Trade shows. Some business owners love them; others can’t stand them. But here’s the truth: with the right planning and mindset, exhibitions can deliver significant leads, strengthen your brand visibility, and accelerate your growth.
Exhibiting takes investment — time, money, energy, and people. But when you choose the right show and approach it strategically, the payoff can be huge.
Here’s your updated, practical guide to making your next exhibition work for your business in:
1️⃣ Is this the right exhibition for you?
Before booking, ask:
✅ Who will be attending?
✅ Are they potential customers, referrers, or suppliers?
✅ Do they align with your target audience and goals?
If the answer is yes, you’re on the right track. Don’t exhibit just because your competitors are there; ensure it aligns with your business objectives.
2️⃣ Align with your marketing plan
What are you trying to achieve? Exhibiting without clear objectives is a quick way to waste time and budget.
Examples:
Generate 50 qualified leads for your sales pipeline.
Build brand awareness with a new sector.
Launch a new product or service.
Attach numbers to your objectives (leads, follow-ups booked, newsletter sign-ups) to measure success accurately.
3️⃣ Do you have the resources?
Successful exhibiting isn’t just about turning up with a roller banner. It requires:
✅ Collateral:
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Branded stand setup (keep it clean and engaging).
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Clear messaging that communicates what you do at a glance.
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Minimal, useful printed materials (QR codes for easy downloads).
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Branded giveaways if appropriate.
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Refreshments (if permitted) to encourage visitors to stop and chat.
✅ People:
Exhibitions are long days. Have enough people to:
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Keep the stand welcoming.
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Allow team members to take breaks to stay fresh.
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Have meaningful conversations, not just hand out flyers.
✅ Time:
Plan your activity:
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Pre-event: Announce your attendance on social media, update your website, and email your contacts with your stand location. Book meetings with prospects and partners in advance.
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During: Arrive early, stay focused on your objectives, and capture visitor details with notes about their needs. Use digital lead capture tools for speed and accuracy.
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Post-event: Have a clear follow-up plan ready before you go.
4️⃣ During the event
✅ Set up the day before if you can to avoid morning stress.
✅ Focus on building connections, not just collecting business cards.
✅ Take notes immediately after conversations to remember context.
✅ Qualify leads as hot, warm, or cold for follow-up prioritisation.
✅ Debrief with your team at the end of the day to capture insights.
5️⃣ Follow up effectively
This is where many businesses drop the ball. Don’t let leads go cold:
✅ Block out time post-event for follow-up calls and emails.
✅ Personalise your follow-up with specifics from your conversation.
✅ Consider connecting on LinkedIn and engaging with them there.
✅ Share a post-event resource page or blog to continue the conversation.
✅ Phone hot leads promptly to build on the momentum.
6️⃣ Review and measure success
Six months later, assess:
✅ Did you achieve your objectives?
✅ How many leads converted?
✅ Was the return on investment worthwhile?
✅ What would you do differently next time?
Use these insights to refine your approach for your next event.
Exhibiting can be fun and profitable (if done right)
Trade shows are hard work, but with clear objectives and a structured plan, they can deliver valuable leads, strengthen your brand presence, and open up new opportunities.
If you’re thinking of exhibiting but need help planning your stand strategy, pre-event marketing, or post-event follow-up, let’s chat.