The NEC Birmingham is one of the UK’s leading exhibition venues, attracting thousands of visitors annually across trade shows, consumer expos, and industry events. Whether you’re attending to showcase a product, generate leads, or strengthen your brand presence, your stand must work hard for you. A successful exhibition requires planning, smart design choices, customer engagement, and post-event strategy — and that’s where Saward Marketing & Events can help you stand out.

In this blog, we’ll explore best practices for exhibiting at the NEC and how partnering with Saward Marketing & Events ensures your next exhibition stand makes a powerful impact.

1. Define Clear Objectives Before You Exhibit

Before you commit to a stand design or printed materials, you must understand what you want to achieve at the NEC. Exhibitions can deliver exceptional ROI when goals are set early.

Ask yourself:

  • Are we looking to generate high-quality leads?
  • Do we want to launch or demo a product?
  • Is brand visibility our top priority?
  • Do we want to meet distributors, partners or investors?

Your answer will influence layout, messaging, staffing and follow-up activities.

2. Stand Design Matters — Make It Memorable

With hundreds of stands competing for attention, visual impact is everything. Your message must be clear from the moment attendees walk past. A well-designed stand attracts, engages and converts visitors into conversations.

Effective stand design includes:

  • Bold, easy-to-read branding visible from a distance
  • Smart use of lighting to highlight key areas
  • Clean layout with natural visitor flow
  • Multimedia displays — screens, motion graphics, product demos
  • Comfortable welcoming space for discussions

Saward Marketing & Events specialises in bespoke exhibition stand builds that are visually striking and functional. Whether modular or custom-built, we make sure your design reflects your brand perfectly.

3. Make Your Stand Experience Interactive

People remember experiences more than brochures. To maximise engagement, give visitors something to do — not just something to look at.

Ideas to try:

  • Product demonstrations
  • Live workshops or scheduled talks
  • VR or touch-screen digital interaction
  • Hands-on product testing
  • Giveaways, competitions, branded merch

Interaction increases dwell time and creates natural conversations that convert into leads.

4. Promote Your NEC Presence Before the Event

Don’t wait for attendees to stumble across you — let them know you’re exhibiting ahead of time. Building anticipation increases traffic to your stand from day one.

Pre-event marketing can include:

  • Social media announcements & countdown posts
  • Email campaigns inviting prospects to visit your stand
  • Press releases or partner mentions
  • Digital advertising targeted at event audiences
  • Exclusive show-only offers

Saward Marketing & Events can support content strategy and asset creation to ensure your event presence is amplified across multiple channels.

5. Train Your Stand Team

Your team represents your brand — their approach can make or break conversations. Knowledgeable, confident staff drive engagement and leave strong impressions.

Exhibition staffing essentials:

  • Professional appearance and consistent brand messaging
  • Strong product or service knowledge
  • Soft skills — approachable, proactive, attentive
  • Lead capture system and conversation prompts

A well-briefed team means no missed opportunities.

6. Capture Leads Efficiently

Exhibitions aren’t just about visibility — they’re about conversion. Use digital lead capture tools or QR systems so no valuable contact slips through the net. Prioritise quality over quantity and gather relevant information to support follow-up conversations.

7. Follow Up Quickly After the Show

The exhibition doesn’t end when the stand comes down. Following up is where results really happen.

Best practices include:

  • Contact warm leads within 24–72 hours
  • Send personalised emails, social connections or phone calls
  • Share post-event offers or downloadable resources
  • Analyse performance — footfall, leads, ROI

Fast follow-up shows professionalism and keeps your brand fresh in attendees’ minds.

How Saward Marketing & Events Helps You Exhibit with Confidence

From first concept to final installation, Saward Marketing & Events provides complete exhibition support for businesses attending the NEC Birmingham and events across the UK.

We offer:

  • Bespoke exhibition stand design and build
  • Modular, reusable structures to reduce long-term cost
  • Graphics, branding, printing & digital display design
  • Full installation & breakdown service
  • Complete event marketing support
  • Project management from planning through show completion

Whether you’re a first-time exhibitor or a seasoned NEC regular, we ensure your stand turns heads, sparks conversations and delivers measurable results.

Planning Your Next Exhibition? Let’s Build Something Amazing

If you want your next NEC appearance to be professional, impactful and unforgettable, Saward Marketing & Events is here to bring your vision to life. We combine creative stand design, strategic event planning and marketing expertise to help brands showcase their best.

Contact Saward Marketing & Events today to discuss your next exhibition stand project and let’s create something that draws a crowd.

Be memorable. Be engaging. Exhibit with confidence.