30 Years in Trade Shows Taught Me One Thing:

 Great Booths Don't Generate Leads.

Great Teams Do.

I have managed trade show budgets, worked booths, designed exhibits, and trained teams for three decades.

The companies that win aren't always the ones with the biggest booths. They're the ones who prepare better.

Hi, I’m Heather.

Trade Show Strategist. Exhibit Consultant. Trainer. Published Author.


For more than 30 years, I have lived every side of the trade show world.


I've been the marketing leader responsible for ROI.


I've been the exhibit consultant helping companies build six-figure booths.


I've been the booth staffer standing on concrete floors for three days trying to turn conversations into customers.


And after helping companies spend millions on trade shows, I noticed something surprising:


The difference between success and failure was rarely the booth.


It was the preparation.


The training.


The follow-up.


And whether the team actually knew what to do when a prospect walked into the booth.


That's why I created Booth Boss Bootcamp.

Exhibit Consultant

Helped companies of every size - from startups to Fortune 500s - plan, design, and execute successful trade show programs.

Corporate Marketing Leader

Responsible for budgets, ROI, lead generation, and proving trade show value to leadership.

Booth Boss Bootcamp Founder

Created the first practical, on-demand training system designed specifically for busy marketing teams and booth staff.

FEAUTURED AUTHOR

Heather is a Published Author

Heather contributed Chapter 9, “AI in the Trade Show Arena,” to AI in the Field: The Builder’s Blueprint—a collaborative book featuring professionals who are putting artificial intelligence to work in real-world industries.


In her chapter, Heather explores how AI can support smarter trade show preparation, stronger conversations, and more effective post-show follow-up—without replacing the human connection that ultimately drives results.


"AI can make trade show teams more prepared and efficient—but people are still what make the booth successful.” ~ Heather Bundgaard

The difference between success and failure is rarely the booth.

It’s the strategy behind it.

I have seen companies spend six figures on beautiful exhibits and leave disappointed.


I have also seen smaller booths outperform competitors because their team knew exactly how to attract attention, start conversations, qualify prospects, and follow up.


Same show.


Same audience.


Completely different results.


Trade shows aren't won by square footage.


They're won by preparation.


That's the lesson millions of dollars and thousands of booth hours taught me.

"Nobody should have to learn trade shows the expensive way."
~ Heather Bundgaard


Why I Created Booth Boss Bootcamp

I got tired of watching smart people get thrown into trade shows without support.


Marketing managers.

Coordinators.

Sales reps.


People who didn't choose trade shows, the trade shows chose them.


Leadership expected results.

Vendors expected decisions.

Booth staff expected direction.


And somehow everyone was supposed to "figure it out."


After 30 years in the industry, I knew there had to be a better way.


So I built the training program I wish existed when I started.

Trade Shows Don't Have to Feel Like Chaos

"After taking Heather's course, Booth Boss Boot Camp, I can tell you that my ROI at the trade shows I attended quadrupled. This course has every advantage that I needed to be able to really get the most out of my trade shows. If you are somebody that goes to trade shows and you're looking for leads, you need to know what you don't know. This is the course for you."


Rhonda S.

LinkedIn Trainer

Owner

Modern Prospects

"Booth Boss Bootcamp is pure genius! It's packed with smart, practical strategies that transformed the way we exhibit at tradeshows." 

Julie S.

Haines on Main

I absolutely loved Booth Boss Bootcamp! The combination of practical insights and a fun, interactive platform made learning about tradeshow success enjoyable and effective.

Meet the Program Behind the Results

You've learned my story. Now see the training system that's helping exhibitors plan smarter, train better, and generate measurable trade show ROI.