Thrive In Design
 

Thrive In Design

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Are you a CEO, VP of Marketing, or Sales Leader at an interior product company looking to grow in the hospitality or home design markets? The Thrive In Design Podcast is your go-to resource for innovative marketing strategies, brand storytelling techniques, and sales tactics that help you stand out in a competitive, design-driven industry.

Hosted by Nicole Lashae (Ben) Hall, Design Strategist and Founder of Thrive In Design, this weekly podcast offers actionable insights and expert interviews that help you position your brand, engage the A&D community, and scale your impact in the built environment. From product launch strategy to tradeshow optimization, digital marketing to dealer enablement — each episode gives you the tools to amplify visibility and drive measurable growth.

🎯 Topics we cover:

- Interior product marketing and brand positioning
- Sales enablement strategies for the design industry
- How to increase visibility with architects, designers, and specifiers
- Hospitality and residential design market trends
- Leveraging podcasts, content, and events to drive demand

Whether you’re launching a new collection, entering new verticals, or refining your go-to-market strategy — this podcast will equip you to lead with clarity, creativity, and confidence.

🌐 Visit our website: www.thriveindesign.co
📅 Sign up for our next live training: https://training.thriveindesign.co
💌 Subscribe to our email list: https://podcast.thriveindesign.co

Episodes

S8, E7: The Designer’s Growth Plan: Brand and Interior Product Launch Strategy with Ericka Saurit

Thursday Aug 21, 2025

Thursday Aug 21, 2025

When you have your own business, you have to do everything—from designing and selling to marketing and growth. But the real power lies in building a brand that goes beyond products or services. It’s about creating spaces and experiences that are meaningful, where people feel connected and inspired. Branding for designers isn’t just about visuals; it’s about telling a story that reflects your values, resonates with your audience, and builds trust over time. When done right, branding helps you stand out in a crowded market, sell with purpose, and grow a business that makes a lasting impact.

In today’s episode, we’re joined by Ericka Saurit, who shares insights on what interior designers truly need today—from brand strategy and product launches to story-driven marketing that fuels growth. We don’t just talk about branding—we dive deep into the different ways to launch a product collection, how to stand out in a saturated market, and what marketing trends designers need to be paying attention to right now, including podcasting.

Ericka Saurit is a brand strategist, educator, and former interior designer with over 25 years of experience shaping culture through design and storytelling. She’s worked with iconic brands like Airbnb, Tag Heuer, and Estée Lauder, and now empowers interior designers, architects, and creatives to grow their businesses through story-driven marketing that connects and converts.

🎧 Tune in now to learn how to refine your message, launch with impact, and future-proof your marketing strategy.

 

Key Highlights from the Episode:

[00:01] Intro and a bit about your guest, Ericka Saurit

[05:21] Ericka’s background: From interior designer to branding expert 

[08:32] How the interior design industry has evolved over the past 18 months 

[13:30] Aligning your business strategy with marketing goals 

[16:34] Podcasting, storytelling & tools to help you stand out as a designer

[22:30] Revenue streams: What’s working now for design businesses

[25:30] Understanding: Licensing, Private Label, White Label, & Ecommerce 

[34:18] What to consider when setting your marketing goals

[39:40] How to build confidence and boldness through market shifts

[46:23] What’s new at Ericka’s company and how she supports clients 

[47:59] A quick recap and how to partner with Thrive in Design

[55:58] Wrap-up and end of the show

Notable Quotes: 

  • “There will always be someone ahead of you who can advise you and give you insights on how to make the best decisions.” 
  • “You have to have a different strategy when the market shifts; the way you show up to market yourself has to change and evolve.”
  • “Having a product line is a great way for a designer to expand their business.” 

