How to plan an exhibition

August 3, 2025

There are a huge number of benefits to businesses who attend a successfully run exhibition. From increasing business leads to conducting market research which informs future direction – exhibitions can be must attend places for many businesses.

However, these benefits are only really evident if the event itself is run successfully and that responsibility falls to the organisers of the exhibition itself.

If you are the one in charge, here are some top tips for ensuring your exhibition is a hit.

Planning an exhibition event

Start early

Needless to say but there is a huge amount of planning and organisation which goes into running a successful exhibition, particularly if you have a large number of exhibitors attending. As such one of the key things you need to do is start planning early. If you are organising an annual exhibition then you will likely be planning the following year’s event before you have even hosted this one.

Don’t underestimate the amount of time you will need, and the amount of warning you need to give to other people such as your exhibitors, and never think you are getting started too early.

Book the ideal venue

Your venue should say something about the exhibition itself, for example if you are holding an art exhibition you’ll ideally host it in a gallery or a building with some stunning architectural features.

At The Brewery we host numerous exhibitions each year across a range of different industries. We have a range of rooms providing you with a flexible and variable space for whatever purpose you need. We’re also located in an ideal location, which again is crucial if you want a high footfall at your exhibition. We’re based in the heart of the City of London, well served by both road and public transport making it an easy venue for both your exhibitors and visitors to get to.

Finally, book with us and you get a dedicated exhibition co-ordinator to handle all the venue details for you – from helping to arrange the technology and power supplies for each exhibitor to the food and drink you will offer. This assistance means you can then focus on liaising with your exhibitors.

You can read about some of the successful exhibitions we have held here at The Brewery on our case study page.

Calculate how much you need to charge your exhibitors

Exhibitors will generally be expecting you to charge one fixed price for them to be able to promote their business at your event so before you start allocating prices you need to be sure that whatever you charge will cover all your costs. This means ensuring you have quotes for everything the exhibition will need from the outset – this includes all the costs with the exhibition venue but also costs for things like marketing the event which will be crucial. Don’t leave these considerations to the end as once people have agreed to attend they are unlikely to welcome a last-minute price rise!

Create a buzz

The final key to a successful exhibition is getting people through the door because if no-one attends the businesses do not get the benefits they expected. Target your specific target audience and use all mediums of marketing to get out the details of the exhibition. When using social media, also provide marketing materials such as images and template posts for your exhibitors to use so that you can make use of their contact databases and spread your message far and wide.

Tips for planning an exhibition or trade show

1- Timing is everything

Picking the date for your exhibition or trade show will dictate everything that comes after, so this should be at the top of your list of priorities. You’ll need to choose a time of year that is likely to attract the largest number of attendees, so avoid busy periods such as the summer holidays and over Christmas. You’ll also need to think about your suppliers and when they may be busy- many suppliers will have already committed to other events such as weddings, so avoid peak wedding season.

2- Get the venue right

Once you have your date, you’ll need to find the perfect venue to hold your expo. There are so many factors to consider, so bear in mind the following as a guide:

Accessibility: The location of your venue is so important when it comes to attracting attendees. Ensure that there are accessible links to public transport and that they can travel there easily by car, rail or plane. (Remember, it’s likely that some of your attendees will be travelling from overseas!)

Your attendees and exhibitors will also appreciate your venue being centrally located near restaurants and other amenities, as this will maximise the potential to network into the evenings.

Suitability: Ideally, choose a venue that can adapt to your vision, as well as align with the image you are trying to project. Consider your sponsors too- will there be any other events going on that may clash with any of the brands involved? Can the venue brand the event for you?

Accommodation: Make sure that the venue has plenty of accommodation close by, preferably within walking distance. This is important for the exhibitors in particular, who may need to attend your event over a number of consecutive days.

Facilities:  To make sure your event runs smoothly, before booking a venue, check that it has all the facilities you need. This includes audio-visual equipment, breakout areas, and a good wi-fi connection. You should also ask whether there will be any technical support during the event.

Catering: Although most venues will provide onsite catering, make sure they can accommodate special dietary requirements and allergies, as well as providing a bespoke menu. This will really set your event apart from the many others that your attendees are likely to visit.

3- Publicise well

Good promotion is key when planning a successful conference or trade show. It’s likely that your target audience are inundated with hundreds of other event invitations, so you’ll need to work hard to draw them into yours. Ensure your registration is simple. Share news about your upcoming event in regular blog posts on social media, and make sure you leverage your sponsors at every opportunity.

4- Get feedback

While in the planning stages of your event, you should be thinking about how you can get feedback on the day so that you can improve the next time round. For years, surveys have been common place after events have finished, but consider live polls on the day, or set up a QR code to a short survey at the event to get instant feedback.

Plan the best trade shows and exhibitions with The Brewery

The Brewery offers a versatile exhibition venue, located in the heart of London. With a number of both large exhibition spaces and small rooms, each has a different capacity to facilitate an exhibition of any size. Not only do we offer a dedicated trade show event planner to assist you with the planning, we can also provide a specially designed exhibition menu, as well as audio visual trade show planning support and promotional staff to ensure everything runs smoothly. Check some of the best trade show booth ideas here!

If you’re planning an exhibition or trade show, get in touch with us today to see how we can help you bring your vision to life.