Celebration of the personal meeting

We want to raise the bar for what you can achieve through trade fairs, exhibitions, conferences and other events through online education.

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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?”

Of exhibitors can't pinpoint the exact outcome of their trade show participation

0 %

Of companies are unaligned across departments of how to define success

0 %

Of an exhibitor's success depends on the performance of the staff

0 %

Online Courses

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

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.

Become a trade show champion

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

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.

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.

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 and was 110% committed throughout.
He provided fantastic sparring and guidance. We were well trained, and knew exactly what to do and say.

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.

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.

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.

The Trade Show Staff Training Course has much more value than a 1–day session ,
where you pay way too much money for a mediocre sandwich and forget everything the minute you leave.

The videos 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.

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!

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

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

Online trade show courses for professionals

Empower your sales, marketing and HR team with trade show training like never before

At The Trade Show Academy, we’re dedicated to providing high-quality online trade show training tailored to exhibitors and professionals working with trade show management – no matter your industry, company size, or experience level.

Take our online Trade Show Staff Training Course and align your booth staff and all your departments. Go from “business as usual” to real insight, allowing you to answer the question from your CFO: ‘Was our money well spent?’

Take the Trade Show Staff Training Course here →

Online trade show training for professionals

Empower your sales, marketing and HR team with trade show training like never before

Take the Trade Show Staff Training Course here →

We love when you succeed

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

84% Increase in Awareness After Exhibition

53% Increase
in Course Sign Ups

A tailored learning experience

Discover how our online courses work →

Lifetime access

Stay ahead of the curve with continuous trade show training. The content is yours – no strings attached.

Learn whenever. Wherever. 24/7

With our on-demand courses, everyone can learn wherever and whenever. On the computer, tablet or phone. Without leaving the office.

Cheaper than in-person courses

Attain the skills and knowledge crucial for trade show success. For only a fraction of a trade show booth.

Since 2009, we have hosted seminars and workshops for +10.000 marketing, HR and sales professionals wanting to achieve success with their trade shows and events

Free Tips, Tricks and Insights at our Knowledge Hub

Dos and Don’ts on the Trade Show Floor

Find out how to increase your trade show performance

How to Attract Guests to Your Trade Fair Booth

Give guests a reason to visit your trade fair booth that they don’t get from just Googling your company.

5 Ways to Reduce Your Trade Show Marketing Costs

Worried about the escalating trade show expenses? This quick guide may help with just that.

Dos and Don’ts on the Trade Show Floor

Find out how to increase your trade show performance

5 Ways to Reduce Your Trade Show Marketing Costs

Worried about the escalating trade show expenses? This quick guide may help with just that.

7 Effective Tips for a Successful Trade Fair

Planning is essential to map out your business activities. Here are 7 tips to maximize your trade show and event outcome.

Get inspiration, tips and tricks for your next trade show and event

Webinars, seminars, kick-offs and much more!

7 Effective Tips for a Successful Trade Fair

Planning is essential to map out your business activities. Here are 7 tips to maximize your trade show and event outcome.

Get inspiration, tips and tricks for your next trade show and event

Webinars, seminars, kick-offs and much more!

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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