Exhibiting Tips for Start-Up Businesses

If you’re reading this, it is likely that you’re a startup business preparing for your first trade show. Planning an exhibition can be daunting, but as a newbie, it can feel completely overwhelming.

Nonetheless, trade shows bring outstanding value to any business and the right show can create an impactful market entry, propelling a brand’s success with relevant leads, relationships and brand awareness.

In this blog, we will offer tips and tricks for startup businesses to exhibit successfully and without stress.

Choose the right show

Now this might sound a little obvious, but choosing the right show vastly impacts exhibition success. When making this decision, make sure you define your goals. If you’re hoping to gain brand awareness, a show with a larger audience may be useful. Alternatively, if you aim to establish a few very high-quality leads, a smaller, less saturated and highly relevant show can help you achieve your targets. Essentially, analyse the stats and offerings of each prospective show and choose the one that aligns most with your overall goals.

Keep it professional

As a startup, it is tempting to be quirky, but you don’t need fake grass, or a stand made out of wooden pallets to make an impact, even if you’re starting with a smaller stand.

Too often new exhibitors think they need to go wild to make an impact at an exhibition - best advice is to keep it simple and professional. There are some design features like high-level branding and rotating features that can significantly affect visibility in the hall, but do it properly, and make sure to have a professional finish.

Focus on establishing clear branding that accurately captures and conveys your brand. We recommend using your brand colours on your stand, with the business name high up for visibility, and the brand mission or offerings clearly displayed on the graphics.

Get a stand that can evolve

As a startup, it is likely that your brand will continue to evolve. Instead of wasting money on a one-use custom-build, or a cheap pop-up, invest in a flexible, modular stand design that can grow and evolve with you.

Designed with flexibility and versatility in mind, modular exhibition stands can be reused and reconfigured for differing stand spaces and sizes, across a calendar of events. Graphic panels can be added or removed as needed, keeping stands current and up to date with branding. Not to mention, as the stands are 100% reusable, they are highly sustainable!

Quadrant2Design, a UK design and build contractor offers a highly customisable modular exhibition stand solution, that can host bespoke and customisable features. The custom-modular stands offer the luxury of a custom-build, with the flexibility and sustainability of a modular exhibition stand.

Communicate your Credentials

When you exhibit at a trade show, you are putting your brand on a show for visitors and key-decision makers, however, you are also communicating your credentials. This includes your value propositions, ethics and expertise in the field. Make sure your exhibition stand captures and communicates these credentials. If you claim to be a sustainable brand, a sustainable stand should be non-negotiable.

Prepare your Staff

Trade show success is not just about the exhibition stand; it is also about your team. Make sure your exhibition team is confident, friendly, and knowledgeable about your products or services. The team on your stand is likely to be associated with your brand going forward, so it’s important they make a positive impression. You can practice before the show as a team using conversation prompts to ensure everyone is confident in the strategy.

Lead Collection and Follow-Up

Sometimes startup businesses nail the “difficult” stuff, like the exhibition stand, show choice and staff training, but don’t prepare properly for lead collection, which is key to securing a return on investment.

The good news is this is really easily avoided. Many shows now offer a scanning device and app which is the simplest way to capture leads. If this is not on offer, there are other lead capture apps like Leadr that are simple and easy to use! It’s also worth bringing some lead generation forms, just in case the technology fails. Take individual notes on conversations as you go - you will need them later.

Make sure you have a few days after the show, completely dedicated to follow-up. Many lose momentum once the show has come to a close, but this is the time to kick into gear. Leads typically go cold after 72 hours - follow up with a personalised message within that time. Most decision-makers can detect a generic message from a mile away. If you can reference something specific to your conversation, you’ll stand out from competitors.

Invest in a Project Manager

Finally, as a startup business, don’t let your team be taken too far away from day-to-day business. If you can, invest in an expert project manager for the event. This will take away significant pressure and stress, allowing you to focus on the success of your business and your in-person marketing strategy. Companies like Quadrant2Design offer expert project management with all service plans.

Summing Up

Successfully navigating your first trade show as a startup requires a little bit of careful planning and execution. However, by selecting the most suitable event, creating a high-impact, professional presence and following leads correctly, you can make the most out of your investment. Don’t forget, it’s okay to get support from a professional!