Cairn's Will English – How KBB brands can maximise impact at shows and events

KBB Birmingham is around the corner – are you satisfied you'll be making the most of your presence there? Will English, MD of specialist home interest agency Cairn, reveals the best approach to maximising trade fairs.

2026 plans are already locked in for most KBB brands. Exhibition space is secured, budgets committed, and KBB Birmingham 2026 is fast approaching.

But in a competitive sector, it’s no longer about simply being there – it’s about delivering genuine impact on the show floor and beyond. In a landscape where every stand is fighting for attention, the winners are the brands that view exhibitions as a strategic marketing opportunity, not just a physical presence.

Cairn has spent years partnering brands including InSinkErator, Blum and Kutchenhaus, helping them turn shows into standout brand moments. Whatever/whenever the event, the principle remains the same: success starts long before the doors open.

Start with strategy, not square footage
One of the biggest mistakes brands make is jumping straight to stand design. First, you need absolute clarity on what the event is there to achieve.

Who are you trying to reach? Installers, retailers, specifiers, or distributors? Be specific. A stand designed to attract everyone usually resonates with no one.

The same applies to your messaging. What’s the one thing you want visitors to remember? If you can’t sum it up in one sentence, it’s too complicated.

Clear, measurable goals are also essential. Qualified leads, follow-up meetings or customer sign-ups – defining success upfront makes it far easier to prove ROI once the show ends.

Build a proposition that grabs attention
Exhibitions are busy, noisy environments. To cut through, your stand needs a proposition that’s instantly engaging. That doesn’t mean louder graphics or bigger screens, it means relevance.

The strongest stand concepts are built around a clear story. A story rooted in what your audience genuinely cares about. Product demonstrations and immersive experiences will all help to bring that story to life, but only if they support a cohesive narrative.

The sales journey is equally important. Every visitor interaction should feel intentional, guiding people from curiosity to conversation and, ultimately, conversion. A great stand attracts attention; a great strategy turns that attention into value.

Your people are your brand
Exhibitions are one of the few moments when your brand is represented by real people, face to face. But even the best stand will fall flat if those on it aren’t prepared.

Everyone should be aligned on the core message, confident in the pitch, and clear on how to qualify and progress conversations. Consistency is key. When visitors hear the same story from every team member, trust builds quickly.

Preparation also extends beyond the show itself. Pre-event communications help drive the right people to your stand, while post-event follow-ups are where much of the real value is unlocked. Without a clear plan for both, opportunities slip away fast.

Choose partners who understand KBB
A successful exhibition requires more than strong products and good intentions. It demands the right partners – from stand designers and production teams to agencies that truly understand how the sector works.

Cairn specialises in KBB marketing. We understand the audiences, buying cycles, and commercial pressures brands face, and collaborate with clients to develop strategies and brand communications that deliver real results.

2026 – time to show up and show off
The brands that will stand out in 2026 are the ones who approach exhibitions with strategy, creativity and purpose. It’s no longer enough to hand out tote bags or rely on flashy stands.

Success comes from making a statement, sparking meaningful connections, and keeping your brand in the conversation long after the lights go down.

In today’s KBB market, anyone can show up. It takes mastery to show off.