Motive Exhibitions shares what experiences EdTech brands should focus on when planning their exhibition stand for Bett UK 2027 at ExCel London, covering stand objectives, audience zoning, interactive elements, and the briefing process. Bett UK 2027 runs 20-22 January 2027 at ExCel London.
If you’ve exhibited at Bett UK before, you already know the value and scale of the show. What you might be asking yourself- especially if last year could have gone better- is what the brands that consistently do well at Bett UK are doing differently.
“It’s rarely about spending more. It’s about planning, knowing what you want to get from the show and designing an exhibition stand that attracts your prospective customers rather than just filling a space,” says David Hennessy, Managing Director, Motive Exhibitions.
Here’s what to think ahead of Bett UK 2027, which takes place 20-22 January 2027 at ExCel London.
Start with what you need the exhibition stand to do
The best results at Bett UK come from getting specific early. Every exhibitor’s brief is different, but the questions worth asking yourself before you start include: what do you actually need the space to do? Are you there to run product demos, host meetings with decision-makers, launch something new, or a combination of all three? How many staff do you need on the stand at any one time? What does a good day look like – and what does a great one look like? These are just some of the things that will influence your brief and ultimately the exhibition stand you get on the show floor.
An exhibition stand that looks impressive but funnels visitors past your team without stopping isn’t doing its job. Equally, a stand trying to say too much and appeal to everyone will stop no one. “No one is going to stop and read reams of copy on your stand in a busy exhibition gangway – they just aren’t. You’ve seconds to capture their attention,” says David Hennessy.
Know who you’re designing for at Bett UK
Bett UK 2026 welcomed over 37,000 members of the global education community – including 14,000 education decision-makers – with 700+ exhibitors from across 130 countries. The audience spans headteachers, curriculum leads, IT managers, MAT procurement teams, policymakers, and EdTech investors. They move differently around a show floor and they want different things from the exhibitors they stop at.
A headteacher is browsing with intent but time-poor. A procurement lead might want 20 minutes with your team – but needs somewhere quieter to have that conversation.
A well-designed exhibition stand at Bett UK reflects all of this. A clear entry point for browsers. A demo area that’s easy to observe before committing to it. A zone where longer conversations can happen away from the passing traffic on your stand. Getting the zoning right is often a great way to showcase multiple products or talk to different audiences without it feeling cluttered. “This can be the difference between a show full of passing interest and one that fills your pipeline,” says David Hennessy.
Use the venue to your advantage
Where you sit on the floor plan matters at ExCeL London. Exhibition stands near the speaking stages pick up footfall from visitors moving in and out of sessions. Smaller exhibition stands near the toilets, cafes and refreshment areas catch people when they’ve got a moment to stop. If you’re in a quieter corner, lighting becomes your best tool – a well-lit exhibition stand pulls people in from distance in a way graphics alone can’t.
Height matters too. Space-only exhibition stands can build to 6 metres, and for extra height and visibility, suspended branding rigged from the roof is possible – although it does come at a cost. Whether it’s a double-deck build or bold graphics that visitors can read from the end of an aisle, designing for visibility at distance is worth thinking about from day one.
Find out more about exhibiting at ExCeL London.
We saw some genuinely impressive credentials almost hidden in plain sight. If you’ve worked hard enough to earn a Made in Britain mark or an industry accreditation, put it where people can actually see it.”
David Hennessy, Motive Exhibitions, Managing Director
It’s not all about demos
EdTech is a sector where letting people get hands-on with your product is often the most effective sales tool you have. But interactive isn’t just about demos.
We’ve built exhibition stands for exhibitors featuring arcade games, milkshake bars, ice cream parlours and branded games tied directly to the client’s product. Some of the most creative stands we’ve designed have been for business shows rather than consumer ones – don’t think you can’t be creative just because it’s a trade event.
A spin-the-wheel with a simple prize draws a crowd and is relatively cheap to run – a branded chocolate bar goes a long way as a prize. Giveaways work when they’re genuinely useful too – branded samples, quality coffee, a reusable mug people will actually keep.
What you include on your stand will influence your staffing. A demo needs someone who knows your product inside out. A crowd-drawing game can be run by agency staff. A meeting zone needs a reception point – somewhere visitors can be welcomed and offered a drink while they wait. Think about the experience from the moment someone steps onto your exhibition stand to the moment they leave, and who’s going to deliver that across each of the three show days.
Additional power, AV setup and equipment compliance sign-off all need planning ahead of time – that’s something we’ll take care of for you. We’ve also put together a guide to choosing the right exhibition stand staff if you’re thinking about how to resource the show.
A demo that nobody can see from the gangway is a missed opportunity. At a show like Bett UK, you’ve got seconds. Position matters as much as the demonstration itself.”
David Hennessy, Motive Exhibitions, Managing Director
The brief: the step that gets skipped
A good brief is the single biggest thing you can do to improve your exhibition stand – and it’s the step most people rush or skip entirely.
“We spend time on those initial calls and meetings really understanding what the marketing and sales team want to achieve from the show, and what they felt they missed out on last time – if they’re new to working with us,” says David Hennessy, Managing Director, Motive Exhibitions.
A good brief covers what success looks like for you, who your visitors are and what you want them to do, what has and hasn’t worked at previous shows, any brand or compliance requirements, and the practical constraints – budget, stand size, shell scheme vs space only, whether you want a demo area or plan to offer coffee, as both will affect the power you need on the stand. That’s not something you can add on the day – it has to be pre-booked.
We’ve put together a free stand briefing guide that walks you through every step. Download it here before you start talking to any stand builder.
We can use our expertise and knowledge of what has worked with similar sized stands and objectives to get you the results you want.”
David Hennessy, Motive Exhibitions, Managing Director
When to start planning for Bett UK 2027
Bett UK 2027 runs 20-22 January at ExCeL London.
“Exhibitors start looking from mid-summer onwards to get the best exhibition stand contractors for Bett UK and to give themselves time to plan, budget, and get the brief right,” says David Hennessy, Managing Director, Motive Exhibitions. “Whether that’s a hired exhibition stand, a modular build or a fully bespoke design, getting in early gives you the best options.”
Working backwards:
- August/September 2026: brief finalised and stand builder appointed
- October/November 2026: design approved, production underway
- December 2026: pre-build and sign-off in our workshop, logistics confirmed
- January 2027: installation at ExCeL London, show days 20-22 January
“December and early January are when we’re into the final stages – getting exhibition stand pre-builds done in our workshop so our Bett UK exhibitors can come in and see it in person, and have complete peace of mind knowing exactly what’s going to be installed at ExCeL,” says David Hennessy. “At the end of a busy Bett UK show, you can leave to follow up all your leads whilst we dismantle your stand, pack up your merch and bring it all back into storage ready for next time,” he adds.
The earlier you start, the better your options – on design, on contractors, and on budget. Leave it late and you’re making compromises you didn’t need to make.
Ready to make Bett UK 2027 your best show yet?
Motive Exhibitions designs and builds exhibition stands for EdTech and education brands at Bett UK and across the UK exhibition calendar. As a Made in Britain member, everything we build is manufactured in our own facility. If you want to talk through your plans for Bett UK 2027, get in touch with the team at Motive Exhibitions or visit our Bett UK exhibition guide.
Motive Exhibitions, 3 Orion Court, Ambuscade Road, Colmworth Business Park, Eaton Socon, St. Neots, PE19 8YX