Let’s Connect:

Connect with Ericka Saurit:

Learn more about Thrive In Design: 

🎓 Register for the next Thrive in Design live training:
https://training.thriveindesign.co/

📘 Get your copy of "The Ultimate Guide to A&D Sales":
https://www.thriveindesign.co/brand-reps

📚Enroll in the School of Strategy by Thrive In Design: 

https://www.thriveindesign.co/school

 

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S8, E6: The Science of Beauty: How Design Shapes Human Health with Mike Peterson

Thursday Aug 14, 2025

Thursday Aug 14, 2025

Beauty has always spoken to us—but today, its voice is louder, clearer, and more essential than ever. As the language of design evolves, we are beginning to understand that beauty is not just a visual luxury but a biological necessity. Hardwired into our DNA, aesthetic experiences shape how we feel, think, and heal. From the calming repetition of patterns to the nurturing presence of natural elements, design has the power to transform our spaces into sanctuaries of wellness.

In today’s episode, we’re joined by Mike Peterson to explore how neuroaesthetics and biophilia are reshaping design to support human health and well-being. Mike is a true pioneer at the intersection of design, science, and wellness. With nearly a decade as a publisher at LUX magazine, he helped catapult the brand to international recognition, building deep connections across luxury design firms, design centers, and the broader interior design community.

Now, as the founder of Science in Design, Mike leads a powerful movement that educates designers on how their work directly impacts human health. He is also a sought-after keynote speaker, sharing his message on some of the industry’s most prestigious stages—from High Point Market and the Dallas Market Center to ADAC, ASID, and IFDA events. His message is simple but profound: Design isn’t just about how a space looks—it’s about how it makes us feel, function, and thrive.

🎧 Tune in now!

🔑 Key Highlights from the Episode:

  • [00:01] Introduction and a bit about our guest, Mike Peterson
  • [02:24] How Don Ruggles inspired Mike’s shift from marketing to design
  • [04:30] Applications of neuroaesthetics and biophilia in interior design
  • [06:41] Metrics for measuring beauty’s impact in built environments
  • [09:08] Understanding beauty and its power in neuroaesthetics
  • [10:44] How neuroaesthetics and biophilia integrate in design
  • [14:58] How Science in Design educates designers to promote beauty and health
  • [18:27] The extended mind: how environment influences human experience
  • [19:46] Success stories from designers applying health-focused design
  • [22:33] What interior product companies need to know about neuroaesthetics
  • [26:46] About the Science in Design Summit and its impact
  • [28:24] Mike’s final thoughts and the future of neuroaesthetics
  • [30:26] Wrap-up and end of the show

💬 Notable Quotes:

  • “Beauty is the foundation of neuroaesthetics; beauty is a fundamental need to our physical being.”
  • “The need for beauty is not an elective or passive interest; it’s a compulsion.”
  • “Architects and designers have a greater ability to improve public health than health professionals.” — Dr. Claudia Miller

📚 Resources Mentioned:

  • Beauty, Neuroscience and Architecture by Donald Ruggles
    Link »
  • Built Beautiful documentary by Donald Ruggles
    Link »
  • Cognitive Architecture by Ann Sussman
    Link »
  • Constructing Health by Tye Farrow
    Link »
  • Mind in Architecture by Sarah Robinson
    Link »

🤝 Let’s Connect

Connect with Mike Peterson:

Learn more about Thrive In Design:

🎓 Register for the next Thrive in Design live training:
https://training.thriveindesign.co/

📘 Get your copy of "The Ultimate Guide to A&D Sales":
https://www.thriveindesign.co/brand-reps

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S8, E5: Designing for a New Era: Melissa Marsh on Connection, AI & Workplace Culture

Thursday Aug 07, 2025

Thursday Aug 07, 2025

From the buzz of innovation to the quiet power of intentional design, NeoCon 2025 revealed a future where design, human connection, and technology converge. The conversation is no longer just about products—it’s about how environments shape behavior, how data informs design, and how workplaces can foster both safety and creativity. This year’s show spotlighted a growing emphasis on “placefulness”—the emotional and functional resonance of space—and the critical role it plays in organizational culture. As workplaces digitize and hybrid models evolve, the most forward-thinking brands are designing not just for productivity, but for presence, trust, and transformation.

