A Quarter-Century: Face-to-Face

Aaron Bludworth
Jul 28, 2017 · 3 min read

Twenty-five years ago this summer, I started a job as an assistant foreman for a convention and trade show services contractor. I walked into the Salt Palace Convention Center, in Salt Lake City, through a back door near the delivery docks. Having never attended a trade show, convention, or even a public consumer show, I had no idea what to expect. I did not understand the business, and I certainly hadn’t experienced the superior power of face-to-face marketing.

I was hooked — on my very first show.

The show was the National Guard Association convention, with President George H.W. Bush and, then candidate, Bill Clinton as speakers. I understood immediately. This was a dynamic industry with an ever-changing landscape and persistent deadlines. What could be more appealing to a young person with an insufficient attention span?

Though at the time, I expected this to be a brief stop during school, as I planned a future law career. Twenty-five years later, I recognize the incomparable power of face-to-face marketing, and it still meets the needs of my lack of “sit-at-a-desk” attention span. I have been fortunate to be part of empowering commerce through experiences, for countless organizations and thousands of shows and events. I spent over a decade with the first contractor, and have since had my career weave through the largest providers in the industry. Presently I have the honor to lead one of the three largest companies and have done so for nearly a decade. I work with people every day whose commitment to delivering the power of events is unrivaled — they know no bounds when it comes to ensuring customer satisfaction — it is cultural. I have also had the opportunity to build enduring friendships throughout the industry. As a result of participation in the leadership of industry associations, involvement on task-forces and committees, and countless industry events (yes, we have events for event people, of course) I am proud to be part of this community.

Over these years, I have watched the “threats” of the internet, virtual trade shows, mobile, social media, and most recently AR & VR, come and go. Each of these technologies proving to strengthen and enhance the power of face-to-face events, as I have no doubt technologies of our future will do.

The past quarter of a century has brought countless improvements to the industry; our operations are more sustainable, our design is exponentially better, the incoming generation of professionals is smarter and more innovative, and we deliver powerful experiences rather than only delivering the assets needed to build an event. What hasn’t changed are the fundamentals; face-to-face marketing is the absolute most efficient and effective way to identify and connect with prospects, show and launch products, educate, and build communities. No other medium has the potential to deliver valuable personal connections on the scale of live events, none, not even close.

“What hasn’t changed are the fundamentals; face-to-face marketing is the absolute most efficient and effective way to identify and connect with prospects, show and launch products, educate, and build communities.”

With twenty-five years behind me, I could not be more optimistic about the future of exhibitions. The emotional connections provided by face-to-face experiences cannot be replaced, only enhanced. Smart marketers will continue to invest in events, and event attendees will be the most sought after and successful professionals in their fields by being the best connected, educated, and informed.

“The emotional connections provided by face-to-face experiences cannot be replaced, only enhanced.”

Though a lot of fun, exhibitions are a lot of work. Special thanks to all those who have been at my side through the phases of this adventure. Whether rolling out carpet at 2:30 am, designing solutions for customers, or negotiating an acquisition, this business is all about teamwork, and I have been fortunate to be part of the best teams. This is especially the case today, as I could not be prouder of my team at Fern and our related businesses.

See you at the show!

Written by

CEO @fernexpo, a marketing, tradeshow & event services provider. Father of 5. Mormon. Startup & technology follower/investor. KY resident. Photographer.

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