your booth conversations warmer and make follow-up easier

• Why exhibitors should focus less on selling and more on identifying genuine interest

• How to "maintain control" of the follow-up process instead of leaving it up to the attendee

• Why qualified meetings and pipeline are better measures of trade show ROI than simply counting leads

• How being a better listener can make you more effective on the trade show floor

Plus: Horacio explains BOOP

BOOP is designed to make booking post-show meetings incredibly simple. An attendee can scan a QR code, send a text, and receive available meeting times—without downloading an app or relying on a complicated process.

The system integrates with calendars and meeting platforms including Google Calendar, Outlook, Zoom, and Google Meet.

Horacio also shares BOOP's current offer of $500 per event with unlimited scans and meetings, including setup.

The Big Takeaway

Don't make the attendee responsible for remembering you.

You've invested heavily to get them to your booth. When someone shows genuine interest, don't simply hand them a business card and hope they'll follow up.

Book the next step while the conversation—and the interest—is still fresh.

And remember: your follow-up doesn't start after the show. It starts before the show.

Connect With Horacio

Learn more about BOOP and see the product in action at boop.me.

You can also connect with Horacio Rilo on LinkedIn.

Connect With Jim Cermak

Jim Cermak is the host of Trade Show University, helping exhibitors turn trade show investment into better results.

Visit tradeshowu.biz for more trade show tips, resources, and strategies.

** Want More LEADS, More SALES and More PROFITS at your next Trade Show?

Book a free 15-minute strategy call here: https://scheduler.zoom.us/jim-cermak

What separates an average presentation from one that leaves audiences inspired—and lining up to talk with you afterward?

In this episode of Trade Show University, host Jim Cermak sits down with presentation expert Bridgett McGowen, known as The Presentation Fixer, to share practical strategies for becoming a more engaging, confident, and memorable speaker.

Whether you're presenting at a conference, leading a breakout session, delivering a keynote, or speaking with prospects at your trade show booth, your ability to communicate clearly and connect with your audience can make all the difference.

In this episode you'll discover:

• Why speaking at trade shows is one of the most underused marketing opportunities
• The biggest mistakes speakers make—and how to avoid them
• How to start your presentation so audiences immediately lean in
• Why audience-focused presentations outperform speaker-focused presentations
• Practical techniques for overcoming nervousness and building confidence
• How storytelling creates stronger audience engagement and lasting impact
• Tips for eliminating distracting speaking habits
• Why people remember experiences—not presentations

Bridgett also shares her powerful 15/5 Take & Give Model, practical preparation techniques, and simple ways to create presentations that educate, engage, and inspire action.

If you want to become a more confident speaker, generate more opportunities from the stage, and make a bigger impact at your next trade show or conference, this episode is packed with actionable advice you can use immediately.

🎁 Bonus: Bridgett is offering a FREE download: "10 Ways to Captivate Any Audience in 10 Minutes or Less."

📚 Jim is also giving away three copies of Bridgett's book, Real Talk: What Other Experts Won't Tell You About How to Deliver Presentations That Sizzle. Listen to the episode to learn how to enter.

Connect with Bridgett McGowen

🌐 https://connectwithb.com

Connect with Jim Cermak

• jim@tradeshowu.biz
• Book a Call: https://scheduler.zoom.us/jim-cermak
• LinkedIn - https://www.linkedin.com/in/jimcermak/

Get Your company Trade Show Ready!! https://tradeshow-ready.com

Why do so many trade show booths get ignored?

Because most exhibitors try to say too much.

In this episode of Trade Show University, host Jim Cermak sits down with Steve Woodruff, the King of Clarity, to discuss why clear, simple messaging is the secret to capturing attention, starting meaningful conversations, and generating more leads at trade shows.

With more than 40 years of experience in business, sales, marketing, branding, and psychology, Steve shares why attendees make decisions in seconds and how exhibitors can use "Memory Darts"—short, vivid, memorable messages—to stand out in a noisy exhibit hall.

In this episode, you'll learn:

✔️ The 3 biggest communication mistakes trade show exhibitors make

✔️ Why most booths blend into the background

✔️ How to replace your elevator pitch with a memorable message

✔️ The power of "Memory Darts" and how to create your own

✔️ How to overcome the Curse of Knowledge and communicate clearly

✔️ Why simplicity beats complexity in booth messaging and presentations

✔️ How to create introductions that spark conversations and build connections

✔️ Strategies for standing out from competitors and avoiding "Just Another Syndrome"

Whether you're exhibiting at your first trade show or are a seasoned event marketer, this conversation will help you improve your booth messaging, attract more qualified prospects, and make your brand unforgettable.

