Are You Making the Most of Your Exhibition Spend?
I remember my first exhibition.
I’d just started my first job and was young, eager, and tasked with gathering insights for senior leadership.
I wasn’t a buyer.
I had no budget.
I had no authority.
But I was reporting back to a multi-million-pound IT strategy team that did.
And yet, time and time again, I was ignored.
Exhibitors brushed me off because I didn’t fit their ‘ideal customer’ profile. The ICP. That’s when I realised something:
Most companies waste their exhibition budget by focusing on the wrong things.
Exhibitions Are Expensive. And Most Businesses Get Them Wrong.
Travel, stand space, design, promotional materials. It all adds up. Yet, so many businesses treat exhibitions as a networking social rather than a strategic opportunity. Free pens, tote pages, champagne at 3pm on the stand – does any of it work?
I’ve spent thousands watching companies make the same mistakes:
- Obsessing over giveaways – what pens should we buy
- Competing for the biggest stand
- Prioritising exclusive exhibitor drinks
None of this really delivers the ROI that you need.
I’ve worked in gaming, energy, education, and L&D exhibitions.
I’ve designed massive stands, brought famous people onto booths, and seen what works and what doesn’t.
And the biggest mistake? Business owners forget why they’re really there.
The Hidden Problem With L&D Exhibitions
I love exhibitions.
The buzz.
The conversations.
The chance to meet customers, competitors, and industry leaders. All in one place and over a couple of days. You get the chance to catch up with some people that you’ve worked with before, old customers, friends.
But here’s what I don’t love:
Exhibitors who make it impossible to see their product.
Walk onto a stand, and it’s like you need a secret code to get a demo. Try to watch something alone, and someone hovers over you like a security guard.
It’s like walking into a furniture store where all the beds are hidden
and when you finally find one, you’re not allowed to lie down.
Why?
You’ve spent thousands to be there. Why make it harder for customers to engage?
The Lead Capture Problem
If you’ve ever attended an exhibition, you’ve probably hesitated before handing over your email.
Maybe you even used a burner email to avoid spam.
Why?
Because most exhibitors send generic, low-value follow-ups.
Be different.
- Send quality content
- Offer real insights
- Make it worth their time
And if you’re using a burner email? You might be missing out on the good stuff.
The Turning Point: One Conversation Changed Everything
After attending countless L&D exhibitions, I had a conversation that flipped my perspective.
An experienced exhibitor told me:
It’s not about flashy stands or celebrity guests. It’s about being approachable and understanding why people are there.
We changed everything.
- Lead Capture – No more collecting contacts for the sake of it
- Conversations Over Pitches – We focused on real engagement
- Our Stand Became a Hub – Not just for selling, but for insights
Then something happened.
I met with Marks & Spencer’s.
What started as a casual chat turned into a deep discussion about training. That moment proved what I had suspected all along:
Success at exhibitions isn’t about the stand, it’s about understanding people.
That insight directly influenced our course library.
The customer feedback we gathered at exhibitions shaped:
- Course topics
- Course length
- Essential features
Lessons From the Exhibition Floor
If you’re exhibiting at an L&D event, here’s my advice:
Stop Doing This
- Sitting on your phone
- Eating on the stand
- Treating visitors like an inconvenience
Start Doing This
- Stay engaged – Every visitor could be a key decision-maker
- See every visitor as valuable – Even if they don’t look like a ‘buyer’
- Use your stand for insights – Not just sales pitches
- Show genuine interest – Every conversation is a learning opportunity
The Process for Exhibition Success
1. Prepare Your Team
Everyone on your stand should know:
- What you offer
- Who you help
- How to engage visitors (not just sell)
2. Beyond Basic Lead Capture
Don’t just scan badges and move on.
Capture real customer insights—ask about challenges, pain points, and needs.
3. See Exhibitions as Product Development
Exhibitions aren’t just about immediate sales. They’re:
- A goldmine for customer insights
- A way to test messaging in real-time
- A foundation for shaping future strategy
4. Involve More Than Just Sales Teams
Your product and development teams should be there too.
Hearing directly from customers changes how they build solutions.
Final Thought: Everyone Is a Potential Customer
When I was sent to exhibitions as a researcher, no one took me seriously.
But I was feeding insights into a multi-million-pound IT strategy team.
If exhibitors had dismissed me, they would’ve missed out on a major contract.
Not everyone at an exhibition is there to buy today, but they might be the key to your biggest deal next year.
For L&D Directors, this is especially relevant. Many exhibitions are full of vendors eager to push solutions, but not enough of them take the time to understand the specific needs of L&D Directors and the challenges they face.
Are you making the most of your exhibition opportunities?
