Promoting An Event? 4 Steps That Will Deliver Sales For many businesses, an event or exhibition offers a single chance to capture leads and close sales. Success at these events doesn’t happen by luck – it comes from planning, preparation and having complete control of your environment. Building engagement ahead of time ensures your audience is already interested and ready for meaningful conversations when they reach your stand. Below, we explore four key steps to promote your event effectively and turn visitors into customers. Identify All Opportunities and Threats Understanding who will attend the event helps you prepare your approach. Some event hosts share exhibitor or attendee lists, but not all do. If you’re attending a B2C event, use social media to your advantage. Follow the event organiser’s channels, engage with their posts and identify attendees interacting with them. These could be valuable new leads. For B2B events, research your competitors. Find out where their stands will be located, how they’re promoting themselves, and what kind of team they’re bringing. This insight allows you to tailor your own presentation. You might choose to use more distinctive signage, unique flags, or branded clothing for your staff to help you stand out on the day. Promote Your Presence Beforehand If no one knows you’re attending, you risk blending into the background. Pre-event promotion is crucial to building awareness and anticipation. Announce your participation on your social media channels and tag the event organisers to expand your reach. Share what visitors can expect from your stand – product demos, giveaways, or exclusive offers – to give them a reason to seek you out. Introduce your team ahead of the event too. Adding faces to your brand makes your company more approachable and helps potential visitors feel comfortable engaging with your staff when they arrive at your stand. Create an Offer That Generates Interest Simply saying you’ll be at an event isn’t always enough to attract attention. Offers, competitions and incentives can drive footfall to your stand and encourage meaningful interactions. You might run a prize draw where visitors leave a business card for a chance to win a bottle of champagne, or a competition where submitting an email address enters them into a raffle. If you can provide a free trial, sample, or consultation, you’ll not only increase engagement but also create an opportunity for future sales. Have a Stand Worth Visiting Once you’ve created interest online, your stand needs to deliver in person. A plain stand won’t hold attention. Add colour, personality and branding to your space. Make use of printed banners, branded flags and pop-up gazebos to bring your identity to life. Ensure your setup is inviting and comfortable – chairs for conversations, clear signage, and space for product displays all make a difference. Align the promises you made online with what visitors experience at your stand so they instantly recognise your brand and understand the value you offer. Final Thoughts At Surf & Turf, we help businesses stand out at events and exhibitions with custom-branded pop-up gazebos, banners, flags and accessories. Our premium event branded products are designed to match the excitement you build in your pre-event promotion and help you convert interest into sales. Speak to our team today on 01925 819608 or email info@surfturf.co.uk to start planning your event display.