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 Richard Swandby, Dave Walens, Clark Williams, and Theodore “Ted” Zeigler. For the full Icons & Milestones series, please click here.
Richard Swandby
Pioneer of Exhibition Research and Measurement
Richard Swandby is widely recognized as a foundational figure in the exhibition industry, known for establishing Exhibit Surveys, Inc. in 1963. This company was among the first to specialize in data-driven research and measurement for tradeshows and exhibitions. Swandby’s work was crucial in introducing standard performance metrics such as net buying influences, audience interest factors, traffic density, exhibit efficiency, and cost-per-visitor reached. These metrics provided exhibitors and organizers with essential tools to assess the effectiveness of their tradeshow participation and strategies.
Innovations in Tradeshow Measurement
Swandby’s introduction of systematic research methodologies marked a significant advancement in how the industry evaluated tradeshow success. Before his innovations, there were few standardized methods for measuring the impact of exhibitions, making it challenging for businesses to quantify their returns on investment. His work, particularly in the fields of computer, medical, and engineering shows, helped companies make data-driven decisions, thereby optimizing their exhibition strategies and improving the industry’s overall effectiveness.
Legacy and Impact
Richard Swandby’s contributions have left an indelible mark on the exhibition industry. He was the first inductee into the Exhibitor Magazine Legends Hall of Fame, an acknowledgment of his pioneering role in the field. The principles and methodologies he developed continue to be integral to exhibition research and measurement, influencing how events are evaluated worldwide. Exhibit Surveys, Inc., now part of Freeman, remains a leading provider of research and consulting services, demonstrating the enduring relevance of Swandby’s innovations.
Dave Walens
Innovating Exhibit and Experiential Services
Dave Walens has been a transformative figure in the tradeshow and experiential marketing industries. As the founder and CEO of Exploring, Inc., established in 1999, Walens pioneered the concept of bundling different exhibit and experiential service companies under one umbrella. This innovative approach provided clients with a comprehensive suite of services, streamlining the process of creating immersive environments and experiences.
Launching Exploring Digital
In response to the growing importance of digital experiences, Walens expanded into the digital realm with the launch of Exploring Digital. This division focuses on developing cutting-edge VR, AR, and mixed reality applications, further pushing the boundaries of experiential marketing. Under Walens’ leadership, Exploring, Inc. has been at the forefront of integrating technology with physical exhibits, offering unique and engaging experiences for a wide range of industries.
Legacy and Impact
Walens’ work has significantly influenced how exhibits and events are designed and executed, setting new standards in the industry. His company’s innovative solutions continue to be a benchmark for excellence in exhibit design and experiential services.
Clark Williams
Pioneering Tradeshow Registration and Lead Management
The tradeshow industry is filled with innovators who have reshaped the landscape with their vision and determination. Clark Williams is a true pioneer in both event registration and lead management.
Founding Compusystems: A Game Changer
In 1976, Clark Williams founded Compusystems, the first company dedicated to event registration and lead management. This revolutionary step transformed how tradeshows were organized and managed. With Compusystems, Williams introduced a number of groundbreaking firsts in tradeshow registration, data analytics, and lead retrieval systems. His innovations helped streamline processes, making it easier for exhibitors and attendees to connect and engage.
Transforming the Industry
Under Williams’s leadership, Compusystems has served approximately one-third of the industry’s top 100 shows. The company’s advancements in data analytics and lead retrieval have provided invaluable insights, allowing exhibitors to better understand and target their audiences. This data-driven approach has become a cornerstone of successful tradeshow planning and execution.
Legacy and Impact
Williams’s contributions extend beyond the technical innovations he introduced. By establishing Compusystems, he set a standard for excellence and reliability in the tradeshow industry. His work has laid the foundation for the modern tradeshow experience, emphasizing the importance of data and technology in creating impactful events.
Theodore “Ted” Zeigler
Revolutionizing Tradeshow Displays
Theodore “Ted” Zeigler is celebrated for his groundbreaking work in the tradeshow industry, particularly through his invention of the Instand self-locking pop-up display in 1975. Zeigler, inspired by the geodesic dome designs of R. Buckminster Fuller, developed the Instand display to offer a lightweight, portable, and easy-to-assemble solution for exhibitors. This innovation allowed businesses of all sizes to participate in tradeshows without the need for complex and costly setup procedures, thus democratizing the tradeshow space.
Pioneering Portable Exhibits
The Instand system combined an aluminum frame with custom-printed graphics, providing a professional and polished presentation that could be assembled in minutes without tools. This system not only reduced the logistical burden on exhibitors but also eliminated the need for union labor, a significant cost-saving advantage. The design’s versatility allowed it to be adapted for various configurations, making it suitable for different booth sizes and layouts.
Legacy and Continued Innovation
Zeigler’s contributions did not stop with the Instand display. He founded Nomadic Display, which grew to become a leader in portable and modular exhibit solutions. The company introduced a “No Questions Asked” Lifetime Warranty, a testament to the durability and quality of its products. Zeigler’s work earned him the Hazel Hays Award, the highest honor from the Exhibit Designers & Producers Association (EDPA), and his inventions continue to set the standard in the industry.
