How to Build it, So they Definitely Come!
Walk around any trade show and you'll see incredible exhibition stands, engaging product displays and busy sales teams having great conversations.
What you don't see are the months of planning that made it all possible.
A successful exhibition isn't built during the three days of the show.
It's built in the weeks and months beforehand through careful planning, collaboration and a lot of problem solving.
If you're new to event marketing, or you're trying to understand why exhibitions take so much time and effort to deliver, here's the process I follow.
Phase 1: Before the Show
1. Start With the "Why"
Before you even think about booth designs or giveaways, ask yourself one simple question:
Why are we attending this event?
Is it to:
Launch a new product?
Showcase your capabilities?
Generate new business?
Meet existing customers?
Build brand awareness?
Position your company as an industry leader?
Your objective will shape every decision you make from this point onwards.
If you don't know why you're attending, you'll never know if the event was successful.
2. Build the Right Team
Trade shows are never a one-person job.
Bring together the people who can make the event successful, but don't make the mistake of involving too many decision makers.
Large groups often slow projects down.
Create a small core team that can make decisions quickly and keep the project moving.
3. Set Clear Goals
Every exhibition should have measurable objectives.
These could include:
Number of pre-booked meetings
Leads captured
Marketing Qualified Leads (MQLs)
Sales Qualified Leads (SQLs)
Customer meetings completed
Social media engagement
Competitor insights gathered
Having clear KPIs keeps everyone focused and makes measuring success much easier afterwards.
4. Decide What You're Taking
Product samples.
Brochures.
Swag.
Literature.
Giveaways.
Packaging.
Booth graphics.
All of these need planning, approvals, production and shipping.
Leaving these decisions until the last minute creates unnecessary stress and unnecessary costs.
5. Create Your Event Plan
Every person attending the show should know:
Why you're attending
Their objectives
Daily schedules
Key messages
Meeting locations
Talking points
A simple presentation shared with the team beforehand keeps everyone aligned and removes uncertainty.
6. Give Everyone a Purpose
One mistake I often see is assuming everyone attending the exhibition has the same objective.
They don't.
Sales
Generate leads.
Book meetings.
Build relationships.
Marketing
Capture content.
Analyse competitors.
Monitor market trends.
Promote the business.
R&D
Discover new technologies.
Understand future trends.
Identify innovation opportunities.
Procurement
Meet suppliers.
Explore alternatives.
Understand pricing and new capabilities.
Every department brings value to the exhibition in a different way.
7. Organise Your Team
A shared calendar is essential.
Software like Teamup works brilliantly for organising:
Customer meetings
Team schedules
Networking events
Speaker sessions
Internal meetings
It keeps everyone in one place and avoids unnecessary confusion.
8. Start Promoting Your Attendance
Your exhibition starts long before the doors open.
Build excitement through:
Social media
Email campaigns
Website banners
LinkedIn posts
Customer invitations
Press releases
Make it easy for customers to know you're attending.
9. Let Customers Book Meetings
One of the simplest wins is adding a meeting booking link to your email signature.
Tools like Calendly make booking meetings effortless.
The easier you make it, the more meetings you'll secure before the event even starts.
10. Think About Your Team Presentation
People notice the little details.
Branded uniforms.
Business cards.
Lanyards.
Name badges.
Pens.
Notebooks.
Some companies even have branded trainers, socks or shoelaces.
It all contributes to creating one professional, consistent team.
11. Plan Your Lead Capture
Your exhibition can only generate ROI if you capture information properly.
Make sure every salesperson knows:
How to capture leads
What information to collect
How to qualify prospects
Where everything is stored
Simple processes always outperform complicated ones.
12. Create Something Memorable
People remember experiences.
Think about introducing:
Interactive games
Competitions
Photo opportunities
Product demonstrations
Live talks
Panel discussions
One of my favourite ideas is partnering with one of your suppliers on a speaker session.
Not only does it add credibility, but it also helps share the costs.
13. Don't Forget the Logistics
Some of the biggest exhibition failures happen because of logistics.
