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Choosing the Right Trade Show: What Every Exhibitor Needs to Know

Exhibiting at a trade show can be one of the most effective ways to boost brand visibility, generate leads, and connect with potential partners. However, not all trade shows are created equal—and choosing the wrong one can result in wasted time, money, and missed opportunities.

This 10-step guide will walk you through the key factors to consider when selecting the right trade show for your business, ensuring your investment delivers a strong return and lasting value.

Step 1. Set Clear Exhibition Objectives

Before browsing event calendars or booking stand space, take a step back and ask: Why are we exhibiting?

Common exhibition objectives include:

  • Launching a new product or service
  • Generating qualified leads or sales
  • Building brand awareness
  • Strengthening relationships with existing clients
  • Entering a new market or territory
  • Networking with suppliers, partners, or distributors

Clearly defining your goals helps narrow down which events are worth considering. For example, if your goal is to generate large numbers of leads, opt for high-footfall shows. If you’re targeting a specific audience or aiming to educate prospects, smaller, industry-focused events might be more effective.

Step 2. Determine Your Budget

A trade show budget should go beyond just floor space. Here’s what to factor in:

  • Exhibition space hire – Premium venues in the UK often charge £300–£350 per m²
  • Exhibition stand design – Quality custom or modular stands may exceed the cost of the space itself
  • Stand elements – Graphics, lighting, AV, signage, display units
  • Furniture and fittings – Seating, counters, literature racks, charging points
  • Travel and accommodation – Costs for staff attending the show
  • Staff training – Ensuring your team is ready to represent the brand professionally
  • Logistics – Transport, installation, dismantling, and storage
  • Marketing materials – Brochures, giveaways, business cards
  • Contingency – Unexpected costs or last-minute needs

Underspending—particularly on the stand itself—is a common pitfall. Your space must be designed to attract attention and represent your brand professionally. A well-planned budget allows for an engaging and functional exhibition presence.

Step 3. Research Suitable Trade Shows

Once your goals and budget are in place, begin exploring relevant exhibitions. Key research questions include:

  • Who attends? Are the right buyers, decision-makers or influencers attending?
  • What is the scale? Does it suit your target—local, national, or international?
  • What sectors are covered? Is it a general event or specific to your industry?
  • Who else is exhibiting? Are your competitors, customers, or partners involved?

Useful sources of information include:

  • Online directories such as TradeFairDates and EventsEye
  • LinkedIn groups and industry forums
  • Trade associations and business networks
  • Recommendations from customers or industry peers
  • Organisers’ websites and downloadable exhibitor packs

You may also request previous years’ attendance reports or demographic summaries from organisers to assess suitability.

Step 4. Know Your Target Audience

Choosing a trade show should be based on where your audience will be—not simply where your competitors are going.

Ask yourself:

  • Who are your ideal prospects?
  • What types of events do they attend?
  • Are they decision-makers or end users?
  • Are they located regionally, nationally or globally?

For example, in the vape industry, The Vaper Expo targets both consumers and trade, while Vape Jam focuses more on B2B networking with workshops and seminars. The subtle difference in format attracts very different audiences.

Even within a niche sector, there may be significant variation in visitor types and event tone.

Step 5. Evaluate the Show’s Track Record

Events with a strong history offer more reliable indicators of performance. Check:

  • How long the show has been running
  • Growth trends in attendance or exhibitor numbers
  • Reputation among industry professionals
  • Press coverage and media visibility
  • Feedback from previous exhibitors

If possible, request the exhibitor list from past editions. Look at the calibre and type of businesses involved. This not only indicates the show’s reach but may also help you identify potential collaborators or competitors.

While new shows aren’t necessarily bad, they often come with greater risk—especially if marketing reach and attendance levels are unproven.

Step 6. Consider Location and Venue

The exhibition’s location will impact logistics, costs, and the type of audience attending. Some of the UK’s major exhibition venues include:

  • ExCeL London – Popular and centrally located, but not the largest
  • NEC Birmingham – One of the largest in the UK, with great transport links
  • Olympia London
  • Manchester Central
  • SEC Glasgow

Ask the following:

  • Is the venue easy to access via public transport?
  • Are there affordable accommodation options nearby?
  • Will the event attract a local or travelling audience?

If you’re targeting European or global customers, international venues such as Messe Düsseldorf, RAI Amsterdam, or Hanover Fairground may offer broader reach. But be mindful of additional logistics and budget implications.

Step 7. Think About Timing

The time of year can have a big impact on both attendance and your team’s ability to deliver.

  • Does the show align with your internal calendar or peak sales periods?
  • Are there competing events at the same time?
  • Will your team have capacity to prepare and staff the stand?

It’s also worth checking for other large-scale events happening in the same city—especially sporting or cultural ones—that may increase accommodation and travel costs.

Many businesses invest in modular exhibition systems that are reusable and adaptable. These make it easier (and cheaper) to attend multiple events in a year, even if stand sizes vary.

Step 8. Review Space Availability and Layout

Not all exhibition spaces are created equal. Key considerations:

  • Location within the venue – Near entrances, corners, or high-traffic areas are more visible
  • Size and shape – Make sure it accommodates your stand design
  • Proximity to competitors – Being too close might dilute your message, but also allows visitors to compare
  • Footfall flow – Is your space in the natural path of visitors?

Book early to secure prime space. If options are limited, speak with the organiser about a floor plan and any upcoming cancellations.

Step 9. Explore PR and Marketing Opportunities

Many exhibitions include promotional opportunities as part of your exhibitor package, or offer paid extras such as:

  • Listings in the event guide and website
  • Mentions in newsletters or on social media
  • Sponsorship of talks, lounges, or lanyards
  • Opportunities to give talks or demos on stage
  • Pre-show interviews or features with trade media

You can also request the press list of registered journalists and bloggers, and reach out in advance with your press release or media kit.

A show with strong PR potential can significantly amplify your reach—especially if you’re launching a new product.

Step 10. Visit as a Guest First

Nothing beats firsthand experience. If you have time, attend as a visitor before exhibiting. This gives you the opportunity to:

  • Observe visitor numbers and behaviour
  • Assess how competitors present themselves
  • Gauge the layout, noise levels, and lighting
  • Chat with exhibitors about their experience
  • Note ideas for your own stand design and engagement

Visiting in advance also helps you decide if the event truly aligns with your brand and goals.

Plan with Purpose

There’s no one-size-fits-all answer to selecting the perfect trade show. What works for one business may be a poor fit for another. But by carefully evaluating your goals, budget, audience, and event details, you can maximise your chance of success.

Key Takeaways:

✔ Define your exhibition objectives

✔ Set a comprehensive budget

✔ Conduct thorough market research

✔ Focus on your audience, not just the industry

✔ Assess the event’s track record and reputation

✔ Consider the venue, location, and logistics

✔ Evaluate timing and other calendar commitments

✔ Secure the right stand space

✔ Maximise PR and exposure opportunities

✔ Attend as a visitor where possible

Plan strategically and ask the right questions to ensure that your next trade show could be the most impactful one yet.

So before you book that space—pause, plan, and proceed wisely.