The benefits of attending trade shows, exhibitions or conferences

There are several ways to improve your company’s marketing and grow sales targets.  There will be the usual options of online and print marketing or marketing through emails and newsletters.  Then there is the approach of social media pages and your website and making use of search engine optimisation to improve your hit rates.  Depending on what your company does and you’re your business model is, you could also investigate tv or radio adverts and roadside signage and billboards.  A great way to create momentum through hosting or attending a trade show event or going to a conference is an important part of your company’s marketing plan.  When you need to boost new customers and gain further brand exposure and recognition, having a stand at a public event is a great way to do this.  It is good to know a little about what to expect at an event like this so that you can get the most out of the opportunity as sometimes it can be quite costly.  Ensuring you get value for money and return on investment is prudent.

Decide on the look

First up it is very It is important to know what type of exhibition stand design you want.  There are so many ways to make your stand more appealing than just the simple and traditional framed structure that is typical of a trade show or exhibition.  The organisers will most likely have a designated exhibition stand management group who will be specialists in what they do.  This is included in the price you pay for having the stand, so be sure to make good use of them.  Remember they’re being paid to do what they do, so don’t feel bad.  But, if this isn’t included, it is worth recruiting a company to do this for you because you want to make sure you don’t lose out on this opportunity to impress a new audience because you gave the design a half-hearted inexperienced eye.

Have your marketing material ready

There will be a lot of foot traffic and people passing by.  Many people are looking for that freebie, and you will need to anticipate that.  But what you don’t want is to run out of marketing material, business cards, flyers, information sheets when the right customer, the one you’ve been waiting for, steps in to ask questions.  Find something unique that will capture their attention, think carefully about slogans and visuals.  Make sure your stand is visually appealing and inviting.


Find a way to capture people’s contact details voluntarily so that you can follow up with them after the event.  It could be a simple sheet where they can write their details or a small competition.  If you want to, try partner with another supplier to pull off an even bigger competition or prize.  Or build a business relationship with your travel company that you regularly use and ask them to offer a package.  People always love competitions, giveaways, and freebies.