In today’s episode, we’re joined by Melissa Marsh to help us unpack the major themes and insights that emerged from this year’s NeoCon 2025 show. We explore key takeaways around workplace design in a post-hybrid world and the deeper shifts happening in change management and organizational culture. Melissa is the founder and executive director of PLASTARC and a visionary in workplace strategy, change management, and the future of work. Melissa has been at the forefront of reshaping how we think about space, connection, and experience. 

Ready to Tune in Now!

Key Highlights from the Episode:

[00:01] Introduction and what's for you in today’s show

[02:50] What's coming up this summer at Thrive In Design

[06:57] What Melissa found as a vibe at NeoCon in product design     

[11:04] Using AI for real-time data processing to change the workplace experience 

[16:34] The evolving intersection of design and technology 

[20:31] Innovations that stood out to Melissa at NeoCon—and why

[26:53] What “placefulness” means and how it showed up at NeoCon

[30:27] Urban transformation: Digitization of the city

[32:16] Cool vs warm colors: Melissa’s NeoCon favorite bag 

[34:38] Wrap-up and end of the show

Notable Quotes: 

  • “In order to do our best work, we need to feel safe in a place.” 
  • “Feeling safe with using AI comes down to transparency and giving people control over the tools they use.”
  • “Be careful of assuming that the digital solution is the sustainable solution.

 

Let’s Connect:

Connect with Melissa Marsh:

Learn more about Thrive In Design: 

 

🎓 Register for the next Thrive in Design live training:
https://training.thriveindesign.co/

📘 Get your copy of "The Ultimate Guide to A&D Sales":
https://www.thriveindesign.co/brand-reps

📚Enroll in the School of Strategy by Thrive In Design: 

https://www.thriveindesign.co/school

 

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S8,E4: Connecting with Millennials & Gen Z Designers: Tarra Avila on Strategy That Sticks

Thursday Jul 31, 2025

Thursday Jul 31, 2025

NeoCon 2025 is paved with more than just innovative products—it’s built on meaningful relationships, bold storytelling, and brands that lead with purpose. In today’s design landscape, simply showing up isn’t enough. Reps must deliver real value, spark genuine conversations, and create experiences that resonate long after the event ends. Authenticity, honesty, and human connection are the new currency. When done right, events become more than industry obligations—they become powerful platforms for impact, inspiration, and long-term growth.

In today’s episode, we sit down with Tarra Avila for an inspiring conversation about NeoCon 2025, the future of design networking, and how brands can create meaningful connections. Tarra is the visionary CEO and founder of Network NextGen—a vibrant community connecting emerging designers and architects in their 20s and 30s with leading design brands and manufacturers. Through curated live and virtual experiences, Network NextGen fosters authentic conversations around work-life balance, inspiration, and the future of design, with events in more than 18 markets across the country. They are creating spaces where designers walk away feeling inspired, informed, and more connected than ever.

Let’s dive in!

Key Highlights from the Episode:
[00:01] Intro and a bit about our guest, Tarra Avila
[02:36] Trends: How Millennials and Gen Z are redefining careers in design
[06:43] Rethinking events in a shifting social networking culture
[07:39] Inside Network NextGen programs and their impact
[13:14] Marketing strategies: What works—and what doesn’t—with younger designers
[19:41] What to expect from Network NextGen at NeoCon 2025
[23:46] Tips on packaging your brand for visibility and awareness
[27:24] Breaking Barriers: Tarra’s advice for reigniting creative energy
[28:41] Wrap-up and end of the show

Notable Quotes:

  • "Brands that do well have more unfiltered, raw footage that gets millions of views—it’s not about the polished image anymore."
  • "The more knowledge a brand can pour into a designer, the more they will remember."
  • "There is so much breadth in our industry. Your degree is valuable—there is so much you can do with it. You just have to push some doors open."
  • "If you ever feel stuck, start talking to people to reinspire you—you don’t need to go to Pinterest or look at images."

