Let’s start with why exhibitions matter. I’m not just talking about shaking hands and collecting business cards (although, sure, you’ll do plenty of that). Exhibitions are all about generating leads, building brand visibility, meeting potential customers/suppliers, keeping tabs on your competition and gaining valuable industry insight.
The buzz of being in a room full of like-minded professionals is hard to replicate. Expos have this way of supercharging your motivation and sparking ideas. They’re team-building gold. They’re marketing magic. They’re networking on steroids.
How to win the room
1. Do your homework
Before you even lace up your comfiest shoes, do some digging. Find out who’s exhibiting, which talks or panels are happening, and plan your route. Aim to spend about 10 minutes per target stand. If it’s a big expo, consider attending over two days.
2. Book appointments in advance
Identify your top 10 exhibitors and drop them a message beforehand. This simple move builds rapport early and helps you stay focused.
3. Announce you’re going
Shout it from the rooftops (LinkedIn, Instagram, and Facebook). Tag the event, use the hashtag, and tell people when you’ll be there. You’ll be surprised how many new connections come from just one post. Remember, it’s not just exhibitors who are worth talking to.
4. Dress the part (and wear your brand)
A branded polo or hoodie does wonders. People might not know your face, but they’ll clock your company. Oh — and don’t forget comfy shoes.
5. Arrive early, stay late, be flexible
The early hours are often golden — quieter stands, fresher faces. Be ready to adapt your plan on the fly. You never know who you’ll bump into or where a conversation might lead.
6. Don’t sell, just listen
Exhibitors are there to pitch, not be pitched to. Use your time to learn about them. Ask great questions, listen well, and gently steer the conversation toward what you do if it feels right.
7. Use social media on the day
Check in, post a selfie, comment on other updates. It makes you visible and memorable, and it’s another way to network.
8. Be unforgettable
Hand out a quirky postcard, wear a funky pin, or offer a giveaway. Do something that helps people remember you.
If you’re exhibiting: How to stand out in a sea of stalls
1. Pick the right event
Not all expos are the same. Visit a few before committing to one. Are your customers and competitors there? If yes, that’s your target.
2. Location, location, location
Book a corner stand if you can with more visibility and more foot traffic. Also, consider proximity to coffee shops, networking lounges, and entrances.
3. Design for clarity and impact
Keep it clean. Big visuals, fewer words, clear message. Bonus points for interactive elements like games, demos, or videos.
4. Bring the right team
Don’t go solo. A good team means someone’s always at the stand, someone’s always roaming the hall, and everyone’s wearing your brand.
5. Swag smartly
People love free stuff. Pens, mugs, notebooks, but make sure it ties into your message. Something useful & branded is marketing that keeps working long after the event.
6. Promote, promote, promote
Pre-event. During the event. After the event. Use social media, emails and newsletters to tell the world where you’ll be there. Ask for a speaker slot — nothing builds authority faster.
After the show: Don’t drop the ball
The exhibition might be over, but the work starts now. Follow up fast, within a few days. Send personalised emails, mention your conversation, and start building trust and your network.
Remember: staying on someone’s radar is the difference between a lead that dies and a deal that closes.
Expos are not about luck. It’s about strategy. Show up smart, stand out boldly, and follow through like a pro.
Let the expo magic begin...
hello@adam-bradley.co.uk and www.adam-bradley.co.uk
