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Exhibition Marketing Plan

Exhibition Marketing Strategy

Exhibition Planning

Planning An Exhibition

A First Timer’s Survival Guide To A Successful Exhibition

Take advantage of our go-to guide on how to plan for a successful exhibition for first-time exhibitors and make your trade show debut count…

January 17, 2025

Izzy

It’s the morning of your first trade show.

Standing before your exhibition space among experienced exhibitors, you face common first-timer concerns: proper preparation, visitor engagement, and effective execution. While pre-exhibition anxiety is natural, strategic planning and the right approach can convert this nervous energy into a catalyst for success.

Take advantage of our go-to guide on how to plan for a successful exhibition for first-time exhibitors and make your trade show debut count:

Plan Like A Pro, Even If you Aren’t (Yet)

Fail to prepare and prepare to fail.

You need to start planning at least six months before the event. Create a detailed checklist covering everything from stand design to promotional materials.

Consider your stand location and how to maximise its potential, corner spots often get more traffic, while being near industry leaders can increase your visibility. 

Remember to check the exhibition manual for setup times, height restrictions, and electrical requirements.

If you haven’t started planning yet, check out our blog on how to plan a successful exhibition.

Design Your Stand To Stop Traffic

Your exhibition stand is your temporary storefront, and first impressions matter as you usually won’t get another one.

Make sure to follow the basics, keep your design clean and uncluttered, keep clear branding and make it visible from all angles.

Using lighting strategically to create a welcoming atmosphere and draw attention to key products or messages.

Include comfortable meeting spaces if you’re planning longer conversations with potential clients.

Remember, a well-designed stand reflects you and your brand’s professionalism and will attract visitors naturally.

Master Your Exhibition Elevator Pitch

An Article published by TIME magazine stated that humans have an attention span of just 8 seconds, now that we are in the era of short-form easily digestible content, it is likely that this has gotten even lower.

So that means you have roughly 7 seconds to capture someone’s attention as they walk past your stand.

Make sure you develop a concise and compelling pitch that communicates your unique value proposition. Practice it until it feels natural, not rehearsed.

Your pitch should open a conversation that closes it. Think of it like trying to make a new friend instead of a boring sales speech.

Act Like This Isn’t Your First Time

Albert Mehrabia, a researcher of body language created the 55/38/7 Formula, which states that 55% per cent of a face-to-face conversation is non-verbal.

We say this to emphasise the importance of body language, especially when you’re exhibiting, here are some general tips:

  • Stand (don’t sit)
  • Maintain an open posture
  • Smile
  • Maintain eye contact with your visitors

Avoid the common mistake of huddling with colleagues or becoming absorbed in your phone. Remember, you’re there to connect with potential clients, not check emails.

The Follow Up Stage

The real work begins after the show. Create a system for organising leads before the exhibition. 

Take detailed notes during conversations and categorise leads by priority. Make sure you are following up on your leads within 48 hours while your conversation is still fresh in their mind.

Making a quick, friendly, personalised email referencing your discussion can set you apart from your competitors.

Managing Your Team’s Energy

Trade shows are marathons, not sprints and the pros treat them like relay races. 

Plan staff rotations to maintain energy levels throughout the day. Pack comfortable shoes, stay hydrated, and bring snacks.

If possible, bring enough team members so that everyone can take proper breaks. Fresh energetic staff make better impressions on potential clients.

You don’t want to miss out on a possible lead because it’s almost the end of the day and your brains scrambled from standing and talking to people all day with no breaks.

Make Technology Work For You

Leverage technology without letting it overshadow personal interactions. Consider using tablets for quick email sign-ups or product demonstrations, but ensure all tech is tested thoroughly before the show.

Have backup plans for technical difficulties, a power bank could save your day.

Excel At Your Next Trade Show & Make A Lasting Impact

Your first exhibition is a milestone in your business journey, not a test to pass or fail.

Every seasoned exhibitor started exactly where you are now. Focus on genuine connections, learn from each interaction, and remember authenticity often outperforms perfection.

By following these guidelines and maintaining a positive attitude, you’re already on your way to exhibition success.

Want to go to your first exhibition with a head start?

A good stand is the foundation of a successful exhibition, and you won’t find better bespoke exhibition stands anywhere else so let’s have a chat about how we can make your first attendance a success.

Speak to a professional today!

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