Booked the stand… now what?

Exhibiting at an event is a serious investment, not just in terms of cost, but time, energy and resource. And yet, so often, businesses stop at securing their stand space and leave everything else until the last minute.

The truth is, the hard work starts after the booking form is submitted. If you want your attendance to deliver results, whether that’s leads, awareness, or relationship building, you need a clear plan.

Define what success looks like

Before you think about banners or branded pens, get clear on your objectives. Are you launching something new? Looking to build relationships? Generate leads? Raise your profile in a new sector?

Knowing what success looks like helps shape every decision that follows, from messaging and layout to who should be on the stand.

Plan your presence, not just your stand

It’s easy to focus on the physical setup, tables, backdrops, literature, but your presence goes beyond that. Think about:

• Who will attend from your team, and what roles they’ll play

• What marketing collateral is needed, both print and digital

• How you’ll capture leads or enquiries on the day

• What follow-up is in place after the event

  
  

Nail the logistics early

Leaving logistics to the last minute creates stress and opens the door to mistakes. Plan ahead:

• Travel and accommodation for your team

• Shipping deadlines for materials

• Access times for setup and breakdown

• Electrical, Wi-Fi or AV requirements

• Catering or refreshments if needed

  
  

A small hiccup here can have a big knock-on effect.

Make the most of the event organisers

Good organisers offer far more than floor space. Use their resources, from marketing packs and PR support to attendee lists and speaker opportunities. Often, it’s the businesses that engage early with organisers that get the most visibility.

Don’t forget the follow-up

You’ve made connections, had great conversations, now what? A well-thought-out follow-up process can make all the difference:

• Log and prioritise leads

• Personalise your follow-up

• Keep the conversation going

  
  

If you’ve promised something, make sure it happens. It’s these touches that build trust.

Booking your stand is just the beginning. The businesses that see real returns from events are the ones that plan strategically, turn up prepared, and follow through afterwards.

Need support making your next event count?

We help businesses plan and deliver events that work, smoothly, strategically, and without the stress. Get in touch to find out how.