CTSM has leveraged my career to provide trade show consultancy.
Nicole Jabre Aoukar, CTSM
Manager, Global Exhibition Strategy & Management
INDEVCO Consultancy, Zouk, Keserwan, Lebanon
Earning my CTSM has solidified my role as a respected professional and a qualified go-to Exhibition Consultant for multinational clients participating in international exhibitions in Europe, the Middle East, Africa and the US.
Throughout the CTSM journey, and with all the excitement and the new ideas it brings, I've grown both personally and professionally and become more confident to address the challenges that come with every project and from the industry.
I'm very proud to be CTSM certified and to belong to this wonderful community where I can continuously learn and thrive, as well as share my experiences to enrich the knowledge of my colleagues in the industry.
More CTSM Stories: (Click any photo to reveal their story.)
My first EXHIBITORLIVE allowed me to meet professionals who understood the unique aspects of trade show marketing. It was a rejuvenating experience, and I was excited to take so many new techniques home with me.
The variety of courses that are offered at EXHIBITORLIVE really help CTSM graduates to have a well-rounded view of trade shows. I was able to immediately apply my skills and found I had a new level of confidence.
My CTSM portfolio was also valuable in finding a new position after relocating to a new city. The knowledge I've gained at EXHIBITORLIVE has helped me take my career to the next level.
I left there so energized and full of information I couldn't wait to start using all these tools at work. This is truly where my passion for trade show and event planning started. I have been back every year since and still return with practical applications to use.
At first I was just there taking classes; then I set my sights on the CTSM certification. With scheduling help, I completed my courses, passed the exam, and had my portfolio approved in January 2014. The portfolio advisor assigned to me at random has become a friend and mentor. I can say this was professionally and personally one of my biggest accomplishments.
I was very lucky because my company backed me in getting this training. They saw the value in it and me. I still work for the same company, and this certification and training has propelled my career upward up from a coordinator, to manager with a small staff, and soon to become a director in June with a larger staff.
I am truly thankful to EXHIBITORLIVE. I feel lucky to be part of the industry and enjoy what I do every day.
CTSM was, and still is, that top notch program for event professionals. From the basics to advanced concepts, I learned, was inspired, and met teachers & peers whom I count as mentors and friends.
The CTSM portfolio was a pinnacle of my journey - it allowed me the opportunity to step back and showcase my skills - from setting objectives to implementation and results. In the process, I experienced a validation - of my skills, client success and of the progress I had made in my career. My path continues - I have earned additional designations (now Gold and shooting for Diamond) all the while mentoring the next generation of live event marketing superstars!
The CTSM program allows me to stay current with the constant changes in technology and assists in keeping us ahead of our competitors.
The CTSM program has also allowed me to give back as I have reached the Gold Certification Level and am working my way toward Diamond. It is rewarding to assist with portfolios and see the new CTSM graduates walk across the stage at EXHIBITORLIVE.
Networking at each of the conferences has also been a huge benefit for me. I have learned so much from various colleagues in the industry by participating in round table discussions, Dinner with Strangers and being a judge for the Buyer's Choice Awards.
Thanks to all the skills and knowledge of the CTSM program, I continue to grow in my role as a Corporate Media Manager for AriensCo.
I both enjoyed and benefited from socializing with other professionals and seeing what was new in the industry of face-to-face marketing. The education was something I could not walk away from and quickly wanted more. Soon after that first conference I signed up for the CTSM program and began taking sessions at every opportunity available.
Fast forward to 2018 - I moved to a new company who values my certification and looks to me as a strategic partner. I now lead a team of event and trade show coordinators. Thanks to the CTSM program for the education and opportunities that have helped me succeed in my current position.
At my first EXHIBITORLIVE conference I was overwhelmed. Everything I ever wanted to know about trade shows was there. The exhibit hall had vendors for every aspect of exhibiting, and for the first time in my career I was with people who did exactly what I do and understood the challenges of my job. I signed up for the passport and took 14 classes and three peer-to-peer sessions. I was exhausted, but there was so much to take in. I didn't want to miss one single thing.
When I returned to the office, I wrote a 14-page memo to my boss detailing all the things I had learned at the conference and what we should be applying to our own program. We needed better budgeting an pre-show marketing to drive traffic. I found our new booth builder in the exhibit hall.
There aren't other programs that I am aware of that train you in trade shows. Don't wait to get started like I did. If the words 'trade show' are in your job description, you should be attending every single year.
The inspiration and knowledge I received from my CTSM classes pushed me and my program to be better. The amount of effort that went into studying for the exam fueled my determination. Being able to showcase all the work that goes into one trade show in my completed portfolio confirmed my dedication. Taking one step at a time I earned my certification in 2016 and it is still one of my proudest professional achievements. It was A LOT of hard work, but worth it!
Armed with new ideas and skills, the CTSM program gave me the confidence to be a leader. To put forth recommendations and stand behind them. I learned to streamline processes, help identify strategy with set goals and report on results. This has ultimately helped the business make better decisions about what shows to attend and how to make the most out of each one.
I was lucky to have gone through the program with my manager but I know not everyone has that opportunity. In addition to all the experts I get to learn from, one of the things I value most is being able to help and encourage others going through the program. Being able to give back to the industry is an amazing feeling.
Today I continue to take classes every year for inspiration and to keep up on trends and best practices. I stay active in the program to work on receiving upgrades and to grow my network of amazing event professionals. I know wherever this industry takes me, the CTSM program will always be a part of my journey.
For me it was unexpected to see how much of the coursework I unknowingly applied to my tradeshow program, and referring to specific courses throughout the portfolio really brought that to my attention.
The single most important thing I've learned is that I am not alone. Even though I'm the only one in my company engrossed in tradeshow planning and execution, there are so many other people in the world doing the same thing. It has been wonderful meeting some and learning about their industries at various EXHIBITOR events. I am so thankful I had the support of my company throughout the journey to certification.
Unbeknownst to me, my CTSM journey officially began in October of 2015. I knew the director of sales and marketing was going to retire in early 2016 and I would become the marketing manager, so I was looking for tradeshow resources when I came across EXHIBITORFastTrak. It wasn't exactly local, but San Diego was in my time zone and a short plane ride away and the topics were exactly what I was looking for to prepare me for the next step. I enjoyed the sessions and learned a lot, connected with another attendee who I'm still in touch with today, and had a great time at the Padres game with her and Tradeshow Bob. As far as I knew that would be the last of my tradeshow courses.
And then.. I received an email from Sue Haasis telling me that for completing my overall evaluation form in San Diego, I was chosen as the winner of a Passport for any upcoming conferences. Once I figured out what a Passport was my wheels started spinning. I immediately prepared a budget for completion of my certification for my boss' review, pointing out that I could get 13 classes out of the way for FREE and 5 more on the eTrak program at a discount without travel expenses. I love a deal! He approved my plan and I was on my way.
I really enjoyed EXHIBITORLIVE 2016 and soaked in the information. By the time I left EXHIBITORLIVE 2017, all but one of my required classes were complete. The thought of preparing for a huge exam or writing a very specific profile paralyzed me, and for a few months I did nothing. I seriously considered withdrawing from the program and chalking up what I had learned as tools for tradeshows. After all, it had already proved useful in my job and that was good enough for me. Or was it? I did feel accountable to my company for the expenses paid to that point, and it's not in my Type A personality to walk away from something I had committed to.
I had just taken Preparing, Developing, and Submitting a Quality CTSM Portfolio in February and after a few pep talks with myself I began writing. After sections 1 and 2 were written I developed writer's block and decided that the rest were too difficult to continue with. But rather than quitting, I decided that taking the exam would be easier than writing the portfolio, so in August 2017 I registered for the exam in November.
