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The international education market is becoming increasingly saturated with new conferences and events – this growing number underscores not only their continued relevance, but also the tangible successes that suppliers can achieve by attending and exhibiting. However, as a sales and marketing strategy, events require significant commitments in both time and capital, making it essential to secure a strong return on investment.��

To explore practical strategies that education suppliers can implement during the busy upcoming conference season, С����Ƶ held its first Masterclass of the year: This saw , Business Development Manager at С����Ƶ, in conversation with , Founder of and Head of Education at , and , Event Product Director at . Read on to explore the key insights from the discussion.��

How to prepare for international education events����

Each international education event caters to a distinct audience, necessitating suppliers to be strategic in their selection. It may be tempting to only choose globally renowned events or to focus purely on size and scale, but this approach overlooks the highly targeted events where stakeholders seek specialised solutions to unique challenges. These smaller, bespoke opportunities allow for more direct and meaningful engagement with audiences, making it essential for suppliers to thoroughly research available options and identify those most relevant. ��

Once the right events have been selected, the next step is to use data-driven tools to identify attendees and implement a segmented outreach strategy. Events will have a real-time attendee list, and this can usually be shared with exhibitors within the bounds of GDPR. This list serves as a rich dataset that can be used to identify key decision-makers, send meeting invitations ahead of time, and tailor marketing campaigns and materials appropriately. Alongside this, suppliers can use our live data portal, ISC Outreach, to pinpoint international schools within the vicinity of the event and generate prospect lists based on criteria such as curricula, accreditation, and group or association membership.

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Engaging audiences with tailored exhibition stands

At the events themselves, the product exhibition needs to be curated strategically, and this begins with selecting the most appropriate stand. There are usually three options of varying complexity and expense:

1. Space-Only Stand: A bespoke offering where the supplier designs every element of their exhibition space from scratch.
2. Modular Stand: A flexible, pre-designed structure with a range of layouts to choose from, featuring customisable components that can be tailored to branding needs.
3. Shell Scheme Stand: A cost-effective, pre-built exhibition stand with limited options for customisation.����

The target audience should remain central to stand design and decision-making—are you aiming for widespread exposure, or to attract a more exclusive group? Barrier-like structures such as desks and walls can sometimes hinder audiences from easily stepping into the space and engaging, but they can also create a more defined and branded environment. When used carefully, these elements can provide display opportunities and designated meeting areas whilst maintaining an inviting environment.��

Additionally, stand materials such as graphics, banners, and displays should be aligned with pre-event marketing content to create a cohesive brand identity. This consistency helps prospects and new audiences to associate your brand with what �ٳ���’v�� seen before. If your company ������’t known to someone, the next best thing is being unmistakably familiar. ��

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Maintaining momentum during post-event communications��

The relationship between suppliers and schools is long-term by nature: educational products or services require onboarding processes, implementation, and continuous training and troubleshooting. This needs to be at the forefront of suppliers’ minds when approaching post-event communications, presenting themselves as informed, engaging, and easy to work with on this long-term basis. ��

This mindset should set clear expectations for the content of post-event follow-ups. Rather than using mass messaging or opening with an immediate sales pitch, all communications for key prospects need to be grounded in a deep understanding of that individual’s interests and needs. For instance, suppliers could conduct the message as a natural progression of the in-person conversation, providing unique insights and updates that are tailored to that discussion.

This need for genuine personalisation underscores the importance of gathering as much relevant information as possible during the event itself. Lead scanning is a widely used tool, but companies can elevate their approach by actively noting key details about new prospects. By setting these expectations from the beginning, suppliers can generate meaningful follow-up messages that foster stronger connections and invite engagement. ��

Top tips for maximising your ROI at conferences and events��

• С����Ƶ-Driven Preparation: Use ISC Outreach to select events and generate segmented prospect lists, and request attendee lists from event organisers to identify key decision-makers.��
• Personalised Communications: Reach out to key attendees via email or LinkedIn to introduce yourself, share your event plans, and establish or strengthen connections before meeting in person.��
• Partner with Event Marketing: Integrate your brand in event promotions, such as social media introductions, email campaigns, and the event website.����
• Amplify the Event on Social Media: Boost your visibility and generate excitement by sharing updates and official event posts, using event hashtags, and engaging with speakers and exhibitors.
• Build a Professional Learning Network: Prioritise engaging, insightful conversations over direct sales pitches, demonstrating��credibility and curiosity to enhance the perception of your commercial offering.����