Not everyone loves planning exhibitions as much as us. If you are you planning to participate in an exhibition or trade show soon you might be feeling a mix of excitement and apprehension. You aren’t alone if you don’t know where to start!

Exhibitions are a fantastic opportunity to showcase your brand, connect with potential customers and generate leads, but planning and executing a successful exhibit can be a daunting task.

Today I want to walk you through the essentials of exhibit planning to ensure your next event is as successful as Disney’s Frozen franchise. So, grab a cup of coffee and let’s dive into some exhibit planning… (I’m weirdly excited by this topic but I’ll try to tone it down)


1. Define Your Goals: Lay the Foundation for Success

The first step in exhibit planning is to define your goals. What do you hope to achieve with your exhibit? It’s basic but you would be surprised how many people don’t really have a meaningful goal for their attendance.

Decide if it brand awareness, lead generation, or launching a new product? Then go one step further and set clear objectives.

Set some KPI’s! You might need to gather the team for input but these KPI’s will guide your entire planning process and help you make informed decisions along the way.

This step gets skipped so often but sets the stage for a successful exhibit – Need help? Call me. I care this much about your success I want you to make your investment count!


2. Know Your Target Audience: Connect and Engage

Understanding your target audience is crucial for creating a meaningful connection at your exhibit. Take some time to research and identify your potential customers. If you want to speak to more of the people who might buy into your offer, you will need to tailor your messaging, design, and activities to resonate with your target audience.

Remember – Engaging with your audience on a personal level can make all the difference to your results.


3. Design a Captivating Booth: Stand Out from the Crowd

Your exhibit is your stage, so make it visually captivating and attention-grabbing. Consider the layout, colours, signage, and branding elements that align with your company’s image.

Working with a team like ours at The Exhibit Company, we will throw ideas around for you to help your designers get started on booth graphics.

The biggest mistake you can make is to treat your exhibit like a brochure or a website. We all know that a well-designed booth will draw visitors in and create a lasting impression but it’s a niche that needs to be treated differently to other marketing channels.

Where possible, try to incorporate interactive elements, such as touch screens or product demonstrations, to keep attendees engaged and curious about what you have to offer.


4. Create Compelling Content: Tell Your Story

Content is king, even in the exhibit world! Craft a compelling message that tells your brand’s story and showcases your unique value proposition. Use eye-catching visuals, concise messaging, and compelling storytelling techniques to grab visitors’ attention and leave a lasting impact.

Less is more. Focus on delivering a clear and concise message that resonates with your audience. They are going to be walking by, bombarded my marketing messages. How will yours stand out?


5. Engage with Attendees: Make it Memorable

An exhibit is not just about showcasing your products or services; it’s about creating memorable experiences. The best trade show stands encourage active engagement. The more memorable and enjoyable the experience, the more likely attendees will remember and connect with your brand.

Everyone always thinks of giveaways as a way to engage audiences at exhibitions. If you have followed me for a while you would know that I’m not the biggest fan. In my humble opinion, they can be quite expensive and often a waste of money if not executed correctly… That is just my word of warning. I urge you to consider how they fit with your overall strategy and question if they help you reach your goal.


6. Follow-Up and Measure Success: Don’t Let Leads Slip Away

Congratulations! You’ve successfully wowed attendees at your exhibition. But the work doesn’t end there…

Now it’s time to follow up leads and nurture those valuable connections you made.

We want you to be able to measure your success. To do this we want to track metrics like leads, conversion rates, sales or social media engagement. Whatever KPI’s you set at the beginning of your planning. This data will help you refine your approach for future exhibits.


7. Review and Refine: Tracking your ROI

This step is like the forgotten 3rd child. It’s easy to move onto the next project and forget about the one you just completed. Don’t just look at results straight after the show. Check in at 3 months, 6 months and 12 months to see a true reflection of what impact your exhibiting resulted in.

You might also like to do a post-show audit to assess what worked well and areas for improvement. In this step you can get feedback from others too.

Lastly, document the lessons learned to incorporate into your future exhibit planning

Exhibit planning may seem like a daunting task, but with the right approach, it can be an exhilarating and rewarding experience. By setting clear goals, understanding your mission you’re well on your way to a successful exhibit. So embrace the journey and let your brand shine at your next event!

And if you are looking for more personalised advice for your exhibit design or strategy, then feel free to contact me on


Yours in Exhibiting,