Our Experience Exhibiting at International Confex: Lessons Learnt From 2024

Exhibition Stand

Wow the Crowd with an Exceptional Exhibition Stand

When exhibiting, one of the main things you will need to think about is the kind of impression you want to make on your visitors. This will typically start with the first thing your visitors will see before even speaking to you – your exhibition stand.

As standard, a good exhibition stand should be as spacious as can be, not overcrowded with furniture or product samples, but with enough free space to move around and have conversations with prospective clients. While this might not always be possible depending on the size of your allocated exhibition space, it’s always good to keep the thought at the forefront of your exhibition experience.

Additionally, a well-decorated stand has more chance of standing out and catching attendees’ attention. Consider including relevant decor such as company photos or posters showcasing your company’s services and solutions. An occasional potted plant never hurt either — the more welcoming your space is, the better.

How we did this:

As this was our first time exhibiting at Confex, we had to make sure that we stood out among other exhibitors. We knew we wanted to personalise it as much as possible but we weren’t sure where to start. That’s when we remembered Rocket Exhibition Services, a stand-building company that exhibited at International Confex the year prior and liked the approach they took, so we decided to reach out.

We arranged a call with the Rocket team to discuss initial thoughts and insights for our stand. One of the aspects that we liked from Rocket’s Confex stand is that it was made of completely reused and recycled materials and had an open-plan layout which made it an ideal space for networking and showcasing their services. Upholding sustainability in the events industry is something team JET is very passionate about, so we wanted to incorporate a more environmentally friendly element for our exhibition space at International Confex.

All in all, we liked the majority of what Rocket incorporated into their stand and since we trusted them as professionals in the field, we decided to model our stand from theirs. After agreeing on the initial design for our exhibition stand, we could focus on personalising it to our branding and features. For example, in our meetings leading up to the event, we strongly believed we should incorporate a designated seating area where we could have 1 to 1 conversations with prospective clients. Throughout International Confex, the seating area proved to be a hit, with lots of attendees coming over to sit and chat about our registration solutions.

We got plenty of positive feedback on the stand overall. “We’ve had a lot of comments from people who have visited our stand, saying how good it is”, Matt, our Commercial Director commented in a case study Rocket Exhibition Services did. You can watch the full video here.

What we could improve on for next time:

While we received lots of positive feedback from visitors and clients, as a team we thought that one way we could improve for next time is by amping up the signage on and around our exhibition space. We noticed that, while customers knew what we did as an event registration supplier, some had a few more questions about our solutions and services. While we had iPads in place to use as visual aids in explaining JET’s services and solutions, looking back, it would be a good idea to add additional signage that visually depicted each of our solutions, with a short description of what it was and how it streamlined event registration for organisers and their attendees.

Engagement

Engage Your Target Audience

Once you’ve decided on the design of your exhibition space, the next step is to attract visitors. This involves creating engaging experiences that draw people in. There are several ways to achieve this, such as using interactive displays, product demos, branded games, or activities like competitions and prize draws. Ultimately, it’s not just about showcasing what you do, but also about how you interact with attendees and prospective clients. If attendees have a positive experience, they will likely remember you and your company over a competitor’s, for example.

How we did this:

Team JET knew we needed to include incentives to encourage attendees to visit us at International Confex. To do this, we followed a two-pronged approach:

 

• Branded Giveaway: To increase brand awareness, we handed out JET-branded Ocean Bottle water bottles, an eco-friendly alternative to the typical plastic options. Having branded water bottles that attendees can use every day is a great marketing approach to increase brand awareness. To avoid running out of bottles too quickly, we made sure to offer the giveaway bottles to only prospective and current clients.
• Competition: We ran a competition for our visitors, giving them the chance to win a discount on our registration services. To enter, attendees simply needed to fill in their details on our demo registration form.

What we could improve on for next time:

Overall, the giveaway was a success, as clients who qualified for an Ocean bottle were pleased with the product. It was a branded, high-quality item that could be used daily—something that is often valued at exhibitions. However, the competition didn’t generate as much interest as we had hoped. While some prospective clients provided their names and details to enter, the incentive didn’t spark as much enthusiasm compared to the appeal of receiving an item they could take home immediately. For next time, we decided that we would look into other ways to increase visitor engagement however, giveaways still seem like a strong choice.

Team

Deploy a Knowledgeable Team to Represent Your Organisation

Now you have your exhibition stand and engaging elements to go with it, you’ll need to think about the people who will be joining you at International Confex. If you work for a small company, perhaps you’ll want to include colleagues with the most knowledge of your products and services to help you exhibit on the day. Or, if your company is a lot bigger, you’ll likely need to streamline who of your team will be the best at explaining and essentially advertising your products and services to potential clients.

How we did this:

In our experience, we understood that having a good range of people from various departments would bode well for us on the stand since each team member could share their insights about our company with visitors. We had R&D, Sales and Marketing, Operations and Management helping in our exhibition space. As Confex is a 2-day event, we made sure to alternate which of our team members would be assisting on which days.

What we could improve on for next time:

Our two-day system worked well, with our knowledgeable team leading the exhibition. However, for next time, we could refine our approach by adjusting our team’s positioning. We noticed that certain areas attracted more attendee activity than others, so strategically placing our team in these high-traffic spots could enhance our engagement. We’ll keep this in mind as we plan for International Confex 2025 to make our exhibition experience even more impactful.

Training

Enhance your Exhibition Techniques with Additional Training

The last factor to consider when preparing to exhibit at an event like International Confex, is preparing your exhibiting techniques. Exhibiting isn’t always as easy as it sounds, it requires good communication and people skills, the ability to remain engaged for a long time… not to mention a lot of standing! So it is just as important to prep your team for exhibiting as it is preparing your stand and engagement.

How we did this:

Working in the events space, we are no strangers to attending exhibitions. However,

we wanted to make sure that all of our team members were fully prepped to exhibit on the day, so, before exhibition day, we organised extra training with an expert, Stephan Murtagh (The Exhibition Guy). He gave us a masterclass on the 7 Steps to Exhibition Success, which not only helped our team feel more confident but it also boosted their morale and teamwork.

What we could improve on for next time:

Now that we’ve mastered the basics of exhibiting, we’re ready to take things up a notch. We’ll be applying the valuable insights we’ve gained from Stephan Murtagh to improve our future exhibitions. That said, we think a refresher session could be useful before our next appearance at International Confex to ensure we’ve got all the useful tips and tricks fresh in our minds and ready to take on International Confex.

Final Thoughts and Future Plans

Looking back on our first time exhibiting at International Confex 2024, we’ve gained some invaluable insights into how to showcase our services and connect with prospects effectively. From designing an eye-catching stand to having a knowledgeable team on hand, we’ve seen what works well and identified areas for improvement. As we gear up for International Confex 2025, Team JET is excited to build on these lessons and take our exhibition strategy to the next level.