Lee Lovett, founder of Soho Lighting, shares an inspiring Decorex exhibitor testimonial that demonstrates the transformational power of strategic trade show participation. Since first exhibiting in 2022, Soho Lighting has returned to Decorex year after year, achieving measurable trade show ROI and building invaluable industry relationships. This exhibition success story offers practical insights for both new and returning exhibitors looking to maximise their investment in premium design events.

Understanding the Decorex experience

What Initially Attracted You to Exhibit at Decorex?

Decorex was always a great aspiration for our business. I actually applied twice before being accepted - I was initially turned down because the company wasn't ready yet. At that time, we only had a couple of switches and sockets and about five lights in our collection.

But I was determined to exhibit at Decorex because of its reputation as the epitome of interior design brands. It represented exactly where we wanted to position ourselves in the market, and I knew that being part of Decorex would validate our brand and open doors that would otherwise remain closed.

How Has Your Experience at Decorex Evolved Over the Years?

The experience has gotten better and better each year - genuinely transformational for our business. What particularly stands out is Decorex's sustainability focus. Decorex was the first event we were involved with that genuinely cared about sustainability and took action rather than just talking about it.

I remember in our first year witnessing stands having plumbers put through them after the event, and I was shocked. That wouldn't happen now. Everybody's stand is assessed to ensure it's going somewhere useful and not ending up in landfill. This commitment to sustainable practices aligns perfectly with our brand values.

Can You Share Any Memorable Moments from Exhibiting at Decorex?

One of the biggest highlights has been our evolving relationship with the Historic Royal Palaces. They approached us at Decorex in year one, but I felt we weren't ready. They approached again in year two, and I still felt we weren't quite ready. In the third year, we finally partnered. 

This opportunity would never have happened without Decorex - it brought opportunities we would never have had access to otherwise.

Measuring ROI and business impact

How Has Exhibiting at Decorex Contributed to Your Business Growth?

Decorex transformed our business - I can say that categorically. In our first year, I was extremely nervous about the investment and worried about the financial commitment. However, the event exceeded all expectations.

The badge scanner has been invaluable for tracking customer engagement and measuring our return on investment. We can categorically track our investment in Decorex to customers who purchase from us or become lifelong customers. This makes the impact tangible and measurable with concrete evidence, not just anecdotal success stories.

Can You Share Specific Examples of Lead Generation and Partnerships?

The Historic Royal Palaces partnership is our most significant example. This relationship is now instrumental in our brand strategy and would never have materialised without our presence at Decorex.

Beyond major partnerships, we meet new potential customers every single year. We've never had a year where we felt we'd seen everyone before or that everyone already knows about us. Even our existing customers benefit from seeing the new products we launch at each Decorex, keeping them engaged with our evolving collection.

What Kind of Audience Do You Engage With at Decorex?

Our business is approximately 60% trade B2B and 40% B2C. Decorex is fantastic for the B2B market, including trade architects, interior designers, and specifiers. The event also attracts focused consumers who want to see what's new and then discuss options with their architects.

I particularly value the students who attend - they're inspirational with great ideas. I ensure our entire team spends time with students because they represent future clients and bring interesting insights that influence our product development.

Have You Seen Measurable Trade Show ROI from Exhibiting at Decorex?

Absolutely. Every single year of Decorex has delivered measurable returns and gotten better for us. For the first three years, we didn't have a showroom, making Decorex the only place people could see and engage with our products in person. This was transformational because people could experience the quality firsthand, which is impossible to convey through the internet alone.

We also use Decorex strategically to test products. We bring out certain products or lighting concepts we're unsure about launching, gathering feedback, views, insights, and ideas from visitors. This feedback influences our product development and focus for the following one to two years. Sometimes it even leads to decisions not to launch products that people didn't respond to positively.

Building Relationships and Networking

How Has Decorex Helped You Build Industry Relationships?

Decorex has been amazing for building relationships and developing brand collaborations. The exhibitor party on Sunday night is fantastic for getting off the stand and connecting with everybody. I also participate in panel talks, which have been terrific networking opportunities.

Even the build period is brilliant for brand connections - there are valuable moments during stand construction when you can connect with neighbouring exhibitors and suppliers in a more relaxed environment.

How Would You Describe the Networking Opportunities Compared to Other Events?

The networking at Decorex is unmatched in our industry. We also exhibit at the Chelsea Flower Show, which attracts about 120,000 people and is superb for us, but it's much more B2C-focused (60% B2C, 40% B2B). Chelsea is a great event but harder than Decorex because it runs for six days, from seven in the morning until nine at night. I joke that we come to Decorex for a rest after Chelsea Flower Show!

