Exhibiting at a major event like Hair Festival or Beauty Expo Australia is an exciting opportunity to showcase your brand, connect with industry professionals, and drive your business forward. However, to ensure a positive return on your investment, a well-thought-out strategy is essential.
At Inside Industry, we advocate for a ‘closed loop activation’ approach, which ensures every stage of your expo presence (pre, during, and post-event) works cohesively towards achieving your objectives.
Define Your Objectives: Awareness, Acquisition, or Advocacy
Before diving into planning, it’s critical to determine why you’re exhibiting. Are you aiming to:
Build brand awareness among new audiences?
Acquire new stockists or clients?
Accelerate advocacy by deepening relationships with existing clients or stockists?
Your objective will serve as the foundation for your entire expo strategy, shaping your approach to design, communication, and engagement.

The Closed Loop Activation: Pre, During, and Post-Expo
The power of a closed loop activation lies in its ability to engage attendees at every stage of the expo journey. Here’s how to structure your approach:
1. Pre-Expo Campaigning
Building excitement and awareness before the event is crucial to a successful activation. Consider these strategies:
Teasers: Announce to your attendance and hint at what attendees can expect. Will you be launching a new product, device, or service? Let your audience know - and tell them a few times!
BTS Content: Share behind-the-scenes glimpses of your preparations. This humanises your brand and builds anticipation.
Leverage Current Stockists: Feature testimonials or interviews with existing clients to showcase your brand’s credibility and success.
Social Media Hype: Use your channels to create countdowns, polls, and sneak peeks to engage your audience and build momentum.
2. During Expo: On-Site Activation
This is the main event, and every detail should reflect your objective.
Stand Design: Go beyond a standard 3x3 stand. Incorporate elements that attract attention and invite interaction, such as live demos, interactive displays, or exclusive experiences.
Team Engagement: Train your team to communicate with purpose. Their conversations should align with your objective, whether it’s explaining product benefits, qualifying leads, or building relationships.
Collateral & Messaging: Ensure that your brochures, giveaways, and visual materials clearly tie back to your objective. Consistent messaging at every touchpoint reinforces your brand’s value.
3. Post-Expo Campaigning
The event doesn’t end when the doors close. Following up effectively is where many brands fall short, yet it’s one of the most critical components of a closed loop activation.
Deliver on Promises: If you made commitments at the expo (e.g., providing additional information, trial products, or discounts), follow through promptly.
Extend Engagement: Keep the conversation going by reaching out to attendees with personalised follow-ups, such as thank-you emails, exclusive offers, or invitations to future events.
Momentum Marketing: Share content recapping your expo presence, including highlights, attendee testimonials, or any media coverage.
Thinking Outside the Physical Booth
If attending in person isn’t feasible, consider creating a virtual or digital activation. Leverage the hype surrounding the expo by hosting online events, offering exclusive digital content, or running virtual promotions. With a strong digital presence, you can still connect with your audience and generate interest without physically being there.

While January might feel early to think about events later in the year, this is the perfect time to map out your strategy. Consider your budget, resources, and activation availability, ensuring you have everything in place to meet your 2025 objectives.
By adopting a closed loop activation, you’ll ensure your expo presence is not just a one-off effort but part of a strategic approach to building awareness, driving acquisition, or fostering advocacy. In 2025, simply showing up won’t cut it; a holistic plan is the key to standing out and achieving measurable success.
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