The Trade Show Podcast

In Conversation with Miguel Neves, Editor-in-Chief, Skift Meetings

Miguel Neves leads the editorial team at Skift Meetings, where he and his team passionately tell the incredible stories around the business of events. He has worked in and around events for almost 20 years in various roles covering planning, marketing, social media, and editorial. Miguel has been at the forefront of innovation in event technology and AI for more than 15 years and has closely followed the rapid evolution and impact of AI. He is a Portuguese soul who built a career in the UK and is now raising a young family in southern Denmark. His favourite place in the world is a Portuguese beach on a sunny summer day. Miguel Neves [https://d2j84o4abgbvdf.cloudfront.net/podcasts/showhow2audio/wp-content/uploads/2026/05/17165254/Miguel-Headshots-2-300.jpg]Miguel Neves * In this conversation, Miguel Neves talks about several topics around the Trade Shows industry, including content creation, media role, AI efficiency and deployment, the JWC segmented report on the industry and designing events for a wide swath of ages and demographics. * On artificial intelligence, Miguel takes a balanced but sceptical position. He believes that AI is powerful for tasks like creating marketing copy, data analysis, transcription, and content summarisation, but rejects the notion that AI can be used as a fact checker or source of truth. The idea that firing the workforce to replace them with AI will have untoward consequences. * He believes that Trade shows are a bad investment to collect leads in an age where it can be done practically free of cost using scraping techniques and AI. Trade shows are more middle of the funnel or even bottom of the funnel, and must allow buyers to have conversations with technical people who can answer questions that salespeople can’t. Run time – 01:02:16 Links for Subhanjan  subhanjan@pitch.link [subhanjan@pitch.link]  https://www.linkedin.com/in/subhanjansarkar [https://www.linkedin.com/in/subhanjansarkar]

In Conversation with Kai Hattendorf, Partner, JWC

Kai Hattendorf is one of the most prominent thought leaders in the global business events industry, building on a decades-long legacy of transformation and innovation. He serves as Managing Partner at JWC, the globally leading management consultancy specialising in the exhibition, trade fair, and conference industry. In his decade at the helm of Paris-based UFI, the Global Association of the Exhibition Industry, he spearheaded numerous initiatives and projects to develop the sector, drive public awareness, and grow the association’s reach and relevance. As Chair of the Joint Meetings Industry Council (JMIC), a global Council of international and global associations serving the Business Events Industry, Kai led advocacy efforts, including the “Global Industry Manifesto,” which created a joint narrative for the entire events sector. Working with industry associations and global organisations such as UNFCCC, OECD, and ISO, he set up and supports initiatives, including the “Net Zero Carbon Events Initiative”. Kai’s work in the events industry has been recognised through numerous awards and recognitions around the world. His previous career also includes transformational leadership positions at Messe Frankfurt and in marketing/strategic communications, as well as in strategy and product development in the ITC and Media Industry for the Deutsche Telekom Group, the dpa Group (the German Press Agency), and a fintech start-up. A journalist by education, Kai has reported internationally, working for broadcasters like WDR and Radio Bremen in Germany, Euronews in France, the BBC in the UK, and the Voice of America in the US. He holds a Master’s degree from American University in Washington, DC, and studied in Dortmund and Edinburgh. Kai currently lives in Oslo, Norway. Kai Hattendorf [https://d2j84o4abgbvdf.cloudfront.net/podcasts/showhow2audio/wp-content/uploads/2026/05/01223042/Picture1.jpg]Kai Hattendorf * In this episode, Kai discusses the recent report, the Global Industry Performance Review by JWC, on the state of the trade shows and events industry. Amongst many findings covering 33 exhibition markets, it has become clear that now we are past the post-pandemic recovery phase, and the continued growth of the industry will be more uneven. * Growth in the industry will be driven by value-added services rather than space, although rental costs have gone up. India now stands as the most attractive destination due to a host of factors, including predicted industry growth rates, and this is a new insight for everyone, including India. * Already last year, their same report was the biggest and boldest to date, covering 3 markets and clocking in at about 400 pages. This year’s effort spans 900 pages. The report is a deep dive into the industry, with multiple segmentations based on a plethora of data collected for analysis. Run time – 00:46:06 Links for Subhanjan  subhanjan@pitch.link [subhanjan@pitch.link]  https://www.linkedin.com/in/subhanjansarkar [https://www.linkedin.com/in/subhanjansarkar] Links for Kai Hattendorf: e-mail: khattendorf@jwc.eu.com [khattendorf@jwc.eu.com] Linkedin: linkedin.com/in/kaihattendorf [https://www.linkedin.com/in/kaihattendorf]

