Breaking Down the New Trade Show Playbook with Steve Prahalis of SME

📖 The trade show playbook is being rewritten.

In this episode, Steve Prahalis, COO of SME, joins James Soto and Virginia Roberson to discuss how trade shows are evolving to meet the needs of diverse, modern audiences. From strategic partnerships to hybrid models and tailored attendee experiences, Steve shares insights to help trade show organizers, exhibitors, and marketers adapt and thrive.

🎧 Topics include:

• The rise of vertical marketing for targeted engagement
• Demographic shifts reshaping trade shows
• How hybrid models enhance ROI for exhibitors and attendees
• The importance of proactive strategies to stay ahead

👉 Learn actionable insights to elevate your trade show strategy.

Links Mentioned:

• SME Website: https://www.sme.org
• Steve’s LinkedIn: Steve Prahalis

About the Show:

The Industrial Strength Marketing Show is a top manufacturing podcast that explores the personalities, cutting-edge strategies, tools, and technologies transforming the industrial and manufacturing sectors. Each episode, hosted by James Soto, covers marketing, sales, business development, and integrating martech and AI into industrial B2B strategies. Tune in to gain actionable insights to help you stay ahead in the industry.

Let’s connect:

• Visit the podcast homepage
• Tweet us at @Industrialsays, @jamessotoism
• Follow James Soto on LinkedIn
• Email us at podcast@Industrialstrengthmarketing.com
• Subcribe to the YouTube channel

Transcript

Transcript: Breaking Down the New Trade Show Playbook with Steve Prahalis of SME

Opening Remarks

Steve Prahalis (Guest):
And the idea here isn't for us to simply go to them and say, "Would you promote this event to your community?" What's a lot more compelling is if that same chamber could say, "Hey, you know how we have this monthly meetup where we talk about different subjects? Well, our March meetup will actually occur at the facility where this event is taking place."

This way, not only do you attend our meetup, but you also take advantage of the event itself. This is about creating a much larger experience than just the typical session.

Introduction

James Soto (Host):
Welcome to a special series of the Industrial Strength Marketing Podcast, where we dive deep into the transformative world of trade shows. I'm your host, James Soto, and today, I’m joined by our senior content manager and co-host, Virginia Roberson. Together, we’re exploring the dramatic evolutions in trade show marketing—from virtual integrations to enhanced attendee experiences.

We’re witnessing an era where industrial brands are reinventing how they attract attention and drive business. Throughout this series, we’ll speak with trailblazers at the forefront of these changes, sharing both insights and actionable strategies.

Virginia Roberson (Co-Host):
That’s right, James. We’re thrilled to have Steve Prahalis, COO of SME, with us today. He’s here to share how trade show organizers, exhibitors, and attendees can create more value and meaningful experiences.

Guest Introduction

James Soto (Host):
Let me introduce Steve properly. Since joining SME in 2003, Steve has driven significant innovations in the manufacturing sector. From launching IMX to rebranding the Manufacturing Technology Series, Steve has expanded SME’s impact across North America.

He brings a wealth of experience from his work with renowned organizations like Reed Exhibitions and APD. Steve, it’s an honor to have you here.

Steve Prahalis (Guest):
Thank you, James and Virginia. I’m excited to be here. Over the years, one constant in this industry has been the necessity for change. Success requires continuous innovation—whether addressing the needs of exhibitors, attendees, or partners.

Key Link: Learn more about SME’s events and innovations at SME.org.

Main Discussion

James Soto (Host):
Steve, let’s jump in. What major shifts have you observed in the trade show landscape, especially since 2020?

Steve Prahalis (Guest):
The pandemic was a turning point, but even before that, we were seeing demographic shifts in our events. Traditionally, our attendees were white males in their late 40s or 50s—loyal to the event model.

But a younger, more diverse audience has emerged, with entirely different expectations. They value shorter, curated experiences over spending an entire week at a trade show. Work-life balance and customization have become priorities.

Virginia Roberson (Co-Host):
That’s fascinating. How have hybrid models contributed to meeting these new expectations?

Steve Prahalis (Guest):
Hybrid models are crucial. They allow us to expand our reach through live-streamed keynotes, on-demand content, and virtual exhibit booths. But let me be clear: the in-person experience is irreplaceable. Hybrid strategies are about complementing—not replacing—face-to-face connections.

Key Link: Discover SME’s hybrid event strategies at Manufacturing Technology Series.

Strategic Partnerships

James Soto (Host):
You’ve talked about the importance of strategic partnerships. Can you share an example of how collaboration has amplified value?

Steve Prahalis (Guest):
A great example is our partnership with America Makes. By hosting a mini-event within a larger trade show, we created a focused, vertical experience for their community. Attendees benefited from curated sessions and networking, while also exploring the broader event.

This approach drives value for everyone involved—exhibitors, attendees, and the event itself.

Virginia Roberson (Co-Host):
It sounds like partnerships are key to scaling impact and creating tailored experiences.

Steve Prahalis (Guest):
Absolutely. It’s about aligning with partners who understand their communities deeply and can help us deliver meaningful, customized experiences.

Key Link: Explore more about America Makes at AmericaMakes.us.

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The Future of Trade Shows

James Soto (Host):
Looking ahead, what’s the biggest opportunity for trade shows in the next five years?

Steve Prahalis (Guest):
The opportunity lies in creating platforms for year-round engagement. Trade shows can no longer be one-off events. By leveraging technology and strategic partnerships, we can deliver value 365 days a year.

Key Link: Stay updated on the future of trade shows at SME Events.

Closing Remarks

James Soto (Host):
Steve, this has been an incredible conversation. Thank you for sharing your insights on how trade shows can adapt and thrive.

Virginia Roberson (Co-Host):
Absolutely. Thank you, Steve, for being such an amazing guest.

Steve Prahalis (Guest):
It’s been a pleasure. Thank you both for having me.

James Soto (Host):
And thank you to our listeners for tuning into this episode of the Industrial Strength Marketing Podcast. For more insights from industry leaders and marketers, visit industrialstrengthmarketing.com. Don’t forget to subscribe and leave a review to support our mission of helping industrial businesses grow.

We’ll see you next time as we continue to explore cutting-edge strategies to make trade shows and industrial marketing a powerful tool for growth.