10 Steps to Prepare for Your First Exhibition

You’ve added the finishing touches to your product and put the wheels in motion to offer a seamless service to your clients. All that’s left to do is get out there and show your target audience what you can offer. Getting out on the show floor and running your first exhibition is a surefire way to boost your brand and generate new leads. 

We know that attending your first trade show can seem a daunting prospect. So, how do you run a successful exhibition? 

Don’t worry - we’re on hand to help you plan and prepare for your first exhibition. Read on for our guide to ensuring a successful first trade show experience and first exhibition tips. 

1. Attend the Right Show

As a first-time exhibitor, choosing the right show to attend is vital. Some events are designed to suit businesses of all sizes; others are better suited to small companies or large firms. 

Some shows are business-to-consumer, which means you’ll be interacting directly with your target customers. Others are business-to-business, so you’ll be networking with industry colleagues and learning more about industry developments.

What are you hoping to get out of attending this exhibition? It could be anything - lead generation, networking, boosting sales. Consider whether the show you have chosen is likely to be a good match for your objective. 

Don’t forget; if you’re exhibiting at a GES show, you’ll be able to access support from our ServiCentre, a helpdesk that is in place at GES shows to support exhibitors.

2. Make a Plan

You should treat your first exhibition like any other business project. And we all know what that means: planning is vital. 

To get started, take a look at your contract for the show. This document will tell you where your stand will be located, how big it is, and the dates you will be allowed to move in and out of the venue. 

Once you have noted down all of this information, you can start breaking down the smaller tasks you’ll need to complete to reach your end goal. This includes choosing your exhibition team, arranging shipping and transport, and planning your stand.

Being organised is the best way to ensure you don’t forget something. You can use our first time exhibitor guide to help you stay on track throughout the planning stages. If you’re looking for a complete event planning software solution, check out Visit by GES. 

3. Organise the Troops

Think about who is going to work on the stand. When choosing your team, consider the strengths and weaknesses of your staff. 

Talk to them - who is up for the challenge of attending a trade show? Picking people who actually want to do it means you’ll have a team of motivated and enthusiastic people representing your business and brand. 

Once you know who you have on hand, tell them what you expect from them. Share your exhibition plan with them, including that all-important end goal. Gather their ideas too - who knows, they might already have first-hand experience of attending trade shows.

It’s also important to consider shipping and logistics. If you’re looking for a seamless door-to-floor service, our logistics team offers a range of useful packages. The all-inclusive event logistics service offers shipment pick-up, warehouse storage, priority venue delivery, on-site storage of empty crates, and outbound shipments following the event. 

4. Decide on a Budget

Now it’s time to think about money - how much can you afford to spend on your first exhibition? Whatever you decide, be realistic. If you don’t have a realistic budget, you’ll encounter problems later. 

Your budget must include everything from exhibition stand design and staffing to promotional materials and exhibit insurance. 

Remember, your stand display is your key chance to impress people. It’s the first thing people will see, so investing sufficient time and money is wise. 

Depending on your budget, you might choose to rent a stand or buy one that’s custom-designed.

Renting a stand is the most eco-friendly option. GES offers a variety of sustainable show-ready exhibition stands. After the show, all parts of the stand will be reused or recycled. 

5. Do Your Research

Look back at last year’s trade show - who attended? What did the stands look like? Check out the trade show website and social media pages, as well as the websites and social media pages for any of your competitors who were there. 

You’ll also need to think about who else is attending this year. Will any significant competitors be in attendance? You'd be able to find this out by requesting the floorplan from the organiser. How can you make your stand different and memorable? Consider top-of-mind awareness (TOMA) and how to create this within your target audience. 

Are there other exhibitors you’d like to speak to on the day? Keep a note of other stands you want to visit on the day and build time into your event day schedule to allow for this. Networking with other exhibitors is key.

It’s also essential to research the audience demographics. Find out more about the visitors attending, then tailor your trade stand, marketing materials, and pitch to meet their needs.

6. Design Your Trade Stand

Now for the fun part - it’s time to decide what you want your trade stand to look like. When planning your stand design, consider your brand - what makes it unique?

Think about ways to invoke an emotional response in your target audience - do you want to delight, inspire, surprise, or keep them guessing what’s coming next? 

You can achieve all this and more by adding creative design ideas for exhibition stands, such as neon lighting, uplighting, or retractable banners to your stand. 

Some trade stand packages do not include flooring, so you’ll need to consider floor coverings and furnishings, which can help to add personality to your stand. 

Our Show Ready Exhibitor Packages is the perfect exhibiting solution, one package full of all of the exhibiting essentials. 

Did you know that every bit of our Show Ready Exhibitor Packages is completely recyclable or reusable? There's not one bit that goes into landfill! 

7. Be Memorable

Think about ways you can make an impact. Your goal is to make sure people remember you and your business long after the trade show ends.

Whether it’s your promotional materials or giving a great talk or presentation, the quality of your interactions with others is crucial to every exhibition you attend. 

Interactivity is a fantastic option if you’re wondering how to stand out at trade shows. Why not have people test out a new product or think of exciting ways to invite interaction between attendees? 

Entice visitors to your stand by setting up a competition or other incentive to encourage people to come over. Most importantly, make sure your stand is on brand and professional. 

8. Spread the Word

Once your trade show stand is confirmed, it’s time to spread the word with some pre-show marketing! How you do this depends on your target audience demographic. You may want to run an advert in a newspaper or magazine, or you might prefer to post updates to your social media channels. Ask others to share your posts to increase their reach. 

Check out the exhibition website to find details of any social media groups they are running, follow the event on social media, and use your own platforms to join in the conversation and let people know what to expect on the day. If the event is running networking events prior to the trade show, make plans to attend. 

However you choose to communicate with your audience, make sure you tell them exactly where to find you at the exhibition. You could even offer a teaser or preview of what you’ll be doing and why they should visit your stand. 

9. Plan Your Outfit

Choose a comfortable outfit that gives a positive, professional impression of your business. Aside from the stand itself, you are going to be responsible for providing a great first impression.

Chances are, you’ll be on your feet all day, so it’s a good idea to choose a smart/casual outfit and comfortable footwear.

Layer up your look with a few different elements. You never know whether the exhibition venue will be too hot or cold, so having a few options is sensible. 

10. Manage Visitors

Be sure to interact with everybody who passes your trade stand and be attentive. You never know who might be walking past, and you don’t want to waste an opportunity. 

Having an interesting display will encourage people to visit your stand, but once they arrive, you need to have a few conversation starters up your sleeve. 

Plan a few open-ended questions that you can ask to get the conversation flowing, then ask questions to find out how your business might be able to address some of their pain points. Where possible, offer a demonstration of your product or service in action. Make the interaction memorable, so they remember you long after the event ends.

You’ll also need to set up a system for tracking visitors and potential leads. This is the key to following up on those all-important interactions after the exhibition. You can either set up a spreadsheet or invest in an event management software platform like Visit by GES, which allows you to manage and analyse participant data.

With years of industry experience, our team can expertly guide you on how to prepare for your first exhibition, so contact us today if you would like more information. We're always happy to help!