Special people are like stars in our life story – they don’t just light up our darkest moments, they help us find our own way to shine.
After decades of lighting up the events industry with her brilliance, our beloved Jean Howard is embarking on her well-earned retirement. Jean isn’t just a colleague – she’s a pioneer, a mentor, and a treasured friend who has shaped TPG Trade Show + Event Marketing and our entire industry with her remarkable spirit. Those fortunate enough to know Jean have experienced her rare gift of combining razor-sharp professionalism with an infectious wit that could brighten even the most challenging days. Her deep industry wisdom, paired with that signature mischievous twinkle in her eye, made every interaction with her both enlightening and delightful.
Watching Jean work was like witnessing magic unfold. She had an almost supernatural ability to transform client challenges into opportunities, consistently delivering creative solutions that left everyone in awe. Her masterful handling of client relationships set the gold standard for our industry – she didn’t just meet expectations, she redefined them.
Jean at a Barco Customer Networking Event
As we celebrate Jean’s incredible journey, we wanted to share some lesser-known stories about this remarkable woman and her lasting impact on our industry. We recently sat down with Jean for a farewell conversation, where she shared some of her most precious insights and memories.
When did you first enter the trade show industry, and what initially drew you to this field?
When I moved to Chicago, I soon learned what a huge convention town it was. A lot of the women leaders in the agency-side of this field started as I did as tradeshow models and presenters. (Brand Ambassadors didn’t even exist yet). I spent a lot of my time asking questions and learning business strategies from my client executives. It was an amazing opportunity.
When did you start working with TPG as Director of Business Development?
In 2014, the founder of TPG, Jan Valo Kovaleski, invited me to join her company as Director of Business Development. Her daughter, Christina Piedlow, had been heavily involved in the company. When Jan retired, Christina took her place at the helm and has been guiding the company ever since.
What was the professional landscape like for women in the events and trade show industry when you first started?
Early on, most of the women clients I worked with were in trade show logistics. The directors and executives were mostly men. Now, women are in Global Senior VP positions, and they are rocking it! I feel privileged to have worked with so many.
How have trade shows and industry events changed since you began your career?
From the role women play in the industry to technology, there are major differences. One of the most significant developments is the recognition that trade shows and face-to-face events are not isolated endeavors in sales and marketing. They are a powerful component of the full revenue-generating portfolio and need to be treated as so. It’s still a struggle for many companies to integrate trade show and event programs into their highest-level business strategies, with clear goals, metrics, and follow-up coordinated within both sales and marketing departments, but I see a definite improvement.
Of course, the technology has been developing at lightning speed, and you can experience the digital-display-difference in stunning LED banners and interactives at most major trade shows. AI is here to stay and will continue to be a game changer. Of course, when you’re in the industry for a while you see trends come and go and then come back again! Gamification is like that. It just gets more sophisticated.
There is one primary element that has not changed. Trade shows and face-to-face events are still powerful opportunities to communicate at levels unmatched by other formats. Exhibitors and attendees bring everything to the table: their intellect, emotions, personalities, and their physical beings! Because it is the ultimate commitment to connecting – no office, family, emails, multi-tasking, etc. to distract, it is golden! Embracing the unique nature of face-to-face should drive your strategy for optimizing that opportunity. The discoveries of how we humans relate to other each other and also to technology have been the excitement and foundation of my career.
Were there any mentors or influential figures who helped guide your professional path?
Yes, in a big way! To mentioned a few of many:
From the agency side, I began by shadowing Elaine Cohen, a true pioneer in the experiential marketing that we practice to this day.
Lanay Kitzing, originally from Kitzing Exhibits, became the mouthpiece for the concept of Integrated Marketing in the trade show industry and I heard, learned, and shared my enlightenment with my clients.
Jan Valo Kovaleski, the original co-founder of TPG, forged into a male-dominated industry fearlessly and created industry standards that all benefitted from – standards that her daughter, Christina Piedlow, continues to expand upon.
Some of the most important knowledge I’ve gleaned is from my marketing-savvy clients. Exploring, problem-solving, working weekly, just hanging out with these professionals, from global giants to start-ups, enriched every day and enabled me to help others.
I have blessed to have worked with brilliant creators: writers, videographers, creative directors, entertainers, designers, project managers, presenters, and brand ambassadors, who were experts at engaging with audiences and continued to hone new skills in the business world. They were the “enablers “of firsts, concepts born out of knowledge but consistently venturing into new territory. Those who have worked with me know that I am always pushing for fresh experiences with the greatest impact.
Our industry suffered its greatest hardship during the COVID pandemic. Tell us about how you assisted in navigating TPG through that challenge.
Again, we were fortunate to work with brave clients who had tremendous trust in TPG. Our powerful platform to connect face-to-face was turned upside down, yet we had to figure out how to move forward. Ying Khang, VP of Marketing at Barco, was the first to reach out to us to explore how to create a successful digital event, which ended up being a four-part series focusing on their different solution offerings. I leaned on my talented team to apply all that we knew about digital engagement, including remote attention span and interactivity. Then we approached it as if we were creating a television special with bold graphics, video, storyline, music, edutainment, and of course continuous interactivity. No longer did we have the luxury of having the audiences’ physical undivided attention. We had to earn it in a purely digital fashion.
It was a challenge that all faced, with every bit of it being a learning experience; yet once we were successful with Barco, I was able to offer proven solutions to all our clients. Those client leaders earned great respect from TPG, and I believe the feeling was mutual.
What advice would you give to young people entering the trade show and events industry today?
The same advice I give every young person I meet. Learn from every person you encounter. They have a whole different life of information to offer. If you ask the right questions and are an empathic listener, you can receive the gift of their experience. You become wiser with every engagement. Also, learn all you can about marketing, from classes, sessions, from the moves of market-leading companies. Empathetic listening is also at the core of good marketing.
Oh, and this is the job for you, if you:
• get bored easily
• thrive on uncertainty
• enjoy the instant gratification of experiencing projects completed right before your eyes
• have wanderlust
• are hooked on adrenaline
• get satisfaction from problem solving
• are an organization freak
• can talk to any stranger
• know how to live out of a suitcase
Beyond her accomplishments in the events industry, Jean’s diverse talents shine in multiple areas. She has made her mark as a published author and poet, while also serving on several organizational boards, demonstrating the remarkable breadth of her expertise and interests.
What’s Next for Jean C. Howard?
After 10 years as TPG’s Director of Business Development, Jean is embarking on new ventures. She serves on the Dutch Social Club of Utah’s board, honoring her family’s post-WWII immigrant roots through cultural festivals. A published writer whose work has appeared in Harper’s Magazine and over 100 literary publications, she’s also a pioneer of the Slam Poetry movement. Her upcoming book “Dancing in Your Mother’s Skin” will be published by Tia Chucha Press. Jean now focuses on writing, consulting, and mentoring youth-at-risk.
So, yes, special people are like stars in our life story. The events world won’t be quite the same without Jean’s daily presence, but her legacy will continue to inspire us all. Her influence runs deep in our company’s DNA, and the countless lessons she’s taught us will guide generations of event professionals to come.
With gratitude, respect and wishing you all the best, Jean – have a great “retirement” and success in your new endeavors.
Your TPG Family!
