Meet ADEX Team Member: Dan Luken

Dan Luken ADEX international
Meet Dan Luken, Tradeshow & Event Specialist

Dive into our Q&A with Dan!

Question: How long have you been a part of the ADEX team? 
Answer: 30 years

What is your role at ADEX? 
Tradeshow and Event Specialist

What does tradeshow and event specialists do? 
We help organize and plan shows and events for clients

What does your day-to-day look like?  
It means we have to know our clients, their inventory, organize labor, services, logistics, all the way to dismantling the booth and shipping it back to storage.

What is the wildest thing you have experienced while traveling? 
I saw a 60’ back wall fall over, because it wasn’t supported correctly. (This was not an ADEX wall, just to be sure!)

What is the most ‘disgusting’ thing you have ever eaten? 
I tried an oyster, no thank you

If you weren’t a Trade Show and Event Specialist what would you want to do? 
I love to help people, whether it be fixing something on their house to helping someone be successful on their job.

That’s why I like my job, I like to see how excited clients get when their new booth comes to fruition and they are just overwhelmed.

What is your favorite ADEX memory? 
I actually have two, the first is when my son came to work with us, and the second is when I received my cruise for 10 year anniversary.

Close your eyes for this one…Where is your happy place? 
Sitting on a beach watching the sun come up.

Meet ADEX Team Member: Tracy Fujimura


Question: How long have you been a part of the ADEX team? 
Answer: A little over 3 years

What is your position? 
Business Development Account Manager

What does that mean? 
I work closely with the Director of Business Development as the project manager on her accounts.  I am also sales support; working on RFPs, award applications, marketing materials, and overarching strategic initiatives.

What does that really mean you do? 
I get to work directly with clients to grow existing relationships as well as develop ADEX as a whole.

Craziest thing you’ve seen while traveling? 
Exotic petting zoo in a trade show booth

What is the most disgusting thing you’ve ever eaten? 
Oysters….sorry, I don’t like them!

If you weren’t a Trade Show and Event Specialist what would you want to do? 
I would want to rehab and flip homes

What is your favorite ADEX memory? 
My favorite ADEX memory is our client and employee 40th celebration. 

Close your eyes for this one…Where is your happy place? 
Camping in Red River Gorge

While convention attendance has dried up, convention centers have dialed up their expansion plans

Convention center building on the rise

Convention Centers Expanding Despite 2020 Attendance Drought

While convention attendance has dried up, convention centers have dialed up their expansion plans. The pandemic is intensifying the competition among cities, which are rushing to build bigger, more alluring event spaces. 

Convention center building on the rise

Things are looking up

A seemingly juxtaposed situation is unfolding in the convention space, which is making ADEX excited about the future.

While we are reading devastating facts about our current situation, as seen in the article quote below, we are also encouraged by the hundreds of millions of dollars being invested into convention centers, hotels, and exposition centers around the country.

“Normally, there are more than a quarter-million conventions and trade shows in the United States each year, ranging from the huge CES technology trade show in Las Vegas to smaller expos for janitorial supplies or antique-toy enthusiasts. In 2016, those events drew 84.7 million people, who spent a total of $110.4 billion, according to the latest survey by the Events Industry Council.”

This is a good sign that the industry will come storming back. Maybe not immediately, but almost certainly.

Many city convention centers, hotels, and exhibition centers are investing heavily for the anticipated full-scale shows to return in the next 1-2 years:

  • Indianapolis: Spending up to $155 million to retain the American Dental Association convention in 2026
  • Georgia: budgeting $70 million to double Savannah’s convention center size
  • Cleveland: officials are seeking $30 million to upgrade an underused health technology center and add it onto the Huntington Convention Center.
  • Terre Haute: where the foundation for a $32 million convention center is half poured, the county Capital Improvement Board just began working on a plan for a $20 million hotel nearby.

Why are cities pouring so much money into a space that is currently inactive?

