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Making the most out of exhibitions and events

Updated: Jun 21, 2023

Why should you exhibit at an industry-specific trade show?

Industry-specific trade shows are events that bring together businesses and professionals from a particular industry. They can be a valuable asset for businesses of all sizes and offer a number of benefits, including:

  • Increased visibility - Participating in these events allows businesses to showcase their products and services to a targeted audience. This can help to increase brand awareness and generate leads.

  • Networking opportunities - These events provide businesses with opportunities to connect with other professionals in their industry. This can lead to partnerships, collaborations, and even new business opportunities.

  • Market research - Attending these events can help businesses to stay up-to-date on the latest trends and developments in their industry. This information can be used to refine marketing strategies and improve offerings.

  • Brand recognition - Exhibiting at these events can help businesses to increase brand recognition. By showcasing their products and services, businesses can create a lasting impression with attendees.

  • Learning - These events can be a great way to learn about new products, services, and technologies in your industry. This information can help businesses to stay ahead of the competition.

What you should consider


Exhibiting at a trade show takes a lot of time, both in the preparation and follow-up. For an international trade show, it is recommended to start planning between 12 and 18 months in advance, and continue to follow-up and evaluate the return for 6 to 18 months after the event. This gives you enough time to book a well located booth, develop your marketing materials, and train your staff.


Most of your budget will be spent on the booth itself, so it is important to ensure you get a return on your investment. You should also factor in the cost of staff time, marketing materials, and travel, as well the cost of staff time in the run-up, during and after the event.

Digital tools

Exhibitors at trade shows are usually given access to a networking platform which you can use to send out invitations and share information about your business. This is an often underused tool that can be used to reach out to potential customers and schedule meetings ahead of the event.

On the day

Two aspects are key to delivering a good trade show: your stand and your team. Your stand is the first thing that attendees will see, so it is important to make a good impression. Your team should be knowledgeable about your products or services, and they should be able to answer questions and build relationships with potential customers.

Overall, industry-specific events and exhibitions can be a valuable asset for businesses of all sizes. If you're looking to increase your visibility, network with other professionals, learn about new trends, or generate leads, then attending trade shows is a great way to achieve your goals.

Are you looking to exhibit at an event in 2023/2024?

As we've seen, there are many things to consider when exhibiting at a trade show. It can be daunting and, when done to its full potential, takes a lot of time and effort.

If you feel like you could use support to set up the right objectives and deliver return on investment, reach out to see how SimplyBD can work with you to achieve your goals.


I would like to acknowledge the UK Department for Business and Trade and ProExtra who delivered an amazing workshop on “International Exhibitions: how to boost your return on investment”, which inspired me to write this article.

Please note, for transparency purposes, that I used AI to help me summarise information, and improve the grammar and clarity of my writing. I have edited the text to ensure that it reflects my own thoughts and ideas. One external source used can be found here.


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