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Larry Kulchawik has spent his entire career with exhibit design and providing exhibiting services at trade shows, 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- The start of trade shows with World Fairs, Convention Centers, Industry specific Trade Shows, Exhibit Suppliers, Exhibit Design, Influential People and Associations, Economic Impact of the Industry, and the Future of trade shows. 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, and why the industry has been considered 'invisible'.
Larry's first book, "Trade Shows from One Country to the Next", 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 management for three of the 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 UL2301- 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 Roger Taurant Award (IFES) for his contributions to the exhibit industry.
Personal Comments...
“At this stage of my life I wish to give back and share my trade show experiences to expose this exciting industry we call trade show marketing- The Invisible Industry. Being involved with IFES ( Global exhibit design/builders from 45 countries) I have met many trusted exhibit house owners who I consider friends and partners. They each have been my source of local information when I decided to write Trade Shows from One Country to the Next. It 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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