8th Diamond

About seven weeks ago life changed a lot for most of us, due to social distancing measures designed to reduce the spread of the Corona virus known as COVID-19. Trade shows and exhibits ground to a halt. Some of my colleagues were in exhibit halls with freight when their events abruptly cancelled. EXHIBITORLIVE was postponed for the first time ever.

Zoom meetings are the new video conferencing tool, creating the virtual board room, office, event venue, and classroom. However, it is essential to stay in control of your Zoom meetings. Here is timely, very helpful information on how to do that, from my super-smart, tech-savvy sister-in-law, Amy Groves:

You do not need to be Zoom bombed. Zoom now has passwords and waiting rooms enabled *by default.* You can also control who is able to share their screen with others. And you can eject any participant instantly. To control your settings for all of your meetings, just go to your account at zoom.com (this will redirect to zoom.us if you’re in the US) and log in. Look under Settings - Advanced. All the settings are laid out on one screen for you. Or if you’re already in a meeting and want to tighten up security, click the Security button at the bottom of the screen. (And by the way, if you’re moderating you should be on a laptop, not a tablet.) And don’t forget that, as moderator, you can always eject a participant by hovering over their name and clicking on the More button. If you’re logging into someone else’s meeting, always use your full, real name so that the moderator knows who you are and will feel confident moving you from the waiting room into the meeting.

I’m proud to once again be one of the speakers at EXHIBITORLIVE 2020 in Las Vegas. It’s a privilege to be presenting with “Trade Show Bob” Milam from 3:35 to 5:15 PM on Tuesday, March 31st. 

The 2020 conference takes place March 29 through April 2, a little later than usual. I’m enjoying the preparations, and looking forward to the events and sessions. 

I always enjoy seeing friends and colleagues, meeting new people, and observing the latest trends in exhibit marketing.

This year I will attend the Women In Exhibitions Breakfast for the first time. It’s set for 8:00 am on March 31st in the Connection Zone at Mandalay Bay. 

Looking back on 2019, here are some of my highlights. (I’m not including  reports about EXHIBITORLIVE, since that is already well documented in previous posts.)

Comic-Con International San Diego

As some of you know, Neal and I own a small creative business, Swords & Circuitry Studios. We are storytellers, for film, audio drama, computer games, and more. We promote S&C by being visible at various events each year, including at Comic-Con International in San Diego, and by organizing panels that our audience finds compelling. 

We had two panels at Comic-Con this year, one on podcasting, moderated by Neal, and one on writing for computer games, moderated by me. These are topics we often cover, with variations on panelists, as they are in-demand topics. Many attendees are aspiring writers and podcasters.

Ready to moderate the “Designing Narrative for Computer Games” panel at San Diego Comic-Con International, July 19th, 2019.

Our distinguished narrative design panelists: Neal Hallford; Anne Toole, Xavalier Nelson, Jr.; John Zuur Platen; Desiree Proctor; and Erica Harrell.

Portfolio Power Working Weekend, San Diego

Portfolio Power Working Weekend participants in San Diego, July 27, 2019.

Candidates in the Certified Trade Show Marketer program must successfully complete a portfolio documenting their work as a requirement for certification. Jobs and other aspects of daily life can make that a challenge. A group of candidates gathered in San Diego the last weekend of July 2019 for distraction-free work on their portfolios. I’ve been an on-site advisor for this many times, but this was the first time I led the workshop, along with fellow CTSM Diamond Janice Breuer, and Christine Sionne, who is at the Gold Level and well on her way to reaching Diamond status. Outgoing director Janice Nelson called in for questions.

American Chemical Society, San Diego

My smart big sister Dr. Mary Ondrechen is a distinguished chemist, university professor and researcher. I am a trade show professional. For the first time, we were both at the same trade show: the American Chemical Society conference in San Diego (our hometown) in August.

Somehow in all the excitement we didn’t get a photo together, but we did each get a photo with one of the Society’s cute mascots.

The quiet before the show!

Meg A. Mole with my sister Mary.

With Meg A Mole at the American Chemical Society Conference.

My sister liked this T-shirt.

Recording for an Upcoming Audio Series

Recording another audio drama, September 2019. Swords & Circuitry is creating an audio drama series called “Uncharted Regions.” (Think Twilight Zone in audio format.) 

EXHIBITOR FastTrak Denver

The EXHIBITOR FastTrak conference in Denver was at The Curtis. This hotel had a fun, retro-inspired vibe. (Our floor had a hallway with a “hair” theme -- a big portrait of Marge Simpson with her signature blue beehive, “hair band” guys, and more. Another floor featured old-school record players.) It was a good venue for a small conference. Neal accompanied me for this short trip.

