L&D exhibitions aren’t just industry events.
It’s the opportunity for you to discover strategic opportunities, to discover new solutions, build meaningful connections, and gain insights that shape organisational learning.
Think beyond the LinkedIn post of you on the train or the train station. This is the opportunity to deliver real insight to your team and your followers.
Learning Technologies 2024 attracted over 11,000 visitors, featured more than 200 exhibitors, and hosted 200 free L&D seminars (Source: Learning News). It has a huge following before, during and after the event. Following hashtags and looking for insights from people, and not just the same old ‘thought leaders’.
It’s the chance for you to put forward your ideas. The idea, concept or product that you’ve seen.
You don’t need to attend the big events. Smaller exhibitions and conferences like the Learning Network Connect offer similar opporunties. You need to so come research to find out which L&D conferences and exhibitions you want to attend. If you are based in the UK, you might decide to attend a conference overseas like the Learning Leaders Conference in the USA.
But without a bit of preparation, it’s easy to feel overwhelmed by the buzz, the stands, and the sheer volume of opportunities. Walking through the hall entrance you’ll be bombarded with the leaflets, the stands and it’s easier to quickly miss the opportunity to good ideas.
Stay calm, cool and stick to the plan.
Whether it’s your first exhibition or you’re looking to refine your approach, these practical tips will help you maximise your time.
1. Plan Ahead
- Research the Event: Review the schedule, speaker line-up, and exhibitor list in advance. Identify key contacts and arrange meetings ahead of time. Know what you are doing before you walk through the entrance. Be prepared if things change, but have an outline for the day.
- Set Clear Objectives: Define what you want to achieve—whether it’s meeting potential suppliers, exploring new tools, or networking with friends and existing suppliers.
- Prepare Key Questions: Have 2-3 insightful questions ready for each exhibitor to ensure productive conversations.
- Networking: You’ve got the invite to meet the supplier. But think about you and the company. Is spending hours standing on the supplier stand the best use of time? It might be? But this is the chance to get out and meet all the industry.
2. Maximise Your Time On-Site
- Arrive Prepared: Bring your badge, a refillable water bottle, and a notebook or use a voice recording tool like Otter.ai to capture insights. There is a lot of walking – dress for comfort.
- Engage with Everyone: Don’t overlook smaller stands; startups and niche exhibitors often provide unique perspectives.
- Document Interactions: Keep track of who you meet and their offerings by making notes and taking photos—this ensures you remember important details later.
3. Think Logistically
- Plan Your Day: Schedule meetings strategically and allow time for unplanned but valuable conversations.
- Travel Wisely: Account for time spent registering, navigating the venue, and getting something to eat and drink. It will be busy.
- Stay Comfortable: Wear comfortable shoes, pack light, and know where to store coats or bags to avoid hassle. A backpack might be a pain, but might save you time.
- Freebies/Merch: Think before you grab. Do you really need all the free stuff or is it going to end up in the landfill?
4. Engage Post-Event
- Follow Up: Connect with new contacts on LinkedIn or email and reference your conversations in your notepad. Make notes so you’ve got a reference.
- Share Insights: Use tools like Otter or ChatGPT to compile your notes into a report for your team. Using some AI tools can make a massive difference to your day. Include photos or videos to bring the event to life. Send them to your team – remember not everyone gets to go, your insight will be invaluable.
- Evaluate the Event: Reflect on successes, areas for improvement, and how the exhibition aligns with your long-term objectives. Keep in mind that 73% of event marketers find follow-up communications crucial for measuring event success (Source: Event Flare). You should do the same!
5. Be Open to New Opportunities
- Explore Unfamiliar Stands: Smaller or international exhibitors might offer innovative solutions you hadn’t considered. Don’t dismiss them. You might make a good contact for the future.
- Attend New Events: Diversify your exhibition calendar to gain fresh insights from different sectors. Don’t go to the same exhibitions and stands each year.
Additional Practical Tips
- Be Flexible: Spontaneous conversations often lead to valuable insights. Be open to engaging with exhibitors or attendees you didn’t plan to meet. It doesn’t say much to say hello, or no thank you. Be kind.
- Record Key Insights: For every interaction, jot down names, companies, and key points—or take a photo of the stand to jog your memory.
- Ask the Right Questions: Focus on understanding current challenges and how exhibitors’ solutions address them.
- Use Technology: Create a walkthrough video of the exhibition to share with your team. Do a video walk through. It will help you and you can share this with your team – it is a good way of understanding the scale of the event.
- Stay Hydrated and Energised: Bring water and snacks to avoid high costs and long queues. Look out for print shops nearby—they often offer affordable drinks and snacks. Top tip for Learning Technologies!
Tips for First-Time Attendees
- Know the Venue: Large venues like the NEC or Excel can be overwhelming. Plan for travel time between halls and registration queues. For example, walking from the train station to the exhibition hall can take up to 30 minutes.
- Avoid Peak Times: Visit food areas and popular stands outside busy periods to save time and avoid queues.
- Prepare for a Long Day: Comfortable shoes, a lightweight bag, and scheduled breaks can help you stay focused and energised.
Final Thoughts
L&D exhibitions are packed with potential, but the key to success lies in preparation and follow-through. By planning ahead, staying flexible, and engaging with purpose, you can transform your next exhibition into a valuable opportunity to build connections and gain actionable insights.
Think strategically, explore new sectors, and don’t forget to follow up with contacts and evaluate your experience to maximise the value of your investment.
Questions
How do I make my exhibition successful?
Set clear goals, plan ahead, and research the event. Focus on meaningful conversations with attendees, document key interactions, and follow up after the event. Use tools like Otter.ai to capture insights and stay organised.
How do I attract people to my exhibition stand?
Create an engaging stand with eye-catching visuals, interactive elements, and clear messaging. Offer something valuable, like free resources or demos. Make your staff approachable and ready to discuss how your solutions address visitors’ needs.
How to make an exhibition more interesting?
Get a plan before you. Understanding who you are planning to visit. Most exhibitions also have free seminars. Set some targets for the number of stands that you are going to visit and how many product demonstrations you are going to view.
How to work out which exhibition to attend?
Speak to colleagues about events that they have been to, also do your own research. Most events have their own hashtags on LinkedIn and their own pages. You can quickly get reviews of previous events. Even a yer ahead you can start to see what the event is likely to be. If you get there and its not what you thought – still make a day of it!
