Exhibition planning can be a challenge, especially when time’s tight and the pressure’s on to deliver something that really stands out. Whether it’s your first exhibition event or your fiftieth, there’s always a lot riding on getting every detail spot on.
That’s where this specialist guide from Tecna comes in. You’ll find practical exhibition planning steps to help you:
• Stay in control, even on a tight turnaround
• Maximise your budget for impact and ROI
• Create a stand that turns heads – and makes your team or clients proud
Let’s make this your best exhibition yet.
1. Define clear objectives and goals
The first step when you’re looking to plan an exhibition? Setting lead volumes, revenue goals, and meeting numbers – whatever metrics make sense for your business it’s important to have a clear strategy and KPI’s. Give your team something clear and motivating to work towards in order to see results and measure success post event.
Be clear on the action you want visitors to take, whether it’s booking a follow-up meeting, signing up for a demo, or placing an order.
2. Identify your target audience
Think carefully about who you’re looking to target for this specific event. Is this about reaching buyers ready to place orders? Sparking interest with prospects who need convincing? Reconnecting with valuable existing clients? Or making your mark on industry leaders who need to know your name?
3. Choose the right exhibition
Look for events or trade shows known for a high-quality audience that includes the key decision makers you are looking to attract. The location matters too – is the exhibition venue accessible for your team and your target audience?
Speak to others in your industry and find out what’s worked for them. First-hand insight helps you avoid costly mistakes and uncover hidden opportunities.
Once you’ve made your decision, read through your exhibitor manual carefully to make sure you’re fully aware of everything you need to do before the event.
4. Book your space early
The best stand locations go fast – sometimes a year in advance – so planning your exhibition early is essential. Think carefully about where you’ll attract the most attention. High-traffic spots near entrances or cafés naturally draw more visitors.
Layout matters too. Your stand design will depend on the space you secure (corner stand vs. island, for example), so book early to give yourself options and make it count. You will then have plenty of time to organise your exhibit without incurring late or quick turnaround fees and to maximise your promotion of your participation.
5. Plan your budget
Your budget fuels everything, so plan smart and cover all the key areas to avoid surprises later:
• Exhibition space
• Exhibition stand design, build, transport, and installation
• Signage, digital screens, activations and print
• Marketing costs, like pre-event campaigns or literature
• Travel and accommodation for your team
• Branded giveaways and merchandise
• Lead capture tools and technology
We’ll dive deeper into each of these as we move through the checklist.
6. Design an eye-catching stand
This is where your brand comes to life.
Think big on visuals. Clever lighting, bold graphics, banners and digital screens pull attention from across the exhibition hall. Guide visitors through the space naturally – every corner should invite them to stop, explore, and stay to connect.
Create space for people to get involved – product demos, hands-on zones, or informal chat areas. The more interactive, the better. Your stand can raise your brand awareness and profile, so ensure it reflects who you are.
Are you looking for UK experts in exhibition stand design?
7. Arrange stand build and installation
Many stand build teams offer full installation, ensuring everything is in place and ready when the doors open. If you’re using a modular stand, you might even train your team to handle the build themselves for flexibility at future events. Either way, make sure this is planned well in advance.
And don’t stop at build-up – think beyond the event. Can the stand be re-used or adapted for future shows to minimise costs and be more sustainable? If so, plan for storage. Many build partners can handle dismantling, packing, and storing your stand, ready for whatever comes next.
8. Plan and order marketing materials
Think creatively about what will work best for your audience and your stand setup:
• Graphics, Banners and signage — bold, eye-catching, and easy to read from a distance.
• Brochures and flyers — concise, well-designed, and packed with value.
• Business cards — simple, memorable, and easy to hand over during conversations.
• Promo videos — use these to explain complex services, showcase customer success, or simply add energy to your stand.
9. Organise branded giveaways or promotional items
Branded items should be practical, memorable, and a clear reminder of who you are. Think beyond the usual pens. What would your audience use? Sometimes, the simplest things work – like offering branded snacks or coffee that adds real value in the moment.
When it comes to giveaways, consider offering a discount or a free product or service from your brand. It’s a powerful way to build excitement about what you do.
