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Location: Chicago, IL | McCormick Place South - meeting room S102.

Powered by MHI, Wednesday, January 16th and Thursday, January 17th will feature two days of exhibitor education at the ShowPro Live Exhibitor Workshop for ProMat 2019. This FREE event is limited to the first 200 registrants, so do not delay. Hyatt McCormick is offering discounted room rates of $102 to ProMat MHI ShowPro Live attendees.

In addition, attending MHI ShowPro Live will earn your company five (5) MHI Loyalty Points for the 2019 calendar year.

Register for Free   Hotel Reservations  


  • Show Operations Lunch and Learn with GES
  • New Exhibitor Onboarding
  • Trade Show 101
  • Trade Show 201


  • Maximizing return on trade show PR opportunities
  • Content Marketing
  • Experiential trade show marketing
  • And much more…

Gain practical ideas, knowledge and skills to help maximize ROI at industry trade shows and beyond.

ShowPro Agenda

Wednesday, January 16, 2019

12:00-1:00 PM Show Operations Lunch & Learn with GES
 View Presentation    View Video
1:00-2:00 PM New Exhibitor Onboarding Program Introduction – Jefferson Davis
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2:10-3:10 PM Trade Show 101 – Jefferson Davis
 View Presentation  
3:20-4:20 PM Trade Show 201 – Jefferson Davis
 View Presentation    View Video
6:30-9:00 PM ShowPro Live Networking Reception @ Chicago’s Keiser Tiger Gastropub
You’ve seen the sport of Curling in the Olympics! Now you can try it. MHI invites you to join in on an evening of curling fun and networking at the ShowPro Live Networking Reception Wednesday evening from 6:30pm-9:00pm at Chicago’s Kaiser Tiger Gastro Pub where the summer biergarten becomes a winter curling court!

Thursday, January 17, 2019

7:30-8:30 AM Breakfast
8:30-9:30 AM Maximizing Return on Trade Show PR Panel Discussion – Hosted by Carol Miller
9:40–10:40 AM Content Marketing for Customer Experience – Carla Johnson, Type A Communications
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How smart brands build intelligent customer experiences that drive revenue

We’re splendid at telling people we’re wonderful, better and different. We write case studies. We gather testimonials. We’re pumping out videos like Hollywood producers. But what if we made our actions speak louder than words? What if we stopped telling people how great we are, and started showing them instead?

Amazing things happen when smart businesses create intelligent customer experiences. Experiences that look more like a five-star concierge than a manufacturer.

In this refreshing hour-long presentation, best-selling author and marketing executive Carla Johnson will teach us the secrets smart businesses use to avoid hollow marketing promises and, instead, inspire remarkable experiences for audiences. You’ll learn how to create amazing interactions that inspire your prospects at every touchpoint. She’ll show you how to create a customer-first marketing mindset. You’ll walk away ready to deliver unique interactions that show buyers you mean business.

It’s time to start showing people we’re different.
10:50-11:50 AM Create an Engaging Experience – Marlys Arnold, ImageSpecialist
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ProMat Exhibitor Education Tools
Inside this free membership, you'll find a variety of tools to help as you prepare for ProMat 2019.
12:00-1:00PM Networking Lunch
1:00-2:00PM Return On Audiences – How Content Marketing Transforms Trade Show Marketing Into A Media Business – Robert Rose, Content Marketing Institute
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Carla Johnson, International speaker, best-selling author and world-renowned storyteller
Over the last two decades, Carla has helped architects and actuaries, executives and volunteers, innovators and visionaries leverage the art of storytelling to inspire action through amazing experiences. Her work with Fortune 500 brands set the stage for the latest of her seven books. Experiences: The 7th Era of Marketing sets the benchmark for a powerful new way for marketing to create value for businesses. Consistently named one of the top influencers in B2B, digital and content marketing, Carla regularly challenges conventional thinking.

Today, Carla travels the world teaching anyone (and everyone) how to cultivate idea-driven teams that breed unstoppable creativity and game-changing innovation.

Marlys Arnold, ImageSpecialist
As an exhibit marketing strategist, Marlys Arnold combines image expertise and real-world marketing experience with a passion for trade shows. Not only has she been an exhibitor, but also the organizer of several expos and events. This unique perspective of the industry allows her to share new insights with both beginning and experienced exhibitors, teaching how to create experiential exhibits that produce significantly higher numbers of qualified leads.

She’s led workshops for groups including Meeting Professionals International (MPI), the International Association of Exhibitions & Events (IAEE), TSNN and EXHIBITOR, as well as providing exhibitor training for events in a variety of industries, ranging from local consumer expos to some of the largest trade shows in the U.S.

Her articles have appeared in trade show industry magazines and business publications, and she’s been featured on both traditional and online broadcasts. She writes the TradeShowTips Online e-zine, hosts the Trade Show Insights blog/podcast and is the author of Build a Better Trade Show Image, the Exhibitor Education Manifesto, and the ExhibitorEd Success System. She’s also the founder of the Exhibit Marketers Café, an online education community. Her latest book, Exhibit Design That Works, debuted in July 2017.

You can connect with Marlys via social media channels (see bottom of the page), send her an e-mail, or call her at 816-746-7888.

Robert Rose, Content Marketing Institute
For more than 25 years, Robert has helped marketers tell their story more effectively through digital media. Over the last five years, Robert has worked with more than 500 companies, including 15 of the Fortune 100. He’s provided strategic marketing advice and counsel for global brands such as Capital One, NASA, Dell, McCormick Spices, Hewlett Packard, Microsoft, and The Bill & Melinda Gates Foundation. Robert is the founder and chief strategy officer for The Content Advisory, the education and consulting group for The Content Marketing Institute.

Robert’s third book – Killing Marketing, with co-author Joe Pulizzi has been called the “book that rewrites the rules of marketing”. His second book – Experiences: The Seventh Era of Marketing is a top seller and has been called a “treatise, and a call to arms for marketers to lead business innovation in the 21st century.” Robert’s first book, Managing Content Marketing, spent two weeks as a top ten marketing book on and is generally considered to be the “owners manual” of the Content Marketing process.

Jefferson Davis, Competitive Edge
President of Competitive Edge, a highly-specialized consulting and training firm on a mission to inspire, lead and direct businesses on how to more effectively use exhibiting to visibly support core business objectives and generate measurable financial value, far beyond cost.

His mission is achieved by challenging companies to re-evaluate limiting perspectives about exhibiting and focusing them on precision execution of critical exhibiting success factors.

Jefferson's Tradeshow Turnaround philosophy and practices are the exposition industry's definitive guide to quickly turning tradeshows from "expensive appearances" to "productive, profitable investments." His services have helped clients generate over $650,000,000 in combined results.



The Hyatt McCormick Hotel is offering discounted room rates of $102 to MHI ShowPro attendees.

Book Online

Call the hotel directly at 402-593-6018 and reference the MHI/ProMat 2019 ShowPro event.