Being an exhibitor at industry events can be a brilliant way to increase the reach of your brand, make valuable connections, and showcase what you do best. But with time, energy and budget on the line, you want to make sure you’re getting the most out of your investment.
Whether you’re a seasoned exhibitor or just weighing up whether an event is worth it, here are five practical tips to help you stand out and maximise your impact on the day.
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Ensure you make a memorable first impression
Your stand is your shopfront – it’s the first thing people see, and it should reflect your brand’s personality and professionalism.
- Design to stand out: Use bold signage, branded displays and eye-catching visuals to grab attention.
- Create an experience: Think interactive demos, competitions or games to make your stand a destination, not just a stopover.
- Give something away: Everyone loves a freebie! Branded merch or product samples give visitors a reason to engage and remember you.
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Be proactive – don’t just wait for the crowd to come to you
A polished stand won’t do the talking for you. It’s the people behind the brand that make the biggest impact.
- Bring your A-team: Staff your stand with confident, knowledgeable people who can speak passionately about your products or services.
- Start conversations: Step out, smile, and say hello! Don’t be afraid to make the first move.
- Capture those contacts: Whether it’s a sign-up form, business card drop, or QR code, have a smooth system for collecting details so you can follow up later.
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Shout about your attendance (before, during, and after!)
Don’t wait until the event day to tell the world you’re there. Start telling your audience well in advance.
- Get social: Announce your attendance on your social channels with sneak peeks and behind-the-scenes prep. Use event hashtags to widen your reach.
- Send an invite: Email your mailing list and encourage loyal customers to drop by your stand for exclusive promotions.
- Go live: Share real-time updates, photos and stories throughout the event to keep the momentum going and draw people in.
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Offer something not available anywhere else
People love a good deal – especially if it feels exclusive.
- Event-only discounts: Reward attendees with special pricing that’s only available at the event.
- Bundled products: Create limited-time bundles to entice on-the-spot purchases.
- Run a raffle or giveaway: Not only does it drive traffic to your stand, but it’s also a fun way to build your mailing list.
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Follow up – the real work starts post event!
Once the stand’s packed away, the real opportunity begins. Following up with leads can turn one conversation into long-term business.
- Send a thank-you: A short, friendly follow-up email with a thank-you and next steps keeps your brand top of mind.
- Connect on socials: Continue the conversation with new contacts by engaging with them online.
- Review and reflect: Measure your success – whether that’s leads collected, sales made or brand exposure – and use what you learn to shape your next event.
Make your event presence count with Coate PR
With over 40 years of experience in PR and communications, the Coate PR team knows what it takes to create memorable event moments. We’ve supported some of the UK’s most prestigious equine and countryside events, including Blenheim Palace International Horse Trials, Bicton International, The Game Fair, DogFest, and the Festival of British Eventing.
If you’re planning your next event or looking to boost your brand’s visibility, we’d love to help.