What is your experience with exhibitions?

[cockypea]

Hey all, just curious to hear how others are doing with exhibitions. I’ve never actually taken part in one myself (yet), but I’m starting to look into it as a possible way to get the word out about my business. I’ve got a bit of budget set aside – not huge, but enough to do something decent, I think. Still, I’ve no clue what’s really essential and what’s just flashy noise.

I’ve visited a few exhibitions before as a guest, and while some stands really pulled people in, others looked like they were just waiting for it to be over. So yeah – what actually works?

If you’ve done exhibitions or trade shows, I’d love to know: Was it worth it? Did you get useful leads or just sore feet? Anything you’d definitely do again – or absolutely avoid next time?

I’m especially keen to hear from small biz folks who’ve made it work without going over the top. Just trying to figure out if this could be a smart move – and how to do it right. Appreciate any real insights!

 

[Mark T Jones]

I've done several exhibitions, some more successful than others.

Like anything marketing, it starts with your core questions around what you are trying to achieve and who you are targeting.

My abject failures were local 'small business' exhibitions. Utter washout for me, but useful for others selling generic, low value goods and services.

I moved to exhibitions focused on my core markets - mostly hospitality, which have paid back, but never in the way I first anticipated

- walk-on end user enquiries resulted in nowt- despite some serious follow up.

- the noise around the exhibition generated some interest.

- mostly, the value came from connections made from fellow stall holders, but needs to be measured over a couple of years.

Different industries and different approaches will have different experiences

 

[FreddyG]

My abject failures were local 'small business' exhibitions. Utter washout for me, but useful for others selling generic, low value goods and services.

+1.

Big international fairs draw people with budgets. Local goofball fairs draw tyre-kickers! Big international exhibitions in NY, Hannover, Amsterdam, Las Vegas were a success, local stuff was a complete waste of time and money.

One of our regular gigs in the 90s was to represent UK and US publishing companies at EU trade fairs. UK companies often underestimate the importance of the big trade fairs and those without adult supervision turn up without a decent stand or with inappropriate literature - or in some instances, with no stand, no leaflets and no sales material whatsoever!

When you are at a big trade fair where some companies build indoor stands that extend over three floors and have their own TV studios and interview rooms, having a trestle table and last year's leaflets really is not enough!

Sadly, the UK has nothing to compare with the efficiency of the RAI exhibition grounds in Amsterdam, where a free shuttle bus takes visitors directly from the airport. The NEC does an OK job, but it is in Birmingham, a city that is not exactly a charming tourist attraction!

 

[Paul Kelly ICHYB]

Success at an exhibition depends on several things:

• Type of exhibition
• Exhibition audience
• Your business presentation
• Your product offering
• Engagement on the stand

Great products haven't worked at exhibitions due to poor execution.
Crap products have had busy stands because they attract and keep visitors.

The big issue I have seen is poor follow up - collecting lots of leads and not having the right follow up process. In this day and age, this is not forgivable.

 

[HFE Signs]

It will work well if your target audience is there and you have a well priced product that they need or want - it can be very expensive though

 

[MikeJ]

We used to do one or two shows per year, but we were in a very niche market. Sometimes half the visitors were existing customers, but that was an efficient way to spend a few hours with them rather than travel to their offices. Partly a marketing exercise, reminding people we were there and could afford to spend money on a decent stand.

About 10 years ago we opened one show in California with a parachutist landing in the middle of the outdoor drinks reception. One of our competitors said they felt like going home after seeing that.

 

[cockypea]

Thanks a lot for all the replies – super helpful already, and interesting how differently everyone seems to experience it. Just thought I’d jump back in and share a few thoughts as I go through your posts.

@Mark T Jones: Really appreciate the honesty. What you said about local small biz expos kinda matches what I feared deep down. I’ve seen those, and yeah – not exactly buzzing with high-quality leads. The bit about value from fellow exhibitors surprised me – in a good way. Made any connections there that turned into actual business, or more just good contacts for later? Curious how you made that work in practice.

@FreddyG: Mate, your “local goofball fairs” line had me chuckling – and also cringing a bit, thinking how easily I could end up at one. You mentioned success at the big fairs like NY and Amsterdam – were those wins mostly through direct leads, or more about presence and positioning? And if someone’s on a budget – like me – do you think it’s better to wait and save up for one of those, or do a smaller one as a learning curve?

