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by Madison Frye on September 29, 2025
The exhibit floor at Sea-Air-Space is always buzzing with energy. Thousands of attendees stream through the aisles, weaving between booths that showcase the latest in marine, aerospace, and defense technology. Behind the scenes of this massive operation is a team that ensures every exhibitor is positioned for success, every square foot of floor space is optimized, and every detail has been carefully considered. At the center of it all is Jenny Bogue, Vice President of Event Services at NTP Events.
Content provided by Madison Frye, Content Marketing Associate at Map Your Show.
With 30 years in the industry, 26 of which were spent at NTP Events, Jenny Bogue has witnessed firsthand how booth sales strategies, exhibitor expectations, and event technology have evolved. Her leadership and innovative approach recently earned NTP recognition as a Map Your Show Power User Award Winner for booth sales. 
Jenny’s path into event management was an unexpected one. “I sort of fell into this industry during a summer job search in college, and when I graduated, that company offered me a permanent position,” she explained. This turned into a lifelong career. While she’s managed countless details over hundreds of shows, what keeps her motivated is the same today as it was at the start. “I love seeing all of the effort and collaboration throughout the show cycle culminate in a tremendous experience for everyone involved when we are finally on show site. I’m lucky to have the opportunity to work with some truly amazing people. They keep me coming back for more.”
A Targeted Approach to Booth Sales
NTP Events manages shows across industries, but their approach to booth sales has remained consistent: focus on balance, growth, and service. “We take a targeted approach that focuses on developing new markets and revenue streams while providing service and excellence to existing customers.”
For Jenny and her team, the ultimate goal isn’t just about filling the floor plan. Instead, it’s about setting sales goals that match the specific needs of each event. “Sales goals really have to make sense for the show. If an event’s floor density trends lower, we may actually recommend capping the NSF goal to keep the show balanced and ensure the perception of the event is where it needs to be. At the same time, if the market shows strong potential and growth makes sense, we’ll push the team to expand as much as possible. The key is setting goals that are aggressive but achievable. We want to challenge the team while still being realistic.”
This balanced approach has helped NTP guide clients through both stable and shifting markets. For instance, when industries face economic uncertainty, exhibitors may hesitate to commit to large booths. In those cases, keeping the show floor dynamic and appealing becomes more important than simply chasing square footage. On the flip side, when markets are booming, expansion and growth strategies ensure that the show continues to evolve and meet rising demand.
Pricing is another area where the NTP team has noticed significant changes. “We have seen an interest in variable pricing models, where more desirable locations on the floor, such as high-traffic main aisles or booth space near key attendee drivers, are priced differently than standard areas. Exhibitors understand the value of visibility and are willing to invest more when the placement aligns with their goals. We also account for economic factors, changes in marketing budgets, and industry benchmarks to make sure our pricing is competitive, while still reflecting the value of the event.”
These nuanced strategies demonstrate how booth sales today require more than just logistics. They demand a deep understanding of both exhibitor behavior and attendee flow.
Technology Meets Personal Connection
Technology plays a key role in how NTP achieves these goals, and for Jenny, Map Your Show has become an essential partner. “Overall, the user-friendly framework of MYS is a key feature for us. We depend on having flexibility in certain cases that fall outside the norm of our processes and procedures. MYS provides that, and their excellent service team pays attention to our needs and considers requests for future versions. That partnership and responsiveness are extremely beneficial.”
This flexibility makes it easier for Jenny’s team to adapt to unique exhibitor needs, whether that’s customizing the booth selection process or managing special cases that fall outside of typical procedures.
She recalled one instance that highlighted the value of MYS’ support: “Having a MYS team member in our on-site sales office during the space selection process has certainly smoothed out the wrinkles that sometimes pop up unexpectedly. Their expertise has kept us working as an efficient machine, minimizing time spent by exhibitors and making it easy for them to secure exhibit space.”
