Like many things in life, when it comes to exhibitions, you are likely to only get out what you put in. Whilst it may be extremely clichéd to talk about reaping what you sow, and whilst luck and positioning may play a part in exhibition success, the more focus you give to any exhibition, the more likely you are to stand out.
Even without excessive planning and investment, exhibitions will be a necessity. Not only are they great to understand your competition and to ensure that you keep up with exactly what is going on within your particular industry, but it is also important that those who may have a real interest in what you offer recognise your name.
The biggest cost of any exhibition will be getting involved in one in the first place and since this is something that is almost certainly going to be integral for any business, focussing your stand to be as attractive as possible is likely to add very little in terms of overheads.
There are also plenty of cost-effective ways to attract attention to your stand, from pull-up banners and roller banners to simple video screens showing slideshows or videos of what you can offer.
Ultimately, items such as roller banners are there merely to draw the eye and therefore, whilst these need to be as professionally designed and as appealing as possible, once you have got the pull-up banners and slideshows in place, the really important part will be to ensure that you know exactly what you are saying and to whom.
Whilst prospective clients will be drawn in by your banners and the way your stand is laid out, what they will remember is you, and therefore not only do you need to be able to be knowledgeable and helpful, but also as personable and cooperative as possible.