Thinking about exhibiting at a business show? Read VARA's Top 10 Tips
1. Choose the right event for your goals
Not all events attract the same audience. For instance, The Royal Cornwall Show brings a large, mixed crowd (B2C & B2B), while business expos run by Cornwall Chamber of Commerce are more B2B-focused. Before booking, ask:
- Are my ideal customers attending?
- Am I launching, lead generating, networking, or building brand awareness?
- What ROI do I realistically expect?
2. Set clear, measurable objectives
Don’t just “turn up & hope.” Define what you want from the event. This gives your team focus & helps measure success afterwards:
- Target number of leads
- Meetings booked
- Sales made on the day
- New partnerships formed
3. Make your stand visually clear (not cluttered).
Visitors should understand your offer within 3 seconds of walking past:
- One clear headline (what you do, who you help)
- Strong branding (consistent colours, logo visible at distance)
- Minimal text
- Good lighting if possible
4. Train your team properly.
When on the stand, avoid the following:
- Sitting down scrolling phones
- Eating
- Talking only to each other
- Hard selling immediately
Instead
Brief everyone beforehand so messaging is consistent:
- Stand up, smile, make eye contact
- Open with a question (“What brings you here today?”)
- Qualify quickly & naturally
5. Focus on conversations, not freebies
Giveaways are fine but they should support your strategy. Instead of generic sweets or pens, consider:
- Something useful to your target market
- A competition entry requiring contact details
- A downloadable resource (via QR code)
6. Promote in advance - don’t rely on event footfall alone.
For Cornwall-based events especially, many attendees plan their day ahead. Before the show:
- Announce on LinkedIn & social media
- Email your database
- Invite key contacts personally
- Book meetings in advance
7. Capture leads properly.
Have a system:
- Lead forms (paper or digital)
- Clear notes on what was discussed
- Categorise leads (hot / warm / long-term)
- Don’t rely on business cards alone - you’ll forget context later
8. Follow up within 48 hours
After big shows like the Royal Cornwall Show, people return to busy inboxes so speed matters:
- Send a personalised email referencing your conversation
- Send promised information with a clear next step
9. Network beyond your stand
At business-focused events like those hosted by Cornwall Chamber of Commerce, some of the best opportunities happen:
- At breakfast sessions
- During speaker breaks
- In networking areas
- Walk around, introduce yourself & build partnerships with other exhibitors
10. Review performance & calculate ROI
- After the event, assess:
- Cost of stand & time & materials
- Leads generated
- Sales converted
- Pipeline value
Then ask:
- What worked?
- What would we change next time?
- Is this an event we should repeat?
Heading to a business event or exhibiting near Truro? Hotel VARA is your ideal affordable base to stay.
- Business-friendly hotel
- Hotel with meeting rooms
- Scandi-inspired
- Work-from-hotel spaces
- Free parking
- EV charging point
- Near Truro city centre
- Studio room with kitchenette for longer stays