Is Visitor Interaction the Key to Exhibition Success?

Is Visitor Interaction the Key to Exhibition Success?

Fail to prepare and prepare to fail.

It’s true about exhibiting, because visitors – the ones you want to speak to anyway – don’t have the time or the inclination for fluff and niceties.

When preparation is lacking, too many exhibitors are deflated when closing time approaches and they haven’t got any genuinely red-hot leads for their time and efforts.

But, be honest if this rings true. How well did you prepare for your conversations with visitors?

Did you prepare at all or did you just launch in to pleasantries or a full-on sales pitch as soon as you got eye contact with a passing visitor?

It’s Not What You Say It’s How You Say It

David Lomas, CEO of M3 Media Publishing and creator of its Thought Club, isn’t short of ideas to help you make meaningful contacts at exhibitions, starting with content.

The production of thought-provoking articles by David’s team of editorial writers is at the heart of Thought Club membership.

And the magic of the articles lies in the headlines.

Every piece of content has a laser targeted headline that asks a key question about the main challenges your ideal client faces.

The articles are featured in relevant publications in M3’s highly though of magazine portfolio.

How does this relate to exhibitors?

“Here’s the thing. You engage with a visitor. But you don’t launch in to general chit chat with them,” advises David.

“Instead, you have three killer questions ready, backed up by credible content. It empowers you to get them straight on to a subject that’s relevant to them. The value in your content buys you the opportunity to ask for a follow-up meeting.”

The magic of the articles lies in the headlines.

David Lomas

Give Them Value, Not a Bagful of Brochures

How does this work in practice?

“It’s a simple as emailing them a link to your article or DM-ing it to them on LinkedIn,” David explains.

“You’ve already captured their attention by using the headline as a thought-provoking conversation starter. So, you’re giving them great value before they’ve even left the exhibition hall, by moving your conversation through a process to get the follow-up opportunity.”


“With all the time and expense businesses invest in exhibiting, your first approach to every prospect you meet is critical. But,” David warns, “it should be connected to a process”.

“Otherwise, you’re going to be just hoping, and inviting visitors to meet you for coffee when neither of you even know if there’s synergy or not. That’s a lot of unanswered coffee invitations that won’t justify your ROI.”

“Trust the process. It’s so powerful for getting follow-ups, deeper conversations, more consultative discussions with your prospects”.

Could your business use some new tricks up its sleeve for better return on your exhibition spend? Get in touch at or by email at

A friendly and accomplished copywriter and content creator based in Manchester, Judith Rafferty initially mastered her craft during a longstanding successful sales and marketing career with several market leading high street restaurant and bar brands. She now specialises in digital marketing and conversion copy for a vast range of SME and larger corporate businesses.