Best tradeshow marketing tips and case studies. Call 800-654-6946.
Best tradeshow marketing tips and case studies. Call 800-654-6946.

Tradeshow Exhibit

A Tribute to a True Pioneer: Bob Moore and a Partnership that Spanned Nearly Two Decades

With a heavy heart and deep respect, I reflect on my 18-year journey with Bob’s Red Mill, a trailblazing healthy food producer based in Portland. The recent passing of its venerable founder, Bob Moore, at the age of 94 marks the end of an era. This piece is a tribute to Bob and to a relationship that defined much of my professional life, starting in 2005 and continuing through thick and thin until today.

My story with Bob’s Red Mill began at the Natural Products Expo West in 2005. At that time, I was with Interpretive Exhibits in Salem, Oregon, and I recall approaching Robert Agnew, the VP of Business Development for Bob’s Red Mill, to tell him about our trade show exhibit design and fabrication services. Little did I know that this encounter would mark the beginning of a remarkable collaboration.

Several months later, Robert’s words, “Give me your pitch,” signaled the start of an exciting chapter. We presented several mock exhibit designs, and soon after, we were entrusted with producing a 20×20 island exhibit for Bob’s Red Mill. This project was the first of many, setting the stage for a long-standing partnership.

In 2010, when Interpretive Exhibits closed its doors, I embarked on a new venture, founding TradeshowGuy Exhibits. The first significant client to believe in my fledgling company was none other than Bob’s Red Mill. In 2012, they commissioned us to design and fabricate a 30×30 trade show booth. Working alongside designer Greg Garrett and exhibit fabricator Classic Exhibits, we built a booth that made its grand debut at the 2013 Natural Products Expo West Show.

I fondly recall the client walk-through at Classic Exhibits, where Bob Moore himself, along with his marketing team, reviewed our creation. Bob, with his characteristic smile, pulled me aside and said, “This is very impressive.” That moment, for me, was more than just a compliment; it was a validation of our hard work and creativity.

As the years passed, our partnership continued to flourish. Bob’s Red Mill hired us to design and build a smaller 20×20 island booth for some of their smaller show appearances, alongside numerous smaller trade show items like graphic back walls and banner stands.

The 30×30 booth, a testament to our collaborative efforts, was hailed as one of the industry’s ‘most iconic’ brand designs. It served faithfully for a decade before being retired in 2022, a symbol of durability and quality, much like the products and ethos of Bob’s Red Mill.

Bob Moore was more than just a client; he was a pioneer, a visionary, and in many ways, a mentor. His dedication to health, quality, and community was evident in every interaction and every product his company produced. As I reminisce about the past 18 years, I am filled with gratitude for the opportunity to have worked alongside such an inspiring figure and his incredible team. Bob’s legacy is not just in the stone-ground, whole grains he championed, but in the relationships he nurtured and the communities he built.

Here’s to Bob Moore, a true pioneer, whose impact will continue to be felt for generations to come.

Emerging Trends in Trade Show Design and Fabrication

The more time I spend with ChatGPT, the more I understand its usefulness. For instance, if you ask it to identify new market trends in any market and what to expect in the coming year, it’ll do a quick research online in real-time and gather up oodles of information, present them in easy-to-digest bullet points, and include the links to its research. Here’s the prompt I used:

“Act as a market research analyst. Analyze the latest trends in the trade show exhibit design and fabrication market. Include key players, emerging technologies, and consumer preferences. Present the findings in a report format with bullet points for clarity.”


Experiential Setups: Exhibitors are focusing on creating immersive experiences, much like those seen in theme parks, where attendees are fully enveloped in the product or brand environment. This trend is about making a memorable impact on the trade show floor by utilizing innovative designs and engaging elements【17†source】.

Lounge Areas: There is a shift towards creating more comfortable, homelike spaces within trade show booths. This approach aims to foster a relaxed atmosphere conducive to natural conversations and collaborations, moving away from traditional office-like settings【18†source】.

Next-Gen Technologies: Digital twins, holograms, and 3D content are becoming increasingly popular. These technologies offer new ways to showcase products and engage attendees, from realistic digital representations to interactive 3D visuals【18†source】.

Overhead Structures and Channel Lit Logos: A move towards overhead elements in booth design is observed, creating more open, spacious, and navigable spaces. Additionally, channel-lit logos and letters are gaining popularity for their visual impact compared to traditional banners【18†source】.