@Paul Kelly ICHYB: Thanks for pointing out the follow-up gap – that’s probably where I’d mess it up if I’m not careful. Do you have a system you use post-show, or is it more about personal discipline? And what kind of engagement have you seen actually work at the stand? Like, are we talking giveaways, demos, conversations – or just being present and friendly?

@HFE Signs: Short and straight, appreciate that. You mentioned it can be expensive – have you found ways to keep it lean without it looking cheap? Curious where you’d say the money really needs to go – stand design, materials, staff?

@MikeJ: Okay, still not over the parachutist thing – absolute legend move. But seriously, what you said about existing customers makes a lot of sense. Ever felt like it was too much for just a “hello again”, or did those moments actually lead to more business? Also – if you don’t mind – how did you handle the stand? Did you brand it hard or keep it low-key?

 

[FreddyG]

@FreddyG: Mate, your “local goofball fairs” line had me chuckling – and also cringing a bit, thinking how easily I could end up at one. You mentioned success at the big fairs like NY and Amsterdam – were those wins mostly through direct leads, or more about presence and positioning? And if someone’s on a budget – like me – do you think it’s better to wait and save up for one of those, or do a smaller one as a learning curve?

Everything depends on what you are selling and who you hope to sell whatever it is to!

If you are looking for distribution for your widget, film, TV series, pepper sauce, magic new glue, or software package, having a stand at a local fair is about as useful as a week-old dead herring.

Local fairs are where you make contact with the local Rotarians and councillors. If that is your target audience - great! If you are making fresh pork pies or are running a microbrewery, a local clientele is vital - though I would have thought that taking samples to pubs and convenience stores a better use of your time and money.

But if you have built a new type of moving-head stage light and are looking for distribution in Germany, France, and the US, having a stand at a community centre in Scunthorpe may not yield the desired results! But the world of stage technology does beat a pathway to the Pro Light and Sound in Frankfurt once a year.

I was once looking for contacts within the media industry and I had attended various local events here in the UK, but these were always a total bust. I then went to the IBC in Amsterdam and found exactly what I was looking for. Their office was just 12 miles from ours!

 

[MikeJ]

@MikeJ: Okay, still not over the parachutist thing – absolute legend move. But seriously, what you said about existing customers makes a lot of sense. Ever felt like it was too much for just a “hello again”, or did those moments actually lead to more business? Also – if you don’t mind – how did you handle the stand? Did you brand it hard or keep it low-key?

The big ones were never a waste of time. We did a few smaller shows with mixed results, some were pretty good and others a bit of a disaster. The larger ones were at the Rai in Amsterdam, and we'd have a professionally built 7m x 4m stand with TV screens and four or five people on at any time. That meant a total team of seven or eight to allow for eating and catching up on emails, or visiting other stands. We used to pick an afternoon to have beer and snacks on the stand, inviting customers and other people in the industry to come along (closest analogy is - we were a soap manufacturer so we'd invite along the washing machine manufacturers). We'd have timed presentations with a schedule on the middle two days, which were always the busiest (the show ran Tuesday to Friday).

We'd also meet suppliers there. That initially annoyed me, as they were using a stand we'd paid for to sell us things but you have to look at it as another business opportunity, either to find a cheaper supplier or a better raw material. Oh, and about 5-10% of our visitors were people trying to get you to come to their upcoming exhibition.

I'd visit a few to start with, see what people are selling and how they're going about it. One of the guys in our industry stopped taking a stand, but instead organised a canal boat evening in Amsterdam. They'd invite people ahead of time, and also have people walk the show to see who was there that wasn't invited. That's a risky strategy, but if it works can be really effective. The thing about a canal boat is you can't walk out if you're bored...

 

[BusterBloodvessel]

Many great points above. It is a little tricky without knowing your industry/business or the kind of exhibitions you're considering. Some thoughts below - I appreciate I am repeating some of what's been said above!

