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November 30 – December 1, 2021
Atlanta, GA

Powered by MHI, the ShowPro Live Exhibitor Workshop will feature two days of exhibitor education at no cost.

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Tuesday, November 30, 2021
12:00-1:00 PM EST Welcome Lunch & Learn Chat with GES
Chuck Grouzard,
Executive Vice President, Exhibition Sales, GES
1:00-2:00 PM EST Project Management, Logistics & Operations
Betsy Earle, CTSM
Managing Director/Founder, Event Driven Solutions
2:10-3:10 PM EST Defining ROI
Dan McGrath
SVP, Professionals Sales Trainer/Coach, COACH MEdia
3:15-3:30 PM EST What’s New with the GWCC Campus
Joe Bocherer
Chief Commercial Officer, GWCC

Kim Allison
Sr. Director of Convention Sales, GWCC
3:45-4:45 PM EST Exhibit Marketing Process™ - Session 1
Jefferson Davis
President, Competitive Edge
6:30-9:00 PM EST ShowPro Live Networking Reception
Wednesday, December 1, 2021
7:30-8:30 AM EST Breakfast
8:30-9:30 AM EST Engaging with the Audience
Dan McGrath
SVP, Professionals Sales Trainer/Coach, COACH MEdia
9:40–10:40 AM EST Marketing & Customer Experience
Betsy Earle, CTSM
Managing Director/Founder, Event Driven Solutions
10:50-11:50 AM EST Exhibit Marketing Process™ - Session 2
Jefferson Davis
President, Competitive Edge
12:00-1:00 PM EST Lunch with Edlen Electrical Exhibition Services
1:00-1:30 PM EST What to do in the ATL
Charlene Lopez
Vice President, Sales, Atlanta Convention & Visitors Bureau

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Speakers

Kim Allison

Sr. Director of Convention Sales, GWCC

Kim Allison joined the Authority in 2019. In her role she oversees sales revenue targets, processes and protocols, looks after and supports the team and ensures a great customer engagement throughout their experience from booking to their last meeting day. Her favorite thing to do in Atlanta is to explore and walk the beltline. Her favorite part about working for GWCCA is how wonderful the people are.

Joe Bocherer

Chief Commercial Officer, GWCC

Joe Bocherer served as Head of Sales and Marketing for InterContinental Hotels Group’s (IHG) U.S. franchise division. He has 20 years of convention and visitor’s bureau and hotel sales experience with extensive knowledge of group and transient-driven business. He has served as Vice President of Sales for Experience Columbus (Ohio), Corporate Director of Sales and Marketing for White Lodging, and several key positions with Hyatt Hotels including Hyatt Regency Atlanta and Regional Vice President of Sales over the Southeast select service division. As the GWCCA’s Chief Commercial Officer, Bocherer presides over Sales and Marketing, Business Development, Customer Analytics and Revenue Management, all products and contracted service agreements.

Betsy Earle, CTSM

Managing Director/Founder, Event Driven Solutions

Betsy Earle is one of only twenty Diamond-level Certified Trade Show Marketers (CTSM) through the EXHIBITOR program, an outreach program by Northern Illinois University. She’s been managing trade show programs since 2006, and been in the event marketing arena since 2000. She has been teaching with EXHIBITOR Magazine since 2012 and is a columnist for EXHIBITOR Magazine, writing the monthly Exhibiting 101 column since the beginning of 2019.

Betsy founded Event Driven Solutions, an event marketing and logistics agency, in March of 2010, in an effort to work with exhibitors needing help with their marketing program. Prior to the launch of the business, she worked with Electrolux Professional as the Marketing Communications and Events Manager for the United States and Latin America. She started Event Driven Solutions when she noticed that there was a need for a solution to work with exhibitors and their exhibit house. While many suppliers offered trade show booths and exhibits, she wanted to work closely with exhibitors to help them bring their entire program together.

Jefferson Davis

President, Competitive Edge

Jefferson Davis is one of North America's a leading B2B marketing, sales and exhibiting productivity experts. He brings over 30 years of ‘in the trenches’ experience in the exposition industry, as an exhibitor, consultant, trainer, speaker and author.

His primary focus has been identifying critical exhibiting success factors and developing practical processes to help companies ensure their exhibiting program visibly supports core business objectives and delivers measurable financial value beyond cost. The culmination of his work is organized into the Exhibit Marketing Process™. His exhibiting clients have been able to trace over $800 million in combined revenue from their participation in trade shows.

Through his award-winning E3 Exhibiting Effectiveness Evaluation, his team has conducted in-depth evaluations on over 35,000 exhibitors in action on show floors. When companies need to make sure their exhibiting program delivers significant and measurable value, Jefferson is the expert they turn to!

