Podcast: The Secret to an Unforgettable Trade Show
What separates a good trade show from a truly unforgettable one? According to industry veteran Daniel McKinnon, CEM, it comes down to one thing: creating lasting value for attendees, exhibitors, and partners alike.
That is the focus of the latest episode of the Association Adviser Podcast, where McKinnon, Chief Exhibitions Officer at MHI, joins Christine Shaw, CEO & President of Naylor Association Solutions, to share what he has learned over 30 years in the exhibitions industry. As the leader behind MODEX and ProMat, two of North America’s largest supply chain trade shows, McKinnon has helped transform events into powerful platforms for innovation, connection, and growth.
From the evolving role of technology to the fundamentals of great teamwork, McKinnon explains what it takes to deliver events that keep people coming back year after year. He discusses how leveraging data and AI allows teams to work smarter, not harder, and why focusing on attendee experience is the single best way to measure success. For McKinnon, a trade show’s impact is not defined by size or budget. It is defined by how well it serves its community.
He also shares how strong vendor and partner relationships form the backbone of every successful event. By treating exhibitors as collaborators instead of customers, associations can build experiences that are mutually beneficial and future ready.
McKinnon’s approach proves that unforgettable trade shows are not built by chance. They are built by intention, teamwork, and an unwavering commitment to value.
Listen now to the full conversation with Daniel McKinnon: The Secret to an Unforgettable Trade Show.
