The Global Exhibitor Podcast

This is the podcast designed to help trade show exhibitors succeed internationally, hosted by Jeff Hannah. You will hear perspectives from many of the most experienced international experts in the industry - each with specific areas of focus, covering a broad range of topics including international marketing strategies, cross-cultural engagement challenges, experience design, communication tips, protocol recommendations, negotiation approaches, logistics help, and many others.

Rebuilding the US Trade Show Workforce with Laura Palker (Part 2) 03/21/2025

Rebuilding the US Trade Show Workforce with Laura Palker (Part 1) 03/07/2025

Pat Alacqua: Industry Trailblazer and Co-Founder of Nth Degree (Part 3) 01/31/2025

Pat Alacqua: Industry Trailblazer and Co-Founder of Nth Degree (Part 2) 01/20/2025

Pat Alacqua: Industry Trailblazer and Co-Founder of Nth Degree (Part 2) In this second episode, delves into ’s journey as a leader and entrepreneur, exploring the emotional and strategic dynamics of building and eventually selling . In this rare interview, also candidly reflects on the toll of seeing valued team members move-on over time – a natural yet bittersweet reality of leading a fast-growing business in a thriving industry where the demand for trained and skilled professionals constantly grows. Pat discusses the complexities of growth, including the decision to hire people from outside the trade show industry to drive transformation and innovation. Jeff emphasizes the importance of a rigorous hiring process, which included assessments supported by an industrial psychologist to ensure alignment with the company’s values and culture – an approach that was uncommon for entrepreneurial companies at the time. Pat also shares his philosophy on hiring and leading great people, underscoring the value of surrounding oneself with individuals who bring diverse mindsets and perspectives to the table. A lifelong learner, Pat reflects on how leadership is more about asking the right questions than it is about having all the right answers. He shares how continuous learning has shaped his approach to influence—building alignment, securing support, and inspiring others—all of which require patience and intentionality. Pat also opens up about some of his greatest life challenges, the lessons they taught him, and how mentorship has been a cornerstone of his career. He passionately believes in "paying it forward" by mentoring and guiding others, and he credits much of his own success to those who mentored him along the way. Jeff also asks about Pat’s decision to sell , his perspective on that decision, and his broader view on defining success. Pat talks about how growth is not just about transforming a company but about how it also transforms the people involved in that journey. He reflects on how rare and fulfilling it is to build a business with a continuous growth trajectory. This episode is packed with insights on leadership, learning, and the power of mentorship, offering listeners valuable lessons from Pat’s remarkable career. Stay tuned for more insights in Episode 3. LinkedIn: Website: /episode/index/show/globalexhibitor/id/34773945

Pat Alacqua: Industry Trailblazer and Co-Founder of Nth Degree (Part 1) 01/10/2025

Pat Alacqua: Industry Trailblazer and Co-Founder of Nth Degree (Part 1) In this first episode of the three-part series, conducts a rare interview with , co-founder of , exploring the foundational strategies and challenges that defined the company’s early days. Beyond co-founding Nth Degree, Pat has built multiple successful businesses across other industries and continues to collaborate with business leaders through his consulting services and online leadership and business growth tools, guiding them through challenges to achieve sustained growth. Together, they reflect on how the trade show industry has evolved, Nth Degree’s innovative approach to building a labor management company, and the critical importance of training and education in shaping their team and culture. Pat shares how carved out its niche in the industry by focusing on differentiation, emphasizing core values like education, training, and exceptional customer service. He explains how they anticipated customer needs and proactively solved problems to set themselves apart in a fast-growing competitive landscape. Pat reflects on the high levels of risk involved in starting Nth Degree and scaling it to handle increasingly large and complex projects. Listeners will gain insight into the legendary antitrust legal case in , where and its partners faced significant challenges. Although the directed verdict was not in their favor, over time they won in the court of public opinion, ultimately changing the direction of the trade show industry. This led to the development of new industry categories like "independent labor contractors," which are now commonly referred to across the industry as "exhibitor appointed contractors" (EACs). This episode also highlights how developed industry practices and terminology still in use today, such as "leadmen" and "floor managers." They recognized the need for robust systems and processes to effectively manage rapid growth and scale the company without sacrificing quality or service. Pat’s reflections provide valuable lessons on leadership, perseverance, and innovation in a dynamic industry. Drawing on his extensive career experience, Pat also shares actionable insights to help business leaders overcome challenges and scale their companies successfully. Stay tuned for more insights in Episodes 2 and 3 of the three-part series as Jeff and Pat continue to explore the challenges and triumphs that shaped Nth Degree and the trade show industry at large. LinkedIn: Website: /episode/index/show/globalexhibitor/id/34773830