Connect with Steve Woodruff:

🌐 ClarityFuel.com

💼 LinkedIn: Steve Woodruff – The King of Clarity

Connect with Jim Cermak and Trade Show University:

💼 LinkedIn: Jim Cermak

💼 LinkedIn: Trade Show University

🌐 TradeShow-Ready.com

If you're ready to stop blending in and start turning booth traffic into real conversations and revenue, hit LIKE, SUBSCRIBE, and SHARE this episode with your team.

Want to generate real revenue—not just badge scans—at your next trade show?

In this episode of Trade Show University, we sit down with Allison French (founder of ShowScout & LTO) to break down how strategic demand generation transforms trade show performance.

If you're tired of:

• Low-quality leads
• Random booth traffic
• Weak ROI from expensive events

…this conversation will show you how to target the right buyers, align sales and marketing, and turn trade shows into a predictable revenue channel.

You’ll learn how to:

• Identify and connect with your ideal attendees BEFORE the show
• Use data and intent signals to prioritize high-value prospects
• Align your sales and marketing teams for better results
• Turn booth conversations into real pipeline opportunities
• Use strategic incentives (the right way) to drive qualified engagement

👉 If you want more meetings, better leads, and measurable ROI from events, this is a must-watch.

Connect with Alison French:

• LinkedIn: https://www.linkedin.com/in/frenchalison/
• Web: joinlto.com

Connect with Jim Cermak:

• LinkedIn: https://www.linkedin.com/in/jimcermak/
• Web: tradeshow-ready.com
• Book a Discovery call with Jim: https://scheduler.zoom.us/jim-cermak

Have a BIG Show coming up in the next 30-60 days? Get your company Tradeshow Ready!! Visit https://tradeshow-ready.com

Are all trade shows created equal? Absolutely not — especially when crossing the Atlantic! In this episode, host Jim Cermak welcomes Andy Hickinbotham from Tecna UK to dive deep into the key differences between trade shows in the UK and the US. From logistics and booth design to attendee engagement and lead generation, Andy provides a masterclass for first-time international exhibitors looking to maximize ROI — and have fun doing it!

Whether you're planning your first UK event or looking to fine-tune your global strategy, this conversation will give you valuable tools, tips, and tactics to succeed.

💡 What You’ll Learn:

✅ The biggest misconceptions US exhibitors have about UK trade shows

✅ How exhibiting in the UK can be simpler and more efficient

✅ Design and psychology: why UK stands often focus on experience, not just spectacle

✅ Lead capture & engagement tools that are common (and effective!) in the UK

✅ Key differences in drayage, shipping, and setup

✅ Why hospitality, touchpoints, and gamification matter more than ever

✅ How to prepare your team: training, strategy, and pre-show alignment

✅ Using heat mapping and analytics to improve booth performance

✅ The rising importance of sustainability and carbon tracking in UK events

✅ Tips for working with local brand ambassadors to connect with UK audiences

Contact Andy Hickinbotham:

📧 Email: andy@teamtecna.com

🔗 Connect with Andy on LinkedIn: https://www.linkedin.com/in/andrew-hickinbotham-07893744/

🌐 Visit Tecna’s Website: www.teamtecna.com

Connect with Jim Cermak:

📧 Email: jim@tradeshowu.biz

🔗 Connect with Jim on LinkedIn: https://www.linkedin.com/in/jimcermak/

🌐 Visit Trade Show University's Website: www.tradeshowu.biz

🌐 Grab our exclusive GOAL SETTING for Trade Shows Course - Small Businesses just $59! https://trade-show-university.trainercentralsite.com/Courses

🔗 Schedule a Free Brainstorming Discovery Call: www.calendly.com/tradeshowu

Are all trade shows created equal? Absolutely not — especially when crossing the Atlantic! In this episode, host Jim Cermak welcomes Andy Hickinbotham from Tecna UK to dive deep into the key differences between trade shows in the UK and the US. From logistics and booth design to attendee engagement and lead generation, Andy provides a masterclass for first-time international exhibitors looking to maximize ROI — and have fun doing it!

