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Tips for a successful business exhibition

Woking Means Business

Preparing for a business exhibition can be stressful, no matter how small your stand is, what you want to avoid is NOT standing out. On the 17th October was the Woking Means Business exhibition held at the HG WELLS centre in Woking, we spoke to sales manager Michelle Chilcott on how to be prepared for any exhibition you attend:

Here are also some tips for you to keep in mind:


  • Make Your Display Table Stand Out: If the show display table you have does not include a tablecloth, be sure to get one that complements your display and represents your company’s image and color scheme (without being overpowering). Even if a tablecloth is supplied, bring your own or something to add some depth to your table (i.e. a table runner). Your table will definitely stand out in a crowd.

  • Use a Presentation Board: If your space will allow, erect a stand-alone presentation board. On the board, you can show how clients can benefit by using your services. Be creative and make it stand out. Include pictures, if possible, and be sure your company name and logo are more than obvious.

  • Arrange Your Display Table Properly: Arrange your trade show display table in levels. Put the larger items at the rear, shorter items in front of those, and even shorter items in front of those.

  • Use Video or Slide Shows to Draw Attention: Develop a video or slideshow presentation to display on TV monitors in your booth. There are various stands and racks available for mounting flat screens for trade shows. You can rent or borrow this equipment if you don’t already have it. Your visitors will find this visually appealing, and it will draw their attention.

  • Promote Your Booth on Social Media: Use social media to let your customers know that you are participating in an exhibition and invite them to stop by and visit. If you are not using social media already see How to Create a Social Media Plan, How to Create a Fan Page on Facebook and How to Promote your Business on Twitter.

  • Have Plenty of Giveaways:  Have plenty of giveaways, such as business cards, brochures, pens, magnets, and anything else that has your company name and/or logo on it. Most people who attend trade shows are expecting to take home some goodies. And be sure to use display racks for showing your flyers, specials, brochures, and such.

  • Food Goodies are Always a Big Hit: Offer something a little different as a  FOOD, sweets, beverages, name it!

  • Offer Gift Certificates: Offer Gift Certificates for some of your services as a  giveaway. There’s nothing better than getting a deal, and when they ‘cash in’ their certificate, they will see how valuable your services are and will come back for more.

  • Have a Draw Prize: Have a draw for a prize. Offer a prize that in some way complements your business if possible, and appeals to anyone. Have visitors and entrants sign a guestbook, fill in a ticket, or drop their business cards into a fish bowl or gift bag. The great thing about this trade show giveaway is that you can then use this information at a later date to make a follow-up contact.

  • Show Off Your Work: Have a portfolio of your work available as part of your display. Print off some of your best projects put them into plastic sheet protectors, and arrange them in a binder. Then lay out the binder where visitors can flip through the pages.

  • Have an Assistant: If the exhibition will be on for an extended length of time, be sure to have assistance in manning your trade show booth so you can take a break. If you don’t have the option of having someone take over for a bit, be sure to put up a note that tells people how long you will be gone or when you will be back. Look after yourself. 

  • Welcome Your Visitors: Most importantly, be friendly and inviting. Say "Hi" to those that turn and look toward you or your trade show booth. Strike up a conversation and be sure to have a short introductory speech ready. And have fun!

HG Wells- Episode 5: How to prepare for a business exhibition

Biz spoke to the sales manager of HG Wells, Michelle Chilcott on how to be prepared for a business exhibition