Tricks of the trade: the beginner’s guide to exhibiting

Having been valued at bringing £9.4bn worth of trade into the UK every year*, there’s no denying that UK exhibitions are big business. Whatever your trade, the prospect of setting out your stall and letting a host of potential customers come to you is a marketeer’s dream… but how do you ensure that a potentially costly outlay reaps the necessary rewards to make it worthwhile?

For first-time exhibitors, the world of the trade show can be daunting. With just a two- or three-day window to achieve results, the pressure is on to justify the cost of an exhibition presence in terms of both time and budget. With careful preparation however and a few insider tricks of the trade, you can arrive at your venue armed and confident that your business can feel the benefits of your event for weeks and even years to come.

Do your sums

The cost of booking space, paying for a stand build, travel, accommodation and taking staff out of the workplace can seem prohibitive to first-time exhibitors. As the allocated budget for a three-day event escalates into the thousands, would-be exhibitors could be forgiven for questioning how many sales would have to be secured to cover the cost of a trade exhibition.

The value of a trade show however cannot be measured solely in terms of firm sales. While a fortuitous chance meeting could well lead to a big contract that more than covers the cost of your stand, it’s worth considering how many other benefits come with a three-day show presence;

Brand reinforcement – compare the cost of your stand to a display advertisement in your local press for example. Your real-life presence in front of a highly-targeted and engaged audience for three days offers far more exposure than a regular advert within your chosen medium.

Client relationships – how often do you travel out to see your most valued clients? Hours out of the workplace, mileage and the potential cost of taking customers out to dinner can all be off-set against seeing everyone on your books at one venue across three days.

New business – this is the big one. Having a presence at an event that is relevant to your trade puts you in front of a host of potential customers who may otherwise be unaware of your business. Your exhibition presence is equivalent to hours of cold-calling and extensive advertising, and the effects can last for years.

Data capturing – Most contemporary exhibition organisers offer an app which allows you to quickly and easily gather the contact details of every visitor to your stand with a quick scan of their badge. In line with GDPR guidelines of course, this is a valuable tool when it comes to direct marketing in the weeks and even years after your exhibition.

The competitive edge – Quite simply, if you are considering an exhibition, your competitor is probably already there. And if you are offering a similar product to the same target customer, the only supplier to capture that sale will be the one with an exhibition presence.

IN THEIR WORDS: “Our stand had already paid for itself halfway through the first day due to the footfall we had to the stand. It was the first thing everyone saw when they walked into the hall, and it did the job of attracting visitors to our stand. We’re definitely using it again next year.” Aidan Boyle, head of civil engineering, MJ Church, speaking at Highways UK 2023.  

Make a stand

Once you have decided to take the plunge into the world of exhibitions, your first consideration should be your stand. From its size and location to its orientation, look and features, your stand is your platform to network, your product showcase and your shop window into everything your business can offer.

Early booking will offer you the best pick of locations, so pay close attention to the floorplan. Think about how visitors will naturally navigate around the halls; seminar theatres are always well-frequented, as are refreshment areas and any special show features such as a giveaway area. Ensure that the open side of your stand faces the oncoming flow of footfall to give you the best chance of stopping potential customers in the tracks.

Once your stand space is booked, it’s time to get creative. A professional exhibition stand builder such as Smart Display can work with you to bring your ideas to life with the input of years of expertise to blend flair with function. You may want to demonstrate machinery, but have you thought about concealing your power supply? You want your stand to stand out above the rest, but are you sure your design is within the venue’s height restrictions? Smart Display can take care of everything, ensuring every aspect of your stand functions seamlessly so that you can concentrate on doing business.

Having designed and installed stands across all sectors and all over the world for over a decade, we have a wealth of experience to blend flair and function. We can make suggestions that you may never have thought of, and execute everything ourselves with no third-party contracting thanks to our in-house print and lighting studio and full warehouse of skilled craftsmen.

IN THEIR WORDS: “We used Smart Display for our stand at Offshore Europe and they couldn’t have made our lives easier. They took care of all the extras; electrics, carpeting and so on, communicating at each point. The finished result was very professional and eye-catching and I would thoroughly recommend them.” Helen Dove, UK proposal & business support co-ordinator, Doris Group speaking at Offshore Europe 2023.

