Trade Show Masterclass ft Bill Kenney | Hard Corps Marketing Show | Ep 416
How can booth design and messaging transform your trade show results?
In this episode of The Hard Corps Marketing Show, I sat down with Bill Kenney, Founder & Client Advocate of MEET. Bill brings his wealth of knowledge on booth strategy and lead generation, offering practical insights that help businesses turn trade show floors into high-performing sales opportunities.
Bill breaks down why traditional booth setups often fall short and how a customer-centric approach makes all the difference. He shares how focusing on pain-point-driven messaging, like asking direct, relatable questions, can immediately attract qualified prospects. Bill also emphasizes the importance of keeping booth designs clean and simple, ditching cluttered text and irrelevant graphics for bold headlines that speak to real customer needs. Plus, he explains how to train your team for short, high-impact conversations and collect the right data for post-show follow-up.
In this episode, we cover:
- Why customer-focused booth messaging outperforms company-centric designs
- The power of short, strategic conversations over lengthy sales pitches
- Why cluttered booths and generic giveaways can hurt your brand presence
- Bill’s framework for turning trade shows into high-performing lead gen channels
If you’re ready to transform your trade show booth into a lead-generating powerhouse, this episode is packed with actionable insights you won’t want to miss!
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Connect with Bill:
- LinkedIn: https://www.linkedin.com/in/bkenney/
- MEET Company website: https://meetroi.com/
- Blog: https://meetroi.com/blogs/
- Belly 2 Belly Podcast: http://meetroi.com/podcast/
- Softland Partners Company website: https://softlandpartners.com/
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- YouTube: https://youtu.be/e83tgGjsKRI
Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Creators and Guests
Host
Casey Cheshire
CEO & Founder of Ringmaster Conversational Marketing. Casey Cheshire is a marketer, serial entrepreneur, and adventurer. He has been in EO for close to 10 years and counts his relationships as a key reason for his continued success. Casey’s passion for podcasting led to him founding Ringmaster Conversational Marketing. Ringmaster helps B2B businesses launch podcasts that drive growth and revenue. Previously, Casey founded and ran Cheshire Impact for 10 years. It became the top Salesforce Pardot marketing automation solutions partner in the world before a successful exit in 2021. He is also a US Marine Corps Veteran where he served in the Infantry and deployed to some very hot climates. In his free time, Casey likes to skydive, climb mountains, and pretend to be a hungry bear for his two kids.