From Stand to Sales: Making Trade Shows Work for Your Business

On 16 June, I delivered a masterclass for Dundee & Angus Chamber of Commerce on how to use trade shows, public relations and marketing to support market expansion. I am sharing this short summary for organisations that want an overview of the principles we discussed and a sense of how a more structured approach to exhibitions can support their growth.

After more than 25 years in PR and marketing, I have worked both in‑house and through my own agency to market major trade shows worldwide and attract visitors and exhibitors to these events. I also apply this experience directly with exhibitors, helping them drive targeted visitors, buyers and media to their booths so they achieve measurable commercial value from each show.

Why a trade show strategy matters

In the session, we explored why some organisations consistently achieve strong results from exhibitions while others struggle to justify the investment. The difference is rarely the stand design alone; it is usually the presence or absence of a structured approach before, during and after the event. When objectives, target audiences and key messages are clear, trade shows become a focused platform for visibility, relationship‑building and sales conversations, rather than simply a three‑day presence on the show floor.

Three phases, one joined‑up plan

Rather than sharing a detailed checklist, the masterclass concentrated on the importance of treating each exhibition as a campaign with three connected phases: pre‑event preparation, on‑site engagement and post‑event follow‑up. For example, aligning organiser marketing opportunities with your own PR and communications, preparing your team to represent the brand effectively on the stand, and putting a clear follow‑up process in place all contribute to better outcomes. When these elements work together, organisations are better positioned to attract the right visitors, hold higher‑quality conversations and convert interest into long‑term opportunities.

Using trade shows to enter new markets

We also discussed how trade shows can support international growth when used deliberately as part of a broader market entry strategy. This includes thinking carefully about which markets and events to prioritise, how to adapt messages for local audiences and how to use media and stakeholder engagement to extend visibility beyond the exhibition itself. For many organisations, this shift from “attending a show” to “building a presence in a market” is where the real value lies.

How I support organisations

In my work as a strategic advisor, international growth partner and interim PR director, I help organisations design and implement trade show and conference strategies that integrate PR, marketing and sales activity. This can range from advising on which events to choose, through to planning campaigns that drive visitors to the stand and organising on-site interviews with journalists. For organisations that want their next exhibition to form a stronger part of their growth plans, there is considerable scope to move from ad‑hoc attendance to a more deliberate, results‑driven approach.

If you would like your next trade show to deliver clearer commercial results, please get in touch to explore how I can help