Show-Up & Stand Out: Australian Trade Show Strategist, Jessica Turnbull (Part 2) 04/15/2024

Show-Up & Stand Out: Australian Trade Show Strategist, Jessica Turnbull (Part 1) 03/29/2024

Three Generations in Mexico with Francisco Collazo (Part 2) 03/01/2024

Three Generations in Mexico with Francisco Collazo (Part 2) This is Part 2 of a two-part interview with international industry leader and designer , Partner and CEO of in . In this fascinating conversation, shares his extensive journey into the exhibition industry, tracing the evolution of his career from its inception as a young boy working with his father. More than 40 years later, Francisco’s company is now well into its third family generation and has established an outstanding reputation for themselves globally in the industry. Host asks to share the transformative shifts he has witnessed in the Mexican exhibition landscape over the years, offering valuable insights into the dynamic nature of the industry in Mexico. Nowadays, most of the exhibits are custom-built, wooden exhibits versus system exhibits; many are still build and burn (one time use). highlighted his knowledge of system exhibits, shedding light on the diverse range, some of the history, and how he became an expert in this area. He mentions his past interactions with historical system influencers, such as (global leader of for over 50 years). Some of the systems they discussed are , , , , and , They discuss the primary exhibition venues in Mexico, and how those have evolved over the years in their respective areas: and share their common bond of their pathways to becoming an . shares how he is particularly passionate about giving back to future generations of designers and design programs at various universities. Francisco's heavy involvement in international and local industry associations underscored his commitment to fostering collaboration and knowledge-sharing with others across the industry. Francisco’s international work experience is a key focal point, illustrating the intricacies and nuances of navigating business across borders – particularly in Latin America. opens-up about the unique experience of collaborating with family members in the industry, providing a glimpse into the dynamics of working alongside loved ones. He shares his outlook on navigating some of those challenges – and well as the reward of working with his family in the formation of this third-generation business. They specifically mention the work that his son is doing with , based in . asks about his legacy, where he emphasizes continuous innovation, building connections, and providing the highest level of service possible (beyond what is happening on the trade show floor). Host summarizes this interview by stating, “good stuff to build a business on; good stuff to build a life around.” are international exhibit and event builders, headquartered in . They are uniquely positioned to work across North America and South America, with a reach far beyond – into Europe and elsewhere around the world. designs and builds exhibits for trade shows, works as a general contractor for entire exhibitions, provides international pavilions, and produces full-scale events. Well into their third family generation, has a strong track record of over 40 years and continues to be heavily involved in international associations and works with many global brands. They are proud members of , , , , , , and . This interview was recorded live at the amazing , in , with host . LinkedIn: Website: /episode/index/show/globalexhibitor/id/30091813

