While some people find passion in hobbies or philanthropy after turning 50, Jim Cermak found his sense of purpose in an unlikely place — on the floors of crowded convention centers.
“I absolutely love trade shows,” Jim said. “I love the energy, the excitement and the chance to help small businesses get the results they deserve.”
A lifelong marketing professional, Jim’s fascination with trade shows began early in his career. After graduating college in the late 1980s, he took a job with Fanny Farmer Candies. It was there his boss first introduced him to the magic of trade shows by sending him to the Philadelphia Candy Show.
“I had no idea what to expect,” Jim recalled. “This was before the internet, so I thought it would be a few tables with candy on them. But when I walked in, it was like stepping into Willy Wonka’s factory. It was thousands of square feet filled with candy and people buzzing with excitement.”
That first experience left a deep impression. Later, working in the trucking industry, Jim realized that the excitement he felt at the candy show was not unique. It was the atmosphere of connection, discovery and opportunity that fueled his passion.
“I fell in love all over again,” he said. “It didn’t matter if it was candy or trucking. Tradeshows are about people coming together to showcase what they are proud of and to build relationships.”
Empowering small businesses to shine
Today, Jim channels his enthusiasm into helping exhibitors, especially small businesses, make the most of their trade show investments. His mission became even more focused after turning 50 and realizing that he could leverage decades of experience to give others a meaningful advantage.
“Big companies can afford to make mistakes at trade shows,” Jim explained. “But for a small business, one bad show can literally break their year. I want to be their secret weapon, their unfair advantage.”
Through consulting, coaching and speaking, Jim teaches companies how to properly prepare, staff and market their booths to create meaningful conversations with attendees.
“I can usually walk a show floor and tell instantly which booths will have a good show and which ones won’t,” he said. “It comes down to how people present themselves, how they engage and how well they understand their goals.”
Jim stressed that success does not require the biggest, flashiest booth. Instead, it demands clarity, energy and intention.
“Your display should be like a billboard, not a brochure,” Jim advised. “People are walking fast, scanning. If they cannot understand who you are and what you do in a glance, they are not going to stop.”
Launching Trade Show University
To broaden his impact, Jim launched the Trade Show University podcast in 2019, just months before the pandemic shut down live events around the world. It was tough timing, but Jim stuck with it, believing that the need for better trade show education would eventually surge.
“I thought the name ‘Trade Show University’ was just a clever idea at first,” he said. “But over time, it became clear that there was a real need for structured learning in this space.”
Now five years in, Jim has recorded more than 260 episodes, covering everything from booth design and messaging to attendee engagement and follow-up strategies. His podcast has become a trusted resource for novice and veteran exhibitors.
“Trade shows can be overwhelming,” Jim said. “My goal is to break it down into actionable steps so that anyone, even someone exhibiting for the first time, can succeed.”
Jim recently expanded his vision by developing an online learning platform. His first course focuses on goal setting for trade shows, something he believes is critical but often overlooked.
“Most people walk into a show without a real plan,” he said. “If you do not know what you want to accomplish, how do you know if the show was successful?”
Focusing on preparation and follow-up
Jim emphasized that preparation and follow-up are where the real value of a trade show is created — not just the flashy displays on the floor.
“Preparation starts months before the show,” he said. “You have to think about your booth design, your messaging, who you are sending and what you want them to accomplish.”
Training booth staff is another overlooked component. Jim pointed out that simply standing behind a table and scrolling through a phone is a surefire way to lose valuable prospects.
“You are not there to babysit a booth,” Jim explained. “You are there to engage. Every passerby is a potential game-changer. You have to grab their attention and qualify them right away.”
It is time after the show where Jim said too many companies drop the ball.
“Follow-up is everything,” he insisted. “If you are not ready to follow up immediately, you might as well not even go. Life happens fast. If you wait even a few days, your competitors will beat you to it.”
Jim recommends planning a full follow-up system before the event, including automated emails and scheduled personal outreach.
“Every contact needs to hear from you quickly while the memory of meeting you is still fresh,” he said. “Otherwise, that investment is wasted.”
Finding joy in connection
Although Jim’s work is practical, he said the real joy comes from the human side of trade shows.
“There is a magic that happens at these events,” Jim explained. “It is the hallway conversations, the random encounters while standing in line, the networking that turns into lifelong business relationships.”
Even as a self-described introvert, Jim has pushed himself to lean into those moments.
“I used to be the guy who would rather go back to my hotel room than hit the networking events,” he admitted. “Now I see the value. Every ‘hello’ could lead to something amazing.”
A purposeful next chapter
For Jim, turning 50 was not a moment of winding down but a launching point to live with even greater intention.
“I think a lot of people over 50 feel like their best opportunities are behind them,” he said. “But I truly believe some of our best contributions happen when we take all our experiences and start using it to help others.”
Through his podcast, consulting and upcoming online courses, Jim is doing just that.
“There is no better feeling than seeing a small company walk away from a show with more leads, more confidence and more hope because they did it right,” he said. “If I can help make that happen, then that gives my life a lot of meaning.”
For more information
People can connect with Jim on these platforms:
- Website = www.tradeshowu.biz
- Email = jim@tradeshowu.biz
- LinkedIn = www.linkedin.com/in/jimcermak
- Facebook = www.facebook.com/james.cermak.3979
- YouTube = www.youtube.com/@tradeshowuniversity
People can find the Tradeshow University podcast on Spotify, Apple or wherever you listen to podcasts.
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.