A lot of time and energy went into preparing for the exam and I felt certain I would ace it because without a doubt I knew everything that I had been studying. Reality set in when I couldn't answer question 1 or several more on the first page. I didn't know what I hadn't been studying! The exam took me much longer than I thought it would, there were many questions I did not recall ever seeing, and in the end there were a total of 30 that I made educated guesses in answering. Leaving the exam I felt defeated; as if I had been run over by a truck. I was frantically calculating the percentages of how many questions I could miss and still pass. I was only hoping for passing at that point. Thankfully I only had to wait 13 days for the result: 85%. Hooray - I passed!!!
The very next thought was "oh no - now back to writing the portfolio!!" I used the enthusiasm I had from passing the exam to register for my portfolio within one week of getting my passing score. I knew if I didn't commit myself to a firm date, even if it was 365 days away, I would not make progress on the portfolio.
Moving into 2018 I was increasingly busy planning NPE and only found time to write part of section 3. I needed a hard deadline and time away to focus on the portfolio, so in April I signed up for the Portfolio Power Writing Weekend in San Diego. Boy am I glad I attended. Jan, Jana and the other attendees in my workshop were very supportive and our discussions were productive. It was extremely helpful to receive immediate feedback from the advisors as I went. Because I was away from home and the office with minimal distractions, I was able to keep the momentum going and plow through writing the rest of the sections, all the way through my conclusion that weekend!!
San Diego... where my CTSM journey began, and where it all came together!
From taking the first session to today, I have been able to apply what I have learned to continuously improve our extensive trade show program and increase its effectiveness and ROI.
I chose the CTSM Program because it is directly relevant to my work and is taught by leading industry experts. I have referred to the sessions to back up my recommendations on numerous occasions. The knowledge I have gained throughout the years from this program has helped make me a subject matter expert and guides me in my efforts to achieve the best results for our exhibit program through continuous improvement.
While I really love training in the corporate world and have even established our own certification program for customer service representatives, you have no idea how much I miss the sights, smells and sounds of the exhibit hall.
The education gained through CTSM certification is still serving me well. As a trainer and consultant, I use lessons learned in classes on project management, public speaking, training others, negotiating, and communicating. One of the main personal benefits gained while earning my CTSM designation was confidence - that I could take my company's trade show program to the next level; that I could "talk the talk" and "walk the walk" on the show floor; that I "belonged" to this very special group of professionals in this very special niche.
Life has a funny way of taking you in a different direction, and while I no longer have the opportunity to walk the exhibit floor, I will never lose the valuable lessons learned and confidence I found in myself through the CTSM program.
In that time, I had walked the floor at national trade shows for our industry regularly, and I had participated in other continuing education programs, so I knew what to expect when I found my seat in my first CTSM class.
Except, the class wasn't the thinly disguised ad I had expected. I took so many notes, I remember massaging my hand to relieve the cramping. It had been a while since college notetaking days. It was great to receive the industry specific education that CTSM provides. In my experience, trade shows receive little attention in undergraduate Marketing and Advertising courses, and here was this program entirely devoted to the topic. I was sold.
I use the knowledge gained from this program on a daily basis, and when my career advanced, and I became responsible for a team, I made sure to encourage and support my team's participation in the CTSM program. I continue to take courses and I encourage anyone, who is interested enough in the program to make it this far in my testimonial, to take the next step and sign up for their first course.
By 2007, I decided to leave the cold weather and move to Orlando, FL. What I thought was going to be an easy transition, turned out to be a little more challenging. I needed US experience and I needed credentials...fast!
After holding some temporary full time jobs not in my field, by the Fall of 2009 I landed an Event Specialist job. Within the first month, an EXHIBITOR magazine was dropped on my desk and I was instantly hooked - I wanted in!
I am likely one of the few candidates that completed all my classes, sat the exam and wrote my portfolio all in a year and a half. I was determined, focused and my schedule was flexible at the time. Even though I started the program when I worked for one company and then switched my employer part way through, my new employer was equally eager for me to obtain this certification and saw the benefits.
I believe the value of having industry education is for its structured foundation, ability to incorporate into your existing program and scalability for showcasing best practices during the execution phase. In the CTSM program, the detailed specific learning objectives provide the framework for each class, and I would say that I came away with at least one nugget of information from each one. All the instructors I had brought their own strengths to the class, and I loved how they gave out their contact information in case you needed to follow up. My advice to new candidates is not to fear the portfolio. The portfolio is your own show-off piece to brag about your program, illustrate how the classes you have attended have influenced your program and how it became a success. This is your time to shine!
I am currently working towards my Diamond certification and plan to attend EXHIBITORLIVE and EXHIBITORFastTraks as my schedule permits.
Then he went on to say, "By the way, the first one you will be coordinating is in Sydney, Australia in four weeks!" I said, "Sure, not a problem!" I tried not to show the fear in my eyes and I immediately started to go to work.
Looking back, I'm not sure how I pulled it off but I had a lot of people supporting me and they wanted to make sure I was a success and more importantly that the show was a success. I couldn't have done it without a lot of teamwork.
I knew there had to be a better way to approach trade shows so, about four years ago, a co-worker recommended attending the EXHIBITORLIVE Conference in Las Vegas, NV to me. The first year I attended, I'll be honest, I wasn't quite sure what to expect and was a bit overwhelmed. It didn't take me long though to feel welcome by everyone and I decided to enroll in the CTSM Program and I am so glad that I did. I have learned so much and I am excited to represent my Company and the CTSM Program.
Even though it took me about four years to complete the program and receive my certification, it was instrumental in receiving a promotion to a management position within our large corporation. I gained more confidence and respect among my peers and now have a seat at the table. I don't think I would have achieved this if I had not received my certification.
I owe a huge thank you to Ms. Nelson for always encouraging me and believing in me.
I value the CTSM program because it has allowed me to be viewed as an expert in my field.
The curriculum for the CTSM program is very carefully designed. The program has detailed specific learning objectives, the exam is thorough and the portfolio is a showpiece-the culmination of how you are able to apply all that you've learned. As I have gained experience over the years, the coursework from EXHIBITOR has allowed me to weave best practices from others into what we do at our shows, which make a positive difference in our exhibit presence and demonstrate improved results year after year.
I love the energy of EXHIBITORLIVE. It is fantastic to meet so many people who do what I do in so many different industries and companies. One of my favorite parts of the conference is the Peer2Peer Roundtables. Getting real answers and feedback from people facing similar challenges is really helpful, and being able to tap those same people throughout the year, when I have additional questions or challenges, is priceless. Over the many years I have been attending EXHIBITORLIVE I have always made sure to take a few of the courses that Mim and Marc Goldberg teach. They both have a wealth of experience and I enjoy walking away from their courses with immediately actionable items. All of the teachers at EXHIBITORLIVE have a genuine passion for their subjects and students and encourage students to stay in touch or reach out with questions they have after EXHIBITORLIVE has passed.
I am currently working towards my Diamond certification and I plan to keep attending EXHIBITORLIVE or FastTraks as my schedule permits. Our field is constantly changing and EXHIBITOR stays on top of those changes, keeping me relevant. I feel like all of the people I've meet at EXHIBITORLIVE have an appreciation for lifelong learning.
The first is to continue my education, learn about the latest trends, best practices and new technologies. The second is that EXHIBITORLIVE and FastTrak are great ways to network and connect with peers. Last but not least, I come back to get inspired by presentations given by the best people in the business. They truly inspire me and I always take home some new ideas and tools that I can put in practice immediately.
I never expected to become so captivated by the speakers, sessions and the networking opportunities. It was a life-changing experience that left me excited and energized about everything I learned. Being equipped with tons of creative trade show ideas, best practices and new product information was more than I ever anticipated. As a CTSM graduate, I continue to attend the sessions to pursue my passion in the industry and my enthusiasm to continuously learn.
The CTSM program is the most impressive and challenging of those offered in the industry. For me, completing the CTSM program is equivalent to a master's level in the trade show industry.
