International Trade Show & Conference Communications
Helping organisations maximise the commercial value of international exhibitions and conferences before, during and after every event.
International exhibitions and conferences are a significant investment of time, budget and senior attention. Yet too often, organisations measure success by what happens over two or three days on the exhibition floor.
The most successful organisations take a different approach. They use international events to launch products, build their reputation, raise the profile of their leadership team, engage customers and partners, generate media coverage and create momentum that continues long after the event has closed.
That's where I can help.
With more than 25 years' experience in strategic communications, PR and marketing, including 20 years specialising in international trade shows and conferences, I help organisations maximise the commercial value of exhibiting internationally. Whether working with exhibition organisers, conference organisers, exhibitors, exporters or organisations expanding into new markets, I develop communications strategies that support business growth before, during and after every event.
My experience spans the UK, Europe, Asia and North America, combining international PR, media relations, thought leadership, executive profiling, product launches and strategic communications with practical trade show and conference support. Having worked both for international exhibition organisers and for exhibitors, I understand how to maximise the return on your investment and turn every event into an opportunity to build reputation, strengthen relationships and generate long-term commercial value.
Whether you're preparing for your first international exhibition, launching a new product, entering a new market or looking to achieve more from an established exhibition programme, I provide strategic communications support tailored to your business objectives.
Why trade shows underperform
Many organisations leave a trade show feeling disappointed. They blame the organiser, the location or poor visitor numbers, when the real issue is often that the event wasn't supported by a clear communications strategy.
Successful organisations don't rely on passing footfall alone. They build awareness before the event, create opportunities while they're there and continue the conversation long afterwards.
They use exhibitions and conferences to:
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Launch products and services
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Raise their profile in new markets
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Build relationships with customers, partners and distributors
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Position senior leaders as industry experts
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Secure media interviews and editorial coverage
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Gather valuable market and competitor intelligence
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Generate content that supports sales, marketing and SEO long after the event has ended
In other words, they treat every exhibition as part of a wider business growth strategy rather than a standalone marketing activity.
How I can help
Based in the UK, I help UK organisations maximise the commercial value of international trade shows and conferences across Europe, North America, Asia and other key markets.
With more than 25 years' experience in strategic communications, PR and marketing, including 20 years specialising in international exhibitions and conferences, I help organisations maximise the commercial value of exhibiting internationally.
My experience is unusual because I've worked on both sides of the exhibitions and conferences industry. I've led global PR and marketing programmes for international organisers, managed conference press offices, supported exhibitors with product launches and media relations, and advised organisations on leveraging international events to drive business growth.
Since 2006, I have worked on more than 40 international trade shows, conferences and events across Asia, Europe, North America and the Middle East. This includes in-house roles with Global Sources and Messe Frankfurt, supporting leading events such as China Sourcing Fairs, Paperworld China and other international exhibitions, as well as campaigns for Comexposium's CARTES Asia, HOFEX, Cosmoprof Asia, Economist Events, HIMSS Asia Pacific and many others.
More recently, I've advised organisations such as AHDB Exports (in Hong Kong) and Pudu Robotics (across North America), helping them maximise the value of international exhibitions through strategic communications, media relations, executive profiling, thought leadership and product launch support.
Whether you need a complete communications programme or strategic advice around a specific event, I can help you:
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Develop a communications strategy aligned with your commercial objectives.
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Raise awareness before your exhibition or conference.
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Secure media interviews and editorial opportunities.
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Position senior leaders as industry experts.
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Support product launches and thought leadership.
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Create content before, during and after the event.
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Build long-term visibility through digital PR, backlinks and AI discoverability.
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Maximise the return on your investment in international exhibitions and conferences.
I also deliver workshops and masterclasses for organisations including Business Gateway and Dundee & Angus Chamber of Commerce, helping businesses use exhibitions and conferences more strategically to support international growth.
Planning an international exhibition or conference?
Whether you need strategic communications support, media relations, thought leadership or advice on maximising your investment, I'd be happy to discuss your plans and how I can help.
Comexposium
"Her team excelled, having to understand a constantly and rapidly evolving hi-tech sector and promote a new event across several countries."
HIMSS Asia Pacific
"They secured back-to-back media interviews for our senior team and speakers and achieved extensive coverage."
Pudu Robotics
"Mandy helped us secure top-notch interviews at trade shows and conferences, build valuable media relationships, and develop thought leadership content that strengthened our visibility in the market"