Unveiling the Power of Trade Shows The Invisible Industry!

Larry Kulchawik Interview

In this insightful conversation with Larry Kulchawik, we explores the motivations behind his two influential books Trade Shows from One Country to the Next and The Invisible Industry. Drawing on over five decades of hands-on experience in trade show marketing, Kulchawik sheds light on an industry that quietly contributes an estimated $1.6 trillion to the global economy, yet remains largely misunderstood and undocumented.

The interview delves into why trade shows matter more than ever in a digital-first world, how cultural and operational differences redefine success in international exhibitions, and why face-to-face engagement continues to drive trust, innovation, and economic growth. Together, Kulchawik’s books chronicle the history, global diversity, and immense economic influence of trade show marketing, transforming what was once an unseen ecosystem into a recognized and viable global industry.

A 50-Year Journey

We started the interview by asking, “What motivated you to author “Trade Shows from One Country to the Next” and “The Invisible Industry”?”

Larry Kulchawik replied, “After dedicating 50 years to trade show marketing, I came across a study conducted by Oxford Economics that quantified the economic significance of face-to-face marketing in trade shows and business meetings. The study revealed that the meetings and convention industry contributed a substantial $1.6 trillion to the global economy. This revelation prompted me to investigate how an industry of such magnitude could have grown to such a scale without garnering widespread recognition as a major economic driver. Regrettably, much of this history remains undocumented. There was a scarcity of written history on trade show marketing, as most business-to-business trade shows are private events and not open to the public. The economic impact of trade show marketing extends far beyond the events themselves.

Upon retirement, I embarked on writing “The Invisible Industry” with a co- author, Bob McGlincy. This book provides a comprehensive history of how trade shows started in the United States. Commencing with World Fairs in Europe, the concept of a face to face, industry specific, trade show events developed and grew as a viable marketing strategy in the USA.

Each U.S. industry association began to create an event to promote their industry products, services, and value propositions. The companies within these industry associations then paid to display their wares in person at a three day industry event. Consequently, convention centers, show organizers, trade show service providers, and exhibit designers, emerged as businesses to serve the needs of the exhibiting companies at these industry specific events.

The book delves into the factors that contributed to the growth and expansion of trade shows, as an industry. Today, trade shows are conducted globally with similar objectives and economic implications. In our interconnected world economy, the supply chain and marketplaces have become global in nature.

Consequently, trade show marketing has become a global practice, with all world companies engaging in this marketing strategy to build sales.

The industry worldwide represent a $1.6trillion contribution to the world economy, yet no one had gone to school to learn the trade.

Exhibiting outside one’s country of origin necessitates a recalibration of your previous selling strategies. For instance, what may be effective at a show in Las Vegas may not yield the same results at a show in Dubai or in Paris.
In response to this observation about trade show differences, I authored “Trade Shows from One Country to the Next.” This guidebook aims to assist companies to

enhance and adjust their trade show strategies. The book helps an exhibitor to understand the differences for shows in any of 45 countries.

Together, these two books tell the story of how trade shows started, country differences, and the economic power of trade show marketing – the invisible industry.”

There Is No Right or Wrong Way

Times CEO Magazine: What is the core message of Trade Shows from One Country to the Next?

Larry Kulchawik replied, “The message is straight forward: There is no Right way or Wrong way, there is only a Different way when exhibiting internationally.

Companies that participate in an international trade show often assume that their domestic sales approach will work the same in any country. It doesn’t. When in Rome, do as the Romans.

Cultural expectations, communication styles, exhibiting logistics, and even basic business negotiation practices can differ significantly from country to country. This is particularly true for international companies who are exhibiting in the USA. The show rules and methods for organizing a show in the USA are so different compared to any other country.

While most world trade shows are fundamentally the same in purpose, the book is meant to be a practical, experience-based guide to help companies avoid costly mistakes and approach global trade shows with preparation, flexibility, and respect for the regional differences.”

Invisible Economic Powerhouse

Times CEO Magazine: Why did you title your second book The Invisible Industry?

