What I Learned Exhibiting at My First Business Expo

2025 is all about purpose.

And for me, part of that is showing up, in the right places, even when it feels uncomfortable.

I work with small business owners every day, but when I walk into a big networking event or expo, I sometimes feel like the teeny tiny business that snuck in by accident. That’s not the truth, of course. It’s just the voice in my head. I belong in those rooms. And the only way to grow is to be seen.

So when a local expo was announced, I didn’t hesitate. I booked a stand straight away. No overthinking. Just a gut decision: if I want more people to know I exist, I need to show up.

Why I Exhibited at the Expo

My goal was simple: talk to people.

Not build a huge email list, not walk away with a stack of leads, not try to sell anyone anything on the spot. Just be there, in person, chatting to other business owners, face to face, something I hadn’t done properly in years.

I didn’t go in with KPIs or a conversion goal. I just wanted to see what would happen if I got out from behind my screen and actually showed up.

It had been years since I’d exhibited anywhere and that was way before 838 Digital! In fact, when I booked my stand, I didn’t even have business cards. (Because really, who still uses business cards in 2025?) Turns out… loads of people. And they were the ones I remembered speaking to afterwards.

I invested in more than just money, though. It was a full day out of the business, right in the middle of a busy client period. I spent hours pulling together printed materials, designing signage, building out a lead magnet and because I like to do things ‘properly’, creating an entire email follow-up sequence with a downloadable guide.

Of course, in true Lyndsey fashion, most of that prep ended up being pushed to the last minute. I was editing PDFs the day before and of course I had to pay extra for express printing. I’d told myself for weeks, “I’ve got loads of time, I’ll do it later” ..but expo day crept up quickly…and suddenly, I didn’t.

Even so, because I went in with one thing in mind: connection. I figured if I could talk to a handful of amazing people, it would be worth it. Because how will people know I exist or understand what I do, if I stay hidden in my office?

This was about visibility, not vanity. Purpose, not performance. And for that alone, I’m glad I said yes.

What Went Well on the Day

Honestly? It was a brilliant day.

From the minute I arrived, the atmosphere was buzzing. The building had this real buzz of energy and optimism lots of local Herefordshire businesses, all doing their thing, ready to start the day!

It was lovely to meet new people as well as people I’d only ever spoken to online. Names I’d seen in inboxes or social feeds suddenly had faces! Those moments made it all feel worth it before the day was even halfway through. And seeing people I already knew added that comforting ‘you’re in the right place’ feeling.

The Website Bingo I created really came into its own. I wasn’t sure how it would land, but people loved it. It gave us a starting point that wasn’t just “So, what do you do?” Instead, we were having real conversations about their true feelings about their website, what they were stuck on and why it felt so hard to fix.

I’m always amazed at how many people are embarrassed by their website. They haven’t updated it in years and of course I got the ‘don’t look at it!!’. I’m not here to judge. I’m here to help you!

Someone said they didn’t want to take a Bingo card because they knew their website needed work, it felt like opening a can of worms. (they took one, it’s not about pointing out problems, it’s about fixing things that are easily fixed). Another admitted they didn’t even know where to start. And that’s exactly why I made the game to gently open the door to these chats, without pressure or tech jargon.

And it worked. People got it. They felt seen. The conversations were natural, not salesy.

What I Overthought (That Didn’t Matter)

I went into full planning mode… far too late in the game.

I built a lead capture system with layers: bingo cards, a prize draw, a submission form, an automated email sequence and a downloadable guide. It was smart in theory… but not in practice. The day was too busy for people to do the bingo on the day. I realised that as soon as it kicked off. And honestly, I don’t blame them. It was a fast-paced event and everyone is juggling loads of conversations, stands and distractions. It would be too much.

Then there was the signage and printed materials. I outsourced the design of most it, but because I left things so late, I didn’t have time for rounds of feedback or proper proofing so I ended up editing and fixing things myself and of course, paying extra for express delivery. Not ideal!

I also found myself obsessing over how ‘professional’ everything looked. I wanted it to look like I had it all together. But in the end, none of that mattered. People didn’t connect with the stand, they connected with me. The conversations, the energy, the relatable honesty… that’s what stuck.

Next time, I’ll spend less time polishing and more time preparing the stuff that actually moves the needle: conversations, connections and clear follow-up.

Because of course, being approachable beats being polished. Every time.

What I Didn’t Do (But Should Have)

There’s not a massive list here, but definitely things to change up.

First, content. I barely took any photos or videos. A couple of videos as I was setting up the night before and a couple on the day, but I missed the opportunity to really capture the day. If I’d thought it through, I could’ve come home with a month’s worth of content: behind-the-scenes, people engaging, those natural moments. But in the moment, I was too focused on just doing the thing to document it.

Second, networking. I was at my stand for most of the day, obviously. I only really got to look around and chat to a few people in passing… usually on a trip to refill my water bottle or find the loo. If I’d brought someone with me, I could’ve gone and explored other stands more.

Third, my voice. I didn’t realise quite how intense it would be to talk non-stop for hours. By the end of the day, my throat was raw! Lesson learned: throat sweets are essential kit. So is water. Lots of water. And again, a second pair of hands. Not just to give me a break, but to chat to people who came to the stand while I was already chatting to someone. Doing it all solo was doable, but I definitely could have made it easier for myself!

What I’ll Do Next Time

✅ Bring someone with me to the event
✅ Keep the business card collection simple – just ‘Drop your business card’ box with a prize (this year was a bottle of Prosecco, purchased the night before, obvs!)
✅ Be prepared and have the printed materials ready and printed without the need for a rush job.
✅ Bring sweets – the Love Hearts were a hit
✅ Take more photos, film short clips, get content while it’s happening
✅ Have business cards on me at all times yes it’s 2025, but they still work

Honestly, I’d ditch most of the faff and just focus on real conversations.

Was It Worth It?

100%. I did it. I’m proud of myself. I did a scary thing and came out energised…even if a little drained!

That alone makes it a win in my books.

If you’re thinking about exhibiting at a local business expo, my advice is simple:

Do it!

Keep it human. And don’t overdo it.