Book your exhibition space early! It’s always best to book in advance, as it will save you money and give you the opportunity to obtain the best location. If you haven’t exhibited at a show before then have a look at the areas, which will get the best footfall, generally around cafes are good as people congregate. The front entrance area is considered prime space but generally people like to get in and get their bearings. Main aisles are good for traffic; try not to get stuck out in a far-flung corner. The sooner you book the earlier you can start marketing and promoting your stand. Most exhibitions/exhibitors offer early bird promotions that can include press releases and products/services showcases. Planning is vital and planning ahead of time will pay dividends in the long term! 

I know we have mentioned this before but it’s vitally important you set yourself and the company targets. It maybe to sell a certain amount of products, gain a number of sale leads or new client contacts everyday. Make sure you follow these up and if needed produce checklists and assess what can be done better from day to day. Every show is different and as you get through the first day there will always be things to improve on.

It is fundamental that you remind your customers, clients and peers that you are exhibiting, create a buzz, use social media to promote your stand and provide updates on any new products and services you will be exhibiting in the run up to the show. Promoting your presence and offering incentives or running competitions before the show will help to ensure that when any potential customers arrive at the show, your stand is the one they visit.

Make sure your branding and message is clear. Consistency is key, use of the same fonts/styles and colours will give you a professional look and feel. If your stand looks like a jumbled mess, potential clients will think this is how your company is run. Clear, Consistent and Clean, keep it simple. 

Are you developing any new products or new services that you are looking at introducing? An exhibition or tradeshow is an ideal place to do so. The exposure will ensure your brand has awareness and it will give people a reason to come and visit your stand, make sure the new products/services also have lots of media coverage before you exhibit, social media is a good platform for this - build anticipation before you exhibit and people will be more inclined to visit your stand. It’s important that you incorporate fresh new ideas into your display every time you exhibit, if you are using a modular stand tweak it’s previous design and make sure it is appealing to the audience that will be attending the show. 

Take a bundle of business cards to the show, if your not happy with them then get some new ones designed. You have to make a great first impression, you only get a short opportunity to engage with potential clients and customers, make it count! Make sure you have plenty of literature, no sense running out after a day. Ensure your branding is consistent throughout the design of your business card, merchandise and marketing literature and stand design. It’s the attention to detail that will leave a lasting impression. 

Your stand must be engaging, as this will enable you to attract more visitors. Examples of ways to get visitors involved in your stand include: live demos, Plasmas or other interactive devices such as iPads, live social media feeds, camera booths - these will all help contribute when trying to create an atmosphere around the stand and make an impact at the show.