This document provides guidance for planning an effective trade show exhibit. It emphasizes determining the target demographic and suitability of the event and venue. Costs for the exhibit space, materials, staffing and transportation should be estimated. The exhibit design, promotional materials and staff training need to be arranged well in advance. Attendees should promote their presence at the event and follow up with leads afterwards. Effective planning is key to getting the most out of exhibiting.

2. You need to be sure your event is targeting the
correct demographic for your market.
• Is the foot-flow worth the cost of exhibiting?
• Is the venue well-suited to your products and
services?
• Is the layout well designed for visitor-flow?
• Can people buy lunch to extend their visit?
• Are there other seminars available for visitors?
You need to consider possible ROI of exhibiting
given the costs and time-out for your staff.

3. If you decide to attend the event, make sure you
have booked your place as some book up well in
advance.
• If cost is high, consider asking the organisers
for spread payment.
• Some organisers charge per square meter
so plan your display size now.
• Balance your display size so you are noticed
but not incurring too many costs.
• The design impact may be more important
than space size!

4. Get an idea of how much you’re willing to spend on:
• The exhibition stand/display
• Additional flooring, seating, lighting,
incorporated technology (e.g. iPads,
television screens, etc.)
• Promotional materials
• Transport/Accommodation/Food costs
• Wages for team/staff manning the stand
Once you’ve decided this, plan how you can spread
expenditure so it doesn’t all come out at once.

5. Most spaces should have been allocated at the
event. So find out who else is there!
• Who is pitching near your stand?
• Make your focus unique to you – make sure
you stand out.
• What brand colours do they use? Try to use
contrasting colours of your own.
In short make yours so different that it is memorable
to those who visit the exhibition!

6. Which products or services will you be focusing on
for this event?
• Remember it is possible existing customers
as well as potential customers may be there.
• Direct sales, showcasing products, or are
you just there for exposure?
• An event may be a great place to launch a
new product or service.
• Are you hoping to data-capture?
The answers to these sorts of questions will impact
everything about your display for the day!

7. Getting the right number and the right kind of staff
for your exhibition day is vital.
• Your stand should never be unmanned!
• This includes planning for lunch breaks.
Also consider travel arrangements and costs.
If your event requires trains or flights, then often
booking these well in advance can lead to
considerable cost savings for your attendance at the
event.
Do your homework!

8. Now you can get practical!
• Full pop-up display stand?
• Lighting systems
• Incorporated computer terminals or
tablet computer displays.
For a lower-key or smaller display consider
• Podium Stands and
• A simple back-drop banner.
Use this time to find the right supplier for your
equipment and compare prices and quality. Also
decide whether you or they will provide artwork.

9. Who do you want to do the design and printing?
• a printing company?
• design agency, or
• you
Think about the graphics you’ll be using and get
feedback from a select number of people
Leave time for alterations and numerous drafts, so
the process isn’t rushed

10. Get your design off to the printers or exhibition
equipment providers, so that there is plenty of time
for specific stands or parts to be ordered in if they’re
not in stock.
Ask for a proof if appropriate of the final design on
your chosen display equipment, before it’s actually
printed so that any final changes can be
implemented from the start.
Ensure you get an estimated delivery date for your
designed display stand, that is well in time for
practice put-ups.

11. What kind of promotional materials do you want on
your display?
• Is previous literature still appropriate?
• Update style or design of any leaflets to
reflect where your company is at now.
• Leave enough time for new leaflets,
business cards etc to be printed.
• Consider any ‘takeaways’ for your visitors –
try to be inventive and non-predictable to
ensure you stand out compared to other
exhibitors.
Again remember to leave time for extra design.

12. It is important your staff feel ready for the day.
• Consider running a training session.
• Give people roles and communicate your
objectives ahead of the event.
• Trial set-up and tear-down procedures so
everyone is confident with the process.
• Keep all your equipment and materials in
one place to ensure loading is smooth and
easy on the day.
• Get everyone on board with promoting the
event and your presence there.
You only get one chance at a first impression!

13. Start promoting your presence at the exhibition
to existing clients
• Encourage them to drop by your specific
stand number - give them directions!
Use Social Media
• Use all the relevant event, venue, and sector
hashtags.
• The more you promote, the more people
you’ll entice to your stand!
- Practice Setup and Tear-Down
- Gather everything in one place so loading is
easy on the day!

14. • Re-instigated contact with each of the leads/
contacts you made – even if they didn’t
express an interest in a service or product.
• Even “it was really nice to meet you” email,
can re-enforces your brand and can include
a link to your website to keep in mind for
the future.
• Ensure any promised communications
(quotes, proposals, additional information)
are followed through within the week!

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Call: 01733 511 030
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