Exhibitions and trade shows

Make the Most of Exhibitions and Trade Shows

Exhibitions and trade shows are excellent for showcasing your work. Here's how to make the most of them:

• Research: Ensure the show attracts your target customers and fits your business stage.
• Set Goals: Define what you want to achieve, like selling a specific number of items or growing your contact list.
• Price Smartly: Calculate prices to cover costs and make a profit. (wholesale and retail prices).
• Prepare: Design your stand, Make sure you  have all the materials you need for set-up. Have clear labelling, and bring printed materials e.g. business cards, postcards or brochures. Provide a way for people to sign up to your mailing list
• Engage Visitors: Talk to visitors about your work and gather contacts.

Organising Your Own Exhibition

• Running your own exhibition offers great experience in networking and organisation:
• Budget: Set a budget, including all costs, and try to stick to it. Include everything (for example lighting, plinths, transport, printed materials and your time) and add on a 10% contingency.
• Insurance: Get public liability and artwork insurance for the whole exhibition. You may also want to get insurance for damage, loss or theft of work.
• Venue: Agree on the hire fee before you commit to a venue and be aware of any extra costs. (for example electricity, security, staffing).
• Create an exhibition catalogue: with contact details for each exhibitor and photos and prices for works.

Promoting your exhibition

• Email invitations to your contacts and send personalised invitations to anyone you’d really like to attend the private view.
• Post your exhibition on listings websites (for example Arts Council and Time Out).
• Write a press release and send it to relevant journalists a few weeks before the exhibition opens.
• Share photos and updates via your social media channels before and during the exhibition.
• Take flyers/posters to relevant venues before the exhibition opens and hand them out in the local area when the show opens.
• Make sure everyone involved (for example other exhibitors and the venue) promotes the exhibition via their mailing lists and social media accounts.

For more tips on organizing exhibitions, acquiring exhibition spaces and funding check out further resources on Artquest.

Working with Commercial Galleries

Commercial galleries handle marketing, promotion, and sales for a commission. In most cases the gallery will only need you to be at the exhibition for the private view.

Do not undercut the gallery by selling work exhibited there directly to the buyer. This may harm your relationship with the gallery and undermine your prospects of working with them in the future.

Trade Shows and Fairs

Trade shows help you reach new customers and buyers

There are usually two types of stands for hire at trade shows; 'shell scheme' comes with walls at the back and sides of the stand whereas ‘space only' requires you to build your own walls and often costs more.

• Choose Wisely: Research shows, and visit them before booking.
  Check if there is a dedicated area for up-and-coming exhibitors as some shows offer discounts for students or people in their first five years of business.
• Be Prepared: Know your prices, have printed materials ready, and plan logistics.
  Stand rates are often calculated by how many square metres you will use, so work out how much space you actually need.
  Find out what’s included in your space, whether you need to bring items like tables and chairs and how you will brand it.
• Design Your Stand: Make your display eye-catching and professional.
• Follow Up: After the show, follow up with contacts to maximize opportunities.

Tips for Exhibiting at Trade Shows

• Stay updated on industry trends to meet buyer expectations.
• Design an eye-catching, professional stand.
• Plan logistics for setup and transportation. Setting up usually takes place two to three days before the show.
• Print and distribute business cards, brochures, and price lists.
• Be ready to take orders; set prices and lead times beforehand.
• Ensure your website is current with your work and contact info.
• Decide on payment methods for your stand.
• Fulfill orders quickly to maintain a professional image.
• Protect your intellectual property (IP).
• Follow up with all contacts, sending personalized emails.

Resources

• Read our advice on How to Cost and Price your Work (PDF 435KB)
• UKTI provides grants to help businesses attend selected overseas trade shows.
• Anti Copying in Design (ACID) is the UK’s leading membership organisation for design intellectual property.
• Visit Artquest for advice on exhibiting as a visual artist.