『EMT #66 with Robert Laarhoven - What 40 Years in the Exhibit Industry Can Teach Us About What’s Next』のカバーアート

EMT #66 with Robert Laarhoven - What 40 Years in the Exhibit Industry Can Teach Us About What’s Next

EMT #66 with Robert Laarhoven - What 40 Years in the Exhibit Industry Can Teach Us About What’s Next

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The trade show floor Robert Laarhoven entered in 1984 looks very different from the one event marketers know today.Exhibits were largely divided between traditional custom builds and portable displays. Graphics were produced through processes that now feel almost unimaginable. Modular systems had yet to reshape the industry, and the role of an exhibit house was far more focused on building the physical booth than on the broader marketing strategy surrounding it.In Episode 66 of The Event Marketer’s Toolbox, hosts Chris Dunn and Dana Esposito sit down with Robert for a conversation that spans more than four decades of exhibit industry history.Robert shares how he entered the business with almost no trade show experience, helped introduce modular exhibit solutions to the U.S. market, witnessed the growth of the rental model, became the first systems-focused president of EDPA, and watched exhibit companies evolve into partners expected to understand marketing strategy, audiences, ROI, sustainability, and the entire attendee experience.But this episode isn’t only a walk down memory lane. It’s a conversation about what the industry’s past can teach us about its future—and why the ability to adapt, build relationships, and keep learning remains just as important today.1. There’s No Such Thing as an Overnight 40-Year CareerRobert’s entry into the trade show business wasn’t carefully mapped out.After college, he initially planned to work in his father’s business. A trip to the Netherlands to see what his uncle was doing eventually introduced him to the exhibit industry, and in 1984 he started selling a portable display system in the United States with little more than an industry directory and a willingness to knock on doors.Many exhibit houses turned him away. Some gave him a chance.From there came expansion, successes, financial challenges, new businesses, new products, and plenty of lessons.2. Modular Systems Changed More Than How Booths Were BuiltOne of the central conversations in the episode is the evolution from portable displays and traditional custom fabrication toward modular systems.Robert remembers a time when portable and custom exhibit companies occupied very different parts of the industry. Early modular products started bridging that divide, but scaling those systems to larger exhibits could still mean managing an enormous number of panels, extrusions, and individual components.That changed as products such as Delta Matrix entered the market.After seeing the system used successfully in Europe, Robert and his business partner traveled to Belgium and secured North American distribution rights around 2000. Then the industry faced another major disruption: 9/11.3. The Best Exhibit Isn’t Necessarily All Custom or All ModularThe discussion also challenges the idea that designers need to choose between creativity and efficiency.Robert describes older custom exhibits that featured beautiful architectural forms and craftsmanship, while acknowledging the efficiency and flexibility modern systems provide.His point isn’t that one approach should replace the other.The opportunity is to use each where it makes sense.A designer might use modular systems for meeting rooms or structural elements that need to be efficiently installed and reused, while incorporating custom fabrication, LED, graphics, and other elements where they create greater impact.Ultimately, the objective isn’t to prove whether something is “custom” or “system.” It’s to create an engaging environment that helps the exhibitor achieve its goals while being smart about how the experience is produced.4. Exhibit Houses Aren’t Just Building Booths AnymorePerhaps one of the most important changes discussed in the episode has nothing to do with physical exhibit construction.The expectations placed on exhibit partners have changed.Chris points out that when he entered the business, building an impressive booth could largely be the goal. Today, conversations start much earlier: Who is the target audience? What personas are attending? How does the experience connect to the company's broader marketing program? And ultimately, what business result should the investment produce?Robert traces this thinking back to early conversations about integrated marketing and explains why it has become even more important today.Trade shows compete with every other marketing channel for budget. If companies can't demonstrate a return, those dollars can move somewhere else.That means an exhibit partner's responsibility increasingly includes helping clients get more business value from their trade show investment—not simply delivering the physical environment.5. Industry Relationships Can Shape an Entire CareerAnother recurring theme throughout the episode is mentorship.Robert initially joined EDPA because he saw it as an opportunity to access potential customers. But once he began attending conferences, his perspective changed.He ...
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