We exhibit directly at the big fairs for our industry in Frankfurt every other year, then Las Vegas (that's a fun one!) annually and more recently in Dubai too. These are generally good for finding new potential distributors in key markets. There is a case of separating the wheat from the chaff, you will get plenty of wannabe's there claiming to be bigger than they are or feigning interest just for the purposes of a free sample. But you occasionally uncover a nugget of gold. One word of warning, you do tend to come away full of enthusiasm because you've got 20 huge leads in your pocket - very few of them come to anything! Some can seem full of interest on the day then never reply to your emails, others will claim they can spend £10m a year but want to place a trial order for £100, an alarming number of them will give you a business card with an email address and/or phone number on that doesn't work at all (honestly!). But don't be disheartened, that's the way it is and it can take time. My boss has a rule of thumb that if you commit to an exhibition you need to do it at least 3 times to decide if it's worthwhile and I think there's some mileage in that thought process. Some people will just miss you first time round, or perhaps not take you seriously until they've seen you here and there a few times. Others will be interested but genuinely just be busy with other stuff and then will appear at your stand the following year proclaiming "I'm glad you're here, let's get this moving!"

As mentioned above don't underestimate the relationships with fellow exhibitors. As much as anything it will keep you sane having people to have the craic with while you're actually at the show, to watch your stand for 5 minutes etc but plenty can come from it too. Recently in Dubai, by chance the stand next to us was a company in Italy and in getting chatting they were struggling to manage a line we can source - the sales guy manning the stand put me directly in contact with their product manager and now it's looking like we'll do something! Similarly a couple of years ago I did a smaller trade show and was next to somebody that sold products we supply, but that they sourced elsewhere. We just had a laugh and a bit of banter over the course of the show about why their product was better than ours and vice-versa, and a bit of sneaking product onto each others stand when backs were turned. This continued over the course of 2 or 3 similar exhibitions and we got to know each other quite well - recently they had issues with their existing supplier, and guess who they've picked the phone up to right away?

As well as the "big" exhibitions there are smaller "local" shows usually done on behalf of, or alongside, our customers. I.e. showing our products to THEIR kind of customers. We don't, on the face of it, get anything from these and it's very difficult to quantify the return, if any. These are much more of a slower burn brand-building exercise hoping it supports our distributors' sales. And again there is the relationships with all the other exhibitors who are generally in the same boat (the second example I gave above came through these kind of shows where ourselves and this other company kept appearing at the same ones).

 

[HFE Signs]

@HFE Signs: Short and straight, appreciate that. You mentioned it can be expensive – have you found ways to keep it lean without it looking cheap? Curious where you’d say the money really needs to go – stand design, materials, staff?

The expense is the size of the stand at any particular event, I wouldn't advise on going cheap on anything if you're investing in a stand.

 

[ethical PR]

Hey all, just curious to hear how others are doing with exhibitions. I’ve never actually taken part in one myself (yet), but I’m starting to look into it as a possible way to get the word out about my business. I’ve got a bit of budget set aside – not huge, but enough to do something decent, I think. Still, I’ve no clue what’s really essential and what’s just flashy noise.

I’ve visited a few exhibitions before as a guest, and while some stands really pulled people in, others looked like they were just waiting for it to be over. So yeah – what actually works?

If you’ve done exhibitions or trade shows, I’d love to know: Was it worth it? Did you get useful leads or just sore feet? Anything you’d definitely do again – or absolutely avoid next time?

I’m especially keen to hear from small biz folks who’ve made it work without going over the top. Just trying to figure out if this could be a smart move – and how to do it right. Appreciate any real insights!

What do you sell and who's the target audience for your services /products .

 

[cockypea]

@FreddyG: That dead herring line genuinely made me snort. Cheers for that. But yeah – point taken. I’m definitely not in the pork pie or Rotarian market, so your post hit me right in the decision-making gut. I hadn’t even heard of Pro Light and Sound before, but now I’m Googling it like mad. Mind if I ask – when you did IBC, did you go all in with a proper stand or test the waters first somehow? Just wondering if there’s any kind of halfway approach that doesn’t scream “budget amateur” but also doesn’t wipe me out financially.

@MikeJ: Okay, the canal boat strategy is either brilliant or borderline hostage situation – not sure which, but I kinda love it. That whole idea of having existing clients swing by and share a drink feels like the kind of thing I’d actually enjoy doing, not just “strategically tolerate”. Did you guys send personal invites ahead of time or just hope they’d drop by? Also, on the stand size – 7x4m is massive by my standards. If someone wanted to do, say, a 2x3m but still not look sad – is that even possible in a place like RAI, or does it just get swallowed?

