Events > International Exhibitions: How to boost your return on investment

International Exhibitions: How to Boost your Return on Investment

Discover how to generate more leads and find new customers at international tradeshows.

Businesses from across the Northern Powerhouse are invited to join the Department for Business and Trade (DBT) and ProExtra for a free workshop, designed to help you get the most out of international exhibitions.

Overseas exhibitions can provide one of the richest and most lucrative platforms for meeting your target audience, opening a conversation, and beginning the pathway to sales success. But how do you make sure all that time and money you invest gives you the strongest possible returns?

In this interactive workshop, we will be giving you all the tips, tools, and advice that you need to improve your performance at international trade shows and boost your returns.

Join this workshop which will cover the following: 

  • Exhibitions in a post-covid world – what’s different?
  • Selecting the best event to invest in.
  • SMART objectives – 70% of exhibitors don’t set any objectives.
  • Managing cash – when to spend and when to save.
  • High impact stand design tips.
  • Getting in early – Why pre-show marketing is vital to your success.
  • Selecting your squad – why your sales team might not be your most effective exhibition crew.
  • Filtering and focus – ensuring your time is spent talking to the right people.
  • And not forgetting follow-up. Bear in mind conversions take time, so be patient and persistent if you have a good lead.
  • Calculating return on investment – possible only if you have set SMART objectives.

By the end of the workshop, delegates will understand how to prepare, implement, and evaluate trade exhibitions to drive a higher return on investment and subsequent business growth.

Whether you are participating in a trade mission programme, are a first-time exhibitor, or an experienced one, this workshop offers a great opportunity to discover how to improve your performance at international events.


Nichola Reeder
Director / Co-Founder, ProExtra

As a true Trade Show Geek I’ve worked in and around exhibitions for over 20 years seeing them from an exhibitor, visitor and organiser perspective. I now  inspire people and businesses to unleash their inner exhibitionist and I’m passionate about driving better returns from all the money, time and effort invested in live events to generate a sustainable sales pipeline. As a consultant, coach, presenter and project manager I help to evolve your trade show planning and execution to generate a stronger return…and have more fun with exhibitions!



Radisson Blu Hotel 

Frankland Ln