CHICAGO — This month, Trade Show Executive (TSE) is highlighting its Women to Watch Class of 2024 — 10 women in the industry who have demonstrated innovation and significantly impacted their business in the last year.
TSE caught up with Nicole Cho, Director, Expo Marketing at PRINTING United Alliance to find out more about what she does to avoid burnout, grow her network and stay up to date on the trends.
MADDY: Can you tell us how you landed in the trade show industry? Was it a straight path here, or was it unexpected?
NICOLE: My path to the trade show industry was far from straight. I went to school to be a PE teacher, subbed, was a nanny, traded high yield bonds and stock at an investment firm, waitressed, was invited to attend Outdoor Retailer, begged them to hire me, and never looked back.
MADDY: What are some of the skills that have helped you move up in your organization, and how do you refine those skills?
NICOLE: My skills keep building as I progress in my career, which I’m sure helps me continue to move up; however, more than anything, I set goals for myself, and I work hard to obtain them. I take risks, I ask questions, and I am always pushing to be an employee I would want to hire.
MADDY: Thinking back on your career thus far, what is a standout moment that makes you proud of yourself?
NICOLE: Switching from Operations to Marketing years into my career; it was scary and overwhelming, but I did it and can’t imagine where I would be if I didn’t.
MADDY: What is your motivation to continue striving for excellence in your work?
NICOLE: My family and faith taught me to take pride in my accomplishments. We weren’t created to just slide by in life and do the bare minimum!
MADDY: How do you maintain a healthy work-life balance to avoid burnout? How do you encourage others to do the same?
NICOLE: I block time in my calendar to step away, get outside, and acknowledge when I’m not being my best self. We weren’t meant to sit in front of a computer for 9 hours straight — make your health a priority!
MADDY: How do you think women can support each other more in this industry? Or, in what ways do you think the trade show industry is evolving to better support women in leadership roles?
NICOLE: Be kind, have empathy, build each other up, advocate for others when they aren’t in the room, and celebrate each other’s success.
MADDY: What do you think the next big thing in the events space is going to be, whether it be related to technology, work models, experiences, etc.?
NICOLE: I think we are going to see more co-located events, and a lot more onsite experiences to attract attendees. AI advancements are a given; maybe holograms and robots as greeters, who knows?
MADDY: What advice would you give to other up-and-comers in this industry?
NICOLE: Take chances, mess up, learn from it, and work hard. Put in the time and effort and it will all pay off; you just have to be patient.
MADDY: What strategies have you found most effective for building a strong professional network within the trade show community?
NICOLE: Working for a big trade show company early in my career was a blessing in disguise. I met so many people in the industry from show organizers to vendors and still have those relationships today. Also, attending as many Expos and industry as possible — never stop networking.
MADDY: What role does mentorship play in your career development, and how can other women seek and cultivate these relationships?
NICOLE: It got me to where I am today. You have to put yourself out there and leave your ego at the door. Find someone you are in awe of, that you feel is doing it right, and just ask.
MADDY: How do you stay updated on industry trends and changes, and what resources do you recommend to your peers?
NICOLE: I follow several trade show organizers and marketing accounts on social, subscribe to industry newsletters, and try to attend webinars or watch the recordings whenever I have time.
MADDY: What is your vision for the future of women in the trade show industry, and what steps can be taken to foster greater inclusion and diversity?
NICOLE: My vision is more women in higher positions. And it’s coming. The generations before me are paving the way and empowering the next; it’s clear women need a seat at the table and we’re working to get the right ones there.
Check out more insights from Nicole Cho in Networking 101 with TSE: A YP’s Guide to Networking Success.
