Who is OSCAR?
Who is OSCAR?
OSCAR helps B2B marketing teams get more commercial value from trade shows by connecting strategy, people and measurement.
OSCAR started with a fairly simple obsession... why does one trade show perform brilliantly while another, with a similar budget and opportunity, doesn’t?
I’d already spent years around the business of trade shows. My dad is a stand builder, so exhibitions have been part of my world for a verrry long time.
But I became increasingly interested in what happened beyond the stand itself. The strategy that influenced how teams behaved once the doors opened, how to unlock more value from the significant investment each business was making, and what tangible results they could actually use beyond each exhibition.
After enough exhibitions, the same patterns kept appearing. OSCAR grew from those patterns.
Today, OSCAR gives B2B marketing teams a structured way to make better exhibition decisions, understand what their exhibitions are actually delivering and use the learning to improve the next one.
Why the name OSCAR?
OSCAR stands for Objective → Strategy → Creative → Action → Results
It’s the framework we use to connect the decisions made before an exhibition with what happens on the floor and what the business learns afterwards.
Because when those pieces work together, exhibitions stop being a collection of separate tasks and start behaving much more like a commercial channel.
The OSCAR Difference
Most businesses don’t need more activity around their trade shows. They need the activity they already have to work together more effectively.
Whole-event thinking
We look at strategy, stand, team, measurement and follow-up as one connected system rather than separate jobs.
Commercial focus
The conversation starts with what the business needs the exhibition to achieve, not what should go on the stand.
Independent perspective
Sometimes the hardest opportunities to see are the ones sitting inside your own planning process. OSCAR gives you an outside view to pressure-test the thinking.
Learning that compounds
Every exhibition should leave the business smarter. The aim is to understand what worked, what influenced the result and what should change next.
OSCAR exists to help B2B marketing teams improve exhibition performance by connecting strategy, people and measurement.
Meet Jess, founder of OSCAR
I’ve spent 14 years in the trade show industry, although technically it started much earlier than that. My dad is a stand builder, so I grew up around the business of exhibitions.
Over time, I became much more interested in why one exhibition worked and another didn’t than simply whether the stand looked good. I wanted to understand the strategy that influenced what happened once the doors opened, how businesses could get more value from the investment they were making, and what useful information they could carry forward afterwards.
I spent time overseas learning from markets where exhibition performance is more mature, then worked out what could genuinely translate to Australian B2B teams. Those patterns eventually became OSCAR.
I’m still a little obsessive about improvement. I like finding the small gaps that are easy to miss internally and turning them into something useful.
You don’t need to become a trade show strategist. You can just borrow one when you need one.
You don’t need to become a trade show strategist...
You can just borrow one.
Let’s have a chat about where you’re at and where an outside perspective could make the biggest difference.