Inspiring Business by Sharing Success

How to win the exhibiting game

When done right, exhibiting at events like Love Business can be a great way of raising your brand’s profile and putting your business in front of thousands of potential new customers.

The great thing about Love Business is that there is something for everyone. It brings together a great range of businesses looking to sell their services, along with thousands of delegates who are looking to meet new suppliers, make better business connections and celebrate the success of their fellow businesses.

Over the years, we have seen the best and the worst of exhibiting at the expo.

You need only cast your mind back to what our friend and event partner Everything Branded did at this year’s event to see what can be achieved when you put your mind to it, get creative and really put on a show. They smashed it!

Of course, your budget might dictate how far you can push things when you do exhibit, but you shouldn’t let that limit your imagination. With a bit of creative thinking, you can still make an impact at your stand without spending top dollar.

So, if you are exhibiting at next year’s Love Business, here are a few tips to help you get the most out of your day.

Bring the noise

There’s no point spending time and money on exhibiting at a show if you’re not going to make a splash. You need to stand out from the crowd and make people want to come to your stand.

So, think about what materials do you need to make the event a special one. Banners, as a minimum, are an absolute must, but think about any other displays or things you can do to make you stand out.

Do you have a strategy for getting people to your stand? What are you going to do with them when they get there? Are you going to give them a goodie bag or any marketing materials before they leave?

It doesn’t have to cost the earth but putting a bit of thought and effort into branding your stand for the day will make people remember you.

Take a team

It’s hard to make the most of an exhibition when you are there on your own.

As well as having to watch your stand at all times (or leave it unattended when nature calls – awkward!), you’ll miss out on any networking opportunities with other businesses at the expo.

So, bring a team and make sure everyone knows their role. Whether they are responsible for bringing people to you stand, handing out goodie bags or marketing packs, or actually selling your products and services, if they are clear on what their objectives for the day are, you won’t waste the opportunity of being there.

Promote, promote, promote

Your promotions aren’t just for the day, they need to start well before the event.

Can you do some PR about your attendance at the event? Can you start a hashtag trending on social media about the event? Do you have a list of clients you can send an email invitation to?

Have a think about what you can do to create a buzz about you being there… and then do it.

Be a speaker

There are often speaking opportunities at exhibitions. So, when you are booking your stand, be cheeky and ask if there are any slots free. Event organisers can often struggle to find speakers with a relevant story to tell, so why not offer to share your expertise?

And if you can secure a slot, great, there’s your angle to start promoting your attendance, so get that press release written!

Dress to impress

We’ve already talked about the importance of having a good-looking stand, but if the people manning it look like they’ve just got out of bed, it can create a terrible first impression of your business.

So, make sure you and your team dress and groom themselves well. That doesn’t necessarily mean you should all be suited and booted, especially if you don’t operate in a corporate environment, just make sure that you look the part and give off the impression you’d want your ideal customers to be left with.

Be conversational

Let’s face it, you’d be extremely lucky if all your visitors wanted to buy your product or service at the exact time they visit your stand. In reality, many people come to events to fact-find rather than buy, so don’t be too pushy or salesy. Instead, strike up a conversation with your visitors and find out more about them and how you may be able to help them.

You might not sell anything on the day, but if you’ve come away with a handful of business cards from people who are interested in your brand, that’s a win, right?

Just don’t forget to follow up after.


If you had a clear set of goals and objectives in mind before the day, after the event has finished and the dust has settled, make time to review what went well and what could be improved. This will give you a good idea of whether it was worth the investment of time and money, and whether you do it again. Remember, it might not just be about the sales you make. If you’ve started to build relationships with potential new customers, got some good exposure on the back of your attendance or learned something from one of the presentations or talks, then it’s not been a total waste of time.

Book your place at Love Business 2020

Love Business 2020 is shaping up to be the biggest and best event yet and is proving so popular that all the stands in the main two exhibition areas are sold already and we have only a small handful left in the networking area. Book yours here.

And if you’ve missed out on exhibiting, don’t worry, you can still come along on the day to experience what is set to be another great celebration of everything we love about business in the East Midlands. Book your FREE delegate pass.

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