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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

Discover Best Practices to Managing Large Exhibit Projects

This is an incredible episode with John I. Taylor, Vice President of Public Affairs and Communications at LG Electronics USA, Inc. John is the most senior PR, government affairs, and industry relations executive for LG Electronics, USA.  

 In his three decades of experience, John has been an active participant in the Consumer Technology Association, and has attended  48 CES shows!  You are going to hear not only insights of how the show has evolved over the past 36 year but also what LG Electronics does to deliver an incredible experience for attendees.

Taylor shares insights into the  incredible technology released by LG Electronics at the CES show including The LG SIGNATURE OLED TV W features a "Wallpaper" design so impossibly thin and light that it attaches to the wall, while delivering unbelievable color and contrast, plus active HDR with 4K resolution.  Imagine what you can do in your exhibit with this technology!

Four Key Ideas Shared in This Episode:

  • What it’s like to have 148,000 people visit your booth and how to conduct business when it is incredibly crowded with government officials and Hollywood executives
  • How to manage global teams in different time zones
  • Strategies to stay on track with goals and objectives
  • Why mentoring is a great way to give back and pay it forward.

Show Notes:

  • 00:28 – Natalie welcomes John I. Taylor to the show.
  • 01:46 – In 36 years at CES, John has seen the event evolve significantly
    • 02:01 – The evolution of CES reflects the evolution of the consumer technology industry
    • 02:13 – CES has been the industry's launch pad for new technology
  • 02:34 – Taylor talks about how other industries have arrived to the                       show including automotive
  • 03:27 – Discussion about the challenge for smaller exhibitors is                          attracting the right visitors to their booth
  • 03:56 – Crowd control needs careful planning and John and his team                   ensure the right people from LG are always there
  • 04:13 – Every year, LG has new technologies that attract attendees– this year they had the LG OLED Tunnel
    • 04:47 – They had over 148,000 people go inside their tunnel
    • 05:29 – LG is proud of the CES 2017 results including Best in Innovation Award for their OLED Wallpaper as thin as a pen and mounts with magnets
  • 05:37 – John lists the new LG devices displayed at CES 2017
  • 06:09 – LG won about 120 awards from the show
  • 06:55 – The process started early in fall of 2016 planning for the show
  • 07:20 – They embargoed the announcement for LG Series OLED W7 Wallpaper until their press conference the day before the event
  • 07:48 – They also made sure their digital marketing team was integrated from the beginning as the CES planning took place
  • 08:26 – How post-show promotions are done
  • 09:18 – How they did crowd control in the OLED Tunnel
    • 09:26 – Meetings and tours in the booth were pre-scheduled
    • 09:31 – John conducted a lot of the VIP tours himself
    • 09:51 – “It’s important to plan ahead...and also important to tailor the message to the audience”
  • 10:39 – CES is the epicenter of all things consumer technology related and policy makers are known to attend these events
  • 11:21 – CES becomes a wonderful opportunity for exhibitors to be top of mind among policy makers and consumers
  • 12:00 – The volume of attendees and overall show was so crowded it made it difficult for 1 on 1 meetings.
  • 12:36 – John’s fondest memories from CES are really around the excitement of launching new technologies
  • 12:59 – LG had 2,000 badges for the show
  • 13:23 – Because the show is in the US, people from LG USA takes a huge part in planning but it’s still a collaborative effort from across the world
    • 13:43 – LG’s planning for CES 2018 has already started
    • 14:09 – John reiterates the importance of having a clear alignment on the objectives
    • 14:47 – John and his team do a lot of meetings to plan
    • 15:17 – They have just completed their post-show review and results summary for CES 2017
  • 16:39 – In previous years, John has been given the chance to be a mentor to smaller companies
  • 17:26 – John suggests visiting CES as an attendee first before becoming an exhibitor if you are a smaller company to become familiar with the show and all it has to offer.
  • 18:03 – “There’s a place for anybody and everybody in the consumer tech space”
  • 18:26 – The best part of CES for John is being with his colleagues (even if they are competitors)
  • 19:02 – John tries to spend the last day of the show checking out other booths
  • 19:54 – Over the years, CES has been the catalyst of ‘connected homes’
  • 21:37 – Earlier in John’s career, he had back to back all-nighters
    • 21:50 – Now, the LG staff schedules are done in shifts to help reduce fatigue
    • 21:59 – Key survival tips-always have hand sanitizers at your booth and wear comfortable shoes
    • 22:10 – Take breaks every couple of hours
    • 22:21 – Try to force yourself to get 7 to 8 hours of sleep and take a break after the show
  • 23:41 – John and his team use the LG G-Pad to communicate and to brief people for the show
  • 24:58 – John has been reading several books at a time like The Wright Brothers, Destiny and Power, American Lion, and Seoul Man
  • 26:02 – Natalie thanks John for today’s episode
  • 26:35 – Check out LG Electronics

Resources Mentioned:

John Taylor:

As the Vice President of Public Affairs and Communications for LG Electronics USA since 2000, Taylor represents the company before the U.S. government and in industry organizations. He is the chief media spokesman and public relations strategist for LG in the United States and leads LG’s U.S. Corporate Social Responsibility and Sustainability initiatives.

Active for three decades in the Consumer Technology Association, Taylor is Chairman of the CTA 4K Ultra HD Communications Working Group, Vice Chairman of the CTA Video Division Board and a member of the CTA Foundation’s Executive Committee. He is a long-time member of the CTA Government Affairs Council, the judging committee for the Consumer Technology Hall of Fame and the Editorial Advisory Board for CTA’s i3 magazine.

Other CTA experience includes serving two terms as Chairman of the CTA Communications Committee (in the 1990s and 2010s), as past Chairman of the Video Division, ex-Chairman of the HDTV Promotion Committee and former member of the CTA Board of Industry Leaders. He is a charter member of CTA’s Academy of Digital TV Pioneers and earned its highest honor, the Industry Leadership Award.

A key player in digital television since 1988, Taylor currently serves as Communications Chairman of the Advanced Television Systems Committee, the industry group developing next-generation TV standards. He also serves on the boards of trustees of The Media Institute and the Library of American Broadcasting Foundation. Previously, he was Public Relations Chairman of the Digital HDTV Grand Alliance in the 1990s and co-founded the Digital TV Transition Coalition in the 2000s. He was a founder and former Chairman of the Plasma Display Coalition, and also formerly served on the boards of directors the ATSC Forum, the Museum of Broadcast Communications and Better Business Bureau.

Taylor also represents LG Electronics USA on the Board of Directors of the Association of Home Appliance Manufacturers and on the AHAM Major Appliance division board. Currently AHAM Vice Chairman, he serves on the board’s Executive Committee and also chairs the AHAM Major Appliance Division Government Relations Committee. He received the AHAM Distinguished Service Award and was inducted into the Dealerscope Hall of Fame in 2015.

About LG Electronics USA

LG Electronics USA, Inc., based in Englewood Cliffs, N.J., is the North American subsidiary of LG Electronics, Inc., a $49 billion global force and technology leader in home appliances, consumer electronics and mobile communications. LG Electronics, a proud 2016 ENERGY STAR Partner of the Year, sells a range of stylish and innovative home appliances, home entertainment products, mobile phones, commercial displays, air conditioning systems and solar energy solutions in the United States, all under LG’s “Life’s Good” marketing theme. For more news and information on LG Electronics, please visit www.LG.com.

 

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