Bob Milam and I presented our session on exhibiting for companies with niche markets and long sales cycles. Before that, I attended two sessions. So many CTSM candidates reference Jerry Gerson’s “Basic Project Management and Reporting Skills” I took it again just to refresh the information. The other was about events.

As always, I loved talking to attendees about the CTSM program, and am now advising two of them. 

After the sessions, Neal and I took part in a Downtown Denver Walking Tour networking event with many of the FastTrak participants. It was fun.

Union Station, Denver.

One of the stops on our food tour: Zoe Ma Ma near Union Station.

Our flight left late the next day, so Neal and I had a chance to explore Denver a little more.

Lawrence Argent’s beloved 40-foot “Blue Bear” sculpture at the Denver Convention Center.

"The Dancers,” a pair of 50-foot high statues by Jonathan Borofsky at the Denver Performing Art Complex Sculpture Park. The Performing Arts Complex is impressive, with multiple theatres.

While Neal and I were distracted by Denver’s charm, he got a call from a journalist for an interview that had been arranged. We promptly sat down at an outdoor table at Chow Morso Osteria, and I ordered food while Neal talked. Lunch was quite good.

Tattered Cover Book Store, Denver. (Photo from their web site.) Neal first visited Denver as a child on a family road trip, and was enchanted by the book shops. This trip did not disappoint. We had a great time at Tattered Cover Book Store. It is a beautiful shop, in the historic Morey Mercantile Building. Contrary to the name, though, most of their books are new. I assume the idea is that their books will become well worn by people who love them.

A few of the books at Tattered Cover.

Earlier I covered the 2019 CTSM Dinner and exhibit trends I observed on the show floor. Here now is my annual “scrapbook” of other aspects of my conference experience, including the journey to Las Vegas.

Neal and I decided to drive to EXHIBITORLIVE 2019, rather than fly. A week before the conference we questioned our decision, as SNOW was on the ground in Las Vegas! It’s not unusual to see snow on the nearby mountains, but having the famous Strip blanketed in white is rare. One attendee said she remembered it snowing at EXHIBITOR more than 20 years ago, but I must have missed that year. (I’ve attended every year since at least 2003.) 

We had a fun road trip. Stops included Baker, California, home of the World’s Tallest Thermometer and Alien Fresh Jerky.  Since our last visit, Alien Fresh  Jerky upgraded its exterior, added a coffee place that looked about ready to open, and has a little UFO theme hotel in the works! This is something I’ll keep in mind for creative meetings or unusual event venues.

Alien Fresh Jerky.

Alien Fresh Jerky had a makeover since our last visit, with a new, improved façade, a coffee place in that back that looked ready to open, and, behind that temporary wooden fence, a UFO-theme hotel under construction.

Luckily by the time we left Southern California the roads were clear. We did see snow all the way up to the pavement in a few places when we neared the California-Nevada border.

The roads were clear, but there was still some snow on the ground as we neared the California-Nevada border.

This year the speaker hotel was The Delano, rather than Mandalay Bay. I had not stayed at The Delano since its THE Hotel days. I’ve always liked the suites. A sitting room and a guest bathroom are perfect for business meetings or just having visitors. 

Cute postcards with puppies welcomed us to our suite at The Delano.

The décor has gone to lots of WHITE to off-white and a few soft neutrals. That took a little getting used to, but the suite was as comfortable as ever, and the plain look worked well for turning the living room into a temporary film studio.

The bedroom. It was quite white.

Our living room at The Delano only looked like this when we first arrived and when we checked out. The rest of the time it functioned as a temporary film studio.

Neal and I took children's books to the book drive for Spread the Word LV, a non-profit that gives books to children and youth who otherwise might not have the joy of book ownership. This is what we brought this year.

Books for the book drive: Go Dog, Go!; Counting on Katherine (two copies); I am Sonia Sotomayor; Animals Helping with Healing; and Little Ladies: Bold Women in Black History.

We were told Go Dog, Go! is one of their most-requested titles. Next year we will bring multiple copies! We were given book marks to inscribe, and I asked Neal to write “Read Dog, Read!” on the bookmark for that classic.

On Monday my first session was a new one, “Optimize Program Performance: How Illumina Prioritizes Shows and Drives Results,” presented by Dave Frazer, Manager of Research and Analytics at GES and Vanessa Schultz, CTSM Gold, Senior Manager, Corporate Marketing, Events Center of Excellence at Illumina. I was glad to hear their thoughts on ranking and scoring shows, and compiling and reporting results.

Immediately after, I attended another new session, “Escape the Tyranny of ROI and Measure What Actually Matters.” My main complaint is the presenter allowed way too much time for questions, and the session ended at least fifteen minutes earlier than it should have. That is not supposed to happen.

