If you follow the ADPR blog, you’ll already know that we believe the most successful brands plan for shows long before the doors open. It makes sense right? Afterall, failing to prepare, is preparing to fail.
But what happens when the countdown is no longer measured in months and it still feels like you can do more? With just a few days to go before Southampton International Boat Show (SIBS), this is a scenario playing out for many marketers.
So, we’ve put together a list of practical things exhibitors can do in the last week to maximise visibility, footfall and opportunities once the show begins.
Finalise your press pack
Your press pack should be ready by now, including the top-secret news you’re planning to unveil at the show – so ensure you’re sharing it far and wide.
Digital copies should be shared with the show press office – ahem, did you know that’s us? You can send your press updates to SIBS@ADPR.co.uk and one of our lovely team will help get it in front of the media attending and interested in the show. This also gives your brand the opportunity to be featured in the media diary, debuts lists and other information being put together for the media.
It is also worth printing a few physical press packs to leave in the press office. Journalists use the press office a lot throughout the show, often between interviews, events and meetings, so having clear, digestible information available can make the difference between your story being picked up and being missed.
Tell the organisers about your events
If you are holding a product launch, unveiling, demonstration, announcement or other press and/or consumer opportunity on your stand, make sure it is shared with the show organisers and the press office, so we can help raise awareness.
Make the information easy to use – include the date, time, location, what is happening, who will be there and why it is worth a journalist’s time.
And remember, journalists have busy schedules at shows, especially on the first Friday (press day). A clear, concise invitation with a compelling reason to attend is far more useful than simply saying “come and see us”.
SIBS makes the process easy, fill in their media diary form here, and the amazing press office team (ADPR) will signpost journalist during their registration.
Amplify your news with social media
Social media is one of the best ways to put your brand in front of new and existing audiences before, during and after the show. Creating a simple content plan ahead of the event, ensuring you leave room for ad-hoc content from the show can help to ensure you both share your key messaging throughout SIBS, while also capturing the candid moments and “behind-the-scenes” that showcases your great team and moments behind your brand.
If you have an interesting guest, designer, ambassador, expert or company founder attending too, promote their appearance through your own channels now. A recognisable name or interesting expert can provide an additional reason for journalists and visitors to put your stand on their itinerary.
The same applies to any demonstrations, presentations and other activities. If there is something happening at your stand – or any of the stages – that might generate interest, make sure people know about it before they arrive.
Tagging the show in your posts to increase the opportunity for your content to be shared and amplified with their followers. @sotonboatshow #SIBS2026
SIBS has an exhibitor guest ticket code initiative too. Be sure to share your code across your social channels with a clear call to action encouraging your audience to use the ticket and to visit you at the show. More guidelines on how to share your updates from SIBS can be found here.
Social media is not only a useful way to drive people towards your stand, it also gives something back to your followers who already love your brand.
Make your show profile is working hard for you
Think of your profile as your mini website dedicated to the event or your shop window for the week.
Ensure your company information is current, your contact details are correct and, most importantly, that any debut vessels, products or launches are correctly identified. Be sure the information reflects what you are actually bringing to the show, rather than relying on a previous version!
Extra tip: At SIBS your news articles should be updated through your profile, populating the general news page too!
Define your messaging
If you have stories to tell at the show, make sure your team knows what they are and how to communicate them effectively.
Agree the key messages, terminology and language you want to use. Equally important is to ensure everyone understands any messaging or language you want to avoid.
Discuss the answers to the obvious questions. What is new? Why does it matter? What makes the product different? Who is it for? What is the one thing you want people to remember?
You don’t want your team sounding scripted, but you do want everyone pulling in the same direction.
Create a reason to stop and capture what happens next
A great-looking stand can attract attention, but an activation gives people a reason to stop.
Demonstrations, product experiences, guest appearances and interactive activities can all help create energy around your stand. Additional activities such as competitions, giveaways, food and drink (yes, something sparkling if your budget allows) can also help to keep people engaged with your stand for longer and can create additional time to capture contact information.
There is an old adage that people go where other people are. At a busy show, that is often true – but the busiest stands have usually given those first few visitors a reason to stop in the first place. Once activity starts, curiosity can do the rest.
Don’t forget what happens after the show
For many brands, a show is ultimately a lead-generation exercise. The real work of converting that interest into sales happens long after the event, so make sure you have a clear process for capturing data and following up.
Know what information you need, how it will be captured and who is responsible for following up. A beautifully executed show is only as valuable as the relationships and opportunities you take away from it.
The final countdown still counts
The final days are about making sure all the preparation you have already done is working as hard as possible. This means getting your press information in front of the right people, which includes giving the press team clear information about what is happening, where and when to allow them to promote it to journalists ahead of the show.
Making the most of the show’s promotional opportunities, gives journalists and ticket holders a reason to visit and ensuring your team is ready to make the most of every conversation.
The countdown to a show might be measured in just days now, but the impact of those days can last long after the show closes.
For more information on how to make the most of consumer shows or to catch up at SIBS, please email hello@adpr.co.uk.