Stand out and succeed:
The ultimate guide to exhibiting at expos and trade shows
Whether it’s your first event or you’re a seasoned veteran looking to refine your approach, this guide will equip you with the knowledge and tools to make your next trade show appearance a resounding success.
Trade shows and expos play a vital role in business networking and growth.
Yet, with everything in business seemingly going digital these days, you might wonder if physical events still hold value.
The answer is a resounding yes.
Expos and trade shows are still melting pots of innovation, connection and opportunity. They offer an unparalleled platform to showcase your products or services, meet potential clients face-to-face and keep on top of the trends driving your industry.
Standing out and making an impact at these events is essential. To do that, you need a clear plan of attack to make the most of the opportunity.
In this comprehensive guide, we’ll walk you through every aspect of exhibiting at trade shows and expos. From planning your event strategy and creating an eye-catching stand to maximising your presence on the day and following up effectively, we’ve got you covered. We’ll share insider insight, common pitfalls to avoid and tips to help your brand stand out and succeed in a sea of exhibitors.
Thanks to Sterling for the photo.
Step 1
Planning your exhibition strategy
Success at expos and trade shows doesn’t happen by chance. It’s the result of careful planning and a well-thought-out strategy. Choosing the right event is your first crucial decision. What works for another business might not work for yours.
So, start by researching events in your industry. Look at attendee demographics, exhibitor lists from previous years and the event’s reputation. Ask yourself:
- Will your target audience be there?
- Are your competitors exhibiting?
- Does the event align with your business goals?
- Once you’ve selected your event, it’s time to set clear goals and objectives.
- What do you want to achieve?
- Are you looking to generate leads, launch a new product or raise brand awareness?
With your goals in place, turn your attention to budgeting and resource allocation. Exhibition costs can quickly add up, so it’s crucial to plan meticulously.
Consider all your potential expenses: stand space, design and construction, marketing materials, staff travel and accommodation, and any technology you’ll need. Don’t forget to factor in post-event follow-up costs.
Remember, your budget isn’t just about money – it’s about people, too. Who’ll staff your stand? Will you need to hire temporary staff or train existing team members?
Consider their roles carefully. The right people can make or break your success.
Finally, think about your marketing strategy. How will you promote your presence at the event?
Consider pre-show marketing to drum up interest, as well as on-the-day tactics to draw visitors to your stand. From social media campaigns to targeted email marketing, every touchpoint is an opportunity to maximise your exhibition impact.
Planning may seem daunting, but it’s the foundation of a successful exhibition. Take the time to get it right, and you’ll reap the rewards when the big day arrives.
Step 2
Creating your exhibition stand
Your exhibition stand is your shop window at the trade show.
It’s often the first thing attendees will see, and it needs to make an impact. So, it’s crucial to create a stand that catches the eye and communicates your brand message.
First, you need to understand the different types of stands available. Most events offer two choices: shell scheme or space-only.
Shell scheme stands are pre-built booths provided by the event organiser. They’re a cost-effective option, especially for smaller businesses or first-time exhibitors. Custom display graphics or illuminated displays are perfect for bringing shell scheme spaces to life.
Space only, as the name suggests, provides you with an empty area to do with as you please… within reason!
You can build your own bespoke expo stand, or use stretched fabric displays or cost-effective roller banners to fill your space. A space-only option can offer more flexibility and creativity but may also require more investment in stand design and construction.
Regardless of which type you choose, there are key elements that make for an effective stand design. Start with your branding. Your stand should be a three-dimensional visual representation of your brand identity. Use your company colours, logo and styling consistently.
Simplicity is key. A cluttered stand can be overwhelming and off-putting. Consider the flow of traffic. How will visitors move through your space?
Use floor graphics and wayfinding to create clear pathways and designated areas for different activities, whether that’s product demonstrations, meetings or interactive displays.
Lighting is another crucial element. Illuminated displays can highlight key areas and create an atmosphere, drawing attendees to your stand. Don’t forget about practicalities.
- Where will you store marketing materials or personal items?
- How will you display products or information?