I had little, to no trade show experience, but made up for it with optimism and a great willingness to learn. I had a wonderful boss who was aware of the Certified Trade Show Marketer (CTSM) program. Upon granting me the position of Trade Show Coordinator, she suggested the CTSM program as a learning tool, as well as a career development goal.
Fast forward to today. I am a member of the Corporate Trade Show team for Leidos, Inc., as a Trade Show Manager, responsible for planning and managing both national and international trade shows. As a graduate of the CTSM program, Gold Level, certification has made the difference and has been a contributing factor to the success of my career. It is one of the reasons why I have the job I have today. While there are many people who can manage trade shows, CTSM certification will set you apart from the rest, as it did for me.
I'm looking forward to the final step of achieving Diamond Level certification. I am excited about the possibilities that lie ahead, as well as the contributions I will make to the Leidos trade show program as a result.
Seems like I spent a lot of trial and error to come up with the processes and mechanisms to keep a successful logistics program running.
Once I attended the first conference I knew CTSM was the right place, as there were so many other people that I could relate to and network with. I had attended TS2 through TSEA many years previously, but the CTSM program allowed me to learn more about the strategy and tactics necessary to run a sustainable, measurable program. Through the education, I elevated myself from a glorified warehouse grunt to Trade Show Manager, while I was still working on my initial CTSM credential. Since then, our new Trade Show Coordinator is taking over programs I developed, so I can move into a more global outreach.
I find through pursuing my Diamond level upgrade, that giving back to the community is more rewarding. Helping others realize and attain their potential allows me to keep learning in an ever-changing industry!
I had accepted a new position managing trade shows and sponsorships, within a sector that I was unfamiliar with, and I was required to relocate. On top of that, I had only ever attended one trade show in my lifetime. While I was trying to adapt and absorb as much as I could, as quickly as possible, my boss at the time handed me a copy of EXHIBITOR magazine, with a CTSM feature on the cover. I did some research, talked with colleagues in other sectors who were familiar with the program and decided to enroll, with the support of my leadership.
Three months into the program, I took a new position as an Event Planner with CFA Institute, a global association of investment professionals, and relocated back to Charlottesville, VA. CFA Institute recognized it was important for me to complete this certification, and without question agreed to support me through to completion (and beyond!). Continuing on the fast and furious track, eight short months after enrollment I had completed the requirements, passed the test, and submitted my portfolio. At the one year mark, I am now CTSM Bronze certified.
Fortunately for me, I worked for two organizations, though vastly different in mission, industry and overall size, that each saw value in the CTSM certification. I took courses at EXHIBITORLIVE 2018 that not only upgraded me to CTSM Bronze, but were also relevant in my current role as an Event Planner, showing the flexibility and vast offerings that the CTSM program awards. Jan Nelson and Melanie Swanson were instrumental in guiding me through the program, and Wendy Lewis does an extraordinary job keeping everyone on track. This is a program not to be missed!
For me it was a goal to graduate in 2016 and having a deadline put in front of me and then actually jumping back into it and realizing how important this was for my career has truly made a difference in the way I work and the way I view this industry.
I have always believed that leadership is not a "title", but rather an activity of taking what in many cases is a diverse group of people, and accomplishing mutually agreed upon goals, while growing throughout the process.
The courses I've taken through the CTSM program have enhanced my level of leadership, knowledge, and engagement at Bayer. The CTSM Program is a journey, those that have graduated and those that are enrolling are building an inspiring network of professionals.
I'm currently working towards a silver and gold upgrade. My whole career has been in the pharmaceutical industry on the RX and OTC side, 17 years. I'm passionate about what I do!
I have developed strategy, managed budgets and executed logistics for hundreds of exhibits at conferences worldwide. In 2004, I achieved the CTSM designation, and I honestly don't think my career would have been as rewarding or successful without completing the CTSM program.
In 1999, I first heard about the CTSM program through EXHIBITORLIVE. I was a trade show coordinator for MDS at the time, and I felt strongly that enrolling in the CTSM program would enhance my career.
During this first experience at EXHIBITORLIVE, I took the course "Trade Shows for Rookies," and had Candy Adams as my instructor. The session gave me so many good tips, which I still refer to almost daily. Candy has a way of delivering the information where you don't forget the message, nor forget her.
Achieving a CTSM education has positively impacted my performance by giving me confidence and credibility. It has allowed me to be more productive as I immediately implemented the knowledge and tools received during the show.
Since becoming a CTSM graduate, I try to return to EXHIBITORLIVE as much as possible, and I have achieved Gold status. While some best practices remain relatively the same, so much changes in the tradeshow industry and it's important to stay up-to-date. The CTSM program gives you the tools you need to succeed.
- To ensure I knew and understood the latest and greatest event industry trends.
- To understand how to leverage my products and services to meet the needs of my target audience, the Corporate Event Manager.
- To network with my peers and build relationships with potential clients.
Sounds a bit self-serving, doesn't it? Well, it was and it should be, to a certain degree.
Once trade show, event and convention marketing had gotten into my blood, I had a realization of the importance of teamwork. This is no solo sport. Our industry is one that relies heavily on our colleagues, competitors and vendors to understand the details, deadlines and regulations which in turn ensures the success for any trade show and event program. Look at it this way, we want everyone on the show floor to be successful, right? When corporate exhibitors are not successful budgets are pulled, spends are shifted, and eventually a grand event can become minimal.
Flip side, when corporations are successful at industry trade shows and conventions all of us reap the benefit. From venues to vendors, builders to contractors, the corporate exhibitors and their clients all reap benefits from successful events. Successful events create revenue for corporations, hospitality, city taxes and our industry. So fast forward post CTSM certification, I have a better understanding of my clients' challenges and in turn CTSM exhibitors have a better understanding of vendor challenges. Together we understand and contribute to our corporate ecosystem. There is a mutual respect within the CTSM community.
I started the path to earning my CTSM designation a few years ago under the auspices of my former employer HD Supply, but had to pause my pursuit after leaving to support the family business temporarily.
All the while managing properties for the family, I knew I had to get back to the event marketing career I relish (even though it is one of the top 5 most stressful jobs!) To do that I determined that the CTSM designation would be key to securing my next opportunity as an events manager, so as any trained event planner would, I set a timeline to complete the certification by end of 2016. Of course during each interview I would mention that I was working on obtaining my certification because the education received was fundamental to my work as a marketer and would greatly benefit the prospective employer.
Soon after I joined Verizon Telematics I began drafting my portfolio but struggled to get traction as I became more involved in the company operations and dealt with the challenges of introducing many of the methods learned at Exhibitor CTSM sessions to a new team. Of course I did not want to miss my deadline and quickly signed up for the Power Working Weekend to jumpstart my portfolio, and it worked, I received my certification in December of 2016!
At Verizon as with any major software company, business moves quickly, and less than a year after earning my designation I had the opportunity to talk about CTSM in an interview process again. The difference now was that I had this remarkable very polished record of my work to help me convey why I was the best candidate for the new leadership position. And yes, the payoff was greater than I could have imagined, just last month I earned the opportunity to lead global Experiential Marketing programs for Verizon Telematics.
EXHIBITORLIVE has taught me how to run a world-class tradeshow program. The connections and relationships I made through the program have set me on a path for a long and successful career in Event Management. I highly recommend the CTSM program for anyone who is serious about mastering the business side of Tradeshow Marketing and increasing ROI (Return on Investment) in their organization.
That being said, layoffs happen. Earlier this year I was a victim of an unexpected reduction in force. My CTSM certification didn't shield me from circumstances beyond my control, but greatly helped by positioning me for what's next in life. Please join me at EXHIBITORLIVE 2018 for my brand new session "Life After Corporate America." You will hear more of my story, learn to better prepare yourself for what to do in the event of a layoff, and to how find your next career opportunity.