@BusterBloodvessel: Bloody hell, you nailed so many of the things I was half-worrying about. Like the phantom leads and magical £10m buyers who vanish once they’ve got a sample. Honestly it feels like some twisted version of Tinder. Swipe, chat, disappear. I like your boss’s “do it 3 times” rule – makes the whole thing feel more like farming than fishing. Slow build, repeat exposure, that sort of thing. Out of curiosity – how do you keep morale up between shows when most of those leads turn out to be vapor? And on the exhibitor relationships – love that example with the Italian company and the low-key supplier banter. That’s exactly the kind of organic stuff I’d hope for. Any tips on how to spark that without forcing it?

 

[MikeJ]

No, you can get away with a 2x3 at the Rai, but you're going to have some huge stands around you. That's ok if it fits your profile though. We've done small stands at other shows which involved me hand carrying a pop up stand to the exhibition.

The drinks thing was invites ahead of time, generally by email to those people we knew would be there with a "bring your colleagues along" message. That was more a "save the date" type message, and we'd follow it up when we were at the show. On a four day show, not everyone turns up for the first day and on the last day people are ready to go by lunchtime, so we were limited to one of the two middle days. One year we did promotional key ring bottle openers, and handed those out as a reminder to come round for a drink. We had a big distributor at that show and they did a similar thing for their customers, so we always made sure we didn't clash.

The last one I did was 2019, just after we'd sold the company. Our parent company had a stand that was twice as big but had about a quarter of the traffic that we got. They came to our drinks night, and my new boss was blown away by how effective it was.

 

[cockypea]

That whole thing you wrote about the 2x3 stand being viable if it fits your profile really got me thinking. I’ve been hung up on space = impact, but maybe it’s more like… space = context. So if you don’t mind me digging a bit deeper:

How did you make the small-format stands feel like they weren’t just an afterthought? Was it the people you had there, the visuals, the vibe – or maybe just how you carried yourself in the space? I imagine confidence plays a big role, even if you’re squeezed between the giants.

Also, that bit about hand-carrying a pop-up stand – love that image. Totally scrappy, totally real. Any standout tips on making those minimalist setups still look like you mean business?

On the drinks invites – honestly, gold dust. I like the two-phase approach: email as the soft opener, then follow up once you’re on the ground. Did you ever do anything more "analog" at the event itself? Like hand out flyers or have someone casually wander around with a tray and a smile?

And man, the key ring bottle opener as a physical nudge… genius. Did you find those kinds of small, useful giveaways worked best? Or was it more about how you tied them into the experience?

Your 2019 anecdote cracked me up – the parent company with twice the space but a quarter of the action. Did they ask you what your secret was, or just quietly sulk with their branded stress balls?

Final one (for now): If you had to do just one thing differently from the start – something small, not a total rethink – what would you tweak?

Really appreciate your time, by the way. These insights are gold, and I’m learning a ton from how you approach this stuff with both strategy and actual humanity.

 

[FreddyG]

@FreddyG: That dead herring line genuinely made me snort. Cheers for that. But yeah – point taken. I’m definitely not in the pork pie or Rotarian market, so your post hit me right in the decision-making gut. I hadn’t even heard of Pro Light and Sound before, but now I’m Googling it like mad. Mind if I ask – when you did IBC, did you go all in with a proper stand or test the waters first somehow? Just wondering if there’s any kind of halfway approach that doesn’t scream “budget amateur” but also doesn’t wipe me out financially.

I just went to the IBC at the RAI in Amsterdam to go shopping for technical kit. (Technical Kitt - Gadd, how I loved that woman!)

And that's the important aspect of the large international fairs. People go there to complete their shopping lists for big-ticket items. Yes, you get the tyre-kickers - and then you get some people spending thousands - and some spending millions.

Most people have already more or less decided what this year's budget for whatever you are selling will be, but they want to see it "up close and personal" and then they'll decide when they get home/back in the office.

Stand size - depends on what you are selling. I was usually representing huge publishing houses like United Newspapers or EMAP. These had the smallest stands - hey, it's just one small trade magazine, so a simple small table on Magazine Alley will do! The easiest way is to call the office of these fairs and ask!

The best small stand is usually one of those flight-case type of stands that fold up. Never leave anything of value overnight as the security staff are often light-fingered.

