The three masterclasses are built for exhibitors of all levels – covering the basics for new exhibitors as well as communications, sales and lead conversion insights for more experienced exhibitors and higher-level experience design, sustainability and buyer engagement tips for long-time exhibitors.
Those contributing their knowledge to the series include IMEX staff and experts in sales, communications, experience design, business strategy and behavioural science.
“Exhibiting is a significant investment of time, budget and resources, so it’s understandable that exhibitors want to achieve the strongest possible return,” said IMEX CEO, Carina Bauer.
“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,” said Bauer.
The release of the IMEX Masterclasses come just ahead of the organisation’s largest trade show, IMEX America, which takes place in Las Vegas from October 13 to 15.
In the first half of August, IMEX said registrations for the North American event were tracking higher than the same time last year.
WithIMEX America 2025 being the largest iteration of the show to date, 2026 could become another record-breaking year.
Both Australia and New Zealand will have country pavilions at IMEX America, with local industry invited to join each country’s presence.