My educational background included a Bachelor of Arts in Theater from the State University of New York at Binghamton and a Master of Fine Arts in Dramatic Arts from the University of San Diego. After graduation, I relocated to New York City to pursue a career as a Shakespearean actress and performed in venues such as the Shakespeare Theater in Washington, the Old Globe Theater in San Diego, the Shakespeare Festival of St. Louis, and the Cleveland Playhouse.
In between acting projects - for as you may have heard, acting can be a tough business - my passion for polished and visually-stimulating professional events led me to work for five years at Sawyer Creative, a corporate events and entertainment company based in New Jersey.
In 2010, I began working at the College Board in the Advocacy Department and later transferred in 2012 to manage the College Board's trade show marketing program. After transitioning, we were asked by our Finance Department to accommodate the same number of shows with a budget reduced by 50%. Partly due to information learned at EXHIBITORLIVE and in the CTSM sessions, we made this adjustment without losing valuable exposure - and revenue - for the College Board.
I am a proud graduate of the Certified Trade Show Marketer program. The curriculum has assisted me in making improvements to the College Board's presence throughout our roster of shows. I am seen as an expert in the field and have learned how to "talk the talk" to my colleagues organization wide. This has kept our program thriving despite a recent corporate restructuring. Learning the value of measuring our success and how essential it is for us to partner with other departments and divisions to improve buy-in for our goals, has been invaluable. I would recommend the CTSM program to anyone entering the field.
On top of my regular duties, I was responsible to "look through the trade show decorating binders and order carpet, electrical and drayage." I had no idea what the word "drayage" even meant at that time! I had 2 years of college but no degree. I went back to school and earned my degree in Graphic Design. Next, I started to focus on learning more about trade shows. I found the CTSM website and knew this is what I had been looking for. Although denied company support, that didn't stop me. I became a CTSM candidate with hope and optimism. In a newsletter, I saw the chance to win a Gold Passport Scholarship to attend EXHIBITOR2009 and take 13 classes - free. I submitted my essay and WON! That was the beginning.
I was hooked. The value of being involved with the CTSM program is priceless. You are able to learn how to do your job more effectively. The networking with others who do what you do is amazing and builds lasting relationships!
When I received my CTSM Certificate in 2011, my responsibilities increased - I was in charge of all trade shows across all 6 entities of the company. I was confident that I had the tools necessary to make a difference. This is what CTSM has done for me. I continued taking classes. Giving back to the CTSM community by assisting at the show, helping at a CTSM Portfolio Working Weekend, mentoring and advising CTSM candidates allowed me to upgrade my certification.
Almost 17 years later, I'm with the same company, my title is now Trade Show Manager, and I have the honor of being the 13th Diamond in the CTSM program. My CTSM Journey isn't over! Our industry is ever changing and learning more about what I can do better in my trade show program is essential to our trade show evolution. Attending EXHIBITORLIVE each year recharges my trade show batteries and like I said before, I'm hooked!
gain the knowledge I needed to create order and happiness in my world. It not only gave me the courage to fashion change that was needed, but convinced others that I was the one able to execute it, and with results.
Shortly after receiving my certification, I was asked to join the advisory board of a major tradeshow we exhibited in. I found that other members of the board were interested in logistics like what time the Starbucks opened during set up. While I am a big coffee fan, I knew there was more. Seeing a large problem with downturn in attendee registrations, I proposed an idea for a contest that involved hundreds of individuals who, due to budget cuts, were unable to attend. This still made them feel a part of the show and increased their loyalty to it once budgets came back. It was a huge success, which I owe in part to my continued training with the CTSM program, and I'm proud to have made an impact in our industry.
After working in a large corporation for over 19 years as an event specialist, I felt I had the training, courage and conviction to start my own company about a year ago. I enjoy connecting people and am fortunate enough to be able to do this daily. I am an advisor to those going through the CTSM portfolio process and love helping others and keeping a fresh perspective. If you're thinking about getting your CTSM certification, run for it now; don't walk. You won't regret it.
camaraderie, whether it is your career or personal endeavors. Education leads to invaluable knowledge; industry is the proofing ground of knowledge; certification is exemplary knowledge, achievements, and robust partnerships.
CTSM has been a core strength in my pathway of careers, applying learned technical and business attributes and introducing innovative thinking. The techniques of my initial career of events-focused marketing, management, and outcomes supported my opportunity to re-tool these skills for a client services career in patient financial services. My experiences successfully initiating and implementing a Fortune 300 corporate-wide events marketing program built a framework that I use today in a non-tradeshow business world, whether preparing for staff or executive meetings, creating and conducting presentations, or analyzing and developing influential results reporting.
Even in my extracurricular volunteerism and professional organization ventures, I reap the rewards of the CTSM foundation. CTSM educational opportunities aren't only for the tradeshow-events arena. I am proof that it applies across all industries and focuses.
that I am the expert. I joined Codonics 20 years ago as a Trade Show Specialist with no prior experience. Codonics was looking for someone to head up their program which was expanding internationally. Despite my resume, it turns out, I was their candidate, and five weeks in, I had my first passport and seats on a flight to Vienna. It was surreal.
The biggest challenge of my life, I fumbled my way through with a lot of lessons learned. A few years into my career, I learned about the CTSM program and eagerly dove in, absolutely knowing I wanted that prestigious title after my name. CTSM helped me understand all the things that I had learned the hard way, but provided a great depth of industry knowledge and insight. I've had so many lightbulb moments in CTSM sessions where things clicked instantly, providing a deep understanding of every aspect from the marshalling yard to the decorators to show management.
This education catapulted me into being a strategic partner at Codonics, with a newfound confidence and ability to articulate the how's and why's. Seven years ago, I was promoted to Vice President of Communications, responsible for our global trade show and marketing program. Although hard work, dedication and perseverance played a role, the CTSM designation helped me earn the utmost respect within the organization, and showed how dedicated I was to ensuring our success. I truly believe CTSM is a must for anyone who has a responsibility to a company's exhibit program.
non-profit and then finally corporate America with Oracle and now Stryker.
When I started the journey to my CTSM certification over four years ago, I was primarily running the customer and sales events in my division and managing the person who oversaw tradeshows. I was occasionally dabbling in project managing a tradeshow here and there when needed. For education reasons, I started taking classes at EXHIBITORLIVE each year and finally finished up the courses and took my test. Once I took the test it took me over a year to get the motivation to write my portfolio, but once I started it was totally worth it. The courses really helped me look more strategically at my tradeshow presence and how we can be more in line with our divisional goals and objectives. The CTSM Course has elevated my status within my team and within my division and overall has made me a more valuable asset to my company. Recently during interviews for a promotion, I heard from various executive teams that our presence at tradeshows is by far the most impactful in the industry, that not only do we look professional to our customers, but that we really annoy our competition by always 'one upping' what we do each year. This feedback made me so happy! I attribute this directly to what I learned with the CTSM program.
Currently I have two of my employees on our team enrolled in the CTSM program.
and the most rewarding, since I began working at an exhibit house when I was a teen. Since my certification in 2011, I've helped a number of exhibitors, small to large, by walking them step by step through the exhibiting process, streamlining their trade show strategy processes and raising them to a higher level of exhibiting, which is results-driven and timeline oriented.
I've been able to share what I've learned through the CTSM program and my work experience as a member of the EXHIBITORLIVE faculty. This has allowed me to continue my education (I am now CTSM, Silver Level), and every year I take home information and ideas that help me better assist other exhibitors, which is always my goal.
Some of my best relationships with exhibiting clients have been generated because they were involved in the CTSM program. We've respected each other's participation in the program. Mentoring CTSM candidates is something I love to do. Getting to know trade show managers, helping them organize their thoughts in the writing of their portfolios, then seeing them graduate makes me really happy, knowing that I am giving back to industry that I love.
