Trade Talk Tuesday Series
Re-energize your Trade Show Experience & Strategy
Join the U.S. Commercial Service to learn how to unlock the full potential of trade shows with our comprehensive 4-part webinar series designed for professionals eager to maximize their event impact.
Part I: Trade Show Preparation Considerations
Tuesday, May 6, 2025 at 11am-12pm ET
• The Value of Trade Shows: Understanding the benefits and opportunities they offer.
• Participation Options: Explore various roles at trade shows—exhibit, sponsor, attend, speak, or host.
• Selecting the Right Trade Show: Key factors to consider when choosing the best event for your company
• Crafting a Trade Show Marketing Strategy: Develop a comprehensive plan, including setting goals and creating a promotional strategy.
• Booth Design and Branding: Plan your booth layout, branding elements (like SWAG), activities, and logistics.
• Pre-Show Research: Investigate potential targets and gather insights before the event.
• Collaborating with Trade Show Organizers: Partner with organizers to enhance your exhibitor experience.
• Funding and Shared Booths: Explore opportunities for trade show grants and shared booth arrangements.
Panelist: Peter McKenna, Vice President, Kallman Worldwide Inc, Jess Kissell, Senior Business Development Manager, GALT Aerospace
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Part II: Other Trade Show Considerations
Tuesday, May 13, 2025 at 11am-12:00pm ET
Export Compliance at Trade Shows
Ensure that all products and materials you display comply with export regulations. This includes understanding restrictions on certain items, adhering to licensing requirements, and keeping track of any necessary documentation. Proper compliance helps avoid legal issues and smooths your participation in international trade shows.
Intellectual Property Protection at Trade Shows
Safeguard your intellectual property by taking proactive measures at trade shows. This involves registering patents, trademarks, or copyrights before the event and monitoring for any potential infringement. Utilize non-disclosure agreements with partners and ensure that your displays and materials are protected.
ATA Carnets
An ATA Carnet is a customs document that allows for the temporary importation of goods without paying duties or taxes. Ensure you acquire an ATA Carnet if you’re bringing equipment or samples to an international trade show. This document simplifies customs procedures and helps avoid unnecessary costs and delays.
Panleist: Alfredo G. Fernández, Partner, Shipman & Goodwin LLP, Patty Olosky, Partner, Shipman & Goodwin LLP, Kiel Ursin, Carnet Specialist, Boomerang Carnets
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Part III: During the Show
Tuesday, May 20, 2025 at 11am-12:00pm ET
• Staffing Considerations: Best practices for staffing your booth and ensuring effective coverage.
• Making a Strong First Impression: Techniques for engaging attendees and creating a memorable impact.
• Lead Capture Strategies: Effective methods for collecting and managing leads.
• Networking Tips: Approaches for building connections and maximizing opportunities at the event.
• Exploring Speaking and Sponsorship Opportunities: How to take advantage of speaking slots and sponsorships for added visibility.
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Part IV: Post Show Follow-up
Wednesday, May 28, 2025, at 11am-12:00pm ET
• Evaluating Your Results: Assessing the outcomes and effectiveness of your trade show participation.
• Lead Follow-Up and Engagement: Strategies for reaching out to leads and maintaining connections.
• Measuring ROI: Quantifying results and analyzing the return on investment.
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Cost:
We invite you to customize the 4-part webinar series according to your training needs. You can join individual webinars or the entire series. See ticket options listed for pricing of individual webinars.
$100 for the entire webinar series (all 4 webinars)
***Webinar platform will be Microsoft Teams, please expect an invite with webinar details within 48 hours of payment.
If this is your first time registering for an event with the U.S. Commercial Service, using our new event platform, InEvent, please follow the steps in the Registration Help Guide to create a new account, and then register.
Questions?
Jess Kissell
Business Development and Capture Manager, Global Air Logistics and Training, Inc
Jess Kissell is a dynamic Senior Business Development Manager with over 13 years of experience leading strategy, contracting, and growth initiatives across the Defense, International, and Sports and Entertainment industries. Currently serving as the Business Development and Capture Manager at GALT Aerospace, she spearheads business development, marketing, and strategic international partnerships, and serves as a key liaison with the United States Military and our allies—including the Air Force, Space Force, Navy, Marine Corps, Army, Special Forces, and international partners.
