How do I exhibit?

Considering using exhibitions as part of your marketing plan but not sure where to start? This guide will outline the key elements to consider, how to manage the project plan and get the most from your exhibition.

Exhibitions are a unique marketing tool whereby trade, competitors and suppliers will all be together in a commercial context. The target audience may be the consumer e.g. The BBC Good Food Shows or, most often, the trade – and there are a huge number of trade exhibitions to choose from. Food & drink trade shows are sometimes large, generic events such as IFE - International Food Exhibition: however, more often than not, they are market (e.g. the Speciality & Fine Food Fairs, the Bar Industry Exhibition or Hotelympia), or product focused (e.g. The Ice Cream Alliance Exhibition or European Seafood Exposition). Exhibitions can be particularly cost effective for small businesses as they represent an opportunity to reach many key trade contacts in one concentrated location and time period.