What the Longest Existing UK Exhibitions Business has Learned

Attending an exhibition can be a little overwhelming, especially if you don’t have a clear strategy.

The key to success is careful planning for all your event activities and identifying the role in which the exhibition plays in your marketing and sales strategy. Exhibitions allow you to interact with your audience face to face and build lasting relationships, so we’ve put together some useful tips that will
help your brand stand out and succeed at every event.


1. Evaluate the Opportunity

Even for a large company, taking a stand at an exhibition is a big investment, not only in money but in time and organisation. Therefore, you need to ensure that the opportunity sees a good return on investment.

Research the exhibition thoroughly. Make sure the event will match your marketing objectives and reach your target audience. Question the anticipated number of delegates and how they are planning to attract this audience (and specifically your target customers). If possible, visit the exhibition as a delegate first, so you know what to expect. Contact previous exhibitors to explore
how successful they found the event. Research the exhibitors attending- are they your competitors?

The more homework you do before the event, the more likely the event is to be successful for your company.