Exhibiting at an event is a big investment—of time, money, effort, all the things! To make sure you get the best return, it’s essential to plan strategically, engage effectively, and maximise every opportunity.
Symbiometry has been in the events business for many years, and the team has learned a thing or two during this time. Whether you’re a seasoned exhibitor or it’s your first time, our top 10 tips for exhibitors will help you and your business to stand out and make an impact.
1. Tip: Choose The Right Event for Your Business
Research events that attract your ideal audience and are sure to offer the best networking opportunities. Consider who will be attending the event and analyse whether the attendee’s goals align with your products, services, and area of expertise.
Research events that attract your ideal audience and are sure to offer the best networking opportunities. Consider who will be attending the event and analyse whether the attendee’s goals align with your products, services, and area of expertise.
2. Tip: Set Clear Goals
Once you are sure the event is a good fit for your business, before committing to it officially, take a moment to define what success looks like for you. Are you exhibiting to generate leads, boost brand awareness, build relationships, or showcase a new product? Setting clear, measurable objectives will shape your entire exhibition strategy—from your stand design to your engagement tactics.
At Symbiometry, we recommend that you jot down three key goals before the event and ensure your team is aligned on what these goals are. This way, every conversation and interaction at your stand serves a purpose.
3. Tip: Design an Eye-Catching Stand
Think of your exhibition stand as your storefront – it needs to grab attention and encourage interaction. The most important aspect of your stand design is that your marketing/images need to clearly show who you are, and what it is you do.
Your stand should be open and inviting, have interactive elements like product demo areas or VR experiences, and be bold in its branding. Think of what you’d love attendees to remember most about your brand and try to incorporate that into your stand design.
One of the best tips Symbiometry has learned over the years is that people are attracted to movement! Have a screen behind your stand table showcasing what you do/your product in action or an interactive screen to grab attention and encourage engagement.
Location, location, location! On top of the stand’s design, its location matters just as much. Prime stand locations are those near entrances, main walkways, and networking areas as these spaces naturally attract more foot traffic. Booking early can often mean the difference between securing a high-visibility location and finding your stand tucked away in a quiet corner.
4. Tip: Train Your Team for Success
A beautifully designed stand means nothing if your team isn’t ready to engage. Your stand staff are the acting face of your brand on exhibition days, so enthusiasm, professionalism, and product knowledge are key. You don’t want your team’s conversations to come across as pushy or ‘salesy’ but natural and friendly.
- Before the event, ensure your team knows:
- What your goals are so they know what they should be aiming for
- How to greet visitors and start conversations
- Your key products or services
- The best way to capture and qualify leads on the spot
The most important thing for exhibitors to remember is that you need to look approachable! Exhibition staff should not be on their phones or laptops while on the stand. Instead, they should look approachable and open to conversation, and be able to make eye contact with attendees walking past the stand. Eye contact is key!
5. Tip: Offer Value & Extra Engagement
Attendees are bombarded with information at exhibitions, so give them a reason to stay – and not just stop by – at your stand. This could be live demos of your product in action, exclusive giveaways (think branded merch, samples, competitions, or event-exclusive discounts), or even educational content like short talks or live Q&A sessions.
If you are offering an interactive experience, it’s important to keep it simple and quick. Most attendees have a long list of things to do and exhibitors to visit at exhibitions, and don’t have time for lengthy sessions.
6. Tip Collect & Qualify Leads the Right Way
Simply collecting business cards or jotting down notes isn’t enough. You need a proper lead capture system that records key details and prioritises follow-ups. At Symbiometry we offer an easy-to-use app where exhibitors can capture leads effortlessly by simply scanning the badge of an attendee visiting a stand. Exhibitors can pre-programme the app with lead qualifying questions and send a thank you email to attendees whose badges are scanned.
Another great tip is to always make notes about your conversation with a lead—this makes follow-ups more personal and meaningful. Speaking of follow-ups…
7. Tip: Plan Your Follow-Up Strategy in Advance
This might sound strange, but it’s true: the real success of exhibiting happens AFTER the event. Many businesses lose leads simply because they don’t follow up effectively. Don’t let that happen to you.
How we work at Symbiometry is all about strategy. Having a structured follow-up strategy in place makes all the difference. Before the event even begins you should know exactly how to follow up once the event is finished. Personalised emails sent to attendees whose badges were scanned that day are a great way to keep your brand at the forefront of people’s minds. Make sure your team has decided on what this email should say before the event for a seamless follow-up.
8. Tip: Leverage Social Media & Event Hashtags
Your reach shouldn’t be limited to just in-person interactions. Social media is an incredibly powerful tool for amplifying your presence before, during, and after the event. Actually, it’s good thinking to split your social media into those exact categories.
Before the event: Post about your prep, participation, stand location, and any exclusive offers.
During the event: Share live updates, behind-the-scenes content, and glimpses of attendee interactions.
After the event: Thank visitors and the exhibition organisers, share key takeaways, and keep the conversation going.
If there are official event hashtags, use them. This is a surefire way to increase brand visibility and attract more visitors to your stand.
9. Tip: Work with the Right Event Partners
If you haven’t already guessed, exhibiting is a BIG undertaking —stand design, logistics, sponsorship opportunities, engagement strategies—it can quickly become overwhelming. That’s where Symbiometry comes in.
We help exhibitors maximise their impact by providing expert event management, prospectus design, space booking solutions, sponsorship management, invoice design, payment gateways, and a whole lot more—all ensuring your event experience is seamless and stress-free. The right event partner can make all the difference. Let us handle the finer details so you can focus on building connections and growing your business.
10. Evaluate & Improve for Next Time
This last one might not be as exciting as the nine other tips, but it’s a biggie. Within a week of the event, hold a post-event debrief with your team. Every exhibition is a learning experience and it’s important to recognise those lessons.
After the event, take time to review stand performance and visitor engagement, lead quality, and conversion rates, and collect feedback from your team on what worked and what didn’t. All of these insights will help you refine your strategy and make your next event even better.
Final Thoughts
Exhibiting is more than just showing up—it’s about creating a memorable experience that attracts, engages, and ultimately converts. By following these 10 tips, you’ll be in a strong position to maximise your investment and leave a lasting impression on attendees.
Planning your next event? Need some additional advice on being an exhibitor? Let Symbiometry help you create a stress-free, high-impact exhibition experience. Get in touch today!