Big Business News

How to Stand Out as an Exhibitor

Your exhibition stand is more than just a table and a banner — it is your shop window, your networking space, and your opportunity to create meaningful conversations with hundreds of attendees throughout the day.

Every organisation is different. What works brilliantly for one exhibitor may not work for another. This guide is designed to help you think strategically about how to make the very best use of your space, your branding, and your interaction with visitors.

Start With Your Stand Space
You will be allocated one of the following stand sizes:
2m x 2m, 3m x 2m, 4m x 2m, 6m x 2m

Furniture Allocation
2m x 2m stands receive: One 4ft table and Two chairs
3m x 2m to 6m x 2m stands receive: One 6ft table and Two chairs
If you do not require your table or chairs, please let the event team know in advance.

Practical preparation
Before the event, physically mark out your stand space at home or in your office. Place a table of the same size within that area and test your setup.

This helps you understand:
How much space you really have
What equipment fits comfortably
Whether your stand feels open and inviting or too crowded

Think Beyond the Table
Do not assume there will be a wall behind your stand.
You will have other exhibitors behind you, often with their own banners, screens, lighting, and displays. This means you need to think carefully about what creates your visual backdrop.

Options might include: Pull-up banners, Fabric display walls, Branded panels, TV screens, Shelving systems, Product displays or Lighting features

Your stand should clearly communicate:
Who you are, What you do and Why someone should stop

Decide What You Want to Promote
It is easy to try and promote everything — but that often weakens your message.
Instead, ask yourself:
“What is the ONE thing I want people to remember?”

This might be: A product or service, A launch or campaign, A special offer, A recruitment opportunity, A new location, Brand awareness
Once your focus is clear, your stand design and messaging becomes far more effective.

Consider What Your Business Needs
Every business will approach their stand differently.
If you are a digital business:
You may need: Screens or monitors, Power supply, Video demonstrations, Interactive displays, Tablets or laptops

If you have physical products:
Think about: Shelving or display stands, Product presentation tables
Samples, Storage solutions, Height and visibility of products

If you are service-based:
Focus on: Conversation space, Clear messaging, Strong branding, Visual storytelling, A welcoming, comfortable setup

Engage the Senses
The busiest stands are often the ones that create an experience rather than just a display.
Think about how you can engage:
Touch - Product samples, Hands-on demonstrations, Interactive elements

Taste - Sweets or chocolates, Food or drink samples

Sound - Music, Video audio, Presentations

Sight - Lighting, Movement, Colour, Screens, Strong branding

You want people walking past to think:
“What’s happening over there?”
That moment of curiosity is what brings them to your stand.

Create a Reason to Stop
Attendees are busy — give them a reason to pause.

Ideas include: Live demonstrations, Competitions, Prize draws, Interactive activities, Games or challenges, Photo opportunities, Free samples or giveaways, Useful advice or resources

The goal is not just footfall — it is meaningful engagement.

Think About Your Team
Your stand team is just as important as your display.
Consider:
Who will greet visitors?
Who will explain your offering?
Who will collect information?
Who will manage follow-up?

Best practice:
Stand at the front of your space
Be approachable and welcoming
Avoid sitting behind the table all day
Avoid being distracted by phones
Stay engaged and proactive
Simple conversation starters work well:
“What brings you to the event today?”
“Have you been before?”
“Can I show you something quickly?”

Collect Visitor Information Properly
If you want to follow up after the event, you need a system in place.
Options include: Lead capture forms, QR code sign-ups, Business card draws, Tablet or digital forms, Mailing list registrations

GDPR & Prize Draws
If you are collecting data:
Be transparent about how information will be used
Display clear GDPR wording
Ensure people understand what they are signing up for
Important:
Any prize draws must be completed between 3:30pm and 4:00pm on the day of the event.
They cannot take place after the event has ended.
Ensure:
Entry terms are clear
The process is fair and visible
Winner selection is transparent

Be a Connector, Not Just an Exhibitor
One of the most powerful things you can do is help people connect beyond your own business.

When speaking to visitors:
Ask why they are attending
Ask what they hope to get from the event
Listen carefully to their needs

Because you will often already know:
Other businesses in your zone
Exhibitors in other rooms
Relevant services across the wider event
If someone has a need you cannot fulfil, don’t stop there.

Instead:
Introduce them to another exhibitor
Encourage them to explore other zones
Physically guide them if appropriate
For example:
“You should definitely visit them in the other room — I think they can really help with that.”
When everyone does this, the entire event becomes more connected and valuable, with visitors moving across all areas rather than staying in one place.

Follow-Up Is Where the Real Value Happens
The event is important — but the real results come afterwards.
Follow-up is not optional. It is essential.
At the event you will meet:
Hot leads
Warm leads
Curious visitors
Potential partners
Future clients
Some people will:
Sign up on the day
Join mailing lists
Book meetings immediately
Show strong buying intent

Others will:
Need time to consider
Require more information
Want a follow-up conversation
Attend a future event before deciding

Prioritise follow-up:
Hot leads (24–48 hours)
Book meetings
Send personalised follow-ups
Confirm next steps quickly
Warm leads (within 1 week)
Arrange coffee meetings or calls
Share tailored information
Connect via email or LinkedIn
Long-term leads
Add to CRM or mailing list
Nurture over time
Invite to future events
The most successful exhibitors are those who follow up quickly, consistently, and personally.

QR Codes and Instant Action
Make it easy for people to act immediately.
Examples:
QR codes for mailing list sign-up
QR codes for membership registration
Tablet sign-ups
Instant incentives or giveaways
Welcome gifts for on-the-spot sign-ups
If someone is excited in the moment, capture that momentum.

Introducing the Connection Tree
A new feature of Big Business North Wales is the Connection Tree.
This is a shared installation where:
Attendees and exhibitors write messages on leaf-shaped cards
Leaves are clipped onto the tree
Visitors share:
Business goals
Collaboration requests
Funding needs
Service requirements
Inspirational messages
After the event
These connections continue beyond the day.

Information from the tree will be used for matchmaking, helping to:
Connect businesses with funding providers
Match companies with marketing or digital support
Facilitate introductions
Support ongoing collaboration
This creates a living network that continues long after the event ends.

Beyond the Event
Big Business North Wales is not a one-day experience — it is part of a growing business network.

Upcoming activity includes:
Post-event networking sessions
A relaxed event in Anglesey (September)
A Big Business North Wales Gala Dinner (November)
We are also seeking partners for future events, particularly the gala dinner.

These opportunities are designed to:
Continue conversations started at the exhibition
Strengthen regional business relationships
Build long-term collaboration across North Wales and beyond

Final Note
If you have any questions about your stand or requirements, please contact:
Nina Sardar at nina@f2n.co.uk

If you are planning anything unusual for your stand, please get in touch in advance. We will always do our best to accommodate where possible, but early communication is essential due to the scale of the event.

Closing Thought
The most successful exhibitors will not simply showcase their business — they will:
Start conversations, Create connections, Guide visitors across the event, Follow up with intention, Help build a stronger business community

Big Business North Wales works best when everyone contributes to that shared experience.

This information is the copyright of Nina Sardar, f2n Business Network. Cannot be copied in full or in part without Nina’s permission.

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