ADEX’s Director of Business Development, Cheryl Wood, shares her thoughts:

“I believe most overlook the great impact the exhibition, convention, and event industry has on the economy and what it can do for a city’s state of business. These events affect all major cities, bringing in millions of dollars of revenue for a variety of different industries on a regular basis.” 

The switch to virtual has certainly helped to keep things going in a time when we’ve been left with no other option. Some have elected to convert their entire business over to virtual, predicting that the trade show industry won’t snap back to the strength it once had.

But ADEX is bullish on the return of face-to-face tradeshows for a few great reasons:

  1. More effective and efficient method of business development:
    In-person trade shows and events keep a company’s sales force face-to-face with their prospects and clients. Engaging prospects in one-on-one, in-person conversations is a better way to build credibility with that individual, compared to that of a virtual sales call. Salespeople can travel to a single location for a few days and interact with over 50 people each day. This invariably leads to a greater sales investment when compared to traveling to each prospect individually across the country. If planned appropriately, tradeshows can occur safely within these large spaces.
  2. Fantastic revenue generator for cities:
    One of these multi-day events brings revenue to hotels, restaurants, and other cultural venues, keeping a city’s downtown core alive and thriving.
  3. Virtual call fatigue is setting in:
    We are starting to hit the limits of everyone’s patience for an environment that’s 100% virtual calls. It’s harder to hold attendees’ attention on sales calls, given how easily they can walk away from their computer. Virtual events are also struggling to engage the attendees. Many organizations are finding it incredibly difficult to replicate the excitement and energy, delivery and quality of information of an in-person event to a virtual experience.

“The world doesn’t realize how much the trade show industry contributes to overall. The human touch is not to be overlooked in the face of virtual capabilities. We need to get back to the “human touch” once we can again safely, even though we can’t right now.” Cheryl continues.

Here’s how you can be ready

1.) Quieter, less traveled times don’t call for idleness. It calls for strategic planning.

Many companies are sitting on their hands while “nothing is happening.” Now is your opportunity to get out ahead of your competition. 

  • Start to examine how your key customers are evolving their buying process. While it could migrate toward more virtual experience, it won’t entirely.
  • Your sales team will have a lot of great insights here based upon their 2020 experiences.
  • Use these insights to balance what your hybrid in-person and virtual experiences will be. ADEX can help with balancing the right approach for your company.

It’s time to get re-inspired for your next booth! View an array of our custom booths to inspire your next design by clicking here

2.) While in-person events will be back, it won’t be the only avenue for your company’s growth.

All companies will start to use virtual more and more since their buyers are finding that it is convenient, in some instances, to explore offerings without being there in person.

However, the successful companies will develop a hybrid approach which encompasses both an in-person strategy as well as a complementary digital, virtual strategy.

Ultimately, successful sales teams will adapt to meet their customers’ needs. The good news is that we’re seeing both the benefits and limitations of virtual right now.

View ADEX’s virtual offering page as a reference point for your team to start to consider their hybrid strategy by clicking here.

3.) Don’t overanalyze your current position or try to predict the future.

It’s stressful to think about planning for future shows that may not be finalized just yet.

However, your company will certainly benefit from taking an early strategic approach to their 2021 and 2022 strategy:

  • Analyze how your buyers and customers have evolved their approach to buying products and services like yours. Remember that your sales team is a great source of inspiration here. They will also be eager to contribute in meaningful ways if they can see how this will help them develop their book of business further. Work together to develop an educational experience for your key buyers.
  • Determine what level of in-person and virtual experiences you should create with the help of your sales team. Having a thriving virtual strategy is going to help your sales team both immediately, while shows are still down, as well as into the future, when an in-person and virtual hybrid approach will be necessary to grow.
  • Speak with ADEX about the best way to approach your upcoming in-person and virtual tradeshow experience. We have seen first-hand the power that virtual can have, especially when complemented by an in-person strategy. We can help you prioritize your first steps and get you started with a program to develop an incredible growth platform for the next 1-2 years.