@MikeJ: Okay, the canal boat strategy is either brilliant or borderline hostage situation – not sure which, but I kinda love it.

I once attended a film and TV show preview fair for RTL Television on a boat on the Rhine around Cologne. I jokingly told the organiser, "Well, if it gets boring, I suppose I can always just jump overboard!"

 

[Zynober]

I've been to a lot of exhibitors with different employers of mine. I've always really enjoyed trade fairs. You meet lots of professional people. I have to say, they were usually trade fairs in the B2B sector. Everyone knows each other, everyone knows what they want from you. You just have to explain the new things and present them to the others. The companies I worked for did this for years. More or less the same trade fairs every year. The innovations were presented every year. It was always very well received and the companies were very successful.
I think it very much depends on the sector you're in and where your goals lie. I can imagine that it's not so easy in every sector or that you have completely different experiences in the B2C sector.

From my experience, I can say that the more professionally you prepare for trade fairs, the better it is. This starts with the right trade fair stand, continues with motivated and knowledgeable employees and extends to training, preparation and follow-up. I wouldn't do anything that isn't in your field. Exhibition stand, promotional items, catering,... should all be done by professional companies. You should be able to concentrate on your own tasks on site. You should also keep an eye on your own planning in advance and not have to worry about so many other things.

My advice would be to either do it 100% or don't do it at all. A little bit makes no sense. You're not just putting in a budget, you also need a lot of preparation. An appearance at trade fairs also reflects the company. Everything should be organised professionally. Then you will also be perceived as professional by customers.
I think there is a great risk of losing a lot of credit here. If you're not properly prepared and don't represent the company in a good way, it can easy backfire.

 

[cockypea]

@FreddyG: Appreciate the perspective – and yeah, I get that duality of tyre-kickers and big spenders. Kind of like fishing in a very noisy sea. Your point about people showing up with budgets already decided but wanting the physical check? That actually reassures me. Takes some pressure off the idea that I need to “close” right there. Also – loved the bit about the small stands on Magazine Alley. It’s refreshing to hear that presence doesn't always need size to make sense.

@Zynober: Really liked your clarity on going all-in or not at all. That “little bit makes no sense” line hit me right in the planning brain – I’ve been guilty of trying to patch things together to save costs, but I see now how that could totally backfire. Your focus on outsourcing the stuff that’s not my core zone makes so much sense too. I’ve been toying with the idea of DIYing certain elements, but maybe the smarter move is to stay in my lane and let pros handle the polish. Quick one: how did your teams usually handle prep – like dry runs, internal demos, roleplay? Or was it more about briefings and trusting instincts?

 

[Chris Ashdown]

The NEC has many specific exhibitions every year, Its important that you pick a exhibition that will attract your potential customers rather than a general exhibition that covers wide range of of goods or services. Champagne gift prise for Business cards always a good idea better than the attendance list some exhibition's sell or give away. And if you do go put on a permanent smile and try talking to everyone who shows any interest, dont be shy or just sit on a staff looking bored

 

[merejildo]

We've had a similar experience, exhibitions can be hit or miss depending on the foot traffic and whether your product invites interaction. What worked well for us was having something small and engaging at the stand that people could try in under 5 seconds. We use tap-with-phone products (no apps, just NFC) and it genuinely helped break the ice.

 

[cockypea]

@Chris Ashdown: That champagne-for-a-business-card angle actually made me grin – feels a lot warmer and more memorable than just handing over a pen. Did you find people stuck around longer after dropping a card, or was it more of a quick “drop and run”? And when you say “talk to everyone”, did you literally mean working the floor all day, or pacing yourself so you’re not burned out by lunch?

@merejildo: The “5‑second hook” idea is gold. I can totally see how an instant, tactile interaction can drop the guard way faster than a long pitch. Did you find it worked equally well for browsers and genuinely interested prospects? And curious – did you build the NFC moment into a bigger conversation, or keep it short and playful so they’d lean in on their own?

 

[MikeJ]

Honestly always felt the "champagne for business card" idea was a waste of time. These days, unless you're specifically asking them to opt in to you contacting them after the event, you can't use the data anyway.

The five second thing is important. Assuming you've got someone opposite, most people will only look at your stand for 5-10 seconds. If you've not told them what you do in that time, then you've missed your opportunity. It's easier if you've got something tangible on your stand - if you sell mobile phones, then you can have dummy phones front and centre. If you're selling software or an app of some sort, then you've really got to sell them the benefit of that app which is much harder.

