Think back to your last exhibition. Did you struggle to attract long-term sponsors? Were you stretched thin juggling all the different elements? Did everything come together as you’d hoped?
Exhibition management is so much more than just setting up stands and managing the physical space within the venue. In reality, it’s a multifaceted project which begins much earlier, involving strategic planning, sales, logistics and organisation.
When each element is done well, the whole exhibition process runs like clockwork, bringing tons of additional value. We want to help your next exhibition be a success, so let’s explore how to tackle the most common challenges, and how a comprehensive approach to exhibition management can transform your next event.

What are the most common challenges with Exhibition Management?

As you’ll no doubt know, exhibitions can be challenging to navigate, especially in small teams with limited resources. Getting ahead of potential pitfalls is the secret to success. Proper preparation prevents poor performance, after all!

  • Sponsorship is crucial, but it can be tough to secure long-term sponsors and exhibitors. Especially for associations, where you need to build valuable, lasting partnerships, not just one-time participants. You also need a mix of sponsor types, where you’re not too dependent on a few big names.
  • Sales can be especially challenging without specialists on staff. You need to deeply understand and address sponsor needs and priorities, and show what value you can bring to them, with a range of options for different budgets.
  • Limited resources in terms of budget, staffing and time can present significant barriers. Association leaders may initially see the cost of professional exhibition management services as prohibitive without recognising the potential value and return on investment (ROI). However, it’s crucial to advocate for investment, because good exhibition management can ultimately pay for itself.
  • Site management brings logistical challenges around efficient use of space, planning the flow of people around the stands/venue, coordinating staff, suppliers, exhibitors and attendees, plus live troubleshooting on the day.
  • Exhibitor support is key to running a smooth exhibition. They have diverse needs and expectations to meet, especially if it’s their first time. Without anticipating problems and providing clear communication, exhibitors can feel disenfranchised, fail to achieve their ROI and be unlikely to rebook.
  • Underestimating the scale of the process. Exhibition management is a whole process (not just a day) that involves pre-event planning, coordination, and post-event follow-up. It’s important to factor in its complexity, or risk things going wrong when it’s too late to fix them.

Exhibition problem-solving: Brightelm in action

As Exhibition Management specialists, the Brightelm team have seen it all. We’ve tackled everything – from major challenges like securing long-term sponsors and sales to managing the nitty-gritty of event logistics.
Here’s how we took a hands-on approach to resolving a tricky problem at an event for British medical professionals. A sponsor’s exhibition stand exceeded the height limits, making it visible from outside the venue. As they were a pharmaceutical company, this was a breach of advertising guidelines and a potential issue for the association. Through sensitive communication and practical ideas, we worked with all parties to alter the stand in a way that served everyone’s needs, without disrupting the event.
It’s instances like these where experience and planning pay off. When everything is well-organised and managed, situations like this (which will inevitably occur) won’t throw everything else off course. That’s why it’s so useful to partner with a professional team like Brightelm – whether it’s big-picture planning or specific problem-solving, we’ve seen it all before.

Best practices for successful exhibition management

Best practices aren’t just about executing the exhibition on the day; they’re about creating an environment where sponsors, exhibitors, and attendees can all thrive. Brightelm’s tried-and-tested processes mean we’re able to ensure each exhibition is more than just a sideshow – it’s an experience that adds significant value.

Try incorporating some of these approaches in your next exhibition, and head off any obstacles before they become a problem:

  • Select venues with care: The right venue sets the tone for the entire event. Consider size, layout, and accessibility to ensure the space aligns with the event’s goals.
  • Build long-term relationships: Focus beyond short-term sales, instead foster valuable, long-term partnerships with exhibitors and sponsors. This way, you’re not just investing in a single event, but in future events too.
  • Embrace technology: Leverage new platforms to streamline processes. Exhibitor portals can transform how you manage sales, support and communication, reducing costs and improving efficiency.
  • Strategic layout and navigation: A well-planned layout and flow is key to achieving both ROI for exhibitors and value for attendees. Thoughtful placement of stands and interactive areas, alongside clear signage and information points, concession stands and facilities, all help smooth the movement of people and maximise engagement.
  • Have a dedicated site manager: A central person in charge of coordination and troubleshooting is essential, ensuring any issues and challenges are resolved promptly, and minimising impact on the wider event.
  • Gather feedback: Feedback is crucial in order to learn, adapt and improve future events. Insights from attendees and exhibitors can guide you to make changes at future events and improve the overall experience.

Make your next exhibition shine

The future of association events is full of exciting possibilities – with personalisation, sustainability initiatives and new interactive technologies on the horizon. We want to help make your event something people remember, for all the right reasons.
When you have a professional exhibition management process in place, you can be across every detail, head off potential difficulties and maximise opportunities. To make things even easier for you, we’ve put together a handy event planning timeline and job list. Download it below, and start planning your best exhibition yet.



Need additional support?

Working with a professional team like Brightelm can really make a difference to the success of your event. We’re all about turning your ideas into amazing experiences.
Contact us below if you’re in need of support. Together we can create not just an exhibition, but an annual highlight.

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Author: Shelley Worrall, Project Coordiantor, Brightelm.  Published February 2024.