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Icons & Milestones: Jack Downing, Marc Goldberg, and Pat Friedlander

The Icons & Milestones Series by Mark Hebert

The following is part of the Icons & Milestones Series, which started in the Exhibit City News 30 Year Anniversary Book. This series looks at Icons and Milestones from across the tradeshow industry. As we give honor in our Icons & Milestones series, we celebrate their revolutionary approaches to all aspects of the tradeshow industry. Thank you to Bob McGlincy and Larry Kulchawick for their assistance with this section.

 

In this we look at Jack Downing, Marc Goldberg, and Pat Friedlander. For the full Icons & Milestones series, please click here.


Jack Downing

Innovator in Portable Display Systems

Jack Downing revolutionized the tradeshow industry with the invention of the Folding Panel portable display in 1959. This innovative design allowed exhibitors to easily set up and dismantle their displays, significantly reducing the logistical challenges and costs associated with traditional exhibits. The Folding Panel system was a breakthrough in the industry, offering a lightweight, modular solution that could be transported and assembled by a single person, making it ideal for small and medium-sized businesses.

Customizing Portable Display Solutions

Downing’s work laid the foundation for the development of a range of portable display solutions. While not involved in custom exhibits as they are defined today, he led the way in customizing portable solutions for his customers, tailoring designs to meet the unique needs of each client. His innovative approach set new standards for functionality and personalization in the portable display market.

Legacy and Impact

Downing’s contributions extended beyond the Folding Panel display. The company he founded, Downing Displays, became the first portable exhibit company in the U.S., pioneering an industry that emphasized convenience, versatility, and quality. Today, Downing Displays has evolved into a full-service custom exhibit house, but its roots in portable display solutions remain a testament to Jack Downing’s lasting influence.


Marc Goldberg

Expert in Tradeshow Marketing and Performance Measurement

Marc Goldberg is a highly respected figure in the tradeshow industry, known for his expertise in marketing and performance measurement. He founded Marketech 360, a company specializing in exhibitor staff training and measuring results at tradeshows and events. Goldberg’s work emphasizes the importance of using data-driven strategies to enhance the effectiveness of tradeshow participation, ensuring that exhibitors can maximize their return on investment and return on objectives.

Contributions to Education and Industry Standards

Goldberg has been a prominent educator and speaker at EXHIBITORLIVE and other industry events. He has authored several influential books, including “Strategic Trade Show Success,” which provides comprehensive strategies for achieving success in the tradeshow environment. His teachings cover a wide range of topics, from pre-show planning to post-show follow-up, and include practical advice on engaging attendees and converting leads. Goldberg and his wife, Mim Goldberg, have been honored with the EXHIBITOR Legends Lifetime Achievement Award for their significant contributions to the industry.

Legacy and Impact

Goldberg’s emphasis on professional development and his innovative approach to tradeshow marketing have set new standards in the industry. His methodologies have helped countless companies improve their tradeshow performance, making Marketech 360 a trusted partner for many organizations. The company’s focus on training, measurement, and continuous improvement reflects Goldberg’s commitment to excellence and his lasting impact on the field.


Pat Friedlander

A Voice for Innovation and Inclusion in Exhibits

Pat Friedlander, owner of Word-Up! and long-time contributor to Exhibit City News, has spent over 25 years shaping the tradeshow industry. Known for her expertise in tradeshow and convention strategy with a focus on the healthcare market, Friedlander has championed a more dynamic and versatile approach to marketing and exhibit services.

Trailblazing in Exhibit Design and Marketing

Friedlander’s career includes roles in educational publishing and marketing before she became Director of Marketing at Exhibitgroup/Giltspur, where she developed exhibit strategies for Fortune 500 clients, especially in the healthcare industry. In 1998, she founded Word-Up!, a consultancy specializing in strategic tradeshow issues, allowing her to continue her work in exhibit and convention strategy for clients nationwide.

Championing Innovation in Exhibits

As a writer, Friedlander has shared her insights on evolving exhibit standards, including her experiences with modular systems and design trends in the industry. She has been an advocate for rethinking traditional exhibit approaches and has contributed articles and guest posts on these topics for Exhibit City News and other industry publications.

Recognition and Legacy

Friedlander’s contributions to the industry were honored in 2015 when she received the EDPA Hazel Hays Award, celebrating her dedication to advancing the exhibit field. Known for her candid insights and dedication to her work, Friedlander remains an influential voice in tradeshow marketing and design.

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