Three Generations in Mexico with Francisco Collazo (Part 1) 02/24/2024

Three Generations in Mexico with Francisco Collazo (Part 1) This is Part 1 of a two-part interview with international industry leader and designer , Partner and CEO of in . In this fascinating conversation, shares his extensive journey into the exhibition industry, tracing the evolution of his career from its inception as a young boy working with his father. More than 40 years later, Francisco’s company is now well into its third family generation and has established an outstanding reputation for themselves globally in the industry. Host asks to share the transformative shifts he has witnessed in the Mexican exhibition landscape over the years, offering valuable insights into the dynamic nature of the industry in Mexico. Nowadays, most of the exhibits are custom-built, wooden exhibits versus system exhibits; many are still build and burn (one time use). highlighted his knowledge of system exhibits, shedding light on the diverse range, some of the history, and how he became an expert in this area. He mentions his past interactions with historical system influencers, such as (global leader of for over 50 years). Some of the systems they discussed are , , , , and , They discuss the primary exhibition venues in Mexico, and how those have evolved over the years in their respective areas: and share their common bond of their pathways to becoming an . shares how he is particularly passionate about giving back to future generations of designers and design programs at various universities. Francisco's heavy involvement in international and local industry associations underscored his commitment to fostering collaboration and knowledge-sharing with others across the industry. Francisco’s international work experience is a key focal point, illustrating the intricacies and nuances of navigating business across borders – particularly in Latin America. opens-up about the unique experience of collaborating with family members in the industry, providing a glimpse into the dynamics of working alongside loved ones. He shares his outlook on navigating some of those challenges – and well as the reward of working with his family in the formation of this third-generation business. They specifically mention the work that his son is doing with , based in . asks about his legacy, where he emphasizes continuous innovation, building connections, and providing the highest level of service possible (beyond what is happening on the trade show floor). Host summarizes this interview by stating, “good stuff to build a business on; good stuff to build a life around.” are international exhibit and event builders, headquartered in . They are uniquely positioned to work across North America and South America, with a reach far beyond – into Europe and elsewhere around the world. designs and builds exhibits for trade shows, works as a general contractor for entire exhibitions, provides international pavilions, and produces full-scale events. Well into their third family generation, has a strong track record of over 40 years and continues to be heavily involved in international associations and works with many global brands. They are proud members of , , , , , , and . This interview was recorded live at the amazing , in , with host . LinkedIn: Website: /episode/index/show/globalexhibitor/id/30091798

Inside the Mind of Digital Genius Mazi Farzam 05/31/2023

Inside the Mind of Digital Genius Mazi Farzam In this episode, host interviews digital genius, , CEO of , an agency based in . is focused on the intersection of science, technology, and storytelling. Under his leadership, has built a global reputation for content generation, user experience creation, visual effects, and immersive storytelling. works across a wide range of industries where their work finds application in museums, trade shows, executive briefing centers, and other types of experiences. is from the Middle East, but is an American now, having worked and traveled extensively around the world. He has a fantastic understanding of cultural differences and how those impact business, interpersonal relationships, and the design of experiences. He is passionate about technology, experiences, and entertainment. and talk about how culture plays into design of interactives and storytelling. They take a deeper look at the differences between basic translation and localization. stresses the importance of having locals to help craft the story – understanding the connotations of the local language, colloquialisms, and sensitivities to various topics and issues. He explains how most of their projects are designed to be used across a spectrum of different cultures. talks how the most effective experiences are those in which the digital and interactive elements are seamlessly integrated into the physical architectural spaces; some refer to this as . Both elements are critically important. But they need to be fully understood, appreciated, and designed together to achieve this level of integration. Looking into the future, talks about how the will change the way we go about our daily lives. He talks about how the technology itself may become more transparent in some ways: more integrated into everything but less obviously visible. He indicates that we are just on the precipice of an exciting new era in technology – one which has the potential to improve humanity in ways that we have yet to see. This could help us build a better world – improving communications, awareness, healthcare, and the environment, just to name a few! asks about what makes truly unique in their work, as they have achieved an outstanding reputation in the past twenty-plus years. He notes that being in Hollywood helps them to attract some of the best talent in this world. Many of their team members work in feature films, , and as AAA game developers. They are distinctly client focused, nimble, and fast in their development. is an award-winning interactive agency that helps tell complex stories. Their services span content generation, visual effects, physical brand activation/immersive experiences, and virtual brand exhibits and events. is at the forefront of delivering custom, cutting-edge interactive experiences for both in-person brand activations as well as virtual and online customer engagement. This interview was recorded live at in with host . LinkedIn: Website: /episode/index/show/globalexhibitor/id/26974584

