About Michael
About Michael Flavin
Practical, no-cost trade show advice from 20 years on the show floor.
About Michael
I'm Michael Flavin. I started in the trade show industry in 2006, helping B2B companies plan, design and run their exhibits. That's about 20 years in sales, marketing and experience design, on everything from 10x10 inline booths to full island exhibits.
What I've worked on
- Booth strategy for inline, peninsula and island spaces
- Custom and rental exhibits, plus turnkey services
- Working with design, build, logistics and storage teams from start to finish
- Engagement ideas that get attendees to stop and talk
- Measuring results so ROI is clear
Beyond the show floor
I've also worked in visual communications, marketing and commercial design and construction. In that last role, I was on the other side of the aisle as an exhibitor. Planning and working our own booth showed me what exhibitors deal with, from deadlines and budgets to the pressure to show results. Before that, I worked in sales and leadership training, helping people grow in leadership, public speaking and selling.
What I believe
A booth isn't a structure. It's a strategy. Trade shows are like puzzles. My goal here is to help you fit every piece.
I've watched plenty of exhibitors have a show flop. The exhibit shipped on time, there were more than enough brochures and giveaways, and the hotel rooms were booked. Then the doors opened, and almost nobody stopped.
The causes were usually the same. No pre-show marketing, so nobody knew they were coming. No agreed goals between sales and marketing. No booth staff training. I helped them fix those three things, and those lessons are a big part of this site.
LinkedIn: linkedin.com/in/michaelflavin
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Here's what all that taught me
- Trade shows aren't an expense. They're an investment, if you plan them like one.
- If nobody knows you're coming, nobody's coming. Every show needs pre-show marketing.
- Train your booth staff before every show. Yes, even the veterans.
- Measure something. If you don't, someone will cut your budget for you.
- Follow up fast. The best leads go cold quickly, and if you don't call, someone else will.
That's what you'll find here: practical, no-cost advice you can use on your next show. No fluff.
Got a question about an upcoming show? Ask me.
The tips and opinions on this site are my own. They don't reflect the views or advice of any past or present employer.
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Explore the topics
Planning & Objectives
Set clear goals, pick the right shows and build a timeline that keeps you ahead of every deadline.
Budgeting
Understand where the money goes, cut waste and treat every dollar as an investment in results.
Booth Design & Graphics
Booth design, exhibits, lighting and graphics that stop people in the aisle and tell your story in seconds.
Staffing
Choose, train and coach a booth team that starts conversations and qualifies leads.
Marketing
Pre-show promotion and in-booth engagement that bring the right people to your booth.
Measurement
Set the right goals, track ROI and ROO, and show your executives what every show is worth.
Logistics
Keep shipping, drayage, install & dismantle and show services on schedule and on budget.
Lead Follow-Up
Capture, qualify and follow up fast, so the leads you worked for turn into customers.
Ask Michael
If you're planning a show and stuck on something, ask me.