Tuesday was my day to present, so I took my final class on Wednesday, “F&B, Hotels, and DMCs: Information to Bring More to Your Bottom Line,” by Kathleen Gunderson, CTSM Diamond, AVP Tradeshows and Events Project Manager, Wells Fargo. This was worthwhile, as a refresher course on Food and Beverage, and a good reminder of how the market changes. Many of us remember how much we could negotiate for when hotels were struggling, but that’s not the case these days. 

The session Bob Milam and I taught on “Effective Exhibiting for Companies with Niche Markets and Long Sales Cycles” sold out! And I was surprised that some of my fellow CTSM Diamonds came to “Ordering Electrical Services,” the very basic 45-minute session I presented with shiny new Diamond Glenda Brungardt. They said they always wanted to be more confident about this, and I was delighted. This is EXACTLY why I created this class! 

Another surprise with the electrical session -- the room was set with different types of custom furniture. Apparently this was done as an experiment for some of the sessions. Most attendees liked sitting in comfy chairs or on couches, but at least one sat towards the back at a high table, because it provided a surface for writing.

Each year, trends shift in the exhibit world. Some times the changes are dramatic, other times they continue a previous established trajectory. Here’s a look at trade show trends I noted on the show floor at EXHIBITORLIVE 2019.

EXHIBITORLIVE 2019 Exhibit Hall. 

Exhibit Houses Advertising Trade Show Measurement

Exhibit measurement is nothing new. The legendary Skip Cox founded Exhibit Surveys in 1963 and created the field, setting standards for our industry. Others followed in his footsteps, and the rise of technology continues to put the ability to measure into more and more hands. I must say, though, I’ve never seen more exhibit houses advertising trade show measurement than on the show floor at EXHIBITORLIVE 2019. No doubt this is a response to Freeman’s acquisition of Exhibit Surveys three years ago.  Several exhibit houses emphasized and even illustrated that they can help clients measure results. GES in particular made measurement its focus this year, supported by a custom tailoring theme. Their theme reached beyond the show floor to the sessions -- Dave Frazer, Manager of Research and Analytics at GES was co-presenter of “Optimize Program Performance: How Illumina Prioritizes Shows and Drives Results.”  

GES made use of a tailoring theme, with tape measures and dressmaking forms, to call attention to trade show measurement.   Dave Frazer, Manager of Research and Analytics at GES, speaks to visitors. Dave was co-presenter of “Optimize Program Performance: How Illumina Prioritizes Shows and Drives Results.”   @GESGlobal

The GES booth headers called out  “The Bespoke Experience” “A Pattern for Success” and “On the Cutting Edge.” @GESGlobal 

GES did more than present a strong theme of measurement. They also won the Best of Show Best Booth Staff Award for EXHIBITORLIVE 2019!

The Exhibitus booth had a “Good Measure: Analytics Made Easy” message with a cooking theme. @exhibitusinc

Zone motion measurement. (A little branding would help here.)

Greater Emphasis on Lighting and Changing Colors, as  Dramatic Elements of Booth Design

For the past twenty years lighting has become increasingly important in both architecture and interior design. Exhibit design tends to follow architectural and interior design trends, so greater and more prominent use of lighting and changing color in trade show displays is not surprising. The appearance of a booth can be easily and inexpensively changed by lighting and flat screen displays.

Lights changed color at the TLL Top LED Lumination booth. @TExhibits

Makitso booth. @MakitsoDisplays

Colors and patterns changed on the beMatrix booth. @beMatrixUSA

Booths Framed by Large, Open Geometric Shapes

This open booth trend, often featuring a series of geometric shapes, remains strong.

The Trade Group booth featured an open booth with geometric shapes.

Attention-grabbing light and open, geometric shapes showcased trade show flooring!

Big, bold Highmark booth. @HighmarkTechSystems

Matrix Frame USA made use of light and open, geometric shapes, along with “hand written” look writing, as if the walls were whiteboards. I noticed lots of white booths this year, even for booths not utilizing color lighting. 

Aluvision used light, squares, and other shapes to define its exhibit space.

The Rounded Cube

The retro-inspired rounded cube has been around for the past few years, but it is getting even more popular.

The EXHIBITORLIVE Meeting Point Lounge made use of the rounded cube. @EXHIBITOR

The rounded cube trend was found throughout the Event Architecture booth. The black really made this elegant exhibit stand out! @eventarchus

ExhibitForce booth with interlocking rounded cube shapes. @EXHIBITFORCE

Lots of White and Soft Neutral Tones

For all of the changing color and light on the show floor, they were a lot of white booths, along with many soft neutral tones. White was popular even with booths that were not changing their colors with light. 