These considerations should be built into your design from the start.
Working with a professional exhibition display and stand builder can take your event presence to the next level. They bring expertise in the design and practicalities of trade show environments.
A professional designer can help you maximise your space, create impactful visuals and ensure your stand meets all event regulations.
When briefing your stand designer, be clear about your objectives, budget and any must-have elements. Provide them with information about your brand, target audience and what you’re promoting at the show. The more information they have, the better they can create a stand that meets your needs.
Remember, your stand is a tool to help you achieve your exhibition goals. Whether you’re aiming for a sleek, professional look or an interactive, playful space, your design should align with your overall strategy. With careful planning and creative execution, it can become a powerful magnet to attract potential customers.
Step 3
Pre-event marketing and promotion
Your exhibition success doesn’t start on the day of the event. It begins weeks, even months before. Pre-show marketing and promotion are crucial in ensuring you get the most out of your investment.
Social media allows you to reach a broad audience at a relatively low cost.
Start by announcing your participation in the event across all your social media channels.
Create a consistent hashtag for your exhibition presence. Use it in all your posts to make it easy for potential visitors to follow your updates and create a sense of anticipation. Don’t just announce – engage.
Share behind-the-scenes content of your team preparing for the event. Tease new products or services you’ll be showcasing. Run a competition or giveaway related to the exhibition.
The key is to create content that your audience will want to share, expanding your reach beyond your immediate followers. Email marketing is another powerful tool in your pre-show arsenal.
Segment your email list to target different groups with tailored messages. For existing clients, highlight how visiting your stand can benefit them – perhaps you’re offering exclusive discounts or previews of new products?
For prospects, focus on the value they’ll gain by meeting you at the event. Consider creating a dedicated landing page for the exhibition, with all the details about your presence and perhaps a way to book appointments at your stand.
Inviting existing clients and prospects personally can significantly boost your exhibition success. A personal invitation makes people feel valued and increases the likelihood of them visiting your stand. This could be a phone call, a personalised email or even a physical invitation sent by post for your most valuable clients.
Make sure to highlight any special events or opportunities you’re offering at the exhibition – like a VIP hour, product demonstration or the opportunity to meet key members of your team.
Creating a buzz around your exhibition presence isn’t just about digital marketing. Consider partnering with other exhibitors for cross-promotion. Many exhibitions offer opportunities for sponsors to gain additional exposure – this could be worth investigating if it aligns with your budget and goals. You could also reach out to industry publications or influential bloggers to see if they’d be interested in covering your exhibition plans.
Don’t forget about using your physical locations to promote your exhibition presence. If you have a brick-and-mortar store or office, use window displays, posters or flyers to inform visitors about the upcoming event. Your staff should also be briefed to mention the exhibition when interacting with clients or customers.
Finally, consider creating some pre-show content that provides value to your audience while promoting your exhibition presence. It could be a whitepaper, a webinar or a series of blog posts related to the exhibition’s theme. Positioning your business as a thought leader will increase the chances of people seeking you out at the event.
The goal of all your pre-show marketing isn’t just to inform people about your presence. It’s also about creating excitement and giving them compelling reasons to visit your stand.
With a well-executed pre-show marketing strategy, you’ll hit the ground running when the exhibition starts.
Step 4
Logistics and set-up
Your success at the event often hinges on how well you execute the logistics and set-up.
The smoother, the better. These aren’t the most glamorous parts of exhibiting but getting them right is crucial.
Transportation and shipping are often the first hurdle. Depending on your exhibition stand’s size and complexity, you may need to arrange specialist transport. Start by making a detailed inventory of everything you need – from stand components and marketing materials to any products you’ll be showcasing. Don’t forget essentials like tools for assembly, extension cables and even a first-aid kit.
Timing is crucial. Plan to have your materials arrive at least a day before you need to start setting up to give you a buffer in case of any delays. However, check with the event organisers about the earliest you can have items delivered to the venue – you don’t want to incur storage fees if you send things too early.