How Mark Johnson is Shaping the Exhibition Industry 12/02/2022

How Mark Johnson is Shaping the Exhibition Industry Industry veteran is re-shaping the world of exhibitions with his deep passion, foresight, and encompassing vision for the future. has garnered significant attention with his recent acquisitions of , as well as . In this episode, host asks Mark about his acquisition of , and how he is re-imagining the future of it. Mark introduces as the new CEO/President of , and talks about the unique and ongoing mission for the company. Mark’s fiery passion for the exhibition industry can be felt as he discusses a more inclusive future for EXHIBITOR – with the introduction of additional tools and resources. Mark also discusses the outlook for and beyond, including future potential show locations. is widely recognized as a producer of educational conferences – and is exploring ways to build upon this globally recognized brand – including potential international expansion of educational programming and . and the have recently formed a partnership to provide ongoing professional education to EDPA members through EXHIBITOR's program. is the Founder / CEO of , and also owns several other companies. Mark built an outstanding reputation in the exhibition industry through decades of international work and leadership in industry associations such as EDPA and IFES. He was formerly President (2005) of . He was involved in the creation of the , where he continues to serve as Treasurer. He was instrumental in supporting and promoting over the years in various ways. Mark has been instrumental in the exhibit design education programs at both , and from the early stages of development to current day. In 2021, Mark was honored as one of the Ten Most Admired CEOs by the . is the global leader in trade show and corporate event marketing education. EXHIBITOR does this through many platforms, including: , , the program, , , and others. A leading global marketing solutions provider, values a customer-intimate approach, lasting partnerships, powerful strategic direction, and consistent execution. Star's comprehensive design, fabrication, installation, and property management services support trade show, retail, corporate interior, event and selling environment initiatives. This interview was recorded live at in , with host . LinkedIn: Website: /episode/index/show/globalexhibitor/id/25173495

Perspectives from an Industry Legend: Benedict Soh 10/11/2022

Perspectives from an Industry Legend: Benedict Soh This is an interview with an industry legend, , Chairman and Co-Founder of , based in . In this episode, host and discuss the return of the industry since the brought the exhibition industry to a complete halt over two years ago. Shows and events are recovering well, with a number of large corporations hosting their own private customer events and product launches. Ben talks about the importance of , and the need as an industry to demonstrate excellent ROI for the client stakeholders. Ben talks about how the trade show industry has evolved over the years, and has excelled at integrating all of the other aspects of technology and marketing. He also talks about how business has changed due to the blending of cultures globally. Jeff asks Ben about the challenges of running a large corporation with offices in many countries. Jeff asks Ben to give advice to people considering a career in this industry. He talks about mentors, sources of inspiration, and about how he got started in this industry. He also talks about the concepts of work/life balance and work/life integration. And, he talks about what he feels is his greatest achievement. is internationally known across the Meetings, Incentives, Conventions and Exhibitions (MICE) industry and amusement park industry segments. Benedict has been awarded the prestigious , as well as the for Outstanding Contribution to Tourism by the . Benedict co-founded over 45 years ago, and is also Chairman. Kingsmen has now gown to 21 offices across major cities in Asia, the Middle East, and the USA, with global headquarters in . are creators of experience, harnessing the power of creativity and design to tell engaging stories that bring brands to life. Kingsmen delivers seamless, innovative and engaging experiences that connect, engage and empower. From conception to completion, their integrated capabilities built over the last 45 years have enabled them to be the one-stop creative solutions partner, delivering memorable, successful campaigns around the world. This interview was recorded live in at the Kingsmen Experience, the global headquarter tower of , in the of Singapore, with host . LinkedIn: Website: /episode/index/show/globalexhibitor/id/24643248

