Exhibitions: Are You Making the Most of Your Investment?

Exhibitions: Are You Making the Most of Your Investment?

Exhibition ROI.

It’s a topic David Lomas, CEO at M3 Media Publishing, is discussing with businesses daily, since becoming the media partner for the Business Innovation Expo on 13th and 14th March 2024.

David was in frontline sales for many years. He understands that justifying return on investment depends on more than collecting business cards and hoping that something sticks.

“It’s not just about turning up. It’s about what you put in to it, like adding ingredients to make a recipe successful,” David explains. “The pudding won’t taste the same without the fruit.”

As a result, his thought leadership exhibitor support is generating large interest amongst exhibitors. After the cost of setting up at an exhibition, ROI isn’t just a wish; it’s non-negotiable.

Fail To Prepare and Prepare to Fail

The partnership between M3 Media Publishing and the Business Innovation Expo involves working with the hundreds of business exhibitors due to attend in March.

David is inviting them to participate in his regular highly successful online thought leadership training for Directors and thought leaders, known as Thought Club.

In addition, exhibitors are being offered the opportunity to have thought leadership content written and published by David’s journalistic writers to support their conversations at the Expo.

This content articulates the key issues that are causing pain to targeted customers, and provides exhibitors with a platform to offer insightful commentary that highlights them as experts within their field.

These conversation-starting interview pieces are featured in a relevant publication within of David’s 10 business magazine portfolio, as well as being circulated throughout the exhibitor community.

Exhibitors can utilise this content to reach out to visitors they are targeting at the exhibition, leaving them with an impact and credibility far beyond a brief conversation and contact exchange.

Breaking Through the Noise for Greater Impact

He points out that a ‘spray and pray’ approach is leaving ROI to a roll to the dice. A more proven and distinct approach is necessary to cut through the noise, especially when all other competitors are trying to attract the same attention of the visitors.

“Content is a powerful tool to catch the eye of your target visitors. Most exhibitors send out blanket emails and badger visitors to come to their stands – but this doesn’t always produce reliable results.”

David Lomas, M3 Media Publishing

The difference with content is the lasting impact of your message. Each interview piece is tailored to the target market, and articulates how your company provides value and solves their problems.

There is no reliance upon pitching correctly hundreds of times, nor are you hoping that they remember the details if your conversation: it’s already perfectly written in print, ready to be used an unlimited amount of times.


“I want businesses to understand that we’re offering a thought leadership programme to help them in their approach to delivering return on investment not only at the exhibition, but in many other ways,” David concludes.

M3 Publishing will be covering the 2024 Business Innovation Expo, but you can contact David Lomas before then to arm your business for exhibition success. Get in touch via linkedin.com or M3 Media Publishing at david@m3publishing.co.uk

A friendly and accomplished copywriter and content creator based in Manchester, Judith Rafferty initially mastered her craft during a longstanding successful sales and marketing career with several market leading high street restaurant and bar brands. She now specialises in digital marketing and conversion copy for a vast range of SME and larger corporate businesses.