Prepare to succeed

The number one mistake made by first-time exhibitors is the presumption that simply booking a stand is enough. While your show organiser will be working hard to attract visitors to the event, your stand is your platform and it’s your job to maximise its potential.

As soon as your space is booked, make sure your email signature features the event dates and your stand number. Invite all of your current customers to attend the event and target some new faces too. Been chasing a prospective client for some time? Now is the time to extend an invitation to your stand and talk business.

Social media can be a useful tool when it comes to promoting your presence. Tag in the name of your event so prospective attendees become aware of your brand name. Smart Display offers marketing support as standard with its stand design and installation, and will actively promote and share your attendance in the lead up to your event.

Keep ahead of the game

A quick look at your event’s exhibitor list will tell you which of your competitors are also exhibiting at your show. Smart Display will take your key competitors into account, being sure to avoid any colours or branding that may be associated with your main rivals. Appointing a dedicated and experienced stand builder will ensure that your stand attracts attention over that of your main competition, and tricks of the trade such as interactive features and hanging banners will give you the competitive edge.

IN THEIR WORDS: “If I was in a competitor’s shoes looking at our stand, I would have felt envious. The quality of the leads and the potential business that we secured means that the stand has already paid for itself.” Jamie Shaw, co-founder at OMS Lubritek speaking after Interplas 2023.

Host with the most

First impressions count, so take some time to consider the team you are taking to your event. Even your strongest staff may not be naturally outgoing, so prioritise those with a naturally welcoming demeanour who are happy to interact with strangers for three days straight. If you are in a niche sector, it may also be worth having someone on hand with the knowledge and expertise to answer technical questions or give demonstrations.

Stands and aisles can become busy, and it can be difficult for potential visitors to identify who is hosting your stand. If you do not wish to wear company-branded clothing, a simply solution is to order some lanyards in your company colours to distinguish your team from the crowd. Got a specific message to get across? Are you looking for distributors or launching a new product? Order some badges and get that message in front of everyone you speak to without having to repeat yourself.

Giveaways can be a good way of getting your brand out there, but remember that most people are more environmentally-aware. Opt for a sustainable and re-usable tote bag with your company logo, a re-usable water bottle or branded mints. Plastic or disposable items are unlikely to win your any fans.

Finally, draw upon the expertise of a stand designer such as Smart Display to think outside the box when it comes to attracting footfall to your stand. In the past we have incorporate spin-the-wheel to win games, crack-the-code boxes containing a must-have prize, strength competitions and interactive graffiti walls. And our design team is bursting with more ideas, but they’re underwraps until you unveil them on the day.

IN THEIR WORDS: “Features such as games or interactive walls can add excitement and fun, but activities should be tailored to your brand message. Focus on something that really reflects your brand but is also different and engaging. Product demonstrations, touchscreens and virtual reality can all work well.” Craig Phillipson, MD at Shopworks and retail psychology expert.

Play the long game

You can rest assured when the show closes its doors that the Smart Display team will take care of the careful dismantling and removal of your stand and its transportation back to our headquarters. But did you know that we can also store your elements for future events, allowing you us to recreate your stand from one show to the next, reinforcing your branding and demonstrating your commitment to sustainability?

With the practicalities taken care of, your focus should be on following up on your leads from the show.

Take some time to look through your notes and prioritise your most promising contacts. If you have some really “hot” leads, the key is maintaining momentum with a call or email within days of the show ending. Tailor your message to the conversation you had at the event, and suggest a firm date to take the business relationship to the next level. Say thank you to everyone who took the time to visit your stand, include a link to your website and invite each recipient to follow you on social media, ensuring that you remain on their radar even if they are not ready for conversion just yet.

Even leads that don’t convert to sales immediately are potentially valuable in the long run. Add all of your new contacts onto your Customer Relationship Management (CRM) system, segmenting them if possible into a “show lead” division. As you prepare for your next event, you can keep in touch with your new contacts via social media, and even invite them to your next exhibition to build upon your relationship further.

IN THEIR WORDS: “We have worked with Smart Display since 2020 and find them so easy to deal with. The team created a bespoke stand for us that displays our products as well as possible, and re-using it at several live events throughout the year has saved us a lot of money. I would recommend.” Stephen Bromberg, managing director, Express Bifolding Doors, speaking at Homebuilding & Renovating Show 2024.

*Source: the Events Industry Alliance, 2022.

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