Published - 1st October 2025
From sector-specific exhibitions to industry-wide expos and customer facing trade shows, there are plenty of important events to consider when you’re creating your marketing calendar.. In our latest blog, our joint-MD Neil Craven looks back on some of the lessons we’ve learnt over the many years’ we have supported our clients at industry events and offers some top tips on how to make the most of your time and your budget.
Despite the number of people attending and exhibiting at industry events understandably waning as a result of the Covid-19 pandemic, footfall and interest has definitely begun to pick up, with more of our clients getting out and about and incorporating industry events in their marketing activities. As well as established events such as Future Build and UK Construction Week, which this year is marking its tenth anniversary, plus sector-specific favourites such as Housing and Education Estates, new events such as the Tall Buildings Conference have also recently emerged. A firm favourite of the Harris Creative team is UKREIFF which over the last few years has been hosted in our home city of Leeds.
The first challenge is often working out which show or event better fits your business objectives and target market but on this score we have you covered. Once you know where you want to exhibit, you need to know how to make it worthwhile and to do this, your marketing needs to go the distance. Strategic planning, compelling content and post-event follow-up are essential — and Harris Creative is here to help with our top tips.
This one may go against your instincts but there can be benefits to avoid launching new products at the event itself. Instead, introduce them in the weeks leading up to the show as this creates anticipation and gives your audience a reason to seek you out on the stand. A well-timed pre-launch campaign across email, social media and the trade press can generate valuable interest and drive footfall.
Your stand is more than a backdrop — it’s a strategic tool that should support your messaging and invite engagement. Think about zoning your space to create areas for product display, informal chats and lead capture. Use bold graphics to draw attention and communicate key messages at a glance and consider interactive elements such as touchscreens, games or live demos to encourage dwell time and spark conversation. And don’t forget the practicalities: hidden storage, power access and modular components can make setting up and dismantling your stand much easier!
Your stand is only as strong as the materials that support it and professionally designed brochures, and branded assets not only signal credibility but can also really help reinforce your message and drive leads. Consider interactive PDFs, QR-linked documents and tailored handouts with targeted messaging, especially useful if your business engages with different customer types.
Well considered and good quality give-aways typically go down well with your visitors too and can be great conversion starters. But consider your audience and demonstrate you understand their pain points and tailor your give-aways accordingly – a branded pen or mug might not cut it!
With algorithms on LinkedIn and Instagram often favouring older posts that align with a user’s scrolling habits, you can no longer rely on posting the day before. We’d recommend placing the focus on a strong lead up, at least 3 weeks in advance, to give the post time to reach your audience. This is especially important if you’re planning any extra activities such as being part of a speaker panel. Of course that doesn’t mean we should ignore reactive content. Stories are a great way to keep your audience updated in a quick, digestible format, and a post highlighting your team and stand is always encouraged on the day itself.
Your stand staff are your front-line brand ambassadors so it’s important that they know what the overall business and marketing goals are. Whether this is done via bespoke sales packs, visual assets such as videos or photography, tailored content creation will equip them with conversation starters, product talking points and a clear process for capturing leads and following up.
Lead capture should be seamless, GDPR-compliant and easy for visitors to engage with. Consider using digital forms, badge scanners or interactive screens to collect contact details and preferences and always ensure your team understands the importance of timely follow-up.
Events aren’t just for promoting products or services, they can play a vital role in wider PR and thought-leadership activities. Whether you have a stand or not, there are lots of opportunities for speaker slots, roundtables and panel discussions. You just need to know what you want to say and who you want to say it to.
For a more arms-length approach but one that can be really effective, you could also consider sponsoring a breakout session or fringe event.
Post-event marketing of an event shouldn’t be overlooked and this is where you can really convert interest into action. This can include content on your own channels such as sharing a highlights blog or publishing a recap video on social media but don’t forget about the media, particularly if a specific publication is aligned to the show. A follow up press release or thought-leadership piece can be a great way to target the post-event review features and give you a chance to reach customers who weren’t in attendance.
Sustainability is an increasingly important consideration for both exhibitors and attendees, and it’s something that should be factored into your event planning from the outset. For example, choosing modular stand components that can be reused across multiple shows is a great way to reduce waste and improve long-term value. When it comes to printed materials, opt for recyclable or FSC-certified stock and consider digital alternatives such as QR-linked brochures or interactive PDFs to minimise paper use. Any giveaways or promotional items should be well considered too and ideally should be useful, good quality items that reflect your brand and demonstrate that you understand your audience’s needs. Avoid generic merchandise and instead think about what will genuinely add value. If your team is travelling far to an event or shipping large-scale materials, it’s also worth exploring carbon offsetting options such as tree planting schemes to help minimise your environmental impact.
We’ll be exploring this topic in more detail in an upcoming blog, so keep an eye out for practical tips and recommendations to help make your next event more sustainable.
With the right preparation and execution, we can help make your presence at a trade show or exhibition not just visible, but a valuable part of your marketing activity. Contact us today to speak to our team.
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