Choosing the Right Trade Show: What Every Exhibitor Needs to Know
Exhibiting at a trade show can be a game-changing opportunity for your business—but only if you choose the right one. With countless exhibitions taking place across the UK and internationally each week, selecting the best fit can feel overwhelming. However, with the right preparation, you can make a smart, strategic choice that maximises your return on investment (ROI) and sets you up for success.
Here’s what you need to know when deciding which trade show is best for your business.
1. Define Your Objectives
Before even glancing at a trade show calendar, take a step back and ask yourself what you want to achieve. Are you aiming to:
- Generate new leads?
- Raise awareness of your brand?
- Launch a new product or service?
- Build stronger B2B connections?
- Engage with existing customers?
Understanding your goals will guide your decision-making and help you identify events that attract the right audience. For instance, larger exhibitions might provide more footfall and lead opportunities, while smaller, niche events may offer more meaningful engagement with a targeted group.
2. Set a Realistic Budget
Once your objectives are clear, it’s time to crunch the numbers. Stand space in major UK venues typically costs between £300–£350 per square metre, so even modest plots can quickly add up. But the stand itself is just the beginning. Other expenses can include:
- Custom stand design and build
- Graphics and signage
- Lighting and electrics
- Furniture and décor
- Printed materials
- Staff training, travel, accommodation, and meals
Don’t fall into the trap of spending your entire budget on floor space and skimping on the actual stand. A well-designed, eye-catching stand is crucial to attracting visitors and delivering ROI. Remember: your stand is your shopfront—it needs to impress.
3. Research, Research, Research
There’s no shortcut to thorough research. Use resources like Trade Fair Dates, EventsEye, and Tradefest, as well as industry publications and LinkedIn groups, to build a shortlist of relevant exhibitions. Investigate each show’s:
- Size and location
- Exhibitor list and sectors covered
- Attendee demographics and numbers
- Event reputation and history
Filter your shortlist by your goals and budget to narrow down your options.
4. Understand Your Audience
Your exhibition presence should align not just with your brand, but also with your audience’s habits and preferences. Ask yourself: Which events are my customers attending?
B2B and consumer expos can differ significantly, even within the same industry. Some may be heavily geared towards trade professionals, while others cater to the general public. Understanding these nuances will ensure you’re investing in an event your ideal customers will actually attend.
Consider also surveying your existing customers or analysing social media to see which events they’re excited about.
5. Know Your Venues
While venues like ExCeL London and the NEC Birmingham are popular choices, exhibitions take place across the UK—from Glasgow’s SEC to Manchester Central and the BIC in Bournemouth.
Venue size isn’t everything. What matters is where your target audience is going to be. However, location does affect logistics and costs. Factor in:
- Travel time and convenience
- Hotel availability
- Daily expenses
If your audience is international, don’t shy away from overseas shows. Renowned European venues like Messe Düsseldorf or RAI Amsterdam may offer better opportunities depending on your sector.
6. Check the Event’s Track Record
A well-established trade show often comes with a built-in audience and a proven track record of success. Look at:
- How long the event has been running
- Attendance figures over the years
- Media and industry coverage
- Exhibitor feedback
- The calibre of businesses attending
The more reputable the show, the more trust it commands—both from exhibitors and attendees.
On the other hand, new shows may offer lower prices and less competition, but they also carry more risk. Choose wisely based on your risk appetite and resources.
7. Timing Is Everything
The right trade show at the wrong time can be a costly misstep. Align your exhibition calendar with your sales cycle and product launch plans. Ask:
- When are customers most likely to buy?
- Is this a busy time in the industry?
- Are you ready to showcase something new?
Also consider other major events in the area that might drive up travel or accommodation prices. Early planning can save you from overpaying.
8. Assess Stand Location and Space Availability
Where you’re placed within an exhibition can drastically affect your foot traffic. Premium spots—like near entrances, food courts, or high-traffic aisles—often go quickly. Book early to secure a good position.
Also consider your stand format. If you’re attending multiple events, a modular exhibition stand that can adapt to different spaces may offer better flexibility and cost-efficiency in the long run.
9. Explore Press and Promotional Opportunities
Many trade shows promote their exhibitors through their websites, social media channels, or printed show guides. Some also have a list of attending media outlets or influencers.
Ask organisers for previous press lists or explore options for sponsorship and speaking slots. These can dramatically enhance your visibility and credibility before, during, and after the event.
10. Visit as a Guest First
If time allows, attending the exhibition as a visitor before committing to exhibit is a smart move. It gives you first-hand experience of:
- The type of audience it attracts
- The quality and layout of stands
- How well the event is organised
- Potential competitors and collaborators
This insight will help you plan more effectively and feel confident that your investment will pay off.
Choosing the right trade show isn’t a one-size-fits-all process. It’s about aligning your goals, budget, and audience with the right event. With careful research, thoughtful planning, and a solid exhibition strategy, you’ll be in a strong position to make a lasting impact and maximise your return.
So before you book that space—pause, plan, and proceed wisely.