In this episode of Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito sit down with Christopher Dorn, Managing Director of Idea International, to explore what it really takes to produce trade show programs across the Asia-Pacific region.

With nearly three decades in the industry and over half his career spent living and working in Japan, Dorn brings a rare perspective on global exhibitions—from cultural differences in business decision-making to the logistical realities that Western exhibitors often overlook.

The conversation begins with Dorn’s unlikely path into the trade show industry—starting in exhibit design in the Midwest before moving to Japan, where he eventually built his own business supporting global exhibitors entering the Asia-Pacific market. From those early days navigating language barriers and building a professional network from scratch, Dorn learned a key lesson that still shapes his work today: success in international exhibitions starts with curiosity and adaptability.

As the conversation unfolds, the hosts dig into the operational and cultural nuances of exhibiting outside North America. Dorn explains how decision-making in countries like Japan often relies on consensus rather than the fast-moving, individual-driven approach common in the U.S. Understanding these dynamics can mean the difference between a smooth project and a frustrating one.

The discussion also highlights how trade shows themselves differ across markets. In Japan, for example, exhibitions often function more like relationship-building festivals—what Dorn describes as matsuri—rather than high-pressure sales environments. Companies attend to strengthen networks, build trust, and move conversations forward over time rather than expecting immediate deals.

Beyond culture, Dorn walks through the practical considerations that American exhibitors must navigate when bringing a booth program overseas—from structural limitations and venue infrastructure to production methods and storage costs. Many exhibitors assume they can replicate their North American booth designs globally, but Dorn warns that assumptions are the fastest way to run into problems.

Ultimately, the episode is both a strategic and tactical guide for anyone considering international exhibitions. Whether it’s understanding local expectations, adapting designs to venue constraints, or building the right partnerships on the ground, Dorn emphasizes that preparation and communication are critical.

For event professionals exploring the Asia-Pacific region, this conversation offers a rare behind-the-scenes look at how global exhibition programs actually come together.

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In this episode of Event Marketer’s Toolbox, Chris Dunn and Dana Esposito sit down with Mark Johnson, Founder & CEO of Star Exhibits and former owner of ExhibitorLIVE, to discuss leadership, legacy, and the evolving power of live events.

Mark shares the inside story of how ExhibitorLIVE was at risk of shutting down — and why he stepped in to preserve it for the industry. The conversation explores the transition to IAEE, the importance of CTSM and continuing education, and why collaboration across associations strengthens the entire exhibitions ecosystem.

They also dive into a bigger theme: why face-to-face experiences are becoming even more valuable in the age of AI. As digital noise increases, authenticity, trust, and community matter more than ever.

Key topics:

• The history and impact of ExhibitorLIVE
• Saving a 40-year industry institution
• IAEE partnership and what it means for the future
• Education, certification, and industry leadership
• Why live events are evolving — not declining

If you're in trade shows, experiential marketing, or the events industry, this episode is a reminder: investing in education, community, and collaboration is how we move the industry forward.

Listen in — and we’ll see you on the show floor.

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This Show is sponsored by Blue Hive

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Trade shows are evolving — not just in scale, but in structure, sponsorship models, attendee behavior, and global execution.

In Episode 53 of Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito sit down with international trade show consultant Stephanie Selesnick, President of International Trade Information, for a wide-ranging conversation on what she’s seeing across major global shows — from CES and World of Concrete to Shanghai and Dubai.

With more than 30 years in the industry (and starting at age 10), Stephanie brings a global, second-generation perspective to how expos are shifting — and what organizers and exhibitors must rethink to stay relevant.

1️⃣ Multinationals Are Building Innovation Ecosystems — Not Just Booths

At CES, major brands like Canon, LG, and Samsung are creating proprietary pavilions within startup areas like Eureka Park. Instead of simply exhibiting, they’re:

• Partnering with emerging startups
• Incubating innovation
• Creating R&D ecosystems inside the show

This signals a shift: large exhibitors are using trade shows not just to sell — but to invest, scout, and build future partnerships.

2️⃣ The Show Floor Must Serve the Attendee First

Stephanie emphasized a recurring lens:

Attendees today:

• Arrive with a plan
• Have limited attention spans
• Expect engagement, not passive browsing

Organizers must rethink:

• Floor layout
• Sponsorship models
• Education formats
• Appointment-setting technology

If your show still relies on “they’ll walk the aisles and discover things,” you may already be behind.

3️⃣ Sponsorship Needs to Evolve Beyond Banners

The traditional:

• Gold / Silver / Platinum tiers
• Static signage
• Generic activations

…are losing impact.

Stephanie urges organizers to shift toward consultative sponsorship models:

• Ask exhibitors what success looks like
• Design activations around their goals
• Facilitate one-on-one meetings
• Use technology to enable matchmaking

4️⃣ One-on-One Meetings Are the Future

From Money 20/20’s “speed dating” sessions to UFI matchmaking formats, structured meetings are becoming central to ROI.

Shows that invest in:

• Appointment-setting tech
• Curated matchmaking
• Attendee-to-attendee meetings

…will differentiate themselves.

The expectation is no longer browsing — it’s precision networking.

This episode reinforces a simple but powerful idea: Trade shows cannot rely on tradition.

They must:

• Evolve sponsorship models
• Invest in smarter technology
• Design for intentional engagement
• Rethink layouts
• And prioritize real connection

The shows that adapt will thrive. The ones that don’t may struggle to justify their value.

👉🏼 Join us for more insightful discussions like this by tuning into 'Event Marketer's Toolbox,' where industry leaders share the tools, tactics, and trends driving success in the event world.

This Show is sponsored by Blue Hive

📅 Join us LIVE every Thursday at 12 PM ET on LinkedIn

Follow Us on LinkedIn and YouTube

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