I was in Denver when I got the call.

The man on the other end introduced himself as Tim, the owner of a company that creates 3D-printed flooring. His business primarily serves tradeshow exhibitors — helping them create custom flooring designs that make their booths stand out.

Tim said, “I’d like to hire you to tell us which tradeshows we should sponsor.”

I paused for a second and said, “No.”

He was surprised. “No?”

“Yeah,” I said. “That would be a waste of your money.”


The Problem With the “Standard Approach”

Here’s the thing most people don’t understand about tradeshows — they’re not built for marketers.

The people running the event don’t design booths. The exhibitors standing in those booths don’t design them either. The people who actually create the booth concepts — the ones who decide how the space feels, looks, and engages attendees — are called experiential designers.

And you’ll never find them on the tradeshow floor.

They’re the invisible creative forces behind the show.

So when Tim asked me which tradeshows he should sponsor, my answer wasn’t about marketing budgets — it was about understanding who his real customer was.

Because here’s the truth: the tradeshow organizer doesn’t care about his flooring. The exhibitor’s rep may love how it looks, but they’re not the ones deciding on the design. The experiential designer is.

Tim didn’t need to sponsor more tradeshows. He needed to build relationships with the people who actually choose his product.


The Hidden Psychology of Tradeshows

Trade events love giving out awards.

You’ve seen them — “Best Booth,” “Most Innovative Exhibit,” “Best Brand Experience.”

It sounds noble, but those awards aren’t about honoring the designers who made those booths possible. They’re a clever form of behavioral psychology.

The tradeshow gives out the awards so brands will spend more money on elaborate booths. More investment means better attendee experiences — which means more brands sign up next year.

The experiential designer, the one who imagined and built that booth, is nowhere in the press release.

No interview. No credit. No recognition.

That’s where the opportunity was hiding.


The Real Customer: "Sarah"

So, I told Tim, “What we should do isn’t sponsoring tradeshows — it’s creating a digital magazine and podcast that recognizes experiential designers.”

He hesitated. “Why would I do that?”

“Because they’re the ones who decide whether your flooring gets used,” I said. “And no one else is giving them a platform.”

Let’s say we feature one of these designers — we’ll call her Sarah.

Sarah finally gets to share her story. She talks about her design philosophy, her process, her favorite projects. She feels seen and appreciated.

And here’s what happens next:
1. Sarah shares the article and podcast episode with her entire network.

2. People who love her work start following her.

3. Another company reaches out with a new opportunity.

4. When Sarah moves to her next firm — she brings Tim’s product with her.

Sarah is portable. The brand isn’t.

By empowering Sarah, we’ve turned her into a lifelong advocate — not through advertising, but through appreciation.


Why Tim Didn’t Get It

Tim didn’t get it.

He wanted a one-to-one exchange — pay for exposure, get leads, rinse, repeat.

That’s the industry standard. It’s safe. Predictable. Boring.

But “standard” doesn’t mean effective.

What I was proposing was Customer-Centric Marketing in its purest form — build something that elevates your customer, and they’ll market you for free.

Instead of chasing the tradeshows, we could have built a community.
Instead of sponsoring booths, we could have built a movement.


The Power of the Spotlight

Here’s the part that most brands miss: people don’t just want to be sold to.
They want to be seen.

And when you give someone the spotlight — whether that’s a podcast, a blog, or a digital feature — you give them something that lives far longer than an ad campaign.

They remember who gave them that stage.

And that memory becomes loyalty.

That’s the psychology that drives Customer-Centric Marketing.

It’s not about the transaction. It’s about the relationship that follows.


The Real Lesson

Tim thought his customers were the tradeshows and the brands buying booth space.
But his real customer was Sarah — the designer deciding which materials would bring her vision to life.

And Sarah wasn’t at the tradeshow.
She was at her desk, sketching floorplans, researching materials, and dreaming up the next immersive experience.

If you want Sarah’s attention, you don’t need a booth.
You need a story — her story.


This Is Customer-Centric Marketing

When you reframe your marketing around the customer’s experience, everything changes.

It’s not about sponsorships, lead lists, or ad impressions.
It’s about building ecosystems where customers see themselves as part of your story.

Customer-Centric Marketing means understanding that your best marketers aren’t hired — they’re inspired.

They’re the people who feel connected to your brand because you gave them a platform, not a pitch.

If you’re running a brand — especially in a B2B space — and you’re ready to stop marketing at people and start marketing through them, let’s talk.

Visit my profile on Open To Work Social and set up a call.

Let’s rethink your marketing from the inside out — and make your customers your greatest marketers.

WHY TIM DIDN’T GET

Tim didn’t get it.

He wanted a one-to-one exchange — pay for exposure, get leads, rinse, repeat.

That’s the industry standard. It’s safe. Predictable. Boring.

But “standard” doesn’t mean effective.

What I was proposing was Customer-Centric Marketing in its purest form — build something that elevates your customer, and they’ll market you for free.

Instead of chasing the tradeshows, we could have built a community.
Instead of sponsoring booths, we could have built a movement.


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The Power of the Spotlight

Here’s the part that most brands miss: people don’t just want to be sold to.
They want to be seen.

And when you give someone the spotlight — whether that’s a podcast, a blog, or a digital feature — you give them something that lives far longer than an ad campaign.

They remember who gave them that stage.

And that memory becomes loyalty.

That’s the psychology that drives Customer-Centric Marketing.

It’s not about the transaction. It’s about the relationship that follows.


---

The Real Lesson

Tim thought his customers were the tradeshows and the brands buying booth space.
But his real customer was Sarah — the designer deciding which materials would bring her vision to life.

And Sarah wasn’t at the tradeshow.
She was at her desk, sketching floorplans, researching materials, and dreaming up the next immersive experience.

If you want Sarah’s attention, you don’t need a booth.
You need a story — her story.


---

This Is Customer-Centric Marketing

When you reframe your marketing around the customer’s experience, everything changes.

It’s not about sponsorships, lead lists, or ad impressions.
It’s about building ecosystems where customers see themselves as part of your story.

Customer-Centric Marketing means understanding that your best marketers aren’t hired — they’re inspired.

They’re the people who feel connected to your brand because you gave them a platform, not a pitch.


---

If you’re running a brand — especially in a B2B space — and you’re ready to stop marketing at people and start marketing through them, let’s talk.

Visit my profile on Open To Work Social and set up a call.

Let’s rethink your marketing from the inside out — and make your customers your greatest marketers.