10. Promote your attendance pre-event
Social media, email campaigns, website updates, and press releases – all of these channels can work together to get your audience curious and excited. Share teasers of what’s coming, showcase your stand design, or hint at what visitors can expect on the day. Many tradeshows offer the chance to feature in their own event promotions too – like previews, newsletters, or social posts.
And don’t stop there. Personally invite your key clients and prospects, giving them a reason to visit – like a hands-on demo, special offer or preview.
11. Prepare a lead capture strategy
Have a clear plan for capturing leads – it’s what turns conversations into future opportunities.
Use lead scanners, digital forms, or competitions to capture contact details quickly and keep the process engaging, and always factor in data protection. Consent must be explicit, and every detail handled securely and in line with the Data Protection Act. Try and gather as much information as possible to ensure follow ups can be personalised to what the contact is looking for, rather than blanked follow ups.
12. Organise on-stand activities
On-stand activities create energy, draw attention, and turn passers-by into engaged visitors.
Think live demonstrations, product showcases, or interactive experiences that pull people in. Gamification works too – competitions, spin-to-win wheels, or challenges that add a sense of fun and give people a reason to engage with your brand and stay longer on your exhibition stand.
13. Arrange travel and accommodation early
Book early to keep your team close to the action. Shorter commutes mean more energy on the stand, and fewer early starts or late-night dashes.
Think about transport to and from the exhibition too. Flights, trains, parking – sort the details now so everyone arrives fresh and ready to perform.
14. Review insurance and health & safety requirements
Check your insurance. Does it cover the stand, your team, and any equipment you’re bringing? If anything gets damaged or someone gets injured while you’re exhibiting you need to know you’re protected. You’ll also want to conduct risk assessments where needed – consider trip hazards, electrics, and product demos, ensuring every part of your stand is safe for both your team and attendees.
15. Confirm power, Wi-Fi, and technical requirements
Plan your technical needs early and arrange everything with the organisers to avoid last-minute surprises and costs. Think about what your stand really needs to run smoothly – lighting, power supply, internet connection, AV equipment, catering, meeting areas, storage, furniture, floor coverings, and even the basics like bins and bin bags. Every detail adds up and affects how your stand functions and how smooth and professional it feels.
16. Train your stand staff
Your team is the face of your brand – set them up for success with:
• Solid product knowledge so they can answer questions with confidence.
• Clear key messaging so everyone’s speaking the same language.
• Training on what to wear, stand etiquette and how to approach visitors, such as having open and positive body language.
17. Plan for refreshments and breaks
Exhibitions are exciting – packed with energy, new connections, and opportunities. But they’re also full-on. Plan proper breaks and keep your team fuelled throughout the day with refreshments. A rota helps too, giving everyone time to recharge without leaving the stand empty.
18. Monitor and engage on social media during the event
Social media keeps the momentum going and pulls people in, even if they’re not at the show yet. Share live updates, photos, and videos throughout the day. Engage in real time – reply to comments, tag visitors, and join the event hashtags. It’s a chance to create buzz, build connections, and make your stand a memorable part of your visitors’ exhibition experience.
19. Follow up leads post-event
Timely follow-up is where you turn conversations into real opportunities and maximise your return on investment.
Plan to reach out while the event is still fresh in their minds. Personalised emails, follow-up calls, or meeting invites – think about what works best for your target audience. Show them you were listening and remind them why that connection matters.
20. Evaluate your exhibition performance
This is where you learn, refine, and improve next time.
Gather feedback as soon as your return so it’s fresh in everyone’s mind – from your team, leads, or anyone who experienced your stand. What worked? What needs rethinking? Those insights are gold.
Then dig into the numbers. Analyse your spend, your returns, and the real value created. This is what shapes your strategy for the next exhibition.
Stress less. Achieve more. Exhibit with Tecna.
Our full project management service takes the entire exhibition planning process off your shoulders, from creative concepts and logistics to build, breakdown, and everything in between.
Every detail is handled, every deadline met – all with energy, big smiles, and a commitment to push the possible.
We think big, push creative boundaries, and design exhibition spaces packed with fresh, exciting elements that make your brand impossible to ignore.
It’s time to power up your presence.
