Getting ready for your very first trade show can be both exciting and nerve-wracking. It’s a fantastic opportunity to promote your business, meet potential clients face-to-face, and raise brand awareness. But if you’ve never exhibited before, you might be wondering: Where do I start? What should I bring? How do I stand out?
You’re not alone. Many businesses have been in your shoes, and with a bit of planning, you can absolutely make your first event a success. In this guide, we’ll walk you through key tips, smart strategies and common pitfalls to avoid when preparing for your first trade show.
1. Start with Clear Goals
Before booking your space or designing your exhibition stand, take a moment to define your business goals for the trade show. Are you aiming to:
- Generate leads?
- Launch a new product?
- Network with industry peers?
- Raise brand awareness?
Top Tip: Set specific targets, like “capture 50 leads” or “book 10 product demos,” so you can measure your return on investment.
2. Pick the Right Event
Not all trade shows are created equal. Research events in your industry to find those that attract your ideal customers. Look at:
- Audience size and demographics
- Past exhibitor lists
- The show’s reputation in your sector
- It’s worth contacting previous exhibitors to ask about their experiences — most are happy to share honest feedback.
Bonus Tip: Start small if you’re nervous or it’s your first time exhibiting. Regional or niche shows can be more manageable (and affordable) than huge expos.
3. Plan Your Stand Design
Your stand is your shopfront — it needs to be eye-catching, professional and on-brand. For first-timers, a modular exhibition stand is often the best choice. It’s:
- Flexible and reusable
- Cost-effective
- Easy to install and adapt for different shows.
Add high-quality graphics that communicate who your business is, what you do and why people should stop and talk to you. Keep messaging simple and bold — less is often more on a busy show floor.
Pro Tip: Speak to experts like Plus Exhibition Stands, who can design a stand tailored to your goals and budget.
4. Prepare Your Trade Show Essentials
Packing for a trade show is like preparing for a business road trip. You’ll need to bring many things like:
- Branded literature (brochures, flyers, business cards)
- Product samples or demos
- A lead capture method (digital forms, QR codes, or contact sheets)
- Giveaways or promotional items
- A toolkit (Velcro, tape, chargers, cleaning cloths, etc.)
- Don’t forget creature comforts — water, snacks and a comfy pair of shoes go a long way during long exhibition days!
5. Train Your Team
Whether it’s just you or a small team, make sure everyone is clear on:
- Your goals for the event
- Key messages and product knowledge
- How to engage visitors confidently and professionally
- How to record or qualify leads.
Don’t Forget: People buy from people. Friendly, approachable staff who ask good questions can make a bigger impact than flashy graphics alone.
6. Promote Before the Show
Don’t wait until the event starts to let people know you’ll be at an event. Leverage email, social media and your website to:
- Announce your attendance
- Share your stand number
- Highlight what you are showcasing
- Encourage meetings or demos in advance
- Many shows offer online exhibitor listings — make sure yours is up-to-date with strong imagery and contact info.
7. On-the-Day: Keep It Smooth
Trade shows are fast-paced, so arrive early, stay organised and be ready to adapt. Here are some quick tips to keep show day as smooth as possible:
- Set up your stand the day before if allowed
- Keep your space tidy and welcoming
- Greet visitors with a smile — even if you’re tired!
- Take short breaks to stay fresh and focused
- Jot down notes on each lead for easier follow-up later
Pro Tip: Don’t stress if everything doesn’t go perfectly, and try to remain calm. Every show has its curveballs — what matters is how you respond.
8. Follow Up Fast
You’ve invested time and money into attending — now it’s time to make it count. Don’t let warm leads go cold.
- Send follow-up emails within 48 hours
- Personalise your outreach based on your conversations
- Offer next steps (a meeting, sample or call)
- Log your leads into your CRM for future campaigns
Stat to Remember: Around 80% of trade show leads are never followed up. Be in the 20% that capitalise on this opportunity.
Final Thoughts
Exhibiting for the first time might feel overwhelming, but with the right approach, it can be one of the most rewarding ways to grow your business. The key is preparation — set goals, plan early and surround yourself with the right support.
Plus Exhibition Stands specialises in helping first-time exhibitors create stress-free, impactful trade show experiences. Whether you need a custom stand, practical advice or just someone to guide you through the process, they are happy to help.