CHICAGO — In January 2024, John Wilson joined CNTV as the Vice President of Business Development for the Northeast Region following a contracted period at the end of 2023 as a Content Coordinator with the company.
He made the jump into the events industry after a 30-year career in television news, including stints at KOMO TV in Seattle, WESH 2 CW18 in Orlando, and CBS-3 in Philadelphia among others.
In his tv news roles he led large teams, provided steady leadership and earned awards for his journalism — and now at CNTV, Wilson is driving business growth, cultivating partnerships and helping expand the presence of CNTV in the Northeast region.
Trade Show Executive sat down with John Wilson to hear about his career pivot into the events world, how the worlds of journalism and events are similar and what he sees as big opportunities for the industry from an “outsider” perspective.
MADDY: You spent three decades in television news. What inspired your leap into the trade show industry — and why CNTV?
JOHN: CNTV Co-Founder Carrie Ferenac and I worked together in broadcast news in Orlando many years ago. As I advanced in my own career — eventually becoming a VP of a TV and digital news operation in a major market — I kept an eye on Carrie’s success and CNTV’s impressive growth. When I went out on my own, one of my projects was a contract role with CNTV. After just one event, I was hooked — on the industry, on CNTV’s role in it, and on the leadership team and culture. That experience led us to create a full-time position.
MADDY: At first glance, journalism and trade shows seem worlds apart. What surprising similarities have you discovered between the newsroom and the show floor?
JOHN: What’s surprising to me is how similar the industries are. As a business, broadcast news is built to deliver a product that you hope drives ratings and revenue. Trade shows also have a mission, which they hope will drive attendance and revenue. Both industries require a solid product, a brand and marketing strategy, and innovative approaches to succeed. Trade shows do an amazing job of using data and feedback and pivoting in both the short and long term. From a logistics standpoint – there are deadlines, a lot of pressure and last-minute curveballs that require a quick-thinking, solutions-oriented mindset.
MADDY: You’ve said storytelling is just as critical in events as it is in journalism. Can you tell us a bit more about that insight?
JOHN: I’m a big fan of storytelling expert Kindra Hall. Two of my favorite quotes from her, “The right story, told at the right time, can do what facts and data cannot: create connection and inspire action.” “When you tell a story, you’re not just transferring information. You’re creating meaning.” That’s true in journalism, and it’s true for the events industry. Stories help people understand information and make it memorable. Connection is everything.
MADDY: What was the biggest mindset shift you had to make when moving from reporting the news to driving business development?
JOHN: While I’ve always appreciated the importance of sales, my perspective has evolved dramatically. I’ve learned that sales isn’t really about selling gutters to someone who doesn’t need gutters – it’s about building relationships and partnerships to provide solutions, innovate new ideas and generate a positive outcome. I truly enjoy talking with potential clients and getting that magic feeling when the ideas and outcomes start to align.
MADDY: What makes a piece of video content truly strategic in the context of a trade show?
JOHN: The most important thing a piece of video can do is capture the energy and feeling of a moment. It has to be memorable, and it has to create FOMO. Think about family videos and iPhone photos – the best ones are the ones that make you feel something or remember a moment. We all have that video and photo that makes us laugh or smile every time. Professionally, it’s a win if video creates an emotional connection to your brand.
MADDY: You’ve defined sales as trust-building and problem-solving. Can you share a moment when that approach made a real difference with a client or partner?
JOHN: I remember a recent call a week before a show when a client realized they were missing some content that wasn’t in our agreement, and we simply said, “We’re on it.” Because most of the CNTV team comes from a news background, we are built to problem-solve, especially under immediate pressure. We are happy to support clients with last-minute needs. I think for other clients, there’s an understandable hesitancy to make a big investment, especially in the first year. We are happy to “start small” in order to build trust, show value and plant the seeds for an on-going partnership.
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MADDY: What advice would you give someone new to business development in the events space, especially someone coming from outside the industry?
JOHN: I have found everyone in the trade show industry to be incredibly supportive and willing to share their expertise. When I first joined CNTV, I asked everyone I could for guidance – and I still do! One of the best pieces of advice I got very early on – Build relationships, learn the industry and understand your value proposition, the business will take care of itself. It was 100% accurate.
MADDY: You’ve described the trade show industry as innovative and future-facing. What’s one example of creative thinking you’ve seen recently that really impressed you?
JOHN: One of the things I love about trade shows is that they showcase the products and market trends before they show up anywhere else, especially with technology. You are truly getting to witness what the future holds. The creativity also impresses me, including a replica of a New York city park at ToyFair, made entirely of Legos, the interactive “Drill Yard” at FDIC or the massive activations at Coverings.
On the content side, we recently developed a “Reel Me” video studio that provides a sponsor-friendly career development area, especially when combined with a headshot lounge. Every year, we work with one of our clients to generate new ways to introduce their board during a general session. This year, we generated a video in which they each “morphed” into a future version of themselves.
MADDY: Why do you believe face-to-face events are more important than ever in the digital-first world?
JOHN: I didn’t work in the industry before COVID, but it clearly spurred a new appreciation for being able to meet face to face. In the end, trust and authenticity drive relationships and there is no better way to build it than in person. Products are also better experienced when they’re tangible. Digital technology is an incredible tool to optimize the face-to-face experience, not replace it. As more people use AI, they will also crave real human interaction. For me, there’s still no feeling like walking onto a busy show floor where the energy is palpable — seeing new products and connecting with new people.
MADDY: As “the rookie” in this industry, what’s next on your learning curve – and what are you most excited to explore in your role at CNTV?
JOHN: What excites me most is continuing to learn about all of the trade shows and related association partners that exist. I enjoy seeing how technology is helping to drive the industry, and how our content fits into that. I want to become more effective about developing models that not only provide valuable content, but also sponsorship and other revenue-generating opportunities. We are also innovating new services to help our clients manage and maximize their content and related metrics. One of the reasons I left my previous industry was that I didn’t see a growth-oriented future — just a fight to survive. In this “new” world, I see never-ending opportunity — for the trade show industry and CNTV’s role in supporting it.
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