Trade shows and expos remain some of the most powerful opportunities for companies to connect with buyers, showcase innovation, and build meaningful relationships.
But simply turning up and hoping to come away with a host of hot leads isn’t enough. With competition fiercer than ever, success comes from strategic planning before, during, and after the event.
Industrial marketing specialist and EMN affiliate partner Horizon Works offers advice on how to maximise your presence and turn foot traffic into real business growth.
- Build momentum before you arrive
Your trade show impact starts long before the doors open. Smart pre-event marketing ensures people know who you are, where you’ll be, and why they should visit your stand.
- Announce your attendance early. Share your presence across social media, email newsletters, and your website – for instance on a home page banner or news section.
- Create a compelling reason to visit. Think exclusive demos, giveaways, early access to new products, launches or announcements.
- Use event hashtags and tag organisers into social media posts. This will broaden your reach and help you tap into events’ audiences.
- Reach out directly to key prospects. Book meetings in advance. A full calendar means you’re already winning before the event begins.
- Collaborate with partners and network organisations. They can help you amplify your reach and make key personal introductions – they can do some of the hard work for you!
Make your exhibition stand a destination people plan to visit, not one they stumble across!
- Make the most of your exhibition stand
Your exhibition stand is your stage — and in 2026, visitors expect more than brochures and a branded tablecloth.
- Design for visibility. Clear signage, bold visuals, a strong message, a well-defined proposition… and of course, lighting that stands out… will help you rise above the noise. Event halls are often busy and crowded: your stand needs to shine.
- Create interactive experiences. Touchscreens, VR and AR demos, product trials, or live mini‑sessions will keep people engaged for longer – which means more time to build a rapport with prospects
- Train your team. Friendly, proactive and knowledgeable staff who know how to start conversations and qualify visitors make all the difference. Ensure that your team can answer technical questions if the need arises.
- Keep it open and inviting. Avoid barriers like high counters or cluttered layouts, and create a welcoming environment.
- Use smart tech. QR codes, digital brochures and lead‑capture apps streamline the experience and reduce friction. Your key information will get into delegates’ hands more rapidly.
A booth that feels energetic, purposeful and easy to navigate naturally attracts more visitors.
- Turning visitors into leads that convert
Traffic is great — but conversions are what matter. Turning visitors into qualified leads requires intention.
- Have a clear lead‑capture process. Whether it’s scanning badges or using a digital form on a device, make it quick and consistent.
- Ask the right questions. A few targeted qualifiers help you prioritise follow-ups.
- Offer value in exchange for details. Think downloadable guides, exclusive discounts, or entry into a prize draw.
- Follow up fast. The first 48 hours after the event are crucial. Personalised messages referencing your conversation stand out: these could be done on email or via LinkedIn.
- Nurture, don’t just sell. Use email sequences, content and check-ins to build trust over time.
The aim is to turn a brief exhibition stand interaction into a long‑term relationship.
The bottom line…
Maximising your presence at trade shows in 2026 is all about strategy: promote early, design an exhibition stand that draws people in, and have a clear plan for turning interest into opportunity. When you combine preparation with creativity and strong follow-up, trade shows become one of the most valuable investments your business can make.
Here’s how Horizon Works can help
Horizon Works has helped many clients, including EMN members, to maximise their presence at trade shows by helping them every step of the way, from strategy and planning through to promotion and marketing. We can support you with:
- Event strategy and planning
- Exhibition stand and booth design
- Messaging and creative ideas
- Brochure and presentation design
- Social media pre, post and at the event
- Animation and video content
- Business development support
- Content marketing
- E-marketing
Horizon Works accelerates growth for technical companies in complex sectors with energetic, impactful marketing. Established in 2010 and based in Blyth, Northumberland, we have a proven track record of delivering industrial marketing solutions that resonate on a global scale.
We specialise in sectors including defence, precision engineering, advanced manufacturing, automotive, renewable energy and industrial technology, and our marketing is reinforced by in-depth industry knowledge.
Drawing from a wide range of disciplines, we help companies to expand, diversify, reach international markets, gain strategic focus, reinvigorate their brands and re-energise their marketing.
Our services include strategy and brand development, design, animation, content marketing, public relations, website design and development, SEO and social media.
For more information, visit www.horizon-works.com or email hello@horizon-works.com