Exhibiting at a trade show or conference is an investmentโboth in time and money. Yet, too often, small business owners see it as just a branding exercise rather than a serious marketing opportunity. If youโve ever walked away from an exhibit wondering, โWas that worth it?โ then youโre not alone.
The truth is, success doesnโt just happen on the dayโitโs a strategic effort before, during, and after the event. Whether you’re a first-time exhibitor or a seasoned pro looking to get better results, this guide will help you turn your stand into a lead-generating powerhouse.
Before the Exhibit
Identify and Prioritise Your Top Three Reasons for Exhibiting
You may be exhibiting to:
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Gather qualified sales leads
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Promote new products
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Enhance your corporate brand
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Educate your audience
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Perform competitive/market research
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Attend educational sessions
Focus on these reasons when making strategic and spending decisions.
Set Strategic, Measurable Show Goals
Establish realistic goals based on your target market, expected show attendance, booth size, staffing, and budget. Predetermine how you will measure success after the eventโwhether itโs the number of leads generated, meetings booked, or brand awareness achieved.
Leverage Pre-Event Marketing
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Start promoting your exhibition attendance well in advance through social media, emails, and website updates.
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Offer incentives such as exclusive giveaways, free consultations, or live demos to attract attendees to your stand.
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Use the eventโs official hashtags and tag organisers to boost visibility.
Schedule Meetings in Advance
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Reach out to potential clients and partners before the event to schedule meetings at your stand.
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If the exhibition provides an attendee list, use it to identify key contacts.
Identify the Products or Services to Showcase
โNewโ is the most powerful word on the show floor. If you have new products or services, highlight them prominently to attract attendees.
Design an Attractive, Functional, and Uncluttered Exhibit
Keep your booth open and inviting. Use colour, lighting, and movement to attract attendees. Engage visitors with presentations, hands-on demos, and interactive elements.
Prepare Your Exhibit Staff for โShow Businessโ
Exhibiting is different from day-to-day sales. Train your team in booth etiquette, engaging with attendees, and delivering your key messages effectively.
Create a Lead Capture System
Decide how youโll collect leadsโwhether itโs through badge scanning, digital forms, or business cards. Use a quick pre-qualification system (e.g., rating leads as hot/warm/cold) to streamline follow-ups.
During the Exhibit
Have a Clear, Concise Message and Stick to It
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Your booth should immediately communicate what problem you solve and why attendees should choose you.
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Use pop-up banners with clear messagingโavoid cluttered designs.
Use High-Impact Graphics That Focus on Attendeesโ Needs
Plan your graphics to grab attention in under four seconds. Attendees should instantly understand what you offer and how it benefits them.
Host a Mini Workshop or Live Demo
Running short demos or workshops can position you as an industry authority and attract more visitors to your stand.
Engage and InteractโDonโt Just Stand There!
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Speak to everyone! Avoid closed questions like, โCan I help you?โ Instead, use open-ended questions that spark conversations.
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Motivate your team to stay presentโno hiding behind laptops or phones.
Use Social Media in Real-Time
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Share live updates, post behind-the-scenes content, and engage with attendees online.
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Tag new connections and use event hashtags to extend your reach.
Record All Critical Follow-Up Information
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Capture contact details, interests, and requested follow-up actions.
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Every lead should be recorded and classified to ensure nothing falls through the cracks.
Talk to Other Exhibitors
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Networking isnโt just for attendees. Chat with competitors, suppliers, and neighbouring exhibitors to uncover opportunities.
Leave the Selling for the Office and Focus on Relationship Building
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Most attendees are there to learn, not be sold to. Have meaningful conversations, exchange business cards, and schedule follow-ups instead of pushing a hard sell.
Have Fun!
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The more relaxed and approachable you are, the more likely people will engage with you. Enjoy meeting new people and learning about industry trends.
After the Exhibit
Follow Up Within 48 Hours
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80% of exhibition leads never receive follow-ups. Donโt be one of them!
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Contact your prospects through the agreed-upon method within a week.
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Follow up at least six times post-event, keeping in mind the necessary touchpoints to convert a lead into a sale.
Reconnect with Key Contacts on LinkedIn
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Send personalised connection requests referencing your conversation.
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Avoid immediate selling; instead, provide value and continue the relationship.
Repurpose Event Content
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Share post-event insights on social media, in blog posts, or even a podcast episode.
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Highlight key takeaways and showcase attendee engagement to extend the value of your exhibition.
Evaluate ROI and Lessons Learned
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Review your performance: How many leads did you collect? What worked well? What could be improved?
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Use these insights to refine your strategy for the next exhibition.
Exhibiting can be a game-changer for your business, but only if you approach it with the right mindset and strategy. By setting clear goals, engaging attendees, and nailing your follow-up, youโll transform your exhibit from โjust another marketing activityโ into a powerhouse for lead generation and brand awareness.
So, next time you step onto that show floor, donโt just show upโshow up with purpose. And most importantly, donโt forget to have fun along the way!
About the Author
Jenn Donovan is a marketing strategist, keynote speaker, and the founder of Social Media and Marketing Australia. With a deep passion for helping small business owners, particularly those in rural and regional areas, she shares practical, no-fluff strategies to make marketing simple and effective. Jenn is also the host of the Small Business Made Simple podcast and a fierce advocate for community-driven business growth.
Find out more at www.socialmediaandmarketing.com.au.
Thus is so timely and helpful thank you. I have my first ever on Oaks day and I’m scared stiff. Thanks for all your wisdom ๐