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Exhibition and events marketing tips

As a leading exhibition stand contractor we certainly know a thing or two about exhibiting and we want to share that knowledge to help you maximise your exhibiting experience.

This section of our site offers advice, tips, articles, case studies and infographics, all of which are aimed at helping you get the most out of your exhibiting experience. However you need to buy into exhibiting in the first place and choose the right event for you.

Why exhibit?

Exhibitions are the most effective face-to-face communication tool in the marketing mix. Exhibitions bring together suppliers, buyers, purchase influencers, consultants and the media, and provide a platform to launch new products, generate media coverage, build brand awareness, generate leads and retain existing customers. Visitors have taken the time and effort to attend the exhibition, so they are all serious prospects. Before making a commitment to exhibit, make sure you have set specific objectives for what you want to achieve.


  • Generate sales leads
  • Achieve direct sales
  • Build a contact database

Customer relationships

  • Build relationships with current customers
  • Educate customers
  • Up-sell and cross-sell customers
  • Collect customer testimonials
  • Re-sell to lapsed customers

Market research

  • Market test a new product
  • Research your marketing campaign
  • Test market awareness and perceptions

Media relations/PR

  • Generate media coverage
  • Build relationships with key editors and journalists

Brand building

  • Create or raise market awareness
  • Position or re-position your brand
  • Educate by demonstrating benefits
  • Boost financial analyst/investor perceptions
  • Develop new markets

Channel building and support

  • Identify and recruit new distributors or partners
  • Support your current sales channels
  • Build your reputation as a partner

Where to exhibit?

Research which type of show is best for your business and which will give you the best return on investment. Evaluate the exhibition and whether it is right for you by asking yourself these questions:

  • Who is organising the event? How established and credible is the organiser? Does it run any other events?
  • Find out how the organisers attract visitors. Do they count on past attendees to advertise? Employ caution with new exhibitions and do your homework.
  • Contact the organisers for specific information on the exhibition, including number of past attendees, who will be attending this year, and details on how many and who will be exhibiting.
  • Who is the target audience? Will you meet the potential customers? How long has the event been running?
  • Is it a premier event? Is it perceived in the industry as credible?
  • What are other events in the market? How does this event compare to its competitors? Does this event clash with any of them?
  • What about your competitors? Is the event made up of rival companies or competing products?
  • What are they doing? How many rival companies or competing products will be present? What is their commitment to and exposure at the event?
  • Who are your competitors aiming to target? What visitors will they be interested in?
  • Will the event give you leads? If so, what kind? Sales? General enquiries?
  • Does this event work well with your overall marketing strategy?
  • What are the PR opportunities? Trade magazines? Show website? Promotional leaflets? Appointments with journalists?
  • How will this event make a difference to your brand? Is there an opportunity for branding the venue? Will visitors be sufficiently exposed to your brand? Does the event work with your brand strategy?
  • Should you really be at this event? Is it something you need to be at because it will generate leads, promote your brand, etc.? Or is just something you would like to do?

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