Over seven years of organising the Sudbury Business Expo, I’ve watched hundreds of businesses set up their stands. I’ve also attended plenty of business shows, exhibitions, and conferences in my own right. Between all of that, I’ve formed a pretty clear picture of what draws people in and what gets quietly walked past.
To help with this article, I turned to someone who knows this world better than almost anyone, Phil Roper, founder of Indigo Ross. Phil has been in the printing industry for over 30 years and has exhibited at six out of seven Sudbury Business Expos. If you want to know how to dress a stand that works, Phil is your person. He is, in the most literal sense, your stand-out partner.
Before you say a single word, your display is already doing the talking. Visitors are forming impressions as they walk by, often in a second or two. A well-dressed stand signals professionalism and confidence. A bare trestle table with a single leaflet and a bottle of water says something else entirely.
Think of your stand the way you would think of your shop window, your website homepage, or your LinkedIn profile. It is the first thing people see, and it sets the tone for every conversation that follows. It does not need to be expensive, but it does need to be considered.
Phil's tip: Your stand should tell people exactly what you do before they’ve had to ask. If someone walks past and can’t grasp your business in a couple of seconds, something needs to change. Less is more, don’t try to cram everything onto your roller banner. If it looks like a wall of words, it won’t get read. Keep it clear, bold, and instantly understood.
In a busy exhibition space, height is your friend. Roller banners, feather flags, and pull-up displays do two things: they get you noticed from a distance, and they give your stand a sense of presence and scale that a flat table simply cannot achieve.
Movement also helps. A feather flag catches the eye in a way that a static banner does not. If you have the option to add something that moves, consider it.
Phil's tip: If people can’t see you, they can’t stop at your stand. Use height to get above the crowd and keep your key message at eye level, not buried at table height. One strong, well-placed banner will always outperform multiple competing visuals. And if you can add a touch of movement, even better, it naturally draws the eye without saying a word.
Pens, notepads, tote bags, stickers, lanyards. The branded items visitors pick up, keep, and actually use help do your marketing long after 3 June. Every time someone reaches for a pen with your logo on it, your brand gets another moment.
The key is choosing items people will genuinely want rather than items that will be left on a table or dropped in a bin on the way out. Quality over quantity. A well-made pen will be used for months. A flimsy one will be forgotten by lunchtime.
Phil's tip: Don’t give away anything you wouldn’t be happy to use yourself. If it feels cheap in your hand, it reflects on your brand. A smaller number of good-quality items will always do more for you than a large pile of throwaway ones.
Something interactive on your stand creates a natural reason for visitors to pause, and a paused visitor is a conversation waiting to happen. It does not need to be elaborate. A product to pick up and handle, a screen showing your portfolio or showreel, a competition entry slip, or even a well-placed bowl of good chocolates can all do the job.
Indigo Ross have perfected this over the years. At recent expos they have set up a mini ring the bull game and a box-folding challenge, with a bottle of champagne for the winner. It sounds simple, but it stops people, makes them laugh, and gives Phil and his team a warm, natural intro into a proper conversation. It also means people remember the stand.
Phil's tip: The best stand activity is one that connects to what you do. For us, a box-folding challenge makes sense because we’re in print and packaging. Think about what you could use that is a bit playful but still relevant to your business. It does not need a big budget, just a bit of imagination.
And now for the unglamorous but essential bit. Even the most beautifully dressed stand can unravel if you have forgotten something basic. Over the years, I have been caught out to now have a dedicated checklist & Expo Box that comes out every time he exhibits.
Phil's tip: It’s always the small things that catch you out. Pack like you’re setting up in the middle of nowhere, not a well-equipped venue. And one extra to add… bring a simple way to capture leads digitally. A QR code or quick form can save a pocketful of business cards from going cold later.
Everything above is in service of one thing: giving you the best possible chance of a great conversation. The physical presentation of your stand is what earns you those first few seconds of someone’s attention. What you do with that attention is up to you. My next article will be covering how to get the most out of exhibiting.
If you are thinking about your stand for this year’s expo and want expert advice on print, display, and branded materials, Phil and the team at Indigo Ross are the people to call. They have been doing this for a long time, and they know what works.
Talk to Phil Roper at Indigo Ross
Whether you need roller banners, branded merchandise, or a full stand refresh, Phil and his team can help you make the most of your presence at the Sudbury Business Expo.
Get in touch with Indigo Ross to discuss your stand needs for 3 June.
