More than half of exhibiting companies don’t provide training for their exhibit staff, and as many as 86 percent of staffers have never received even one hour of training, according to trade show industry studies conducted by CEIRand Exhibit Surveys Inc., respectively. 

To address this disconnect, trade show marketing expert and author Marlys Arnold has launched Exhibit Marketers Academy, an online library of comprehensive trade show training classes. Designed specifically for exhibitors, these courses can be accessed anytime and anywhere from one’s tablet, smartphone or computer. 

Featuring interactive self-study tools for exhibitors of all sizes and industries, this user-friendly, step-by-step curriculum is filled with proven principles and real-world examples. It also includes an easy-to-follow blueprint that exhibitors can implement immediately, according to Arnold.

“The unique environment of a trade show requires focused education to master, even for a long-time marketing or sales professional,” Arnold said. “Often, exhibit managers don’t realize they need help educating their staff, or even if they do, are not sure where to find quality education. The Exhibit Marketers Academy levels that playing field for exhibitors of all sizes and budgets.” 

Academy courses include setting goals and researching trade shows, exhibit theme and design, creative promotions, and lead management and ROI, with more topics including time management and media relations to be released in the coming months, she added.

Exhibitors can choose to purchase the courses a la carte for $97 each or the entire ExhibitorEd Success System in a bundle for $397. All include ongoing, expiration-free access.

A trade show marketing consultant and trainer who has worked as both an exhibitor and a show manager, Arnold offers a unique perspective on trade shows that has informed her more than two decades working with exhibitors and show organizers across the country. She is the author of “Build a Better Trade Show Image” and “Exhibit Design That Works,” as well as the host of the Trade Show Insights blog/podcast.

“Being successful in the booth isn’t automatic,” Arnold said. “Just like you’re not ready to drive on the freeway the first time behind the wheel, or play a concert the first time you sit down at a piano, no one should be thrown into a trade show booth without appropriate education.”

She added, “These tools teach the ‘whys’ behind the ‘hows’ of trade show marketing so you can enhance your presentation at shows, eliminate costly mistakes and increase your results.”

Learn more about Exhibit Marketers Academy here.

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