Larry Kulchawik | Trade Show Marketing Expert

Trade Show Marketing

Two New Educational Books —
– The Invisible Industry: the Evolution of Trade Shows
– Trade Shows from One Country to the Next: International RFP Template
International Communication Template —
– Key Industry Words when Requesting Exhibit Services Globally
Exhibit Industry Reference Articles

Two Books to Open Your Eyes to the World of Trade Show Marketing

A Trillion Dollar Secret!

The convention and business events industry is a powerful economic engine, creating millions of jobs, billions in tax revenues, and hundreds of billions in business sales. Written by two industry veterans, this book tells the untold story of how an "invisible" industry grew into a trillion-dollar global powerhouse fueling business success across America. Read more

Trade Show Methods and Differences When Exhibiting Internationally

A guidebook to provide a greater awareness when exhibiting outside of your country of origin. It reviews the rules, regulations, exhibiting methods, and cultural engagement for exhibiting 45 different countries. Read more.

The theme of the book... “There is no Right way, there is no Wrong way, there is only a Different way. Understand and Respect what is different and you are on your way to success.”

— Larry Kulchawik

Book Awards and Recommendations

Awards

NABE Fall 2024

First Place

Best Business Book

2024 New England Book Festival

Second Place

Business Category

The 2025 Great Southeast Book Festival

First Place

Business

Amazon “Top New Release”

December, January and February

Amazon “Best Seller” List

Global Marketing

December, January and February

Pinnacle Book Award

December 2024.

Amazon Book Reviews for
The Invisible Industry

Richard Erschik: “The entire story of the trade show industry… one remarkable book… captures everything… well documented… comprehensive... insightful work, and a must read for marketing managers.”

Carrie Freeman Parsons: “It truly is amazing to think how far this industry has come — yet is still under the radar for most. Thank you for this good work!”

Gary Stewart: “I was very impressed with the research and insights to tell this complex story of the past, present, and future of Face-to-Face Marketing.”

International RFP Template

An International RFP Template to assist companies when requesting a quotation for exhibiting services at a trade show abroad.

The RFP template asks all the right questions. The basic template is in English with key exhibit industry words/terms translated into 13 languages.

It is not what you say, but what you mean that matters! The template helps you to communicate clearly and avoid time consuming questions. Whether it is a request to design and build as a rental, or simply to provide services to install your
existing exhibit, this template will help to save time, and will insure that your request is understood.

These templates were developed by Larry Kulchawik and were gifted to International Association of Exhibitions and Events.

See sample below.