Yet despite the efficiencies that technology provides, Jenny is clear about where the process begins. “We make it a point to have our sales team in direct contact with our exhibitor prospects. It is always the first step in our sales process.” That personal connection, the phone call, the handshake, the conversation, is what turns a transaction into a partnership.
Maximizing Exhibitor ROI
Managing exhibitor relationships requires both strategy and care. Jenny explained that while long-term exhibitors and those with larger investments receive priority during booth selection, NTP ensures every company gets attention. “All of our exhibitors and prospects receive one-on-one interaction and top-notch service.”
She also encourages exhibitors to take an active role in their own success. “Engage! Try taking a layered approach to boost your visibility and attract your target attendees. The more you build up your presence through enhanced listings, sponsorships, direct marketing, and well-trained on-site staff, the better your return will be.”
This layered approach goes beyond simply showing up with a booth. It’s about building visibility before, during, and after the show. By combining sponsorships with marketing campaigns and staff engagement, exhibitors can create a cohesive strategy that maximizes ROI.
NTP has also streamlined the onboarding process, using digital tools to save time and improve accuracy. “We love that our exhibitors can sign their exhibit-space contracts digitally, checking out at a kiosk while on site or through a personalized email link later in the sales cycle. The personalization and digital capture make it easier for exhibitors and NTP Events alike.”
Looking Ahead
NTP Events believes booth sales strategies will only continue to evolve as data and personalization take center stage. “We think strategies will become even more data-driven, with analytics playing a bigger role in how we target prospects and identify growth areas. Exhibitors will continue to expect a more personalized experience, from the way they select space to the opportunities available to boost their visibility. At the same time, relationships will remain at the core. No matter how much technology evolves, the personal connections we build with exhibitors will always be the foundation of successful booth sales.”
Looking forward, NTP is watching everything from AI to shifts in exhibitor expectations. “We track and use emerging trends, industry best practices, cutting-edge technology, quantitative data, and analytics to improve and optimize ROI.”
Why Jenny Stands Out
Jenny’s insights reveal why NTP Events was recognized as Map Your Show's Power User Award winner for booth sales. NTP’s philosophy blends the best of both worlds: innovation and tradition. They embrace technology while maintaining the personal touch, and push for growth while ensuring the exhibitor experience never suffers.
At a show like Sea-Air-Space, these strategies are critical. With thousands of attendees and hundreds of exhibitors, every detail matters. The NTP Events team’s ability to manage booth sales strategically, leverage technology effectively, and put relationships at the forefront is what drives the event’s success year after year.
For Jenny, it all comes back to people. Whether it’s exhibitors, attendees, or her colleagues at NTP, the relationships she has built are the reason she continues to thrive in this industry after 30 years. And as events continue to evolve, that commitment to service and connection will remain her guiding principle.
About NTP Events:
NTP Events (NTP) is a full-service event management and production company specializing in trade shows, conferences, and corporate events. For over 45 years, NTP has leveraged a legacy of success in sales, marketing, and event management to provide experiences that build communities and create powerful connections throughout the world. With a team of dedicated professionals, NTP has a proven track record of delivering successful, engaging, and seamless events for clients across various industries. NTPEvents.com
About Map Your Show:
Map Your Show is your trade show operating system. For 20 years, our technology has been trusted by the world's leading trade show and event organizers. MYS offers the technology solutions you need to power your event: building an expo floor plan, helping exhibitors stay on top of their deadlines, navigating attendees through the event with a mobile app, and driving booth and advertising sales.
Now, with AI-powered technologies like Sales Accelerator and MYS Insights, organizers and exhibitors can drive more revenue from an event. Sales Accelerator helps exhibitors prioritize leads, find more contacts, and create personalized follow-up messages to drive more sales from an event. MYS Insights drives real-time analytics to track event revenue, find at-risk exhibitors, and benchmark the success of an event.
Our technology powers trade shows and conferences so that organizers can focus on what matters most: delivering a successful event. Learn more at mapyourshow.com.
