Trade show strategy & planning

Navigate the Chaos of Trade Shows With Confidence Clarity Clear Goals Measurable Outcomes

Because high-stakes events should come with high-level support

Are you building your trade show strategy mid-flight?

We’ve seen this play out thousands of times before. Even though you’re not new to hard work, trade shows feel like a different beast. The goals aren’t always clear, sales and marketing aren’t always aligned, and you’re expected to be the one who holds it all together. Not to mention, with so many moving parts, it’s tough to know what’s working vs. what’s just getting done.

Then the show ends, and you’re left with a tired team, a packed-up booth, and a haunting question: Did any of that really move the needle?

What if your next trade show felt more focused?

You walk into the show calm, clear, and confident.

Your teams are aligned.

You walk away with real momentum.

And best of all: You don’t dread the next one.

Your goals are actually being measured.

Your booth reflects your brand.

Why work with us?

30 years in the trade show industry means we know what works.

Hi, I’m Joe Shelman, and I’ve been focused on the trade show industry since 1997 when I became part owner of Exhibits Northwest with my brother. Together, we built and installed custom exhibits for big-name companies, which then evolved into end-to-end trade show support. When we sold the business in 2005, I stayed on as General Manager until 2021. During that time, I’ve seen the industry shift and grow, and I’ve had a front-row seat to what works and what doesn’t.

What we’ve learned is simple.

Trade shows aren’t just about showing up. They’re about showing up with intention.

Can we let you in on a secret? One that sets us apart from every other exhibit company out there? 

We look at every trade show as a marketing opportunity, not just a networking function. That means helping your team get clear on: 

  • Your branding

  • Your messaging

  • Your follow-up strategy

Because when you know what you're aiming for, everything else — the booth design, the face-to-face conversations, the results — becomes easier to get right.

Clients we've supported include:

These partnerships were established during my time at Exhibits Northwest.

Helping you make the most of your trade show opportunities.

Here’s what it’s like to work with us.

  • Most teams start with logistics. We start with strategy. Together, we define what success looks like, then build a plan that gets you there… without the scramble.

    That might look like a focused planning session with your leadership team. Or a workshop to clarify your message and align your sales and marketing goals. We’ll map out the calendar, the budget, and the big picture so you’re not just checking boxes, but actually working toward results.

  • Trade shows work best when everyone’s pulling in the same direction. But too often, teams jump in midstream… reacting to deadlines instead of leading with strategy.

    We help you start from the right place. That means aligning sales and marketing, clarifying your goals, and making sure everyone knows what success looks like before the first box is packed. Whether it’s messaging, lead-gen strategy, or internal expectations, we’ll make sure your team is on the same page so everyone shows up ready to deliver.

  • You’ve got better things to do than fill out forms for show services or chase down shipping deadlines. We’ve been doing this for decades, and we know the trusted vendors, the hidden deadlines, and the fine print most teams miss.

    From install and dismantle coordination to shipping logistics and vendor wrangling… we take all that stress off your plate so you can focus on what matters most.

  • When showtime hits, things move fast. Crates arrive, vendors roll in, install kicks off, and the margin for error shrinks by the hour. That’s where we come in. We’re there on the floor to make sure nothing slips. From confirming your exhibit materials showed up on time to managing vendor handoffs, overseeing install, and packing it all back up at teardown, we stay on-site so you don’t have to carry the weight alone.

  • The show ends. The booth comes down. But the work isn’t done.

    We’ll guide your team through a thoughtful debrief, reviewing what worked, what didn’t, and what the numbers say. So instead of moving on and guessing, you’ll move forward with clarity.

Working With us Is Simple.

Book a call.

Let’s talk about your trade show schedule and program, and how we can come alongside you to make it better.

01.

Clarify the plan.

We’ll assess your needs, align your team, and create a clear strategy that fits your goals.

02.

Walk into your show with confidence.

You’ll know exactly what’s happening, when it’s happening, and how to measure success  so you can be proud of the outcome.

03.

Walk into your next show with confidence and come out with real results.

The trade show is looming. Sales and marketing aren’t aligned. Nobody’s driving the strategy. And without a clear point person, it’s like herding cats on a countdown clock. If that sounds all too familiar, we’re here to help.