Tools & tricks for exhibiting success

If you are looking to strengthen your presence at trade fairs this year and do things a bit differently then Adapt & Adopt could be something for you.

Running annually since 2011, organiser Expertise Events managing director, Gary Fitz-Roy, says the free educational seminars provide attendees with tools to refresh and revamp their stands and approach to exhibiting to ensure they stay relevant.

“Too often, exhibitors have no real documented plan for participating in an event and in some cases, exhibit for all the wrong reasons,” he explains.

“More importantly, like all aspects of business, there needs to be an annual review of how the market has changed and what needs to be done to capitalise on it.

“Our objective with Adapt & Adopt is to inform our exhibitors about how they can utilise exhibiting to exponentially grow their business with sales, leads and brand awareness. It’s all about return on investment.”

Exhibitor and owner of Craft Cubby, Bev Ross, says she got inspired by the 2016 seminar which provided some great insights, opportunities and ideas.

“Our business was going through a rut and we had exhausted all the ideas we had on how to spark the interest of potential customers,” she says.

“Due to a tight budget, we had previously dismissed the idea of investing in a new look and feel for our stand, but Adapt & Adopt taught us how many ways we can make drastic changes to our stand, inside our budget restraints.”

Michelle Lawson, owner of gift and homewares supplier Darlin, has also attended seminars in previous years and found them thought provoking while providing a clear direction of pre-show organising and what to consider when designing your stand layout.

“Adapt & Adopt is extremely informative and gives us the chance to validate our ideas for the coming year of exhibiting,” she says.

“We find it’s great to develop an exhibiting strategy for the year ahead prior to the seminar so we can get feedback and from there either fine-tune our strategy or decide on a new direction.”

Adapt & Adopt is held on 31 January in Brisbane and 8 February in Sydney. To register visit

By Marion Gerritsen

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