Whether you're planning your first UK event or looking to fine-tune your global strategy, this conversation will give you valuable tools, tips, and tactics to succeed.

💡 What You’ll Learn:

✅ The biggest misconceptions US exhibitors have about UK trade shows

✅ How exhibiting in the UK can be simpler and more efficient

✅ Design and psychology: why UK stands often focus on experience, not just spectacle

✅ Lead capture & engagement tools that are common (and effective!) in the UK

✅ Key differences in drayage, shipping, and setup

✅ Why hospitality, touchpoints, and gamification matter more than ever

✅ How to prepare your team: training, strategy, and pre-show alignment

✅ Using heat mapping and analytics to improve booth performance

✅ The rising importance of sustainability and carbon tracking in UK events

✅ Tips for working with local brand ambassadors to connect with UK audiences

Contact Andy Hickinbotham:

📧 Email: andy@teamtecna.com

🔗 Connect with Andy on LinkedIn: https://www.linkedin.com/in/andrew-hickinbotham-07893744/

🌐 Visit Tecna’s Website: www.teamtecna.com

Connect with Jim Cermak:

📧 Email: jim@tradeshowu.biz

🔗 Connect with Jim on LinkedIn: https://www.linkedin.com/in/jimcermak/

🌐 Visit Trade Show University's Website: www.tradeshowu.biz

🌐 Grab our exclusive GOAL SETTING for Trade Shows Course - Small Businesses just $59! https://trade-show-university.trainercentralsite.com/Courses

🔗 Schedule a Free Brainstorming Discovery Call: www.calendly.com/tradeshowu

Are all trade shows created equal? Absolutely not — especially when crossing the Atlantic! In this episode, host Jim Cermak welcomes Andy Hickinbotham from Tecna UK to dive deep into the key differences between trade shows in the UK and the US. From logistics and booth design to attendee engagement and lead generation, Andy provides a masterclass for first-time international exhibitors looking to maximize ROI — and have fun doing it!

Whether you're planning your first UK event or looking to fine-tune your global strategy, this conversation will give you valuable tools, tips, and tactics to succeed.

💡 What You’ll Learn:

✅ The biggest misconceptions US exhibitors have about UK trade shows

✅ How exhibiting in the UK can be simpler and more efficient

✅ Design and psychology: why UK stands often focus on experience, not just spectacle

✅ Lead capture & engagement tools that are common (and effective!) in the UK

✅ Key differences in drayage, shipping, and setup

✅ Why hospitality, touchpoints, and gamification matter more than ever

✅ How to prepare your team: training, strategy, and pre-show alignment

✅ Using heat mapping and analytics to improve booth performance

✅ The rising importance of sustainability and carbon tracking in UK events

✅ Tips for working with local brand ambassadors to connect with UK audiences

Contact Andy Hickinbotham:

📧 Email: andy@teamtecna.com

🔗 Connect with Andy on LinkedIn: https://www.linkedin.com/in/andrew-hickinbotham-07893744/

🌐 Visit Tecna’s Website: www.teamtecna.com

Connect with Jim Cermak:

📧 Email: jim@tradeshowu.biz

🔗 Connect with Jim on LinkedIn: https://www.linkedin.com/in/jimcermak/

🌐 Visit Trade Show University's Website: www.tradeshowu.biz

🌐 Grab our exclusive GOAL SETTING for Trade Shows Course - Small Businesses just $59! https://trade-show-university.trainercentralsite.com/Courses

🔗 Schedule a Free Brainstorming Discovery Call: www.calendly.com/tradeshowu

We've all attended offsite events that fell flat — low turnout, awkward vibes, and missed opportunities. So how do you make sure your offsite event actually works?

In this episode of Trade University, Jim welcomes food and wine expert Michael Green to break down how to create unforgettable offsite experiences that drive real connections and reinforce your brand. From crafting immersive experiences like Italy in a Glass to simple yet impactful tips like offering Uber vouchers and themed follow-up emails, this conversation is packed with practical advice.

🧠 What You’ll Learn:

• How to boost attendance at offsite events
• Why food and drink are powerful tools for connection
• How to align your event theme with your brand message
• Tips for choosing the right venue and event flow
• How to use follow-up communication to convert connections into business

🍷 Whether you're planning your first offsite or looking to level up your next event, this episode is a must-listen.

