Business Fairs: Stand Design, Staff Preparation, and Promotional Merchandise

Business fairs are an economically profitable channel to generate potential customers, make sales and show what companies can offer. The exhibition stand is crucial to create a pleasant business environment that attracts visitors and generates new customers.

Creating an attractive stand and preparing staff with solid knowledge are essential elements to get the most out of participating in a business fair or expo. According to promotional merchandise experts www.fyldepm.co.uk there are various strategies to create a successful experience; here are some expert tips:

Choose a stand designer

Use a professional stand designer to advise on the development of the display and offer recommendations based on your business, products, services, and objective of the event. Designers who have worked with other businesses in your sector have invaluable insight into what’s hot and what’s not in terms of display stands.

In conjunction with the designer, the following basic information will need to be agreed upon:

  • Objectives of participation

  • Budget and deadline for the delivery of the final product

  • Type and quantity of products to exhibit

  • Characteristics, weight and dimensions of the products / materials to exhibit

  • Restrictions on weight, space, dimensions, types of materials used, and safety regulations imposed by the organisers of the event

It only takes a few seconds for visitors to decide if they want to get closer to a stand while touring a business fair or expo. Here is some advice on how to get the most out of those moments.

  • Showing different focal points that convey the spirit and personality of your company is better than showing competitive designs that could confuse a visitor.

  • Make sure that no objects or decorations on the stand interfere with access to the stand or take away visibility.

  • Develop a balanced colour scheme and remember that the eye appreciates less aggressive colours and is attracted to them. If exhibiting in a large venue, always coordinate with the organisers to ensure consistency with the general aesthetics of the space.

Materials and public

You should have the appropriate materials for the public at the fair in question. Some focus on doing business and coordinating contracts while others emphasize the product and service display. Marketing materials and sales literature should be printed in the local language when participating in fairs outside the country.

Staff training and execution at the stand

Satisfied customers can be the best ambassadors for your company. Having a friendly and proactive staff can be the way to create the kind of positive interactions that will make visitors more willing to do business with you and more likely to speak well of your company to others.

Here are some tips regarding staff.


  • Prepare the staff with examples of involvement and qualification questions for a better identification of the potential clients before showing the product or performing a demonstration.

  • Verify that staff can answer basic questions about products and services.

  • Verify that they are broadly competent and qualified to communicate knowledge about the company’s capabilities, intentions, market exposure, and expansion efforts.

  • Develop a standardised system in advance that keeps track of the details of visitors to compile a better record of contacts and evaluate the profiles of visitors.

  • Have available business cards and other promotional materials such as lanyards, USB phone chargers, etc. that can be shared with visitors.


  • Focus energy on interested clients and dedicate time to potential visitors with a high probability of becoming clients; smaller samples can create a higher perceived value.

  • Make sure that the staff is properly identified, dressed correctly and always available.

  • Limit the amount of personnel to one person every five square metres to avoid crowds on the stand that hinder access to staff.

  • Listen carefully and be attentive to body language, tone of voice and choice of words.

  • Do not allow the process of sharing samples / written material to distract a dialogue that may lead to something productive.

  • Never leave the stand vacant, it must always be attended.

  • Allow staff to have a moment to rest and entertain themselves, in this way they will always stay fresh and energised.


Be proactive and fast in tracking potential customers after a fair. Try to develop a management system for potential clients during the fair, so that staff can categorise them based on their potential as clients (i.e. high, medium, low) in order to make the corresponding follow-up at the end of the fair.

Finally, be sure to carry out an informative summary where strengths and weaknesses are measured, preferably while the event is still fresh in everyone’s memory. This evaluation will be helpful in measuring the progress with respect to the participation in previous fairs, as well as in the quality of contacts, sales and impact of the fair on business sales.

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