When it comes to on-site assembly and installation, preparation is key. Have a clear plan of how your exhibition stand will be assembled. If you’re using a custom-built stand, consider having a trial run of the assembly before the event. This can help you identify any issues and ensure a smoother set-up on the day.
Be realistic about how long set-up will take and who needs to be involved. If you’re using complex audiovisual equipment or large display items, you may need to bring in professional installers. Factor this into your budget and timeline.
And don’t forget about health and safety. Ensure all your team members involved in the set-up are briefed on safety procedures. Wear appropriate clothing and footwear – exhibition halls during set-up can be like construction sites.
Working effectively with the event organisers and your suppliers or contractors is crucial for a smooth exhibition experience. Many event organisers provide an exhibitor manual, which will provide vital information about set-up times, rules and regulations and available services. Familiarise yourself with it and ask about anything that’s not covered. Be proactive in communicating with the organisers. If you have any special requirements – such as needing early access to set up your exhibition stand or bring in unusually large items – discuss them well in advance.
The same goes for any services you need to book, such as electricity, wifi, hospitality or cleaning. Booking these early often comes with discounts and ensures availability.
Finally, build in some contingency time. No matter how well you plan, unexpected issues can arise. Having a buffer allows you to deal with these calmly without throwing your whole schedule off track.
A smooth set-up sets the tone for your entire exhibition experience. It allows you and your team to start the event feeling calm and prepared rather than flustered and stressed.
With careful planning and execution of your logistics and set-up, you’ll be in the best position to make the most of the exhibition and achieve your goals.
Step 5
During the show
The big day is here. Your stand is set up. Your team is briefed. The exhibition doors are about to open.
This is where all your planning comes to fruition. But success during the show isn’t just about waiting for visitors to approach your exhibition stand – it’s about drawing people in, having meaningful conversations and making the most of every opportunity.
Engaging with visitors effectively is an art form. Your goal is to be welcoming and informative without being pushy. Most people don’t like the high-pressure sell, especially at events, so listen more than you talk.
You’re not here to sell a product or service – you’re starting a relationship. The sales can come later.
So, ask questions to understand the visitor’s needs and interests before launching into your pitch.
Thanks to Sterling for the photo.
Be prepared with a concise elevator pitch that encapsulates what makes your business unique. Practice this with your team before the show so everyone can deliver it confidently and consistently.
Lead capture and management are crucial for post-show success. Gone are the days of collecting business cards in a fishbowl.
Today, there are numerous digital tools available for quick and efficient lead capture. Many exhibitions offer badge scanning technology, allowing you to collect visitor details with a simple scan. Alternatively, consider using a dedicated lead capture app on a tablet or smartphone.
Whatever system you use, ensure you have a way to add notes about your conversation. These details will be invaluable when following up after the show.
- Did they give you permission to contact them after the event?
- Were they interested in a particular product or service?
- Did they request a demo or further information?
Capturing these details in the moment will help you personalise your follow-up and increase your chances of converting leads into customers. Taking the right materials to the show is about striking a balance.
You want to have enough information on hand to answer questions and spark interest, but not so much that you’re overwhelmed with paper.
Consider creating a simple one- or two-page overview of your key products or services, with QR codes linking to more detailed information online.
Don’t forget about promotional items. Choose items that are useful and relevant to your audience, rather than generic giveaways that will end up in the bin.
A thoughtful, quality item can serve as a lasting reminder of your brand long after the show ends.
Networking with other exhibitors can also pay dividends. While your primary focus should be on visitors to your stand, your fellow exhibitors can be valuable contacts, too. They might be potential partners, suppliers or even customers themselves.
So, take time during quiet periods or after hours to visit other stands and make connections. You never know where these relationships might lead.
Finally, keep your team energised throughout the show by taking regular breaks, staying hydrated and rotating roles.
Enthusiasm is contagious. If you and your team appear bored or disengaged, visitors will pick up on the vibe. A positive attitude could be the factor that turns a casual visitor into your next big client.
Step 6
Using digital technology
Integrating digital technology into your stand can significantly enhance your exhibition presence. From illuminated displays to interactive elements, the right tech can help you engage more visitors, capture more leads and stand out in a crowded exhibition hall.