Regardless of where your organization is today, the future looks bright. We’re here to help you develop the right approach for your organization. No two companies are alike and we pride ourselves on this customized hybrid strategy we have already begun to implement with our partners.

You can read the full original New York Times article here:

Meet ADEX Team Member: Caleb Campbell

Q: How long have you been a part of the ADEX team?  

A: 3 Years

Q: What is your position?  

A: Graphic Production Specialist

Q: What does that mean?  

A: Maintaining-Operating printing & finishing equipment. Helping create new processes for custom jobs.

Q: What does that really mean you do?  

A: To be a part of something I am passionate about as well as having the creative freedom to produce products.

Q: Craziest thing you’ve seen while traveling?  

A: I haven’t traveled much to see anything crazy but it is a huge joy going on to job sites to apply graphics or vinyl and seeing the finish product from start to finish.

Q: What is the most disgusting thing you’ve ever eaten? 

A: The raw oysters that get slurped down. Steamed oysters are ok! 

Q: If you weren’t a Graphic Production Specialist what would you want to do? 

A: Be a mechanical technician on machines or vehicles. Taking things apart to fix or clean is very relaxing to me. 

Q: What is your favorite ADEX memory? 

A: Attending IMTS in Chicago seeing work that I helped complete as well as seeing how these trade shows are in action. 

Q: Close your eyes for this one…Where is your happy place?

A: Red River Gorge in Kentucky  

Q: Who do you think we should feature next? 

A: Brent Abbot 

What Quarantine Has Taught Us About Face-to-Face Events

Without a doubt, COVID-19 has been detrimental to the trade show and events industry. It is still unclear as to when events will begin again, and when they do, they will certainly be run differently for a time after the pandemic. While face-to-face events have been placed on hold, a hard truth has become very apparent – there is no true alternative to trade shows. 

We are social beings that crave human connection. We gather to learn, grow, share, experience, and network. This is the foundational purpose of trade show events – to create and enhance environments in a way that will foster more meaningful connection, more powerful face-to-face interaction, and a higher level of understanding between our clients and their customers. 

Those of us at ADEX International stand anxiously ready to jump back into serving our clients to facilitate their trade show and marketing goals. Until then, we want our clients to know that we miss them and hope they are staying well. 


A COVID-19 Update From ADEX

There is a lot of uncertainty in our communities right now.  We are, like all of you, doing our best to stop the spread of COVID-19 by practicing the CDC’s recommended guidelines on cleanliness, sanitization, and social distancing.  ADEX also recognizes that human beings are a social species.  As veterans of the events industry, we may know this more than most.  While we do what is necessary for the health and wellness of our community, our country, and the world, ADEX still plans to connect with and support our partners in business, in our industry, and beyond. 

 These are unchartered waters.  With each day comes a new challenge, but through them all ADEX will remain committed to supporting our clients.  Our team will continue to think creatively about how we provide our goods and services to support the marketing needs of our clients.

As we do, we have decided to occasionally feature an ADEX employee as part of a “get to know us” series on our blog.  It’s just our way of saying hi and hopefully spreading our positive energy to each of you.

Meet Glenn Mojzer of ADEX below!

How long have you been a part of the ADEX team?

34 years.

What is your position?

Trade Show and Event Specialist.

What does that mean?

What the client wants I make sure happens and that the bottom line is within ADEX budgets and estimates.

What does that really mean you do?

I interact with the client and mediate with the staff and management of ADEX after it’s been ascertained what the client wants to do at a trade show or event. That includes any necessary coordination of logistics, services, and writing directives for other departments in order to get components and elements out the door.

Craziest thing you’ve seen while traveling?

…I know what it was. It was in New York City back in, I want to say 1987, in the back of one of the hotels for a medical show. There was a car in the way of a trailer, trying to get from a garage to a dock, and a forklift came out and lifted the car so a truck could get in. Just put it out of the way on the side of the road. That was too bizarre.

