AEO - Association of event organisers

The National Exhibitor Masterclass uncovers its 2019 programme


The National Exhibitor Masterclass uncovers its 2019 programme

11 Apr 2019

This year’s National Exhibitor Masterclass takes place on the 16th July 2019, at the NEC Birmingham and offers exhibitors a packed programme, covering business psychology and communication, eye tracking research, client buying behaviour, measuring event success and PR for the event.

Lynda Shaw, an experienced entrepreneur and business psychologist will be setting the tone of the day with a keynote on the importance of confidence and communication at the show. Lynda has owned 3 businesses and holds a doctorate in neuroscience, specialising in brain and behaviour in business.  She works with senior leaders and their teams who want to better understand emotional responses of clients and colleagues and harness this power through heightened awareness to improve communication and business performance. 

The one-day conference looks to attract up to 500 exhibitors, who will also benefit from onsite expert advice, networking opportunities and more.

The event is once again supported by the AEO’s strategic masterclass partner, the NEC, and event partners, ESSA and GES.

Chris Skeith, Chief Executive, AEO, said: ‘Year on year, this event drives value back to our members and their customers. Last year’s feedback was the best we’ve had to date and has been paramount in helping us shape this programme. We’re confident exhibitors will leave feeling more motivated and inspired than they ever have before.’

Skeith added; ‘The National Exhibitor Masterclass is also a huge AEO member benefit, and we continue to encourage our members to take advantage of the opportunity to invite their customers to this worthwhile event using their promo codes for free.’

Tickets for non member customers are charged at a rate of £250+VAT. 

Martin Clarke, Marketing Director for the NEC said: “The National Exhibitor Masterclass continues to be an innovative forum, that brings together key industry figures. As the leading exhibition venue, it’s important for us to be involved in such an event which discusses the latest issues and hot topics of the moment.  We look forward to hosting it for another year and welcoming our industry colleagues back to Birmingham.” 

Christine Martin, Executive Director - Marketing and Customer Experience, GES, said: “We’re delighted to continue our support of the Masterclass. It is a fantastic platform for exhibitors to have their burning questions answered, give voice to their challenges and take away a stack of ideas to ensure they get the most out of their next event.”

Simon Perry, Sales and Account Manager at ESSA, said: “ESSA has been a huge advocate of FaceTime  and what it represents to the industry since its inception. The masterclass, which sits in this suite of FaceTime resources, is a fantastic event to support and provides invaluable learnings to the exhibitor community. We look forward to continuing our work promoting the best suppliers to exhibitors.’’

To find out more about the event please visit:

  • "Broadway Events joined the AEO on the Enterprise Membership. We’ve already taken advantage of the many benefits including the excellent FaceTime Masterclasses and training guides for exhibitors."
    Emma Barrett
    Broadway Events
  • "We are a member of the AEO because it is a proactive association for the events industry. As an organiser it provides us with high value ideas, networking, guidance and information."
    David Harrison
    PPMA Group
  • "This year, the association has led working groups to address industry issues and put on some amazing events full of insightful content for both organisers and, through the AEOs FaceTime initiative, exhibitors. In addition, the AEO has represented the industry at a Governmental level to raise awareness of the importance of events to the UK economy."
    Paul Byrom
    Upper Street Events
  • "I genuinely believe that if you’re involved in organising events you should become a member of the AEO."
    Simon Kimble
    Clarion Events
  • "Our membership of the AEO represents real and tangible value for UBM - it provides fantastic networking opportunities, practical training for our team as well as valuable insight into the state of our industry."
    Simon Parker
    Informa Markets
  • "As an Association business, we appreciate the excellent work the secretariat of the AEO do for our community. From the events side of our business, the AEO provides an excellent return on investment, providing thought leadership, fantastic networking, brilliant awards, excellent research and FaceTime, a valuable tool to tell our markets why exhibitions and events should be an essential part of the marketing mix."
    Neil Felton
  • "AEO’s networking and member meetings are valuable for individuals at all levels within our organisation. The promotion of our sector to the outside world, to government, authorities and business at large is another vital aspect of the AEO’s purpose for members, many of whom, like my company, work on events throughout the world."
    Stephen Brooks
    Mack Brooks Exhibitions
  • “Knowledge is power and the AEO dinners are certainly powerful, there is always a wealth of knowledge at the table. Insightful presentations make for a constructive and extremely social way to learn from the experts who’ve done it before. I attended the Japanese evening and gained really valuable insight about the culture and how best to communicate with a local audience.”
    John Whitaker
    Vice President Marketing, Data & Digital , dmg events
  • "We have the opportunity to contribute positively to the industry as well as gaining valuable insight and advice. There’s no need to spend valuable time and money reinventing the wheel when you have so many experienced professionals in AEO membership to learn from”
    Emma Cartmell
    CHS Group
  • "JOINING THE AEO HAS BEEN FANTASTIC! Being able to gift our customers with free places at the FaceTime masterclasses, learn alongside industry peers and seek advice to common challenges is invaluable”
    Sharon Azam
    GovNet Communications
  • I just wanted to send my most sincere thanks for everything that you and the AEO team are doing to help navigate the events industry through the pandemic. The working groups and communication from the AEO have been excellent and I’m really appreciative of being part of such a wonderful organisation.
    Simon Burns
    ICHF Events
  • I think what the AEO has been doing during this tough time has been exceptional.
    Greg Cherry
    QD Events LTD
  • It is so useful to hear from your peers at this time. Please pass my thanks to Ruth and the BTIG panel
    Dan Assor
    CloserStill Media
  • Just wanted to thank you and Ruth this morning for the Zoom meeting - it was really interesting to hear how things are moving along in the virtual/hybrid meeting/exhibitions. All very new to me, so a lot to digest.
    Maureen Wright
    Optic UK
  • The session this morning was fantastic. We are right in the midst of this and the information was so useful. We can apply it immediately
    Claire Adams
  • The AEO provides an opportunity to make a difference, to work with other companies for the good of the industry as a whole, but beyond that, it provides it’s members with valuable insight and tangible benefits to grow your business, upskill and engage your teams. For those reasons, our membership is in indelible ink on the each annual budget. In short, if you aren’t a member, you are missing out.
    Ed Tranter
    73 Media




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