Making your exhibition stand or panel event stand out, for the right reasons

I had the luxury at the Labour party conference of being a pure ‘customer’, having not been involved in any organisational aspects for a client. The same was true a few weeks earlier at the SNP conference.

Despite some reports, we found the conference hugely valuable as a learning and networking occasion. I fully appreciate the efforts that went into the event as a whole and by individual exhibitors and fringe organisers.

Anyway, being a customer gave me the opportunity to take in what worked well and what didn’t, which I've captured here in case that helps anyone.

After all, if you’re going to the bother of having a stand, spending anywhere between £5k and £50k, or more, then you want to make sure you get good value.

Equally, even simple panel events often involve a great deal of work and are an opportunity to make a positive mark – or not.

In both cases there's a huge amount of staff time involved too, none of which is free.

However, it can be hard to get everything right in among all the other priorities. Here’s what I observed or, rather - and more importantly, what I think quite a few organisers could do differently next time.

You'll be relieved to know none of it involves dressing visitors in turbans or providing them with ceremonial weapons.

Exhibition stands

• Make sure your stand display says who you are in a meaningful way and gives people obvious encouragement to speak with you. Genuinely, at least one stand didn't say who they were and others were obscure.

• Provide literature or other giveaways that motivate people to approach your stand. Literature needs to be on a stand vertically so people can see what it is.

• Make eye contact and greet people as they pass or approach the stand. (You can’t do that if you’re on your phone, gassing with a colleague, eating or whatever.)

• Have a way for people to tell who’s staff and who’s a guest. I definitely didn’t approach some people for fear of looking like an idiot by addressing a fellow browser. Even an obvious branded lanyard or name badge could help. Branded clothing (gilet, maybe?) is even better.

• If you have a stand gimmick, like a challenge or other activity, don’t get carried away with it yourself. You’re hogging it for guests and making yourself unavailable in one go.

• Get rid of the chewing gum before you’re meeting and greeting. Maybe I’m the ****hole here but I don’t think chewing gum at work if you’re public-facing whether in a B2B context or otherwise is acceptable. In fact, it drives me nuts. (I do get it though: in between chats I was certainly getting through the spearmint Orbit myself due to fear of hitting people with coffee breath.)

Panel events

• Have chairs that don’t pontificate themselves. Their role is to bring the best out in panelists but too many don’t. Sorry, but we didn't come to hear you hold forth!

• Have a slide explaining who’s on the panel or take proper care to introduce everyone if you can’t do that. It needs to be slow enough that people can take notes (hence why having a slide is better, not least for spelling).

• Make it clear to the audience from the start of any discussion that the opportunity to ask a question means just that, not a chance to talk for five minutes then maybe ask a question. If they can’t formulate a question in 30 seconds then interrupt them. And if anyone starts by saying “this is more a comment than a question” then stop them completely! It's so discourteous to other delegates. And yes, I'm probably guilty of having done this myself.

• Don’t take questions in groups. One at a time is best. And address the question to one main person, with the others only contributing if they really want to. Too many discussions are people adding something for the sake of it.

• If you’re putting on drinks, please make the choice for non-drinkers better than just water. I don’t drink at all now but I’m sure lots of people will also choose not to drink for a variety of reasons.

• If you say your event is a breakfast event then provide breakfast! (For the avoidance of doubt, a muffin is not breakfast.)

• Only provide food that can be eaten easily with one hand. I was at one event where there was a full-on hotel style breakfast buffet but nowhere for anyone to sit using a knife and fork.

Disclaimer: me wearing a turban was not some tacky cultural appropriation for the sake of a photo; we were strongly encouraged to have one put on by our Indian hosts who were delighted with those of us who were game enough to do it. My only regret in using this photo is that it reminds me I was two stone lighter 10 years ago!