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...

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#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

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/

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