If you are taking the plunge and exhibiting at an airshow for the first time, you have made a considerable investment and you will want to maximise the return on that investment. With Paris Airshow only a few weeks away, Amanda Stainer, Commercial Director for Farnborough International, gives her top tips for getting the most out of exhibiting at such shows.

Set Objectives

Set out what your business goals are and work out a plan on how you’re going to achieve this. Whether it’s a sales target, lead generation or brand awareness, have a clear goal in mind and plan your marketing activity around this.

Be prepared

Plan every detail of your participation from marketing and stand designs to hotel and travel accommodation. Show organisers will often provide you with all sorts of support to assist you on all elements. If possible, attend the exhibitors briefing which will allow you to familiarise yourself with the exhibition site and official contractors.


It’s no good exhibiting at a show if you are not going to tell people you are going to be there. Communicate this as much as possible prior to the show and during the show. Follow the event on social media networks using the event hashtag to promote your stand location. Organise your printed collateral and consider any enhanced opportunities to promote your presence.


Make sure you ‘get out there’ by attending conferences, arranging meetings, participating in or hosting an event at your stand. Airshows typically have a whole host of networking events including industry receptions such as the one taking place at the British Ambassador’s Residence in Paris.


Make sure you follow up with everyone you met during the show and possibly everyone you didn’t get to meet too. Even the smallest interactions at the show, have the potential to open doors and start new business relationships, so don’t miss your window of opportunity.


ADS is hosting UK Pavilions at a number of upcoming airshows including Paris, Dubai and Singapore.

Farnborough International Limited (FIL), which runs the Farnborough International Airshow, is a wholly-owned subsidiary of ADS Group Ltd.