Having a great stand at an event doesn’t automatically guarantee great leads. Or the right ones. Events like Farnborough International Airshow (FIA) attract a vast footfall of visitors (over 100,000 in 2024, with even greater numbers expected in 2026), meaning exhibitors need to be razor-focused on who they want to attract to their location and spend their time talking to.

One of the biggest lead-generation challenges most exhibitors often face is the ability to capture their leads in a consistent manner, as those great client conversations are only as valuable as their capture.

Before the event:

Define what a lead means to you.

Many first-time exhibitors make the mistake of treating every business card as equal. Before the event, the team should define what makes a quality lead based on what is important to them. This could be the company’s background, objectives, challenges, location, turnover, buying intent – the list is going to be unique to every exhibitor.
It is often best to qualify the leads as you go; not everyone needs the same follow-up. Segmentation and targeting are key. The visitors will be bombarded by messages and offerings from countless exhibitors, so make sure yours is memorable and easy to digest.

Promote your participation at the show ahead of time.

It is entirely possible to generate some business just by designing the stand and rocking up on the day. Some exhibitors thrive on impromptu conversations and are excellent at thinking on the fly – that’s what makes them great sales professionals! However, with a bit of preparation, it is possible to maximise the team’s presence at the show:

• Invite your clients to join you at the event at your stand/chalet.
• Make sure the staff on your stand has prepared their elevator pitches and is ready to answer any questions about the solutions on offer.
• Prepare your event-specific landing page, ready to capture the leads for further conversions.
• Talk to your dedicated account manager to come up with a personalised checklist of actions to help you promote your presence at the show.
• Feel free to use our marketing toolkit to announce your involvement in FIA2026!

During the event:

• Have a schedule of pre-planned meetings, but also be ready to welcome any walk-ins.
• Make the right first impression by preparing your elevator pitch – a succinct 30-second-long description of what the company offers and its value proposition.
• The teams on the stand should be especially mindful of their body language. Nothing says “I’m not interested” louder than a person with their arms crossed or someone who’s browsing their phone. Friendly greeting and eye contact can go a long way.
• Consider utilising a lead magnet, a reason for passerby to stop: a live demo, a giveaway, a competition entry.
• Lastly, don’t rely on memory; create a capture system.

 
There is a wide variety of ways to capture leads, and just as many preferences to capture them. Some prefer badge scanners, some prefer to email themselves notes, and some prefer to write notes on the leads’ business cards. One of our account managers has a dedicated notebook where conversations are recorded on separate pages and business cards are stapled to relevant pages.

Overall, the system doesn’t have to be overcomplicated, as long as it’s consistent and works for your team.

After the event:

Promptly follow up, ideally within 20-48 hours. According to Harvard Business Review (2011), event lead warmth declines significantly within 3-7 days.

Evaluate your event strategy and tactics.

Highlight what worked best for your team. Evaluate tactics that took the biggest amount of time and generated the least amount of results. The BCG matrix applies surprisingly well in this situation: let your star tactics shine by incorporating them into your next event, capitalise on your cash cows, evaluate your question marks and let go of your dogs.

Research. Research. Research.

Attend other events to widen your perspective and to put yourself in your visitors’ shoes. Visit your competitors' stands for a little spark of inspiration – what do they do well?

Key Takeaways:

FIA has been driving growth for the international aerospace and defence industries since 1948, and it is certainly the place to be. As one of the most anticipated events in the international aerospace calendar, it is attended by visitors from all over the globe.

Make the right impression and make the most of your investment by maximising your exposure. Speak to our expert team or reach out to your account manager to explore what opportunities are available.