12 Tips for Exhibiting at a Trade Show or Conference
Network and connect with prospective customers, suppliers and other businesses within your field. Discover what’s happening within the market and what your customers truly think. And perhaps most importantly, get your business involved in the action to maintain and strengthen your brand and industry participation.
So, if you’re thinking about attending a trade show as an exhibitor, our preparation guidance can help you get the best out of your event, with our 12 best tips for exhibiting spanning before, during and after the show.
Key Talking Points:
There are many different types of exhibitions to attend, including consumer trade shows and industry trade shows. As a business-to-business specialist, Omnisity can support our clients with industry trade shows, such as:
- Manufacturing
- Packaging
- Construction
- Healthcare
- Food industry
- Technology
Some of the most prominent shows are held at venues like Olympia London, Excel London and NEC Birmingham, although smaller conferences are also held throughout the year.
It’s important to research and choose the right type of exhibition within your industry. This may be based on location, other exhibitors, or show size and footfall, so that the event you attend best aligns with your audience, market and business objectives.
This information can be obtained by getting in touch with event organisers.
You’ve booked your space – now to prepare for your exhibition and ensure it’s as successful as it can be.
1. Establish Goals – Firstly, you should lay out your objectives. What does a successful show look like to you? Who do you want to talk to?
2. Set Your Budget – You should also establish a budget for the exhibition. From renting your space to travel costs, exhibiting can be expensive and setting a budget can help you manage spend as well as calculate financial return.
Other preparations will involve producing your exhibition stand, promotional campaigns and pre-show marketing campaign.
3. The Stand
Your exhibition stand is one of the most important things to prepare ahead of the show. It’s key to capturing the attention of passersby, creating an inviting atmosphere and getting your message across.
Decide on the right type of stand – such as shell stands or portable displays. Working with a professional on your exhibition stand design ensures it will stick out for attendees and encourage them to engage.
4. Branding
Your brand should be consistent across all of your promotional materials, stand and clothing.
Branding not only conveys a professional image but helps to increase recognition and put your message across to consumers.
5. Promotion
Pre-show marketing is essential to the success of your show. Your audience must be aware you’re attending, where to find you and why they should come to see you. Promote the event on social media, your website and through word of mouth.
Find your pre-show marketing isn’t getting the traction it needs? Omnisity is a digital marketing specialist – we can help your message reach a wider, relevant audience online.
6. Marketing Material
Marketing materials may include brochures, business cards and more.
These should be professionally designed and branded so they remain informative and memorable – especially once out of the exhibition environment.
7. Visitor Engagement – Draw people in with engaging activities, promotions or even give-aways to meet as many new potential customers as possible. Hand out promotional items and materials and utilise QR codes that link to your social media or website.
8. Lead Details – Remember to capture the contact details of interested individuals, so you can keep in touch following the show.
9. Wider Networking Opportunities – You may also get the chance to network with press, bloggers and other individuals who could benefit your business.
10. Be Found Following the Show – Ensure your digital platforms, such as your social media and website, are working so customers can easily find you. Keeping active on your social media will also help your brand stay in front of your new audience – reinforcing recognition of your business and service.
11. Maintain Communication – Chase up the leads captured during the show. This doesn’t necessarily mean making a sales call, but to establish a relationship with the interested parties by keeping in touch after the exhibition.
12. Post-Show Analysis – Gather feedback from attendees and employees about the success of the exhibition. Don’t forget to track your Return on Investment (ROI) through keeping track of expenses and return – such as leads, sales and future opportunities. Remember, there may also be unmeasurable takeaways, such as industry insight.
Bring attention to your exhibition, increase footfall and improve the quality and quantity of leads – all with targeted marketing.
At Omnisity, we help you get the most from your 2026 exhibitions with expert digital marketing and creative services to support you before and after your event.
