Exhibiting at industry events provides a unique opportunity to showcase your brand, engage potential clients, and network with industry peers. However, simply showing up isn’t enough! To truly capitalise on these events, you need a well-thought-out strategy.
In this blog, Hannah Perryman, Senior Account Manager at Consortium, shares some practical tips and best-practice reminders on how to make the most of exhibiting at events:
Why Exhibit?
Events are back in full force, with over 1,000 business exhibitions taking place at UK venues alone last year. And thousands more at local hotels. It feels that there is an abundance of legal sector events taking place every week at the moment – covering everything from leadership and legal tech, through to wellbeing and regulatory changes!
Exhibitions offer excellent opportunities to:
- Generate quality leads – Meet people already interested in your sector.
- Boost brand awareness – Get your name out there.
- Network – Not only with attendees but with other exhibitors, speakers and industry leaders.
- Achieve measurable results – When approached correctly, events can provide clear returns on investment.
Setting Your Strategy
Every single piece of marketing activity you do, should complement your overall strategy. Whether it's an email, a social media post, or indeed taking an exhibition stand at an event.
Before committing to an event, clearly define your goals. Ask yourself:
- Why are you exhibiting?
- What does success look like?
- How will you measure success?
For example, rather than vaguely aiming to "raise brand awareness," be specific. A better goal would be: “Speak to 50 key contacts, add 25 new mailing list subscribers, and gain 10 new social media followers within a week.”
Pre-Event Planning
Good planning is the backbone of event success. Remember the famous quote by Benjamin Franklin: “If you fail to plan, you plan to fail!” Here’s how to start:
- Set SMART objectives or OKRs (Objectives and Key Results).
- Know your audience – Tailor your messaging and approach accordingly.
- Engage early – Use social media to build awareness of your presence.
Consider any additional sponsorship or speaking opportunities to enhance visibility. Speak with event organisers for a list of attendees and exhibitors to strategically plan your outreach.
Designing an Attention-Grabbing Stand
Your stand should draw people in and communicate what you do instantly. If you are lucky enough to have a large marketing budget to blow on a fancy exhibition set up, then great! But there’s also nothing wrong with a simple pop-up banner, as long as you have a strategic plan of action and a great team ‘manning’ your stand. Focus on:
- Clear messaging – Make sure it’s obvious who you are and what you offer.
- Longevity & mobility – Invest in a stand that is durable and easy to transport.
- Interactive elements – Use QR codes, downloads, or demos to engage passersbys. Physical brochures and business cards are still effective but consider offering digital alternatives too.
Choosing the Right Giveaways
Freebies can help draw visitors to your stand, but they should reflect your brand values and resonate with your target audience. When planning giveaways, consider:
- Environmental impact – Eco-friendly items are increasingly appreciated.
- Brand alignment – Choose items that match your company values.
- Quality over quantity – A thoughtfully selected, higher-quality item will make a better impression than cheaper, mass-produced items.
Engaging Visitors and Collecting Data
One of your main objectives at any event should be data collection. Here are some ideas to maximise data capture:
- Use technology – Conference apps, scannable codes, and simple sign up forms can make this easier.
- Create an experience – Offer games, competitions, surveys, or polls to engage visitors and collect their data at the same time.
- Special offers – Entice attendees to sign up for free trials, demos or exclusive discounts.
Running Competitions
Competitions at exhibition stands can be a crowd-puller, but they need to be creative. Go beyond basic ‘business card in a bowl’ type raffle and think of ways to align the prize with your company’s mission or values.
Getting attendees to linger on your stand for a while whilst completing a challenge or game, can give you more time to speak with them and expose them to your branding, messaging and key people.
Your Dream Team
The people representing your company at the event are your greatest asset. Especially in the professional services sector, where people very much buy into people rather than brands. Ensure your team:
- Understand the objectives – Everyone should know what success looks like.
- Has the right motivation and personality fit – They need to engage visitors confidently and naturally.
- Dresses the part – Have a clear dress code that aligns with your brand, and ensure all staff are identifiable.
On the Day – Practical Tips
Here are a few essential tips to keep in mind during the event:
- Be prepared – Have everything you need to hand, from marketing materials to business cards.
- Capture the moment – Take photos and videos for post-event marketing.
- Engage with other exhibitors – They may become future clients or partners.
- Stay approachable – Keep personal items hidden and stay open to conversation.
- Ask open questions – This encourages engagement and more meaningful conversations with attendees.
Post-Event Follow-Up
Don’t let the momentum of the event stop at the end of the day. Effective follow-up is crucial for success:
- Update your CRM – Ensure all data collected is promptly added to your system.
- Personalise your follow-ups – Whether it’s a call or email, make sure each follow-up feels tailored to the individual. Recall the conversations you had and make your approach relatable.
- Create a follow-up campaign – Use the event as a launchpad for future marketing efforts. It doesn’t stop once you have packed everything away!
- Debrief with your team – Evaluate what went well and where improvements can be made.
Measuring ROI
Marketing is notoriously difficult to measure. Sometimes you just get a ‘feeling’ that an event has gone well or that your stand felt busy. But did it generate results? Here is where your strategy and SMART objectives that you set before the exhibition come into action. Measure up against what you set out to achieve.
Most exhibitions come with significant costs, so it’s crucial to measure return on investment in any way that you can. Think beyond just gaining new business or appointment – brand exposure, networking, website traffic, social media followers, downloads, email sign ups and data collection are valuable metrics too.
In Conclusion
Exhibiting at an event is a powerful way to boost your business, but only if you approach it strategically. From planning and designing your stand to engaging visitors and following up afterward, each step plays a vital role in maximising the opportunity.
Remember: The event doesn’t end when the doors close – it’s the starting point for building lasting relationships.
For a more detailed checklist on how to prepare for your next event, feel free to reach out to us by emailing hannah@consortiumbiz.co.uk or call Hannah on 07523 268 731.
Happy exhibiting!