How To Use Exhibitions To Grow Your Small Business
                     How To Use 
Exhibitions 
To Grow 
Your Small 
Business
OVERVIEW
1. How do I choose an exhibition to 
attend?
2. How do I find and secure a space to 
exhibit?
3. How do I design a stand?
4. How do I promote the stand?
5. How do I run my stand?
6. How do I attract people to my stand?
7. How do I sell to visitors/potential 
customers?
8. Where can I find out more about 
exhibitions?
What Business 
Objectives Can 
Exhibitions Help 
Achie1.vBeein?g able to meet customers face-to-face.
2. Selling is another reason why exhibitions are 
thought of so highly.
3. Compile a database of leads and a mailing 
list of potential customers for future contact.
4. Debuting and demonstrating a new product 
at a trade show.
5. Many parties simply go to exhibitions just 
hoping to find others to do business with.
How Do I Choose 
An Exhibition To 
Attend?
If the exhibition is in its first 
year, consider attending as a 
customer first before exhibiting 
– many exhibitions can be 
badly run and won’t yield the 
benefits that you’re after.
How Do I Find 
A Space To 
Exhibit?
1. Make sure you are in as visible a spot as possible.
2. Try and get near either the aisles or walkways.
3. Securing a space near a popular meeting point such as a 
café or vending machine.
4. Organize the resources and supplies you need. 
How Do I Design A 
Stand?
1. Most exhibitions offer ‘shell schemes’ which gives you 
control over the display.
2. You could also consult/employ a designer.
3. Multimedia such as a laptop or TV display could also 
help you stand out.
4. Make it functional. Leave space for visitors – they have 
to be able to approach the stand.
How Do I Promote The 
Stand?
1. Compose a press release.
2. Advertise by declaring your 
attendance at the exhibition 
through online/offline 
advertising, or by direct mail.
3. Request complimentary tickets 
and send them to your high-
value customers.
4. Ensure you’re listed in the 
exhibition catalogue.
5. Also, enquire about the 
exhibition’s PR plans.
How Do I Run My 
Stand?
1. Prepare your resources by ensuring you 
know where you will be, and have adequate 
supplies of all the resources.
2. Rehearse your message constantly, and 
work out what you will say to customers, to 
journalists, and to competitors.
3. Recruit helpers but make sure you choose 
people who are enthusiastic, personable, 
and able to speak intelligently about your 
business.
How Do I Attract 
People To My 
Stand?
1. Stand out. Do everything 
you can to make your 
stand visible.
2. Offer branded freebies, 
pens, key rings, USB 
sticks and other 
giveaways.
3. Giving refreshments to 
your visitors a reason to 
linger at your stand.
4. Hosting prize draws can 
tempt potential 
customers.
How do I Sell To 
Visitors/Potential 
Customers?
1. Just simply 
approach them.
2. Ask them about 
themselves.
3. Make sure your 
helpers are briefed 
on answers to 
common questions 
and queries.
4. Don’t be aggressive.
5. Take down their 
contact details.
Where Can I Find Out 
More About 
Exhibitions?
1. Your local trade association.
2. The Association of Event Organizers.
3. Event Magazine.
4. Exhibition News.
CONTACT 
US
Wow Space Creative Exhibitions is the 
most celebrated exhibition stand 
companies of the UK. We give our 
customers the best service.
                                         Call Us:  0044 1743 383049 
                                  Website:  www.wow-space.co.uk