What is the most disgusting thing you’ve ever eaten?

Venison. It didn’t sit well with me and it was here at ADEX when we had Thanksgiving.

If you weren’t a Trade Show and Event Specialist what would you want to do?

Pour beer at a brewery in Cincinnati.

What is your favorite ADEX memory?

I guess my first sale when I was in the sales department. I went to Kansas City to what was, at the time, Marion Laboratories. It was representing the company as a progressive company with heritage and I was part of the design process. It was just me out there on my own. It was exciting.

Close your eyes for this one…Where is your happy place?

Hilton Head Island… On the beach… In August.

Who do you think we should feature next?

Chris Sand. 



Trade shows are an ideal opportunity to maximize the impact of your social media marketing campaign. There is a huge amount of branded content you can create based on your trade show materials – from interviews with presenters, to videos of keynote speeches, exhibits and demo videos, and so much more.

In this article, we’ll discuss some of the best ways that you can integrate social media into your next trade show and maximize the reach of your marketing campaign.

1. Go Live

Facebook Live is a very powerful tool for marketers. All you need is a phone, and a Facebook page to get started. Just go live at the show, and start creating content. You can take viewers on a tour around your exhibition booth, or through the entire trade show. You can also read and respond to comments directly in the app, which is helpful for interacting with your potential customers.

2. Create Plenty of Content During the Show (And Encourage Interactivity)

Do your best to create a lot of content during the show and make posts that are relevant to each day. Scheduling Facebook, Instagram, and Twitter posts is often a good idea. You can come up with posts before the show and automate them so that you don’t have to spend as much time on your social media campaign during the event.

You should also encourage interactivity. Ask customers and followers what they want to see and what they’re interested in! This will make it much easier to make content such as videos and blog posts about the trade show.

3. #Tag #Everything #Properly

You shouldn’t tag your posts with too many hashtags, but it’s a good idea to at least use the official hashtag of the trade show. For example, if you were at CES in 2018, you could #CES2018 in your posts – this will make it easier for people to find the content they’re interested in.

4. Write A Retrospective About the Trade Show

After the show, it’s a great idea to do a round-up retrospective post. You can talk about your own products, demos, and keynotes, as well as everything else that was interesting at the show. This will help position you as a thought leader and give customers an overview of what they missed if they were unable to attend the show.

Use These Ideas to Supercharge Your Marketing Efforts!

These are just a few of the best ways you can use social media marketing to your advantage at a trade show. Got more ideas? Share them in the comments and let us know what you think of our top tips.


When starting a business and working hard to get your name out there, one of the best ways to introduce your brand to a large audience of industry enthusiasts is to have an exhibit at a trade show.

Although, for new businesses, it can be difficult to figure out exactly which trade show would be best for your exhibit to thrive. After all, trade shows can be expensive and time consuming, so you can’t attend all of them. Perhaps you already know you need to be strategic, but you haven’t figured out how to thin the herd and decide which trade show is best for your business.

Here are three surefire ways to ensure you are attending the best trade show for your business.

Determine Your Goal

While that might sound obvious, it’s amazing how many people forgo this vital step.

There are two main types of trade shows. The first is the consumer show. This is where there are outside consumers coming in to buy, possibly get photo opportunities, and meet business owners face to face. This is great for the business who is simply getting their name out to the public.

However, the second option is the true trade show. This is where only people who are serious about the industry show up. This is a networking event and if your exhibit garners attention, it could open some prestigious doors for your company, simply by mingling and showing off your business.

Marketing Madness

At its heart, a trade show is a huge marketing and networking event, while your exhibit is your advertisement. You have a select amount of time to intrigue these people and turn them into leads or business connections, so you can’t bring the whole business. Instead, you must downsize and bring only the essentials for each show.

If you believe you can convert the marketing done pre-show, during the trade show, and after the trade show will generate the number of sales you’re looking for, then this might be a good trade show for your business.