🔗 Connect with Michael Green:

Website: https://michaelgreen.com

Email: michael@michaelgreen.com

🔗 Connect with Jim Cermak & Trade Show University:

Website: https://tradeshowu.biz

Email: jim@tradeshowu.biz

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

Mentioned in this episode:

Exhibitor Expert Review - exclusively from Trade Show University

Ready to exhibit at your next Show? Don’t make the mistake of waiting until you get to the show to learn lessons on what you can do better and tweaks you can make for next time. You can do that BEFORE this next show and accelerate your results! I can help you get locked in for Success with an Expert Review! • Having a professional set of outside "eyes" is important because You Don't Know what You Don't Know! • 30+ year Trade Show expert will review: o Design o Messaging o Goals & Metrics o Engagement Questions o Attendee journey • Identify the Gaps and Opportunities you don’t even know exist! • And get you capturing more Qualified Leads than ever before • Visit Tradeshowu.biz/services

Are you unknowingly sabotaging the results from your trade shows? If you're doing one of these four killer mistakes, you are ruining your shows, and nobody may ever know you're doing anything wrong. That's why you've got to hear this.

*** Type DISCOUNT in the comments for a Coupon Code for our exclusive Goal Setting for Trade Shows Course! https://trade-show-university.trainercentralsite.com/Courses

*** Schedule a FREE 15-minute Discovery Call here: https://calendly.com/tradeshowu

These are four huge mistakes. These are killers. Here's the thing, you can have the best show ever. And you could still tank your results. Why? Because these four mistakes happen before the show and after the show.

(1) The first mistake is not spending enough time to set the right goals.

(2) Mistake number two is not qualifying leads. That's doing a giveaway or scanning badges, and that's all you're doing.

(3) The third killer mistake is not having a solid follow up process put in place Before the show starts.

(4) The fourth mistake is to judge the trade show By the end results, by what happens after the show, after all the follow-up.

Here's 5 super effective Trade Show Tips that NOBODY is talking about! Some may even ruffle some feathers! Why isn't anyone telling you these tips? Because they make you get Uncomfortable!!

Let's get to the tips, but first...

** Be sure to register for the weekly Trade Show University newsletter and get a FREE GIFT - go to https://tradeshowu.biz to sign up!

** DOUBLE your results! Get our Goal Setting for Trade Shows course! https://trade-show-university.trainercentralsite.com/Courses

#1 -- Get the attention of people who are not looking at you

• We don’t want to bug people, especially if they’re looking away right?
• You need to change that mindset!
• Why are you as an exhibitor at the show? To get business!
• Why do you think the attendees are at the show? They are there to do business or find products and services!
• How many times do you think people will walk past your booth? Assume one time only.
• What if I told you at this show, your biggest customer ever will be there – you just haven’t met them yet. But it’s up to you to find them.
• Just say “Excuse me” to get their attention, and then ask them a quick qualifying question. That could be your next client or even your biggest client ever! And if you let them walk by, you may miss them – or even worse, your competitor may get them!

#2 -- Don’t bring ALL your stuff or literature

• Keep your booth simple and clean.
• You don’t need samples of all your products or literature.
• The more options and things you give people to look at they’ll get confused.
• Studies have shown that too many choices cause confusion and lead to a higher percent of people not making a choice.
• Plus your staff will be more focused as well. They will be able to find what they need and answer questions more quickly.

#3 -- Take a selfie with attendees

• Use these in your follow up emails to quickly re-connect with the attendee and stand apart from all the other exhibitors they saw!
• Want more exposure during and after the show? Take a selfie with someone you just had a great conversation with that is qualified. And put it on social media.
• Tag them and encourage them to share it as well!
• Can get some great posts, new followers, and get a lot of shares!

#4 -- Learn how to END a Conversation

• Yes – you heard me! Learn how to END a conversation.
• We’ve all been in those conversations that are going nowhere, or are great but drag on way too long.
• You need a quick and polite way to end the conversation so you can start talking with someone else! For every person you engage with, there can be multiple people that walk by your booth never to be seen again.
• So come up with a quick statement that wraps up the conversation.
• “I don’t want to take away any more of your time from seeing other vendors."
• “Did you get the info you needed?” Then set a follow up if necessary.
• “I love where this is going. Or This seems to be a great fit, don’t you agree? Let’s continue the conversation at dinner. Or Next week.”
• Then teach it to your team! Time is money especially at a trade show!

