If you’ve booked your exhibition space for 2027, you’ve made a start. But booking the space is only one part of making the event worthwhile.
Who do you want to meet? What will make them stop at your stand? How do you want them to feel when they arrive? And what happens after that promising conversation?
Those decisions need attention well before the doors open.
Why start thinking about it now?
For exhibition projects, we recommend allowing at least 12 weeks for planning and preparation. Larger turnkey projects need at least three months, and more time may be needed depending on the design, supplier availability and the organiser’s deadlines.
That time allows us to understand your objectives, develop the concept, find the right supplier to build the proposed stand and work through costs, approvals, production and installation.
It also gives us time to plan the activity around the event. The invitations, videos, brochures, merchandise and follow up process all need to support what you’re trying to achieve.
If you’re exhibiting in the early part of 2027, these conversations should be happening now, with the Christmas break factored into the schedule.
Start with what you want to achieve
Before discussing screens, colours or giveaways, be clear about why you’re exhibiting.
Are you launching a product, meeting potential distributors, generating enquiries or strengthening relationships with existing customers?
Agree what a worthwhile result would look like. Ten relevant meetings could be more valuable than hundreds of people picking up a free pen.
Then consider the whole budget. Alongside the space and stand, think about event services, transport, accommodation, staff time, promotional materials and follow up. We can then help you prioritise where that budget will make the most difference.
Give people a reason to visit
Don’t leave every conversation to chance.
Tell relevant customers and prospects that you’ll be there. Explain what they can see, learn or discuss, and invite them to arrange time with your team.
“Find us on stand 24” tells someone where you are. A demonstration, expert conversation or opportunity to see a new product tells them why they should visit.
Your emails, social posts, website and sales conversations should all support that message.
Think about the experience, not just the appearance
A stand can look impressive and still be difficult to use.
Can visitors understand what you do from the aisle? Is it easy to approach? Where will demonstrations happen? Is there space for a more detailed conversation without blocking the entrance?
Think about how you want people to feel: welcome, interested and confident that your team understands their needs.
Then work through the practical details. Where do the power sockets need to be for your screens, laptops and equipment? Do demonstrations need a reliable internet connection? If you’re using a raised floor, how will access and cables be managed? Where will you store bags, stock and spare literature?
These details need checking against the organiser’s requirements and agreeing before the build. Finding out during setup that the power is in the wrong place creates an avoidable problem.
Make sure visitors leave with what they need
That might be a brochure, a relevant case study, a demonstration or a useful piece of merchandise. It should support the conversation, rather than simply fill a bag.
Your team needs preparing too. Agree who you want to speak to, which questions to ask and what the next step should be. Check the videos, rehearse the demonstrations and make sure everyone can explain the offer clearly.
Plan the follow up before the first enquiry arrives
Scanning a badge gives you contact details. It doesn’t necessarily tell you what was discussed.
Record the visitor’s interests, requirements, timescale and agreed next step. Make sure that information reaches your CRM or shared tracking system, with a named person responsible for following up.
Who sends the promised information? Who arranges the meeting? When will they do it?
These decisions shouldn’t wait until everyone is back in the office trying to remember which conversation belonged to which contact.
Know whether the event was worth it
A busy stand is encouraging, but it isn’t a complete measure of success.
Track qualified enquiries, meetings, opportunities and the work you eventually win. Keep reviewing after the event, particularly if your customers take time to make decisions.
Potential pipeline isn’t confirmed revenue. To assess financial return, look at the profit contribution from work attributable to the event against its full costs, rather than simply comparing sales value with the price of the stand.
That gives you useful evidence when deciding whether to book again and what to improve.
We can help you plan it or manage it for you
At EBY, we can design a pop up stand for your regular local business event or provide a full turnkey solution for a larger exhibition.
That can cover communications before the event, stand design and build, video, merchandise and printed materials, through to handing over the completed stand ready for your team.
You might need support with particular elements or someone to coordinate the whole project. We can agree the scope around your objectives and budget, with clear responsibilities from the start.