In Conversation with Marlys Arnold, Exhibit Marketing Strategist, Speaker, Author & Consultant, Trade Show Insights Blog/Podcast Host

Marlys Arnold brings a unique perspective to trade show exhibiting, with experience as both an exhibitor and a show organiser. For more than two decades, she’s advised thousands of exhibitors through consultations and workshops for events, ranging from local consumer expos to major U.S. trade shows. She has written two books on the subject: the award-winning Build a Better Trade Show Image and Exhibit Design That Works. A respected voice in the industry, Marlys frequently contributes to top publications and podcasts, in addition to hosting the highly regarded Trade Show Insights blog and podcast. She’s also the creative mastermind behind the Exhibit Marketers Café, an online hub for learning. Marlys Arnold [https://d2j84o4abgbvdf.cloudfront.net/podcasts/showhow2audio/wp-content/uploads/2026/04/12201001/Marlys-current-sm-sq-300.jpg]Marlys Arnold * Marlys Arnold discusses the state of the Trade Shows Industry and its evolution with technology changes. She talks about how her podcast also reflects that evolution, while its core focus and identity have remained consistent through industry changes over the years. * Marlys discusses how the industry failed to sustain virtual elements post-pandemic, losing inclusivity for those unable to attend in person—highlighting a persistent “either-or” mindset instead of embracing hybrid as an enhancement. She also advocates for the availability of event elements through platforms post-event, enabling better access. * Marlys suggests shifting from transactional exhibiting to experience-driven engagement—encouraging storytelling, real-world demonstrations, and attendee-focused interactions to build long-term relationships, and promoting innovative interactions geared for the new Gen Z attendees, who are much more introverted than the earlier generations. Run time – 00:46:19 Links for Subhanjan  subhanjan@pitch.link [subhanjan@pitch.link]  https://www.linkedin.com/in/subhanjansarkar [https://www.linkedin.com/in/subhanjansarkar] Links for Marlys Arnold: Award-winning author of:    – Build a Better Trade Show Image – [https://www.exhibitmarketerscafe.com/build/] https://www.exhibitmarketerscafe.com/build/ [https://www.exhibitmarketerscafe.com/build/]    – Exhibit Design That Works [https://www.exhibitmarketerscafe.com/works/] – https://www.exhibitmarketerscafe.com/works/ [https://www.exhibitmarketerscafe.com/works/] Founder of the Exhibit Marketers Academy  Host of the Trade Show Insights [https://www.tradeshowinsights.com/] blog/podcast – https://www.tradeshowinsights.com/ [https://www.tradeshowinsights.com/] Find me on Facebook [http://www.facebook.com/imagespecialist] – http://www.facebook.com/imagespecialist [http://www.facebook.com/imagespecialist] Twitter [http://twitter.com/imagespecialist] – http://twitter.com/imagespecialist [http://twitter.com/imagespecialist] LinkedIn [http://www.linkedin.com/in/marlysarnold] – http://www.linkedin.com/in/marlysarnold [http://www.linkedin.com/in/marlysarnold]

