# Your Guide to Trade Show Booth Success w/ Jon Franko & Matthew Sciannella

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2021-11-02
- Length: 34m
- Episode: 73
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-11-02-your-guide-to-trade-show-booth-success-w-jon-franko-matthew-sciannella
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-f3a7f84e-f970-43ce-a21c-4b23b621de03

## Summary

Jon Franko and Matthew Sciannella of Gorilla76 discuss the evolving economics and strategy of industrial trade shows, arguing that traditional large-footprint booths are often financially inefficient compared to targeted digital marketing. They highlight successful examples like Path Robotics and NCTacular, which used live streaming and experiential demos to maximize impact with smaller spaces. The guests advocate for shifting budget from expensive booth rentals to 365-day content strategies and personalized, relationship-driven follow-ups to improve ROI.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-11-02-your-guide-to-trade-show-booth-success-w-jon-franko-matthew-sciannella#t=0) Introduction: Gorilla76 and the Post-Pandemic Trade Show Landscape
- [4:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-11-02-your-guide-to-trade-show-booth-success-w-jon-franko-matthew-sciannella#t=291) Innovative Booth Strategies: Path Robotics and NCTacular Live Demos
- [9:57](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-11-02-your-guide-to-trade-show-booth-success-w-jon-franko-matthew-sciannella#t=597) The Importance of Live Demos and Sales Collaboration
- [13:31](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-11-02-your-guide-to-trade-show-booth-success-w-jon-franko-matthew-sciannella#t=811) Post-Show Follow-Up: Avoiding Generic Marketing Noise
- [17:45](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-11-02-your-guide-to-trade-show-booth-success-w-jon-franko-matthew-sciannella#t=1065) Facilitating Customer Networks and Private Events
- [21:48](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-11-02-your-guide-to-trade-show-booth-success-w-jon-franko-matthew-sciannella#t=1308) Future Trends: Smaller Footprints and Experiential Focus
- [25:18](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-11-02-your-guide-to-trade-show-booth-success-w-jon-franko-matthew-sciannella#t=1518) The Broken Economics of Trade Shows: Cost vs. ROI
- [28:49](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-11-02-your-guide-to-trade-show-booth-success-w-jon-franko-matthew-sciannella#t=1729) The Alternative: 24/7 Digital Trade Shows and Content Marketing

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

early-stage companies

## Mentioned

- Gorilla76 (company)
- Path Robotics (company)
- NCTacular (company)
- Tig Brush (product)
- Kawasaki (company)
- Zometry (company)
- Machine Metrics (company)
- Paperless Parts (company)
- Ragaku (company)
- Novarc Technologies (company)
- Halliburton (company)
- Chris Lukey (other)
- Aaron Prather (other)
- Jake Hall (other)
- Industrial Sage (company)
- The Industrial Marketing Show (other)

## Related episodes from other shows

- [12: The Conference Racket](https://hardwarepodcasts.com/podcast/thoroughly-considered/2016-04-21-12-the-conference-racket) (Thoroughly Considered)
- [Rethinking Trade Shows and Dialing in Your Value Prop with Jose Palomino](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2022-03-08-rethinking-trade-shows-and-dialing-in-your-value-prop-with-jose-palomino) (Manufacturing Happy Hour)
- [Ep. 31 - Going to Events](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2024-10-24-ep-31-going-to-events) (Open Hardware Manufacturing Podcast)
- [274 - How can you maximize packaging trade shows? Packaging Today Show LIVE](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-07-29-274-how-can-you-maximize-packaging-trade-shows-packaging-today-show-live) (People of Packaging)
- [BONUS: 5 Tips for Getting the Most Out of a Trade Show](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2021-09-14-bonus-5-tips-for-getting-the-most-out-of-a-trade-show) (Manufacturing Happy Hour)

## Citing this page

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