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Your Ultimate Online Trade Show Training

We teach companies how to

plan and execute trade shows get more qualified leads using our 3 step method increase the outcome of your trade shows train your staff to excel at trade shows 

Discover your next online course
See results from customers
Your Ultimate Online
Trade Show Training

We teach companies how to

plan and execute trade shows get more qualified leads increase ROI and ROO

Discover your next online course

25% off our online courses the first 25 days in 2025
of exhibitors can't pinpoint the exact outcome of their trade show participation
0 %
of companies are unaligned across departments on how to define success
0 %
of an exhibitor's success depends on the performance of the staff
0 %

How can we help you?

CASES

We have collected some of our amazing customer success stories. Please be inspired
WEBINARS & MORE

Jakob Dyrbye will set the stage for success at trade shows, exhibitions and events
ALL COURSES

ALL our courses are designed to help you succeed with all your hard work 
NEW KNOWLEDGE

Our latest podcasts, blogs, news and trends about “about how to get success with trade shows”
CASES

We have collected some of our amazing customer success stories. Please be inspired
WEBINARS AND MORE

Jakob Dyrbye will set the stage for success at trade shows, exhibitions and events
ALL COURSES

ALL our courses are designed to help you succeed with all your hard work 
NEW KNOWLEDGE

Our latest podcasts, blogs, news and trends about “about how to get success with trade shows”

NEW!

WEBINAR SERIES

HOW TO GET TRADE SHOW SUCCESS – BEFORE, DURING AND AFTER

In these 3 webinars, Jakob Dyrbye takes you through each phase: How to plan smarter. Execute seamlessly. And follow-up effectively.

  • 11+ tips to plan, execute and follow-up on your leads.
  • An objectives & ROI/ROO template to align, track progress and measure success.
  • A real-life case breaking down the lead process.
  • Smiling at Jakob's quirky humor – at least once.
  • 2 hours
  • 3 webinars
  • English
Yes! I want a step-by-step guide to trade show success

Right now only € 26  (+ VAT).

Find out exactly what your trade shows, exhibitions, and events are worth.

Are you getting value for your money?

How to Measure
ROI and ROO

Discover the Real Value of Your Trade Shows and Events

  • Get a fundamental understanding of ROI and ROO
  • Resources to set up and calculate metrics that benefit different teams and KPIs
  • Learn how to measure the effectiveness and outcome of your activities to benchmark your trade shows
  • Online ROI calculator
  • 22 minutes
  • 13 lessons
  • English
I want to know more about ROI and ROO
Shop course for € 266 (+VAT)

Online Courses

Upskill or reskill and get the tools to effectively achieve your goals with courses like Staff Training, Lead Generation and Booth Traffic.

Discover all courses >

Book the Expert

Book trade show expert Jakob Dyrbye for a workshop and get a tailored learning experience designed for your team and specific challenges.

Yes please, book a workshop >

Become a trade show champion

Get the complete trade show training for success. Choose from our selection or design your own. 

Shop a bundle. Save more >
Michael Bekker – Business Development Director, Dedicom
It works! 30% of our trade show leads converted to clients.

A large part of our success can be credited to Jakob Dyrbye and The Trade Show Academy.
Especially measured by the qualified leads we brought home, where several now are great customers.

Jakob supported us from start to finish. We were well trained, and knew exactly what to do and say.

Pia Marie Schougaard – Owner, Coredesign
Wow. What a rewarding aha-moment!

Under Jakob Dyrbye's guidance, I uncovered a world beyond my expectations.
Trade show planning revealed itself not just as logistics, but as a colorful, in-depth, and psychologically intriguing world.

Where every element, from the booth layout and zones to the use of colors, plays a crucial role.
Christoffer Back – Group Sales & Marketing Director, Ocee & Four Design
Jakob offered real-world examples that illustrated his points, giving us a clear idea of what we could do to improve our own exhibition and trade show return on investment.

His presentation was a valuable resource for anyone looking to enhance their trade show presence and marketing efforts.
Sarah Wöhliche Pedersen – Communications Consultant, Industriens Uddannelser
Fantastic teaching. Everyone - from beginners to seasoned pros - feels well prepared.

We left with a new mindset about trade show behavior and a shared understanding of what it entails
- with everything from roles and responsibilities to signal value. We all feel well-prepared for our next event.
Pia Marie Schougaard – Owner, Coredesign
Wow. What a rewarding aha-moment!

Under Jakob Dyrbye's guidance, I uncovered a world beyond my expectations. Trade show planning revealed itself not just as logistics, but as a colorful, in-depth, and psychologically intriguing world.

A kind of theater where every element, from the booth layout and zones to the use of colors, plays a crucial role in the stories and experiences we create for our visitors.
Christoffer Back – Group Sales & Marketing Director, Ocee & Four Design
Jakob offered real-world examples that illustrated his points, giving us a clear idea of what we could do to improve our own exhibition and trade show return on investment.