#5 -- Speed is your secret weapon

• Want more leads or demos or sales? Go faster!
• It’s like the old sales adage – it’s all a numbers game. You’ll get more results if you do more.
• And the best way you can do more is to go faster.
• You just finished up a conversation with an attendee. Engage the very next person you see!
• Put the power of speed to work! Engage as many people as you can as fast as you can and you will be amazed at the results you can get!
• But be professional too! Don’t be so aggressive that you turn people off! Should feel natural.

Mentioned in this episode:

Create Amazing Memorable Events with Michael Green Food & Wine Experiences!

MICHAEL GREEN CREATES AND HOSTS WINE AND FOOD EXPERIENCES THAT BUILD RELATIONSHIPS AND DRIVE SALES. FROM CONFERENCES TO OFFISTES, MICHAEL'S HIGH ENERGY PRESENTATIONS ARE INFORMATIVE, HIGHLY ENTERTAINING AND RESONATE FOR YEARS TO COME. Find out why CMO firm Chief Outsiders said… Michael does much more than develop events – he creates memorable experiences for his clients and their guests. His expertise spanned all elements from planning to execution. What made the events truly special and memorable were Michael’s knowledge, experience, contacts, and flair. He not only made us look good, he ensured we remained relevant in the eyes of our guests throughout the evening. LOOKING FOR A WAY TO STAND OUT AT YOUR NEXT CONFERENCE OR INCREASE YOUR CONFERENCE ROI? GO TO WWW.MICHAELGREEN.COM TO LEARN MORE. Mention you heard this ad on the Trade Show University podcast!

Planning for Trade Shows is stressful enough, let alone when you are overwhelmed by stress at home. Because that stress follows you to work. So in this different episode of Trade Show University, join host Jim Cermak as he interviews financial coach, Joel Bromley, who received the blessing of Dave Ramsey to launch his Financial Reset package!

Are you feeling overwhelmed by financial stress? In this episode, we dive into the journey of Joel and Caitlin Bromley, founders of Bromley Financial Coaching. They turned their own financial struggles into a mission to help others achieve financial independence and peace of mind.

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Get your FINANCIAL RESET package here: https://www.bromleyfinancialcoaching.com/2025-financial-reset-bundle?linkId=lp_087032&sourceId=jim-cermak&tenantId=bromleyfc

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Want More LEADS, More SALES and More PROFITS at your next Trade Show?

Book a free 15-minute strategy call here: https://calendly.com/tradeshowu

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Joel shares how their personal experiences with debt, property management, and full-time jobs led them to seek a better way to handle money. They began by leading a small finance group at their church, which eventually evolved into a full-fledged coaching service. Inspired by principles from Ramsey Solutions, they crafted their own program tailored to help people understand and manage their finances without the pressure of sales pitches for investments or insurance.

Throughout the discussion, Joel highlights common financial pitfalls, like the trap of comparison, unintentional spending, and the fear of facing financial realities. He emphasizes the power of knowledge, intentionality, and the impact of small, consistent changes—like re-evaluating insurance plans or meal planning—to free up cash and reduce anxiety.

The Bromleys also introduce their comprehensive 2025 Financial Reset package. It’s packed with over 40 pages of resources, including financial audits, goal-setting tools, budgeting strategies, and essential questions for financial advisors. This toolkit is designed to help you build a solid financial foundation, prepare for tax season, and plan for the future, whether you're in Canada or beyond.

If you’re ready to flip the script on your finances and start living the life you truly want, this episode is a must-watch. Learn practical tips, gain valuable insights, and get inspired to take control of your financial future with confidence and clarity.

Connect with Joel Bromley:

Website: https://www.bromleyfinancialcoaching.com/

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

Get your FINANCIAL RESET package here: https://www.bromleyfinancialcoaching.com/2025-financial-reset-bundle?linkId=lp_087032&sourceId=jim-cermak&tenantId=bromleyfc

Should your Corporate Event or Tradeshow have a Theme? Corporate Event Marketer & Trade Show professional, Kimberly Kee of Kee Consulting, joins Jim Cermak of Trade Show University to discuss the right way to incorporate theming at your next trade show, conference, expo and event!

Please LIKE and SUBSCRIBE!!

** Want More LEADS, More SALES and More PROFITS at your next Trade Show?

Book a free 15-minute strategy call here: https://calendly.com/tradeshowu

The goal of event marketing is to package a message using elements like costumes, sets, and scripts to create meaningful connections between companies and their buyers.

