How to Turn Your Competitor’s Exhibitors Into Your Own
If you’re in event marketing, you already know how tough it can be to secure high-quality exhibitors. The best brands are snapped up quickly, the same names often appear across shows, and standing out in a crowded calendar is no small task.
But here’s something most organisers overlook: your competitor’s exhibitor list is one of the most powerful – and underused – sales tools you’ve got.
Your Competitor’s Exhibitors Are Warm Leads
Think about it: if a company is already spending money to exhibit at another trade show in your sector, they’re not just a good fit – they’re a proven one. They’ve committed budget, they’ve planned their presence, and they believe in face-to-face marketing. These are not cold prospects. They’re warm leads who already value exactly what you’re offering.
Exhibitor lists are often published online. They’re open source, sitting in plain sight. But most organisers don’t do much with them beyond a glance. That’s a missed opportunity.
Company Names Aren’t Enough – You Need the Right People
Of course, simply knowing the company name isn’t enough to fuel a strong sales push. Your team needs to reach the decision-makers – the people who actually approve the stand, sign the contracts, and see the value in exhibiting. We’re talking Heads of Marketing, Sales Directors, Founders, MDs. These are the people who can say “yes.”
If your sales team is trying to make headway with only generic contacts or switchboards, they’re wasting time. That’s where good data comes in – and not just bought-in, off-the-shelf data, but data that’s been built specifically for your goals.
Bespoke Data Builds: The Competitive Advantage
This is where a tailored, campaign-specific data build really shines. Using a competitor’s exhibitor list as the starting point, we can layer in exactly the right contacts at each brand: verified names, titles, email addresses, phone numbers, LinkedIn profiles – even notes on past event involvement if needed.
And crucially, the data is GDPR-compliant, accurate, and built with your specific show and audience in mind. This isn’t just lead generation. It’s lead qualification – on a silver platter.
Smarter Sales Conversations Start with Smarter Data
Armed with this kind of data, your sales outreach becomes sharper and more effective. Instead of generic messages, your team can open with relevance:
“We saw you were at [Competitor Event]. Here’s why [Your Show] could be a stronger fit this year.”
This sort of insight-led approach builds instant credibility. It shows you’ve done your homework, and it positions your event as the natural next step – not just another show to consider.
Real Results: How Organisers Are Using This Now
We’ve seen organisers convert significant chunks of competitor exhibitor lists into bookings – sometimes up to 25% when the messaging and timing are right. One organiser used this approach to fill a sponsorship gap just weeks before launch. Another turned an empty zone on their floorplan into a thriving feature with brands that had never previously considered their show.
It’s fast, focused, and it works.
Final Thought: Don’t Let the Obvious Slip Past
In B2B events, the smartest moves aren’t always the flashiest. Sometimes, they’re about making better use of what’s already available.
Your competitor’s exhibitor list is an open book of potential new clients. All it takes is the right data build – and the right approach – to turn that insight into income.
Want to see what a bespoke prospect list could look like for your show?
Get in touch to book a quick call and I’ll show you how we build these data sets – and how fast you can start seeing results.