Straight Talk from Han Leenhouts (Part 2) 08/04/2022

Straight Talk from Han Leenhouts (Part 2) This is Part 2 of a two-part interview with author of , based in , . This is one of the most fun, exciting, and inspirational episodes that we’ve had on The Global Exhibitor Podcast! In this interview, hosted by , you can experience Han’s electric personality, and magnetic passion through his dynamic, engaging, and direct (Dutch) style. The primary focus of this episode is the importance of booth staff selection, training and engagement. In this episode, Jeff asks Han to differentiate between the Dutch culture and mindset in comparison to other countries in Europe. Han talks about what Americans might not understand when working with the Dutch. They talk about the direct communications style, and the importance of being authentic and genuine. Han emphasizes the importance of booth staff training and what the process generally looks like – involving both pre-show training as well as on-site coaching. He talks about setting goals for the show and how to measure where those goals are met. Han elaborates on how asking the “right” questions is an important step in learning how to engage with people you have never met before. The right questions help to quickly qualify your potential leads and determine where to take the conversation. Han is a firm believer in being bold, taking risks, and stepping out of your comfort zone – which is what it takes in order to be really successful in trade show marketing. As a side note, Jeff and Han briefly discuss perspectives on the war in Ukraine, as well as how Dutch DJ’s compare to others in the world! You don't want to miss that! is an internationally acclaimed author, keynote speaker, trainer, and coach in the trade show industry. Han is the author of , a book focused on the best ways to engage with people on the trade show floor, in conjunction with an effective exhibit. He is also the author of , which is focused on open-ended, thought-provoking questions which can be used to effectively engage with others on the show floor. Han owns , a training and coaching firm based in . This interview was recorded live in at the luxurious , with host . Please also join us for of this interview with . Email: LinkedIn: Website: /episode/index/show/globalexhibitor/id/23840804

Straight Talk from Han Leenhouts (Part 1) 07/25/2022

Straight Talk from Han Leenhouts (Part 1) This is Part 1 of a two-part interview with author of , based in , . This is one of the most fun, exciting, and inspirational episodes that we’ve had on The Global Exhibitor Podcast! In this interview, hosted by , you can experience Han’s electric personality, and magnetic passion through his dynamic, engaging, and direct (Dutch) style. The primary focus of this episode is the importance of booth staff selection, training and engagement. Han is focused on outcomes! But, far too many get it wrong! As part of his consultative, training, and coaching initiatives, Han works globally with brands to help establish and reach goals for their trade show participation. With clearly defined goals in mind, you can then work to achieve those goals - and recognize when you have or haven’t. Having the goals is important, but is not everything. Making the most of show floor interactions can make or break any trade show participation. Staff training is the next, hugely important component. Much of the booth staff training can happen in the planning phases, but some of it must happen on the show floor, in the actual physical environment in order to fully utilize the exhibit in the way it was designed to be used. Jeff asks Han about his views on staffing a booth with marketing team members vs. sales vs. technical staff. Han talks in detail about how to select the right people to fill the various roles required on the show floor. Han gives his recommendations on the ideal mix of profiles for the roles, and how to play to people’s strengths. He focuses on the importance of booth staff attitude and outlook on working on the show floor. It is critical for them to understand their purpose, as well as the best ways to approach people and start meaningful interactions. Respect for cultural differences is important for working across cultures. But, when looking for ways to engage with others, Han urges people to tap into the most basic and common human characteristics – those things we share in common – rather than focusing on our differences. Shaping questions in just the right way to capture a visitor’s attention immediately is essential in the busy, distracting, and fast-paced show floor environment. Han is a master at engaging both individuals and audiences. is an internationally acclaimed author, keynote speaker, trainer, and coach in the trade show industry. Han is the author of , a book focused on the best ways to engage with people on the trade show floor, in conjunction with an effective exhibit. He is also the author of , which is focused on open-ended, thought-provoking questions which can be used to effectively engage with others on the show floor. Han owns , a training and coaching firm based in . This interview was recorded live in at the luxurious , with host . Please join us for Part 2 of this interview with . Email: LinkedIn: Website: /episode/index/show/globalexhibitor/id/23837573

