Podcast: Play in new window | Download
Subscribe: RSS
Today, I’m excited to introduce you to Jim Cermak. He is a passionate marketing expert and the energetic host of the Trade Show University podcast.
Jim’s lifelong love affair with trade shows began over 30 years ago when he attended a candy industry event that felt like stepping into Willy Wonka’s factory. Since then, he has helped hundreds of companies, especially small businesses, unlock the full potential of trade shows by maximizing their investment and impact on the show floor.
For Jim, trade shows aren’t just about booths and swag — they’re about energy, human connection, and opportunity.
His purpose today lies in empowering exhibitors to thrive in these high-stakes environments by helping them develop the right mindset, deliver crystal-clear messaging, and create meaningful engagement with attendees.
Whether it’s training teams or launching his upcoming Trade Show University learning platform, Jim finds tremendous purpose in helping others succeed, especially when it could make or break their year.
If you want to get more value out of your next trade show – either as an exhibitor or an attendee – Jim delivered a goldmine of tips during this conversation.
For exhibitors, preparation is everything. It starts with setting crystal-clear goals months before the show and building a strategy that covers everything from display design and messaging to who should be staffing the booth.
Remember, your booth is like a billboard, not a brochure. People need to understand what you’re offering in a glance. And your team needs to be engaged, off their phones, and ready to connect. As Jim said, you only get one chance to catch someone walking by. Miss that opportunity, and you might never see them again.
He also emphasized the importance of follow-up. It is arguably the most critical part of the entire trade show process.
Without a solid plan in place before the event, those 150 leads you collect could easily fall through the cracks while you’re catching up on emails post-show. Automated email campaigns and fast touchpoints help keep the momentum alive.
For attendees, trade shows are about more than just collecting swag. Go in with a plan. Focus on networking and learning. Some of the best connections happen in hallways or while waiting in line. Start simple conversations because you never know where they’ll lead.
Whether you’re new to trade shows or a seasoned veteran, Jim’s insights can dramatically boost your return on investment. If you’re interested in diving deeper, be sure to check out Jim’s upcoming course on goal setting for trade shows at TradeShowU.biz or look up the Trade Show University podcast on Spotify and YouTube.
That’s all for this week’s show. If you’d like to start living a more meaningful life, I encourage you to download our free guide to finding purpose, which is available at www.forwardfrom50.com.
I’ll have another inspirational interview on the next episode of the Forward From 50 podcast. Thanks for listening. If you like this show, please consider leaving a review wherever you download the episodes.
After closing his business and enduring several painful years of uncertainty regarding what to do with his life, Greg founded Forward From 50 to help men and women over 50 to live more purposeful lives by pursuing things they are passionate about. A Wisconsin native, Greg currently lives in Arizona.