The Complete Guide to Planning Your First Exhibition Stand in London

Exhibiting at a trade show or industry event is one of the most effective ways to promote your brand, showcase products, and connect with potential customers. But if you’ve never done it before, the process can feel overwhelming — especially in a busy, competitive city like London.

At Discovery Displays Ltd, we’ve worked with countless first-time exhibitors across the UK. Our team specialises in modular exhibition stands, helping brands create cost-effective, professional displays that leave a lasting impression. Whether you’re launching a product, testing a new market, or building brand awareness, this guide will walk you through everything you need to know to plan a successful exhibition debut in London.

1. Choose the Right Event

The first step is identifying the most relevant event for your industry and goals. London hosts hundreds of trade shows and expos each year, so take time to:

• Research upcoming events at venues like ExCeL London, Olympia, or the Business Design Centre.

• Evaluate attendee demographics – are they decision-makers, potential customers, or partners?

• Consider your budget: Booth fees, logistics, marketing, and stand setup all add up.

Pro tip: Start small. Regional or niche expos can offer better engagement and lower costs, making them ideal for first-time exhibitors.

2. Book Your Stand Space Early

Once you’ve chosen an event, book your space as early as possible. This gives you more flexibility in stand location and layout, and often comes with early-bird pricing.

Understand what’s included in your package:

• Shell scheme or space-only?

• Power access?

• Lighting?

• Wi-Fi?

This will impact the type of stand you’ll need. Our modular systems at Discovery Displays Ltd are ideal for both shell scheme upgrades and custom-style builds for space-only plots.

3. Set Clear Objectives

Before designing your stand, ask: What do you want to achieve?

• Collect leads?

• Launch a product?

• Build brand awareness?

• Book meetings or demos?

Your objectives will shape your stand design, messaging, and layout. For example, if your goal is lead generation, you’ll want a dedicated area for sign-ups or digital engagement. If product showcasing is the priority, modular shelving and display counters become essential.

4. Design Your Stand Strategically

This is where modular stands really shine. They allow for flexibility, functionality, and a polished look without the high cost of a custom build. At Discovery Displays Ltd, we guide first-time exhibitors through stand design step by step, focusing on:

• Branding: Strong visuals, consistent colours, and a clear message.

• Layout: Flow, product zones, demo areas, storage, and staff comfort.

• Lighting: Integrated lighting boosts visibility and makes your stand more attractive.

• Tech Integration: Touchscreens, video loops, and digital lead capture are easy to add to modular systems.

Bonus: Modular stands are reconfigurable — so you can reuse and resize them for future events.

5. Prepare Your Marketing Materials

Effective marketing before and during the show is crucial. Be sure to:

• Promote your stand on social media and email newsletters

• List your business in the event catalogue

• Create flyers, brochures, or QR codes for easy access to digital resources

• Have branded items like business cards, badges, or giveaways ready

Consider offering something interactive — a live demo, prize draw, or product sample — to draw people in.

6. Train Your Team

Your team is as important as your stand. Make sure they’re:

• Well-versed in your products/services

• Trained on how to approach and engage visitors

• Equipped with lead capture tools (tablet, forms, or software)

Assign clear roles: who’s doing demos, who’s collecting leads, and who’s managing setup or troubleshooting.

7. Plan for Setup and Logistics

London’s exhibition venues have strict setup and breakdown times, so plan accordingly:

• Confirm your delivery time slot

• Ensure you have the necessary passes or loading access

• Use lightweight, tool-free modular systems to reduce setup stress

At Discovery Displays Ltd, we provide guidance on transport, setup, and storage options to make the process smoother for first-time exhibitors.

8. Follow Up After the Event

A common mistake? Not following up. After the event:

• Send personalised emails to leads you spoke with

• Share event highlights on your website or social media

• Evaluate what worked — and what didn’t — to improve your next exhibition

A modular stand can be updated and improved easily for your next outing, allowing you to build on what you learned.

Final Thoughts

Planning your first exhibition in London can feel daunting — but with the right preparation and a flexible, modular display solution, it becomes an exciting opportunity to grow your business.

At Discovery Displays Ltd, we support businesses from idea to execution. From choosing the right modular configuration to ensuring you stand out at your first show, we’re here to help every step of the way.

Let’s build your first exhibition success story.
Visit https://discoverydisplays.co.uk or contact us for a free consultation and exhibition starter pack.