#tradeshowcertification

What is the CTSM Program?

The Certified Trade Show Marketer program is a three-step program of professional development and education for trade show and event marketers. The classroom portion consists of 28 sessions (23 core courses plus 5 electives), a comprehensive exam, plus an in-depth portfolio showing the candidate’s professional background and responsibilities, and demonstrating how knowledge from the program was implemented in a trade show or event.

The Sessions

Classes are offered at the annual EXHIBITORLIVE conference in Las Vegas, at the EXHIBITOR FastTrak conferences held at different locations across the United States, and through the eTrak classes available online. In addition to registering for classes, you need to enroll in the CTSM program, online or at the CTSM office at EXHIBITORLIVE. (You only need to enroll once, but do update your contact information if it changes.) A quiz is taken after each required course, and an affidavit is signed for each elective. Keep the materials provided for your sessions, for your own reference and to study for the comprehensive exam. 

Once classes are completed, the candidate takes the comprehensive exam and creates the portfolio. There was more learning during these two steps than I’d anticipated.

The Exam

The exams are taken at EXHIBITORLIVE or at a FastTrak conference, and must be scheduled in advance. The exam is not to be confused with the short quizzes taken after sessions. This is a comprehensive proctored exam, based on the Essential Learning Components (ELCs) of the required sessions, and takes two and a half to three hours to complete.  Candidates who fail any sections must retake those sections at a later EXHIBITORLIVE OR EXHIBITOR FastTrak conference.

You’ll need to study, and many candidates form study groups or find study buddies. I prepared for my exam while my husband was in an especially busy phase at work. On weekends, I even joined him at his office, studying in a quiet conference room by myself. It was good being away from distractions. I reviewed course material, wrote key information on color-coded 5x7 index cards and studied them until I knew I would pass. Schedule and invest the time to study, using the method you prefer.

The Portfolio                                                

Samples of recent portfolios are available online, and hard copies can be viewed at the CTSM office during EXHIBITORLIVE.  Seeing actual examples helps de-mystify the process. Look through several portfolios and start thinking about your own. Choose your focus carefully. Go over the requirements for each section, and decide on a recent exhibit or event that will offer the best showcase for what you’ve learned.

After completing your 28 classes, you can register online for the portfolio phase. You’ll be assigned an advisor to help you. If you know a CTSM graduate willing to serve as your advisor, you can request them. Otherwise, one will be selected for you.  You have one year after registration to complete your portfolio, but please don’t wait until time is running out to get going. Schedule regular time to work on your portfolio, and send sections, or partial sections, to your advisor as you write them.  If life is too hectic, try going to a library to draft one section at a time. Also, check online for Portfolio Power Working Weekend dates and locations. These are weekend events for portfolio candidates with advisors on hand, designed to give you a dedicated chance to write. I highly recommend this option, especially if you are feeling stuck.

Detailed guidelines, including a checklist, are available to help you make sure your portfolio contains everything required in the appropriate sections. Follow the checklist and include all the information it describes.  Use charts and tables to make key information stand out. Caption all photos or illustrations. Sometimes you may feel like you‘re stating the obvious, but think of it as making everything easy and clear for your review committee. To you, it might be self-evident which photos are of your old booth and which photos show the new build, but if you caption them properly, your reviewers won’t have to guess.  Don’t bury information in the Appendix. In fact, you can do without an Appendix entirely, unless you have a very extensive show calendar or other unusual circumstances. Your portfolio will read better if your reviewers aren’t constantly having to flip to the back pages, or connect a lot of dots on their own.

Write in a professional but natural tone. This is the story of your business life, and it should sound like you. Have someone proofread your final draft before submitting it.

Portfolio Approval

Your advisor must sign off on your portfolio before you submit it for review.  If your advisor asks you to re-work any sections or add material, you’ll need to do so. Expect to go through this process more than once. Your advisor is not trying to drive you crazy. Your advisor wants you to succeed! Once your advisor signs off you can send in your portfolio.

The CTSM section of the EXHIBITOR web site has information on when portfolios are reviewed. Once your review committee accepts your portfolio, you will be notified, then you can begin using the CTSM designation right away. If you are asked to make any revisions, you’ll need to submit them and get them approved before certification is granted.

New graduate portraits at the CTSM booth at EXHIBITORLIVE 2016.

Upgrades After Certification

Once certification is obtained, upgrades to the Bronze, Silver, and Gold Levels may be earned through continued education. The Diamond Level also includes an educational component, but is heavily based on demonstrated leadership in the trade show industry.  Professional contributions including teaching sessions, publishing articles, judging exhibit awards, and serving the CTSM program in various capacities, including mentoring and advising candidates, are tallied on a point value system.

Some Personal Thoughts on the CTSM Program

Earlier this month I was profiled on LinkedIn in the EXHIBITOR group as part of a series on CTSM graduates. This is what I had to say about the program:

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