How To Build Your Brand Presence at Exhibitions and Trade Shows

Let’s face it, exhibitions can feel a bit like a circus.

Everyone’s shouting to be heard, the lights are dazzling, and every booth seems to be vying for the same audience. For small and medium-sized businesses, standing out in that sea of competitors can feel downright daunting.

If you get it right, it’s so worth the effort.

Research says that live events beat other forms of marketing hands down. They're 2x more powerful than TV ads and 3x more effective than print media [1]. So the pressure’s on to make the most of the opportunity!

But here’s the good news: you don’t need a massive budget or flashy gimmicks to make your mark.

With some savvy planning, a dash of creativity, and a bit of human connection, you can create a brand presence that leaves visitors buzzing about your booth long after the event is over. Let’s dive in.

1. Nail Down Your Brand Message

“So, what do you do?”

Imagine a visitor strolls up to your booth and asks that - if you can’t answer confidently, and in under 10 seconds, you might lose them before you’ve even started. Keep your message crystal clear. Think of it as your elevator pitch, but make it exciting. For example:

“We help businesses like yours save 50% on packaging costs with eco-friendly solutions”

Simple, powerful, and to the point.

Also, know what you’re aiming for. Are you there to drum up leads? Launch a new product? Spread brand awareness? Knowing your goals keeps everything on track.

70% of exhibitors surveyed reported that trade shows increased brand awareness [2]

2. Make Your Booth a Head-Turner

You want people to remember your company in the days and weeks that follow - it'll certainly make your reconnection calls easier. So you need impact, engagement, and maybe offers, to make your mark.

Your booth is like your shop window - it’s got to tempt people to stop and take a look. But let’s be clear: you don’t need a booth that looks like it belongs on the set of Star Trek. A clean, professional, and welcoming design can work wonders.

• Get your branding right: use your logo, colours, and fonts consistently. People should be able to tell it’s you from a mile away. Use clear, bold signage such as poster stands and roller banners to ensure your messages get seen
• Add some wow factor: a pop of colour, creative props, or striking graphics can draw people in like moths to a flame
• Keep it open: if you're selling products, don’t block visitors with a fortress of tables or clutter. Make it easy for them to wander in and explore

3. Bring in a Bit of Tech Magic

We live in a digital world, so why not bring a little tech to your booth? Tablets and screens are like catnip for curious attendees. Make it part of your exhibition stall branding.

• Need to run quick demos, show off testimonials, or collect visitor details (goodbye paper sign-ups!)? Try using a tablet stand as a simple way to incorporate technology
• Want to display snazzy videos or animations to show off your brand? A digital display can grab attention and tell your story while you’re chatting with other visitors
• Got a product that shines when people see it in action? Tech tools can make that happen in a polished, professional way

4. Don’t Forget the Classics

As much as we love tech, some old-school tools never go out of style. Brochures, leaflets, and business cards might seem a bit “retro,” but they’re still essential.

• Samples or giveaways: who doesn’t love free stuff? Whether it’s a branded pen or a mini version of your product, a good giveaway can keep you top of mind

5. Put People at the Heart of It

A friendly, well-prepped team can make or break your exhibition experience. Your booth could look like a palace, but if your team’s fumbling to answer questions, visitors won’t stick around.

Here’s the trick: train your team to be approachable, knowledgeable, and human. Forget the hard sell - just focus on having genuine conversations. Ask questions like:

• “What’s the biggest challenge you’re facing in [insert their industry]?”
• “Have you seen anything today that’s caught your eye?”

Visitors don’t want a robot. They want someone who listens, understands, and cares.

"69% of attendees when asked two weeks later said they had or would be recommending brands they'd seen at the event" [3]

6. Create an Experience They’ll Remember

Want to make your booth the one everyone’s talking about? Give visitors an experience they won’t forget.

• Interactive elements: let people try your product, play a quick game, or take a fun quiz
• Photo ops: set up a quirky photo booth or a branded backdrop. Bonus points if visitors tag your business on social media
• Competitions: everyone loves the chance to win something. A simple raffle with a great prize can draw people in like bees to honey. Use a suggestion box to collect entries

7. Shout About It on Social Media

Why limit your audience to the exhibition floor? Social media can help you spread the word far and wide.

• Post updates before the event: “We’re at Stand 42! Stop by for a chat (and a free gift!)”
• Make sure attendees connect with your social media accounts: display your social media handles on signs, perhaps using a QR code to make it as easy as possible for them to connect with you
• Share behind-the-scenes moments during the event: “Our team’s ready to meet you! Who’s coming to say hi?”
• Follow up afterwards: post a highlight reel and thank your visitors. It’s a great way to keep the momentum going

8. Don’t Let It End When the Exhibition Does

The event might be over, but the real magic happens in the follow-up. That stack of business cards and digital leads? Pure gold.

Send personalised emails within a few days, reminding people of your conversation. Keep it friendly and helpful:

“Hi Sarah, it was great chatting with you about eco-friendly packaging at the exhibition. Let me know if you’d like more info on our cost-saving solutions!”

Final Thoughts

Building your brand presence at exhibitions isn’t rocket science. It's about being smart, creative, and putting your audience first. Whether it’s a snazzy digital display, a genuine conversation, or a memorable giveaway, every little detail counts.

So, roll up your sleeves, put on your biggest smile, and make your next exhibition the one where your brand truly shines. You’ve got this!

If you enjoyed learning about exhibition branding, take a look at our guide on why you should demonstrate products and give samples at trade shows!

References

1. FaceTime, 'The Power of Live Events', https://cdn.asp.events/CLIENT_AEO_6F6DAB1E_5056_B739_5434FCD30E5F9143/sites/Facetime-Bloom/media/Research/FaceTime_POWER-OF-EVENTS-Guide.pdf

2. ' Trade Show Exhibitor Survey 2022', The Tradeshow Network Marketing Group (April 13 2023), https://www.thetradeshownetwork.com/trade-show-blog/trade-show-exhibitor-survey-2022

3. 'Exhibition Statistics', The Franchise Show (2023), https://www.thefranchiseshow.co.uk/blog-library/exhibition-statistics