The countdown to InstallerSHOW 2026 is officially on! This week, Rick and Zoe attended the InstallerSHOW Exhibitor Day at the National Exhibition Centre, ahead of the UK’s biggest heating, plumbing and electrical trade show taking place in June.
The event informs exhibitors as to what’s new for 2026, what’s they need to consider before the event and what to expect during the three-day trade show.
It was a great opportunity to hear from the organisers and other exhibitors on what has worked for them in previous years. This year is the 11th running of InstallerSHOW, and it has evolved considerably in that time. If there was one clear takeaway from the day, it’s this: InstallerSHOW 2026 is going to be the biggest and boldest yet!
With 40,000 visitors expected, the show has now expanded into Halls 2 and 3, and 65% of its attendees will visit for the first time. The opportunity for brands is enormous. But this scale brings a challenge: how do you create an exhibitor stand that truly stands out?
After a day packed with presentations, panel discussions and Q&A’s – here are Zoe’s key learnings from the day, and what she believes will separate a good stand from a great one.
1. What does success actually look like to you?
During the panel sessions, one theme kept resurfacing: be clear on your goal.
For many, success is about:
- Building brand awareness
- Starting meaningful conversations
- Generating leads
- Creating memorable moments
When a show reaches this size and energy level, you simply can’t speak to everyone. And you shouldn’t try to.
The most effective exhibitors are laser-focused on their USP and specific audience. They don’t try to say everything.
2. Design your stand for interaction
Bold visuals matter. In a busy hall, you need to catch the eye of your desired audience. The most memorable example shared on the panel? A toilet-themed game where visitors “tossed a turd.” It sounds simple, but it created energy, laughter and queues. Excuse the tradie humour!
For new exhibitors especially, having something on your stand that actively involves visitors is critical.
For example:
- Demonstrations
- Games
- Live challenges
- Interactive screens
- Immersive storytelling
And if you’re showcasing a product? Make sure the person talking about it truly knows it inside and out. Having “Key people on the stand that know the product” was repeated more than once. Installers want to know the credentials and technical specifications of products, so have them to hand.
3. First impressions matter
Your stand needs to flow, and you need a good, passionate team on hand. A valuable takeaway for any exhibitor is installer data, but, one of my biggest insights was this: it’s not just about the scan; it’s about the conversation.
“Speak and engage before you scan.”
Start with a simple: “How are you?”
Not: “Would you like a freebie?”
InstallerSHOW is the biggest event in the industry, and it’s jam-packed. Installers and goers from last year have expressed a desire for a place to settle, calm down and “Take a break from the madness”.
When you slow someone down, you create the opportunity for meaningful conversation. Have a friendly, approachable person at the front who can guide visitors to the right rep and avoid overcrowding the stand with too many staff.
4. Rethink your freebies
The industry is talking seriously about decarbonisation. Installers are no longer interested in wasteful merchandise.
So, make it useful, make it visible and make it considered!
Discount cards for first purchases were highlighted as a smart choice, along with practical items that people actually use and therefore, outperform throwaway plastics every time.
Your merchandise should reflect your brand values, and if sustainability matters to you, it should show.
5. Explore the show yourself!
New features like “Futures” (focused on the next-generation and the future of the industry), the Brand Ambassadors Hub, and the Kitchen Fitting Arena (covering tiling, flooring, plumbing and heating) show the direction of travel. The interactive “House” feature is also returning.
My advice? Don’t just work the show. Explore it. Walk the halls. Understand the energy and see what others are doing well.
Also, don’t forget to wear good shoes, hydrate, and have fun!
7. The follow-up is important, but not urgent.
The event may last three days, but it’s non-stop! Visitors need to digest what they have seen before you send any follow-up communication. If you have collected data on the first day, don’t sell to people on the second day. Communications that occur whilst installers are still at the show will fall on deaf ears.
Take a step back, enjoy the show and follow up within a week or two after the show with targeted and useful communications.
Final thought: Be Brave
The most powerful advice of the day? Be brave and try something different.
In a show that’s bigger than ever, blending in is the biggest risk of all. You can learn more about how to create a marketing strategy that has a lasting impact by downloading our free guide to trade show marketing.
We will see you there!