As I mentioned, interior design trends influence trade show displays, and the white and soft neutral look described my suite at The Delano. (The rooms were VERY white.)

Aisle-Spanning Booths

New Graduates, New Diamonds, and the End of an Era

The annual CTSM Dinner is always a special occasion.The 2019 event honored 40 new Certified Trade Show Marketers. In addition, dozens of CTSMs received certification upgrades, including two at the Diamond Level. It was also memorable because Janice Nelson, Executive Director of the CTSM Program since 2001, announced her retirement just a month ago. Therefore this was the last CTSM Dinner presided over by Jan.

Under Janice Nelson’s guidance, the CTSM program has flourished, When Jan took the helm 18 years ago there were 50 graduates. Today there are more than 650. During her tenure FastTrak conferences and online classes were implemented, giving candidates more opportunities to take required classes and electives. Through all of this, Jan has been calm, kind, wise, and very committed to the educational and ethical integrity of the program. And like the true leader she is, Jan has helped many become leaders in the program, encouraging graduates to become mentors and advisers to new candidates. In 2011 the Diamond Level was created, and today there are 18 people with that designation. Jan not only made service to the industry and the CTSM program key requirements of Diamond status, but also charged all who achieve it to continue that service as part of their leadership role. She did mention her departure during the dinner, but urged everyone to remember “we” are the program, and to keep it moving forward. We had a moment to cheer for her and thank her for her contributions.

Jan will stay on board until around June, when a new Executive Director will take over.  She is leaving the program in great shape, poised for further growth.

Going over the 2019 CTSM Graduate Dinner program with Janice Nelson, Executive Director of the CTSM Program, before the festivities begin.

The featured speaker was Amy Sondrop, President of Access TCA. Access TCA sponsors the CTSM activities at EXHIBITORLIVE. Amy is young, with tremendous energy, and her company’s continued support is much appreciated.

After the speakers concluded, Dominique Cook and Steven Marchese announced the Bronze upgrades, then Janice Breuer announced the Silver and Gold and the Gold upgrades. (Kathleen Gunderson, originally scheduled to announce the Golds, was delayed in travel.)  

After Katharine Chesnut and I announced the new graduates, Diane Fox Benson announced the new Diamonds, Glenda Brungardt and Betsy Earle. Betsy, our 17th Diamond, is the founder and managing director of Event Driven Solutions LLC, a trade show and event consultancy based in Tampa Bay, Florida. Glenda, our 18th Diamond, is a member of the Customer & Partner Experience team for HP Inc. and is responsible for executing strategic pan-HP tradeshows and events. 

Janice Breuer, above announcing the Silver upgrades, the Silver and Gold upgrades, and the Golds. (Kathleen Gunderson, who was to announce the Gold upgrades, was delayed in travel.)

Announcing the second half of the new graduates. Katharine Chesnut introduced the first group. I was delighted that my list included Lindsay Nation, “my” advisee.

Diane Benson introducing the new Diamonds. This year we welcomed Glenda Brungardt and Betsy Earle.

With “my” advisee, Lindsay Nation, Event Planner, Corporate Events, for CVS. 

Our newest Diamonds, Glenda Brungardt and Betsy Earle. Betsy (right) is  the founder and managing director of Event Driven Solutions LLC, a trade show and event consultancy. Glenda (left)  is a member of the Customer & Partner Experience team for HP Inc. and is responsible for executing strategic pan-HP tradeshows and events. 

Janice Nelson with the Diamonds. Front row, left to right: Glenda Brungardt, Gail Hernandez, Dominique Cook, Janice Nelson, BJ Seyler, Melanie Swanson, Diane Fox Benson. Back row, left to right: Betsy Earle, Janice Breuer, Sue Hatch, Katharine Chesnut, Steve Marchese, Jana Hallford. 

Our newest Diamond, Glenda Brungardt, generously brought Cristal for everyone to a post-CTSM dinner party!

There are seven sections to write and illustrate for your Certified Trade Show Marketer portfolio, but you will also be evaluated on Criteria 8: OVERALL FORMAT AND CONTENTS. The best and most up-to-date information on creating and formatting your CTSM portfolio can be found in the CTSM area of the EXHIBITOR web site. 

Following instructions, including those detailed in the Portfolio Checklist, will help you turn in a successful portfolio. The Portfolio Checklist is an extremely valuable resource. I can’t emphasize that enough. It’s a roadmap to getting where you want to be. Check the contents of each section, and make sure you’ve provided everything required.

All seven sections must be present and well organized. Listen to your advisor’s feedback about this. I’ve had to tell more than one candidate that they could not omit a section, or submit one that was way too brief and vague. And once or twice I’ve had to stop a candidate from adding a section not included in the checklist. (There’s room to be creative with your portfolio, but be creative within the required sections!) More commonly, some candidates put information in one section that should be in another.

