The Digital Checklist to Run Before Your Next Exhibition
Companies spend lakhs on a stall and almost nothing on the campaign around it. Six things worth doing in the four weeks before, during and after the show.
The stall is the expensive part. The cheap part — the digital work around it — is what determines whether the visitors who matter know you are there and whether the badges you scan turn into anything.
Four weeks before
Publish a show landing page with your hall and stall number, what you are demonstrating and a meeting-booking link. Run a LinkedIn campaign targeting job titles at the companies you want to meet, geofenced to the host city.
One week before
Email your existing database and lapsed enquiries. A meeting booked in advance is worth several walk-ups, and lapsed leads convert unusually well when the ask is just "come see this".
During the show
Capture leads digitally, not on paper — a simple form on a tablet, with a required field for what the visitor actually wanted. Post from the stand daily; competitors almost never do.
Within 48 hours after
Follow up while you are still a face they remember, segmented by that "what they wanted" field. Retarget every landing-page visitor for the next sixty days.
None of this costs much next to the fabrication bill. It is routinely the difference between a show that pays for itself and one that does not.