 

[cockypea]

Yeah, that’s a fair point on the champagne draw – sounds like it fills a bowl but not a pipeline.

On the 5–10 seconds thing, that’s both terrifying and liberating. Makes me wonder – when you had to pitch something intangible, did you find a killer one-liner that consistently worked, or was it more about reading the person and adapting?

Also, curious – for the “benefit-first” approach with software or apps, did you ever try using a bold visual or analogy instead of going straight into features? Thinking of ways to hook them before they drift to the next stand.

 

[Paul Kelly ICHYB]

1. Create a relevant item to give away e.g. free book.
2. Create a simple data collection page on your website to get their details and allow them to sign up to communication at the same time (easy to achieve if you have a newsletter system)
3. Create a poster/literature promoting the offer
4. Have a tablet and let them enter their own details - using double optin, control that they are real before getting the freebie

 

[cockypea]

That’s interesting – feels a lot more purposeful than the “throw swag at them and hope” approach.

Couple of questions for you: when you’ve done this, did you find people were happy to type their details on the spot, or did you have to coax them into it? And for the freebie itself – do you keep it super broad so anyone could want it, or make it niche enough to filter out the tyre-kickers?

Also, curious – do you ever build in a follow-up step beyond the double opt-in, like a quick thank-you email with a small extra value to keep them warm right away?

 

[Paul Kelly ICHYB]

were happy to type their details on the spot, or did you have to coax them into it?

Yes. You could also take a business card and enter it in yourself (with their approval).

do you keep it super broad so anyone could want it, or make it niche enough to filter out the tyre-kickers?

What is the purpose? To collect any old email address or people who have an interest in your product/area?

do you ever build in a follow-up step beyond the double opt-in,

Of course - you have to build a funnel to take people ona journey to buying.

 

[cockypea]

Exactly – that’s the crux: do you want a pile of random emails or a list of genuinely interested people? When you’ve done this, how do you keep it quick at the stand but still qualify them? If someone hands you a card, smiles politely, but clearly isn’t engaged – do they still go into the funnel, or do you let them drop? And for the funnel itself, do you plan a set follow-up sequence before the event, or adapt it on the fly based on what you hear in those first chats? I’m curious if you’ve found a sweet spot between efficiency and making sure the leads are actually worth nurturing afterwards.

 

[Mark T Jones]

I haven't read all the posts, so may have missed it, but the critical first question is what are you trying to achieve

- sell stuff on stand
- gather info / raise awareness
- built on existing relationships

The success curveball for me was network with other exhibitors.

Each of those requires a different approach - including pre-approach and follow up

What i suggest you dont want is a stand full of students and freebee hunters (from experience, education shows are dreadful for this)

 

[ZipserSir]

I agree with ethical PR.

The success of exhibitions depend on two things: the quality of the organiser and their ability to get quality visitors and exhibitors; and your ability as an exhibitor to participate!

Cheap out of the way stands can be as effective as huge multi-level all-singing destinations.

Generally speaking exhibitors tend to underestimate how important selling is. Most exhibitors think they are generating leads or raising interest, but if you aren't selling you are wasting your time.

Good luck!

 

[cockypea]

@Mark T Jones: that “curveball” of networking with other exhibitors really stuck with me. I hadn’t factored that in, but it makes total sense – half the people around you are in the same trenches, maybe even sharing customer bases. When you leaned into that, did you go in with a plan (like mapping out who you wanted to connect with) or was it more serendipity over coffee breaks and shared misery about the carpet? And on the different goals – sell on the stand vs awareness vs relationships – how did you decide which one was worth prioritising for you? I’m wrestling with the idea that trying to do all three at once might dilute the impact. Curious if you found that focusing hard on just one made the event feel more successful.

@ZipserSir: I liked your bluntness on selling. It’s easy to hide behind “raising awareness” because it feels safer than straight-up pitching. But you’re right – if no sales or at least solid next steps come out of it, then what’s the point? When you’ve done exhibitions, how did you balance being proactive without coming across pushy? Did you have a set way to qualify people quickly, or was it more instinct after a few minutes of conversation? Also, your note about cheap out-of-the-way stands being just as effective – any tips on making a smaller space stand out in a positive way without resorting to gimmicks?