On a personal note, the community of people I have met through the CTSM program and EXHIBITORLIVE is invaluable. We "get" each other, we help each other, and we support each other no matter where we live, no matter if we are competitors or not. It truly is a program that has helped me succeed with my career and friendships. So thank you to Jan, Dee, Wendy & Joe for running the CTSM program with professionalism and integrity - and creating a community of people who are more connected now because of them!
became aware of the CTSM program, I was working on a bachelor's degree. I put that degree on 'pause' to pursue the CTSM credentials because it went straight to the heart of what I do for my organization. I learned new skills and knowledge, as well as improved methods from peers who had years of experience in my field of work. I was able to use what I learned in the classroom immediately in my projects. Working toward my CTSM was a great experience all around!
Since I achieved my certification, I have received two promotions and more importantly, respect by my colleagues. They now see me as a strategic partner in achieving their goals and objectives. Other departments regard me as a resource, a subject matter expert, within our entire organization. After I completed my CTSM, I did go back to earn my Bachelor's in Technical Management and am about to complete a Graduate Certificate in Human Resource Management. Anyone I meet in our industry, I encourage to consider the CTSM because of the great experience I had.
at EXHIBITOR conferences and am now Gold Level. CTSM certification helped me transform our tradeshow programs into sales engagement programs - programs that we can confidently report returns year over year.
In 2011, when I was appointed Director of Field Marketing, I had the pleasure of leading a global team of talented field marketers, whose responsibilities included the planning, execution and results reporting of customer facing events: forums, user meetings, and tradeshows. I am confident that our team benefitted from CTSM principles, including effective project planning, resource coordination, collaboration with sales, budget and forecasting, logistics, lead generation, and after action reporting. Unfortunately, with the downturn in the oil and gas industry, the field team was disbanded. The continuing education courses at EXHIBITORLIVE have not only contributed to my professional growth but have prepared me for unfortunate circumstances. I've learned to leverage CTSM principles with marketing automation tools to help me manage and track global tradeshows in real time.
I expect to attend course work at EXHIBITORLIVE in 2018, and continue to pay it forward to future CTSM candidates through mentoring, proctoring exams, and portfolio support. On a personal note, I recently graduated summa cum laude from the College of Humanities and Social Sciences at the University of Houston-Downtown, with a B.A. in Communication Studies - the learning never stops!
who had attended EXHIBITOR conferences and recommended the CTSM program. My manager at my next company also was a strong supporter of my goal, which I achieved in 2005. She valued the learning that I brought home and put into practice each time I attended EXHIBITORLIVE. I used my CTSM portfolio as a marketing tool during the job search that brought me to my current company 11 years ago.
I give the CTSM program a lot of the credit for the level of trust that I enjoy with the sales/management team that I support. One of the most gratifying things an internal customer has ever said to me was "You've taken all the pain out of tradeshows". I could not have become the team's "pain reliever" without the CTSM program.
because I was always attending a tradeshow in China the same week as EXHIBITORLIVE. Many of my peers who attended would tell me about the courses and how much they learned even though they'd been involved in tradeshows and events for many years. And more importantly, while in Vegas they were spending time with thousands of people who had similar roles and challenges.
When I came to my current company I was excited that I didn't have any scheduling conflicts and could begin working on my CTSM certification. It was ironic, however, that now I had the time to attend EXHIBITORLIVE, the economy was bad, training budgets were cut, and it was a difficult sell to my manager because I'd been in the industry over ten years. This was very important to me personally and professionally, so we worked it out that the company would pay for my registration and I paid travel expenses and applied for scholarships to help.
Fast forward to 2017. We now have 6 people on our Global Event Team. I am currently Gold Level CTSM; we have one other graduate of the program; two members of the team are currently working on their portfolios; and two members attended EXHIBITORLIVE this past March. Now it's strongly encouraged that all members of our event team participate in the CTSM program. I am proud to say that I began this initiative with my company and I truly think it has paid off.
During this time I was promoted twice at my previous company, and then was offered a new position at a different employer. The hiring manager knew of my skill set, and wanted me to build their events program from the ground up. I want to thank EXHIBITOR for the tools that were provided to me to achieve. I'm an example of how the CTSM program works!
My worst and best career year was 2012. I was part of a company lay-off, but during this time I achieved certification and was able to incorporate my CTSM certification into my resume. Interest increased, and by January 2103 I had received three job offers. Since then, my employment responsibilities and compensation has continued to rise. Being able to show how my skill set can and does help a company with their events' ROI and ROO has made being a part of the CTSM family a wonderful experience. I enjoy staying involved and giving back by mentoring and advising.
within the industry I work, CHFA (Canadian Health Food Association) West. By the time I submitted my portfolio for review, the company I was employed with had been purchased. The acquisition provided me with an opportunity to be a part of building a new booth meant to promote the joining of two company legacies as one.
In 2016 we launched our new corporate 20 x 30 booth at CHFA West. One year later, I am happy to announce we won the CHFA West "Best Pavilion/Large Booth" award, the first time we have won this award.
as the company wanted to improve all aspects of the show and event program. I'm glad I agreed to participate because the CTSM program has been not only a great learning experience but also a powerful educational resource. I've learned and continue to gain valuable information from not only the wide variety of classes but also from all the wonderful people I've met over the years within the program. Some of the most valuable lessons and tips I've learned have come from participating in the Peer-to-Peer sessions as well as talking to colleagues about their real-life experiences. With the help of my CTSM education we have made countless changes and improvements to our event program.
Because my job includes trade show coordination and management, the Certified Trade Show Marketer (CTSM) designation seemed a natural fit. In a short time, I finished the coursework and I'm glad I did.
In the last two years, the CTSM designation and others have helped me grow as a manager, senior manager and now a director of corporate events for a major rental housing technology firm. I encouraged my team (and even one of my vendors) to obtain their certifications as well. All have earned their CTSM credentials.
Each year I attend EXHIBITORLIVE for the education and the networking opportunities. It is so nice to be around others who do what you do, and I always walk away better from it.
I'm a firm believer that continuing education is a great opportunity to better yourself, further develop industry knowledge and do what you love to do. CTSM is finally gaining the recognition it deserves. Companies are seeking employees that have this designation.
who prepare for it today." When I began my career, I realized the best way to develop professionally was to surround myself with those who were experts in the field and learn from their knowledge, expertise and experience.
The courses taken through the CTSM, along with the mingling of industry professionals at the various events, allowed me to gain insights I wouldn't have had access to otherwise. The candidate portfolio enabled me to fully understand how much I had learned and more importantly, had implemented into my daily routines. Showcasing the portfolio to management yielded tangible results in the form of a promotion and also made me more marketable in obtaining jobs in my career since.
Whenever I look at my business card, I smile at the designation following my name as it not only continues to return dividends, but it reminds me of an accomplishment I worked hard to achieve.
with Wells Fargo Home Mortgage was not just meeting and event planning , but included several exhibits, from 10'x10's to a 30'x50'. Other than knowing what drayage was, and not being able to always plug in my own extension cords, my experience on the trade show floor was very limited. After year one, and the all-day "Trade Show Rookie Workshop," I took a full load of classes every year, adding to my expertise, while staying current on trends, and also shopping the EXHIBITORLIVE show floor. (adding vendors to help with our growing tradeshow program) It changed the direction and focus of my career, as I am now on the two year-old Exhibit & Trade Show Team for Wells Fargo. My CTSM certification has allowed me to be the "go-to" person for not only Mortgage, but for the many other lines of business within Wells Fargo.
