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IMEX launches IMEX Masterclass series to help exhibitors maximize business value

Merging the expertise of IMEX’s senior sales and support teams with leading industry voices

Sep 30, 2026

A new pre-show program combines the expertise of IMEX’s senior sales and support teams with leading industry voices to help exhibitors attract more buyers, more effectively use the tools available and drive better, long-term business outcomes.

The IMEX Masterclass series, a three-part expert-led program, has been designed in response to exhibitor feedback to help maximise their investment in IMEX trade shows (and others), including next month’s IMEX America, and achieve stronger results before, during and after each event.

The series combines bite-size practical guidance from members of the IMEX team with insights from respected experts in communication, sales, experience design and sustainability.

Sharing their professional advice are Mark Hunter, aka “The Sales Hunter”; communication expert Tracey Hirsch; experience design specialist Andrew Lacanienta; business strategist Meridith Eilliott Powell; and David Allison, a recognised authority in behavioural science.

From building visibility within the IMEX online platform and attracting the most relevant buyers, to creating memorable booth experiences and converting conversations into long-term business relationships, the series focuses on the skills and strategies that make the biggest difference to success.

Carina Bauer, CEO of the IMEX Group, says: “Exhibiting is a significant investment of time, budget and resources, so it’s understandable that exhibitors want to achieve the strongest possible return. Over many years, we’ve seen the exhibitors who gain the most value are those who understand how to leverage their trade show attendance to the max. That means making the most of our tools and systems, together with the advice of our friendly, highly experienced teams.”

“The new IMEX Masterclass series is our way of sharing the knowledge, insights and best practices we’ve developed over 25 years. We want to help exhibitors approach the show with greater confidence, stand out in meaningful ways and ultimately achieve better business results that they can prove. With so many professionals having joined the industry in recent years, the series also reflects our commitment to lead the way by supporting exhibitors and exhibiting partners at every stage of their journey, helping them thrive and achieve long-term success.”

Support for exhibitors at every level

The program is structured across three progressive levels, giving both new and seasoned exhibiting teams the knowledge and tools to make the most of every opportunity:

Level 1 shares the essentials, helping exhibitors understand how IMEX’s buyer-led meetings model works, how to optimise their online profile and prepare for the practicalities of exhibiting.

Level 2 expands into broader communication and sales capabilities with established industry experts covering areas such as pre-show outreach, relationship building, sales conversations and lead conversion. While the lessons have value beyond IMEX, exhibitors can immediately apply the learnings to their show participation in October.

Level 3 offers advanced learning focused on experience design and sustainability. A renowned specialist explores how exhibitors can connect with attendees in a way that’s engaging, accessible and memorable, delivering measurable business value through their participation.

The series forms part of IMEX’s ongoing commitment to supporting exhibitors throughout the year. Alongside practical IMEX guidance, exhibitors will gain access to expert-led learning on topics that can strengthen their performance and competitive advantage across their wider sales and marketing activities all year-round.

The new IMEX Masterclass series is self-serve and available to exhibitors through their IMEX account. Learn more about IMEX here.