Make your presence known

As crucial as the event itself is the lead-up to it; you must let people know you will be there and provide an incentive for them to visit your stand. You can accomplish this by sending out email newsletters or by launching a focused e-shot campaign.

Social media is, of course, the quickest and most straightforward means to spread the word. In any case, start a conversation by informing people about the event’s date, location, and activities. Giveaways, on-stand events, and teases of upcoming product launches are all excellent methods to get customers interested.

Think about your objectives

Before your event, you must have well-defined goals in place and ensure that everyone on your team is aware of them as well as your plan of action for achieving them. Are you looking to increase sales, do market research, establish your brand, or enhance customer relations?

Select your area of interest and use the SMART approach to make sure your objective is: Specific, Measurable, Achievable, Realistic and Trackable. You are more likely to succeed if you start off with a clear direction.

Invest in your stand design

Without an attention-grabbing arrangement and design to make you stand out from the competition, even the best plan is meaningless. Our area of expertise at Williams & Crosby is developing customised, modular solutions.

Therefore, not only will your stand be specially made to meet your needs, but you will also benefit from your investment because it can be adjusted in size, clothed differently, and reconfigured for a variety of future events.

In order to grab people’s attention and effectively communicate your brand or product without giving too much away, your design should be striking and captivating. You want to encourage people to interact with your design and pose questions.

Never underestimate the power of a free giveaway

Everyone enjoys a good deal! You can count on a better degree of interaction if you have gifts and promotional goods at your stand, from something as basic as a branded pen to a competition to win an iPad and everything in between.

But be clever, think about your spending, pick your freebie carefully, and make sure to get people interacting before they can actually obtain it.

Spend no money on something that people will just pick up and walk away from! For instance, think about advertising your giveaway in an eye-catching display unit to make sure customers have to interact to obtain one.

Follow up on potential sales

If you don’t follow up with your leads, even a successful event is meaningless! You should have a plan in place to follow up with all of your potential clients after your exhibition or event because this is your chance to recoup your investment.

To stay at the forefront of the customer’s mind, you should follow up with a phone call or email the next day on specific sales inquiries and leads.

As we advised before the event, you can also thank attendees for coming to your stall in a more general email newsletter or e-shot that you send out after the event. You can include a call to action in this email as well as a summary of the event that includes possibly some images.

Analyse and improve

Lastly, think about what went well and what needs improvement so that your next event can be even better. What drew the most attention from customers? How many chased after they had engaged?

Did you find the stand layout to be suitable? Did people find the design appealing? Consider what was lacking, what went well, the difficulties you encountered, and how you might resolve them.

If you’re looking to achieve success with your next exhibition or event, why not contact us at Williams&Crosby?

We can help you with everything from stand designs to event management, literature design to sourcing promotional items. Call us, email or pop by our office for a cuppa and we can discuss all of this and more – no project is too big or too small!

We develop and implement big ideas


We have over 30 years of design experience and were early adopters of the web, so we know how to grab the attention of the viewer - whatever the target audience.

Strategic Marketing

At Williams&Crosby we believe that marketing is about delivering a sustainable competitive advantage for our clients.

Exhibitions & Events

If you are looking for an exhibition stand that will give you stand out and attract more we can provide a solution to meet your budget.


Creativity and solution creation should never be about making pretty marks, it’s about the intelligence behind the marks. This is what distinguishes good from outstanding.