Event success in 2026 isn’t going to be about the size of your stand. It’s about what you do before anyone sets foot in the hall.

If we’re being honest with ourselves, your ROI is largely decided before the doors even open.

I think about events like a runway. If you don’t build enough of one, it doesn’t matter how good the plane is… it’s not taking off.

Here’s what I’m seeing the best-performing exhibitors do before the show.

1) Set ROI and ROO targets

You can’t measure what you haven’t defined.

ROI is the money.
ROO is everything else: visibility, demos, partnerships, momentum.

In 2026, ROI without ROO is only half the picture.

2) Warm your audience

Don’t rely on footfall.

Use social posts, email nudges, speaker teasers and behind-the-scenes prep to build familiarity and intent ahead of time. If people arrive looking for you, you’re already winning.

3) Align the team

Everyone on the stand should know:

• What success looks like
• Who you want to meet
• What questions matter
• What data needs capturing

The best stands feel calm, confident and intentional rather than reactive.

4) Design for engagement, not decoration

A beautiful stand that doesn’t invite interaction is just expensive furniture.

Your design should create reasons to stop, talk, scan, sign up, take photos and learn.

Tomorrow I’m going to cover what happens during the event, and why busy doesn’t always mean effective.

If you want help tightening this framework for your 2026 events, you know where I am.