Preparing for exhibitions and local events can feel overwhelming, especially if it's your first time exhibiting. But they're also one of the best ways to generate leads, build relationships and put your business in front of potential customers.
With the right preparation, an exhibition can become a valuable investment for your business, helping to raise your profile, showcase your expertise and generate enquiries long after the event has finished.
Across Sussex, there are plenty of opportunities to get involved, from well-known events like the Sussex Business Show to Gatwick Business Show and the always anticipated Brighton Summit as well as trade shows like the Brighton Coffee Festival. Each offers a chance to connect with new audiences and showcase what your business has to offer.
At Lollipop Print, we've attended countless exhibitions ourselves and have helped businesses across Sussex prepare for everything from local networking events to major trade shows. We know what works, what gets noticed and, just as importantly, what often gets forgotten.
Here are our top tips for making your next exhibition a success.
Decide on your goals
One of the biggest mistakes businesses make is attending an exhibition without a clear objective. Before you even think about your stand or your printed materials, ask yourself what success looks like.
Are you hoping to:
- Raise brand awareness?
- Launch a new product or service?
- Generate leads?
- Network with local businesses?
- Book meetings after the event?
Once you've established your goals, it becomes much easier to plan everything else, from the size and layout of your stand to the brochures, banners and promotional materials you'll need.
Having a clear plan also means your designer and printer can help recommend the most effective materials for achieving those goals.
Research the event
Every exhibition attracts a different audience, so it's worth spending some time researching before you commit.
Look at who will be exhibiting, who typically attends and how other businesses present themselves. This will help you decide how to make your stand stand out while remaining true to your brand.
Some exhibitions suit large backdrops, display boards and striking pull-up banners. Others benefit from more interactive elements such as competitions, prize wheels or branded giveaways that encourage people to stop and start a conversation.
At Lollipop Print, we often help businesses choose the right combination of exhibition graphics and promotional materials based on the type of event, the audience and even where their stand is positioned within the venue.
Choose the right printed materials
Your stand is only one part of the experience. The printed materials people take away with them are often what they remember afterwards.
Think about what would be most useful for your audience:
- Brochures showcasing your products or services
- Leaflets highlighting a special offer
- Business cards that are easy to keep hold of
- Stickers with QR codes linking directly to your website
- Promotional postcards
Rather than handing out everything, focus on quality over quantity and choose materials that support your exhibition goals.
Not sure what would work best? That's exactly the sort of advice our team provides every day.
Think beyond the stand
Your exhibition doesn't have to be limited to a static display. Interactive elements are one of the most effective ways to draw people in and keep them engaged.
Consider incorporating printed items that encourage participation, such as spinning prize wheels, scratch cards, raffle tickets or competition entry forms. These not only create a sense of fun but also give visitors a reason to stop, interact and remember your brand.
These types of materials can also be designed to capture contact details or direct people to your website via QR codes, helping you continue the conversation after the event.
At Lollipop Print, we regularly help businesses create bespoke interactive print pieces that stand out on busy exhibition floors and turn casual visitors into genuine leads.
Last year we helped the team at The Milk Shed stand out from the crowd at the Brighton Coffee Festival with a spinning competition wheel of prizes!
Bring your exhibition to life
Once you've planned your approach, it's time to think about how everything will work together visually.
Your pull-up banners, display boards, brochures, business cards, leaflets and promotional materials should all feel like part of the same brand. Consistency creates professionalism and helps people remember who you are.
It's also important to design specifically for print. Large format graphics have different requirements to social media graphics, and even something as simple as allowing for banner mechanisms or bleed areas can make a big difference to the finished result.
Our team is always happy to advise on artwork, dimensions, materials and finishes to ensure everything looks its best on the day. We even have many guides on our website to help you get print ready.
Give yourself plenty of time
One thing we've learnt over the years is that exhibition deadlines have a habit of creeping up.
The businesses that get the best results usually start planning early, allowing enough time to design, proof, print and prepare everything without unnecessary stress.
While we're always happy to help with urgent print jobs where we can, planning ahead gives you more options, more flexibility and a much smoother experience.
Do a final check
Before the big day, take some time to check everything has arrived and is ready to go.
Run through a checklist including:
- Pull-up banners and display graphics
- Brochures and leaflets
- Business cards
- Promotional giveaways
- Branded tablecloths or signage
- Literature stands
- QR codes and marketing materials
It's much easier to spot something missing a few days before the event than on the morning you're setting up.
Work with people who've done it before
Exhibitions are a significant investment of both time and money, so it pays to work with suppliers who understand what makes them successful.
At Lollipop Print, we don't just print banners and brochures. We help businesses choose the right exhibition materials, recommend practical solutions based on their goals, advise on artwork and finishes, and ensure everything is printed to the highest quality and ready when it's needed.
Whether you're attending your very first networking event or exhibiting at a large trade show, we're here to help you create an exhibition presence that looks professional, attracts attention and leaves a lasting impression. See how we can support you with your next exhibition.
Ready to get started? Get in touch with your local Lollipop branch.