Episode 12- John Blaskey – How to Use Privileged Access to Shape and Control the Attendee Journey
Leveraging Emotions For Exhibition Success
Trade shows are more than busy aisles, bright lights, and last-minute pitches. The difference between a good exhibition and a great one often comes down to one word. Control.
In this episode of The Expo Factor, Lee Ali is joined by industry veteran John Blaskey to explore how exhibitors can take strategic control of engagement, design purposeful attendee journeys, and transform exhibitions from chaotic showcases into structured marketing platforms.
From the 1970s to today, John’s message remains timeless: technology may evolve but human interaction still drives success.
Key Takeaways From The Episode
1. Exhibiting Without Purpose is a Missed Opportunity
Too many exhibitors, John says, still attend shows simply because they feel they have to. It’s a habit, not a strategy.
“Most exhibitors don’t actually know why they’re exhibiting. They book space because their competitors are going, or because they always have.”
Before committing to any event, exhibitors should ask the hard questions: Why are we going? What do we want to achieve? And how does this link to our wider business growth and marketing strategy?
Exhibition success starts with intentionality, not attendance.
2. Human Connection is Back and More Valuable Than Ever
After years of digital overload, audiences crave real interaction. Exhibitions are now one of the few places where genuine connection can happen.
- Happiness
- Surprise
- Anger
- Fear
- Sadness
- Disgust
- Contempt
“People are zoomed out, they’re sick of texts, and they don’t trust AI. So human interaction is back big time.”
Lee Ali agrees, highlighting that face-to-face encounters reveal genuine intent and emotion:
“If you meet people face to face, you get the truth.”
Trust, warmth and intuition can’t be automated. Exhibitors who lead with empathy, energy and authenticity stand out in an era of screens and scepticism.
In-person engagement is not old-fashioned. It’s your competitive advantage.
3. Control the Experience. Don’t Leave It to Chance
John’s concept of Privileged Access Engagement was inspired by Disneyland, where every moment of the visitor experience is intentional.
““Every stand should be a bit like Disneyland. It should have a theme, an impact, a bit of fun, and a clear outcome.”
By designing defined entry and exit points, structured experiences, and clear visitor pathways, exhibitors can turn random footfall into meaningful engagement.
He also recommends using formats that balance structure with excitement. One of his favourites experiences is the ‘Dragon’s Den’ presentation style, where small groups of visitors are invited to watch a live demonstration or pitch session. Following the session they can decide if they would like to then schedule a meeting or come to site visit.
“We used to run it like Dragon’s Den – short, sharp sessions where visitors could pitch their problem, and we’d respond with ideas. It created curiosity and control.”
Great exhibitions are not chaotic. They’re choreographed using the Privileged Access Engagement strategy.
“We don’t need come one, come all. We don’t have the time.”
4. Exhibiting is Marketing, Not Selling
It’s one of John’s core beliefs – and one that challenges decades of misconception.
“Nobody takes an order at a trade show. Prospects don’t have the authority. It’s marketing.”
Trade shows are about starting conversations, not closing deals. The goal is to create awareness, qualify interest, and position your brand as a trusted partner.
If you measure your show purely by sales, you’re missing its true value.
5. The Follow Up Defines the Finish
Many exhibitors fail after the show ends. For John, the event is only the midpoint of the attendee journey.
“The exhibition ends months after the doors have closed. You’ve got to build a bridge from the booth to the business.”
He encourages exhibitors to create permission-based next steps such as follow-up events, demos, or training sessions.
“It’s permission-based marketing. More than that, they’re asking you to contact them.”
Follow-up is not chasing. It’s continuing a relationship that started face to face.
John Blaskey’s Three Top Tips for Exhibition Success
To close the episode, Lee asks John to share his three top tips for exhibition success.
After a career spanning more than four decades, John’s advice is refreshingly practical and powerful:
“Be very precise about who you want to speak to – who is your audience. It may not be at the show you’ve booked.”
Before committing to a trade show, make sure your target audience will actually be there. Exhibiting at the wrong event wastes both time and budget. The best exhibitors are selective, not reactive.
“Be very precise about the message that you want to put over.”
Every element of your stand – visuals, conversations, and content – should communicate a single, clear message. Visitors should understand what you do and who you do it for within seconds.
“Don’t be afraid to do your research. What do you want to know? And if you’ve got a plan, it’ll work.”
Understand the show layout, audience profile, and competitor presence before you arrive. Preparation brings clarity, confidence and control.
Final Thoughts
As John Blaskey reminds us, the most successful exhibitors are not the loudest or the largest. They are the ones who plan with purpose, engage with authenticity and control every stage of the attendee journey.
Because at the end of the day, exhibitions aren’t about what you sell.
They’re about how you make people feel and what happens next.
“Exhibitions aren’t about products or pitches. They’re about people.” – John Blaskey
Ways to watch
Spotify –https://open.spotify.com/episode/7oEedKKkbDoE6WxT7PCLsB?si=doQ6EBjSRL2DQ3008662VA
Youtube – https://youtu.be/zDWU3_Lpti8
John Blaskey
John Blaskey is an internationally respected exhibition strategist, author, and keynote speaker with more than 40 years of experience helping organisations transform the way they exhibit. Through his company, The Exhibiting Agency, John has advised global brands and SMEs on how to turn exhibitions into measurable, relationship-driven marketing platforms. He is widely recognised for pioneering the concept of Privileged Access Engagement – a model that teaches exhibitors to control their environment, qualify visitors effectively and design meaningful attendee journeys.
Having trained thousands of business professionals across the world, John continues to inspire exhibitors to move beyond selling and instead focus on purposeful engagement, emotional intelligence and post-show impact. His work has made him one of the most influential voices in face-to-face marketing today.
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