Graphic Mill Takes on
B2B Marketing Live
at Excel London
Posted by Richard | 09/12/2025
We recently packed up and headed to the capital for B2B Marketing Live at Excel London. It was a fantastic opportunity for the Graphic Mill team to showcase our latest exhibition stand designs, connect with marketing professionals from across the industry, and experience the energy of a major London show.
Walking the Walk
Our sales team headed to the show to live the full exhibiting experience first-hand. By stepping into our customers’ shoes once more, we were able to spot potential pain points and challenges that exhibitors face.
It also gave us the perfect environment to work on our own lead generation techniques, testing real-world scenarios to see exactly what works and what doesn’t on a busy show floor.
A Refined Brand Experience
We designed and built our exhibition stand as a continuation of our new brand identity, focusing strictly on our black, white, and blue colourways. The structure was a taller, more refined version of the stand we built for the West Country Business Show earlier this year.
By intentionally reusing elements, we highlighted the value for investment that modular exhibition stands offer. It also demonstrated our green credentials by showing how high-quality graphics and structures can be repurposed effectively for different spaces without compromising on impact.
Interactive Games and Digital Integration
We brought some exciting interactive elements to drive engagement, including:
The Giant Slingshot
This was a huge success. The unique noise of the slingshot captured attention across the hall, and we found that competitive marketing managers were eager to try their luck for the Lego R2-D2 top prize. To streamline the process, we used an in-house developed digital scoreboard fixed to a nearby display plinth for data capture.
The “Take a Stand” Experience
We showcased 3D printed models of exhibition stands that interacted with a digital screen. When presented to the display, the screen showed key information and photos of the completed project. This was a fabulous way of getting visitors to engage with a physical item while enriching the interaction with digital data.
Standing Out in the Hall
We included several additions to ensure the stand caught the eye. A high-level illuminated Graphic Mill logo was mounted to the angled store room wall, beaming our brand across the hall. We also included a second digital screen playing our sizzle reel to provide a constant sense of movement and help visitors immediately get a feel for what we do.
To ensure the team looked as sharp as the stand, we invested in custom embroidered Graphic Mill overshirts in blue. These provided consistency between the staff and looked very sleek, fitting the professional feel of the stand perfectly.
Built for Success
Preparation was key to the success of the show. To make the stand, we used our Aluvision modular exhibition stand framework which create a custom-look space with a high quality finish. The stand was pre-built at our Wiltshire HQ, just like all of our projects, to ensure a smooth installation in the hall. Our production design team created the detailed technical drawings and equipment lists required for the build, while our project management team handled all risk assessments, health and safety documentation, and method statements.
Our Top Takeaways from the Show
After a busy and productive event, here are our top tips for getting the most out of your next exhibition:
Make the most of being there
Don’t sit on your laptop or phone. Stand up, smile, and be engaging to capture the eye of those walking past. It is hard work standing all day, but it is worth it.
Drive engagement with a game
People love a competition. Having a fun game draws in the crowd and provides an easier, more natural method of starting conversations with potential leads.
Don't leave early
If the show is a bit slower near the end of the day, keep going right through. You never know who might be hanging around until the crowds have died down, and it is worth staying to catch those last-minute opportunities.
Watch the theatres
Make sure you are paying attention to when the seminar talks finish. There is usually an influx of people walking around when a talk ends, and that is when you should be fully engaged and ready to talk.
Ready for Your Next Show?
Exhibiting at B2B Marketing Live reaffirmed just how powerful face-to-face marketing can be when you have the right stand to back you up. Whether you need a modular solution that can be repurposed for multiple events or a custom build designed to turn heads, we are here to help. If you would like to discuss how we can bring your brand to life at your next exhibition, get in touch with our team today.
Ready to get started?
A free consultation with our team will give you a clear roadmap of costs, timelines, and fresh design ideas guaranteed to make your brand the main attraction.
Ready to start? Book a meeting with our exhibition specialists, Miles 📅 or Ben 📅 at a time that works for you.
Prefer to talk now? Call us on +44 (0)800 4647974 or email us at hello@graphicmill.co.uk
