Mike Moyer helps exhibitors turn expensive trade shows into productive lead-generation events. As the creator of Trade Show Samurai, he teaches booth teams how to engage more attendees, qualify prospects quickly and capture the information their salespeople need to follow up effectively.
His approach focuses on what actually happens inside the booth—not on buying more space, adding expensive displays or handing out more promotional products.
From an 80% Budget Cut to More Than 700 Leads
Mike developed the Trade Show Samurai method while serving as vice president of marketing for a publicly traded financial-services company.
Shortly after joining the company, he was assigned responsibility for a major trade show after its budget had been cut by approximately 80%. Most of the remaining money was needed for the booth and travel, leaving almost nothing for advertising, promotions or elaborate giveaways.
Instead of trying to outspend larger exhibitors, Mike redesigned how the booth staff interacted with attendees. The team focused on body language, positioning, conversation structure, qualification and efficient lead capture.
The result was more than 700 leads—far more than the company had generated at the show in previous years.
That experience became the foundation of the Trade Show Samurai method.
The Four Core Arts of Trade Show Success
Trade Show Samurai organizes effective booth behavior into four practical skills:
The Art of Engagement
Learn how to use eye contact, body language and booth positioning to start conversations with attendees who might otherwise walk past.
The Art of Intrigue
Give attendees enough relevant information to earn their interest without overwhelming them with a long presentation.
The Art of Inquiry
Ask the right questions, identify qualified prospects and capture useful information for the sales team.
The Art of Disengagement
End conversations respectfully and efficiently so booth staff can move on to the next opportunity without wasting anyone’s time.
These techniques help exhibitors increase lead volume and improve lead quality without relying on a larger booth or a larger budget.
Trade Show Speaking and Training
Mike delivers entertaining, practical programs for companies, associations and conference audiences.
His trade show programs can be presented as:
- Conference breakout sessions
- Keynote presentations
- Pre-show booth-staff training
- Interactive workshops
- Private company training
- Online trade show training
Each program gives participants specific techniques they can use immediately. The material is especially valuable for salespeople, marketers, founders and subject-matter experts who represent their organizations at trade shows and industry events.
Practical Experience Across Industries
During more than 30 years in marketing, sales and entrepreneurship, Mike has worked with organizations in a variety of industries. His Trade Show Samurai techniques have helped teams generate hundreds of leads, outperform much larger exhibitors and reduce their cost per qualified opportunity.
His clients and program participants have included startups, established companies and experienced trade show professionals.
Mike is also the author of more than a dozen business books covering entrepreneurship, marketing, sales, operations and financing. His books have been translated into multiple languages.
He teaches entrepreneurship at Northwestern University and previously taught at the University of Chicago Booth School of Business.
Mike holds a master’s degree in integrated marketing communications from Northwestern University and an MBA from the University of Chicago.
Bring Trade Show Samurai to Your Team
A great booth does not produce results by itself. Success depends on what your people say and do when attendees walk past.
Mike can help your team engage more attendees, conduct better conversations, capture more qualified leads and make every minute on the show floor more productive.
Contact Mike to discuss a trade show presentation, workshop or private booth-staff training program.
Prefer to learn online? Explore the Trade Show Samurai course and master the Four Core Arts at your own pace.