John Blaskey has generated hundreds of millions of pounds of new prospective business for his clients through face-to-face marketing. Global multinationals, national trade organisations, not-for-profits and countless SMEs have benefited from John’s insights.  

John’s key theme is persuading his audiences to stop hiding behind their screens and engage with prospects. Engaging with our fellow human beings has proved to deliver far more long-term business relationships than via online methods. John’s content addresses how to identify real prospects, how to evaluate them, how to listen actively to their needs, how to align their messaging consistently and how to take advantage of our universal connectiveness.  

From manufacturing display panels for exhibitors 40 years ago to disrupting conventional exhibiting norms, John is certainly an unconventional figure. His calling today is to inspire and persuade any ambitious organisation to create sustainable live marketing strategies, to differentiate themselves, and measure every aspect of their performance.  

• In this episode, John Blaskey discusses his key findings throughout his 50 years of experience in the Trade Shows industry, and his unique propositions that can enable organisations to get better results from exhibitions and trade shows. He believes that essentially, events where people gather have risen from primal roots such as the bazaar and the agora. 
• Even today, people gather at events to fulfil their desires of socialising and entertainment, of spectacle and camaraderie. It is in this context that John proposes that booths must therefore host performances, and these performances must draw in the right audiences. At the same time, he advocates qualifying visitors before letting them into booths, which must be treated as private enclosures. 
• He also believes that events are a part of a continuum that must be designed to take qualified leads onto the next stage, or next event, which should be a private one-on-one interaction. Exhibitions are marketing engagements and are not meant to garner sales.        

Run time – 00:48:54