How to Maximise Return on Investment When Exhibiting



Exhibitions can bring a wealth of benefits to your company. You can gain brand awareness, generate leads, prove your credentials, and build valuable customer relationships. They are a fantastic marketing tool however, they require a lot of planning, energy, and money so it’s important to maximise your ROI (Return on Investment).

What is ROI (Return on Investment)?

ROI is an approximate measure of an investment’s profitability. It shows a business how successful an investment has been.

Define Clear Objectives

Before diving into your stand design, it’s important to establish clear goals for your exhibition. Are you aiming to generate leads, increase brand awareness, or launch a new product? Knowing these goals before you speak with a design consultant can help ensure that every aspect of your stand serves a purpose and helps to meet your goals.

When aiming to raise brand awareness, it’s essential to ensure that branding is clear and impactful. Using key logos, branding elements, images, and marketing messages together can help you to effectively communicate who you are and what you do!

A standout feature representing your products or brand can make you more memorable. Vault X, a trading card accessory supplier, has a great standout feature on their stand. A UK-based exhibition stand design and build contractor, Quadrant2Design, designed the stand featuring a giant trading card binder, Vault X’s best-selling product! This served as a great photo background and helped Vault X to gain brand awareness. Interactive features and freebies can also help to raise brand awareness and boost brand memorability!

Alternatively, if you are aiming for leads, you might create an open stand with many reception points. Reception points promote interactions and help draw in guests for conversations.

Invest in High-Quality Design

A visually impressive exhibition stand can be the difference between guests visiting your stand or ignoring you entirely.

When you’re exhibiting, your stand is your identity. It should be clear immediately who you are and what you do. Incorporating features at maximum height ensures your stand is visible from every angle! It is also important that your stand resonates with your target audience and accurately represents your brand.

Make your stand as high-quality as possible. Remember that your stand represents your company and the standard reflects what you feel your company is worth!

Sustainable Brands Choose Sustainable Stands

If you are a sustainable brand, make sure you choose a sustainable stand. Traditional custom-built exhibition stands use valuable resources that are thrown in landfills after just a few days of use. Instead, opt for a modular and reusable stand that aligns with your brand’s commitment to sustainability.

Incorporate Interactive Elements

Engagement is key to making your stand memorable. Interactive elements such as touchscreens, VR experiences, and live demonstrations can captivate visitors and encourage them to spend more time at your stand. The longer visitors engage, the more likely they are to form a positive impression and take action, such as signing up for more information or making a purchase.

Strategic Use of Technology

Integrating technology into your exhibition stand can significantly enhance visitor experience and data collection. Use RFID badges and QR codes to track visitor interactions and gather valuable data on foot traffic and engagement patterns. Digital displays can also be used to aid the understanding of your products and services, making any complex information easily digestible.

Staff Training and Engagement

Your staff are the ambassadors of your brand at the exhibition. Ensure they are well-trained, knowledgeable, and enthusiastic about engaging with visitors.

Staff must be knowledgeable about your products and services. Equip them with clear talking points and answers to FAQs to handle enquiries confidently.

Friendly and proactive staff can greatly enhance the visitor experience. Ensure that your team has approachable body language and is comfortable speaking to visitors. This can help your team to convert casual interest into potential business opportunities!

Pre-Show and Post-Show Marketing

Maximise your stand’s impact with a comprehensive marketing strategy. Before the event, promote your participation through email marketing, social media, and press releases to drive traffic to your stand. Post-show, make sure you follow up with leads promptly. Offers and promotional deals can also help differentiate you from competitors in your follow-up. Personalisation is key here. Referencing a specific conversation from the show makes you more likely to gain business.

Measure and Analyse Performance

After the exhibition, evaluate the performance of your stand against your initial objectives.

Analyse metrics like the number of leads generated, sales made, and overall visitor engagement. Gather feedback from your team and visitors to identify strengths and areas for improvement. This data will be invaluable for refining your strategy for future events.


There you have it! Maximising your return on investment requires careful planning and strategic execution, but with these tips and tricks, you will be right on track.

By setting clear objectives, investing in high-quality design, incorporating interactive elements, using technology strategically, training and engaging your staff, and implementing pre-show and post-show marketing, you can enhance the effectiveness of your exhibition presence. Make sure to measure and analyse your stand’s performance to pinpoint areas for improvement and perfect your strategy for upcoming events.

Remember, a successful exhibition not only depends on the quality of your stand but also on how well it aligns with your business goals and engages your audience!