Pre, During
& Post-Show
Marketing.

In the busy world of UK events, having a high-impact exhibition stand is only the beginning. To truly see a return on your investment, you need to view your exhibition as a three-phase marketing journey: Pre-show, During-show, and Post-show.

lets discuss your show marketing

A well-planned marketing campaign is just as critical as the exhibition stand design itself. Since most visitors attend shows specifically to discover new innovations and industry trends, your marketing should ensure they are already looking for your brand before they even step into the venue.

Phase 1: Pre-Show Marketing (The Hook)

Don’t leave your stand traffic to chance. Proactive pre-marketing can significantly increase the quality of visitors to your bespoke exhibition stand.

  • Set Quantitative Goals: Establish measurable objectives, such as a target number of pre-booked appointments or a specific volume of awareness-driven website visits.
  • Leverage All Channels: Use your website, social media schedules, and email campaigns to let your database know exactly when and where you are exhibiting.
  • Email Signatures: Have a signature created that promotes the event.
  • PR & Media: Use PR retainers or press releases for newsworthy launches, such as a new store opening or a product debut on a high-impact exhibition stand build.
  • Organiser Marketing: Maximise the organiser’s marketing media; ensure your logo is uploaded and your exhibitor profile is refined.

Phase 2: During the Show (The Engagement)

Your stand is your stage. In the 3 to 7 seconds you have to grab attention, your “During-show” marketing must be seamless.

  • Live Engagement: Use social media to post live updates and “behind the scenes” content to create a buzz while the event is live.
  • Expert Staffing: Ensure your team is trained to deliver your specific campaign message. For more on this, visit our stand staff training guide.
  • Real-time Data Capture: Use exhibition lead capture tools to score leads instantly, ensuring you have the data needed for a rapid follow-up.

Phase 3: Post-Show Follow-Up (The Conversion)

Many visitors at a show are in an active purchasing process, yet many exhibitors fail to follow up effectively. This final phase is where the real results are won.

  • The 48-Hour Rule: Aim to send a follow-up message within 48 hours. Speed is a major competitive advantage in making sure your brand stays top-of-mind.
  • Personalised Touchpoints: Use a mix of email and telephone follow-ups. Including a photo of your team on the stand is an effective, personable way to trigger the recipient’s memory.
  • Add Real Value: Don’t just send a generic message; provide added-value content like price lists or links to specific articles relevant to the visitor’s interests.
  • Measure & Feedback: Track your results against your initial ROI measurement framework and collect delegate feedback to improve your next campaign.

Summary

By marketing throughout the lifecycle of the event, you ensure that your investment in an exhibition isn’t just a static display, but a dynamic revenue generator.

Ready to plan your next campaign? Contact Clip for an Exhibition Consultancy session on how to align your marketing goals with your stand design.

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