Connect with Tarra Avila and Network NextGen:

Learn more about Thrive In Design:

🎓 Register for the next Thrive in Design live training:
https://training.thriveindesign.co/

📘 Get your copy of "The Ultimate Guide to A&D Sales":
https://www.thriveindesign.co/brand-reps

📚Enroll in the School of Strategy by Thrive In Design: 

https://www.thriveindesign.co/school

 

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S8, E3: Seen, Heard, Remembered: Mastering NeoCon Tradeshow Strategy with Libby Gillen & Chris Stulpin

Thursday Jul 24, 2025

Thursday Jul 24, 2025

As the most anticipated design event continues to evolve, one thing remains timeless: the power of well-crafted experiences—those that begin long before the showroom doors open and continue long after the last badge is scanned. From smarter collaboration and strategic storytelling to thoughtful product launches and unforgettable touchpoints, brands now have the opportunity to engage the A&D community in deeper, more impactful ways. NeoCon 2025 isn’t just about being seen—it’s about being remembered.

In today’s episode, we’re joined by Libby Gillen and Chris Stulpin for a deep dive into NeoCon 2025—what’s evolving, what still works, and how brands can create meaningful impact before, during, and after the show.

Libby Gillen is the Vice President of A&D Engagement at Momentum Textiles & Wallcovering and a proud Syracuse University alumna. Her career journey spans from studying interior design to leading strategy, connecting with specifiers, and driving engagement across the A&D industry in the U.S.

Chris Stulpin is the owner of Darrow Martial Creative and also serves on the boards of Momentum Textiles and Hero Flooring. With deep industry insight, he brings a unique perspective on design, branding, and creative leadership.

Let’s dive in!

Key Highlights from the Episode:
[00:01] Intro and a bit about our guests, Libby Gillen and Chris Stulpin
[01:57] How NeoCon has evolved in format and attendee experience
[05:32] Standout moments at NeoCon and what brands are still doing right
[12:43] How to make the most of NeoCon’s short window as a team
[14:35] Post-NeoCon: How to bring a similar experience to the field
[15:52] Key considerations when welcoming people to your showroom
[17:47] Tips for creating meaningful touchpoints during the show
[19:14] The upper level: Strategies to draw traffic and increase engagement
[23:11] The planning behind launching a successful product at NeoCon
[25:58] What to expect from Momentum Textiles at NeoCon 2025
[27:44] Tools and ideas to innovate the client experience
[30:15] Libby and Chris’ advice for first-time NeoCon attendees
[33:58] Wrap-up and end of the show

Notable Quotes:

  • "Start by looking outward, not inward. It’s not about your brand or product introductions—focus on the user experience and the designer experience."  ~Chris
  • "Be client-centric. You’ll turn your customers off if you bombard them with your story right away." ~Chris
  • "If you have a temporary space in the Merchandise Mart, reach out to those with permanent spaces and offer your product." ~ Chris
  • "People come to your showroom to see what’s possible—you have to make it memorable." ~Chris

Connect with Libby Gillen and Chris Stulpin:

Learn more about Thrive In Design:

🎓 Register for the next Thrive in Design live training:
https://training.thriveindesign.co/

📘 Get your copy of "The Ultimate Guide to A&D Sales":
https://www.thriveindesign.co/brand-reps

📚Enroll in the School of Strategy by Thrive In Design: 

https://www.thriveindesign.co/school

 

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S8, E2: How to Start and Grow Your Podcast in 2025 with Nicole Lashae (Ben) Hall

Thursday Jul 17, 2025

Thursday Jul 17, 2025

Ever wondered why some podcasts thrive while others vanish into digital silence? In 2025, podcasting has evolved far beyond a casual hobby—it’s now a dynamic engine for personal branding, thought leadership, and evergreen content creation. Starting and growing a successful podcast means more than just plugging in a mic; it requires intentional strategy, authentic storytelling, and smart marketing. From defining your niche to designing eye-catching branding and leveraging cross-promotion, today’s most successful podcasters are those who treat their show like a business—with a voice, a mission, and a roadmap for growth.

In this solo episode, your host, Nicole Lashae (Ben) Hall, breaks down exactly how to start and market your podcast with intention and impact. She also shares three foundational pillars of podcast success to help you strategically design episodes that resonate with your audience and reflect your brand—all while creating evergreen content that continues to deliver value for months (or even years) to come.

