9 steps to exhibition success 

Exhibitions are dynamic environments where networking and business opportunities come together. Whether you’re an entrepreneur seeking to expand your brand’s reach or an SME owner exploring new marketing avenues for lead generation, attending exhibitions can be a game-changer. However, it’s essential to consider this all-important question: are you truly maximising the potential of your exhibition space? In this blog, we’ll delve into the significance of attending exhibitions for marketing and lead generation, and how Sixothree Marketing can empower you with invaluable support and guidance to make the most out of your exhibition space.  

So, let’s dive in and discuss the various stages which lead to a successful exhibition, and how skipping a step could result in costly mistakes. 

Step 1: Choose the right event for your brand 

We understand the significance of making informed decisions when it comes to exhibition participation, and it all starts with researching the most appropriate exhibitions to get your product or service in front of your target audience. As part of your research, you should enquire about footfall, look at available exhibition locations, and any additional advertising or sponsorship opportunities that could increase your brand’s presence at the show. Selecting the wrong location or event through failing to extensively research the exhibitions available can not only result in missed business opportunities but also lead to substantial financial losses and cost your thousands of pounds with little or no return. 

Step two: Set clear objectives 

Exhibitions success begins with defining your goals and setting clear objectives. Clarifying your purpose for participating in an exhibition is essential, whether you aim to boost brand awareness, generate valuable leads, unveil exciting new products, or foster meaningful industry connections. Without clear objectives, your exhibition presence can easily lose direction, leading to missed opportunities and diluted impact. Be sure to align your efforts from the get-go! 

Step three: Train your staff 

An enthusiastic team of well-trained staff to represent your company at your exhibition is worth it’s weight in gold, trust us! Dynamic individuals who represent your company on the exhibition floor is paramount to making a lasting impression on attendees. Therefore, you should instil your staff with the latest product knowledge and your top lead capturing techniques. The science of engaging conversations comes into play here, as your team engages with attendees in meaningful and captivating ways to build genuine interest and connection. 

Step four: Start preparations early 

It is essential to start preparations early – not preparing is preparing to fail, as they say. Running in a marathon without adequate training is a recipe for disaster. The same applies to an exhibition, and we strongly advise against the perils of last-minute exhibition planning.  

Thinking an exhibition will fall into place at the last minute, is unfortunately a mistake many exhibitors make. Planning your exhibition well in advance allows for meticulous attention to detail, strategic decision-making, and ample time for creativity to flourish! You should start by creating a list which details every element that must be addressed in the planning stages of an exhibition, assign each task, and a deadline for each. Elements include your stand design and graphics, online company profile, literature/handouts, merchandise (if any), completion of mandatory health and safety and risk assessment forms, additional extras such as electricity and lighting, show preview adverts and editorial opportunities, social media content, set-up and staffing on the day/s… the list goes on. There are many factors which need to be considered to ensure you have a smooth run to a successful show and an impactful exhibition experience. 

Step five: Plan a compelling stand and collateral 

Compelling stands and collateral are the cornerstones of a successful exhibition, capturing the essence of your brand and captivating visitors from the moment they set foot in your space. They work differently, but are equally as important as each other. Allow us to explain… 

From strategic signage placement to impactful branding elements, optimising your stand layout, and the integration of interactive elements, an attractive exhibition space is crucial. Optimising your stand layout ensures a smooth flow of footfall and easy navigation, allowing visitors to explore and interact seamlessly. You might consider incorporating interactive elements such as touchscreen displays, product demonstrations, or interactive games to add an element of excitement and create a memorable experience. Don’t forget about preparing well-designed marketing collateral, too. Branded brochures, flyers, and business cards should work to effectively communicate your brand’s USPs, key messages and offerings. It might even include a discount code, too! Your copy and design of these materials need to grab attention, educate and entice your prospects to take action, after leaving your stand.. 

Step six: Tell people you’re going to be there 

In the build-up to an exhibition it is important to tell your customers and those attending the event that you will be exhibiting. Building excitement and generating a buzz before the event can significantly enhance your exhibition experience. By creating anticipation, you not only increase the chances of attracting your target audience but also ensure that those who are genuinely interested in your offerings mark their calendars and make time to visit your stand at the show 

This can be done via personal invitations via email, social media and targeted advertising. In the months leading up to the exhibition you should leverage the profiling opportunity by promoting all over social media that you will be at the exhibition – tagging in the event you are attending to reach a wider network. It’s not a secret, so go ahead and spread the word! 

Step seven: Time to shine 

Day one of the exhibition arrives and this is where it all comes together. All the hard work, meticulous months of planning, and strategic decision-making pays off. Well done, you made it! You will have considered elements such as a staff rota – detailing exactly who is manning the stand and when. As the exhibition doors swing open, it’s crucial to remember a few dos and don’ts. Do greet visitors with a warm smile, engage them in meaningful conversations, and showcase your product and/or services by leaving lasting memories. On the flip side, don’t be passive and wait for visitors to approach you; the hard work hasn’t ended yet. And above all, make sure you enjoy it. 

Step eight: Time to put your feet up? 

Not quite!. You can have the busiest exhibition and speak to hundreds of people, but if you don’t follow up on the contacts and leads you made whilst you’re fresh in people’s minds, what was the point? Collecting and qualifying leads goes beyond simply gathering business cards or scanning badges; it’s about the art of lead qualification, nurturing relationships, and following up with a personalised touch. Going the extra mile once your exhibition ends demonstrates your genuine interest in your prospects and solidifies your position as an expert in your field by providing valuable insights and addressing the information they supplied to you in person. If you’re wondering how to follow up an exhibition effectively – check out our 5 top tips here. 

Note that if you haven’t captured the contact details of those who visit your stand, it makes the follow-up process virtually impossible. It’s surprising how many exhibitors don’t capture their data at the shows and expect visitors to remember and contact them (even though they will have had many conversations and visited many stands on the day). So, you’ll need to consider how you will collate contact details and monitor leads generated – and ensure you do this on the day.  

Step nine: Measure success 

Exhibitions are so much more than just showing up; they’re about making informed decisions and maximising your return on investment. You need to understand the story the data tells to ensure your efforts were worthwhile. To gauge the impact of your exhibition, it’s crucial to track key metrics such as lead conversion rates, return on investment (ROI), and brand visibility. By analysing these metrics, you can assess the effectiveness of your strategies, identify areas of improvement, and make data-driven decisions for future exhibitions.  

Let’s elevate your exhibition potential  

As you can see, exhibitions are much more of a marathon than a sprint, but if you get the stages of the race correct, you and your business could hugely benefit from your exhibition presence. They have game-changing potential when they have a strong strategy behind them. At Sixothree Marketing, we are passionate about helping businesses unlock the full potential of their exhibition endeavours and have extensive experience in supporting our clients with their exhibitions.  

Don’t settle for a mediocre exhibition presence. We can provide full exhibition support services, from researching the best exhibition for you, to representing your business on the stand on the day. 

Ready to drive your business forward? Talk to us today about getting the most from your exhibition space, with our invaluable insights and guidance.