The Importance of Themes:

• Themes create a unifying experience for events like sales kickoffs or user conferences.

• Themes help in planning event details, ensuring a cohesive experience that reinforces the overall message.

• Themes should align with the company's or industry's current situation; they don't always need to be extravagant.

◦ A somber theme can be appropriate during difficult times.

◦ A more exciting theme can highlight company advancements.

• Theming strengthens brand identity and connects with the event audience.

Creating a Theme

• The theming process can be quick, but it may require brainstorming and mind mapping to develop the right theme.

• Consider the event's objectives and key messages when developing a theme.

• A strong theme should be marketed in advance to build anticipation and excitement.

• Incorporate the theme into all aspects of the event, including branding, visual elements, and themed activities.

• For instance, a "level up" theme can use video game elements like leaderboards and avatars to engage attendees.

Examples of Impactful Themes

• "Level Up": Uses video game references to create a positive and exciting atmosphere.

• "Better Together": Focuses on unity and teamwork, especially useful during times of uncertainty or change.

Avoiding Themes That Fall Flat

• Themes that are too abstract or lack a clear connection to the audience can fall flat.

• Ensure the theme lends itself to specific activities and is easy to understand.

• The theme should evoke emotion and create anticipation.

Top Tips for Event Themes

• Base themes on key objectives and messages.

• Make the theme memorable and catchy to create a unifying environment.

• Integrate the theme into every detail of the event, from keynote speakers to breakout sessions.

• The goal is to create an immersive experience where the theme is evident even when attendees aren't actively thinking about it.

The Importance of Food

• Food can significantly impact an event.

• Align food with the theme such as having a gourmet nacho station and corn dog vendor at an arcade-themed event.

Kimberly's Top Takeaway

• A well-executed theme is one of the most important elements of a hosted event, as it unifies the experience and makes the event memorable.

Connect with Kimberly Kee:

• Email: Kimberly@Keyconsulting.com

• https://www.linkedin.com/in/kimberlyakee/

Connect with Jim Cermak:

• Email: jim@tradeshowu.biz

• https://www.linkedin.com/in/jimcermak/

#theme #tradeshows #branding #strategy #events #corporateevents

Strategies for How to take trade show lead generation to the next level from a professional Magician! Scott Tokar, owner of Corporate FX joins Jim Cermak of Trade Show University to discuss strategies to maximize ROI at your next trade show, conference, expo and event!

** Want More LEADS, More SALES and More PROFITS at your next Trade Show?

Book a free 15-minute strategy call here: https://calendly.com/tradeshowu

Scott Tokar says simply drawing a crowd isn't enough; exhibitors must implement strategies to activate the audience, efficiently collect data, qualify leads, and ensure effective post-show follow-up. He advocates for moving away from linear processing and utilizing parallel processing strategies to maximize the number of quality leads.

Scott and Jim discuss:

- Beyond Crowd Gathering: Activating Your Audience

Tokar emphasizes that attracting a crowd is only the first step. The real challenge is "what do you do with a crowd once you've got them in the exhibit?" You activate them by:

- Moving the crowd to a theater-style presentation.

- Engaging them in a passport-style promotion with stamps.

- Using gamification, like a QR code and a prize wheel.

- Understanding the limitations of traditional badge and lead scanners

- Implementing Parallel Processing - collecting lead information from a large group simultaneously.

--- This process allows “30 seconds to scan a hundred people.”

- Quantification vs. Qualification - both are important for different reasons

- Qualifying Questions – The Key to Identifying Hot Leads. We give powerful examples of these!

- Automated Follow-up via Drip Marketing:

- Linear vs Parallel Processing

- Sales Staff Involvement and Observation

Scott's Top Takeaways:

-- Embrace Parallel Processing: Move beyond linear lead generation methods

-- Implement Gamification: Use QR codes and games to engage audiences and facilitate quick data collection

-- Leverage Data: Combine data from various sources for richer insights

-- Automate Follow-Up: Use drip marketing campaigns to stay in touch with leads

Connect with Scott Tokar:

- https://corporatefx.com/

- LinkedIn - https://www.linkedin.com/in/scotttokar/

Get your free Trade Show Traffic Scorecard: https://tradeshowuniversity.captivate.fm/

There are 13 Secrets to win at trade shows you and your business need to know! These are things most businesses don't do, and they can multiply the results, leads and sales at every event.

