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ShowGo Software Offers Simple Yet Powerful Trade Show Management Tool

Mark Travers (EIA) spoke with Shane Eckel, President of Seattle Software Corporation, at the EXHIBITORLIVE show in Las Vegas.


EIA: Your company created the software product, ShowGo. Tell us about it.


Eckel: ShowGo manages everything surrounding a tradeshow – budget, expenses, return on objectives and all the logistics. We use our technology to make tradeshow management a simpler process.


How so?


For instance, ShowGo allows the user to duplicate a show – in a smart way – from one year to the next. It adjusts all the dates and even creates a budget for next year’s show based on last year’s actual expenses. The user can easily bump the budget up in increments, say 8%, 9%, 10% -- or bump it down. ShowGo cuts down on redundancy and makes the whole tradeshow management process a lot easier.


Who are some of your clients? And who would be the typical client?


Honeywell, GE, Bayer Healthcare and Olympus are among our Fortune 500 and 100 clients. The typical client is the corporate exhibitor that does several shows. The average client does about 45 shows per year.


So take us through your system. Tell us more about the problems it solves.


ShowGo is modeled after Microsoft Outlook, so it’s simply designed and has a comfortable user interface that people are already familiar with. ShowGo captures everything from an event into one single form, so you just double click on the calendar and up pops the event form. There are 8 different modules in the event form – event information, scheduling, marketing, financials and so on. It’s one location for everything.


What are the consequences of not having ShowGo?


If you don’t have a product like this, if you don’t have ShowGo, you’re probably using Excel for your budget, and Word documents and email to send out itineraries to sales people going to the show. ShowGo is hosted in the cloud and puts all the details in one location, so it’s really easy to communicate all the information to the stakeholders who need to know.


Who would the stakeholders be in this case?


Stakeholders would include management, so they can know the budget numbers for the year, the sales reps – the people going to the shows – so they can know what inventory is being shipped, when it’s supposed to arrive, what times the install and break-down hours are, what times are scheduled for booth duty, and so on. Stakeholders include anyone who’s involved in tradeshow execution, whether it’s in the planning stage or being at the show itself.


Are there other providers of software like this?


Including us, there are only three in the country. We’ve been around since 2000, so we have some longevity.


So then, what’s your differentiator? Why ShowGo?


There are great differences between ShowGo and the others in how we approach design and in the way the products are created. We really focus on simplicity and the elegant design of the software, itself. We purposely modeled ShowGo after Outlook so it’s simple to understand but it’s also really powerful. You want users to embrace a product like this, not be afraid of it. So design is really important.


Any new products?


We’re always adding enhancements to ShowGo. We added ShowGo Mobile two years ago – we were the first in the industry to do that. And this year, we have a new product called ShowGo Virtual Assistant, where we’ll take your exhibitor manual and enter it for you – and then it’s downloadable within 24 hours. No other product does that. We’re always innovating in that way.


Final words?


We’d love to show you a demo. Just go to



You can reach Shane Eckel, President of Seattle Software Corporation, at or 206.286.7677, ext.114. For more information, visit


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