6 Tips for Trade Show Success


Although the digital age has changed the way businesses sell products and communicate with customers, trade shows are still beneficial and influential when it comes to the sales capability of your company.

When attending a trade show, businesses have different goals and challenges ahead of them. So naturally, trade show success has a different meaning from company-to-company. With that said, for every business, it requires time, effort, money and creativity to prosper at a trade show. In this post, we’ll provide a few tips for trade show success.

1. Learn from past Mistakes

In business and your personal life, mistakes are setbacks that inevitably teach you a lesson. This is something you should always keep in mind throughout the planning stages of your next trade show. No doubt in the past you will have made decisions regarding marketing, products, exhibition stands or any other aspect of trade shows that you later went on to regret. It’s crucial to analyse these mistakes and establish why it proved to be unsuccessful. By doing so, you not only increase your chances of trade show success but also evolve as a professional.

At Plus Exhibition, one of the mistakes we see time and time again is people opting for a poorer quality exhibition stand because they want to save money. While this may cut costs, you’ll find the negative impact it has on sales and brand awareness is significantly more than the money you save. Plus there are several options to explore if you have a tighter budget.

2. Plan Several Months in Advance

Can you do your homework at the very last minute and still get a good grade? Absolutely. Can you achieve the same level of success by quickly throwing together a trade show stand and marketing at the last minute? Absolutely not.

It should go without saying, but planning is essential for maximising your potential for trade show success. Planning for several months allows you to think of every variable and explore as many creative avenues as possible. The latter is especially important when it comes to the aesthetic and technical aspects of your exhibition stand.

3. Attract Attention with a Bespoke Exhibition Stand

While you may already have design ideas in mind for your exhibition stand, it’s always a good idea to explore as many different options as possible. The key to trade show success is attracting as much attention as possible and standing out from the crowd. Bespoke exhibition stands provide the perfect platform to explore a wide range of ideas that will engage your audience.

Keep in mind your competitors have the same goal, and therefore it’s vital to embrace creativity and unique design ideas. Fortunately, we live in an era where technology and graphic design is more advanced than ever, which offers a fantastic array of immersive and eye-catching possibilities. If you have any specific ideas you want to explore or are struggling for inspiration, our team can help you to make your vision a reality.

4. Utilise Social Media

Social media is — without a doubt — the most effective way of marketing your business in the digital age. Not only does it provide you with the direct line to millions of potential customers, across multiple channels, but it just so happens to be free. To achieve trade show success, the hard work must begin several months ahead of the event, and a key part of this process is marketing via social media. Many of your followers may be going or considering going to the event, so regular social media updates will let them know where and when to find you.

Just because the event is underway and you have your salesman hat on, it doesn’t mean you should slack off in regards to social media. Posting on your social media channels during the event is a fantastic way to draw more eyes to your exhibition stand as well as give you the platform to speak directly to a broader audience. The latter is especially beneficial at events as companies can use it to promote competitions, raffles or make other announcements.

5. Embrace Technology

We live in an era where technology has become an essential part of the business world as well as everyday life, so naturally, it makes sense to implement technology into your trade show exhibition stand. With such a wide range of tech to consider — such as AV equipment, lighting, floor tiles and innovative options such as VR headsets — the creative possibilities are endless. By using a range of technology to create a more aesthetically pleasing trade show environment, it’s not only more appealing to today’s consumers, but it also shows your brand has its finger on the pulse of modern culture.

6. Assemble an Unstoppable Sales Team

Trade show success or failure not only depends on the quality of your product but also your sales team’s ability to sell it. Although their primary objective is to make sales, a knowledgeable and charismatic sales team set the tone for your booth and have the power to draw in and engage customers. But being a salesman isn’t for everyone, so you need to establish which of your employees are confident and capable of delivering a top-notch sales pitch. Making a genuine connection with your audience is essential for brand awareness and reputation, and you’ll find an experienced salesperson possesses the charm and knowledge to approach each customer in a way that suits their needs.

Do you have an upcoming trade show and require a bespoke exhibition stand? At Plus Exhibition, we design and manufacture exhibition stands that help businesses attract attention and make sales. Get in touch today to find out how we can help you!


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 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.

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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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