Former President of industry associations IFES and EDPA, Larry Kulchawik shares More Than Five Decades of Trade Show Experience in his two books, “Trade Shows from One Country to the Next” and “The Invisible Industry,” the history of trade shows in the USA.
Drawing on more than 53 years of experience in the global exhibition and events industry, Kulchawik’s work examines how trade shows have evolved into a powerful force driving innovation, business growth, international commerce, and economic development worldwide.
According to industry research cited in his publications, the meetings, exhibitions, and convention sector contributes approximately $1.6 trillion annually to the global economy. Yet despite its substantial impact, the industry often operates behind the scenes and receives little public recognition.
“These books were written to document the industry’s history, recognize the professionals who make it possible, and help companies achieve greater success when exhibiting globally.”
Award-Winning Publications Highlight Industry History and Global Best Practices
Kulchawik’s book The Invisible Industry, co-authored with trade show historian Bob McGlincy, explores the origins and growth of modern trade shows, tracing their evolution from European World Fairs to today’s trade show marketplace.
His companion publication, Trade Shows from One Country to the Next, now available in its Third Edition, serves as a practical guidebook for companies exhibiting internationally. The book includes insights from industry professionals across 45 countries and provides guidance on navigating cultural differences, business etiquette, logistics, regulations, and exhibition practices around the world.
The publications have earned multiple industry and literary recognitions, including awards from the National Association of Book Entrepreneurs (NABE), the New England Book Festival, and the Great Southeast Book Festival, while also achieving bestseller recognition in business categories.
There Is No Right Way – Only a Different Way
A central theme throughout Kulchawik’s work is the importance of understanding cultural and operational differences when conducting business internationally.
The Third Edition of Trade Shows from One Country to the Next was developed to help exhibitors better understand these differences and avoid costly mistakes when entering new markets.
Why Face-to-Face Marketing Continues to Deliver Results
While digital marketing technologies continue to evolve, Kulchawik argues that face-to- face engagement remains essential for building trust, accelerating sales cycles, and creating meaningful business relationships.
Trade shows provide a unique environment where decision-makers, buyers, suppliers, innovators, and industry leaders can connect directly, evaluate products firsthand, and establish partnerships more efficiently than through digital channels alone.
Modern exhibitions increasingly incorporate digital technologies and experiential marketing strategies, yet the magic of successful trade show marketing remains human interaction.
“Technology enhances the trade show experience, but it does not replace it,” said Kulchawik. “Trust is still built person-to-person. No communication platform creates the same level of engagement as a face-to-face conversation.”
Educating the Next Generation of Industry Professionals
Beyond documenting industry history, Kulchawik hopes his books will increase awareness of trade show marketing as both an economic driver and a rewarding professional career path.
Through speaking engagements, industry education initiatives, and his publications, Kulchawik continues to advocate for greater recognition of the exhibition industry’s role in global commerce.
“The greatest innovations are often introduced at trade
shows,” Kulchawik said. “If these books help business leaders, students, and future professionals better understand the industry’s value and impact, then I have accomplished my mission.”
About Larry Kulchawik
Larry Kulchawik is an internationally recognized trade show marketing expert with more than 53 years of experience in the exhibition and events industry. He is a former President of the International Federation of Exhibition and Event Services (IFES) and the Exhibit Designers and Producers Association (EDPA), and a recipient of the Hazel Hays Award and Roger Taurant Award for industry leadership and contributions. Throughout his career, he has worked with global organizations, exhibition professionals, universities, and businesses seeking to maximize the effectiveness of face-to-face marketing.
His books, Trade Shows from One Country to the Next and The Invisible Industry, are available through major booksellers including Amazon and Barnes & Noble.
Media Contact:
Larry Kulchawik
Website: www.larrykulchawik.com
Email: larrykulchawik@gmail.com
Phone: +1 (847) 308-0944
Source: Larry Kulchawik