Touch-screen displays allow visitors to explore your products or services at their own pace. Interactive product configurators can be particularly effective if you offer customisable solutions. They allow potential customers to see exactly how your offering could work for them, creating a more personal and memorable experience. Both these options also allow you to capture visitor information and contact details, which is crucial for your follow-up marketing.
Video walls can create a stunning visual impact, drawing visitors to your stand from across the exhibition hall. Use them to showcase your products in action, share customer testimonials or display live social media feeds related to your brand or the event.
When integrating technology into your exhibition strategy, always keep your event objectives in mind. Don’t just use tech for tech’s sake. Instead, use it to enhance the visitor experience and help you meet your exhibition goals.
Ensure that any technology you employ is reliable and that your team is well-trained to use it. There’s nothing worse than a flashy tech display that doesn’t work correctly. Also, consider what happens after the event.
- How will you integrate the data you collect into your CRM system?
- How will you leverage these digital interactions in your follow-up activities?
Thinking these questions through in advance will ensure your interactive technology not only wows visitors on the day, but also supports your post-event sales and marketing and contributes to your long-term business success.
Step 7
Post-event follow-up and evaluation
The exhibition might be over, but your work isn’t done yet.
In fact, what you do after the show can be just as important as your actions during the event. Effective post-show follow-up and evaluation are crucial for converting leads into customers and ensuring you get the best return on your exhibition investment.
Prompt follow-up with leads is critical. The golden rule is to make initial contact within two working days of the show ending. Any longer, and you risk your carefully cultivated leads going cold.
It doesn’t mean sending a generic ‘Thanks for visiting our stand’ email to everyone.
Remember those notes you took during lead capture? Now’s the time to use them.
Personalise your follow-up based on the conversations you had at the show.
If a visitor expressed interest in a particular product, send them more detailed information about it. If they requested a demo, get that scheduled.
Thanks to Sterling for the photo.
The key is to continue the conversation where you left off at the exhibition, showing that you were genuinely listening and are eager to help. Use a mix of follow-up methods. While email is efficient, a phone call can be more personal and allow for immediate feedback.
For high-value leads, you might even consider sending a handwritten note or a small, relevant gift as a follow-up. Whatever method you choose, make sure your communication adds value.
Provide additional information, offer a special post-show discount or invite them to an exclusive webinar – give them a reason to continue engaging with your brand.
Measuring return on investment (ROI) is crucial for justifying your exhibition spend and improving your strategy for future events. Start by revisiting the goals you set before the show.
- Did you achieve them? Why or why not?
- What went well? What could be improved?
- Did you make any particularly valuable connections?
- Did you gain insights into customer needs or market trends?
- Were there any unexpected challenges or opportunities?
Financial ROI is obviously important. Calculate the total cost of exhibiting (including space, stand design and materials, staffing, travel, etc) and compare this to the value of sales made or leads generated. However, some benefits of exhibiting, like brand awareness or relationship building, can be harder to quantify in immediate financial terms.
Debriefing and learning lessons is the final, crucial step in the post-show process. Gather your team for a thorough debrief while the event is still fresh in everyone’s minds.
Don’t just focus on your own business. Consider what you observed at other stands.
- Were there any innovative ideas you could adapt for your next exhibition?
- How did your offering compare to competitors?
Document these insights and ensure they feed into your broader business strategy. Use them to create an action plan for future exhibitions.
Finally, don’t forget to celebrate your successes. Exhibiting is hard work, and your team deserves recognition for their efforts. A post-show celebration can boost morale and help cement the positive relationships built during the intense exhibition period.
A few further notes...
Sustainability
Sustainability is becoming a crucial aspect of event planning and participation.
Embracing sustainable practices helps reduce your environmental impact and can enhance your brand image and appeal to eco-conscious visitors.
The exhibition industry has traditionally generated a lot of waste, from single-use stand components to disposable marketing materials. However, there are now numerous sustainable alternatives available. Consider using recyclable or biodegradable materials for your stand construction.