Evaluate the Press Presence

For those businesses that are just starting, putting your business in the line of the press is a good way to garner even more exposure. You want to be everywhere, or at least, give the illusion that your business is everywhere and monitoring trade shows with a high press presence is a good way to accomplish that.

In summation, trade show attendance is highly dependent on trial, error, and personal experience. If you truly believe your business should show face at a trade show go for it. Yet, if you are unsure, of how to figure out the best trade shows for your exhibit, employ these tips to help you weed out the shows that don’t align closest with your ultimate business goals.


Trade shows are one of the best ways to make a splash in your industry, particularly if you’re demoing new technology at a trade show, or about to start the sales of a new product.

Chances are you’ve filled your Rolodex with potential leads after you’ve exhibited your services and products at a trade show. But now, you’ve checked out of your hotel and you’re heading home, and back to the daily routine; what should you do with these leads? Here are a few best practices on how to capitalize on leads gained at a trade show.

1. Start by Organizing the Leads and Contacts

Do this as soon as possible, to ensure that you can still match faces to names. Organize them based on name, phone number, email address, and other basic contact information in a spreadsheet or a paper document. You can also load them into your CRM database, if you have one. This will help you keep track of who you’ve contacted. Writing down a few notes on them will also help you remember your conversation and who they are.

2. Rank Them by Interest in Your Products

You should categorize your leads based on their interest in your products and prioritize the folks who seemed the most willing to buy, and the most willing to share their information. The faster you can contact someone who was interested in what you have, the more likely you are to land a sale.

3. Start Moving Them Down the Sales Funnel

Contact your best leads as soon as you can. It’s best to mention who you are, and where you met them so that they remember you, and your positive interaction.

Then, send another email with an example of how your product works and its benefits. After this, you may be able to give the customer more information about your products, pricing, and other details. If you’ve still got their interest, this is the perfect time to get them on a sales call.

Most importantly, keep these interactions personal and don’t be too pushy. You want to build on the camaraderie that you developed at the trade show, so don’t give your leads the “hard sell.”

Follow These Tips for Better Lead Conversions After Trade Shows

You don’t want to let the leads you made at a trade show go to waste. If you follow these 3 simple best practices, you’ll be able to sell more effectively after trade shows and expos.


Trade shows are one of the best places to gather leads for your company. But gathering leads and following up properly can be a delicate balancing act. How can you make sure you collect great leads without being too pushy or salesy? Here are a few of our top tips.

Be A Person First and A Salesperson Second

Here’s one of the biggest things to realize about a trade show; when someone shows up to your booth, they are probably already interested in your product.

That means you don’t need to be overly pushy. Talking to a person at a trade show is the exact opposite of a cold call. At a trade show booth, your prospective lead is already interested in your products and would like to know more.

That means you should try to connect with them as a person first and a salesperson second. Open up a casual dialogue with them, discuss what you’ve both learned at the trade show, and so on. You don’t have to beat around the bush, being approachable and helpful will go a long way and make them more likely to be interested in your products or services.

Present Your Product as A Solution to Their Problem

Another great trick is to discuss your industry and keep talking until your lead reveals a problem that they have with their business. Then, inform them about how your product can help them solve that problem.

Instead of being pushy from the outset, you can wait until an opportunity reveals itself, which makes you seem less pushy and keeps the conversation natural, even when things turn to the subject of your product.

Follow The 70/30 Rule

Your lead should be talking 70% of the time, and you should be talking 30% of the time. That’s the 70/30 rule and it’s a great way to get a lead to open up and share information about themselves and their business.

You should be asking questions, not parroting bullet points and facts about your product. Ask questions about your lead’s company, industry, and even simply about how their day is going.

Getting More Leads Is All About A Human Connection

When you follow up with a lead after a trade show, they’re far more likely to pick up the phone or answer an email if they remember who you are, which is why creating a human connection is so important at trade shows.

Follow these three sales tips, and get more qualified leads at your next trade show exhibition.