In Conversation with Baptiste Boulard, CEO and Co-Founder, Swapcard

Baptiste Boulard is the CEO and cofounder at Swapcard, which he built after leaving a career as a business lawyer to transform the events industry. He manages the leadership group and leads the go-to-market strategy for the company’s AI-first platform, including Sherlock (AI chat assistant), Launchpad (registration platform), and industry-leading matchmaking technology (Attendees Connect). Baptiste loves working with flagship tradeshows and associations like NAVC, AIAPA, Informa, and Clarion to solve organisers’ biggest challenges—from exhibitor ROI and attendee engagement to digital transformation—through integrated technology solutions that deliver measurable business outcomes. Baptiste Boulard [https://d2j84o4abgbvdf.cloudfront.net/podcasts/showhow2audio/wp-content/uploads/2026/03/19183549/SwapCard_Batch2-20-copie.jpg]Baptiste Boulard * Baptiste believes that human connection is the core value of events, which is what led him to build Swapcard- a system that enables trade show participants to exchange contact information. Successful trade shows are built on facilitating meaningful networking between attendees and exhibitors, because exhibitors’ ROI—measured through qualified leads and connections—ultimately determines event growth, retention, and long-term industry value. * Modern event success is driven by data and pre-event planning that can boost engagement. Around 60% of networking and 40% of lead generation occur before events begin. Opening digital engagement platforms in advance enables attendees to plan and schedule interactions. * In the very near future, AI and data will reshape event technology by automating matchmaking, planning, and operations, moving beyond simple engagement tools. AI assistants will recommend contacts and schedule meetings based on the floor plans of exhibition booths. Run time – 00:55:45 Links for Subhanjan  subhanjan@pitch.link [subhanjan@pitch.link]  https://www.linkedin.com/in/subhanjansarkar [https://www.linkedin.com/in/subhanjansarkar]

In Conversation with Enrico Gallorini, Co-Founder & CEO, GRS Research and Strategy 2

Enrico Gallorini is the Co-Founder and CEO of GRS Research and Strategy, a cutting-edge boutique multinational research firm headquartered in Venice, Italy. Enrico and GRS recently hosted the Human 2 Human Summit at Dubai taking ahead his ideas about In-person and creating a focused discourse. Enrico has dedicated his life to decoding the profound impact that in-person experiences at large human gatherings have on individuals, society, and the world at large. His most significant finding is the unique quality that only live events have, to inspire and drive human evolution. Through his research, he has uncovered remarkable and enduring patterns dating back to the very origins of humanity; insights that remain relevant today and will become even more vital in the future. Described as a forward thinker with a rare intellect and a distinguished expert in the events industry, Enrico is a Strategic Researcher specialising in Visitor Experiences and Author of the book: “In-Person: A Journey Through the Unstoppable Evolution of Events”. He has captivated audiences across 20 countries, delivering keynote speeches at prestigious universities and international conferences, where he explores the transformative power of in-person events. Enrico brings a unique blend of business intelligence, creativity, positivity and passion to the Human-to-Human industry. Enrico Gallorini [https://d2j84o4abgbvdf.cloudfront.net/podcasts/showhow2audio/wp-content/uploads/2025/11/10222411/OneDrive_Enrico_Gallorini_2023_no_background-1-e1762794257938.jpg]Enrico Gallorini * Today, time is the scarcest resource. Enrico Gallorini believes that organisers should intentionally design tiered packages that cater to attendees’ limited time through curated journeys, better matchmaking, and moments of meaningful interpersonal connection. People are willing to pay higher prices for time-efficient, emotionally engaging experiences that go beyond run-of-the-mill experiences. Differentiated pricing can segment audiences, reveal new buyer segments, and generate actionable data intelligence for smarter event design and monetisation. * Many touchpoints, such as registration lines and other waiting areas, waste emotional bandwidth and create uncertainty. Organisers should design these moments with clarity, presence, and engagement, so that waiting becomes part of the experience. Small human cues, rest spaces, and opportunities for reset elevate cognition, serendipity, and connection, ensuring that in-person time feels intentional, welcoming, and emotionally rewarding rather than chaotic. * Enrico is critical of conferences that are ego exercises by sponsors or prioritise AV spectacle rather than speaker quality and preparation. He urges reallocating the budget toward credible speakers and meaningful formats. Likewise, exhibitors should staff booths with technical and domain experts—not just salespeople—so that visitors gain real insight, problem-solving value, and differentiated learning that justifies travelling to an exhibition. Run time – 00:43:29 Links for Subhanjan  subhanjan@pitch.link [subhanjan@pitch.link]  https://www.linkedin.com/in/subhanjansarkar [https://www.linkedin.com/in/subhanjansarkar] Links for Enrico: You can order the book here – https://a.co/d/2ONITzr [https://a.co/d/2ONITzr] GRS Research and Strategy (www.grsnet.it [https://www.grsnet.it]) https://www.linkedin.com/in/enrico-gallorini [https://www.linkedin.com/in/enrico-gallorini]