Exhibition marketing raises a lot of questions. What should your exhibition stand look like? How do you actually get leads – not just footfall? And is it really worth the investment?
Whether you’re planning your first stand or looking to refine your exhibition marketing strategy, this guide has you covered. At Tecna, we’ve been helping businesses like yours create powerful, purpose-driven exhibition stands for over 20 years. We know what works – and what doesn’t.
We’ll walk you through the what, why, and how of exhibition marketing, with examples of strategies in action. Let’s get started.
Why is Exhibition Marketing Important for Your Business?
Exhibitions give you the perfect stage to show off what makes your business different. Here’s why it’s worth the investment:
• Generate qualified leads – Meet prospects who are ready to buy, not just browse.
• Learn about your industry and competitors – Spot trends, see what others are doing, and do it better.
• Create buzz and brand visibility – Get noticed and become the stand everyone’s talking about.
• Network and form partnerships – Connect with suppliers, collaborators, and potential game-changers.
• Gather customer feedback and insights – Listen, learn, adapt, and shape your offer to what your audience really wants.
• Boost your industry profile – Prove you belong – stand tall as a leader, not a follower
How to Plan an Effective Exhibition Marketing Strategy
Let’s go through how to create a successful exhibition marketing strategy, step by step.
Choose the Right Tradeshow
In a sea of events, choosing the right one for you matters. Choose the event that gives your brand the best chance of connecting with the right audience.
• Check the target audience – Does the event attract the right people for your brand? Industry professionals? Buyers? Decision-makers?
• Explore guest speaking opportunities – A speaking slot elevates your presence and positions you as an authority.
• Don’t be distracted by volume – It’s not about having hundreds of people attend, it’s about how many of the right people are there.
Set Measurable Goals
Once you’ve chosen your event, decide what you want from the exhibition. Without clear goals, it’s easy to lose focus.
• Launching a new product? – Build your campaign around generating excitement and getting the product into people’s hands. Set a target like 50 demos delivered or 100 samples given out.
• Generating leads? – Design your stand and your message to attract the right crowd. Train your team to engage confidently and capture details – aim for X number of qualified leads per day.
• Looking to increase brand awareness? – Go bold and memorable. Consider metrics like social media mentions, stand visitors, press coverage or follow-up meeting requests booked on-site.
Factor In Your Budget
Get your team involved early and set your exhibition marketing budget so that everyone is on the same page. Then break it down into clear priorities:
• Prioritise your exhibition stand – It’s the first thing anyone sees and sets the tone for your brand. A well-built, professional stand shows visitors you mean business. Modular stands are a smart, cost-effective way to customise your space without overspending.
• Invest in quality promotional materials – Brochures, product samples, and digital content should reflect your brand’s professionalism. Leave visitors with something memorable – and worth keeping.
• Factor in the essentials – Don’t overlook logistics such as power, travel and accommodation. The smooth running of your exhibition event depends on it – and a well-prepared team is worth every penny.
Making the Most of Your Exhibition Space
Now comes the exciting part – designing your exhibition stand.
Exhibitions are full of noise, colour, and competition, so give people a reason to stop and stay. Interactive experiences draw people in and give them something to do, not just look at. Live product demos, touchscreens, or VR experiences – all create a hands-on connection that sticks.
Think about how visitors will move through your stand. Can they flow naturally from one feature to the next? Is there a clear journey that guides them through your story?
Make sure to give your stand design room to breathe. Resist the urge to cram in every product, message, or graphic. Instead, focus on the feeling you want visitors to have when they approach.
Excited? Intrigued? Inspired? Design your space to deliver that moment.
If you need more inspiration, take a look at our blog on exhibition stand ideas.
What Makes a Good Exhibition Stand? Real-Life Example
Simply put, a good exhibition stand engages its visitors.
We’ve been working with ManyPets since 2012. At their latest event, they took things up a level with a “Build Your Own Kennel” activation, a hands-on experience built using our modular framework. It was playful, bold, and bang-on-brand. Visitors weren’t just passing by – they were stepping in, getting involved, and sticking around.
Train Your Exhibition Team
Your team is the energy on your stand. They’re the storytellers, the spark, the reason visitors stay. The right team will pull people in, start conversations, and turn interest into action.
Every team member should know their role, whether it’s capturing leads, running demos, or drawing in passers-by with energy and confidence. They need confident pitches, but more importantly, they need to listen. Great exhibition teams connect with people, ask the right questions, and spot the golden opportunities others miss.
Plan Pre-Event Marketing
Momentum matters. Start building it well before the exhibition doors open. Use social media, email campaigns, and PR to tease what’s coming. If you’re launching a new product, hint at what visitors can expect to see.
Imagine this – you’re about to launch an innovative, eco-friendly packaging solution. Two weeks before the event, you run a social media countdown showcasing behind-the-scenes shots. You invite top prospects personally and pitch an exclusive first-look demo at your stand. You partner with the event organisers to feature in their pre-show newsletter. By the time the doors open, people know who you are and they’re already curious.
Capturing and Managing Leads During Exhibitions
You’ve got their attention, now make it count. Use simple, engaging methods to capture details while the interest is high.
• Have your team ask the right questions, not just collect business cards. What’s their challenge? What brought them over?
• Use tablets or digital forms to keep lead capturing fast and professional.
• Add value – offer a downloadable guide, an invite to an exclusive demo, or a competition entry in exchange for their details.
For GDPR compliance, make sure that you’re upfront about how you’ll use their information, with no grey areas. Get clear, recorded consent, whether it’s a tick box on your form or a digital opt-in.
What Happens After the Exhibition?
Your exhibition is just the beginning. Here’s what comes next.
Post-Exhibition Follow Up
After the exhibition, the follow-up is your chance to turn warm conversations into serious opportunities. Move fast to keep the momentum alive.
• Send personalised follow-up emails within a week. Remind them who you are and reference your conversation if possible.
• Share useful content – product sheets, case studies, or a video recap of your stand to add value.
• Don’t stop at one email. Build a lead nurturing sequence that keeps the conversation going. Invite them to connect, book a call, or explore your website.
Measuring Success Against Objectives
Once the event wraps, it’s time to assess how well your exhibition strategy delivered. Review your numbers – leads captured, product demos completed, samples handed out, and meetings booked.
Track brand visibility too, like social mentions, new connections, and interest generated. These indicators reveal how well your stand cut through the noise.
Finally, capture the lessons learned. What hit the mark? What could be refined next time? These insights are what turn a good exhibition into a great one, driving better results at every event.
Next-Level Exhibition Stands to Power Your Marketing Strategy
Exhibitions are your moment to stand tall, grab attention, and show your audience exactly what your brand is made of. At Tecna, we deliver the complete exhibition solution – start to finish, and everything in between.
Design. Build. Installation. Logistics. Storage. We combine bold ideas, with precise planning and flawless execution.Every detail of your stand is handled by our expert team, so you can stay laser-focused on sparking conversations, building relationships, and closing deals.
We’re not here for forgettable. We’re here to create bold, high-impact spaces designed to stop people in their tracks and make your brand memorable.
Let’s make a stand that redefines what’s possible.