 

[ZipserSir]

Listen and be prepared to trade.

 

[fisicx]

We go to screwfix live each year. It’s free and we take home tons of free stuff.

We see loads of tradies buying trolley loads of tools and equipment, mainly because there are lots of discounts.

The other great thing they do is you pay for everything (a bit like Argos) centrally and it all gets delivered the next day. As @ZipserSir said: a lot of it is down to the organisers.

 

[BusterBloodvessel]

Some of this does all depend on your market and the exhibition, which unless I'm missing somethign you haven't mentioned. To @fisicx point above, absolutely some shows are geared at selling there and then (I would say usually lower down the chain). For example we help some of our distributors with shows to garages/mechanics, who absolutely want a deal there and then on the day, and think they're billy big spuds if they spend £50 on a deal or a bulk offer.

But we also do the big international exhibitions where it's completely unheard of and would set entirely the wrong tone. Not really places where deals are "done" (although they might be used as a photo opportunity to claim as such - "here we are signing our distribution deal at the exhibition with a new partner in Turkey"... but that deal will have been 6 months in the making!). It's about strategy and plans with existing customers, finding potentials, initial conversations, perhaps some product demonstrations etc.

In fact at one of these exhibitions last year one company we know inexplicably put an offer up "place an order at the show for a chance to win a £50 Amazon voucher". It was laughable - this is the kind of show were people are looking for regional and national distributors spending 10's and 100's of thousands of pounds per year. Not where people rocking up with a scratchpad and pen to take orders. It did them no favours whatsoever, just (a) desperate for orders and (b) completely clueless about the market.

 

[cockypea]

@ZipserSir: That “listen and be prepared to trade” line hit me – simple but probably the hardest discipline in the chaos of a hall. When you say trade, do you mean literally barter value-for-value at the stand, or more like keeping your ears open for ways to swap contacts, info, even favours that build trust?

@fisicx: Screwfix Live sounds like a candy store for tradies – and I like the central checkout + delivery model, feels slick and stops people lugging boxes all day. Do you think that kind of streamlined buying setup could work at more B2B-style shows, or is it only viable when the expectation is “grab and go” discounts?

@BusterBloodvessel: Your Amazon voucher story made me laugh – can totally picture the mismatch. Do you think some exhibitors just panic and cling to retail-style gimmicks because they don’t trust the long game? When you’re in those big, strategic fairs, what’s your best move for signalling you *get* the market without overhyping? Something subtle you’ve seen land well?

 

[Zynober]

@Zynober: Really liked your clarity on going all-in or not at all. That “little bit makes no sense” line hit me right in the planning brain – I’ve been guilty of trying to patch things together to save costs, but I see now how that could totally backfire. Your focus on outsourcing the stuff that’s not my core zone makes so much sense too. I’ve been toying with the idea of DIYing certain elements, but maybe the smarter move is to stay in my lane and let pros handle the polish. Quick one: how did your teams usually handle prep – like dry runs, internal demos, roleplay? Or was it more about briefings and trusting instincts?

Sorry for the late reply, I was on holiday.

I would really only want to take care of the internal processes. Especially if you don't have any experience, you often feel overwhelmed at the beginning. You shouldn't stress yourself out with all the other tasks. If you're planning to attend more than one trade fair, find a professional stand builder and let them take care of everything from the design and construction to the assembly and dismantling of the stand. This is a great help and frees up time and resources so you can concentrate on your own things. Syma took on this work for us. You no longer have anything to do with the exhibition stand; you approve the design, discuss your preferences, and then a professional stand is ready at the exhibition when you arrive. This is very valuable because you still have many tasks to complete in advance. As you mentioned, you have to train employees, take care of the process, work out a concrete plan, etc.

Our preparation involved first selecting the employees who would be on site at the trade fairs. These were all employees who had been with the company for several years and really knew what they were doing. We developed a concept for what we wanted to communicate and then prepared for it. No role-playing or anything like that, just putting together information material and giving it to the employees so that everyone was on the same page. If you have external employees, you will probably have to provide more training, but if you have employees from your own company who know exactly what they are doing, then it's not that much effort.

