Trade shows and exhibiting have long been a cornerstone of B2B marketing, but as budgets tighten and strategies evolve, more companies are asking a crucial question:
Is it better to invest in an exhibition stand or simply attend the show and network on foot?
At Redblu Graphics & Displays, we live and breathe exhibitions, not just as builders of award-winning stands, but as strategic partners helping businesses make the most of every event. In this blog, we’ll break down the pros and cons of each approach and what it could mean for your bottom line. What do you think? will the ROI be larger if you are exhibiting at a show or just walking the floor? it is quite hard to tell. Let’s dive in.
Two Routes to Trade Show Success
Let’s explore the difference between exhibiting with a stand and walking the floor as an attendee.
Option 1: Exhibiting with a Stand
Having a professionally designed stand places your brand right at the heart of the action. It’s your chance to make a powerful visual statement and become a destination for decision-makers, potential partners and press. And of course the visitors who want to know more about your brand.
Advantages:
- High Visibility: A well-positioned, well designed stand increases your exposure and credibility instantly.
- Lead Generation: Capture data, qualify leads on the spot and follow up efficiently.
- Control the narrative: You can shape the customer journey with visuals, demos and face-to-face time.
- Stronger ROI tracking: With clear metrics (footfall, scan rates, enquires, meeting booked), ROI becomes measurable.
What we’ve seen at Redblu:
Clients who invest in modular or custom-built exhibition stands with us often see a higher return when paired with strong pre-show marketing and post-show follow up. Some even repurpose the same stand for multiple shows, increasing ROI over time.
Challenges:
- Higher upfront investment (design, build, staff, logistics).
- Requires preparation, planning and internal buy-in.
But with the right strategy and a stand partner like Redblu Graphics & Displays, that investment can pay dividends long after the event. Trust us when we say this, we have seen this year upon year for stands we have built for customers. they come back to us and let us know they have increased their sales by X%. The proof is in the pudding some may say.
Option 2: Walking the Floor
This leaner option means sending team members to attend the event without exhibiting. It’s common for companies in early-stage growth, exploring new markets, or focusing purely on relationship building. However it isn’t entirely foreign for larger companies to pass on building a stand at a show and walking the floor with their team gathering business cards an spreading the word of their company to exhibitors.
Advantages:
- Lower costs: No stand space, shipping, or design costs, just tickets, travel, and time of course.
- Agile networking: Move freely around the hall, attend talks and spark conversation.
- Competitor insights: Great for market research and scoping out how others show up.
What this looks like in action:
One of our team members recently attended All-Energy without a stand. They gathered exhibitor business cards, held meaningful conversations and followed up post-event all without the overhead of exhibiting.
Challenges:
- Less Visibility and fewer inbound leads.
- You’re relying on chance meetings and having to work harder as you are going to the exhibitors not the other way around.
- No central base to hold meetings or showcase your products/services.
Which One Delivers Better ROI?
That depends on your goals, budget, and team capacity. Here’s a simplified comparison:
| Goal / Factor | Exhibiting | Walking the Floor |
|---|---|---|
| Brand visibility | ⭐⭐⭐⭐⭐ | ⭐⭐ |
| Lead generation | ⭐⭐⭐⭐ | ⭐⭐ |
| Networking | ⭐⭐⭐ | ⭐⭐⭐⭐ |
| Market research | ⭐⭐ | ⭐⭐⭐⭐ |
| Cost-efficiency | ⭐⭐ | ⭐⭐⭐⭐ |
| ROI potential | High if executed well | High if targeted and proactive |
What We Tell Our Clients at Redblu
If you’re debating between exhibiting or attending, ask yourself:
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Do you want to be seen, or just to see and interact with others?
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Are we ready to generate leads and showcase our offering in person?
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Can we commit to follow-ups and proper ROI measurement?
If the answer is yes exhibiting is likely your best bet, especially with a stand that can adapt and be re-used across multiple shows. That’s something we specialise in at Redblu: clever design, modular systems, and impactful builds that don’t blow your budget.
However, if you’re in research or relationship-building mode, walking the floor could be a smart precursor to exhibiting next year.
Final Thoughts
Both strategies can work. But if visibility, credibility, and conversions are your goals having an exhibition stand designed and built by experts like us at Redblu will give you the best chance to maximise ROI.
We’ve helped hundreds of companies at shows across the UK and into Western Europe, whether you’re ready to exhibit or just testing the waters, Redblu is here to help you make the right move.
Need our Advice?
Not sure if you should exhibit or attend your next trade show? Let’s talk. We can walk you through your options and tailor a solution that fits your specific company goals.
No pressure, just honest insight. Give us a call or email below.
