The Trade Show Playbook: Strategy, Creativity & Execution
Featuring an expert panel, behind-the-scenes tour, and lunch at Innovative Environments
June 17, 2026 | 11:30 AM – 1:00 PM | Innovative Environments
Trade shows can be one of the biggest line items in a marketing budget — but also one of the hardest to get right. Between booth design, messaging, logistics, attendee engagement, and proving ROI, many teams are left wondering what actually makes an exhibit experience successful.
In this interactive lunchtime event, industry experts will share insights, experiences, and lessons learned from the world of trade show marketing during a live panel discussion hosted at Innovative Environments. Attendees will have the opportunity to submit questions ahead of time and participate in live Q&A conversations covering the realities of planning, executing, and evaluating trade show programs in today’s environment.
Following the discussion, attendees will go behind the scenes for a guided facility tour to see how exhibits, branded environments, and trade show materials are brought to life — from concept and production to final execution. Along the way, guests will be able to explore real-world examples, connect with peers over lunch, and gain practical perspectives they can apply to future events and marketing initiatives.
You’ll leave with fresh ideas, new industry connections, and a deeper understanding of the strategy, creativity, and execution behind impactful trade show experiences.
Who Should Attend
- CMOs & VPs of Marketing
- Marketing Directors & Senior Marketing Managers
- Event & Experiential Marketing Leaders
- Trade Show & Conference Managers
- Brand Marketing Leaders
- Demand Generation & Field Marketing Teams
- Business Development Leaders attending industry events
- Corporate Communications & Brand Experience Teams
- Sales & Marketing Leaders responsible for lead generation at events
- Operations or Procurement Teams involved in exhibit/vendor selection
- Companies exploring their first trade show presence
- Manufacturers, industrial companies, and B2B organizations exhibiting at industry events
- Agencies & Consultants supporting experiential or event marketing
- Startup & Growth-Stage Companies building brand visibility through events
- Nonprofit & Association Marketing Teams managing conferences and exhibits
Speaker Info Coming Soon
Registration
Early Registration (Now-June 10, 2026, EOD)
Member: $20
Non-Member: $28
Student: $10
Standard Registration (June 11-June 17, 2026)
Member: $25
Non-Member: $35
Student: $15
Registration Deadline: June 17, 2026
Directions:
If you are coming from Wilshire Place Drive, continue past the Harris County Toll Road Authority office and proceed to the entrance for Alamo Crossing Commerce Center. Turn left into the commerce center and continue down the road. Innovative Environments will be on your left before reaching the bridge at Maxwell Road.
Parking:
Free parking available in the lot adjacent to the building.
Thank you to our academy venue & food/beverage sponsor
