267 - How to Host a Successful Offsite Event with Wine Expert Michael Green

UK vs US Trade Shows: What Exhibitors NEED to Know Before Going Overseas!

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

UK vs US Trade Shows: What Exhibitors NEED to Know Before Going Overseas!

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

UK vs US Trade Shows: What Exhibitors NEED to Know Before Going Overseas!

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

267 - How to Host a Successful Offsite Event with Wine Expert Michael Green

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

266 - 4 Killer mistakes You are Making and How to Fix Them

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.