Ready to build something that lasts? This is your blueprint.

Tune in now!

Key Highlights from the Episode:

[00:01] Introduction to the show
[00:27] Why podcasting still works in 2025
[01:04] The three pillars of podcast success
[02:48] Planning your episodes around your brand goals
[03:47] The power of branding + your podcast artwork
[04:01] Nicole’s artwork: Building confidence through creative branding
[05:31] Smart & sustainable podcast marketing strategies
[13:35] Creating a podcast roadmap: From idea to launch
[15:33] Wrap-up and end of the show

Notable Quotes:

  • “Always have a strategic call to action for what people are going to do next with your brand.”
  • “Start where you’re familiar and leverage your existing network.”
  • “Make sure your branding is recognizable, shares your brand identity, is consistent across all platforms, and aligns with your broader marketing strategy.”
  • “Leverage your network, collaborate, and cross-promote.”
  • “Collaborating with guests allows you to get in front of audiences that are already established.”

 

Let’s Connect:

Learn more about Thrive in Design:

🎓 Register for the next Thrive in Design live training:
https://training.thriveindesign.co/

📘 Get your copy of "The Ultimate Guide to A&D Sales":
https://www.thriveindesign.co/brand-reps

📚Enroll in the School of Strategy by Thrive In Design: 

https://www.thriveindesign.co/school

 

Read more

S8,E1: Marketing Through the Headlines: Stay Lean, Visible & Agile with Nicole Lashae (Ben) Hall

Thursday Jul 10, 2025

Thursday Jul 10, 2025

Marketing Through the Headlines: Stay Lean, Visible & Agile with Nicole Lashae (Ben) Hall 

When the headlines change overnight, so must your strategy. In a world where tariffs can reshape budgets and uncertainty dominates decision-making, the brands that rise aren’t the ones with the biggest budgets—but the ones that know how to pivot fast, stay visible, and lead with purpose. This isn’t just about reacting; it’s about anticipating shifts, streamlining your customer journey, and showing up with clarity when others are stuck. Flexibility, design thinking, and customer journey aren’t a luxury anymore—they are your competitive edge.  

In this solo episode, your host, Nicole Lashae Ben, shares how brands can remain visible, flexible, and effective even when budgets are tight and uncertainty looms large. From navigating the earliest stages of the customer journey to equipping your reps with clarity and confidence, discover how to lead with strategy, respond with agility, and keep your brand in front of your audience—no matter what the headlines say.

Ready to Tune in Now!

Key Highlights from the Episode:

[00:01] Introduction to the show

[02:18] Tariffs and how they are affecting sales and the bottom line 

[06:18] How tariffs disrupt the beginning of the customer journey   

[07:45] The awareness stage and how you’re appearing in the market

[10:42] Recent stats: How tariffs are hitting the economy and marketing budget 

[13:33] Flexibility and transparency: Pivoting fast in uncertain times 

[18:50] How to get in front of your audience—on a lean budget

[27:09] Wrap-up and end of the show

Notable Quotes: 

  • “Every part of the customer journey is intentional, and marketing is your overall strategy.” 
  • “Flexibility is crucial, and your team needs to be aware of what is happening in the headlines at all times and how it affects your buyers.”
  • “When facing uncertainty, you need to understand your situation, be able to equip quickly, and pivot fast.”
  • “No matter what is happening in the world, if design thinking and the customer journey are not at the center, you will fall behind.” 
  • Equip your reps, they are the face of your brand and brand ambassadors that are out there pounding the pavements and going in front of designers. 

 

Learn more about Thrive In Design:

 

🎓 Register for the next Thrive in Design live training:
https://training.thriveindesign.co/

📘 Get your copy of "The Ultimate Guide to A&D Sales":
https://www.thriveindesign.co/brand-reps

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S7,E14 Recap: Winning Strategies for Interior Products with Nicole Lashae (Ben) Hall

Thursday May 08, 2025

Thursday May 08, 2025

Season 7 Recap: Winning Strategies for Interior Products with Nicole Lashae (Ben) Hall 

Designing and selling interior products isn’t just about aesthetics—it’s a strategic game where creativity meets precision and innovation fuels connection. In today’s competitive landscape, the brands that thrive are those that know how to combine compelling visuals with functionality, personalize their approach through technology, and tell stories that truly resonate with both designers and clients. From navigating customization challenges to leveraging digital tools, the most successful brands are redefining how interior spaces are brought to life—and how products leave lasting impressions.