The CTSM program provided opportunities I would never had imagined 17 years ago, even adding international exhibiting with custom builds. My 50'x60' and 50'x70' booths have won a "Sizzle Award" and an "All Star Award." My annual participation in the CTSM program and EXHIBITORLIVE have provided not just industry expertise, but also personal growth, as I have developed course curriculums and facilitated sessions over the last few years. I also served on the "EXHIBITOR" Advisory Board, a wonderful experience to network and get to know other professionals in our industry. 2017 brought Diamond Level to my accreditation, as I advised and assisted more candidates with their portfolios. I am currently serving on EXHIBITORLIVE Conference Advisory Board. My manager's support of my certification has helped shape not just my career, but also our company's many exhibit programs.
This is where account executive (me) turns over the design brief information to a 3D designer in response to an RFP (request for proposal) or client request. My colleague (boss actually) asked how I had developed such a comprehensive concise document to share with the team to get the RFP design ball rolling; he even requested a copy. I responded it was through the excellent CTSM education programs at EXHIBITORLIVE, which help me stay organized and ask the right questions to obtain the best results in trade show/event marketing. Thanks CTSM team for continuing to make me look good!
the company photographer, and I would be asked to help solve a problem with graphics inventory. Solving that problem soon brought other exhibit questions, concerns and opportunities and before you know it, I was in the Exhibits world and stayed. for 20 years.
The interesting thing about Exhibits is it never ever gets old. Though the economy and business of trade shows have changed, when it's time to go to the show, I want to be a part of the process. That drive requires fuel, and the fuel to me was my CTSM participation. Where do you find training for the many hats we wear? How do you keep up on trends and stay fresh? Where do you find a community of like-minded individuals working in this crazy business? You find them in Las Vegas every year at EXHIBITORLIVE!
My CTSM education allowed me to hone my skills as an Exhibit Manager. My teachers were actual Exhibit Managers who had run their own programs and made their own mark. My classmates were from all aspects of the business: exhibitors, producers, and vendors. All of that expertise in one room helped me understand and overcome issues that applied in my program. I became a better exhibits professional by being trained by exhibit professionals. This training allowed me time to focus on my development, and gave me valuable information to share with my marketing colleagues. I am considered the Exhibits & Events resident expert. All this crazy talk about the "magic" I bring, well, its knowledge, planning and commitment to my craft.
The real deliverable to 3M Canada is in the number of tradeshows & events we manage, customers we connect our science and products to, leads we collect, and sales that result in growth for the company. I am a better employee because I developed myself and my skills as a CTSM graduate.
through the program. The certification has given me credibility in the industry and among my peers. It also gave me confidence to start my own consulting company, Event Driven Solutions, LLC, in March of 2010 to help provide solutions for exhibitors who needed assistance in trade show logistics.
I continually apply my acquired knowledge by assisting clients in making informed decisions related to their trade show and corporate event programs. In fact, I had the opportunity to assist Sysco Corporate in earning the All-Star Award from EXHIBITOR Magazine in January 2017, an honor for exhibit managers and corporate event planners who have developed innovative solutions that have dramatically improved their companies' programs with measurable, numeric results.
My company will celebrate seven years in business on March 17, 2017. Before that, I was on the "client side" of trade shows, with Electrolux Professional as the Marketing Communications & Events Manager. I graduated from the University of Miami with an MBA in Marketing and Statistics, and I have a Bachelor of Arts in Spanish and a Bachelor of Science in Management from the University of Rhode Island.
I have been a part of the EXHIBITORLIVE faculty for four years and continue to support the CTSM program as a portfolio advisor, often assisting at the CTSM Portfolio Power Weekends.
help the girl who handled trade shows. I did so, and after six months this person left the company and trade shows fell into my lap - it was a sink or swim moment. I discovered EXHIBITORLIVE and began taking courses in 1998 and loved the knowledge that I was gaining. I flourished at my job, and even though there were years I could not attend EXHIBITORLIVE, I completed my CTSM in 2005. I proceeded to attend EXHIBITORLIVE every year that I could and received my Diamond Certification in 2014.
I work as an advisor to candidates who are writing their portfolio, and it makes me very proud when their portfolio is approved and they earn the title of CTSM. The knowledge and confidence gained by the coursework offered at EXHIBITORLIVE is so uplifting and rewarding when you meet your peers and discuss how you overcome the trials and tribulations that you face as a trade show manager in your everyday work life!
The Diamond Certification has brought a new appreciation for me and all of the people I work with at BD. They value my opinions on everything trade show related and this has given me many advances in my job. Trade shows are always changing, and the course work at EXHIBITORLIVE keeps up with all of the trends of the industry. CTSM has been a very rewarding program for me and helped me secure the job I have today at BD.
and the way it makes you rethink businesses and brands. Early on, I had no idea so much went into it! From my start as an Account Manager for a growing exhibit house, that expanded from ten employees to 50+ overnight (seemed like it), I managed numerous corporate account programs. I tracked inventory for a range of clients, including recruiting fairs moving from one show to the next, to large exhibit builds, to user group meetings and more, all with a giant Excel spreadsheet (Yikes! I shudder to think of it now).
ExhibitForce started by focusing on exhibit house companies to support them with their client base and then developed a program to help corporate exhibitors directly, by offering tools to manage budgets/expenses, tasks, and staff schedules. In doing so, the ExhibitForce brand gained momentum, and that is when we decided that the CTSM program would be a good fit for us, to learn more and to further the program based on the industry as a whole, not just around our specific clients.
Fast-forward to today, ExhibitForce now has over 270,000 end users who can access the EF App on their smartphones (my, how times have changed). With ExhibitForce, it is so rewarding to be on the cutting-edge -- always working together with and on behalf of our clients and our industry to provide a technology that is redefining best practices. I learn every day.
Through on-going education and exposure, I believe, the doors of opportunity will open for new talent in marketing, sales, and business development joining this industry. Industry growth and change happen every day, with new information, technologies, and ideas, and it will be through shared knowledge from experienced trade show professionals together with more formal education and certification programs, like CTSM, that this growth will continue.
After a few years in the position, I decided to pursue a more structured program to expand my resources, and I chose the CTSM program, as it allowed for the flexibility I needed around our tradeshow schedule.
One of my most satisfying industry contributions has been my involvement with EXHIBITOR advisory boards/committees for Marvin Windows and Doors' larger tradeshows where I provide feedback and advice on how show management can improve the exhibitors' experience. I also love being able to give back to the CTSM program by being a CTSM portfolio advisor, working the CTSM booth or presenting a session at EXHIBITORLIVE, as well as my past participation on EXHIBITOR Magazines' editorial advisory board. For all of these contributions to the industry, paired with attending additional sessions at EXHIBITORLIVE, I was honored to earn my Diamond Level CTSM accreditation in 2016.
I cherish the friendships and networking opportunities I have received from my years involved with the CTSM program. And, every year, I look forward to attending the CTSM graduate and alumni dinner to reconnect with old friends and meet new ones.
in Boston where he earned the degree of Juris Doctor. As an Attorney, Alan has practiced law in Massachusetts for over 40 years and during his distinguished legal career, was responsible for precedent-setting decisions issued by the Massachusetts Appeals Court and the Supreme Judicial Court in cases involving rights of children and those wronged by unjust acts.
Alan is also a founder of Yomega Corp. He has guided the company through its modest beginnings to becoming the premier yo-yo, skill toy, and advertising specialty company in the Toy Industry. Alan's guidance has placed Yomega products in well-known toy stores and advertising venues throughout the world. Alan credits the CTSM program with the company's marketing successes during those years.
"There can be no question about the utility, value, importance, and effectiveness of the CTSM program and the Trade Show venue in contributing immensely to Yomega's successes." said Alan, suggesting further "The knowledge and practical skills in Trade Show Marketing are largely responsible for the Yomega advances in the skill toy industry".
Alan has gone on to establish Italian Wine Services, LLC to promote Italian cuisine, culture, tourism, and Italian wines. The company provides trade show support services to Italian vintners wishing to find markets in the Unites States. In doing so, Alan has drawn on the experience and knowledge acquired in the CTSM program and trade show environment combining his knowledge of Italy and the Italian language. "Like many companies throughout the world, marketing emphasis is often focused on a product's features while often overlooking benefits. Thinking outside the box and adjusting marketing programs to establish a better overall marketing mix help smaller companies increase their customer base and obtain a share of the market.
