Maximising footfall is one of the most important goals for any exhibitor. With hundreds of stands competing for attention at major UK venues such as Excel London, NEC Birmingham and Olympia London, exhibitors must be strategic in how they attract and engage visitors. This guide outlines proven methods to increase stand traffic, improve visibility and convert footfall into meaningful conversations and leads.
1. Create a Stand That Captures Attention
Your stand must stand out visually. Exhibition halls are busy, high‑energy environments, and visitors make snap decisions about where to stop. Strong visuals, intelligent lighting and a clear design all contribute to better footfall.
Use LED Lightboxes to Improve Visibility
LED lightboxes are one of the most effective tools for catching the eye of attendees. Their brightness and clarity cut through ambient hall lighting and help your messaging stand out from afar. Illuminated graphics also support brand recall and make your stand look more premium.
Avoid Clutter and Keep Messaging Clear
Visitors are drawn to stands that feel open, organised and easy to understand. Use concise, benefit‑driven messaging and avoid overloading the space with unnecessary furniture or product displays. A clean layout encourages more people to step into your stand.
2. Use Interactive Elements to Encourage Engagement
Interactive exhibits significantly increase dwell time and attract visitors who may not have otherwise stopped. Integrating digital and hands‑on experiences adds value and creates a memorable impression.
Digital Screens and Touch Panels
Touchscreens, looping videos and animated content help convey your message quickly, especially to visitors who prefer visual learning. These tools also allow your team to handle multiple conversations simultaneously.
QR Codes for Instant Access to Content
QR codes provide visitors with instant access to brochures, videos and product details directly from their mobile devices. They also streamline lead capture by enabling quick form submissions.
Train Your Stand Team Effectively
Your exhibition team has a major impact on footfall. Friendly, proactive staff create a welcoming atmosphere and increase visitor engagement.
Encourage Open Body Language
Team members should avoid sitting down, folding arms or standing behind counters. Warm, open gestures help attract more visitors and make your stand feel approachable.
Start Conversations Proactively
Many attendees hesitate to approach stands without an invitation. A simple, friendly greeting can dramatically increase engagement levels.
Promote Your Stand Before the Event
Building footfall begins before you arrive at the venue. Pre‑event marketing ensures attendees know who you are, where to find you and why they should visit.
Use Social Media to Drive Visitors to Your Stand
Promote your stand number, highlight product launches and share sneak peeks of your display. Paid ads can amplify your reach to a targeted audience.
For exhibitor marketing resources, explore Excel London's exhibitor hub, which offers guidance on promoting your presence before an event.
Send Personal Invitations to Key Prospects
A direct invitation is one of the most effective ways to increase footfall. Encourage your existing customers, suppliers and warm leads to visit you at the show.
Incorporate a Stand Attraction
A dedicated attraction can significantly increase visitor numbers. Whether it’s a product demo, competition, giveaway or live presentation, attractions create buzz and encourage people to spend more time on your stand.
Live Demonstrations Draw Crowds
Product demonstrations are excellent for showcasing features, answering questions in real time and drawing interest from nearby attendees.
Offer High‑Quality Giveaways
Useful branded merchandise or exclusive offers can motivate visitors to approach your stand, especially if the items provide real value.
Design Your Stand for Easy Access
Accessibility plays a key role in footfall. Open‑plan designs, wide pathways and inviting layout choices encourage visitors to walk in without hesitation.
Conclusion
Maximising footfall requires a combination of strategic design, proactive staff engagement, strong pre‑event promotion and interactive experiences. By implementing these techniques, UK exhibitors can significantly increase visitor numbers and create a more successful, high‑performing exhibition presence.