IMEX is introducing a new pre-show program that combines the expertise of its senior sales and support teams with leading industry voices to help exhibitors attract more buyers, more effectively use the tools available, and drive better business outcomes.

The three-part IMEX Masterclass series has been designed in response to exhibitor feedback to help maximize their investment in IMEX trade shows (and others), including next month’s IMEX America, and achieve stronger results before, during and after each event. It is self-serve and available to exhibitors through their IMEX account.

“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,” says Carina Bauer, CEO of the IMEX Group.

Support for exhibitors at every level

IMEX Masterclass 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 optimize 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.

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 recognized authority in behavioral science.

“The new IMEX Masterclass series is our way of sharing the knowledge, insights and best practices we’ve developed over 25 years,” explains Bauer. “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.”

IMEX America takes place October 13-15, 2026 in Las Vegas.