When people think about exhibitions and trade shows, they often focus on what happens during the event itself.

But in reality, successful exhibitions are built long before the doors open.

Last week, the Creationz Marketing team travelled to Düsseldorf to support clients exhibiting at Interpack 2026 — one of the packaging industry’s largest international trade shows.

While visitors see a polished exhibition stand and a busy event environment, what they don’t always see is the months of planning, coordination and problem-solving that happens behind the scenes.

For this particular event, preparation had been underway for around nine months.

That included:

• supplier coordination
• stand planning
• logistics and shipping
• accommodation management
• registrations and exhibitor badges
• team coordination
• event preparation and scheduling.

International exhibitions are complex environments, especially across an eight-day show schedule with additional set-up and breakdown days.

What makes exhibitions successful is often not just the stand itself, but the ability to manage countless moving parts while remaining flexible and responsive on-site.

That is why event support matters.

At Interpack, the Creationz team supported both stand set-up and opening day activity, helping observe attendee interaction, visitor behaviour and the types of conversations taking place.

This type of insight is incredibly valuable because events are not only opportunities to showcase products or services — they are also opportunities to learn.

Understanding:

• how visitors move through the stand
• which messaging creates engagement
• what questions attendees ask
• where conversations naturally happen

…can help businesses improve future exhibition strategy significantly.

One of the most important lessons from large-scale exhibitions is that events should never be viewed as isolated activities.

The most effective businesses use events as part of a wider marketing strategy:

• before the exhibition
• during the event
• and long after it finishes.

With Interpack now complete, attention already turns to the next exhibition in Lisbon for SnackEx in just a few weeks.

And as always, the planning has already begun.

I’m so excited to share that I recently had the opportunity to be featured on Erewash Sound Radio! Sally Peacock and I chatted so much that it was split into two episodes to appear on the Erewash Radio Business Show. I loved every minute and Sally really put me at ease.

Over the two shows, I got to talk about my journey with Creationz Marketing, how it all began, and the incredible businesses I’ve had the privilege to support over the years. I also shared something I’m truly passionate about, helping business owners build their confidence in marketing through my our Marketing Mentor Hub.

In the first show, we chatted about how Creationz began over ten years ago and how it’s grown into a trusted partner for so many small and medium-sized businesses across the UK.

With more than 24 years’ experience in marketing, I’ve seen the industry evolve so much and the one thing that’s never changed is the need for joined-up, practical marketing that really makes a difference.

From social media and email marketing to content, design, and strategy, I’ve always believed marketing should be simple, effective, and accessible. Whether it’s consultancy, a project, or ongoing monthly support, Creationz has always been about helping businesses get the results they deserve — without the jargon or overwhelm.

You can listen back to that first interview here:

In the second interview, I shared more about a new chapter that’s really close to my heart — the Marketing Mentor Hub.

Over the years, I’ve met so many amazing business owners who are passionate about their work but often struggle to know where to start with marketing or how to keep it consistent. The Mentor Hub was created to change that.

It’s a mentoring service designed to give business owners the space, support, and structure they need to take control of their marketing with confidence. It’s not about doing it all for you, it’s about guiding you, keeping you accountable, and helping you make smart marketing decisions that work for your business.

Through one-to-one mentoring sessions, I help you identify what’s working, where to focus your efforts, and how to create a plan that actually fits your goals and your time. It’s honest, practical, and totally tailored to you.

You can listen to the second interview here:

Being on the radio was such a proud moment, not just for me personally, but for Creationz as a business. It’s a reminder of how far we’ve come, how many amazing clients we’ve supported, and how much passion still goes into everything we do.

Marketing can feel overwhelming at times, but it doesn’t have to be. Whether through Creationz Marketing or the Marketing Mentor Hub, my goal is the same: to help businesses grow, thrive, and feel confident in their marketing choices.

If you’d like to find out more about the Marketing Mentor Hub or how Creationz Marketing can support your business, I’d love to have a chat.