In addition to the seven sections, you need to include a title page, table of contents, and a session reference page. 

An appendix is optional. If fact, as I’ve said before, an appendix should only be used if you have a lengthy exhibit schedule, lots of survey data, multi-page RFPs, or other key information too extensive to fully include in the body of a section. Do not put material in an appendix that belongs in the sections themselves, or things like extra photos of your booth or event. If you do put material in an appendix, reference it by page number, or by tab, in the text of your portfolio.

All photos and illustrations should be captioned, and the captions should be in type large enough to be easily read.

Your entire portfolio should be in type that is easy to read. Background graphics or attractive headers and footers can add visual interest, but not if they make it tougher to read the contents.

Separate each main section with a tab. Use plastic-coated tabs, as paper ones bend easily in transit, and print on them can flake off. Tab only the required sections, and the appendix, if you have one. Do not tab sub-heads.

Reference a minimum of 8 CTSM-required sessions and 2 elective sessions. You are welcome to include more. You may reference a specific session more than one time, but keep in mind it still only counts as one session reference. In other words, you need to reference at least 8 DIFFERENT required sessions plus two DIFFERENT electives. 

Get help with proofreading. When working on a long document, it’s very easy to start overlooking typos and missing words, because you know what you meant to say. Have someone, or better still, more than one person good at proofreading go over your final document before sending it in for review. This is a professional document, and you want to be at your best.  If you're advised to get assistance with writing and grammar as well, do it. One candidate turned to an English teacher and an English professor for help in this area.

Once all of the above is done, combine all the sections, plus the title page,  etc. into one document, print out a copy and check that all page references are correct. 

Send a digital copy of the combined portfolio to your advisor for final review. 

Once your advisor has signed off on your portfolio:

Email a professionally done, digital headshot to the CTSM Office.

Prepare 3 hard copies of portfolio, with a CD or flash drive digital version attached to each, and send them to CTSM Office. These copies will be sent to the members of your portfolio review committee. (The copies will go back to the CTSM Office after review.)

You have a choice of types of binding for the hard copies you submit. Three-ring binders offer the most flexibility.  If you find an error or decide to add something just before you send in your portfolio, or if your review committee needs you to re-do and re-submit a section, three-ring binders simplify the process.

Heed the adage: “If you don’t have time to do something right the first time, when will you have time to do it over?” Not preparing the hard copies properly will only delay the certification you seek. Seriously, I’ve seen portfolios that met all of the criteria for content get sent back for revision because of format.  Don’t do that to yourself.

Avoid turning in your portfolio at the last minute. If the deadline for completing your portfolio is coming up, or you want to be part of the next CTSM graduation ceremony at EXHIBITORLIVE, be mindful of the deadline for submitting your completed portfolio and make every effort to finish it well before then. Allow some time in case you need to make revisions. Rushing can significantly impact the quality of a portfolio.

If working right up to the deadline is unavoidable, as in the case of a recent advisee whose major annual show took place weeks before the deadline, plan carefully and do every that can be done in advance ahead of time.

After completing Sections 1 through 6, you’ve done the bulk of the work on your Certified Trade Show Marketer portfolio. Many candidates try to rush through Section 7: CONCLUSION, but please don’t give in to that temptation! This part provides a important opportunity to not only wrap up this project, and sum up what you’ve learned, but also make recommendations for the future. This is a fine opportunity to show you, as a marketer, have a sense of the “big picture,” and where you’d like to take your program.

Begin with wrapping up your event or program of focus. How did it go? What was the impact? Was your manager or client pleased? 

Here’s how the recommendations here differ from those you just made in the last section. In Section 6, you made recommendations specific to the particular event covered in this portfolio. In Section 7, you make recommendations for your overall program. 

Make recommendations you hope to implement in the foreseeable future. The next one to three years is a good time frame. For example: “I hope to introduce post-show surveys and develop a method for incorporating what we learn into our future plans.” “A newer, lighter weight modular booth will be a good investment when we are able to get the purchase approved. In addition to updating our look, the savings on shipping would be significant.”

You can also state what you’d like to improve in the long run and how you’d like to do it, even if you don’t currently have the ability to carry it out. “We could do much more with social media. There are no plans to expand our marketing staff, but when we are able I hope to hire a social media specialist.”

Sum up what you’ve learned along the way, including from the CTSM program and the portfolio process. How has this experience shaped or developed you professionally?

The work you’ve shown in Sections 4 and 5 should all support the measurable objectives you set in Section 3. Now it’s time to pull everything together in Section 6: MANAGEMENT OF RESULTS REPORTING. You’ll also explain how you report your results to your organization or client.

