Every year, the BookMachine Agency team attends countless trade shows, wearing multiple hats. Sometimes we help clients plan and host, other times we’re there for meetings, and occasionally we’re scoping out the competition! Over the years, we’ve gathered plenty of insights into event management, so we thought we’d share some tips with you.

1. Define Your Metrics

Exhibiting at BETT is a big investment, so before planning, get clear on what you want to achieve. Are you after qualified leads? Launching a new product? Or simply raising brand awareness?

If lead generation is your focus, set targets for the number of meetings booked and qualified leads captured. These goals will depend on your stand size and the number of staff attending.

Other metrics could include:

• Content engagement (downloads, resources accessed)
• Email sign-ups
• Social media mentions or influencer engagement
• Traffic to specific landing pages
  

Top Tip: Set measurable targets before the event so your team knows exactly what success looks like.

2. Make It Memorable

With over 600 companies exhibiting in 2026, standing out will be no easy task. We recommend starting by thinking about your audience and what will pique their interest. What are their interests, needs, and challenges? Then work with a skilled designer (or hire us!) to create a visually striking stand. Think bold imagery, high-contrast colours, and a concept that draws attention both from passersby and from a distance.

Your messaging should be quick and clear. For example, headlines should be readable from at least 10 feet away, using seven words or less and focusing on outcomes – e.g., “Boost Classroom Engagement with AI.”

Top Tip: Less is more – focus on one core message per stand to avoid overwhelming visitors.

3. Brief the Team

A well-planned stand only works if your team is on the same page. Firstly share your metrics and goals, so that everyone can be motivated to achieve them.

Assign roles:

• Greeters: High-energy staff to welcome and direct visitors
• Demo specialists: Experts to deliver engaging demonstrations
• Social media lead: Someone to capture and share event content

Run role-play scenarios to prepare for tricky questions and practice transitioning from casual conversation to a demo. This is especially useful for newer team members and can significantly improve event outcomes.

Top Tip: Hold a 30-minute pre-show briefing to align the team on objectives, roles, and key messaging – it pays off on the floor!

4. Have Fun!

You might be at your stand and on your feet from 8:30 to 18:00, so you plan ways to keep the team energised – and attract visitors.

Ideas include:

• Mini prizes: Reward the team member or team with the most leads captured each day
• Daily challenges: Reveal a fun task each morning, e.g., take a photo with someone from a country you’ve never worked with
• Fun badges: Winners wear badges like “Lead Legend” or “Demo King/Queen”
• Social media incentives: Reward the most creative post or best photo with a visitor
• On-the-spot recognition: Hand out snack packs, gift cards, or BETT-themed swag

Top Tip: Fun competitions and small rewards boost energy and create moments that visitors notice – making your stand more approachable.

5. Follow Up Strategically

As you know, the show isn’t over once the doors close. Segment your leads and tailor your follow-up:

• Hot leads: Contact within 48 hours
• Warm leads: Give a few days for engagement
• Cold leads: Add to a nurture sequence

We are big fans of personalising outreach wherever possible. Reference your conversation or demo, and mention something specific about their school. With inboxes flooded post-BETT, a personalised approach with a clear next step will help you stand out.

Track your metrics to measure success: whether it’s immediate leads, email engagement, or how hot leads progress through your pipeline.

Top Tip: Create a simple follow-up calendar immediately after BETT to ensure every lead is contacted in a timely, relevant way.

Final Thought: Exhibiting at BETT is about more than just showing up – it’s about being strategic, memorable, and engaging. With the right metrics, visuals, team prep, fun, and follow-up, you can turn your stand into a real success story.