A tradeshow exhibit with purple and red lighting

Consumer Preferences and Market Dynamics

Multi-Sensory Designs: Engaging multiple senses is crucial, with elements like video walls, interactive cutouts, and virtual reality stations becoming common. These features not only attract visitors but also provide a memorable experience【25†source】.

Natural Themes: Incorporating natural elements such as living plants, reclaimed wood, and stone-like flooring helps create a more inviting and distinct space amidst the usual trade show environment【25†source】.

Interactive Data Visualization: Moving beyond spreadsheets, exhibitors are now focusing on visually appealing and easily understandable ways to display valuable data and information【21†source】.

Virtual Environments: While not fully embracing concepts like the metaverse, there’s a trend toward creating virtual environments that are more accessible and relevant to the everyday consumer【21†source】.

A futuristic trade show?
A futuristic tradeshow with space people as imagined by ChatGPT.

Industry Insights

Increased Industry Participation: With a low barrier to entry, the events industry is seeing a rise in new business entities and job opportunities. The profit margin for the industry is expected to be over 6% in the coming years【20†source】.

Mergers and Acquisitions: Big industry trade shows are expanding through mergers and acquisitions, making them even larger and more influential【20†source】.

Sustainability and Diversity: There’s a growing emphasis on sustainability and diversity in the trade show industry, with exhibitors and organizers seeking to be more responsible and inclusive【22†source】.

In conclusion, the trade show exhibit design and fabrication market in 2023 is marked by a blend of innovative technological solutions and a shift towards more natural, engaging, and immersive environments. The industry is adapting to new consumer preferences, focusing on creating memorable and interactive experiences and emphasizing sustainability and diversity.

Capturing Moments and Magnifying Impact: The Indispensable Role of a Professional Photographer at Your Next Trade Show

Have you ever sauntered past an exhibit at a trade show and felt an instant connection, as if the booth was speaking directly to you? Often, this magnetic pull is the result of meticulously captured photographs, a silent communicator of a brand’s essence. In the bustling world of trade shows, where every exhibitor vies for a moment of your undivided attention, hiring a professional photographer becomes not just an option but a strategic necessity.

Let’s paint a picture here, shall we? Imagine your exhibit, a culmination of countless hours of planning and execution, standing proudly amidst a sea of competitors. Now, what if we could freeze those moments of interaction, the vibrant energy, the intricate details of your products, and the dynamic expressions of your team? This is where a professional photographer steps in, transforming fleeting moments into a powerful narrative.

A professional photographer possesses the eye for detail that elevates your exhibit from merely being seen to being remembered. They capture the essence of your brand, the uniqueness of your products, and the liveliness of your team – all through their lens. It’s about crafting a story that resonates with your audience long after the trade show curtains close.

Moreover, the benefits of these photographs extend beyond the event itself. These images become invaluable assets for your marketing arsenal, useful for social media, brochures, websites, and future promotional material. They serve as a visual testament to your brand’s presence and professionalism in the industry.

But let’s not forget the human element. Photographs of your team, engaged and enthusiastic, not only boost morale but also showcase the people behind the brand. It personalizes your business, making it more relatable and approachable to your audience. After all, in the end, it’s the human connections that often seal the deal.

In conclusion, hiring a professional photographer for your next trade show isn’t just about getting high-quality images; it’s an investment in your brand’s story and visibility. It’s about creating a lasting impression that transcends the boundaries of time and space. So, as you gear up for your next trade show, remember that a picture is worth more than a thousand words – it could be the catalyst that elevates your brand to new heights.


Check out our professional trade show photographs!

Natural Products Expo West 2022 Re-Cap

The thing I was most curious about while walking the floors and halls of Natural Products Expo West 2022 earlier this month in March was this: how many exhibitors and attendees showed up?

It was a question that kept coming up as I would turn the corner at the rear of one of the halls and instead of seeing rows and rows of small exhibits against the wall, I saw lots of empty space. Throughout the hall, instead of large island exhibits everywhere, you’d occasionally see a gathering spot with tables and chairs instead of a large island.

Which got me thinking about the final totals. On day one, I figured attendance for both exhibitors and attendees would be around 85%. On day two, after seeing more empty space, I revised that downward to about 80%.

On Monday, New Hope Network released numbers: over 57,000 registered attendees and over 2,700 exhibitors. Based on numbers in 2019 (which I’m dredging up from memory, but still, they’re close), which showed attendees at about 80,000 and exhibitors at about 3,400, the numbers this year showed a significant decline. Attendees were about 71% of 2019, and exhibitors came in at about the 79% level.

