Erica Jutzin is the Director of Marketing for juvenile product brands, having worked with some of the largest names in the industry. Her experience spans retail products such as strollers and carriers to clothing and toys. With her finger on the pulse of the juvenile products space, she understands how to capture consumer interest both on the retail floor and the trade show floor.
We recently sat down with Erica, whom we’ve had the pleasure of working with, to gain a deeper understanding of her role and how she finds success in trade show marketing.
How long have you been in marketing, and what interested you most about it?
Erica: I’ve been marketing within the Juvenile Industry since 2007. What interests me the most about marketing is the communication with customers and the different influences that affect purchase behavior with end-consumers.
From a marketer’s perspective, how important are events and trade shows for you?
Erica: Very, very important. Within the juvenile industry, trade shows and events get you out in front of buyers on a frequent basis and allow you to reach more customers at once in an environment that showcases your brand in the best possible light.
Consumer-facing shows and events are equally important because they give us one-to-one conversations with the people who use our products daily. At these shows we receive feedback from end-consumers on how we can improve our products. I’ve also heard some really lovely stories from families using our products, which helps confirm we’re on the right track.
What is most important to you at these events?
Erica: At trade shows, it’s most important to showcase the brand in a memorable way and present what’s coming in the year ahead. Gaining retailer feedback on consumer experiences in their stores is invaluable. It helps us understand how products need to be shown in retail to make an impact.
With consumer-facing shows, it’s about understanding customers—hearing their stories, learning about their family situations, and gathering feedback on our products. These deeper conversations often spark ideas for how to improve.
How do you communicate your brand’s story with events?
Erica: From a brand standpoint, I always aim to provide a comfortable, educational, and positive environment at trade shows. Buyers should see something new, gain a better understanding of our existing products, and see the passion we have for creating them.
We spend significant time perfecting the environment, layout, walk-through plan, and booth placement to ensure our story comes through. Details that might get lost in retail or quick meetings become central to the trade show experience.
What is most important when working with an exhibit house?
Erica: Communication is everything. It’s critical that your exhibit house partner understands your brand and how you want to be represented. Over time, the relationship becomes invaluable. You need the freedom to give feedback, have open conversations about goals, and trust that your partner wants to help you achieve them.
I love it when exhibit house team members get so excited about your products that they buy them after the show. It shows how invested they are in the brand’s success beyond just securing a contract.
How has your experience with events and the trade show industry changed over time?
Erica: Trade shows are getting bigger, especially internationally. Early in my career, the brands I worked with had smaller booths. More recently, I’ve had the opportunity to manage very large exhibits. Seeing the rendering on paper, then watching it built piece by piece into a complete environment, is one of the most exciting parts of the job.
What are your greatest challenges at events?
Erica: Competition. There are multiple shows each year, with new ones constantly popping up. It’s not possible to be everywhere. So the greatest challenge is deciding which shows put you in front of the most relevant audiences.
The decision often comes down to budget, ROI, timing of product launches, media attention, and which shows will create the most awareness.
What advice would you give to other marketers about trade show strategy?
Erica: Choosing the right exhibit house partner can make a huge difference. Work with someone who understands you, lives and breathes your brand, and communicates your vision to their team. That ensures your booth succeeds.
They must stay true to your brand identity. When that happens, you know you can trust them to deliver. They’ll bring you solutions that help move your brand forward.
Erica’s career shows how thoughtful trade show strategy builds stronger customer relationships, brand visibility, and ROI. To connect with her, follow Erica Jutzin on LinkedIn.
