Today we’re excited to welcome published trade show marketing consultant and trainer, Marlys Arnold, as our guest in ‘The Trade Show Experts’ series. Marlys is the author of ‘Build a Better Trade Show Image’ and the ‘ExhibitorEd: Tips, Tools & Action Plans’ training kit. She also publishes a monthly e-zine and hosts a podcast on trade show news, tips, and tools.

How did you get started in the trade show business?

As an image consultant, I was exhibiting to gain clients for my business and had also helped to produce several small expos, so had seen shows from various perspectives. One particular show brought out very few attendees, yet my booth managed to get some very good leads. After listening to other exhibitors complain, I began to analyze what I had done differently that worked and began to compile notes. These became not only the basis for my workshops, but also for my first book, Build a Better Trade Show Image. (It’s like the how-to manual I wish I’d had starting out as an exhibitor.) When I decided to add trade show marketing to my consulting business, I had no idea there was an entire exhibit industry out there!

Looking back, there were signs that exhibiting was in my blood at an early age. My mom reminds me how as a child at the State Fair I spent more time exploring the exhibits than the carnival rides!

Can you tell us about the types of clients you serve, and what services you provide to them?

Over the past decade, I’ve worked with exhibitors and show managers in all sizes of shows in a variety of industries — although it has seemed to tend towards construction, manufacturing and public works. Working with show managers, I provide consulting (for marketing, social media, sponsorship, etc.), exhibitor workshops, or booth evaluations. For exhibitors, I provide marketing consulting, exhibitor training/coaching, or ‘mystery shopper’ evaluations for them vs. their competitors.

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We’re excited to welcome Barry Siskind as our newest guest in our interview series ‘The Trade Show Experts’.  Barry’s name is probably familiar to many of you, as he has published numerous books including ‘Powerful Exhibit Marketing’, CDs, DVDs, and hosted countless workshops training clients on how to generate profitable leads at their trade shows, consumer shows, and face-to-face marketing events.

How did you get started in the trade show business?

I got my start in the business 30 years ago. I was in the retail display business and participated in 10-15 trade shows per year. I have a background in sales training, and I started to notice that lots of money was being spent on the displays but very little was spent on the human element ─ an equally important piece.  At that time there were over two million North American companies who participated in trade shows annually and less that a handful of consultants available to help them. I saw this was a place where I could add value based on my experience and training. So it was a natural place to start my new business once I sold my retail display business.

Can you tell us about the type of clients that you work with? Sizes?  Product/Service offerings?

Our clients really are all over the board, but I can group them into 3 large categories:  Corporate clients – large manufacturing companies, etc.  Governments – they do an awful lot of exhibits,  Show Managers – They hire us to come and help with their exhibits.  Our clients literally span every industry, from pharmaceuticals to packaging, and are all over the globe, so I spend a tremendous amount of time on airplanes.

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