Exhibiting soon? Whether you’re launching a product, pushing your brand, or just showing the industry who’s boss — exhibitions can be a minefield.
But don’t panic. With the right prep and a few trade secrets, you won’t just survive — you’ll dominate.
This isn’t some fluffy, corporate blah-blah. It’s real advice from someone who’s done the graft, worn the lanyard, and still has the scuffed flight case to prove it.
Step 1: Research the Right Way (a.k.a. Don’t Wing It)
Before you book a stand, do your homework. Seriously.
🕵️ Exhibition Research Checklist
| Task | Why It Matters |
|---|---|
| Check if competitors are going | Avoid being neighbours with your arch-nemesis. |
| Study the event floorplan | Pick your spot like it’s beachfront property. |
| Browse the event website | Get intel on attendee numbers, themes, sponsors, etc. |
| Subscribe to the event newsletter | Get last-minute changes, guest speakers, and VIP updates. |
Top Tip: Events sometimes sneak in updates (new zones, schedule tweaks, surprise speakers). The insiders are the winners. Be one of them.
Step 2: Accommodation – Book It Like a Pro
This bit? Often overlooked. But it’s crucial to how your team performs.
- Book early. No exceptions.
- Stay within walking distance. Your feet will thank you.
- Use platforms like Airbnb, Booking.com, Hotels.com, LateRooms.
🚫 Rant Alert:
Nothing kills morale like a 6am alarm and a £30 cab ride. Treat your team right — comfy beds = productive days.
Pro Move: Add hotel deadlines to your event planning calendar. Avoid last-minute panic-booking some dodgy 2-star miles away.
Step 3: The Stand Survival Kit (Don’t Leave Home Without It)
This kit has saved my bacon more times than I care to admit. Print it. Laminate it. Worship it.
🧰 Must-Haves:
| Item | Why You Need It |
|---|---|
| Sellotape & Double-sided pads | Quick fixes. Emergency signage. Life-savers. |
| Scissors | No one ever brings them. Bring two. |
| Cable tidies / rubber matting | Keeps things safe. Looks pro. |
| Camera / good phone | Snap pics for socials, case studies, future promos. |
| Cleaning supplies | Fingerprints on displays = not the vibe. |
| Snacks & water | Fuel the crew. Avoid overpriced venue grub. |
Pro Move: Create a labelled “Survival Box.” Restock after every show. Future You will thank Present You.
Step 4: Dress the Part (No Stuffiness Allowed)
You’re not on The Apprentice. Ditch the suits unless your crowd expects it.
- Branded polos or shirts + jeans/chinos = Smart but human.
- Comfort > Formality. You’re on your feet all day.
Why It Works: People buy from people. If your team’s relaxed, visitors will be too. Keep it chill, but sharp.
Step 5: Setup Like a Veteran
The venue might be chaos. You don’t need to be.
- Arrive early. Claim your space.
- Bring backup. Stands always take longer than planned.
- Use trolleys. Some venues = miles of walking.
Setup Essentials:
- 📋 Team briefing notes
- 🔌 Power extension leads (you’ll need more than you think)
- 📐 Floor plan printed and highlighted
Step 6: Pre-Show Hype (Start Early, Shout Loud)
If your first announcement is on show day, you’re already behind.
🎯 Marketing Checklist (Start 3-4 Months Out)
| Platform | What to Do |
|---|---|
| Website | Landing page or blog post — include booth number + dates. |
| Blog | SEO juice: event year + product teaser. |
| Twitter/X | Use event hashtags. Engage with the official account. |
| Behind-the-scenes, team intros, teaser content. | |
| Show the people behind the brand. Post updates regularly. | |
| Announce attendance + give a reason to visit. Promo offer? |
Example Post:
“We’re at Stand XYZ at [Event Name]! Pop by for a sneak peek at our latest video brochure magic — and yes, we’ve got freebies. #EventHashtag”
Bonus Move:
Run a pre-show comp. Offer something unique to your biz. Branded beats generic every time.
Step 7: Pick the Right People (The Human Factor)
Forget titles. You want charisma, not job roles.
- Friendly AND knowledgeable = gold dust.
- If your product’s complex, bring the engineer or designer — not just sales.
- Think social: Who do people naturally gravitate to at work events? Bring that person.
Step 8: Swag That Sizzles (Not Landfill Fodder)
Giveaways are conversation starters. Don’t cheap out — or overdo it.
🎁 Smart Swag Ideas
| Product | Why It Works |
|---|---|
| USB sticks | Useful. Your logo sticks around (literally). |
| Branded bags | Walking billboards. Great for events with loads of swag. |
| Sweet tins | Quirky. Memorable. Keeps you top of mind. |
| Lanyards | Functional and visible all day. |
| Pens & notepads | Yep, they still work. People love ‘em. |
Pro Move: Have two tiers of swag.
- Visitors with real interest → Premium freebies.
- Freebie hunters → Branded bag. They’ll still market for you.
Step 9: Go Loud During the Show (Real-Time Rules)
Don’t fade into the background once the doors open.
- Post booth selfies, team pics, crowd shots.
- Share short videos or go live with demos.
- Tweet hourly if you can. Keep the buzz alive.
📲 Example Social Post:
“Coffee. Chat. Free swag. We’re at Stand XYZ and ready to roll! Come talk all things [insert your thing]. #EventHashtag”
Tip: Assign someone to own social during the event. No one else? Hire someone just for this.
Step 10: Follow Up Like a Pro (This Is Where You Win)
What happens after the show separates the pros from the amateurs.
- The person who met the lead should do the follow-up.
- Call fast — ideally within 48 hours.
- Personalise: Mention what they asked, what you showed, or a moment you shared.
Post-Show Debrief Questions:
- What went well?
- What bombed?
- Who crushed it on the stand?
- How many legit leads did we generate?
Bonus Hack: Run a fun internal comp — most converted leads = lunch on the boss. Motivation works.
✅ Quick Recap: Exhibition Stand Success
| Step | Focus Area | Key Takeaway |
|---|---|---|
| 1 | Exhibition Research | Know your rivals, the layout, and the event schedule before committing. |
| 2 | Accommodation | Book early and stay close. It affects your team’s energy and morale. |
| 3 | Survival Kit | Bring essentials like tape, scissors, snacks, and cleaning supplies. |
| 4 | Dress Code | Smart-casual wins. Relaxed, branded, and approachable is the way to go. |
| 5 | Stand Setup | Arrive early, bring help, and have a plan. Setup takes longer than you think. |
| 6 | Pre-Show Marketing | Build buzz 3–4 months out. Use email, social, and your website. |
| 7 | Team Selection | Bring people who connect well — not just your top sales reps. |
| 8 | Promo Products | Offer tiered giveaways — useful, memorable, and brand-aligned. |
| 9 | Live Marketing | Stay active on social. Share photos, updates, and giveaways in real time. |
| 10 | Follow-Up | Contact leads quickly, personally, and reference your stand interactions. |
🎁 Need Awesome Giveaways for Your Stand?
We’re not promising you’ll go viral or land 1,000 leads.
But with smart prep, good people, and giveaways that actually work, you’ll turn heads — and have a blast doing it.
From branded USBs to sweet tins, tote bags, and more, we’ll help you pick the perfect promo gear to get people talking (and walking around with your logo).
👇 Use the form below to tell us what you need. Whether you’ve got a full brief or just a rough idea, we’ll get back to you with a quick quote and zero fluff.
Let’s make your stand unforgettable.