Larry Kulchawik replied, “Because that’s exactly what trade shows are- an invisible industry. Most people only see the surface, the booths, the crowds, the displays, but they don’t see what lies underneath. It’s like an iceberg where only the tip is visible; behind every show is a vast network of organizers, designers, contractors, logistics teams, exhibit suppliers, and other professionals who work together for the success of the exhibitors. This industry quietly drives commerce, introduces innovation, and creates jobs on a massive scale. I wanted to bring this hidden world into the light and document how it has shaped the world of businesses, and contribute economically to the show cities who host these events.”

Who These Books Are Meant For

Times CEO Magazine: Who would find these books especially helpful or relevant in their personal or professional journey?

Larry Kulchawik replied, “These two books are for anyone serious about business growth internationally. Especially for global companies preparing to exhibit in the USA, where the rules and methods are so different.

Business owners, marketing leaders, trade show organizers, show contractors, exhibiting company reps, international sales teams, and even students studying marketing will find value in these books.

If anything else, the books provide any reader a greater awareness that this industry even exists. Few college level marketing courses hardly spend time talking about trade show marketing.

If you’re company is planning to expand into international markets, Trade Shows from One Country to the Next offers practical guidance about the event differences. If you are traveling abroad for any business purpose, the points shared about visitor engagement, cultural differences, and etiquette would be helpful information beyond trade shows.”

Culture, Rules, and Reality

Times CEO Magazine: What makes international trade shows different from domestic ones?

Larry Kulchawik replied, “The biggest difference is culture. Every country has its own way of doing business. When selling at an international trade show, the differences in communication styles, engagement, and negotiation are points to be aware of. Secondly, awareness of the local exhibit design, regulations, and labor rules is critical info, and can be costly if ignored.

For international exhibitors participating in a US trade show, awareness of the show rules and methods are very different than any other country. This can be a major surprise if unaware.

As I emphasize in my international guidebook, awareness, and respecting the differences is the first step to achieve success. Companies that take the time to research, prepare, and adapt usually will see stronger results. Another bit of advice when exhibiting globally- work and partner with a local company. They know the lay of the land better than you will ever know it. Trust their advice.”

Why Face-to-Face Still Wins

Times CEO Magazine: Why are trade shows still important in today’s digital world?

Larry Kulchawik replied, “Digital marketing today is now a powerful tool, but it doesn’t replace the power of a face-to-face connection. Trade shows bring decision-makers together in one place and compress months of meetings into just a few days. Buyers can see and feel products up close, ask questions directly, and build trust more quickly.

After covid mania, technology began to play a stronger role with trade shows methods. New digital communication tools (Smart phones, AV, lead management) were integrated into exhibit design, but they did not replace human interaction.

New digital tools allowed a show visitor to speak with exhibit representatives from their home offices outside of the convention center. This created a new way of participating in the show without physically being there. Attendance increased. Add to this change post covid- a greater emphasis was placed on the visitors experience- now referred to as ‘experiential marketing’. Creating emotion from a visitor is what builds trust and encourages a decision to buy. No other media creates emotion like a face to face meeting.”

Creating Awareness, Respect, and a New View

Lastly we asked, “What do you hope readers take away from your books?”

“First, I hope that readers develop a deeper appreciation and awareness about trade shows as an industry. Trade shows aren’t just events they are platforms for economic growth and global connection.

The stories about World Fairs, inventions/inventors, and the history of how trade shows started would also be a fun read, in and of itself.

I hope that the book will encourage companies to approach international exhibiting with greater awareness, preparation, and cultural intelligence.

If my books help to create a stronger awareness about the power of trade shows

as a marketing strategy for business, I have achieved my mission. The many people behind the scenes who make it all happen do not look to be applauded, but only to be recognized that they exist and are passionate about what they do to make a living.

After 50 years in an industry that I have fumbled into, I am proud to say that this industry is no longer invisible. It’s a viable industry, and a career to many. The greatest of new ideas are introduced at a trade show!

I hope to inspire someone to take notice of trade show marketing as an economic driver, and as a possible career opportunity they would never regret. Trade shows mean business for those who do it right.” Larry Kulchawik concluded

Connect with Larry Kulchawik on LinkedIn

For more information visit larry kulchawik

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