Top Tips for Exhibiting Success: Insights from the Experts
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At the recent panel hosted by Selling Savvy at the End of Summer Party, industry leaders came together to share their strategies for maximising success as exhibitors at trade shows. This panel offered a wealth of insights, covering everything from pre-show preparation to effective lead follow-up, ensuring exhibitors get the most from their investment. Below are the key takeaways from the session.
1. Prepare and Motivate Your Team
Alistair from Clownfish Events emphasised the importance of staff preparation. With exhibitions requiring a significant investment of time and money, ensuring your team is equipped with clear goals is essential. He introduced the idea of a "scorecard," a tool to break down the desired number of leads per team member, per hour, motivating staff with a sense of competition and purpose. Having the same staff across both days of a show allows them to gain momentum and improve performance.
2. Create an Interactive Stand
Scott, from Immersive AV, highlighted the success of their immersive and engaging stand at International Confex, where they won silver for Best Stand. Moving beyond static displays, they introduced interactive elements like a digital escape room and safety training, which drew people in and encouraged meaningful engagement. Interactive elements, Scott stressed, can significantly boost footfall and lead generation.
3. Qualify Leads Effectively
Lee Dalton from Roda UK focused on the importance of quickly qualifying leads. By identifying whether a visitor’s project aligns with your company's strengths and geography, you can avoid spending time on unsuitable leads. Preparing a set of key questions helps your team assess the potential fit and ensures productive follow-ups.
4. Avoid Wasting Money on Ineffective Merchandise
The panel was unanimous in their agreement that traditional branded merchandise—such as mugs and pens—often goes to waste. Instead, Scott and Alistair recommended investing in unique, useful items like travel adapters or fun branded socks, which attendees are more likely to use and remember. Digital solutions, like NFC business cards and digital brochures, were also praised for their practicality and novelty.
5. Use Pre-Show Marketing to Drive Traffic
Alyssa from Electric Cat Productions stressed the importance of pre-show marketing to build awareness and generate traffic to your stand. Using social media, email marketing, and event apps to arrange pre-scheduled meetings can help ensure that you're starting the event with a full diary, maximising opportunities from the outset.
6. Make the Most of Post-Event Follow-Up
The panel concluded that post-event follow-up is critical. With leads gathered from the show, it’s essential to personalise your follow-up and maintain relevance. Tools like event apps that track interactions can provide invaluable insights into attendee interests, helping exhibitors tailor their communications and improve conversion rates.
Exhibiting at trade shows requires thoughtful preparation, an engaging presence, and a strategy for long-term lead nurturing. By implementing the panel's advice on team preparation, stand interactivity, lead qualification, and marketing, exhibitors can ensure they maximise their investment and achieve real results.
As we look ahead to International Confex 2025, now is the perfect time to start applying these strategies. Register today to take advantage of industry-led content and ensure your business makes a lasting impact at the show.