Updated- 26th March 2024

Exhibitions offer a unique platform for brands to engage with a diverse audience. From building a strong consumer base to reinforcing a brand’s position in the market, exhibitions have the potential to shape legacies and become pivotal in a company’s growth story.

The idea of participating in exhibitions is alluring, but the road to success often seems daunting due to the extensive preparations involved. The magnitude of tasks, ranging from trade show exhibit design and logistics to marketing and staff training, can be overwhelming. This can lead many companies to hesitate or refrain from participating in exhibitions.

To bridge this gap and make the journey more accessible, we’ve distilled the exhibition preparation process into an 8-step plan. This plan serves as a comprehensive roadmap, guiding businesses through each stage, from setting clear objectives to evaluating the performance post-exhibition.

Here’s a closer look at these eight essential steps:

1. Select a suitable show to participate in:

Before you plunge headlong into exhibitions or commit yourself to one, you need to be thoroughly sure that the exhibition you are participating in will derive anticipated results. There are plenty of shows held across the world, all year round. You must select a show based on the attendees, fellow exhibitors and most importantly your budget. Participating in a show without prior research won’t yield the desired results, hence make sure that the show you are participating in is the right one for your brand.

2. Book an ideal spot for your exhibition stand:

Once you have decided on the show, the next step is booking a spot at the fairground. Exhibition booths at a fairground are priced differently. Some spots are prime and others not so much. There are corner exhibition stands, and row stands, among others. If your budget permits, go for the island booth at the centre of the fairground as it is the most visited booth, second only to the one at the entrance. Depending on your budget, product, and preference, you can pick a spot. Tailoring your booth’s design to your chosen location will help ensure you capture the interest of attendees and make a memorable impact.

3. Shortlist a good exhibition stand builder:

A good exhibition stand designer and builder will help you put your best foot forward at the show. Entrusting your exhibition stand rental to the hands of a reliable and reputed exhibition stand manufacturer will ensure that your exhibit is top quality and embraces your brand ideology and marketing requirements. Inquire about companies in the location of your upcoming exhibition, review their trade show booth designs, and request price quotations. Choose a company with a strong reputation, preferably one that maintains their own facility to ensure on-time delivery and a high-quality end product.

4. Pick out the most lucrative exhibition stand design:

 Your trade show exhibit rental is the most important aspect of your exhibition presentation. It not only serves as a representation of your brand but also holds a significant role in drawing visitors to your booth. Select a design that is exclusive and eye-catching and aids in highlighting your marketing message. Your stand design must embody your brand image and help to increase brand recall value as well.

5. Arrange logistics and other necessary requirements:

 Exhibition stand planning and execution is not an easy task. Consider selecting a trade show booth design company that offers comprehensive services, including consultation, logistics, installation, and dismantling of your stand. If you’re unable to locate a company offering these services, you’ll have to organise logistics and hire labour to manage these responsibilities.

7. Sort out last-minute requirements:

 Exhibitions require a lot of planning since various elements come together to form a cohesive picture. Ensure you have ample marketing materials, giveaways, and other essentials prepared and stocked within your exhibition stand to avoid running out of these critical supplies. If you are planning to conduct user engagement activities in your exhibition booths, you need to prepare your staff in advance and stock up on necessary utilities.

8. Promote and market your show:

You need to inform your audience about your exhibition to ensure they visit you. Promote and market your event through advertising to increase footfall. You can even put up banners and posters on the fairground directing the visitors to your trade show booth. Actively promoting your stand through methods like print advertisements, flyers, and your own team significantly increases the chances of attracting the attention of attendees on the exhibition floor.

9. The value of pre-show marketing:

 Pre-show marketing is a strategy that you can plan months before the show. Use social media to create a buzz, and reach out to existing clients through mailers or on the phone. The dividends it provides are quite lucrative since you have greater control over your pre-show marketing strategy and can influence the number of visitors that show up at your exhibition stand. This benefits you in two ways; firstly, you can renew your business relationship with your previous clients, secondly, you considerably raise your online brand presence in the minds of other attendees.

10. Don’t forget to engage your visitors:

 Your trade show exhibit design is the first thing visitors see. It’s a fact that if your design isn’t captivating, people may not even visit. But retaining their interest after they have entered your exhibition stand is equally important. Enhance your booth with interactive elements that engage the senses, whether it’s through visual displays, tactile experiences, or auditory feedback. Beyond the allure of technology like virtual reality, don’t overlook the impact of hands-on demonstrations and promotional giveaways. Your staff can draw visitors in, too, like with a photographer giving tips for the perfect photo pose. By thinking outside the box on engagement, you’ll find plenty of ways to make your trade show booth a hit.

Bonus Tip – The most important tip is to start early and not leave things for the last minute. It will give you ample time for preparation and ensure that your show is a hit!

Conclusion

Participating in an exhibition is a multifaceted endeavour that requires meticulous planning and execution. From selecting the right exhibition and securing an ideal booth location to designing an attractive exhibition booth, engaging visitors, and promoting your presence, each step is critical to your success. By following these comprehensive guidelines and paying attention to the finer details, you can maximize the benefits of your exhibition participation and achieve your business objectives. Remember that preparation, engagement, and post-show follow-up are key to turning an exhibition into a fruitful venture for your brand.

Collaborate with Expo Display Service for eye-catching trade show booth rentals. Expo Display Service has over 4 decades of experience in exhibition stand design and construction, making it your most reliable exhibition stand builder in Europe. Our extensive online booth design catalogue is the largest of its kind! Using our Expo Stand Configurator, you can effortlessly find your ideal match in just three clicks. We possess the skills and knowledge to craft a stand that not only reflects your brand’s identity but also effectively showcases your products or services. We provide bespoke trade show booth solutions to tailor your booth to meet your specific requirements, branding guidelines, and exhibition objectives, ensuring it stands out in a crowded exhibition hall.