7 Ways to Get Sign-Ups at Exhibitions: A Guide for B2B Stallholders

Ways to Get Sign-Ups at Exhibitions: A B2B Guide

Exhibitions present a golden opportunity for B2B stallholders to generate leads, build brand awareness, and secure valuable business connections.

With so many other exhibitors trying to get attention, how can you stand out? More importantly, how do you get visitors to sign up right away?

In this guide, we will look at 7 effective ways to increase sign-ups at your exhibition stand. This will help turn your investment into real business leads.


1. Create an Eye-Catching Stand

First impressions matter. Your stand should be visually appealing, branded effectively, and welcoming. Consider the following elements:

  • Bold, clear signage – Ensure visitors instantly understand who you are and what you offer using poster stands
  • Interactive digital displays – Use touchscreens to showcase your services, success stories, or product demos
  • Engaging visuals – High-quality graphics, videos, and animations attract more attention than static posters, so use these where possible
  • Strategic layout – Avoid clutter and create a flow that naturally guides visitors towards your sign-up area

2. Offer an Irresistible Incentive

    People are more likely to sign up if they get something in return. Consider offering:

  • Exclusive discounts – A special offer only available to exhibition attendees
  • Valuable content – Free eBooks, reports, or industry insights in exchange for contact details
  • Giveaways & competitions – A prize draw where signing up is the entry requirement
  • Free trials – If your service allows, offer a no-obligation trial to encourage commitment

3. Use Digital Sign-Up Tools

Gone are the days of scribbled email addresses on paper forms. Digital tools streamline the process and improve accuracy. Some options include:

  • Tablets with sign-up forms – Set up user-friendly forms that integrate directly with your CRM
  • QR codes – Allow visitors to scan and sign up via their smartphones
  • Business card scanning apps – Quickly capture details without manual input
  • Automated email confirmations – Instantly send a thank-you email with next steps to keep engagement high
Exhibition tablet display

Browse tablet stands

4. Engage Visitors with Live Demonstrations

A live demo of your service can be a game-changer. Demonstrations help potential customers understand the real-world value of what you offer. Tips for an engaging demo:

  • Keep it concise and impactful
  • Use storytelling to make it relatable
  • Encourage audience participation to keep them engaged
  • Follow up immediately with a call-to-action prompting sign-ups

5. Train Your Team to Be Proactive

Exhibition display stand

Your exhibition team plays a crucial role in lead generation. Ensure they:

  • Are approachable and knowledgeable about your service
  • Use engaging conversation starters rather than generic pitches
  • Can handle objections confidently and offer solutions
  • Guide visitors smoothly towards signing up

6. Create a Sense of Urgency

A little urgency can be a powerful motivator. Techniques to encourage immediate sign-ups include:

  • Limited-time offers – Make your incentive time-sensitive
  • Exclusive access – Offer priority access to a service or event for early sign-ups
  • Countdown timers – Visually displaying a ticking clock can push visitors to act quickly

7. Follow Up Promptly

Sign-ups are only valuable if they convert into real business opportunities. Post-event follow-ups are crucial:

  • Send a thank-you email within 24 hours
  • Personalise messages based on their interests
  • Provide next steps (e.g., book a meeting, access gated content, start a trial)
  • Keep the conversation going via social media or a nurture campaign

Final Thoughts

Maximising sign-ups at exhibitions requires a mix of eye-catching design, strategic incentives, and seamless digital tools. By making the process engaging, simple, and rewarding for visitors, you’ll turn foot traffic into valuable leads.

With the right approach, your next exhibition could be a major success—so start planning now and watch those sign-ups soar!


If you enjoyed this guide, you may also like our article on why you should demonstrate products and give samples at trade shows.