Make a lasting impression at your next trade show with the right planning and exhibition stand design.
Trade shows are one of the most powerful ways to connect with your audience face-to-face. Whether you’re launching a new product, meeting potential partners, or building brand awareness, your exhibition presence says a lot about who you are as a business. But without the right preparation, even the most creative stand can fall flat.
At WOWVI Spaces, we’ve designed and built exhibition stands that help brands stand out for all the right reasons and we know success starts long before you arrive at the venue.
Here’s how to prepare for your next trade show, with a free checklist to keep you on track.
Step 1: Define your goals and audience
Before you start planning your stand or messaging, get clear on why you’re exhibiting.
Ask yourself:
Are you looking to generate leads or build brand awareness?
Do you want to showcase a specific product or service?
Who exactly do you want to attract to your stand?
Your answers will shape everything from your exhibition stand layout and design to your pre-show marketing. Defining these goals early ensures your investment delivers measurable results.
Step 2: Choose the right event
Not every trade show will be right for your business. Research upcoming events in your industry and look for those that align with your target audience and objectives
Consider:
Visitor demographics
Stand sizes and locations
Costs versus potential ROI
Previous exhibitors and footfall numbers
Choosing the right event sets the stage for success, and prevents wasted time and budget.
Step 3: Design a stand that reflects your brand
Your exhibition stand is often the first interaction visitors have with your business, so it needs to make an immediate impact. Great exhibition stand design balances creativity, practicality, and brand storytelling.
Think about:
Layout: Does it encourage people to stop and engage?
Lighting: Does it highlight key products or features?
Branding: Are your visuals clear, consistent, and on-message?
Functionality: Is there space for meetings, demos, or product displays?
At WOWVI Spaces, we take care of everything from the initial concept and 3D visuals to the full build and installation, creating bespoke exhibition environments that draw people in and start conversations.
Step 4: Plan your pre-show marketing
Even the best-designed stand won’t perform if no one knows you’ll be there. Start your marketing campaign early to build anticipation and drive traffic to your stand.
Content ideas include:
Announcing your presence via an engaging social media video
- Create a dedicated web page linking to the exhibition show’s website
Sending personalised invitations to clients and prospects
Teasing product launches or giveaways
Partnering with the event organisers for pre-show exposure
Make sure all messaging includes your stand number, key reasons to visit, and what attendees can expect to gain.
Step 5: Train your team
Your exhibition team is just as important as your stand design. They’re the face of your brand, so make sure they’re prepared to engage confidently and professionally.
Provide training on:
Key talking points and product knowledge
How to qualify leads quickly
Body language and first impressions
How to capture visitor data efficiently
A friendly, well-prepared team makes your brand memorable for all the right reasons.
Step 6: Manage logistics early
Don’t leave the practical details to the last minute.
Confirm:
Transport and build schedules
Power, lighting, and Wi-Fi requirements
Promotional materials, branded merch and giveaways
Accommodation and travel for your team
At WOWVI Spaces, we handle every aspect of exhibition logistics and installation, ensuring your stand arrives on time, looks incredible, and performs flawlessly throughout the event.
Step 7: Follow up fast
The work doesn’t end when the trade show closes.
Within a few days, follow up with all leads and contacts while your brand is still fresh in their minds. Send personalised emails, connect on LinkedIn, and keep the conversation going. A well-timed follow-up can turn a casual chat on the stand into a long-term customer relationship.
Ready to stand out at your next event?
From initial concept to complete exhibition build, WOWVI Spaces brings your brand to life through thoughtful design, craftsmanship, and attention to detail.
Whether you need a one-off trade show stand or a modular solution you can reuse across multiple events, we’ll help you make a lasting impression.
Let’s make your next exhibition your most successful yet.
Get in touch with our team to start your stand design journey.