More than ever before, you need to go all in on trade shows and events to grow your business and promote your products and services. Now, I'm not saying to drop all your other marketing, but you need to commit to trade shows, to expos, to conferences, to in-person face-to-face events. And You have got to commit to doing them and then doing them right.

** Want More LEADS, More SALES and More PROFITS at your next Trade Show?

Book a free 15-minute strategy call here: https://calendly.com/tradeshowu

Here are the 13 Secrets - mind-blowing things most businesses do not do at trade shows, expos and events. I guarantee 99% of businesses need to add at least 1 of these areas to their strategy.

1) Effectively fill your lead/sales pipeline

2) Share your story

3) Get into deep meaningful conversations

4) Get immediate feedback on product/service

5) Get assets for social media posts

6) Do competitive research and Spy on your competition

7) Find prospective vendors, partners and suppliers

8) Learn industry trends and insider info

9) Learn new skills / CEUs

10) Network like crazy to unlock new opportunities

11) Become a speaker and Position your company as an expert and thought leader

12) Talk to same buyers as big guys

13) Get press and media coverage for Free!

** Want to know HOW to Pick the Right Trade Show? Check this out! https://youtu.be/9zMd_sJzvZA

Innovative New Product entrepreneur and small business owner, Lauren McLaughlin of ChangeUp Kids (https://www.changeupkids.com), shares her story of how she found huge success at her very first BIG Trade Show! Her product for Parents of Kids was perfect for the Event she chose.

** Want More LEADS, More SALES and More PROFITS at your next Trade Show?

Book a free 15-minute strategy call here: https://calendly.com/tradeshowu

Lauren is a mom of three adventurous boys, and we are constantly on the go. I always desired a place for them to get changed with privacy without having them go into public bathrooms after a sandy day at the beach.

Change Up Kids is a portable changing station that gives kids and families Dignity, Privacy and Convenience.

Lauren attended the MomCon expo (https://www.momcon.co/) for a couple of years as an attendee and saw this event as the perfect place to launch her new product. Thousands of moms attend each year.

She realized being at the right show wasn't enough, so reached out to Jim Cermak of Trade Show University. Jim coached her as she prepared for MomCon and the 5,000 moms that were going to be there. She ultimately made changes to her signage, displays, offers, and engagement questions.

You will love her energy and her story as she shares what worked well and what needs to be improved for the next show!

Connect with Lauren:

• ChangeUp Kids: https://www.changeupkids.com/
• Email: lauren@changeupkids.com
• IG: https://www.instagram.com/change_up_kids/

Training Videos & Tips - Subscribe: https://www.youtube.com/@tradeshowuniversity

Email Jim: jim@tradeshowu.biz

Today you are going to learn from an Award Winning event and marketing manager about Goal Setting, Sourcing, Networking and more. So excited to have Laura Woods, Event and Marketing Manager for Jamis Software join Jim Cermak, host and founder of Trade Show University for this impactful interview.

** Want More LEADS, More SALES and More PROFITS at your next Trade Show?

Book a free 15-minute strategy call here: https://calendly.com/tradeshowu

Laura and Jim discuss:

Goal Clarity for Event Success: Like trade show exhibitors, event planners must define clear goals for each event to ensure smooth execution and meaningful outcomes. "If you don't have a clear goal, the event is not going to run smoothly."

Leveraging the Power of Networking: Facilitating connections between attendees is crucial for a successful event. Woods highlights the importance of dedicated networking time, icebreaker activities, and creating an environment that encourages interaction. "That's the lifeline of events is the connections in the networking."

Sourcing for Success: Woods emphasizes the need for strategic venue selection, considering factors like attendee location, accessibility, cultural relevance, and adequate space. "You need to make sure you have enough space and hotel rooms."

Continuous Feedback and Improvement: Pre- and post-event surveys provide invaluable feedback for improving future events. Woods encourages event planners to be receptive to criticism and to view feedback as an opportunity for growth. "Never take anything to heart of what you get back from these surveys."

Theming and Engagement: Creating a memorable event with a strong theme enhances the attendee experience. Woods shares examples of incorporating popular culture references and aligning the theme with the event's purpose.