Look into using sustainable fabrics or other recyclable materials for your displays.
LED lighting is another easy win – it’s energy-efficient and long-lasting. If you’re using flooring in your stand, opt for recyclable options or even rent flooring to reduce waste.
Reducing waste and lowering your carbon footprint should be key considerations in your exhibition strategy.
Start by minimising your printed materials. Instead of handing out stacks of brochures, consider using QR codes that link to digital resources. This reduces paper waste and makes it easier to track engagement and update information.
Think carefully about your giveaways, too. Avoid cheap, disposable items that are likely to end up in the bin. Instead, opt for functional, durable items made from sustainable materials.
Transportation is a significant contributor to an exhibition’s carbon footprint. Can you source materials or services locally to reduce shipping distances?
If you’re travelling to the event, consider carbon offsetting your journey. Some exhibitions now offer carbon offsetting as part of their registration process.
Communicating your sustainability efforts is just as important as implementing them. Many visitors are actively looking for eco-friendly businesses, so don’t be shy about showcasing your green credentials. Include information about your sustainable practices in your exhibition stand and marketing materials. Share this on your website and social media channels as part of your pre-show marketing. And train your staff to discuss your environmental initiatives with interested visitors to your stand.
One final thing...
Common event pitfalls and how to avoid them
Even with the best planning, exhibitions can be unpredictable.
Being aware of common pitfalls and knowing how to avoid them can make the difference between a stressful experience and a successful one. Poor staff training is one of the most common event challenges.
Your team is the face of your brand at the exhibition, and unprepared staff can seriously undermine your efforts. Ensure all your team members are thoroughly briefed on your products or services, your exhibition goals, and how to engage with visitors effectively. Roleplay different scenarios they might encounter. A well-prepared, motivated team can turn casual visitors into promising leads.
Another frequent mistake is trying to do too much. It’s tempting to want to showcase everything your company offers, but this can lead to a cluttered, confusing stand. Instead, focus on a clear, concise message. Highlight your key products or services and ensure your value proposition is immediately apparent to visitors. Quality engagement is more valuable than trying to cram in every detail.
Thanks to Sterling for the photo.
While generating new leads is often a primary goal, don’t forget about nurturing relationships with current clients. Make sure to invite your existing customers to the exhibition and consider offering them something special – perhaps a sneak peek at a new product or a VIP experience at your stand.
Poor lead management is a common issue that can waste the opportunities generated at an exhibition. Have a clear system in place for capturing and qualifying leads. Ensure all your staff know how to use it correctly. Have a solid plan for prompt and effective follow-up after the show.
If you’re a first-time exhibitor, one of the biggest challenges can be underestimating the time and resources required. Exhibition success requires significant planning and investment. Start preparations early, create a detailed budget and timeline and don’t be afraid to seek advice from more experienced exhibitors or professional exhibition services.
Another tip for newcomers: don’t stay behind your stand. It can feel safe to remain in your designated space, but some of the most valuable connections happen while networking around the exhibition. Encourage your team to spend time visiting other stands and attending event networking sessions.
Finally, don’t forget what we said at the start of this guide – set clear, measurable objectives for the exhibition. Without defined goals, it’s impossible to measure success or justify the investment.
How can City Signs help?
Our comprehensive guide to exhibiting at expos and trade shows has covered the entire exhibition journey, from initial planning and strategy to post-show follow-up.
A successful exhibition presence starts long before the event itself.
Careful planning, clear goal-setting and strategic pre-show marketing lay the foundation for success.
Your stand is your showcase – invest time and thought into its design and functionality. Whether you opt for a bespoke exhibition stand, stretched fabric display, roller banners, display graphics or illuminated displays, ensure they reflect your brand and facilitate meaningful interactions with your visitors.
Whether you’re a seasoned exhibitor or preparing for your first expo, City Signs is here to help you make a lasting impression. From eye-catching graphics to innovative display solutions, we have the expertise to bring your exhibition vision to life.
Give us a call today to learn how we can help you create an unforgettable experience for your visitors that generates a tangible return on your exhibition investment.