In this exciting recap of Season 7 of Thrive In Design, we dive into how top brands in the interior design industry are redefining success through creativity, customization, and cutting-edge technology. With incredible guests throughout the season, we explore the hidden tactics behind impactful product design, seamless collaboration between designers and manufacturers, and the digital innovations transforming how spaces are imagined.

Tune in and get inspired!

🎯 Key Highlights from the Episode:

  • [00:01] Introduction to the show and this season’s 7 amazing guests
  • [08:27] Balancing creativity and functionality in product development
  • [12:06] Challenges and opportunities in product customization
  • [13:19] Decorator Industries’ design installation process
  • [15:06] The role of visuals in brand identity and client engagement
  • [20:51] How designers, manufacturers, and digital experts collaborate
  • [23:57] How technology is transforming personalization in interior design
  • [31:34] Common pitfalls to avoid when building brand presence and positioning
  • [37:08] Key takeaways from the guests and their experiences working with Nicole
  • [43:37] Wrap-up and end of the show

💬 Notable Quotes:

“You’re shooting for the brand, and you have to understand where the brand has been, where they’re going, and what they’re looking for.”

“The story has to capture an emotion, and that emotion should connect with who we want to attract. Inconsistency can be devastating.”

“Your digital presence is your storefront. If you don’t maintain consistency, your online footprint won’t reflect expertise.”

“Communicating with customers on an individual basis is critical to providing them with a truly functional product.”

🤝 Connect with the Guests:

🌱 Learn More About Thrive In Design:

📅 Join the Community:

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S7, E13: The Art of Sensory-Driven Design: Insights from Yvette Craddock

Thursday Apr 03, 2025

Thursday Apr 03, 2025

Becoming a successful interior designer is about thinking outside the box and staying true to your authentic self. Creativity thrives when you embrace your unique perspective and align it with what truly resonates with you. Success lies in blending authenticity with innovative design principles—crafting sensory-driven spaces that tell meaningful stories, staying ahead of the latest trends in luxury, and addressing client pain points with thoughtful, impactful designs.

In today’s episode, we sit down with Yvette Craddock to explore her incredible journey into design and her approach to creating sensory-driven spaces that tell meaningful stories. Yvette Craddock, founder of Yvette Craddock Designs, is a celebrated designer renowned for her distinctive interiors and brand experiences. She specializes in luxury residential, boutique hospitality, multifamily, and vacation properties. With a unique fusion of creativity, cultural references, and innovation, Yvette transforms undefined spaces into harmonious, authentic masterpieces.

Let’s dive in!



Key Highlights from the Episode:

[00:01] Episode intro and a bit about our today’s guest, Yvette Craddock

[02:10] Yvette’s inspiration to start her own design firm

[04:50] How crafting immersive and sensory design experiences is her hallmark of success

[06:10] Her favorite types of projects to work with and what she looks forward to in 2025

[08:00] Yvette’s process from identifying the problem to getting the final result

[14:42] How she ensures the project tells a unique and authentic story of the client

[20:24] Understanding trends & how they fit in her specifications process during the design

[26:06] Things that stand out to Yvette when sourcing design products from brands

[29:09] Some of the best projects Yvette has worked on previously

[30:55] Her advice to anyone looking to make their mark in design

[32:16] Where and how to get a mentor for your design career

[38:08] New and exciting things coming up in 2025 from Yvette

[38:55] Best ways to connect with Yvette, episode wrap-up, and calls to action

Notable Quotes: 

