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The Ultimate Guide for Your Brand Sales Strategy at Exhibitions

When formulating your custom exhibitions strategy, the success of your stand must go beyond a visually appealing space. It should incorporate a balance of creativity, innovation and a robust path to purchase with the ultimate goal of driving sales outcomes.

Whilst brand awareness generally ranks as the number one reason why brands choose to exhibit at tradeshows (based on organiser feedback), driving sales revenue and securing deals is a close second. You’ll need to prove a tangible return on investment for your custom exhibition display and establish a solid foundation to ensure your approach will resonate effectively with your target audience.

Setting Clear Metrics

But first, let’s talk about metrics. Establishing clear sales goals for your exhibition appearance is paramount. Outline specific and measurable objectives that align with your overall brand strategy and business objectives. Whether it’s acquiring a certain number of leads, closing deals on the spot or nurturing prospects for post-exhibition conversion, having well-defined metrics allows you to monitor and track your team’s progress throughout the show as well as attribute post-campaign activities.

Develop a Strong Visual Identity

With numerous exhibition stands at each tradeshow, maintaining a distinct visual identity is crucial to stand out. Ensure that your custom stand design mirrors your brand’s personality, values and unique selling propositions. Incorporate eye-catching graphics, bold colours and innovative signage that instantly communicates your message. Consider incorporating LED lighting or lightboxes to add a dramatic effect, highlighting your space and showcasing your products or services for a seamless path to purchase.

If you have a vision in mind or are in need some guidance, the DisplayWise team specialise in creating bespoke display complete with storyboard renders, technical drawings and specifications. Talk to our team about your design and how consistency in branding across all marketing materials and promotional items reinforces brand recognition and ultimately drives sales success.

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Tell a story

But having brand confidence is also about being authentic. Take customers on a journey and tell them your brand story through meaningful graphics or purposeful material choices to convey your brand’s personality and values. Our work with Sydney Water at the Sydney Royal Easter Show last year is a prime example of authentic brand storytelling. From interactive touchpoints to fun facts on water conservation, this stand perfectly encapsulated what Sydney Water is all about. The custom stand design also provided interactive opportunities for attendees to take the four-minute shower pledge and download their Spotify playlist of 4-minute shower songs to maintain engagement well after the exhibition concluded.

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Training Your Team for Sales Success 

With numerous exhibition stands at each tradeshow, maintaining a distinct visual identity is crucial to stand out. Ensure that your custom stand design mirrors your brand’s personality, values and unique selling propositions. Incorporate eye-catching graphics, bold colours and innovative signage that instantly communicates your message. Consider incorporating LED lighting or lightboxes to add a dramatic effect, highlighting your space and showcasing your products or services for a seamless path to purchase.

At DisplayWise, we’re here to help and offer a full test assemble of your display build prior to dispatch and installation. Invite your staff to the briefing or training sessions ahead of time to ensure everyone knows exactly what to expect on the stand as well as having a clear understanding of product knowledge and key messages. Remember: a well-prepared team is critical to achieving sales goals on the exhibition floor.

Leverage Lead Capture Technology for Sales Tracking

We live in a digital age where technology is rapidly evolving and the benefits of incorporating the right tools and platforms into your strategy can see your sales skyrocket. Be sure to agree on a sales strategy for lead qualification prior to the exhibition with lead scoring metrics. You could also monitor social media platforms to understand sentiment or engagement levels to pinpoint individuals or companies showing interest in your products and services. Consider purchasing lead capture scanners  which will also give you full access to lead count and quality, determine the amount of sales pipeline and closed business that results from your exhibition interactions.

Now that we’ve established the foundations, let’s dive into 5 proven tactics to ensure your stand not only captivates but also converts on the show floor.

1. Consultative Selling – Offer Something a Little Different

Captivate your audience by offering something distinctive to engage attendees in conversation and foster a deeper understanding of their requirements. Think about giving an early glimpse of an upcoming product or service, introduce a special edition product or showcase an exclusive experience based on your conversations. Engaging activities like games, contests, or challenges can also elevate the excitement level and make your custom stand experience unforgettable based on your target audience needs. By offering something unique to your space, your brand will not only create a buzz but also spur word-of-mouth marketing and ultimately contribute to attracting a larger crowd to your stand.

Take our recent  ‘Tourism Fiji’ Premium Hire stand we designed and produced for the Asia Pacific Incentives and Meetings Event (AIME) – the leading trade event for the meetings and event industry in the Asia Pacific region. The custom stand featured Fijians in traditional dress who interacted with visitors and engaged in cultural related conversations These brand ambassadors in traditional Fijian dress, created a cultural connection between the stand and attendees who were intrigued by the unique and authentic representation. This cultural element also fostered a positive experience which spread throughout the show and attracted a large crowd as a ‘must-visit’ destination at the show.

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2. Promotional Giveaways

Who doesn’t love a free sample or additional ways to save? By offering incentives to customers, you’ll be maximising an engaged audience to try before they buy and discover new products or services in your range whilst making them feel good about your brand simultaneously. Consider expanding this winning formula by offering a limited time incentive during the exhibition. Ask customers to share their contact information through scanning a QR code or other data capture technologies to build valuable customer data points and future revenue opportunities.

3. Building Relationships with Networking Happy Hour

Host a casual networking event with complimentary coffee, refreshments or snacks to attract visitors during those peak periods. Think about lounge furniture, integrated custom seating or a dedicated chill-out zone to create an inviting atmosphere and make it easy for attendees to approach your stand and strike up conversations. Use this time to build relationships too by answering questions and connecting with potential clients in a relaxed and enjoyable setting.

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4. Demonstrations – Host a Workshop or Presentation

Showcase your leadership and expertise by hosting workshops or presentations tailored to the interests of your target audience. Share valuable insights, industry trends or practical advice that resonates with your target audience at the exhibition. By opting to include a silent theatre or public speaker stage, you’re not only brand building but also providing an enriching experience for attendees at the same time which can ultimately contribute to future sales. Check out how Qcells leveraged their exhibition appearance at All Energy to attract attention and drive sales in our latest case study.

5. Gamification

Integrate gamification elements into your exhibition booth to make the experience more enjoyable and memorable. This could involve games, quizzes, challenges or a rewards system tied to product interactions. Gamification not only captures attention but also encourages participation and engagement. Integrate technology to track and display real-time engagement metrics too. This could include leaderboards showcasing top participants or progress tracking for challenge. By making the gamification elements visible, you create a sense of community and encourage friendly competition among attendees.

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In essence, a comprehensive approach to driving sales success involves aligning metrics, nurturing relationships, leveraging technology, empowering your team, simplifying the purchase journey and implementing a strategic post-event follow-up. By focusing on these key aspects, your custom exhibition strategy is sure to not only attract the right audience but also deliver tangible and impactful sales outcomes.

Want to ensure your stand not only captivates but converts on the show floor? Get in touch with the DisplayWise team to help your brand maximise sales and create a lasting impact on your attendees but also your bottom line.

The Ultimate Guide to Social Media Marketing at Events & Tradeshows

Your event’s impact stretches far beyond the day itself. Whether it’s increased sales, leads or brand awareness you seek, the event is just one piece of the puzzle.


Ready to level up your strategy? Harness the power of social media with our guide and get the most out of your next event or exhibition.