Then I discovered an additional benefit - the value of meeting and interacting with colleagues, and the boost to my morale and motivation from being part of an outstanding professional community. I've enjoyed giving back by serving as a portfolio advisor to CTSM candidates, helping to review portfolios, and teaching sessions.
Trade show marketing and the business world are not static. Things are always changing, and continuing industry education helps me stay current. There is always much to learn. When I couldn't find a class on a topic I needed, I created a session, and colleagues helped me - all part of the wonderful give-and-take the CTSM program provides.
The knowledge you gain from attending this program is unbeatable in allowing you to make the right decisions in the trade show industry. The wrong decisions can be very costly.
Even though I have been in my current position for more then I care to remember, gaining the CTSM certification allows me to have a certain amount of freedom in the decision making for international tradeshows. One of the many successes that stands out was to organize a trade event in the Middle East with three weeks' notice. Pulling the team together, we managed to evaluate what was required, how large we needed to go and pulled it off. On opening day the directors were standing in the booth waiting to greet the VIP visitors. This was made possible in part by the knowledge I had gained through the CTSM program.
After doing research online, I decided that the CTSM program was the number one designation in the market place. The course is designed for you, to your requirements. Sometimes work gets in the way and you have to step back from course work but the course flexibility assures that you can pick up where you left off to achieve your goals. I found the majority of the EXHIBITORLIVE sessions to be informative and fun. All the instructors were first class, genuinely cared about the industry, and had one goal in mind, namely, to share their knowledge to help you succeed.
I still return to the CTSM program to continue learning, to find out about the new technology in the industry and to carry on the comradery with the great people that I have been on this journey with for many years.
I have a new colleague who recently started in the Marketing Department and who is new to the tradeshow Industry. One of the first things I recommendeded to her was to register for CTSM. This she has done, and the process starts again. If you are considering the CTSM program and have not enrolled, I advise you to register and complete the program.
Like so many before me, I was thrown into the world of trade shows and exhibits without any knowledge of the industry. They didn't teach this in college! I'd done meetings and events, but never an exhibition! Enter EXHIBITOR. I subscribed to their magazine, browsed their website, where I discovered the CTSM. I signed up for the conference, paid my own way, and got hooked. I was even more impressed when I learned that the CTSM was backed by the Northern Illinois University!
While working for and obtaining my CTSM I was able to implement changes, reconfigure our program, and save money right after my first conference! My VP was so impressed she encouraged my participation and made attending the EXHIBITORLIVE conference part of my continuing education.
After earning my CTSM I was able to give back to others by becoming a mentor and portfolio advisor. It has been rewarding to work with with some amazing candidates and see them achieve their CTSM. I'm honored to be one of the CTSM Diamonds, an elite group of industry leaders who have gone beyond expectations and continue to encourage and inspire others.
I'm really proud to be a part of the "Hear Our Exhibitor Speak" panel with Randal Acker of EXHIBITOR magazine. Through this panel we are giving voice to trade shows by encouraging meeting and conference planners and trade show producers to partner with exhibit managers for a successful event. I'm humbled and amazed by what I've learned and been able to do as a result of achieving my CTSM.
I've always advocated that no matter what happens to you, nobody can take away your earned credentials and this includes CTSM. I've insisted that my kids earn their undergraduate degree to be the foundation for their further learning. My desire is that they always progress their education with advanced degrees and certifications relevant to their chosen industry. CTSM for me allows me to have credentials to assure my clients, peers and partners that I'm knowledgeable in this space. Having both a BA in Economics and Management and an MBA in marketing, it is my CTSM that further defines my industry interest and career.
Fortunately, I've been blessed in that I've found an industry to build my career while truly enjoying what I do. My experience in the event arena is vast and while I'm considered an industry veteran, we live in an ever changing world and it is always good to "sharpen the saw" and be open to the new. Frankly, I should have earned my CTSM a long time ago, but it wasn't until my current position that my company gave me the full support and resources to complete my certification. They recognized that by supporting me in my endeavor to earn my CTSM that I'd be well trained to do my job. I'm able to keep up with the latest event industry trends which carry over to bringing a better brand representation and excitement to our customers.
in Montreal, San Francisco, Vancouver and Washington, DC. We market to pediatric physicians with resources that are relevant to their needs - from physician recruitment, engaging with potential candidates for our residency and fellowship training programs, demos of surgical training equipment, in-booth podcast production to being known as thought leaders. We are proud to be on the U.S. News & World Report's 2016-17 "America's Best Children's Hospital Honor Roll" and recognize our responsibility to support industry conferences that advance healthcare for all children.
I couldn't be more excited to have the skills I've gained through the CTSM program in my back pocket. The education I've acquired by attending the CTSM sessions has proven to be the underpinning of my success. I continue to take courses to refresh my knowledge and stay in tune with industry changes and new trends. I work for a cutting-edge organization and believe our trade show program needs to reflect it. Having my CTSM designation has been the catalyst for several promotions within my department. Because of the CTSM program, I'm viewed as a key stakeholder in developing and executing effective strategies along with orchestrating and anticipating all the logistical opportunities and challenges.
- like many trade show managers, I inherited the position and had to "sink or swim" from day one. The classes at EXHIBITORLIVE gave me the knowledge to perform confidently and earning the designation was an instant career booster.
I return to EXHIBITORLIVE each year to see fellow graduates, make new connections and to learn what's trending in the industry. I've made lifelong friends and built an invaluable network of industry peers - some of whom I only see at EXHIBITORLIVE.
I'm especially proud to be one of the first four CTSM graduates to achieve Diamond-level status and the highlight of my CTSM career has been mentoring 26 candidates who have earned their credentials.
for verifying the skills you are capable of performing. Because the CTSM program is backed by the Northern Illinois University, it made perfect sense to complete the program. I was fortunate enough to start the program early in my trade show career. It gave me a great sense of foundation and an avenue to gain great ideas. I've found the program extremely rewarding.
I think the CTSM program has stepped me up above the competition. Any credential will help with that, especially one where the numbers rank in the exclusive range. The program has also afforded me opportunities I didn't dream I was capable of - most notably teaching a seminar at the EXHIBITORLIVE conference and at two EXHIBITORFastTrak conferences. The program is an extremely comprehensive one. The skills you learn in these courses extend well beyond the trade show floor.
and changed the direction of my career. In 1992 I pursued certification to learn all I could about trade shows so I could better serve my employer. Now I attend EXHIBITORLIVE every year for personal and professional growth, learning something new each year that I can apply to my job.
Advising CTSM candidates has provided benefits I could never have imagined. By helping CTSM portfolio candidates organize their thoughts and providing thoughtful feedback to them, I've become a better writer and editor. Today, I'm a manager of marketing programs, thanks to all of the skills and knowledge I've gained through my annual participation in the CTSM program and EXHIBITORLIVE!"
But it's a roundabout story. Two weeks after returning from a vacation of a lifetime -- Australia, my sister was killed in a car accident. I took custody of two of her children ages four and seven. Instant single mom!
While I had taken many of the CTSM classes, I did not complete the quizzes. When the CTSM program became a work-mandated, and, finally, a work-supported goal in 2010, I ventured through. I attended an EXHIBITORFastTrak in Chicago, and also took a few online courses. It was at the FastTrak that I made a friend - Laura . We connected at EXHIBITORLIVE the following year and challenged each other to finish, which we did in 2013. We registered for the CTSM Exam at the 2014 EXHIBITORLIVE, where we both ended up in the same study group.