Chuck Grouzard

Executive Vice President, Exhibition Sales, GES

Chuck Grouzard is the Executive Vice President of Exhibition Sales at GES and has over 30+ years if industry experience. Chuck is always up for a challenge and has worked with a broad range of clients. He is currently serving on the board of directors for International Association of Exhibits and Events (IAEE) and the Center for Exhibition Industry Research (CEIR). Chuck is also past president of the Exhibitions Services and Contractors Association (ESCA), and the Midwest Chapter of IAEE. In 2020, Chuck was recognized by Connect Corporate as one of their 15 over 50 award winners for impacting and advancing the meetings and events industry over the course of his career.

Charlene Lopez

Vice President, Sales, Atlanta Convention & Visitors Bureau

Charlene Lopez leads sales initiatives for Atlanta Convention & Visitors Bureau (ACVB) through events, lead generation and customer engagement to increase hotel room night bookings across the city. She currently serves as vice chair of American Society of Association Executives’ (ASAE) Industry Partner Alliance Committee and sits on the International Association of Exhibitions and Events’ (IAEE) Southeast Chapter board of directors. From 2015-2020, she served on the Professional Convention Management Association’s (PCMA) Southeast Chapter board.

Charlene’s experience working in hospitality spans 18 years. She joined ACVB in June 2012 as sales manager, national accounts, focusing on association and corporate business. She was promoted to director, citywide sales in October 2019. Her career includes roles with Omni Hotel at CNN Center as director of sales, associate director of sales at Hyatt Regency Atlanta and associate director of sales, sales manager and business travel manager at Hyatt Regency Hill Country Resort and Spa.

Dan McGrath

Vice President, Client Development, COACH MEdia

Dan McGrath joined COACH MEdia in July 2008. In the role of Vice President, Client Development, Dan creates and implements skill development training and coaching programs that support a successful integrated sales strategy.

Prior to joining COACH MEdia, Dan spent 15 years in the media sales industry as both a sales professional and a sales leader. Dan joined COACH MEdia from Gartner, where he held roles of increasing responsibility including Vice President of Sales. Dan began his career at Ziff Davis and worked in numerous senior sales positions including Director of Sales. Throughout his career, Dan has excelled at selling, managing sales teams, recruiting sales teams and developing sales executives.

Tuesday, November 30, 2021

12:00-1:00 PM EST: Welcome Lunch & Learn Chat with GES

Chuck Grouzard,
Executive Vice President, Exhibition Sales, GES


GES is the official show services contractor for MODEX and ProMat and like MHI, they are invested in the success of our exhibitors. As one of the largest and most capable trade show management companies in our industry, GES partners with us as our exhibition consultants. From on-line to on-site and pre-show to post-show, GES will talk to you about how to maximize ROI by planning your trade show experience.

This live and interactive ShowPro event will provide a high-level overview of everything GES has to offer to help you succeed at MODEX 2022. Every trade show has its surprises but many, if not all, can be avoided if you take advantage of the customer service opportunities GES has developed. From pre-show brainstorming and planning to at-show execution services to post-show analysis and recommendations, GES is committed to creating a positive experience that results in a successful, lasting partnership.

1:00-2:00 PM EST: Project Management, Logistics & Operations

Betsy Earle, CTSM
Managing Director/Founder, Event Driven Solutions


MODEX 2022 is a 4-to-6-month marketing and sales opportunity and the material handling and supply chain industry is leading the charge as the world battles back from the pandemic. Whether you are a trade show veteran or MODEX 2022 is your first event, there is more to a trade show than showing up to a booth.

This session on Project Management, Logistics & Operations will cover all the important items that go into pulling off a successful show. We will discuss managing your exhibit project, budgeting, planning, shipping, logistics, operations and much more.

2:10-3:10 PM EST: Defining ROI

Dan McGrath
SVP, Professionals Sales Trainer/Coach, COACH MEdia


Exhibitors are constantly trying to generate “ROI” from Events. But what does ROI mean? How is it defined? Do different business units define ROI differently?

In Defining ROI, exhibitors will learn to use The Formula for Success as a strategic tool with multiple business units, that addresses their overall business objectives the remaining 361 days a year when you’re not on the show floor. Dan will showcase best practices for having a Pre-show, On-site, and Post-show Event strategy, helping exhibitors maximize MODEX 2022’s ROO (Return on Objective), both short and long term.

3:15-3:30 PM EST: What’s New with the GWCC Campus

Joe Bocherer
Chief Commercial Officer, GWCC

Kim Allison
Sr. Director of Convention Sales, GWCC


The Georgia World Congress Center campus and surrounding area is going through massive change and remodel. Hear from the GWCC leadership to learn what you can expect at MODEX 2022 and beyond as this world class facility expands and grows. From new restaurants, hotels, and entertainment options to some of the most modern facilities in the country, this is your chance to learn what you can expect when you arrive in Atlanta.

Learn about all the exciting changes that are taking place in and around the Georgia World Congress Center.

