In this episode of the Harvest Growth Podcast, Jon LaClare sits down with trade show industry veteran Mike Van Valey, who has spent more than 35 years in the business and over two decades running his own trade show contracting company.

From selling books door-to-door in college to managing trade shows for major consumer brands, Mike shares firsthand insights into how the trade show landscape has evolved — and why so many companies are doing it wrong.

You’ll learn how technology, rising costs, and changing buyer behavior have reshaped the industry. Attendees no longer arrive ready to write orders on the show floor — they come to evaluate, compare, and research. That shift means your strategy needs to change too.

Mike breaks down the biggest mistakes exhibitors make, including overspending on flashy booths while neglecting staffing and follow-up — and explains why the “software” (your people and process) matters more than the “hardware.”

If you’ve ever wondered whether trade shows are still worth the investment, this episode gives you a clear, strategic answer.

In today’s episode of the Harvest Growth Podcast, we cover:

• How trade shows have changed in the digital era
• Why lighting and booth design can dramatically increase traffic
• The right way to staff your booth (and how many people is too many)
• Why pre-show marketing can make or break your results
• The most common post-show follow-up mistakes
• How to know if a trade show is right for your business
• And so much more

Want to connect with Mike?
Visit tradeshowsolutions.net to learn more or reach out directly for guidance on improving your trade show strategy.

Do you have a brand you’d like to launch or scale?
Visit HarvestGrowth.com to book a free consultation and learn how our team has helped generate over $2 billion in product sales.