Making the Most of Trade Shows & Exhibitions

Making the Most of Trade Shows & Exhibitions

A Simple Guide for Small Businesses

Trade shows and exhibitions remain one of the most traditional effective ways for small businesses to meet new customers, raise their profile, and make real commercial progress. UBC has seen this first‑hand at recent events including the Tunbridge Wells Business Show, the Midlands Expo, and our upcoming presence at the Bath Business Conference. Each event reinforced one thing: businesses that prepare well, show up professionally, and follow up quickly outperform everyone else.

Fiona at the Tunbridge Wells Business Show

This guide goes back to basics and provides practical advice for you to put into action straight away.

Be clear on what you want from the event

Decide your purpose before you book. Common goals could include:

  • Building local awareness
  • Meeting potential customers face‑to‑face
  • Gathering leads for follow‑up
  • Testing a new product or service

Keep it simple. Pick 2–3 objectives and measure your results after the event.

Keep your budget focused on what actually works

A polished stand and confident team matter much more than expensive freebies. Focus spend on:

  • Strong, clear signage
  • Reusable pop‑up banners and flyers
  • A quality tablecloth or backdrop
  • Business cards or postcards with a clear call to action

Avoid over‑ordering branded giveaways. From watching visitor behaviour at recent shows, low‑cost items usually end up forgotten or binned. Digital freebies or simple printed offers tend to perform better.

Make your stand inviting

A great stand doesn’t need to be expensive. At the Tunbridge Wells Business Show we saw simple, well‑branded stands outperform large, cluttered ones. Aim for:

  • An open front so people can walk up easily
  • A short, clear headline about what you do
  • Good lighting
  • One area for conversation or demos

Keep furniture minimal so your team and visitors have space to talk.

Choose branded items that have a purpose

Rather than piles of freebies, invest in pieces customers keep or use:

  • A single high‑quality brochure or one‑page overview
  • Business cards with a QR code linking to a landing page
  • A downloadable guide, offer, or discount (promoted with a simple printed card)

This approach saves money and builds stronger leads.

Spread the word before the event

Ahead of the Midlands Expo, the stands with the busiest footfall were the ones that contacted people beforehand. A simple approach works:

  • Post on LinkedIn and tag the event
  • Send a short email to your customer list inviting them to visit your stand
  • Pre‑book a few meetings using a calendar link

Small touches like these dramatically increase meaningful conversations on the day.

Prepare your team (they are your biggest asset)

Your staff represent your business. Make sure they:

  • Know a short 20‑second pitch
  • Understand your key services and pricing
  • Ask open questions to qualify interest
  • Know how to capture lead details accurately

Position one person at the front to greet visitors, it really does make a noticeable difference.

Capture leads properly (don’t rely on memory)

Use a simple digital form or app to record:

  • Name and contact details
  • What they’re interested in
  • Any agreed next step

Scanning QR codes from badges or directing visitors to your own QR form keeps things tidy and fast.

Follow up quickly

A trade show is only worthwhile if you follow up. Send personalised messages within 48 hours. Mention where you met, what you discussed, and what you promised.

Hot leads: call them. Warm leads: send a short, tailored email. General leads: add to your nurture list.

At UBC we’ve seen better conversion when follow‑up starts immediately, not a week later.

Learn from each event

After each show, review:

  • What worked well
  • Where engagement was strongest
  • What conversations led to follow‑ups
  • What you would change next time

Using recent examples from Tunbridge Wells and the Midlands Expo, the teams found that stand simplicity, proactive greeting, and clear messaging drove the strongest results.

Final thoughts

Trade shows reward preparation and professionalism. A small business with a tidy stand, a clear message, and a disciplined follow‑up process can outperform larger competitors every time. With the Bath Business Conference ahead, now is a good time to refine your approach and make every event count.