The daunting yet exciting prospect of setting up an exhibition at a business event comes with an inevitable set of challenges. However, with the right planning and execution, exhibiting at a business event can be invaluable for networking, brand exposure, and lead generation. Whether you’re a first-timer or a seasoned exhibitor, understanding the steps involved in organising a successful exhibition is the key to your success. Read on for our guide to setting up an exhibition at a business event and standing out amongst the crowd.

1. Define Your Goals and Objectives

Before you plunge straight into planning the logistics of your exhibition, define a clear set of goals. Consider what you wish to achieve and determine whether you are looking to increase brand awareness, launch a new product, network with industry professionals, or generate leads. Having well-defined objectives will guide your entire planning process, from designing your stand to choosing your promotional materials.

Ensure that you are setting SMART goals: specific, measurable, achievable, relevant, and time-bound. This will help you to measure your success, ensuring you stay on track during the event and allowing you to look back at your success constructively once the event comes to an end.

2. Choose the Right Exhibition Space

Selecting the right exhibition space is a critical decision as the location of your stand can significantly impact its visibility and foot traffic. When choosing your space, consider factors such as proximity to main entrances, rest areas, and key event activities. High-traffic areas tend to attract more attendees, but they may also come with a premium price tag. 

Also, think about the size and layout of the space in relation to your needs. If you will require more space for a large display, interactive installations, or private meeting areas, take this into account when choosing your spot. Pay attention to the height restrictions and layout of the venue to ensure that your design is suitable.

3. Design and Set Up Your Exhibition Stand

Your exhibition stand is the focal point of your presence at the event, and its design plays a pivotal role in attracting visitors. A well-designed stand should reflect your brand’s identity and clearly communicate what you do. It needs to grab attention quickly, while offering a welcoming environment to encourage engagement.

Opting for a bespoke exhibition stand offers a range of benefits. Unlike generic or pre-built options, a bespoke stand can be tailored to your brand’s specific needs, allowing for a more unique, immersive, and professional display. Bespoke stands enable you to incorporate your branding elements seamlessly, creating an excellent impression on all visitors to your stand.

Consider incorporating interactive elements like touchscreens, product demos, or VR experiences to engage visitors. It’s essential to design a stand that’s not just visually appealing but also functional and aligned with your goals. 

4. Plan and Train Your Team 

Your team plays a vital role in the success of your exhibition. Most importantly, ensure you have enough people to cover the entire duration of the event. Your team should be approachable, knowledgeable, and trained to represent your brand. It’s not enough to simply have team members present. Rather, they need to be proactive in engaging with attendees.

Training your team beforehand is essential. Provide your team with detailed information about the products or services you are showcasing, as well as your goals for the event. They should be prepared to answer questions, deliver elevator pitches, and provide promotional materials when necessary. A well-prepared team will help you stand out and create a positive impression on potential clients or partners.

5. Promote Your Exhibition Presence

To maximise the impact of your exhibition, promote your presence both before and during the event. Begin by reaching out to your existing customers and prospects via email, social media, and newsletters to inform them you’ll be attending the event and encourage them to visit your stand. You can also promote any special offers, giveaways, or events you will be hosting at your exhibition stand.

Social media is a powerful tool for driving awareness. Create event-specific hashtags, post sneak peeks of your stand design, and share any speakers or panels your company will be involved with. Engage with event organisers and other exhibitors online to generate buzz and make connections before the event even begins.

During the event, continue promoting your stand through live updates, showcasing behind-the-scenes moments, and posting highlights of your product demonstrations or visitor interactions. This not only keeps attendees engaged but also reaches a broader audience who may not be able to attend the event in person.