Make sure you've organised:
Booth supplier
Shipping
Sample deliveries
Literature
Swag
Water and refreshments
Coffee machine (if possible)
Business cards
Lead scanners
Extension leads
Chargers
Emergency toolkit
Sometimes it's the smallest items that save the day.
14. Hold a Team Meeting Before the Show
The day before the exhibition is one of the most important moments.
Walk everyone through:
Objectives
Daily plans
Meeting schedules
Booth layout
Expectations
Most importantly...
Build excitement.
Positive teams attract people.
15. Expect Something to Go Wrong
This is probably the biggest lesson I've learnt over the years.
Something will go wrong.
Your shirts won't arrive.
Electricity won't work.
Samples will be delayed.
Graphics will be damaged.
The booth won't be exactly what you expected.
It happens.
Every single show.
Don't panic.
Have a Plan B.
Phase 2: During the Show
Arrive Early
Check everything.
Test the screens.
Walk the booth.
Make sure everything is working before visitors arrive.
Welcome People In
Don't stand behind the counter looking at your phone.
Smile.
Make eye contact.
Start conversations.
Some of the best opportunities begin with a simple "Hi, what brings you to the show today?"
Capture Content
Exhibitions create incredible marketing content.
Film interviews.
Take team photos.
Record customer testimonials.
Capture product demonstrations.
Photograph the booth before the crowds arrive.
You'll thank yourself later.
Stay Curious
The exhibition isn't just about your own booth.
Walk the show.
Marketing should photograph competitor booths.
R&D should explore emerging technologies.
Procurement should meet suppliers.
Learn as much as you can.
Keep the Booth Looking Great
Small details matter.
Empty bins.
Straighten chairs.
Restock brochures.
Clean sample areas.
A tidy booth creates a professional impression.
Keep the Buzz Going
Post regularly on social media throughout the show.
People love behind-the-scenes content.
Celebrate customer meetings.
Share product launches.
Highlight your speakers.
Bring people along for the journey.
Look After Your Team
Trade shows are exhausting.
Organise a team dinner.
Celebrate the wins.
Keep morale high.
Happy teams create better customer experiences.
Phase 3: After the Show
For many businesses, this is where everything falls apart.
The exhibition finishes.
Everyone goes home.
The leads sit untouched.
Don't let that happen.
Clean Your Data
Remove duplicates.
Complete missing information.
Organise every lead properly.
Good data leads to better follow-up.
Assign Every Qualified Lead
Every qualified opportunity should have an owner.
If nobody owns the lead...
Nobody follows it up.
Follow Up Quickly
People remember conversations for a surprisingly short time.
Send thank you emails while the exhibition is still fresh in their minds.
Share any information you promised.
Keep the conversation moving.
Thank Your Team
Trade shows are hard work.
Recognise the effort.
Celebrate the success.
People remember how you made them feel.
Phase 4: Preparing for the Next Show
The best exhibition teams don't start from scratch every year.
They build on what they've learnt.
Create a simple "Lessons Learned" document.
Ask yourself:
What worked well?
What didn't?
What should we improve?
What should we stop doing?
What conversations should we continue?
The customers you met this year may become your biggest opportunities next year.
Keep the conversation alive.
Things Nobody Tells You About Exhibitions
Someone will forget their business cards.
Someone will lose their badge.
The coffee machine will stop working.
A shipment will arrive late.
You'll walk more than 20,000 steps in a day.
You'll wonder why you agreed to do it.
By the end of the event, you'll already be planning the next one.
It's all part of the experience.
Final Thoughts
Visitors only see the finished booth.
They don't see the planning.
The strategy.
The logistics.
The shipping.
The supplier calls.
The presentations.
The sample approvals.
The contingency plans.
Or the countless decisions that happen long before the first visitor walks through the door.
That's why exhibitions are so much more than three days on a show floor.
They're months of preparation brought together into one opportunity to create lasting relationships, grow your business and tell your story.
And that's what great event marketing is really all about.
So build that fantastic booth and you’ll see… they will come ;)