PPB March 2018

John L i ndg r en J ohn Lindgren has found his niche. After 23 years with Issaquah, Washington-based apparel supplier SanMar, he is the undisputed brain behind the company’s sophisticated trade show strategy. SanMar, one of the largest exhibitors at The PPAI Expo, relies on Lindgren to concept, plan and execute the details so that customers who visit their space have a meaningful, memorable experience. Lindgren grew up in a northern suburb of Chicago and then moved to the Seattle area before high school. His original career aspiration was to become a shoe buyer for Seattle’s major department store, Frederick & Nelson. He worked his way up to the ladies’ shoe department, but in 1993, Frederick & Nelson closed its doors. His first job interview after that was with a promotional products company, but he didn’t get the job. As luck would have it, SanMar snatched him up as an inside customer service representative. Lindgren quickly advanced to managing the company’s two national showrooms. After traveling to his first industry trade show—The PPAI Expo in Dallas, in 1997—he was promoted to marketing manager and asked to lead SanMar’s trade show program. He was also tasked with creating, launching and managing the company website SanMar.com. What are your responsibilities as marketing manager? Over the years, I have had full exposure to our catalog production, photoshoots and special events. Our trade show program is currently my main responsibility as we exhibit at hundreds of trade shows and events throughout the year. I travel to approximately a dozen of our larger events where I ensure our booth and staff have everything they need to produce the best show possible. What part do trade shows play in SanMar’s overall marketing strategy? I’ve always said I’ve got the best job in the organization because I get to bring the finest products and our award-winning sales team directly to our customers. Trade shows are a critical vehicle for our customers Tricks Of The Trade Show SanMar Marketing Manager John Lindgren talks trade shows— from logistics to evaluating success. “I’ve always said I’ve got the best job in the organization because I get to bring the finest products and our award-winning sales teamdirectly to our customers.” —John Lindgren 76 | MARCH 2018 | CONNECT