Taking the lead

Businesses across the full spectrum of industry sectors have revealed that lead generation is the driving force behind their strategies for 2025 – and trade exhibitions are more integral than ever to the wider plan for growth.

A straw poll carried out by Smart Display has put new business generation, highlighting company expertise and differentiation from competitors at the top of brands’ performance goals for 2025. And trade exhibitions have been cited as an essential tool in achieving these key performance indicators, serving as an integral platform from which to forge connections, raise brand awareness and strengthen industry position.

“We are exhibiting at The Security Event, The Fit Show and Construction Week with a view to gaining new leads and increasing brand recognition,” says Alwyn Evershed, head of marketing at steel door manufacturer Metador. “We have increased our manufacturing capability for 2025 and have also increased certification in product ranges, and marketing to our end users emphasises the bespoke nature of our work.”

New to Smart Display for 2025, Metador approached our design team with a brief to create a stand that could be re-used across all three events to promote brand consistency and sustainability as well as maximising cost efficiency. The resulting stand design will be unveiled in a 12 x 3.5m format at the Security Event in April, before being reconfigured as a 8 x 7m stand at the Fit Show three weeks later and then reformatted again for brand’s 8 x 6m space at Construction Week Live in May.

“Our superior stand design and build is in keeping with our brand image,” says Alwyn. “As well as allowing us to showcase a number of full products, it differentiates us from our competitors and shows how we go above and beyond with our product offering through the aesthetics of our stand.”

As a fellow supplier of a niche industry product, Trime UK has also put its stand design at the heart of its trade marketing strategy. As a regular Smart Display client since 2023, the supplier of mobile lighting towers has maintained the core elements of its stand design for this year’s Executive Hire Show, while adding a creative new floor design to refresh its appeal.

“Our stand will be a central meeting place our sales and service team to interact with our clients,” says marketing manager Emma Cohen. “We need this to be a welcoming, open space with areas to discuss 2025 and beyond; a platform from which to meet our existing clients and speak to new ones.”

In line with its strategy of highlighting its expertise and expanding into emerging markets, fellow Smart Display regular Projex Solutions has literally taken its stand to new heights for the 2025 edition of Chem UK. The specialist in engineering design and project management has re-used its kit from previous exhibitions, but increased the height of the back wall to build its brand recognition.

“We wanted to create a stand that commands attention,” says managing director Jamie Ashton. “Our main goal when we attend a trade show is maximise our return on investment by achieving several strategic objectives; generating new leads, showcasing expertise, strengthening brand recognition, expanding partnerships, staying ahead of industry trends and putting our business in a position to maxmise growth opportunities.

“We have some new service offerings and sustainability initiatives for 2025, and we will be focusing on key developments that align with the company’s growth strategy and allow us to adapt to the evolving demands of highly-regulated industries in the UK.”

The synergy between both new and existing exhibitors across a wide range of sectors supports the overall trajectory for growth for trade exhibitions as a whole, as reported at the end of last year.

As one of Smart Display’s longest-established exhibitors – with a relationship spanning back over ten years – Cotesi is a niche supplier of bale twine, and has built upon its exhibition stand design and presence year after year as a matter of priority. The brand will be one of Smart Display’s first builds of the year when it returns to LAMMA later this month and, as always, the exhibition is integral to launching Cotesi’s new business strategy for 2025.

“Trade shows are essential when it comes to attracting more customers and drawing attention to our product,” says managing director Rui Marques. “Although we haven’t confirmed any other shows at this stage, we will be back at LAMMA marketing our full product range, including the new addition of ropes for safety at work.”

Are you looking to grow your business for 2025? Get in touch today to discuss how we can design and install an exhibition stand that puts your marketing strategy ahead of the game for this year and beyond #wemakeevents.