Get Started with Exhibiting Your Business

Do you want to take your business to the next level and make a real splash in your industry? 

Exhibiting at trade shows and events is your golden ticket. 

But let’s be honest. The thought of setting up your first exhibition stand can be a bit intimidating, right? Don’t worry, you’re not alone. 

Every seasoned exhibitor once stood where you are now, wondering how to get started and where to really focus their energy. Whether it is picking the right event, designing an eye-catching display or simply knowing what to bring. The process can feel like solving a giant puzzle. 

But here is the good news: You do not have to figure it out all by yourself. This guide is packed with actionable steps, fun insights, as well as tips to help you set up your very first exhibition stand like a pro. 

Let’s roll up our sleeves and dive into how you can make your exhibition debut unforgettable.

Why Exhibiting is a Game-Changer for Your Business

The exhibition provides a unique platform to: 

• Generate Leads: Studies show that event leads have a 35% higher conversion rate than other marketing channels.  
• Network with Industry Professionals: Establishing connections can lead to partnerships and collaborations. 
• Build Brand Awareness: Your stand is your stage. A chance to tell your story. 
• Meet Potential Customers: Nothing beats the power of personal interaction. Understand customer needs and start building relationships in real time.

Fun Fact: Did you know that the first-ever trade show, known as “The Great Exhibition“ took place in 1851 in London and attracted six million visitors?

Additional benefits: 

• Media coverage:  several events attract the press, providing opportunities for publicity. 
• Competitive Edge: Stay ahead by observing competitors and trends in your industry. 
• Immediate Feedback: Get real-time reactions to your products or services from attendees. 

Common Challenges for First-Time Exhibitors

Starting out can be tricky. Here are a couple of challenges most new exhibitors face: 

• Standing Out: Competing with seasoned exhibitors can feel intimidating. 
• Navigating Logistics: From booking space to setting up, there are a lot of moving parts. 
• Design Dilemma: What should your stand look like? 
• Budget Constraints: How much should you spend on your stand? 

The good news? These hurdles are easy to overcome with the appropriate plan in place. 

Step-by-Step Guide to Getting Started with Exhibiting 

1. Define Your Goals 

What do you want to achieve from exhibiting? Clear goals will guide your strategy. Are you looking for:

• Generate leads?
• Launch a new product?
• Increase brand visibility? 

➤ Pro Tip: Keep your goals measurable. For example, aim to collect 100 qualified leads or schedule 20 follow-up meetings. 

2. Choose the Right Event 

Not all events are created equal. Research indicates that 70% of exhibitors generate their best leads from industry-specific exhibitions. Consider: 

• Location and timing: Ensure it aligns with your business calendar. 
• Audience Profile: Does the event attract your target customers?
• Event Reputation: Check testimonials and reviews from past exhibitors. 

➤ Extra Tip: Attend a visitor before committing to the exhibit to understand the audience and vibe of the event. 

3. Plan Your Budget 

Create a detailed budget that covers the following: 

➤ Pro Tip: Allocate 10% of your budget for unexpected costs. 

4. Design an Attention-Grabbing Stand 

Your stand should reflect your brand as well as attract attention. 

Key elements of a winning stand: 

• Comfortable space: Include seating for meaningful conversations. 
• Lighting: Bright and inviting can make a huge difference. 
• Interactive Displays: Engage visitors with touchscreens or VR. 
• Clear Branding: Use consistent colours and logos. 

Case Study: 

Volvo Penta wowed the crowd at th 2019 Sydney International Beat Show with a super cool floating exhibition stand. Designed by Expo Centric, the stand sat right on a floating dock and was built to show off their new D4/D6 Propulsion System. 

The stand was huge, 19 x 7.8 meters, and had a tall structure that stood 7 meters high. It proudly showed Volvo Penta’s logo, making it easy to spot even in a busy marina with over 300 exhibitors. This clever design helped them fetch attention right away. 

The stand was not just big. It was packed with amazing features. They had large LED screens showing videos and live demos. There was even a boat simulator where visitors could jump in and get a feel for their products. This fun and interactive setup drew a ton of people. As a result, Volva got lots of helpful feedback and made important connections in the boating world. 

This just goes to show how a creative plus well-thought-out exhibition stand can make a company stand out in a crowd. 

➕ Additional Idea: Incorporate sustainable materials into your stand design to appeal to eco-conscious attendees. 

5. Leverage Technology

Use tech to enhance your exhibition experience: 

• Event Apps: Use event-specific apps to connect with attendees and schedule meetings. 
• Social Media Walls: Display real-time posts from attendees. 
• Live demos: Showcase your product in action. 
• QR codes: Let visitors download your brochures instantly.

6. Engage Your Audience 

Exhibitions are just about interaction. Make sure your team is: 

• Ready to collect visitor details for follow-ups.
• Knowledgable about your services and products. 
• Friendly and approachable. 

To draw people in, it would be best to offer freebies or host a contest. For example, “spin the wheel” games can create excitement and attract foot traffic. 

➤ Interactive Tip: Conduct mini-workshops or Q&A sessions at your stand to engage attendees longer. 

7. Promote Your Presence Beforehand 

Get the word out before the event to maximise attendance at your stand: 

• Send email invitations to your existing leads and clients. 
• Use social media to announce your participation. 
• Collaborate with the event organisers for additional visibility. 

➕ Extra Strategy: Partner with other exhibitors for cross-promotions to expand your reach. 

8. Track and Evaluate Results 

After the event, measure your success by: 

• Comparing results to your original goals.
• Reviewing attendee feedback.
• Counting leads generated. 

It would be best to use CRM software to track the return on investment (ROI) from your exhibition efforts. Also, analyse which aspects of your exhibition strategy worked best and refine them for future events. 

A Real-Life Success Story 

Tech Innovations Inc., a small company that makes cool smart home devices, decided to showcase their products at a big event called the Consumer Electronics Expo (CES). They set up their booth in a great spot, right next to a well-known companies such as Amazon and Google. 

They showed off their gadgets with fun, live demos to grab people’s attention. This made visitors curious, and they stopped by to see what the company had to offer. The team talked to many potential investors and customers, answering questions and getting useful feedback. 

The results? Top-notch. After the event, they got tons of inquiries, formed new partnerships and even grew their business. On top of that, hearing from visitors helped them improve their products. This story shows how being part of the right event can make a difference for a business. 

Let’s Make Your First Exhibition a Success 

Are you all set to take the leap? At the EMS Exhibitions, we have been helping businesses like yours to shine on the exhibition stage for more than 25 years. From shell schemes and custom stands to AV equipment and exhibitor management, we have got you covered.

Contact our team today to start planning your exhibition journey. Together, we will create a stand that turns heads and delivers results. 

Call us at 0207 820 8006 or email us now to discuss your needs.