Are all trade shows created equal? Absolutely not — especially when crossing the Atlantic! In this episode, host Jim Cermak welcomes Andy Hickinbotham from Tecna UK to dive deep into the key differences between trade shows in the UK and the US. From logistics and booth design to attendee engagement and lead generation, Andy provides a masterclass for first-time international exhibitors looking to maximize ROI — and have fun doing it!

Whether you're planning your first UK event or looking to fine-tune your global strategy, this conversation will give you valuable tools, tips, and tactics to succeed.

💡 What You’ll Learn:

✅ The biggest misconceptions US exhibitors have about UK trade shows

✅ How exhibiting in the UK can be simpler and more efficient

✅ Design and psychology: why UK stands often focus on experience, not just spectacle

✅ Lead capture & engagement tools that are common (and effective!) in the UK

✅ Key differences in drayage, shipping, and setup

✅ Why hospitality, touchpoints, and gamification matter more than ever

✅ How to prepare your team: training, strategy, and pre-show alignment

✅ Using heat mapping and analytics to improve booth performance

✅ The rising importance of sustainability and carbon tracking in UK events

✅ Tips for working with local brand ambassadors to connect with UK audiences

Contact Andy Hickinbotham:

📧 Email: andy@teamtecna.com

🔗 Connect with Andy on LinkedIn: https://www.linkedin.com/in/andrew-hickinbotham-07893744/

🌐 Visit Tecna’s Website: www.teamtecna.com

Connect with Jim Cermak:

📧 Email: jim@tradeshowu.biz

🔗 Connect with Jim on LinkedIn: https://www.linkedin.com/in/jimcermak/

🌐 Visit Trade Show University's Website: www.tradeshowu.biz

🌐 Grab our exclusive GOAL SETTING for Trade Shows Course - Small Businesses just $59! https://trade-show-university.trainercentralsite.com/Courses

🔗 Schedule a Free Brainstorming Discovery Call: www.calendly.com/tradeshowu