Insights From The Experts: Mary Richter

At Jacoby Expo, we value the insight that leading experts in our industry have to offer. That’s why we are excited to announce a feature on our blog we are calling, Insight From The Experts. 

Our guests will be sharing their tips and secrets to success in the trade show world with you!

Mary Richter AmSpa









AMSpa Logo




Name: Mary Richter

Title: American Med Spa Association (AmSpa), Event Manager

Company: American Med Spa Association

Mary manages events for AmSpa including multiple smaller meetings and newly launched Medical Spa Show (a national tradeshow) for the medical spa market. She has previously worked as an Event Manager for the American Osteopathic Association and a Show Manager for Allured Business Media. She is a certified meeting professional and a member of MPI – Chicago Area Chapter. She volunteers on the MPI holiday committee, a self-proclaimed Francophile and loves to tap dance.

What is the one thing you make sure to do at every show?

Say thank you to everyone: your attendees, your exhibitors, your vendors, and even your staff. It takes support from everyone to create a successful event. Always try to write thank you notes (and always fill out the surveys!)

How do you define or track the success of your show?

We like to track by reviewing post-event surveys from both attendees and exhibitors, reviewing re-sign percentages and also looking at our social media feedback (with a grain of salt).

How do you continually improve your show year after year?

Every year, you see something that can be improved upon, whether that be leading up to the show like the registration or sales process, during the show – like updating or improving upon signage placement or content or even after the show like following up with exhibitors or attendees who wanted to communicate their experience (whether positive or negative). Fine tuning year after year is critical as is processing and analyzing attendee and exhibitor feedback. I also like to stay up to date with meeting and expo trends whether attending industry events or finding inspiration outside of the industry such as following social media accounts or traveling and enjoying experiences first hand to find solutions or creative ways to enhance the show. Curiosity is a powerful tool.

What is the most valuable lesson you’ve learned?

Don’t be afraid to ask for what you want. The worst they can say is no.

What does the future of trade shows look like to you?

I think face to face meetings are invaluable. That being said, I do think they will change over time and attendees will want a more customized experience to fit their needs. As long as we continue to provide a place for people connect with one another, find solutions to better their business and opportunities to enhance their bottom line, the tradeshow model will thrive (even if it may look a little different in the future).