Top tips for tradeshows

Whether you’re a business hungry to showcase what you do, or an entrepreneur wanting to connect with other like-minded people, a tradeshow is a perfect place to do it.

Face-to-face business events don’t just give you a chance to get leads; they provide you with the opportunity to form bonds in the business community and share experiences. They promote that all-important human connection that you don’t always get over the internet or through social media.

But before you sign up for a stand or book a ticket, it pays to know a bit about them to make the most of your experience.

Here are some of my top tips for exhibiting, and for attending.

Why should I attend/book a tradeshow?

Tradeshows are places full of potential, innovation, connection, discovery, and community - where businesses can meet other like-minded individuals and level up what they do. There are plenty of reasons why you should get involved:

• Great for meeting decision-makers in person
• Can boost sales
• Find new target audiences and partnerships
• Helps build trust with customers and other businesses
• Great way to communicate news and events about your business
• Make new connections and business friends
• Builds your database for marketing

Exhibiting: my top tips

1. Have a game plan

Before the tradeshow begins, speak to your team so that you know what you're looking to achieve. Don't just show up and wing it. 

2. Stand out and be seen

It's your chance to level the playing field against other businesses. Make sure you do some market research first by visiting another event before exhibiting.

It's imperative to know what stands look like, what works, what is just dull, and what really captures the imagination.

3. Never go to a trade show alone

Always take an extra pair of hands - it doesn’t look professional if you wander off to network or have lunch and no one is on your stand. Plus, if no one’s manning your stand, you could miss out on a potential client coming by.

4. Always take a tablecloth for your table if you're using one

Event trestle tables are usually tatty! So, smarten up your stand with a crisp, clean tablecloth. Even better, take one in your branded colour and take spares you could lend to other stand holders – aside from being a nice thing to do, it can help build those all-important business relationships.

5. Gifts on your stand are important

People love giveaways and freebies but you don't have to go with pens, coasters, and USB sticks to stand out - you could be different. If you do go this route, go bamboo-based, try sow and grow kits or eco-friendly packaged sweets which don't use single plastic packaging but compost down in under 12 weeks. Be bold and be seen!

Top tips for attendees

1. Pack your portable charger

There’s nothing worse than running out of juice before you've finished social posts and selfies at an event. You’ll thank us later.

2. Keynote speakers

Make an effort to attend the speakers at events. They’ve been chosen for their expertise and what they can bring to the table. So, sit down for 20 minutes, take the weight off and relax whilst learning from an amazing speaker to broaden your knowledge in business.

3. Get social

It's mega important to be socially active during the event. Tell everyone you're going to be there and share the hashtags. Event organisers rely heavily on

guests sharing content, so help and support them if you like it, and give your own publicity a boost too.

4. Try to see EVERYTHING

Schedule the day and diarise what you want to see by looking at the website and the special elements of the show. We showcase everything about the Sussex Business Show on the website with a media pack with times and what's on. You may not get to see it all, but you do want to see a lot of it, so make sure you go to the event knowing what stands out to you.

5. Give feedback

Many guests simply show up, take photos, take a swag bag, see what stuff they can get, and then leave without giving any feedback on the event. Try and provide feedback or comment on social media about the tradeshow or exhibition – as well as being helpful for the organisers, it can help build those all-important business relations.

Tradeshows present a wealth of opportunities on whichever side of the fence you sit on but above all, they should be fun. New business, connections, and networking are all important but make sure you enjoy yourself too.

Sonny Cutting is the Event Director of Sussex Business Show.

Find out more on their website, or find them on social @SussexBizShow and #SussexBizShow

If you want to contribute to the Chamber blog, contact us on hannah@brightonchamber.co.uk