To get started, copy the table you created in Section 3, and add two more columns: Results and Recommendations for the Future. Begin filling in the information, and make notes to yourself about any metrics you need to track down and obtain. Be clear and concise. You can elaborate further in the body of this section.

Set up a table like this, and fill in the required information. (Source: Course 710 - Preparing, Developing & Submitting a Quality CTSM Portfolio.)

Key sources of information for Section 6 can include: survey results; counts obtained on site, lead forms, records of appointments set, sales data, and anything else that documents results. Gather and file this information as you obtain it.

While writing this section, you may need to recap some things you already discussed, such as the high points of your Integrated Marketing Communications campaign.

At times you may feel like you are stating the obvious, but that’s fine. Don’t leave it to your portfolio review committee to connect all the dots.

Tell who you report to with your results. A management team? Client? Your Director of Marketing? Do you send a report, or a make a presentation? What was the reaction?

In Section 4, you showcased the creation and cost of your event space.  Now for Criteria 5: MANAGEMENT OF INTEGRATED MARKETING COMMUNICATIONS (IMC), you go beyond the physical environment to show how you communicate with customers, prospects, and internal stakeholders to help meet the goals set in Section 3. This is a very rich section, and an excellent opportunity for you to shine. 

Your portfolio reviewers are looking for effective and creative message integration with good visual evidence. To get started, review all forms of marketing for your event, before, during and after. The greatest focus is on external marketing, but you may include internal messaging that supports your goals.

Create a table with the following headers: Method of Communication;   Rationale; Target Audience; Measurable Goals; Assessment Method; Results, Recommendations. Fill in the information for each part of the table clearly and concisely. You can elaborate further in the body of this section. Creating this table will help you provide the information required. 

As with Section 3, you need measurable goals. Tie goals and results to the overall goals set in Section 3. 

Your rationale for each method of communication is important. Why did you chose it? 

Your results may not always hit the goals you set. This is not unusual, no matter how skilled and experienced you are at IMC. You can address that under “Recommendations.” If any of your marketing campaigns use new methods, or you have not set objectives before, the results you receive provide valuable benchmarks for next time. Be sure to note that. If a previously successful marketing effort does not perform well, examine why and consider doing something new going forward. Discuss these discrepancies and what you plan to do next time.

Provide photos and illustrations, all captioned with easily readable type. I know I keep saying this, but it really is essential.

You already covered booth graphics (or event signage) in the previous chapter. Here you can touch on and provide illustrations showing how your marketing campaigns tied in, thematically and visually with your event space. 

For some candidates, this portion of the portfolio is daunting, especially if  marketing is handled by someone else, or a separate team, or the budget is small. One candidate I advised insisted her company didn’t DO marketing. I’ll address these scenarios one at a time.

What if you are a trade show professional, but not be the person who handles IMC for your company or client? Don’t panic. You can still complete this section. Remember when you introduced yourself and your role earlier, along with the colleagues on your team? The person (or persons) handling IMC should be listed with those key people. For this section, you’ll need to obtain the required information, tell who carried out the marketing programs, and relate how your work supported their efforts. For example, it was your responsibility to make sure the booth tied in visually with the overall look of the campaign. You assigned staff for the survey kiosks, and worked with your exhibit house to created a space in the booth for marketing presentations.

Whether you are carrying out the marketing communications directly, or supporting whoever handles it, have a plan set in advance for collecting the results so you’ll have them for this section. Sometimes, especially in large companies with separate “silos” for various functions, candidates have a tough time getting all of their data. If this could be a problem for you, talk to the right people in advance, and enlist their help in getting this information.

What if your company “doesn’t do marketing?” The candidate I mentioned above, who said her company didn't do marketing, worked for a trade show company that coordinated exhibits for government agencies. She said they were not allowed to do marketing. But the truth is, all companies need customers, and do something to find business. I noted she’d indicated the company she worked for had registered as a woman and minority-owned business, and was approved to pursue Federal government procurements. I explained that by doing these things they were seeking and getting work. Plus there was at-show messaging then follow-up. She did manage to complete this section and get certified.

Now that you have selected your show of focus, you can turn your attention to Section 4: MANAGEMENT OF EXHIBIT DESIGN/PRODUCTION. This covers the look of your exhibit or event space.

Don’t be intimidated by this section. If you are responsible for getting a new exhibit build and have a big budget, great. But if you don’t, you can still do this section and do it well. If you are simply creating new graphics for an existing booth, be it a large display or a simple pop-up, you’re going to be fine.

If your portfolio is about an event, such as conference or meeting, this section is about your event signage and your space planning, including any kiosks, counters, meeting spaces, off-site plans and logistics, etc. Include all of the information required, including your strategies, budget, and visuals.

