Standing out beyond the exhibition hall starts long before the doors open. Smart media is the answer.

As the new year gets underway, enthusiasm is high, the days are getting longer and businesses are revisiting the plans they committed to earlier in the year. For many, that includes a renewed focus on trade shows and exhibitions.

This year is shaping up to be another significant one for events. Across the industry, there is a clear desire to make a bigger impact than in previous years by getting brands, propositions and products in front of delegates as early as possible.

Attendance at an exhibition doesn’t happen in isolation. It forms part of a broader marketing strategy. However, for many organisations, investment in events remains one of the largest and most visible line items in the marketing budget.

One of the most underutilised opportunities lies outside the venue itself. Extending presence beyond the exhibition hall allows brands to influence the narrative away from the noise and intensity of the show floor.

Below are some of the ways brands can elevate their presence and maximise impact at both major and niche trade shows.

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Making the brand stand out with impactful placements

Out of home advertising remains one of the most effective ways to build presence and impact around an event. It is often the first brand interaction delegates have when travelling to a show and, when placed strategically, can extend visibility across convention centres, hotels and surrounding locations.

The OOH landscape has evolved significantly. Digital screens and programmatic buying now allow brands of all sizes to access high-impact placements through day-of-week and even hour-of-day targeting. This has levelled the playing field and opened up new opportunities to reach audiences with precision.

Train stations, areas surrounding event venues and placements near hotels, restaurants and even competitor events have become increasingly common. These environments provide opportunities to build memorability before delegates even step onto the exhibition floor.

Programmatic DOOH also enables brands to align messaging with delegate movement patterns, such as the morning journey to the venue or the evening transition to networking events. This ensures spend is focused on moments of high engagement rather than empty streets, while also creating additional storytelling opportunities.

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Elevating the brand story through digital campaigns

Digital channels continue to be one of the most effective ways to engage both prospective and existing customers throughout the lifecycle of an event. Whether supporting a product launch, promoting content or reinforcing brand positioning, digital plays a central role in controlling the narrative.

Targeted digital activity often gives sponsoring and exhibiting brands a valuable head start. This means looking beyond organic and paid social alone and incorporating display and video activity to amplify presence during peak periods.

Thought leadership formats, in particular, are proving increasingly effective. Promoting subject matter experts through targeted digital campaigns helps establish credibility before the event and enables more meaningful conversations once on the exhibition floor.

The strongest results come when digital activity is connected across multiple channels and events are treated as part of an integrated communications plan. This approach also supports more effective follow-up once delegates return to their desks and refocus on commercial priorities.

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Getting the most out of the trade press

Trade publications naturally experience increased traffic during major event periods, making them a valuable channel for visibility and credibility. However, not all placements deliver equal value.

Looking beyond standard banner advertising and advertorials can unlock more impactful opportunities when aligned with the right publications and audiences. The focus should always be on placements that deliver meaningful engagement rather than visibility alone.

In today’s media landscape, success is measured by impact, not vanity metrics. Media investment should be driven by clear objectives and budget considerations, with performance evaluated on outcomes that matter to the business.

By prioritising metrics linked to engagement, sentiment and buying intent, brands can ensure their trade press activity contributes directly to commercial results.

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Making the pieces fit together

The brands that will stand out at exhibitions are not simply those with the largest stands. They are the ones with the strongest narratives and the clearest strategies for bringing those stories to life across multiple channels.

More businesses are shifting their focus from simply exhibiting to positioning themselves as thought leaders and category drivers, shaping the conversations they want to own at an event.

Maximising impact is no longer about spending the most. It is about being present in the right moments, being noticed for the right reasons and being remembered long after the exhibition hall has closed.

If you’re interested in grabbing a coffee and discussing how you can enhance your presence beyond your stand and outside the exhibition hall, please get in touch with James Deagan, jdeagan@brandformula.co.uk.

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