 

[Mark T Jones]

@BusterBloodvessel: Your Amazon voucher story made me laugh – can totally picture the mismatch. Do you think some exhibitors just panic and cling to retail-style gimmicks because they don’t trust the long game? When you’re in those big, strategic fairs, what’s your best move for signalling you *get* the market without overhyping? Something subtle you’ve seen land well?

This is the one you really want to think about - a prime example of somebody's success being taken and replicated without context or purpose to become a failure

The easiest way to piss away a marketing budget with no return is to set of without being clear on your target audience, your aims and your onward process

 

[BusterBloodvessel]

@BusterBloodvessel: Your Amazon voucher story made me laugh – can totally picture the mismatch. Do you think some exhibitors just panic and cling to retail-style gimmicks because they don’t trust the long game? When you’re in those big, strategic fairs, what’s your best move for signalling you *get* the market without overhyping? Something subtle you’ve seen land well?

I think really the answer to that is following up on @Mark T Jones' point. I'm not sure there's an out and out way to specifically show that you get the market. But that will come across if your messaging & branding is concise & clear, and obviously targeted at the visitors (or main visitors) to the exhibition you're attending.

 

[fantheflames]

I’d recommend visiting a couple of exhibitions first before committing to setting up a stall. Take the chance to talk with some of the business owners already exhibiting so you can get a feel for what works and what doesn't.

Really a lot depends on the type of business you have and who you're trying to reach. For instance, if you're a consultancy, you'd probably not benefit from attending a wellness expo unless your services are directly relevant to that audience.

Expos can work really well, but you do need a clear plan going in. Your stand doesn't need to be huge at all, a 2m by 3m can work work if you know your purpose and have thought about what happens after the event. What do you want visitors to take away? And how will you follow up??

Popular expos can also be good for data capture if you have a strong offer, but remember, the goal is to connect people with your business. You don't want it to be just at the expo. Placement can really help too.

From my experience, corner stands or close to, and spots with high visibility are better. I learnt the hard way that a poor location can really hold you back, especially in larger expos!

You should have the option to look at the layout before committing to a stand, so I fully recommend doing that.

 

[cockypea]

@Zynober: That part about focusing only on internal processes really stuck with me. I’ve definitely been on the edge of trying to do everything myself, but your point hit: just because I can DIY parts doesn’t mean I should. I like how you laid out the logic – trust others with the structure, so you can go all in on your actual message. Out of curiosity: how early in your planning did you hand off the stand part? I’m worried about lead times, and whether leaving it too late kills the best options.

@Mark T Jones: That “replicating without context” line hit like a warning bell. I’ve caught myself eyeing other booths like “oh, that worked for them” – without asking why. Your take reminded me: just because it’s shiny doesn’t mean it’s strategic. You mentioned “onward process” – do you usually build that before you even book the stand, or let it evolve as prep unfolds?

@BusterBloodvessel: You made that “clarity signals expertise” idea land for me. I’ve been too focused on bells and whistles, but now I’m asking: can someone glance at my stand and get it in three seconds? Or am I making them work too hard? If you’ve seen a small stand that nailed this, what stood out to you – layout? Copy? A weird-but-perfect visual?

@fantheflames: Visiting first – such a good tip, and honestly one I’ve ignored so far. I’ve been so deep in the research rabbit hole, I forgot I could just go see. That whole idea of working backwards from “what do you want them to take away?” – that’s the reset I needed. On the layout: how early do you usually get access to the plan? And is placement something you negotiate, or is it more like “take what you get unless you pay up”?

 

[fisicx]

Went to an expo last month (was part of a car show). One of the stands was selling vintage style maps of iconic race tracks. His stand was covered in these maps all framed and shiny. It was the first stand you saw walking through the main doors. Because has was selling something really unusual and because of where his stand was and because payment was super fast he had queues of punters.

Then on the way back to the car everyone was asking 'where did you get that'.

A desirable product, properly displayed and in an eye catching location made him a lot of cash.

I've now got Silverstone on the wall of the garage

Silverstone Grand Prix Retro Circuit Map Poster Only

Known as the home of British Motor Racing the circuit was created on an old World War 2 Air base in 1947.Our artists has created a beautiful piece of artwork of this iconic motor racing circuit.The size of the poster is A1 which measures 594 x 841mm (23.4" x 33.1") and it is printed on high...

www.retrospeedstudio.co.uk