Trade Shows are a staple of Devon business. We love them because they offer a unique place to showcase goods, generate leads and form partnerships – and there are shows for so many industries. From catering at the Source Trade Show, to weddings at Westpoint Wedding Extravaganza. From technology at the SW Innovation Expo to agriculture at the Devon County Show. There’s something for everyone, no matter what you’re looking for!
Whilst attending a Trade Show is a fantastic choice for anyone looking to promote their business and make connections, it is impossible to deny that they are hard work. Attending any of them unprepared is a recipe for exhaustion, panic… and sore feet!
If you are planning on attending any 2025 Trade Shows, this guide is for you. Whether you’re a guest or an exhibitor, a first timer or experienced veteran, there is something to help you.
There’s plenty of ground to cover so the advice is split into the three ‘P’s – Preparation, Presentation, and Products.
Preparation Tips
1 – Booth Design
If you’re hosting your own exhibit, spend time with a pad and pencil to sketch your ideal booth requirements. You don’t have to be an artist, this is a simple exercise for visualising the space for yourself. Think about your branding; maybe it’s on the exhibitor’s clothing or displayed across a printed roll-up banner or backwall. Consider seating and table options for more private conversations, or an open display area to make your space more inviting. For an eye-catching height advantage consider flags to make your stand easy to find. Wherever you start, as long as you have some kind of plan, you’re already making progress.
2 – Prepare For Comfort
You are serving as your brand representative at your unit, and the first person many people approach. This means it’s important to be at the top of your game. If by day three you’re itching to get changed because your suit and tie are getting uncomfortable you will struggle to perform. Your clothes should be comfortable to wear, not just professional-looking. This advice goes for everything. Pick comfortable shoes to avoid sore feet, make sure anything you must hold is lightweight, and pack for both cold and warm weather. Trade Shows are a marathon, not a sprint, so check your needs are met to avoid burning yourself out.
3 – Anticipate Trade Show Emergencies
Preparation can never be too thorough; it’s only too common for issues to arise when you’re least ready. Your phone starts draining power as you take card payments, or you lose signal as soon as you arrive. You didn’t have time to eat a full breakfast, or the weather turns and dehydration hits. These things happen and while we can’t possibly anticipate every challenge in advance, having the flexibility to adapt is key.
Here’s a quick checklist of essentials to keep yourself prepared:
- A first-aid kit (including allergy tablets, antiseptic cream, paracetamol, plasters)
- Portable chargers for all devices
- Re-fillable water bottles
- Snacks, like protein/cereal bars (never crisps, they can worsen fatigue in the long-term)
- Tissues
- Bin bags
Presentation Tips
1 – First Impressions
Being at a trade show can be intimidating. You’re trying to stand out above a sea of others battling for the consumer’s attention. But as with anything that seems daunting, breaking the problem down into smaller steps will make it much more manageable. Start by focussing on yourself – keep your body language open and relaxed, make eye contact, flash your winning smile. Don’t beat yourself up if you run into some dead ends, instead reward yourself for the effort you put in. It’s not your goal to attract everyone, but to search for the people that will offer the most beneficial business-client relationships.
2 – Topics Of Discussion
Obviously being prepared for your shows is vital, but that will only get you halfway there. The other half comes down to how well you can stand out in conversation. Think about what you will discuss, starting with simple stuff: What do you do? How did you start? What can your business do that nobody else can? A good story can be absolutely captivating and helps lay the emotional foundation to move people to trusting you. Yours could be the winning ticket to make you memorable.
3 – Stay In Touch
You’ve found a potential client who you’ve established rapport with, you’ve traded business cards, but you’re not done yet. Take their card and write down all the important details in your diary – name, phone number, email, and the topics you discussed. Keep that diary safe because at the end of the day you’ll want to write them an email to thank them for their time, offer any additional comments and invite them to meet again. This will help jog their memory of your meeting, and give them a direct line back to you.
Product Tips
1 – The Humble Business Card
Business Cards are the ultimate shortcut to staying in touch. Despite their size they’re incredibly powerful and are, without question, the easiest way to stay in touch. If you have 100 business cards then you’ve opened up 100 potential clients for the future. Don’t underestimate how useful they can be! Include all your important contact details, and consider what you can add to make it stand out. Heavier stock, reflective foiling, textured lamination and more can all help make your cards look so much more impressive.
2 – How To Show Off Your Services
What your business offers is what makes you important. The goal of your display at a Trade Show is to positively express your company, your products and your services. If you can provide examples then you have a great icebreaker, but for many that isn’t possible. One strategy that every business can benefit from is the positive review. Collect photos and reviews and display them in either a handy leaflet or across presentation banners and posters. There’s no better advocate than the people who already like what you do.
3 – The POWER OF CONVENIENCE
You’re in the final stretch. You’ve met with plenty of potential clients that you have had productive conversations with. But then you meet The One; that dream client who you want more than anything to work with in future. It’s clear that this person is highly-sought after – they’ve already gathered a massive stack of business cards. You know that you’ll need to change your strategy if you want to stand out.
That’s when you pull out your secret weapon; your box of pens, each with your branding displayed on the side, and hand one over. Suddenly you’re not just a member of the crowd, instead you’ve shown initiative and given the client an extra reason to keep you in mind. Every time they need to write something down, your pen will be there to remind them of you. That extra push could be exactly what you need to turn a prospect into a loyal customer.
Trade Shows take a lot of energy and preparation to get the most out of them. It’s wise to start planning well in advance if you want to enjoy the many benefits they offer. They are absolutely worth the effort! There’s a reason we love them and keep coming back for more. The goal is to enjoy yourself, set realistic goals and remember that what you put in is equivalent to what you get out of them.
If what you’ve read here looks good, then great news – we almost certainly have something that can give you the leg-up you need. Whether for your first or hundredth Trade Show, we may have something you’ve never considered before today that could be exactly what you need. There’s no such thing as too prepared; get in touch if you have any questions or ideas. Call the team now on 01392 271 739, or email hello@quickprint.co.uk.