Exhibitions and trade shows remain one of the best ways to build relationships, find suppliers, learn, and showcase your business. But they’re also a significant investment of your time and budget.
Whether you’re attending a local industry showcase or a national trade expo, here’s how to make the most of attending exhibitions:
✅ Plan ahead and set clear objectives
Exhibitions aren’t a day out of the office for the sake of it. Before attending, decide:
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Are you there to meet potential suppliers?
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Scout competitors?
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Learn from speakers?
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Build your network?
Having clear objectives gives you focus, helps you prioritise your time, and ensures your investment delivers a return.
✅ Arrange meetings in advance
Check which exhibitors and attendees are going, and if there’s someone you’d like to meet, reach out beforehand to book a coffee chat during a break.
A quick LinkedIn message can often open the door to a valuable in-person conversation.
✅ Register in advance
Many exhibitions are now hybrid, so pre-registering can give you:
✅ Early bird discounts
✅ Updates on speakers and schedules
✅ Access to the event app for networking
✅ Faster check-in on the day
Print your badge in advance or download the digital version to your phone to skip the queues.
✅ Dress smart and practical
First impressions matter, but so does comfort. You’ll likely be on your feet for most of the day, so choose comfortable shoes. Bring a water bottle and, if it’s the UK, don’t forget an umbrella!
✅ Be ready to learn
Even if you think you know your industry inside out, there’s always something new:
✅ A trend you’ve missed
✅ A tool you didn’t know existed
✅ A nugget of insight from a speaker
Attend talks, panels, or workshops with an open mind and take notes you can bring back to your team.
✅ Pace yourself and stay present
It’s tempting to rush around grabbing freebies and scanning badges, but the real value in exhibitions comes from building relationships.
Take your time, have meaningful conversations, and stay for the whole event if you can. At the end of the day, when things are quieter, exhibitors and speakers are often more available for a relaxed chat.
✅ Follow up (properly)
This is where many businesses fall short. Don’t let the contacts you’ve made gather dust:
✅ Block time in your diary for follow-ups the day after the event.
✅ Personalise your follow-up message referencing your conversation.
✅ Better still, pick up the phone or send a voice note on LinkedIn to stand out.
✅ Use digital tools to support your exhibition strategy
Many exhibitions offer:
✅ Event apps for real-time schedules and contact exchange
✅ QR badge scanning for lead capture
✅ AI-powered matchmaking for relevant networking opportunities
Take advantage of these tools to make your visit more productive.
Exhibitions are worth it — if you do them right
Attending exhibitions can:
✅ Grow your network
✅ Build supplier relationships
✅ Keep you informed about your industry
✅ Generate leads and opportunities
But they only deliver results if you prepare, stay present, and follow up.