If you are getting a new booth, or have been through the process recently, explain the Request for Proposal (RFP) process, and what drove your choice of vendor and design. If you already have a relationship with a design house, or just need some graphics swapped out, state that and rather than a RFP, supply your “Needs List,” itemizing what you need for your show of focus.

Whether you are providing an RFP or a Needs List, include:

Production Strategies. Is your exhibit house providing everything, or are you having graphics created in-house? If you have a new build, or are re-configuring a modular booth, describe the process, including your walk-through and approval steps.

Budget Plan/Actuals/Variances for exhibit build and overall show, with numbers. A chart or table is recommended. If your budget information is confidential, use percentages. 

Visual Evidence: renderings and a diagram of the booth, and enough photos of the actual booth and graphics to show how the concept was realized, and how they worked in your space. Caption all illustrations, throughout your portfolio, in easily readable type, and don’t be afraid to state what seems obvious to you. You might think everyone should just know which photo is of the old booth, or the old signage, but go ahead and spell it out. Please. 

If you were responsible for getting a new exhibit built a few years ago, or changed the graphics for an earlier show and plan to re-use them for your show of focus, explain that and provide the elements listed above.

You can draft your first two sections before choosing your show, event, or client of focus. Obviously, when you reach Section 3, INTRODUCTION TO SHOW OF FOCUS & MEASURABLE OBJECTIVES FOR THE SHOW, you need to make a choice. Take your time and choose carefully.

Look over the portfolio requirements and the Portfolio Evaluation Form. You need to choose a show or event that will provide the best elements for each section. Sometimes the choice is clear and easy, but sometimes it is not. 

When I started my own portfolio years ago, I was working for a general show contractor, in a division that did exhibit rentals. My work flow was not in the same order as the portfolio requirements. I created direct marketing campaigns aimed at exhibitors for upcoming shows. Leads came to me, then I distributed them to my sales people. (I made a chart to compare my work flow with the required order of the sections, but presented my information in the standard format.) I decided to track each lead, and that the first client who got a good-sized booth from us and submitted an evaluation form afterward would be my client and show of focus. There were two particularly good prospects, and ultimately the best one won out. I give this example simply to show it might take some thought and patience to choose.

There is no single way to select the focus for your portfolio. But please keep the following in mind:

Your show or event of focus needs to be recent, as in something that took place within the last year or two. Keep in mind if it takes you a while to create your portfolio, that event will get older as you work. What starts as a two year old show can turn into a three or four year old show, and you don’t want that to happen. Once in a while a candidate is obsessed with a big splashy show that is just too old, when a smaller, more recent one would be a better fit. I had to explain to one candidate that your portfolio is supposed to show how you’ve applied what you’ve learned in the CTSM program, and her event happened before she’d taken most of her classes. 

Once your show is selected, you can explain why you chose it, the demographics of the show (readily available from the show organizer) and your target audience. Help your readers understand why this show is important,

You must have measurable objectives. You cannot submit a CTSM portfolio without them. Believe it or not, even now, in the 21st Century, I have some candidates state firmly their company does not measure anything. In these cases, I tell them to set their own objectives and get metrics from them. Please, please, don’t try to come up with objectives after the event is over. Set them ahead of time and gather real data. Your portfolio is more than a formality for becoming a Certified Trade Show Marketer. This is going to take some effort.

There are so many things you can measure: leads, appointments set, attendance at in-booth events or sponsored events, response to pre-show marketing, surveys, press coverage, retweets, sales data, sample products handed out, web site hits, and more.

Measurable goals require numbers. A soft goal or general goal such as “launch new products“ is not acceptable. You need goals with numbers, such as “get at least 100 people to attend our in-booth presentations on the new product line,” or “take 50 orders for Product X.”

Create a table with four column headers: Strategies, Tactics, Assessment Methods, Measurable Goals. Later, in Section 6, you’ll take this same table  and add a fifth column header for Results and a sixth column for Recommendations for the Future. (Do not include any results or recommendations in Section 3.) You can elaborate further outside of the table.

This table shows the format you should use for your object. (Source: Course 710 - Preparing, Developing & Submitting a Quality CTSM Portfolio.)

Don’t just make this chart and set it aside. Your objectives should be in front of you while you plan your event of focus, and while you write the next two sections.

Once you’ve drafted your VITAL STATISTICS section, introducing yourself and your company, you can turn your attention to Section 2: OVERVIEW/SHOW SCHEDULE. Like the first section, this is something you can work on even before settling on your show of focus. Here, you explain your program and show schedule.

Does your position focus on trade shows and events, or do you also do other types of marketing? If your shows are seasonal, what do you do during the “off season”? Are you on the vendor side of the exhibit industry? Part of a team of event coordinators for a large company? Whatever your role is, use this section to give more information, and to provide your show schedule. Include each show name with the acronym explained, dates, location, and size of booth.