Jess’s diverse background includes critical roles in both public and private sectors. Prior to her work in Defense, Jess was a Contracts and Intellectual Property Specialist at Callaway Golf, shaping athletic contract strategy and managing a world-wide International Olympic Committee compliance effort leading up to the first golf event appearance at the 2016 Olympic Games. She also worked on the grass roots effort to re-establish the United States Football League (USFL), where she supported legal operations and fielded city interest during a key period of organizational development.
Her Defense career includes many years in Senior Contracts Strategy and Administration leadership positions at Booz Allen Hamilton and Northrop Grumman Aeronautics Systems, managing over $2.5B in advanced development and international contracts and implementing agile contracting strategies that enhanced contracting strategies and program delivery for Major Defense Acquisition, DCS, and FMS programs. At GALT Aerospace, her strategic growth and international marketing efforts have contributed to doubling the company’s revenue in two years, securing ~$100M of CJADC2 focused programs with the Joint Staff J7, USMC, and joint programs with the USAF and USN.
Jess holds Bachelor of Arts degrees in Political Science and Philosophy, Pre-Law from California State University, Fresno, and was a Sports Law Fellow at Thomas Jefferson School of Law. She is a certified leader and mentor, having designed and led professional development and onboarding programs across multiple organizations. A former member of the USA Modern Pentathlon National Team, Fresno State Division I Women’s Equestrian Team, current part time fencing coach, and passionate advocate for adaptive programs, Jess has led a unique career, bringing energy, insight, resilience, and dedication to each organization. As the granddaughter of one of the first Frogmen/Navy Seals, Jess’ true passions are people first connection and leadership, reaching beyond the lines of the possible, and designing innovative strategies to deliver critical solutions to the warfighter.
Peter McKenna
Vice President, Business Development, Kallman Worldwide, Inc.
Peter McKenna has been planning and implementing global events for thirty-seven years.
During his exhibition career he has organized US national pavilions and/or overall trade shows in the Americas; Europe; the Middle East; Asia: Africa and Australia. These events have covered industrial sectors ranging from aerospace & defense, to telecommunications, agricultural equipment, food, building materials, automotive parts, electrical generation machinery and medical supplies.
He has managed numerous projects with and for the US Departments of Commerce, State, Agriculture and Defense, and private sector organizations including the Society of British Aerospace Companies. He also worked for the White House Office of Scheduling and Advance, as part of the team who plan and implement the President's foreign and domestic events.
He has been Vice President of Strategic Planning and Business Development at Kallman Worldwide since September 2008. Kallman Worldwide, founded in 1963, works in partnership with the Department of Commerce and other federal, state, and regional agencies to organize official U.S. Partnership Pavilions at specialized trade shows throughout the world. He has spearheaded the company’s in-person and digital Forum Presentations program, connecting and fostering dialogue between executives from throughout the world
Peter has served as Secretary General of the International Association of Aerospace and Defense Exhibitions (IAADE), is active in the International Association of Exhibitions and Events (IAEE), and the Global Association of the Exhibition Industry (UFI) and has taught many courses on recruiting and servicing exhibition & event sponsors.
He received his B.A. degree from the University of St. Thomas in St. Paul, MN, and his Master’s Degree in International Relations from the London School of Economics. He divides his time between offices in New Jersey, Washington, DC, and the UK.
Kiel Ursin
Carnet Specialist, ATA Carnet
Kiel Ursin is a top Carnet Specialist and Customer Service & Sales Representative for boomerang carnets. His extensive experience and expert knowledge cover carnet usage, carnet countries, as well as foreign and domestic customs services. Kiel guides clients in all industries, from Fortune 500 companies to symphony orchestras, manufacturers to film production crews, individuals to small, medium, and large enterprises. He is a licensed bond and insurance advisor for ATA Carnets and international travel.
Kiel has expertise in training and coaching companies on how ATA Carnets can help grow their business internationally by saving substantial expense on their temporary exports. In presentations for export organizations and industries, Kiel sheds light on the benefits of using carnets for boomerang freight, and companies learn about both the practical and dynamic growth aspects of carnet use.
In February of 2025, by invitation from the Association of Unmanned Vehicle Systems International (AUVSI), Kiel gave a presentation on the benefits of ATA Carnet use to the rapidly growing global unmanned industry in Dusseldorf, Germany.
Kiel is based out of the ATA Carnet National Service Center Headquarters in Cary, IL, and joined Boomerang in 2016.