From Missed Opportunities to £500k+ Growth in Exhibition Sales
A large format print company with hundreds of untapped sales opportunities — and what changed when I came onboard
The problem
Insite Graphics are a highly respected large format print company who were regularly contracted as the signage provider for lots of exhibitions. Which meant they were handed something incredibly valuable — a full list of exhibitors, often running into the hundreds.
These were warm opportunities. Businesses already committed to exhibiting, already needing stand graphics. But very little was being done with them, when it came to selling their products. Because the focus up until now had been the exhibitor signage.
There was no consistent outreach, no structured sales process, and no clear offer being put in front of these exhibitors. So despite being in the perfect position to sell, a huge amount of potential revenue was being missed out on.
The fix
- Introduced a structured approach to contacting all the exhibitors ahead of each show
- Created clear, simple communications including introduction emails and sales materials
- Developed sales sheets and brochures to support both selling and project delivery
- Identified and prioritised higher-value exhibitions with greater sales potential
- Reduced focus on smaller, lower-return events that required high operational costs
- Spotted a gap in the market and developed reusable stand graphic solutions
- Collaborated on new product design to expand the offer and attract a wider range of exhibitors
- Strengthened on-site presence and client relationships during events
What changed quickly
- Exhibitors were being contacted consistently ahead of events
- Clear offers made it easier for clients to understand and buy
- More stand graphics orders secured before shows even began
- Sales activity became proactive rather than reactive
The result
- +150k additional invoiced revenue in year one
- Nearly £300k additional revenue in year two
- Over £500k additional revenue by year three
- Annual revenue from this area effectively doubled
- Increased repeat business from exhibitors returning year after year
What this meant
- A consistent and scalable sales approach instead of missed opportunities
- More predictable revenue tied to each exhibition
- Stronger client relationships and long-term repeat business
- A more profitable, focused approach to events and resource allocation
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