Our First Trade Show: What Worked, What Didn’t, and Why We Won Best Stand
- Sophie Boulderstone
- Oct 4
- 4 min read
Although having a stand at a trade show was on my 2025 wish list, I don’t think it would have happened without Sonny Cutting and the Sussex Business Show. Being part of the Directors’ Hub, which Sonny also runs, I started hearing about the show a few months in advance. I was almost nervous to ask about the prices - being a new business with a watchful (and occasionally controlling 😉) COO in Alice, I was bracing myself for the thousands of pounds I’d seen quoted for London shows. So when I discovered it was actually within our budget, I signed up on the spot.
And I’m so glad I did.
From the moment we arrived at the Corn Exchange in Brighton, the atmosphere was something special. What struck me most was the community among the other traders. There was no competitiveness, just genuine encouragement and support. For a first-time exhibitor, that friendliness made all the difference - it felt less like standing in a hall full of competitors and more like being part of a collective effort to showcase the brilliant variety of businesses in Sussex.
Planning ahead (for once!)
For once, we managed to plan in plenty of time. Print Lord had our three A1 posters ready and delivered straight to the venue, which we velcroed to the soft-shell scheme. The real talking point, though, was the custom Inkie version of Space Invaders, built into a retro-style coffee table. Lights, music, and nostalgia - it pulled people in and, I suspect, swung the judges’ decision.
The show’s theme was retro games, which fitted perfectly with our branding. I’d worried about running a cable across the stand (hello, trip hazard), so I brought along our wool rug instead. Taped down, it not only solved the safety issue but pulled the whole stand together. Tip for anyone exhibiting: think about your floor - hardly anyone else does, and it makes a huge difference.
On the stand
There were three of us - Simon, Alice, and me - which was the perfect number. Even then, people were sometimes waiting to talk to us, but it meant we could at least grab quick breaks. My second dash to the loo was cut short when I had to race back to accept the award!
Beforehand I’d asked on socials for advice, and the responses were spot on: bring food and wear comfortable shoes. I did bring picky food, which helped, but as for the shoes - let’s just say they’ll never look the same to me again. Crocs may be my future.
Logistics and the glamour of parking
Transport was one of the things I thought hardest about. Parking in central Brighton is always a challenge, and with the Corn Exchange there’s no easy in-and-out. It needed to be a one-woman operation, so my IKEA bench-trolley saved the day. It carried everything except the arcade game, looked great on the stand, and made setup much less stressful.
Branding and why it matters
My favourite stands weren’t necessarily the slickest or the most polished. They were the ones where the business had embraced their own personality and let that shine through.
It’s tempting to hand everything over to a designer and let them come up with something “fresh” or “on-trend.” But the truth is, the strongest branding comes from knowing what you love - the colours that make you smile, the fonts you’re drawn to, the details that feel like you. When branding is rooted in that, it becomes second nature.
That’s what makes it timeless, and it’s also what makes it easy to extend into things like a trade stand. You can literally take pieces from your own home or office - like we did with our rug - and it still feels on-brand, because it is authentically yours.
What I’d do differently
We had a “show offer” (3 months for £55), which sold, but I realised afterwards a QR code to book a one-to-one demo with me would have been even better. Talking through the software in person was my favourite part, and a QR code would have made it easier for visitors to follow up without the extra steps.
Also: flying saucer sweets were a winner. Fuel and fun in one.
The award
By some miracle, our stand was chosen as Best Stand by Lesley Alcock and Maarten Hoffmann of Platinum Media Group Ltd, sponsored by The Sussex Beacon. It was lovely to chat with them and to meet Mark Bond, who represented the charity. I’m sure the arcade table and the endless flying saucers helped persuade them!
Simon deserves a special mention - he built the arcade game from scratch, and we’ll be putting it on the website soon so everyone can compete for the high score. That deserves a blog all of its own.
Final thoughts
I’m glad I arrived super early; it kept the stress levels down. My only regret was not being able to join everyone for a drink afterwards - rural living means driving home. It took a few days (and more caffeine than I’d like to admit) to recover, but it was worth every ache.
Our first trade show wasn’t just a success - it was an experience I’ll never forget, full of lessons I’ll carry into the next one.
Try the game here!
Comments