If your full show schedule will fit on one or two pages in easily readable type, include it in full in this section. If your show schedule is extensive, tell how many exhibits you are responsible for, and provide a table of your most important shows -- the top five or ten, perhaps, then include your full show schedule in the appendix.

Please note that unless you have a heavy show schedule, or a great deal of survey data, it is entirely possible to produce an excellent portfolio without the use of an appendix. Too many candidates put things in appendices that do not need to be there. Avoid making your portfolio review committee refer back to an appendix too often, especially for material that ought to be in the main sections.

Be sure to note any major changes you’ve implemented in your program, along with any special circumstances, such as mergers, acquisitions, company name or logo changes, cut-backs or expansions to your program or budget, or if your company is relatively new to exhibiting. If you don’t have any special circumstances, that’s fine.

It might take some time and thought to give yourself credit for what you do. Often candidates are so used to doing their particular jobs they cannot see what is special or important about what they do. Your advisor might help you see your work from an outside perspective. For example, one of my advisees on the vendor side of the industry worked for a well-known exhibit house and talked about his client. I asked him about his other accounts and learned he had ONE client -- a large automobile company. I explained that was worth mentioning, as being trusted with an account that was so major it was a full-time job said something about the level of confidence his company had in him. 

Is attaining your Certified Trade Show Marketer designation one of your goals for the new year?  Wonderful! When you register for your portfolio, you will be assigned an advisor, or you can request someone you know to fill that role.  

If you’re wondering about this step, or even worrying that you might not be able to create a portfolio, here are some insights from someone who has helped many candidates create successful portfolios, and also helps to review and approve portfolios.  This is the first of eight posts that I hope will give you a better idea of what’s ahead. 

Like many daunting projects, your CTSM portfolio is easier to deal with if you break it down into smaller tasks. Here are some tips for getting started.

First and foremost, log into the CTSM section of the EXHIBITOR web site for the latest, most up-to-date information and the Portfolio Registration Form, which should be submitted once you are ready to begin. Even before you register, I encourage you to look over valuable resources online, including the Portfolio Checklist for Candidates and the Portfolio Evaluation Form. These documents provide detailed information on what needs to be in your portfolio, and how it will be evaluated.  

The first section, VITAL STATISTICS is something you can draft before you even chose a show or event of focus. Your portfolio is your professional story, and it begins with information about yourself -- your educational and professional background, what brought you into the exhibit industry, your current job responsibilities, and who you interact with in your position. The colleagues you work with could be people in your department, in other departments of your company, outside vendors, or any combination of the above. Mention who you report to, and if you have a managerial or supervisory role, who reports to you. You will be referring back to these team members in later sections. 

You can review excellent examples of completed portfolios on the CTSM section of the website, and at EXHIBITOR conferences. I encourage you to do this early on. It helps demystify the process. You’ll see although the candidates all provide the required elements in the same standard sections, they are all different, and not just in terms of companies, products, and shows. There is room for self-expression.

There is no need to write at an overly elevated or academic level. When I work with candidates, I’m often told my admonition “This is YOUR story and it should sound like you!” really helps free them to write. Your portfolio should sound like your professional self. 

Education varies from candidate to candidate, from no higher learning to advanced degrees. What you do as a trade show or event professional is what matters most here. I’ve had some candidates, all successful business people, express embarrassment if they never went to college or completed a degree. They had been promoted from clerical positions and done well. In each case, I was happy to explain there is nothing wrong with learning on the job and working one’s way up. Furthermore, how they did that is part of their story, so they should own it and be proud of it! 

Once you’ve introduced yourself, in about two pages or less, it’s time to introduce your company. Although you may quote from your company’s mission statement or provide slogans or taglines, otherwise try to avoid sounding like a commercial. (Think short “magazine article” or “Wikipedia entry” rather than “advertorial.”) Tell a little about your company’s history, size, location(s), and market(s). Name your main competitors, and supply information on market share. If candidates insist their company is so unique they have no competition, I ask “Who do you NOT want right next to your booth?” 

Touch on the products or services your company provides.  If there are a great many products, focus on product lines or top sellers. Photos can help. Caption every photo or illustration throughout your portfolio.

Never assume everyone will understand jargon and acronyms. Explain things in lay terms, and spell out each acronym the first time you use it. 

There’s still time to sign up for EXHIBITORLIVE 2019! There will be many fabulous speakers, networking opportunities, and an Exhibit Hall filled with vendors and suppliers. Plus, on Sunday evening, February 24th, new CTSM graduates plus those who have attained certification upgrades will be honored at a special dinner.