Exhibitor Mistakes to Avoid

The mistake: Turning every interaction into a transaction — scanning badges, rattling off sales pitches, pushing demos too early. 

What the best do instead: They prioritise connection over collection, and ensure their teams are trained and encouraged to have real conversations, ask good questions, and listen more than they talk. 

“I’ve literally been stood at a stand and seen them ignore me — then fall over themselves for someone who looked like a CTO,” says Cat. “But the best brands know how to start interesting conversations with anyone — not just the ones who ‘look the part’.” 

You never know where a conversation might lead, so make sure everyone who interacts with your booth has a positive experience. 

“If someone remembers you for the right reasons, they’re far more likely to respond when you follow up. Even if they’re not ready to buy today, you’ve started a relationship — and that’s what counts.”

The mistake: Arriving cold, expecting footfall to do all the work. 

What the best do instead: They build momentum long before the doors open — warming up leads on LinkedIn, inviting contacts to their stand, and making the most of organiser PR opportunities. 

“People think the event starts on day one,” says Cat, “but the best brands are already active weeks before. They’re connecting on LinkedIn, submitting speaker applications, asking the organiser how they can get featured.”

Her rule of thumb? “Act like you’re hosting the party — not just attending it.”

The mistake: Leaving visibility and follow-up only to the sales team — and neglecting the power of individual voices. 

What the best do instead: They activate their whole team by encouraging everyone — and we mean everyone — to post, connect and engage before, during and after the event. 

“A company page and a personal LinkedIn post might share the same thing — but one will get 10x the engagement,” Cat says. “Your people are your best amplification tool — don’t waste this key opportunity.”

And remember, authenticity beats perfection every time. “Juniors are often the most enthusiastic people on the stand — and that energy is infectious. They just need permission to show up and be visible.”

The mistake: Generic branding, bland messaging and forgettable swag. 

What the best do instead: They focus on small, bold details that make people stop. Whether it’s a pun on a pin badge, neon green brand colours or a creative demo, they create experiences — not just real estate. 

“Sometimes it feels like everyone went to the same design agency with the same brief,” says Cat. “I sometimes pass three stands that look identical apart from the logo.”

And creating something memorable doesn’t have to be expensive. “We once did an event where we spent £3.5k and people still say it was the best stand they visited. We printed our own newspaper and handed it out — it cost £80 for 200 copies and someone told me they still have it on their desk a year later!”

The mistake: Waiting until Monday — by which point your leads are cold and buried under a hundred other post-show emails. 

What the best do instead: They follow up during the event — and make it personal. 

“I book discovery calls on the stand,” Cat says. “If someone’s a good fit, we don’t do the dance. I open my calendar and we agree on a slot there and then. Done.” 

She’s also big on multichannel follow-up: “Everyone sends an email, but not everyone connects on LinkedIn, engages with their posts, or sends a message that actually references their conversation. But that’s what gets remembered.”