Re-energize your Trade Show Experience & Strategy
About
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, VP Business Devleopemnt, Kallman Worldwide, Inc.
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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.
Panelist: Alfredo 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.
Panelist: Peter McKenna, VP Business Devleopemnt, Kallman Worldwide, Inc.
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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.
Panelist: Clifton Broumand, Man & Machine, Inc, CEO
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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?
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Speakers
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.
Alfredo Fernández
Partner, Shipman & Goodwin LLP
Kiel Ursin
Carnet Specialist, ATA Carnet
Kiel Ursin is a Carnet Specialist, Customer Service and Sales Representative. Kiel was born in Lake Zurich, IL, and has been with the company for over three years. His favorite part of the job is, “The variety of clientele we work with, and the fast pace. Also, the satisfaction of knowing you helped someone who was panicked about time frame, etc., as a large majority of first-time carnet users are!”
In his time away from work, you may find Kiel painting, drawing, or creating mixed-media art. He also enjoys fumbling around with a guitar or banjo. He chose “Thank You” by Led Zeppelin as his first dance wedding song. Walking, and otherwise spoiling his dog, take up the remainder of his spare time. Green is his color choice and lamb chops, or rack of lamb are among his favorite foods. The title at the top of his book recommendations is A Heartbreaking Work of Staggering Genius by Dave Eggers.
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