In your experience, what makes an exhibition stand truly stand out to visitors?

Exhibitions stands need to be visually appealing; something that print companies are all too aware of, given the visual nature of printing. Whether this is bright colours to capture the attention of passers-by, or high-quality images on flags and banners; print plays a key role in exhibition stands.

What are some creative ideas for giveaways or competitions that you’ve seen work well at trade shows?

We have run several competitions over the years at The Print Show. Most recently, we ran a ‘Golden Ticket’ draw, whereby we sent out thousands of printed golden tickets to the industry, which they could then bring with them to the show, scan upon entry and have their name entered into a draw to win a host of prizes. One year we even gave away a Print Show-branded pinball machine!

How important are speaking opportunities at trade shows, and how can businesses best prepare for them?

Hugely important. There are little other opportunities to speak to a focused audience from your key target market. We run the Knowledge Zone at The Print Show, with the schedule packed full of knowledgeable and engaging speakers from print and related markets.

Any tips on how exhibitors can generate interest and opportunities before the show even starts?

In my eyes, pre-show marketing is crucial; you need to let your customers know that you are going to be at the show so they can come along and learn about your latest offerings. This does not need to be an expensive venture, with social media helping you broadcast your message for free.

After the event, what are the most effective ways for exhibitors to follow up with leads and contacts they’ve made?

For me, it’s good old fashioned phone calls. Emailing is great for sending over extra details, but nothing beats picking up the phone and speaking to someone. It is much more personal and will leave a lasting impression.

Do you think it’s beneficial for businesses to attend trade shows not directly within their industry but are related to their clients’ interests?

Absolutely. In print, we have seen so much diversification in recent years, with the lines between print and other industries – such as sign-making – blurring. Attending a show that may not be focused on your core business can help open your eyes to opportunities in other areas.