Brady Lutsko Consulting provides marketing strategy and trade show management services. They specialize in association and trade show marketing, with over 20 years of experience. Their services include developing marketing campaigns, project management, copywriting, and full-service print and digital campaigns. Brady has experience working with various trade associations and shows. Case studies demonstrate their success in increasing attendance and exhibitors for clients' conferences through targeted marketing and identifying new exhibitor prospects. Clients praise Brady's skills, flexibility, and positive attitude.

1. Marketing Communications & Trade Show Strategy

2. Overview
Everything from writing press releases and newsletter articles,
to developing and implementing marketing campaigns
that attract thousands of attendees and hundreds of exhibitors
to a conference or trade show.
• Solo consultancy serving clients across the U.S. since 2005
• More than 20 years of agency, corporate, and association experience
• Specializing in association and trade show marketing
• Strategy, project management, traditional and digital marketing
• Single copywriting projects to full-service print and online campaigns

3. About Brady
Brady Lutsko, principal and founder of Brady
Lutsko Consulting, LLC, has more than 20 years
of experience as a marketing communication
strategist, exhibitor, and event manager. His
unique skill set comes from a variety of agency
and corporate marketing positions, as well as
management positions with two leading
producers of trade shows.
[full bio ...]

4. Experience
From growth-stage technology companies to state and national trade associations, users'
groups, and vertically-focused trade shows—including those serving the meetings industry
itself—here are just a few of the great brands and organizations that Brady has worked
with over his career:
• AIIM & On Demand Conference & Expo
Association for Information and Image Management
• Auto ID Center's EPC Symposium – "The World's First Electronic Product Code™ Event!"
• DMAI’s Destinations Showcase Conference & Expos
Destination Marketing Association International
• NPGA Southeastern Convention & International Propane Expo
National Propane Gas Association
• TSHA Annual Convention / Texas Speech-Language-Hearing Association
• GEOINT Symposium / U.S. Geospatial Intelligence Foundation
[additional experience …]

5. Membership & Conference Marketing
• Audience acquisition /
attendance promotion
• Copy writing / editing,
messaging, and theme
development
• Lead generation / data mining
• Market research / survey
development
• Media and association
partnerships (trade-outs)
• Brochures / direct mail
• Email campaigns, web content,
and social media
• Event programs and exhibitor
directories
• Exhibitor prospectuses
• Membership materials and
member communications
[additional capabilities …]

6. Trade Show Strategy / Management Assistance
• Buyer-seller strategy
• Expo hall / sales support
• Hosted buyer program development / management
• On-site assistance / show office management
• Program development and speaker recruitment
• Registration strategy
[additional details …]

7. Case Study: Annual Association Conference
The Challenge:
When the National Propane Gas Association (NPGA)—with a membership of approximately 2,800 companies
across all 50 U.S. states—sought outside help to market their annual Southeastern Convention & International
Propane Expo, as well as build excitement about the event's move to a new host city, they turned to the
expertise of Brady Lutsko Consulting.
The Solution:
BLC developed and executed a comprehensive marketing plan—around a “Propane Powering Growth” theme
developed by the organization’s convention committee—targeting both prospective attendees and exhibitors.
Attendee marketing included a revamped self-mailer brochure, a series of promotional email blasts,
corresponding social media messaging, and advertising in trade publications; as well as a printed show
program and exhibitor directory distributed on site. In addition, past registration and survey data was analyzed
to develop key messaging and demographic data for an exhibitor prospectus mailing.
The Results:
More than 4,100 individuals attended—breaking a record set 10 years prior. Attendance by propane marketers
grew by more than 35 percent, while supplier participation increased by 22 percent, and the size of the nearly
sold-out exhibit hall expanded by 11 percent to 71,100 net sq. ft. Looking ahead, NPGA can leverage these
successes to gain even more exhibitors and sponsorship revenues at next year’s event.

8. Case Study: Exhibitor Prospect List
With less than 90 days until show time, health data conference
​achieves double-digit surge in exhibit sales
New show management team given a late start, hires Brady Lutsko Consulting to identify exhibitor
​prospects—resulting in a 17 percent sales increase and more than 900 percent ROI
The Challenge:
When Courtesy Associates, a division of SmithBucklin and a recognized leader in conference & event planning,
was tasked with increasing exhibit sales for a new association client's annual expo—less than 90 days before
the start of the show—they turned to Brady Lutsko Consulting for help.
The Solution:
With no time to spare, BLC was able to quickly analyze past exhibitors, research competitive shows and related
trade association membership, then identify and build a list of more than 400 new exhibitor prospects. The
resulting list of up-to-date contact names, phone numbers, and email addresses allowed Courtesy’s internal
sales team to rapidly focus on direct outreach—without first being bogged down trying to identify potential
exhibiting organizations.
The Results:
Despite the narrow window of opportunity, Courtesy Associates was able to increase exhibit sales by more
than 17 percent. Most importantly, they generated sales revenue for the client that equaled nearly 10 times
that of the fee paid for BLC’ services–quite the return on investment!

9. Client Testimonials
“Not only does Brady bring outstanding technical skills and vision to each
project, but his capacity to remain flexible throughout is exceptional. His
ability to think and communicate clearly during high-stress situations is one
of his greatest assets. Brady is not just a consultant, he is a highly motivated,
intelligent, and creative colleague who brings his 'A' game to work every day
and his positive attitude is often contagious.”
-Kristen White, CMP, National Propane Gas Association
“Brady is an extremely talented, multifaceted marketing professional ... His
flexibility, attitude and dedication to the goals of the project make him a
pleasure to work with ... We credit his efforts with being instrumental in
achieving record-breaking attendance.”
-Sandi Talley, (formerly) Destination Marketing Association International

10. Additional Information
• Portfolio and writing samples:
LutskoConsulting.com/portfolio
• Expert advice from Brady’s Blog:
• Attendee & Exhibitor Surveys: 10 Things You Can Do Better
• Three Shortcomings of Constant Contact Email Marketing
• Three SEO Mistakes to Avoid When Updating Your Website
• Contact Brady at 240-BLUTSKO (258-8756)
or email Brady@LutskoConsulting.com
• /bradylutsko @LutskoB2B