10 top tips for exhibition success


With updated health and safety regulations in place and vaccination programmes gaining traction, there is (cautious) optimism for the return of trade exhibitions from late summer 2021 onwards. Have you got a previously postponed event pencilled into your diary or are you considering taking the plunge and booking event space either for this year or in the more distant future? If so, what do you do now? Below are just a few of our top tips for ensuring your live show is a success.

1 Preparation is everything

Start with a plan – preferably several months in advance of the show. Make lists, discuss budgets, logistics and stand design… by being fully prepared, you’re already on the way to a successful show.

2 Brief your staff

Make sure that team members picked for event days are chosen for their knowledge of and enthusiasm for your business. Brief them on why you’re attending this particular show and what you expect of them, ensuring everyone is clear about what they’re doing.

3 Set goals

What are you hoping to gain by exhibiting at this event? Are you there to raise your profile and increase brand awareness or to generate sales? By setting realistic and specific objectives for the event, you’re more likely to achieve them.

4 Be eyecatching

In a busy exhibition hall, you only have the briefest moment to attract a visitor’s attention – and in that moment you want them to realise that you are exactly what they need. Professionally designed graphics are imperative to ensure your stand design is eye-catching and engaging. Be bold, be vibrant, be eye-catching and inventive. Make sure your stand is the one everyone notices.

5 Who is your target audience?

Figure out who you are trying to attract. Tailor your pre-show marketing to let this audience know you will be there, what you will be promoting and importantly, the location of your stand within the hall. Make use of your social media platforms to drive visitors to your stand – engaging them with hints and teases, competitions, reveals – anything that you think will increase engagement.

6 Location, location, location

Be it a house or an exhibition stand, the same is true. Location is key in a busy exhibition hall… you don’t want to be tucked up a corner, away from the action. Consider your position in relation to entrances, exits and catering facilities – as these areas often have the best footfall. Whose are the stands around you? Where are your competitors located?

7 Does size really matter?

It does indeed matter. The bigger the better when it comes to exhibitions – but do not fall into the trap of buying a huge 10m x 10m stand, when you only have a £10,000 budget. You are much better opting for a smaller space (eg 7m x 6m) and using your budget to make it look fantastic.

8 Lights on

Make sure your stands shines brightly amongst your competitors by ensuring that everything is well lit. Use spotlights, back lighting, shelf lights etc creatively to bring attention to your brand or a particular product. Coloured lights can complement your brand colours or create atmosphere, whilst light boxes make a spectacular change to flat graphic walls
Put simply – good illumination allows your visitors to easily and see what needs to be seen and read on your site but it can just as effectively used to convey mood or highlight specific areas and images.

9 Everyone loves to win

Competitions, giveaways and games are often great ways to attract people to your stand. Instead of business based prizes, offfer personal “treats” as an incentive – potential and existing clients will think of your positively as a result.

10 Follow up your leads

90% of business generated from exhibiting comes from leads gathered rather than on the spot sales. Always collect visitors’ contact details – engage them in conversation and find out what they are interested in – then let your sales team do their thing.

Here at plus we’re raring to go and so excited to be potentially designing and building stands again. If you need any help with getting exhibition plans off the ground or rescuing stalled projects just fill in the contact form, email info@theplusgroup.co.uk or call 01782 264110 and one of our advisors will be happy to help.


Plus Group

Tom Bristow is the Managing Director of The Plus Group and has worked in the exhibition industry for over a decade. He is passionate about the service his company provides and he eats, breathes and sleeps everything exhibitions.

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Our Exhibition Stand Services

Our exhibition stand design company specialises in one-off bespoke stands that can be reused time and again. We supply your custom stands with full design and build services, including a free consultation and 3D render that shows what your stand will look like. You can rest assured that it will meet all your requirements.

Invest in a self build solution and plan for cost savings. Commissioning a bespoke, self build exhibition stand will maximise your opportunities to increase sales, while minimising the cost of attending shows. Our stands are designed to be super durable, easy to set up and will pack down as small as possible, for convenient transportation and storage. We include training in setting up your stand if required.

You can benefit from our free hire plan. It is the most cost-effective exhibition stand rental scheme on the market. You only pay for your graphics and the installation and dismantle service, as we loan you the stand hardware completely free of charge. However big or small your stand is, hardware hire from us is still free. There are no strings attached or ongoing commitments, and our rental plan can save you up to 75% on the cost of exhibiting at further shows. As the installation and dismantle is done for you, all you need to do is show up and exhibit.

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We can provide you with a rough price over the phone when you fill in our simple quotation form, or you can take advantage of our free 10-minute consultative phone call. We can then provide a free 3D render of your proposed stand and supply an in-depth no obligation quotation video. The exact cost of your stand will depend on the setup, and whether you choose to hire a stand on an ongoing basis or commission a self-build stand for reuse and storage.

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Our standard packages include every element you need to for a complete display, from professional installation and breakdown to the hardware, custom graphics, lighting and flooring. You won’t have to worry about a thing; one of our experienced project managers will be on hand to take care of everything, including the necessary health and safety documentation and admin.

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We’ve worked with a range of brands to create unique designs that do all the heavy lifting at your exhibition, so all that’s left for you to do is provide a welcoming smile to the visitors inevitably flocking to your stand. Our clients include small start ups as well as multinationals such as Sainsbury’s, Google, Specsavers and Apple.

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