Choose shows by the buyers who attend, by segment and region. Six weeks before: product pages for what you will show, LinkedIn campaigns to target accounts, a meeting-booking link and an invitation to consented contacts. At the show: hold the meetings and record each conversation. After: follow up within two working days by each country's email law, and track every sample to a trial.
Dates below are as each organizer's site showed them on 12 November 2026; check the organizer's site before booking.
The main chemical shows, from their own sites
Each show suits a different buyer. Dates and places are as each organizer's site showed them on 12 November 2026:
- ACHEMA, in Frankfurt am Main for the process industries; its site lists 14 to 18 June 2027.
- European Coatings Show, in Nuremberg for paints, coatings, adhesives, sealants and construction chemicals; its site lists 27 to 29 April 2027.
- Chemspec Europe, at Messe Basel for fine and speciality chemicals; its site lists 24 to 25 May 2027.
- in-cosmetics Global, at Fira de Barcelona Gran Via for personal care ingredients; its site lists 6 to 8 April 2027.
- American Coatings Show, at the Colorado Convention Center in Denver; its site lists 28 to 30 March 2028.
- The Chem Show, for process equipment in the USA; its site did not open to our reader, so check the date there.
Choose the show by buyer, not by size
A show is worth the cost when the people who specify and buy your product attend. Coatings and personal care shows draw formulators and their procurement teams; fine chemicals shows draw pharmaceutical and agrochemical sourcing teams; process shows draw plant and engineering buyers. Ask sales which shows started trials last year, read each organizer's visitor profile, and choose two or three shows a year that match your segments and regions.
Six weeks before: fill the meeting calendar
LinkedIn's ad targeting reaches members by job title, company, industry and seniority, which suits a named list of procurement, R&D and formulation roles. Five pieces:
- Product pages for each grade you will show, with specifications and a sample request form.
- A show page: what you will show, where to find you, who will be there, and a meeting-booking link.
- A target list of accounts and roles, built with your sales team.
- LinkedIn campaigns to those roles at those accounts, pointing to the show page.
- An invitation email to contacts who have consented to hear from you.
Hazard information in show materials
Show materials are advertising. In the EU, Article 48 of the CLP Regulation, as it applies today, requires any advertisement for a substance classified as hazardous to mention the hazard classes or hazard categories concerned, and an advertisement for a hazardous mixture that lets a member of the general public buy it without first seeing the label to mention the types of hazard on the label. Regulation (EU) 2024/2865 replaces Article 48 and adds Article 48a, and Regulation (EU) 2025/2439 applies both from 1 January 2028. From then, any advertisement for a substance or mixture classified as hazardous must indicate the hazard pictograms, signal words, hazard statements and supplemental EUH statements, as applicable; one for sale to the general public must also state "Always follow the information on the product label."; none may contain statements that may not appear on the label under Article 25(4); pictograms and signal words may be left out of non-visual advertisements; and distance sales offers must show the label elements. Until 31 December 2027, suppliers may already follow the new Article 48. A political agreement of June 2026 on the EU's "omnibus VI" package would ease these advertising rules; check whether it has been adopted before relying on the 2028 text. Check your show page, product sheets and LinkedIn ads with your regulatory team, and keep safety data sheets available on request.
At the show: meetings, records and samples
Hold the booked meetings first, and record every conversation the same day: the person, the account, the application, the grade of interest, the sample promised and whether they agreed to receive follow-up. Log every sample request with a ship date and an owner; a sample that arrives weeks late undoes the meeting. Capture content as you go, such as a short walk-through video or notes for an application story.
Two working days after: follow up by each country's law
Send a personal follow-up within two working days to everyone you met, with the agreed next step and the sample ship date, and a shorter note to visitors. Chemical shows mix countries, so follow each contact's email law: in Canada, CASL requires consent before a commercial electronic message; in the USA, the FTC's CAN-SPAM guide requires accurate headers, a postal address and an opt-out honored within 10 business days. A badge scan is not always consent; record what each person agreed to. Our email marketing service runs the consented nurture that follows.
How to measure a show
By show: meetings booked and held, conversations recorded, samples sent on time, trials started within three months, orders traced to show contacts, and cost per trial started. Badge scans and stand traffic are context. Compare shows year on year and keep the ones that start trials.
What we do and do not do
PromotEdge International is an international strategy, technology, marketing and design company, and our delivery team is in India. We do no events, book no space and build no stands; we run the online campaign before and after the show, from product pages and LinkedIn to consented follow-up. Chemical clients we have worked for include Fine Organics, Novozymes and Himadri Speciality Chemical. That work was for their business in India and was delivered by our team there. Our chemical marketing service page describes the work. This guide is general information, not legal advice; each country's email and hazard communication law applies.
Facts we rely on: see our company facts for what we state about ourselves and where each fact comes from.