Trade shows and exhibitions are undoubtedly among the most effective ways to introduce your products and services to new markets, test your latest offerings and expand your customer base. However, without thorough preparation, your presence risks going unnoticed in the crowd. With the right approach – before, during, and after the event – you can make sure your time and effort pay off.
Before the show: lay the foundations for success
Define clear objectives and your commercial strategy
Why are you attending? To meet new clients, explore market potential, find distributors, or enhance your international profile? Without clearly defined goals, you risk spreading yourself too thin. Establish measurable indicators for each objective so you can later demonstrate the impact of your participation.
Once your objectives are set, prepare tailored pitches. Buyers, distributors, journalists, and competitors will each be looking for something different. Adapting your message to suit their profile ensures every conversation counts.
Leverage expertise and networks
You don’t have to go it alone. The economic representatives and general delegates of hub.brussels have in-depth knowledge of their respective markets. They can help you identify promising prospects to invite or meet at the show – an invaluable advantage, especially if you're new to that market.
Plan your appointments and communications in advance
Trade shows are not the place for improvisation. Contact your priority leads several weeks before the event, propose meetings, and send brochures. Announce your presence via newsletters, social media, your website, and even your email signature. Always include the show’s name, hall, and stand number. These details make it easier for visitors to find you in a busy venue.
Register early on the show’s online platform and, if possible, publish a company profile. Many events also offer an app that is ideal for arranging meetings, locating stands, or checking the conference programme.
Make your stand work for you
Your stand is your business card. Choose a bold, simple message that conveys who you are and what you offer within seconds. Limit yourself to one strong promise and one or two distinctive arguments. If you use video, add English subtitles so that your content remains accessible without sound.
Keep in mind that the lower part of your visuals is often obscured by furniture or visitors. Place key messages at eye level.
Prepare the logistics
Accommodation fills up quickly during major events and prices rise fast. Book early and choose a hotel that is conveniently located near the venue or has good public transportation connections.
Pack everything you need: a sufficient number of business cards (paper or digital), tools for collecting and sorting the cards received (stapler, pens, notebook, etc.), products to be displayed (in "sample" format if possible), any equipment needed for tasting food products (spoons, containers, napkins, etc.).
Avoid attending alone if possible. One person can stay on the stand while another explores the show or attends meetings. English is essential, and so is your appearance: dress comfortably and visibly (for example, a branded T-shirt and a clear badge).
During the show: make an impact and build connections
Welcome visitors to your stand
Your attitude matters as much as your stand. Don’t hide behind a screen or sit passively. Stand at the entrance, smile, greet visitors and initiate conversations. A single question can spark an opportunity. Ask about a visitor’s role before launching into your pitch : it saves time and helps you tailor your approach.
Adjust your pitch to the person in front of you. Ask questions, listen carefully, and share anecdotes, case studies or examples. Real-life stories often resonate far more than a formal sales pitch.
Record essential details after each meeting: names, roles, interests, challenges and documents shared. Staying organised makes your follow-up far more effective.
Make the most of the show environment
Explore the exhibition floor yourself. Visit competitors, connect with other Brussels-based companies if you are part of a collective pavilion, and take part in side events. These informal settings often lead to strategic opportunities.
Continue posting on your social media throughout the show. Share highlights, insights, and impressions. This extends your visibility beyond the exhibition hall.
After the show: capitalise on your investment
Showcase your participation
The show may be over, but your visibility doesn’t have to end there. Post photos, share your experiences on social media or your website and publish an article highlighting key moments. This reinforces the impression you made and extends the impact of your participation.
Follow up quickly and personally
Follow-up is where you turn encounters into business opportunities. Prioritise your contacts: for "warm" leads, suggest a meeting or send a concrete offer straight away. For less urgent contacts, a thank-you note and a brochure may suffice.
Always personalise your messages. Refer to a specific point from your conversation to demonstrate that you listened and understood their needs. If you have doubts about a contact’s credibility, consult hub.brussels’ representatives. They often have access to non-public commercial information that can help you assess reliability.
Evaluate and learn
Finally, assess your results. How many qualified contacts did you gain? Did you meet your objectives? Which leads led to meetings or real opportunities? This assessment provides the insights you need to prepare more effectively and select the most relevant trade shows in the future.
hub.brussels, your partner during, before and after the event
hub.brussels is there to support you every step of the way. Our teams in Brussels and abroad can help you with the preparation, visibility and monitoring of your activities on the international stage. Don't hesitate to contact them to make the most of their personalised advice, solid network and solutions tailored to your ambitions – free of charge.
Moreover, hub.brussels has created a very practical checklist to assist you in preparing for your trade fair, maximise your impact, and make the most of the opportunity.
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