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An enforced break from exhibitions and shows due to you-know-what has led to somewhat of a renaissance for these kinds of events. They truly are one of those things that we didn’t know how much we needed until they were gone. And whisper it quietly, but it looks as though they are back for good once again. So, what better time to reassess how valuable they are to your business and also how you can make the very most from them as a company?

1 Promote yourself

To make the most of any appearance at an exhibition, it really helps to promote yourself to the audience before the show starts. Make people aware you are going to be there, get them excited about why they should come and visit you, try to make your stand unmissable. No matter how big your presence at a show, there’s a chance people might miss you in the hustle and bustle. By using methods such as email marketing, social media posts and press releases, you can make sure that your company’s name and logo is firmly in the minds of attendees to a show – whether end consumers or B2B visitors.

2 Get ready to engage

Being at a show is only the first piece in the jigsaw of making it a success. To really make the most of it, you need to be engaging and welcoming towards passers-by. Too many times we have walked the halls of shows and seen staff sitting on stands looking bored or fed up and barely making eye contact when we come close. Exhibitions are hard work, they’re tiring, and there are always dull moments, but you have to try and keep your game face on as much as possible. Say ‘hi’ to people, welcome them, ask them how they are, you never know who you might be speaking to next.

3 Teamwork pays off

As just mentioned, shows can be hard work. Because of that, you need the right team for the occasion. Try to get as many people at the show as you can afford to and make sure they are the people who have the personalities that will come across best – everyone on your stand is a living, breathing representation of your company. Having a solid team will help with camaraderie and also allow you to give people decent breaks and downtime, which will boost your overall performance at the event.

4 Make people remember you

If it’s possible, try to make your stand more than just a stand. Try to create an experience. A great example of that is British tent brand Vango, which often hosts a contest to see who can inflate one of its AirBeam tents the fastest, with a running leader board throughout the event and prizes for the winners. It’s not always practical, but by creating an experience, people are much more likely to remember your company in the blur of products and brands they will see over the days of a show. If you can’t create an experience with your products, then consider giving away a simple and useful free gift that will keep you in the mind of visitors.

5 Remember it’s not all about the show floor

One of our favourite lines about shows, particularly trade shows, is that all the best deals are done outside the show. The social aspect of an industry can be a hugely important of a big get-together like an exhibition. Whether it’s in the bar, a restaurant, or some other more relaxed social setting, this is where you really get to know your customers or prospective customers and forge much stronger relationships with them. Having the opportunity to do it in a less formal situation is one of the best things about a show, especially if people have travelled long distances to be there – it’s a rare opportunity.

6 Place importance on the follow-up

If you pay no attention to any of this article at all, then please at least take on board this point. You simply must follow-up leads and contacts from an exhibition otherwise it may have all been for nothing. Those chance meetings mean nothing if you don’t stay in touch with people afterwards. Sometimes the follow-up might mean arranging to meet someone at a future exhibition or event, sometimes it’s just calling or emailing afterwards, or sending some information you said you would. Strike while the iron is hot in the week or two after the event to be most effective with your following up.