So, yeah, respectable. And people I spoke with, both exhibitors and attendees, found it a worthwhile show. Days One and Two were the best (no surprise), with all of the exhibitors I spoke with saying they’d had good conversations with a LOT of people. Day Three, of course, is more of a rush not only through the shortened day, but once two or three o’clock rolls around, a rush to the door.

A few observations:

There was a masking requirement in effect. Almost no one observed it. Maybe one in twenty. Given the pre-show health check confirming vaccinations or proof of negative tests, and the declining cases throughout the country, and of course, COVID fatigue, it didn’t surprise me that masks were mostly a no-show. Besides, with nearly 60,000 attendees, how do you actually enforce something like that?

But: QR Codes are back! If you search this blog for QR Codes, you’ll find an assortment of posts, ranging from how to use QR Codes at tradeshows, to posts questioning their validity anymore. But this year, QR Codes were back in full force. By the hundreds. I spoke with a number of people about it, and most either suggested, or agreed with the notion that one reason they’re so prevalent is that phones no longer need code-scanning apps. The ability to scan codes is built-in to the camera software. I lost count at over a hundred QR Codes.

Big Names Missing. Again, no real surprise that some brands chose to skip this year’s show. I tweeted about a handful of them that were missing: Kashi, Kettle Foods, Enjoy Life, Clif Bar, and Silk, all of which have previously appeared numerous times with large island booths. Not this year. I’m sure a few slipped my mind.

TradeshowGuy Exhibits’ client list also was reduced, but it was the busiest year I’ve ever had at the show. I spent a total of 9+ days at the show, supervising the installation and dismantling of two long-time clients, Bob’s Red Mill (30×40) and Mountain Rose Herbs (20×30). The Bob’s Red Mill exhibit is the iconic mill-like structure that captures their brand to a T. It’s been around since 2013. Mountain Rose Herbs, which hasn’t been at the show for nearly a decade, returned with a 20×30 new design focused on promoting new lines of essential oils and teas, and much more. The two main pieces of the exhibit are a 13’ tower/conference room and a 10’ tall display unit that was filled with herbs in a stratified style onsite prior to the show. It wowed. Great to work with both clients. We also had other clients at the show, including Greater Knead and Wildbrine, but like many exhibitors, some of our clients chose to sit this one out.

A few final words. I always approach Natural Products Expo West with both anticipation and a little dread. It’s a big show and can be stressful. But it’s always worth it. It was great to get back to seeing people in person, saying hello to people I’ve met over the years, and meeting new people.

And hey, there was even that celebrity siting! Jason Momoa popped in the North Halls for a short time and I managed to get his picture. He’s tall.

TradeshowGuy Monday Morning Coffee, July 19, 2021: Jim Wurm

As the tradeshow world returns to something resembling normal, it does so in fits and starts and a few bumps along the way. In this week’s TradeshowGuy Monday Morning Coffee, Jim Wurm, Executive Director of the Exhibitor Appointed Contractor Association talks about those challenges:

Find the Exhibitor Appointed Contractor Association here.

This week’s ONE GOOD THING: Listen to Micky Dolenz’s new album “Dolenz Sings Nesmith” on Spotify.

Eco-Smart Sustainable Tradeshow Exhibits via TradeshowGuy Exhibits

Not only do exhibitors care about the environment, but they also want to have exhibits fabricated in an eco-friendly way – AND let their clientele know about their commitment to the environment.

That’s why here at TradeshowGuy Exhibits, we’ve partnered with Eco-Systems Sustainable Exhibits for years. Many of our clients have requested eco-friendly exhibits, and we thought we should share this friendly and informative video to show you exactly what an ex-friendly exhibit is all about:


Find our selection of Eco-Systems exhibits here at TradeshowBuy.com.

And check the latest sell sheets (click to enlarge; then right-click to save):

Symphony Portable Display Means No-Tool Elegance

Here at TradeshowGuy Exhibits, we’ve worked with Classic Exhibits in Portland as our main fabricator for many years and they continually impress us with their skill and creativity. Last year at the beginning of the pandemic lockdown, they posted a thorough look at the Symphony No Tools Portable Display, going through each element one at a time. It’s a great look at an elegantly functional portable display:

Click to go straight to our Symphony Portable Display Selection!

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Tradeshow Guy Blog by Tim Patterson

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