Attending a trade show is a fantastic opportunity for any UK business. You’ve paid for your stand space, you’ve chosen your staff, and you’ve got high hopes for leads and new connections. But many companies make one common mistake. They focus only on what happens during the event itself.
They show up, chat with a few visitors, and pack up at the end, hoping the contacts will call back.
But trade shows should not be a three-day event. They should be part of a much bigger plan that starts well before the first visitor arrives and continues long after the last handshake.
Trade shows and exhibitions are huge in the UK. According to the Business Visits & Event Partnership (BVEP), the events industry contributes £39.1 billion annually to the UK economy.
So, if you’re investing in attending, why not make the most of every moment?
Here’s how you can go beyond the booth and turn short conversations into long-term business success.
Before The Show – Build Buzz Early
The build-up to a trade show is just as important as the event itself. You would not open a new shop without telling everyone, right? The same logic applies here; if people don’t know you’ll be there, they might miss your stand altogether.
- Start By Using Your Social Media
Get the word out across your LinkedIn, Instagram, Facebook, or even TikTok if that fits your audience. But don’t just say, “We’ll be at stand A1.” Give people something fun and useful.
Example Posts That Work:
- A behind-the-scenes video of your team prepping the booth.
- A poll asking followers what they want to see at your stand.
- A teaser of a new product you’ll be showcasing.
- A custom hashtag like #EMSattheshow to track your journey.
This makes your brand feel approachable and excites people before they arrive.
- Send a Personal Email To Your List
You already have warm contacts, so now’s the time to reach them. A short, friendly email can work wonders.
For example:
“Hi Lisa, we’ll be at the Digital Business Expo in Manchester next month. Swing by stand B12 – we’ve got something new we think you’ll love (and the coffee’s on us!).”
This does not feel like a sales pitch. It feels like a personal invite.
- Share What People Can Expect
You can also post a short blog on your website about what’s happening at your stand. Let people know if you’ll have:
- A product demo.
- Free samples.
- Expert talks or presentations.
- Competitions or giveaways.
When people know what they’ll get, they’re far more likely to visit your stand.
During The Show – Create An Experience
Once the event begins, your stand becomes your brand’s stage. And in a busy hall of distractions, you’ve got only seconds to grab someone’s attention.
- Make Your Stand Visually Appealing
Most visitors say stand design plays a key role in deciding which booths to visit. Here’s how you can make yours stand out:
- Choose a clean, open booth layout – avoid clutter.
- Use bold graphics and clear branding.
- Add flooring to give your space a premium look.
- Include furniture like stools or soft chairs for longer chats.
At EMS Exhibitions, we provide a range of hire options, from shell schemes to custom-built stands, along with furniture, flooring, electrics, and graphics, all designed to make your stand inviting and functional.
- Use AV & Lighting To Pull People In
Sound, light, and screens can take your booth from ordinary to unforgettable.
Here’s what works:
- LED screens showing looping videos, live demos, or customer testimonials.
- Lighting that creates mood and highlights key products.
- Professional audio systems for presentations or video sound.
- Touchscreens for interactive browsing of your services.
And don’t worry if tech isn’t your thing. EMS Exhibitions offers AV hire, lighting, & LED screen setups, also on-site technical support. So, everything runs smoothly while you focus on your visitors.
- Give People A Reason To Stop
People are more likely to stop at a stand that offers something fun or engaging.
Try things like:
- A prize draw: drop a business card into a bowl to win something relevant.
- A live product demo, showing how it works, live and up close.
- An interactive game, even something simple on a tablet, gets people curious.
- A charging station, people love free phone charging, and it keeps them at your stand longer.
Small touches like these make a huge difference.
After The Show – Don’t Drop The Ball
This is where many businesses fall short. You’ve had great conversations, collected business cards, and packed up the booth… and then nothing happens. The moment passes, and so do the opportunities.
- Follow Up Quickly
Timing is everything. Reach out within 1–2 days while your conversation is still fresh in their mind.
Example message:
“Hi James, lovely chatting at the Design & Build Show. As promised, here’s that brochure I mentioned. Let me know if you have any questions.”
Keep it short, friendly, and relevant.
- Add Value, Not Just Sales Talk
Don’t go straight into a pitch. Instead, share something useful:
- A link to a recent blog post.
- A case study based on your conversation.
- An invite to a webinar or demo.
You’re building a relationship, not pushing a sale.
- Keep Up The Momentum On Socials
Share highlights from the event on your social channels:
- Photos of your booth.
- A thank-you post for everyone who visited.
- Short clips of your team in action.
- Tag new contacts (where appropriate).
This helps you stay top of mind and shows you’re active in your industry.
- Ask For Feedback
A short survey or a few follow-up calls can help you improve your next event. Ask what people liked, what caught their attention, and what you could do better.
You’ll gain valuable insight and show your audience that their opinion matters.
Why Work With EMS Exhibitions?
Planning a great event experience can feel overwhelming. That’s where we step in. At EMS Exhibitions, we support UK businesses with end-to-end exhibition services. From the shell scheme to the screen, we’ve got it covered.
Our Services Include:
- Shell Scheme and Booth Hire – Flexible and branded options.
- Custom-Built Stands – Designed and built to fit your goals.
- Display Boards – Perfect for presentations and product showcases.
- Furniture and Flooring Hire – Stylish, practical, and comfortable.
- Branded Graphics & Printing – Make your message loud and clear.
- Electrics and Power Setup – Fully tested and event-ready.
- Audio Visual Hire – LED walls, speakers, mics, and more.
- Lighting Solutions – Mood lighting, spotlights, and staging.
- Technical Support On-Site – Stress-free setup and smooth delivery.
Whether you’re preparing for a local trade show in Birmingham or a large exhibition in London, EMS Exhibitions is your go-to partner in the UK.
Let’s Make Your Next Event A Standout Success
A trade show isn’t just about showing up. It’s about showing off what your business can do. When you plan ahead, engage your audience, and follow through after the event, you’ll stand out long after the exhibition ends.
Need help bringing your ideas to life? Contact EMS Exhibitions today to discuss your next event. Whether it’s a shell scheme hire or a full AV-led custom booth, we’ll help you go beyond the booth and beyond your expectations.