The Lead-Gen Machine: How to Use Exhibitions Effectively


For some businesses, there’s no doubt that exhibitions are bordering on a waste of time. However, for others, they are the lifeblood for them and without this tool – sales are going to be impacted immensely.

Of course, there are ways and means to benefit from exhibitions. Sometimes, it does come down to luck, and as harsh as it might sound you may just stumble onto an event which just falls flat despite all of your best efforts.

Quite often, it doesn’t have to be like this though. Through today’s article, we will now take a look at some of the best tips you can implement in a bid to get your company’s exhibition profile up and running.

Location, location, location

It’s something of a cliché, but there’s no doubt that the location of your stand can in some ways make or break it.

This comes in two forms. Firstly, the location of the exhibition in which your stand is based in. Suffice to say, not all of these are equal and even though you might be targeting the biggest in your industry, there’s no guarantee that this is going to be attended by your prospective customers.

Then, there is the stand itself. Just like footfall is a key consideration for any bricks and mortar business on the high street, the same rules apply with stands. You need it in a position where plenty of people pass but as well as this, you need to be surrounded by brands that also tend to target the type of customer you are trying to attract.

The stand design is a huge contributing factor

Something else which can help your plight at exhibitions no-end is the design of the stand. Suffice (repetitive, used above) to say, the better ones prosper – (this is naff and too obvious – could say that they come in a variety of shapes, sizes and budgets but display companies which as Marler Haley provide a full range. like these exhibition stands from Marler Haley.

But what exactly defines a “better” stand? In truth, the list is endless, and can vary depending on the facility where the event is being hosted. For example, in particularly large venues, some companies will try and build stands that are as high as the regulations permit just so customers recognize them from afar.

Then, there are the small elements of stand design. This might mean creating some form of seating area to try and close deals and get to know customers more, or it might be something more particular like perfecting the lighting around your star products. Either way, this is a big topic, and one that you need to research thoroughly beforehand.

Don’t forget the before and after elements

A lot of companies approach these events with the attitude of attempting to do everything right whilst they are there, which is of course admirable.

Unfortunately, by this point, they have already missed a trick. The work you do before an event in telling potential customers that you are going to be there can be hugely important, particularly in some industries. Likewise, you might have done everything completely right at the event, but not followed anything up in the aftermath. This is one of the most important times you can work hot leads – so make sure that the period immediately after the event is worked properly as well.