3:45-4:45 PM EST: Exhibit Marketing Process™ - Session 1

Jefferson Davis
President, Competitive Edge


While the last two years have rapidly created massive changes in all our lives and businesses, what hasn’t changed is the critical need to continue marketing your company, servicing your customers and selling your products and services. Marketing, selling, and exhibiting strategies must be adjusted to survive and ultimately thrive as we emerge from these challenging times. Jefferson Davis will use his all new Exhibit Marketing Process™ as the centerpiece of this interactive and dynamic session.

This proven-effective ten-step Exhibit Marketing Process™ has been developed and refined over 30 years and has helped Jefferson’s exhibiting clients generate over $800 million in combined exhibiting results. This two-part session will provide ShowPro participants with the following take- aways:

  • Two high-level outcomes a well-designed and executed exhibit program should deliver for your company.
  • Self-assess which of the ten areas of the process you feel has most limited your performance and results over the years.
  • Walk through key ideas and strategies for each of the ten areas to help you improve your planning and execution for the upcoming Promat.

Wednesday, December 1, 2021

8:30-9:30 AM EST: Engaging with the Audience

Dan McGrath
SVP, Professionals Sales Trainer/Coach, COACH MEdia


Exhibiting in trade shows to simply chase a certain amount of “leads” with new business opportunities is an outdated approach. How do you define a “lead” since not everyone has the same definition? What is a lead meant to then turn into? MODEX management has the responsibility of delivering attendees to the hall, but who is responsible for driving attendees to your booth and what will you do with those prospects when they arrive?

In Engaging with the Audience, Dan will share and discuss all the additional areas of value exhibitors need to take advantage of (speaking opts, MPOs etc.) and best practices for engaging with the audience.

9:40-10:40 AM EST: Marketing & Customer Experience

Betsy Earle, CTSM
Managing Director/Founder, Event Driven Solutions


MODEX 2022 is a 4-to-6-month marketing and sales opportunity, and the material handling and supply chain industry is leading the charge as the world battles back from the pandemic. This session will build upon Betsy’s Project Management, Logistics & Operations session and will address topics that will help you plan and execute the customer facing experience that prospects will enjoy leading up to, during and after the show.

Marketing & Customer Experience will do a deep dive into the more advanced marketing and trade show topics that will help maximize your ROI. We will cover topics like booth design, booth staffing, marketing, lead management and setting expectations in this unprecedented time.

10:50-11:50 AM EST: Exhibit Marketing Process™ - Session 2

Jefferson Davis
President, Competitive Edge


While the last two years have rapidly created massive changes in all our lives and businesses, what hasn’t changed is the critical need to continue marketing your company, servicing your customers and selling your products and services. Marketing, selling, and exhibiting strategies must be adjusted to survive and ultimately thrive as we emerge from these challenging times. Jefferson Davis will use his all new Exhibit Marketing Process™ as the centerpiece of this interactive and dynamic session.

This proven-effective ten-step Exhibit Marketing Process™ has been developed and refined over 30 years and has helped Jefferson’s exhibiting clients generate over $800 million in combined exhibiting results. This two-part session will provide ShowPro participants with the following take- aways:

  • Two high-level outcomes a well-designed and executed exhibit program should deliver for your company.
  • Self-assess which of the ten areas of the process you feel has most limited your performance and results over the years.
  • Walk through key ideas and strategies for each of the ten areas to help you improve your planning and execution for the upcoming Promat.

1:00-1:30 PM EST: What to do in the ATL

Charlene Lopez
Vice President, Sales, Atlanta Convention & Visitors Bureau


Atlanta offers an unparalleled experience as one of the top convention cities in the country. Hear from the Atlanta Covention & Visitors Beureau about all their city has to offer.

Downtown is home to Atlanta’s walkable convention and entertainment district with an array of hotel properties offering more than 12,500 guest rooms. GWCC is the world’s largest LEED-certified convention center and sits in the heart of Downtown. It hosts some of the country’s largest shows with more than 1 million square feet of contiguous exhibit space. The convention center campus includes Mercedes-Benz Stadium and Centennial Olympic Park, the 22-acre greenspace that serves as Atlanta’s legacy of the 1996 Summer Olympic Games. The park is surrounded by world-class attractions that double as venues, creating experiences that can only be found in Atlanta. GWCC continues to expand with the anticipated 975-room Signia by Hilton Atlanta. The new hotel will connect directly to the convention center and is expected to welcome conventioneers in late 2023. Outside of our amazing attractions, Atlanta is booming with entertainment options, neighborhood shopping, exciting sports and outdoor activities and a thriving food scene. The Atlanta CVB is prepared to share all that Atlanta has to offer. Learn about all of the changes that are taking place in and around the Georgia World Congress Center.

Register for FREE    Hotel Reservations

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