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Rock Your Trade Show: Inspiring weekly interviews with Industry Insiders, Executive Leaders, Marketers and Influencers who share their insights, challenges and lessons learned so you can rock Your next trade show.

Do you ever wonder if... you are getting the right attendee traffic to your exhibit? Is the interactive engagement at your event unforgettable? Are you able to demonstrate results to leadership?

On a personal level- Do you wish you had better work-life balance? Are you building your career path? If this sounds familiar…then this podcast is just for you! Get all the practical tools and advice you need to rock your marketing program, create your personal brand and stay relevant in your career. After listening to this podcast, you will feel empowered to achieve success and take action. Let’s do this!

“Don’t wait for the perfect moment.  Take the moment and make it perfect.” – Zoey Sayward

 

 

Feb 4, 2017

 The debut podcast episode kicks off with a top trade show industry expert - Karen Chupka, senior vice president, CES and corporate business strategy for the Consumer Technology Association (CTA), the U.S. trade association representing more than 2,000 consumer electronics companies, and owning and producing CESÒ, the world’s largest gathering place for all who thrive on the business of consumer technologies.

She oversees the sales, marketing, production and management of CTA’s events and conferences including its annual trade show, CESÒ.   

Each January in Las Vegas, more than 3,500 exhibitors, fill more than 2.4 million net square feet of exhibit space and showcase their latest products and services to more than 165,000 attendees at CES. Under her leadership, CES has been named as the largest annual North American trade show by Trade show Executive Magazine and Trade Show Week since 2001.

Chupka has been with CTA for 27 years and has held numerous roles within the organization including vice president of business development, director of industry relations and education, and director of marketing for CES.

 4 Tips You Will Learn About in This Episode:

  1. Key tips to maximizing results and working with show management.
  2. How to increase visibility and get visitors to your booth.
  3. Why your elevator pitch is so important.
  4. How to manage large teams and balance your life on the road.

Time Stamped Show Notes:

  • 00:28 – Natalie introduces the debut episode and today’s guest, Karen Chupka, Senior Vice President, CES and corporate business strategy for the Consumer Technology Association (CTA)
  • 00:55 – CES is the largest consumer trade show in North America
  • 01:05 – Natalie provides an overview of the show
  • 01:34 – Karen joins the show
  • 02:00 – There’s so much crossover with many industries at CES—it’s kind of what it makes it special
  • 02:20 – What an exhibitor needs to do to prepare for CES
  • 02:35 – Next year’s show is sold 12 months in advance
  • 02:57 – Most companies start planning their exhibit strategy 6 months out
  • 03:39 – Placement on the show floor is determined by industry sector and seniority
  • 04:05 – Hear a 360 perspective about the exhibitor and attendee
  • 04:51 – Karen’s favorite story from CES
  • 05:05 – How CES plans for the next year’s show
  • 05:17 – Karen’s favorite thing is seeing concepts grow over the long-term
  • 06:20 – The best social media strategies of CES 2017
  • 07:40 – How one exhibitor really leveraged a new offering
    • 07:44 – The Virtual Reality Tinder product
  • 08:34 – How CES used Twitter and the Twitter Dashboard to be responsive to people searching for information
    • 09:05 – The ability to respond in real time made attendees feel like they were getting fast answers
  • 09:39 – Attendee trends and engagement at an event like CES
    • 09:50 – Buying exhibit space and showing up isn’t enough-here is what you should consider
  • 10:14 – Smaller companies should take advantage of the benefits
    • 10:40 – Take advantage of all press opportunities that come with the booth space purchase
    • 11:00 – Many companies don’t take advantage of all that is included with their exhibit space
  • 11:35 – How smaller exhibitors can stand out and get noticed
  • 13:50 – Some companies only give a website in the show directory instead of a contact name—it makes it hard for attendees to follow up
  • 14:10 – Selecting the featured booths by show management
    • 14:30 – Based on how much of a story there is to tell
    • 15:32 – If you have an interesting story to tell, communicate it to show management so they can connect you with reporters
  • 16:50 – New tech trend this year: Voice activated products from Google and Amazon tying into other platforms
  • 17:34 –Eureka Park—600 entrepreneurs and new companies exhibit in this special area
  • 19:23 – Shark Tank does an open casting at CES for new technology and entrepreneurs
  • 20:00 – CES is about more than showing product, it’s about finding partners, finding companies to acquire, finding talent to hire, etc.
  • 21:21 – Ultimately, you have to make your product easily digestible—people need to be able to understand your marketing message30 seconds or less. Practicing your elevator pitch is one of the most important things you can do before exhibiting at a show
    • 21:59 – You need to be able to answer: How are you solving someone’s problem?
  • 23:36 – Smaller exhibitors- especially in the entrepreneur section hesitate to leave their exhibit and miss an opportunity during show hours, so CES has a big networking event the day before the show.
  • 24:01 – Karen is at CES for 9 days and some of the staff is at the show for up to 17 days
  • 24:29 – The CES show is a marathon, not a sprint
  • 25:35 – The CES staff includes 160 full-time talent, plus an additional 3,000 short-term staff
  • 27:34 – Karen’s favorite tool?
    • 27:48 – Keep face to face meetings
    • 28:09 – WeChat
  • 29:28 – Karen and Natalie close out the podcast

 Resources Mentioned:

Credits: