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Larry Kulchawik has spent his entire career doing trade show exhibit design and services in the USA, and internationally.
His recent book, The Invisible Industry, was written with co-author-Bob McGlincy. The book outlines the history and evolution of trade show marketing in the USA. The five chapters address-
* How The World Fairs jump started Trade shows
* Why Convention Centers were built in each major city
* How trade show service companies began and evolved
*How industry associations conducted trade shows for their members
* How industry people and their Associations influenced change for trade shows
* The Economic Impact of the Industry
* The Future of trade shows going forward
Note that the American model of organizing a trade show in the USA is different than anywhere else in the world. The book helps to explain why the industry has been considered 'invisible'.
Kulchawiks first book, "Trade Shows from One Country to the Next", has been updated and is now available in its third edition. The guidebook outlines the venues, regulations, exhibit styles, and cultural differences when exhibiting in any of 45 different countries. One size does not fit all. Successful selling at a trade show requires an understanding of the cultural differences when engaging face to face.
The books theme...There is no right way, there is no wrong way, there is only a different way.
Know and respect what is different in each region to achieve success when exhibiting at a trade show abroad.
While earning a degree in Design at Southern Illinois University, Larry Kulchawik had the privilege to study under Buckminster Fuller. Geodesic domes and Spaceship Earth concepts influenced his thinking regarding international design and cultural differences. Starting as an exhibit designer and fabrication engineer, Kulchawik has spent his entire 50 year career in the exhibit industry.
He has worked in sales and management for leading exhibit companies in the USA, with a focus on international trade show marketing. He served on the boards of many industry associations (CEIR,OSPI, WTC) and served as president for IFES (International Federation of Exposition Services), and EDPA (Exhibit Designer and Producers Association). As president of EDPA he assisted to launch the first masters degree program in exhibit design at FIT/NYC, and led a task force to create UL2305- Standards for Exhibiting Safety with Underwriters Laboratory- safety standards for building and installing trade show exhibits.
Larry has been awarded two of the industries highest honors- the Hazel Hays Award (EDPA), and the international Roger Taurant Award (IFES) for his contributions to the exhibit industry.
“At this stage of his career, Kulchawik wishes to give back and share his trade show experiences to better expose the exciting industry of conventions and trade shows. Being involved with IFES - Global exhibit design/builders from 45 countries, Larry has met many trusted global exhibit house owners. They each have been his source of local information when he decided to write Trade Shows from One Country to the Next. The guidebook focuses on recalculating your thinking when exhibiting from one country to the next.
On the flip side, The Invisible Industry helps international exhibitors coming to the USA to better understand why the American way of organizing a trade show is so different. Connecting the world, with a shared sensitivity about face to face business communication, will encourage our desire to communicate more effectively when selling face to face internationally.”
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