Exhibiting at a business expo or trade show like Wigan Business Expo can be an incredibly valuable experience whether you’re new to exhibiting or a seasoned pro. In addition to having a stand and showcasing your product or service—it’s an efficient way of creating opportunities, building connections, and maximising the return on your investment (ROI). In this post, we’ll explore how to make the most of your exhibition experience and ensure that your participation leaves a lasting impact.
1. Have a Clear Strategy Before the Event
Success at a business expo doesn’t happen by chance. The key to maximising your ROI is to have a plan in place. Ask yourself: What do you want to achieve by exhibiting?
Are you aiming to generate new leads, build brand awareness, or simply engage with the local business community? Whatever your goal is, make sure your strategy aligns with it.
For example, if you’re hoping to generate leads, think about how you will collect attendee information—whether it’s through a lead capture form, a giveaway contest, or collecting business cards.
Tip: One of the top pieces of advice from past exhibitors is to be strategic about how you engage visitors at your stand. Have a clear call-to-action (CTA), like scheduling a demo, signing up for a newsletter, or booking a consultation. Make it easy for people to interact with you and take the next step.
2. Create an Eye-Catching Stand and Brand Presence
First impressions matter. Your stand space should stand out, not only visually but also by clearly communicating what you do and how you can help attendees. Keep it simple, engaging, and aligned with your branding.
Tip: Bring attention-grabbing visuals, engaging banners, and if possible, branded giveaways that will leave a lasting impression. Think about what will make people want to stop by—whether it’s a product demo, free consultation, or just a friendly conversation over coffee.
3. Engage Attendees with Purpose
Once you’ve got people’s attention, it’s time to engage. Ask questions, listen to their needs, and offer solutions. Don’t just focus on selling your product or service—use this opportunity to build relationships. Don’t sit behind your stand working on your laptop or reading the paper, this isn’t very inviting and people will just walk on by.
Tip: Many exhibitors who do well have something interactive or fun to offer. For example, demonstrations of your product in action or live problem-solving sessions can keep visitors engaged and interested.
Don’t forget the power of conversation—remember to ask open-ended questions to better understand your prospects’ needs and challenges.
4. Promote Your Presence Before the Event
Getting the word out before the event can significantly increase foot traffic to your stand. Use social media, email newsletters, and even your website to announce that you’ll be exhibiting and invite your current clients and prospects to stop by. At Wigan Business Expo, when you sign-up to exhibit, we give you some social media graphics to help you. Plus, we’ll announce you on our platforms too.
Tip: Offer an incentive to encourage people to visit your stand, such as a limited-time promotion or an exclusive event offer. If you want to stand out, think about creating a buzz by offering a sneak peek of what visitors can expect when they arrive.
5. Follow-Up After the Event
The work doesn’t stop once the event is over. To maximise your ROI, it’s crucial to follow up with the leads you collected during the expo.
Take a moment after the event to sort through your leads, prioritise your contacts, and set reminders to reach out promptly. The sooner you follow up, the more likely you are to convert those leads into valuable business.
Here’s a staggering stat to keep in mind: 62% of leads are not followed up after an event, which means that over half of the potential business opportunities are being missed. Don’t let that be you!
Tip: Personalised follow-up emails or calls can go a long way in building a meaningful connection. Reference specific conversations or needs discussed at your stand to make it more relevant.
6. Evaluate Your Success
After the event, take time to evaluate your exhibition strategy and what worked (or didn’t work). This reflection will help you refine your approach for future expos, improving your ROI even further next time.
Tip: Keep track of the leads you’ve converted, any brand exposure or partnerships you’ve built, and any valuable takeaways or insights from your time at the expo. It’s all part of the process of growing your business and improving your future participation.
Ready to Exhibit?
Exhibiting at Wigan Business Expo is an opportunity to connect with new clients, industry leaders, and fellow business owners. But just showing up isn’t enough—it’s about making strategic decisions before, during, and after the event to ensure you’re getting the most out of your time and investment.
By having a plan, engaging with purpose, and following up with care, you can maximise your ROI and set your business up for long-term success.
So, what are you waiting for? Book your stand, start planning your strategy and get ready to make an impact at Wigan Business Expo!