His presentation was a valuable resource for anyone looking to enhance their trade show presence and marketing efforts.
Michael Bekker – Business Development Director, Dedicom
A large part of our first trade show success can be credited to the right decision to contact Jakob Dyrbye and let him do what he is really good at.

Jakob supported us from start to finish and was 110% committed throughout and provided fantastic sparring and guidance

- Thank you for that!
Sarah Wöhliche Pedersen – Communications Consultant, Industriens Uddannelser
Fantastic teaching. Everyone - from beginners to seasoned pros - feels well prepared.

We left with a new mindset about trade show behavior and a shared understanding of what it entails
- with everything from roles and responsibilities to signal value. We all feel well-prepared for our next event.
Mette Skovgaard Petersen – Head of Communication and Marketing, Wicotec Kirkebjerg
Jakob conveyed the material in an easy-to-understand, effective and professional manner.

We left with a noticeable change - new and useful knowledge, a shared understanding and alignment,
and concrete tools to strengthen value creation in our trade show work.

I can highly recommend.
Lukasz Marusia – International Sales Director, Clever Frame International
We wanted to get the most effective strategy in place for our most important fair, EuroShop.

Jakobs vast knowledge changed our approach and perspective of stand design and roles. After the workshop, we were definitely better prepared and had a more extensive outline of our mission.

We would recommend Jakob to any company looking to improve their face-to-face marketing performance.

Our 5-step recipe for trade show success

01. Set clear objectives for your trade show

02. Design your stand
in zones

03. Map out measurable activities 

04. Train staff with roles and responsibilities

05. Set up a lead follow-up process

Get the method here >>>

Our 5-step recipe for trade show success

01. Set clear objectives for your trade show

02. Design your stand
in zones

03. Map out measurable activities 

04. Train staff with roles and responsibilities

05. Set up a lead follow-up process

Get the method here >>>
THE WHY

Despite the enormous time and money put into trade fairs, only 12,5% can pinpoint the specific results this investment provide

We want to change that [and it is about time]

Our dream is to unite face-to-face marketing professionals from across the world. To give them the tools to develop and improve the tremendous potential that all of us who work with trade shows, exhibitions, and events KNOW there is. All of our resources, and skills must come into play. By gathering new knowledge, by studying new trends, by challenging each other, and by sharing what we have, we can all improve ourselves professionally, and set new standards for face-to-face marketing. 

Read all about THE WHY →

THE WHY

Despite the enormous time and money put into trade fairs, only 12,5% can pinpoint the specific results this investment provide

We want to change that [and it is about time]

Our dream is to unite face-to-face marketing professionals from across the world. To give them the tools to develop and improve the tremendous potential that all of us who work with trade shows, exhibitions, and events KNOW there is. All of our resources, and skills must come into play. By gathering new knowledge, by studying new trends, by challenging each other, and by sharing what we have, we can all improve ourselves professionally, and set new standards for face-to-face marketing. 

Read all about THE WHY →

dse-aarsleff-trade-show-etiquette
Mette Skovgaard Petersen – Head of Communication and Marketing, Wicotec Kirkebjerg
Jakob conveyed the material in an easy-to-understand, effective and professional manner.

We left with a noticeable change - new and useful knowledge, a shared understanding and alignment,
and concrete tools to strengthen value creation in our trade show work.

I can highly recommend.
Lukasz Marusia – International Sales Director, Clever Frame International
We wanted to get the most effective strategy in place for our most important fair, EuroShop.

Jakobs vast knowledge changed our approach and perspective of stand design and roles. After the workshop, we were definitely better prepared and had a more extensive outline of our mission.

We would recommend Jakob to any company looking to improve their face-to-face marketing performance.
Kasper Feldt – Consultant and Sales Manager, Cobi Rehab
I would give 5 stars for Jakob's knowledge bank.

The videos from The Trade Show Staff Training Course become a useful tool that we can use as a team.
And suddenly we have this common language for how we talk, plan and attend trade shows.
It is a whole new way of thinking – a different mindset.

We love when you succeed

"It works! 30% of our leads converted to customers"

DEDICOM

84% Increase in Awareness After Exhibition

GEA

53% Increase
in Course Sign Ups

ARDEX

See how others changed their trade show performances

All our amazing cases
Since 2009, we trained +10.000 marketing, HR and sales professionals
wanting to achieve success with their trade shows and events
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Ardex
the-trade-show-academy-clients11
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the-trade-show-academy-clients

Can you afford NOT to train
your team?

“It is essential for a company’s success that both management and employees continuously get the necessary (formal) trade show and event training. 

Countless man-hours and vast economic resources go into trade shows, exhibitions, conferences, events, and experiences around the world. Yet very few of us can pinpoint the specific benefits these investments provide, why I ask: can you afford not to train your team?”

– Jakob Dyrbye, Trade Show Expert

Get in touch

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