Connect with Laura:

LinkedIn: https://www.linkedin.com/in/laurab90/

Email: lwoods@jamis.com

Email Jim: jim@tradeshowu.biz

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Check out the new Trade Show University YouTube channel where we feature a growing number of training videos to help businesses get More Leads, More Sales and More Profits through the power of Trade Shows! Many videos are exclusive to YouTube and not found on the podcast. Visit, Subscribe and Binge! https://www.youtube.com/@tradeshowuniversity

You're an exhibitor working a trade show or conference when all of a sudden, the traffic stops. What happened to the Attendees? Where is everyone? What do you do? I'm going to give you 8 TIPS you need to make the most of the slow times! 8 of them to be exact!

** Please SUBSCRIBE to the Channel - https://www.youtube.com/@tradeshowuniversity **

So when the show gets slow, what i see is people pulling out their phones and start scrolling. Please stop that! When attendees start coming around again, they won't want to stop at your booth.

So here's what you do - create a strategy!

So that means before you go to the show, you have to do your research and figure out what you are going to do when the show is slow. And for those of you at larger shows in the end aisles and the back corners, that means when the show opens! You may not see anyone for a while!

So before I go into the 8 things I recommend being prepared to do when the show is slow, you have to find and research the show floor layout. This is NEEDED for the first 3 Tips:

#1 - Look for booths that can be potential customers

#2 - Look for competitors - spy on them

#3 - Look for potential vendors or suppliers - reach out to purchasing and see what their needs are.

#4 - What breakout sessions should you attend?

Anything else you do before the show? Drop that in the comments. And please subscribe if you're getting value!

#5 - Have someone walk the floor and take pics of other booths for ideas - design, activations, more

#6 - Review with your team goals, scripts, and roles

#7 - Make time to network!

#8 - Give people breaks!

** Want More LEADS, More SALES and More PROFITS at your next Trade Show?

Book a free 15-minute strategy call here: https://calendly.com/tradeshowu

#strategy #tradeshows #events

Mentioned in this episode:

Subscribe to the new Trade Show University YouTube channel!

Check out the new Trade Show University YouTube channel where we feature a growing number of training videos to help businesses get More Leads, More Sales and More Profits through the power of Trade Shows! Many videos are exclusive to YouTube and not found on the podcast. Visit, Subscribe and Binge! https://www.youtube.com/@tradeshowuniversity

How to attract More Attendees to your Trade Shows, Conferences and Events, Sell More Tickets, and Keep More Money! Get the Tips on using the right Marketing and Ticket Platform.

** Want More LEADS, More SALES and More PROFITS at your next Trade Show?

Book a free 15-minute strategy call here: https://tradeshowu.biz/services

Join Jim Cermak of Trade Show University and Ashley Stanford, a Digital Marketing Consultant and Freelancing Expert. With 20 years of experience in the digital marketing space, she specializes in building strategic marketing plans, mapping strategy execution, and collaborating to optimize tactics that drive increased performance for clients in the Events & Entertainment space. Her app Ice Cream Social is backed by Comcast NBCUniversal SportsTech, which invested in the company in early 2022.

We Discuss:

• Effective Event Marketing
• What should organizers consider when choosing a ticketing platform?
• What are the most effective ways to boost ticket sales for trade shows?
• How to make sure the right audience attends?
• Trends in the trade show industry that planners and exhibitors should keep an eye on?

Ashley's Top Takeaway:

The importance of choosing a flexible ticketing system that aligns with their trade show's needs, combined with effective marketing and networking strategies, to drive attendance and maximize the value of their event. The message should be that strategic decisions in both technology and personal interactions are key to a successful trade show experience.

Connect with Ashley Stanford:

• ashley@ashleyncline.com
• https://TicketSocket.com
• https://AshleyNStanford.com
• LinkedIn: https://www.linkedin.com/in/ashstanford/

Mentioned in this episode:

Exhibitor Expert Review - exclusively from Trade Show University

Ready to exhibit at your next Show? Don’t make the mistake of waiting until you get to the show to learn lessons on what you can do better and tweaks you can make for next time. You can do that BEFORE this next show and accelerate your results! I can help you get locked in for Success with an Expert Review! • Having a professional set of outside "eyes" is important because You Don't Know what You Don't Know! • 30+ year Trade Show expert will review: o Design o Messaging o Goals & Metrics o Engagement Questions o Attendee journey • Identify the Gaps and Opportunities you don’t even know exist! • And get you capturing more Qualified Leads than ever before • Visit Tradeshowu.biz/services