{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Orthodontic Products Podcast","title":"A Trade Show Playbook for Orthodontists Launching Their Own Product","html":"","width":"100%","height":180,"duration":1902,"description":"GUESTS: Mark Ross and Michael Ventriello, co-founders of Personify Group.\n\nEPISODE DESCRIPTION: Trade shows can feel like a necessary evil—write the check, staff the booth, hope for the best. But what if the real return on that investment isn't happening on the show floor at all, but in the months before it opens and the weeks after it closes? In this episode, host Alison Werner sits down with Mark Ross and Michael Ventriello, co-founders of Personify Group, to unpack why trade shows should be treated as \"consideration engines\" rather than conversion machines.\n\nRoss and Ventriello dig into the psychology behind why doctors walk the show floor on the defensive, what actually makes someone stop at one booth and walk past another, and how orthodontists bringing their own product to market—or small to medium-sized companies planning their next show—can improve their return starting right now. They also discuss Personify's newly launched trade show ROI guide and interactive ROI calculator.\n\nKEY TAKEAWAYS FROM THE EPISODE:\n• Trade shows work best as \"consideration engines\" that open doors—not as immediate sales drivers, so success should be measured well beyond booth-side transactions.\n• Attendees walk the floor in a defensive mindset by instinct; pre-show marketing (email, social, PR) helps soften that instinct before they ever reach your booth.\n• A credible, benefit-based brand story and a clear unique selling proposition must be established before investing in booth space—not figured out on the show floor.\n• Orthodontist-inventors and startups can exhibit smarter by sharing table space in innovation kiosks and recruiting an everyday happy user as a grassroots KOL.\n• Sales and marketing must align on messaging, goals, and follow-up before the show—the handoff from booth conversation to post-show nurturing is where conversion actually happens.\n\nCHAPTERS: \n03:50 Understanding Trade Shows as Consideration Engines\n06:30 Maximizing ROI at Trade Shows\n09:34 The Importance...","thumbnail_url":"https://img.transistorcdn.com/X7NlGtFJvqHBgyo4lxMYZd0wh7HWxd6v1dPEuUfTRFA/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9zaG93/LzQ0MjcwLzE2OTI2/NzUzNjYtYXJ0d29y/ay5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}