  • Design takes a bit of analyzing and creativity. 
  • When designing for a client, listen to their needs and desires, and just as importantly, listen to what they are not telling you verbally but what their body language is telling you. 
  • Successful designers understand they are in their clients' service, turning dreams into reality rather than chasing personal goals.
  • Attention to detail, collaboration, and staying grounded in the client's goals set exceptional designers apart.
  • The secret to impactful design is to listen, analyze, create, and deliver with precision, purpose, and passion

Connect with Yvette Craddock

Website: https://www.yvettecraddock.com/

Instagram:  https://www.instagram.com/yvettecraddockdesigns/

Facebook: https://www.facebook.com/yvettecraddockdesigns

LinkedIn: https://www.linkedin.com/in/yvettecraddock/

Pinterest: https://www.pinterest.com/yvettecraddockdesigns/

Learn more about Thrive In Design: 

Website: https://www.thriveindesign.co/

Instagram: https://www.instagram.com/thriveindesign/

Facebook: https://web.facebook.com/thriveindesign/

LinkedIn: https://www.linkedin.com/company/thriveindesign/

 

Register for the next Thrive In Design live training here: https://training.thriveindesign.co/

 

Get your copy of "The Ultimate Guide to A&D Sales": https://www.thriveindesign.co/brand-reps.

 

Read the Thrive In Design Insights blog for more in-depth strategies and expert tips: https://www.thriveindesign.co/our-blog

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S7, E12 3 Powerful Ways to Amplify Your Brand Presence at a Trade Show—With or Without an Exhibit | Featuring Nicole Lashae Ben

Thursday Mar 27, 2025

Thursday Mar 27, 2025

Trade shows have been a game-changer for brands looking to gain visibility, build strategic partnerships, and drive sales—but standing out in a sea of exhibitors requires more than just showing up. To make a lasting impact, you have to be strategic in how you network, market, and follow up. Planning your approach before the event, focusing on creating memorable interactions during it, and maximizing post-show follow-ups are essential steps in your strategy. By approaching trade shows with intention and a clear plan, you can transform a single event into a powerful catalyst for long-term business growth. Whether you have a booth or not, success lies in your ability to differentiate your brand, create meaningful connections, and convert those connections into lasting relationships.

In this solo episode, your host, Nicole Lashae Ben, shares powerful strategies to help you amplify your brand presence and make the most of trade shows—whether you have a booth or not. Listen and get valuable insights on how to make your next trade show experience more impactful by leveraging strategic networking, creative marketing tactics, and effective follow-up techniques.

 

Tune in now!

 

Key Highlights from the Episode:

[00:01] Intro & what in for you in today’s show

[03:52] A very special announcement: Speaking at NeoCon 2025 

[06:53] Three key reasons to attend a trade show

[08:53] Three ways to thrive in a trade show without a booth

[09:14] 1# Leveraging strategic networking before and during the trade shows  

[18:21] 2# Creating Buzz with gorilla marketing and thought leadership 

[24:36] 3# Maximizing followup in post-show engagement 

[30:06] Additional strategies that Nicole does for her clients 

[31:00] Quick recap: Three ways to thrive at a trade show

[31:50] Wrap-up and end of the show

Notable Quotes: 

  • Don’t spend $10-20 on exhibiting at a trade show without knowing if you will have a return on investment.  
  • Trade shows allow visibility, strategic networking, and creative engagement.
  • Being more strategic is thinking about how you will network before and after the event.
  • Organize your leads immediately after the event, don’t wait weeks to follow up; strike while the event is still hot.
  • The key to follow-up is not only about remaining connected but also being the brand that offers value.

Resources Mentioned 

How To Use Gorilla Marketing S6E5: https://podcasts.apple.com/us/podcast/s6-e5-how-to-use-guerilla-marketing-to-maximize-your/id1596367503?i=1000665443416

Let’s Connect:

Learn more about Thrive In Design: 

Website: https://www.thriveindesign.co/

Instagram: https://www.instagram.com/thriveindesign/

Facebook: https://web.facebook.com/thriveindesign/

LinkedIn: https://www.linkedin.com/company/thriveindesign/

 

Register for the next Thrive In Design live training here: https://training.thriveindesign.co/

 

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