Beyond the Exhibition Stand: How Businesses Can Turn Trade Shows into Growth Engines

By Alain Kabinda

For many businesses, exhibitions and trade fairs are often viewed as opportunities to display products, distribute brochures, and attract immediate customers. But Business Development and Marketing Expert and Co-Founder of CNC360 Consulting Mr. James Chiwala believes the true value of these platforms goes far beyond the exhibition stand.

According to Mr. Chiwala, trade shows are strategic marketing spaces where businesses can build relationships, understand markets, create partnerships, and position themselves for long-term growth.

Speaking during a recent radio interview, Mr. Chiwala, a marketing professional and former Vice President of the Zambia Institute of Marketing, challenged businesses to move away from the traditional perception that marketing is simply about selling products.

“Marketing is about getting the right product or service to the right person at the right time with the right message,” he explained.

He said successful marketing begins with understanding customer needs and creating solutions that provide real value. Businesses must not only produce quality products and services but also communicate their benefits effectively to the people they want to reach.

“Marketing is about creating value and building relationships with customers. Selling is only one part of the process,” Mr. Chiwala said.

Mr. Chiwala said exhibitions provide businesses with a unique opportunity to engage directly with potential customers, investors, partners, and other industry players.

“Exhibitions are platforms where buyers and sellers meet, exchange ideas, and build relationships,” he said.

He further explained that while showcasing products remains important, businesses should use exhibitions to gather market intelligence, understand customer expectations, identify new opportunities, and strengthen their brand visibility.

                (right: Mr. James Chiwala and left: Mr. Maxwell Mumba)

For small and medium-sized enterprises (SMEs), Mr. Chiwala believes trade fairs and shows can provide a valuable opportunity to compete, network, and gain exposure in markets that may otherwise be difficult to access.

However, he warned that success at exhibitions requires preparation and a clear strategy.

Drawing from his experience as a judge at the Zambia International Trade Fair (ZTIF), Mr. Chiwala revealed that successful exhibitors are those who demonstrate creativity, preparation, and a strong understanding of the exhibition objectives.

One of the key areas considered by judges, he said, is how well exhibitors interpret the official theme of an event.

Rather than simply displaying the theme on posters, Chiwala encouraged organizations to demonstrate how their activities, achievements, and future plans connect with the theme.

“Conformity to the theme carries significant marks,” he said, urging organizations to begin preparations early by developing presentations that clearly show their contribution to the objectives of the exhibition.

He noted that many organizations lose opportunities because they treat exhibitions as one-time events instead of strategic marketing campaigns.

Mr. Chiwala said the design and presentation of exhibition stands play a critical role in attracting visitors.

He explained that a good stand should immediately communicate what an organization represents while creating an inviting environment for engagement.

“The way you speak should match what you have displayed,” he said, emphasizing the importance of consistency between visual presentations and verbal communication.

He encouraged exhibitors to carefully select information displayed at their stands, including success stories, achievements, statistics, products, and services.

While traditional marketing materials such as brochures, flyers, and posters remain useful, Chiwala observed that digital technology is increasingly transforming exhibitions.

He pointed to the growing use of screens, videos, and digital presentations by some organizations, including government institutions, as an effective way of communicating information while reducing dependence on printed materials.

Although many exhibitors focus on winning awards at trade fairs, Chiwala believes the greatest reward is the business opportunities created through meaningful engagement.

He said exhibitions should be viewed as platforms for relationship-building rather than just competitions for recognition.

“Businesses must understand who they are targeting, prepare their message, and communicate their value with confidence,” he advised.

For many businesses, participating in an exhibition is not just about putting products on display—it is about creating opportunities, meeting new customers, and telling a story about what they offer.

Speaking to Daily News at the Show in Lusaka in preparation for this year’s 98th Agricultural and Commercial Show, for entrepreneur like Alice Chuma, taking part in trade exhibitions has been a journey of learning, growth, and discovery.

“When we first decided to exhibit, our main goal was simply to showcase our products and let people know who we are,” Ms. Chuma said. “But we quickly realised that an exhibition is much more than displaying products. It is about engaging people, understanding what they need, and building relationships.”

Ms. Chuma said preparation played a major role in attracting visitors to the stand. Instead of focusing only on products, the team worked on creating a display that communicated their brand story, achievements, and the value they provide to customers.

“We learned that people are not only interested in what you sell; they want to know why your product matters and how it can solve their challenges,” Ms. Chuma explained.

One of the biggest benefits of participating in exhibitions has been the opportunity to interact directly with customers and industry players.

“Meeting customers face-to-face gave us valuable feedback. We learned what people liked about our products, what improvements they expected, and what new opportunities existed in the market,” She added.

The experience also opened doors for networking and partnerships.

“We met people we would probably never have reached through normal business operations. Some conversations led to new contacts, potential partnerships, and increased visibility for our brand.” Ms. Chuma added.

However, the exhibitors acknowledge that participating in trade fairs like this year’s show comes with challenges, including the cost of preparation, designing an attractive stand, and ensuring staff are ready to engage visitors effectively.

“You cannot just show up and expect results. You need a clear message, knowledgeable representatives, and a plan for how you will follow up with the people you meet.” Ms. Chuma said.

Further Ms. Chuma believes trade fairs have become an important part of business growth.

“An exhibition is not only about winning an award or making immediate sales. It is about creating awareness, building trust, and positioning your business for future opportunities.” she said.

The advice to other businesses, especially small and medium enterprises, is simple: take exhibitions seriously and prepare strategically.

“Your stand is the first impression people have of your business. Make it count. Tell your story, engage people, and use every opportunity to build relationships.” Ms. Chuma urged.

For this exhibitor, the journey from a small display stand to expanded market visibility demonstrates one important lesson—success at trade fairs is not measured only by what is displayed, but by the connections created beyond the exhibition floor.

As Zambia continues to promote entrepreneurship, innovation, and industrial development, Mr. Chiwala’s message is that businesses must rethink how they approach exhibitions.

For companies willing to invest in preparation, creativity, and strategic marketing, trade shows can become more than temporary displays—they can become gateways to new customers, partnerships, and sustainable growth.

For this Year’s 98th Agricultural and Commercial Show will run through from 29^th July to 3^rd August 2026 under the theme "Fostering Trade and Investment." 

(c) All Copyrights Reserved