We both registered for the portfolio after passing the test. My engagement and wedding planning sidetracked me, and I missed my deadline. Lisa Lawley, CTSM Diamond, encouraged me to complete the portfolio while we were at the EXHIBITORLIVE Conference Advisory Board meeting and offered to be my advisor. Later in 2015, Laura and I attended the portfolio weekend in Chicago. My portfolio was submitted in October and approved!
This year I was part of the largest graduating class in CTSM history! The day after I graduated, I immediately started my courses for certification upgrades at EXHIBITORLIVE 2016. During my portfolio process, management recognized the change in my program and improved metrics. Most recently, I shared my portfolio with my new boss, which opened a discussion on the improvements we are making.
By continuing my certification, I am keeping my program current with trends and best practices. I am striving for Diamond status! Hopefully, I can reach this goal in a more timely matter! (Go ahead and laugh with me!). Everyone has their own path. It can be a few years or a few decades! It is your CTSM . your story . your program.
Before I finished my first trip, I had decided I would pursue the CTSM certification. Since becoming certified, I've gained a lot of industry exposure and respect in the industry and within my company. I'm seen as a trade show expert. But I'm not only seen as that, I've actually gotten the education to BE that!
I've had the opportunity to serve as a speaker, on the Conference Advisory Board and on the Editorial Advisory Board, as an All-Star Awards judge, and as a CTSM portfolio advisor and mentor. None of that would have been possible without the visibility and education I got through my involvement with the conference and CTSM program. I continue to learn, network with all my industry colleagues and meet and encourage others who are newer to the industry.
to Event Manager at my company. With the support of my manager I registered for the EXHIBITORLIVE conference and the CTSM program simultaneously and have been coming back year after year. The education I receive guarantees I am using industry best practices in my daily trade show marketing activities.
My CTSM and Diamond Level certification validates my skill set for my colleagues when making recommendations on numerous marketing and measurement procedures during our planning process. The respect of my senior executives and colleagues, along with holding the company record of three "Excellence in Corporate Support" Awards for my contributions to the success of our company at our annual National Sales Meeting, are evidence of the success I have had.
To stay current on what is happening in the industry and in trade show marketing I continue to return to EXHIBITORLIVE. For example, social media and other digital marketing trends are still evolving today. The networking opportunities to spend time with your "breed" are invaluable and something I look forward to every year.
I enjoy giving back to the industry and the CTSM program. To achieve my Diamond Level, I had the privilege of serving as a portfolio advisor to 6 extraordinary professionals, participate on the editorial advisory board of EXHIBITOR Magazine, and teach a course on trade show negotiation at both EXHIBITORLIVE and EXHIBITORFastTrak. Sharing my experience and knowledge with others in the industry is so rewarding and energizes me both personally and professionally.
that few others in the industry had heard of it. Even then, I believed strongly in the value of an industry certification and the instant credibility that such a certification would bring to whoever bore that title.
More than just credibility, however, is the confidence that certification brings.confidence that you have an extremely well-rounded education in a very specialized field, an education that is not available at this caliber at any university, and confidence that you have built a network of peers upon whom you can call at any time for more tips, tricks, and best practice sharing. I have found that CTSM graduates are willing to share, and willing to just listen when you need to vent.
For me, that confidence gained when I became a CTSM gave me the courage to accept roles of increasing responsibility not only within my own company but also in the larger exhibiting community. I became a speaker at industry conferences, a Director on the HCEA Board and subsequently, the President of HCEA (Healthcare Convention & Exhibitors Association), and was invited to serve on the EXHIBITOR Editorial Advisory Board over the past three years. These opportunities to serve our industry helped me reach Diamond level certification, an achievement many years in the making and one of which I am extremely proud.
Now the CTSM program has grown to more than 3200 candidates and over 500 graduates, and the certification is recognized and respected throughout this industry. I have been with the same company now for 15 years, and I was able to introduce my colleagues at GE Healthcare to the CTSM program and explain the value of a well-rounded education in all aspects of event and exhibit marketing. Since that time, we have had seven or eight others enroll, a couple more graduate, and we have added a CTSM certification as a requirement in all of our exhibit program job descriptions. The fact that the desire for CTSM-certified employees is showing up in more and more job vacancy announcements across the country, and the fact that industry certification commands an average 15% higher salary than those without certification (EXHIBITOR Magazine, July 2015) stand as testimonials to how other graduates may leverage their certification.
to round out my marketing skills. So much so, that I paid my own way and unknowingly took some required classes. After one day, I was hooked and enrolled in the program. When I received my certification 1998, I was recruited because of the certification within 3 months. And that was when there were only 30 graduates!
In that position, working for a small division within a worldwide company, I turned around their face-to-face program and provided success metrics that they had never seen before (or thought possible). I gained recognition globally and was asked to develop a face-to-face process to be used by many other divisions.
After that, I was recruited as a marketing director to ensure full integration of ALL marketing programs, especially face-to-face events. The next recruitment found me at a face-to-face agency to build a strategic services department from the ground up. It was thrilling and exciting to create something to assist many different clients and industries make informed adjustments that improved business and program performance.
The things I learned (and continue to learn) in the program have helped me to foster trust, value and advocates within organizations. I have been able to prove monetary worth and create ROI opportunities where none existed prior. It has been a most excellent adventure!
in the event industry and why serving on councils and boards matters. So many things came to mind - but here are the few that stick out for me.
The people: Whether it is my road family, my colleagues, my mentors, or the people I still have not met - it is those people who have the same passion, who have the same goals, who understand the peaks and valleys of the industry, who want to make this industry better - they are the ones who have helped make me be successful and stay in the industry.
The education: Without education our industry will not get better - but with education our industry gets better, and then I get better. Education comes in many forms - classes, networking, discussions, face-to-face interactions, but at the end of the day - education is fuel for my passion. Because of programs like CTSM - industry professionals have access to some of the best education our industry offers.
Serving on the EXHIBITOR Advisory board: This has allowed me to be a part of helping shape the future of the industry, to help identify education opportunities for the industry, to give back to an industry that has given me so much - but most of all -to sit next to some of the best brain trust our industry has to offer.
Success comes in many forms. There are the awards, recognition in the industry, and having worked on some of the best events that most tradeshow/event managers will never get a chance to experience in the course of their career. But to me the biggest success is being able to keep a tradeshow/event job for over 30+ years that I love - that I actually look forward to and am excited about each day. Bonus is that I have been able to do it for one company - a company built on integrity and that has allowed and trusted me to do the best job I can.
Candy Adams, known in the industry as the Booth Mom™, is the one to learn from. She has been sharing her expertise through EXHIBITOR learning events for over 20 years, along with writing a monthly "how to" column in EXHIBITOR magazine, for which she has received seven awards. Always busy, she gives of her time when she can. Last year Candy served on a committee to help rewrite the IAEE guidelines, and she periodically advises CTSM candidates.
According to CTSM director Jan Nelson, "Candy is one of the most approachable people I know, always responding and offering her advice so promptly to all who come to her with questions." Says Candy, "I'm just doing what my mentor, Mike Kropp, asked me to do in return for his help (without which, I would never had made it past my first show) - and that's to 'pay it forward'. I look at every opportunity to share what I've learned as a success if someone got even one useful nugget of information that helped them in their career."
Candy Adams, CTSM (and also CEM, CMP, CMM) is the "poster child" for industry certifications. When asked about the value of industry certifications, Candy's response was: "With the variety of strategic and tactical responsibilities on our plates as exhibit managers, it's critical to continue learning if we want to thrive in this dynamic environment. Getting a solid start in my own business 20 years ago meant surrounding myself with colleagues who'd already figured out what I needed to know. CTSM rounded out the show experience I'd already gained and taught me new and better ways of doing what I'd already done. And it gave me confidence to start my own consulting business. I'm blessed to wake up every morning and look forward to helping others - both my clients and those I mentor - become more successful!"
Applied her training to confidently start her own company.
