IMEX, the international meetings industry trade show firm that organizes IMEX America and IMEX Frankfurt, has launched the IMEX Masterclass series, a three-part, expert-led program designed in response to exhibitor feedback to help maximize their investment in IMEX events. The online series is available to exhibitors through their IMEX account.
The series includes practical guidance from members of the IMEX team and insights from experts including Mark Hunter, a.k.a. “The Sales Hunter;” communication expert Tracey Hirsch; experience-design specialist Andrew Lacanienta; business strategist Meridith Eilliott Powell and behavioral science expert David Allison.
The experts offer best practices in building visibility within the IMEX online platform, attracting the most relevant buyers, creating memorable booth experiences and converting conversations into long-term business relationships.
The program is structured for three different levels of expertise. Level 1 introduces exhibitors to how IMEX’s buyer-led meetings model works, how to they can optimize their online profile and prepare for the practicalities of exhibiting.
Level 2 expands into broader communication and sales capabilities with the experts covering areas including pre-show outreach, relationship building, sales conversations and lead conversion.
The most advanced Level 3 offers learning focused on experience design and sustainability. Participants will learn how they can connect with attendees in a way that's engaging, accessible and memorable, delivering measurable business value through their participation.
According to IMEX Group CEO Carina Bauer, "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.”
She added, "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."