Small Stand, Big Impact: Unlocking Event ROI at Any Size

If you think you need a giant budget and sprawling stand to make an impact at the British Motor Show, think again.

At The British Motor Show, we’ve seen some of the most effective and commercially successful campaigns delivered from compact stands. In 2025, size isn’t the story — strategy is. Whether you’re a challenger automotive brand, a tech disruptor, or a lifestyle label testing the waters, here’s how you can turn a modest footprint into serious results.

1. Pick the Right Location: Don’t Just Be Seen — Be Found

 Choosing a stand in a high-footfall area may cost a little more upfront, but it pays dividends in exposure. Prioritise visibility near entrances, demo areas, or refreshment hubs — anywhere audiences naturally dwell. If your product or service appeals to families, consider proximity to child-friendly zones. If you’re a performance brand, close to the live arena might be the sweet spot. Don’t just follow the crowds — place yourself in their path.

2. Design for Experience, Not Just Display

 A strong stand design is more than aesthetics. It’s about drawing people in, encouraging interaction, and giving them something to remember. Even a small footprint can deliver a huge impact with:

·     Interactive elements: touchscreens, gamified experiences, or AR

·     Comfort zones: a bench, a charging point, or shade can attract dwell time

·     Photo moments: branded backdrops or props to encourage shares on social

Make your space do more than sell — make it stick in people’s minds.

3. Activate Emotionally, Not Just Visually

 The best brands at the show understand that connection beats conversion — and often leads to it. Focus your messaging on lifestyle relevance. For example:

·     A tech brand might spotlight how their product simplifies family road trips.

·     A nutrition company could showcase how their product fuels days out.

·     A car insurance app might demo how it fits seamlessly into your life —not just your glovebox.

Remember,audiences respond to stories. Make yours about them, not you.

4. Train Your Team: Energy Over Sales Patter

Your team is your stand’s secret weapon. The best return on investment often comes from the human element — not the hardware.

Ensure your staff are:

·     Warm, welcoming, and not overly “salesy”

·     Well-versed in your core message and how it relates to differentaudiences

·     Ready to guide conversations towards meaningful outcomes (e.g.,sign-ups, demos, QR scans)

5. Make DataCapture Effortless

 Whether it’s a competition, a content download, or simply capturing interest, make sure your method of data capture is:

·     Simple and fast (ideally digital)

·     Incentivised (e.g., prize draw or exclusive offer)

·     GDPR-compliant and clearly communicated

The brands that win post-show are the ones who know who they spoke to, and follow up smartly.

6. Extend theCampaign Beyond the Weekend

Your stand isn’t just for show days. With a good content plan, a weekend of activity can become three months of marketing fuel. Think:

·     Snippets for LinkedIn and TikTok

·     Case study videos

·     Influencer walk throughs

·     Behind-the-scenes reels

Repurpose conversations, insights, and interactions to deepen your brand story across multiple platforms.

In Summary: Small Stand, Big Strategy

In a world saturated with digital noise, real-world connection cuts through.  Stand size isn’t a limitation — it’s a challenge to be more focused, more creative, and more effective. At The British Motor Show, we’ve seen first hand how emerging and lifestyle brands punch above their weight when they bring clarity, courage and a little clever thinking to the show floor.

So if you’re wondering whether it’s worth taking the plunge — trust us: the ROI isn’t in your square footage. It’s in your strategy.

‍