Tradeshow Engagement Optimization with Lee Ali (Part 2) 04/09/2022

Tradeshow Engagement Optimization with Lee Ali (Part 2) This is Part 2 of an interview with of , based in . Host asks Lee about the Five E’s of Engagement, booth staffing recommendations, and getting the right people in the right places in an exhibit. Lee and Jeff discuss various outlooks regarding the attendee experience model in the post-COVID world. How have expectations of engagements and interactions changed during the past couple of years? What problems are we seeing now? And how are expectations continuing to change? It is more important than ever to staff your booth in the right way in order to achieve more successful outcomes. A key insight that Lee has is that booth staffers tend to do too much talking and not enough listening as they are working an exhibit. Additionally, Lee makes some somewhat controversial statements about whether or not exhibiting is a marketing activity or a sales activity. Jeff asks Lee about how to find the right mix between sales, marketing, product or technical specialists, and senior executives. is an international speaker, entrepreneur, business coach, mentor, sales strategist and a qualified iMA practitioner. He is widely regarded as the go-to source for attendee engagement and lead generation at global tradeshow exhibitions, conferences and live marketing events. Lee's passion from very early on in his business career has been understanding what makes people buy and how to truly connect with them so that they are deeply engaged with what you do. As well as contributing his valuable insights to industry press and media, Lee has been invited to speak at various conferences across the world on audience engagement including; in Malaysia, in Dubai, in LA, in London, in Las Vegas, in Las Vegas, in London and more. Lee also hosts the "" podcast interviewing experts from the tradeshow industry. Lee founded , an award winning exhibition engagement company, to support exhibitors worldwide to engage more attendees to their booth, convert them into qualified sales leads, raise their brand awareness, and deliver measurable results. Since 2007, the Expo Stars team have been supporting exhibitors at all the major global exhibitions including , , , , , , , , , and many more. Lee is also passionate about health and well-being. He is a qualified Reiki practitioner and incorporates the power of positive energy into his unique 5 E's framework for personal, business, sales and marketing success. This interview was recorded online from both and with host . Email: LinkedIn: Website: /episode/index/show/globalexhibitor/id/22736939

Tradeshow Engagement Optimization with Lee Ali (Part 1) 03/17/2022

Tradeshow Engagement Optimization with Lee Ali (Part 1) In this episode, host interviews of , based in . In this episode, Jeff asks Lee about several unique aspects of his work and business model. This is part one of a two-part series with Lee. Lee discusses his Remote Exhibiting Model, which is a new development born in the midst of the , when companies were prevented from traveling due to restrictions of one kind or another. This Model allows companies to still participate in trade shows in a very real, legitimate, and effective way, even when their own staff members cannot attend . Lee also discusses his outlook regarding the attendee experience model in the post-COVID world. How have expectations of engagements and interactions changed during the past couple of years? And how do they continue to change? Due to show attendance still down from the previous era, exhibitors are spending similar (if not more) dollars but getting access to fewer attendees. So, what can and should exhibitors do to address that in the most effective way possible? Lee shares insights on cultural differences and their relative importance in the exhibition world and on the show floor. And he talks in depth about a new phrase which he recently coined, – also known as TEO. is an international speaker, entrepreneur, business coach, mentor, sales strategist and a qualified iMA practitioner. He is widely regarded as the go-to source for attendee engagement and lead generation at global tradeshow exhibitions, conferences and live marketing events. Lee's passion from very early on in his business career has been understanding what makes people buy and how to truly connect with them so that they are deeply engaged with what you do. As well as contributing his valuable insights to industry press and media, Lee has been invited to speak at various conferences across the world on audience engagement including; in Malaysia, in Dubai, in LA, in London, in Las Vegas, in Las Vegas, in London and more. Lee also hosts the "" podcast interviewing experts from the tradeshow industry. Lee founded , an award winning exhibition engagement company, to support exhibitors worldwide to engage more attendees to their booth, convert them into qualified sales leads, raise their brand awareness, and deliver measurable results. Since 2007, the Expo Stars team have been supporting exhibitors at all the major global exhibitions including , , , , , , , , , and many more. Lee is also passionate about health and well-being. He is a qualified Reiki practitioner and incorporates the power of positive energy into his unique 5 E's framework for personal, business, sales and marketing success. This interview was recorded online from both and with host . Email: LinkedIn: Website: /episode/index/show/globalexhibitor/id/22477505