What makes Decorex special is the quality and focus of the attendees. Everyone there is serious about design, whether they're specifiers, designers, or discerning consumers. The conversations are deeper and more meaningful.

Marketing and Brand Exposure

How Does Decorex Help You Showcase Your Products to a Wider Audience?

For our first three years without a showroom, Decorex was our primary showcase opportunity. It allowed people to experience our product quality in person, which completely changed how they perceived our brand.

We've also developed brand collaborations on our stand to promote our presence at Decorex not only through our own following but through the followings of all collaborative brands used to create the stand. Within the stand build, there are rich stories of how we're all connected, celebrating sustainable products, Made in Britain credentials, British manufacturing, and real creative artisan making.

What Marketing Strategies Have Been Most Effective?

In our first year, I took advice about engaging with people walking past the stand and created big tote bags. These have become renowned and popular because they're practical for carrying samples - though I acknowledge this might not be something to share too widely as it's become a competitive advantage!

More importantly, our stand displays the culture of our business. We have a fabulous team that is engaging, passionate, fun to be with, and knowledgeable. The stand is packed and heaving in all the best ways, and I attribute this success not just to having great products, but to having a team that creates an amazing atmosphere.

How Does Decorex Help You Differentiate Your Brand?

Being part of Decorex immediately positions us among the premium interior design brands. The event's sustainability focus aligns with our values, and the quality of exhibitors and attendees reinforces our brand positioning.

We're part of Made in Britain and make and design everything ourselves, so we don't buy from other exhibitors but focus on partnerships and collaborations instead. This approach allows us to tell authentic stories about British craftsmanship and sustainable manufacturing.

Reasons for returning year after year

What motivates you to return to Decorex annually?

The results speak for themselves. Every year has been better than the last, both in terms of business outcomes and the overall experience. The measurable ROI, the quality of connections, the product testing opportunities, and the brand positioning all combine to make Decorex an essential part of our annual marketing strategy.

The Decorex team's support and the event's genuine commitment to sustainability also make it a pleasure in, not just a business obligation.

What would you say to convince a potential exhibitor to invest?

I would tell potential exhibitors that they will get their investment back many fold. In my first year when I was nervous about the commitment, another exhibitor told me it would be transformational and would absolutely grow my business. That exhibitor was 100% right.

I can only speak from personal experience, but every single year of Decorex has gotten better for us. If you're serious about positioning your brand in the premium interior design market, Decorex is not optional - it's essential.

Are there any features of Decorex that are unmatched by other events?

The sustainability focus is genuinely unmatched. The quality and focus of the audience - from trade professionals to students to discerning consumers - creates an environment where meaningful business relationships can develop. The support from the Decorex team throughout the process, from application through to post-event follow-up, is exceptional.

Advice for New Exhibitors

What Advice Would You Give to First-Time Decorex Exhibitors? 

Always engage with people in the aisle - do not sit back in your stand. No phones, no laptops on the stand during show hours. Be very passionate about what you're doing, as that passion will come across to visitors.

Talk to people and ensure you're really present. People can walk past quiet stands and see someone on a laptop or behind a desk, but you need to make people feel welcome to come in.

Always collect data from customers. Check they're okay with being contacted afterwards, and ensure every customer on the stand is asked for permission before scanning their badge. Our team has an internal competition on who scans the most people, with those having the least scans arguing they have better quality conversations - it keeps everyone engaged and motivated!

Are There Any Strategies That Have Helped You Maximise Success?

Product testing at Decorex has been invaluable. Don't just bring your established products - bring concepts you're considering launching and gather real-time feedback from your target audience. This intelligence is worth its weight in gold for product development.

Also, invest in your team's presence at the event. Our stand's success isn't just about products - it's about the energy and knowledge our team brings. Make sure everyone is trained, enthusiastic, and empowered to have meaningful conversations with visitors.

Future Improvements and Industry Adaptation

Are There Any Improvements You'd Like to See at Decorex?

I'd love more options for exhibitors to have panel talks in spaces that aren't pushed to the back of the hall where no one knows where they are. This year, I'll only do panel talks if invited by one of the main speakers because it's not worth leaving our busy stand to talk to five people in a room that wasn't advertised and wasn't on the agenda.

I should distinguish this from the Green Room panel talks, which had a nice space, were properly advertised, and worked really well.

Could There Be More Marketing Collaboration Opportunities?

There could be more marketing opportunities through Instagram and newsletters. Even now, we have new technologies gearing up to launch at Decorex, and there could be teaser campaigns or more collaborative marketing efforts in the build-up to the event.

I understand Decorex works with Wildwood, their PR agency, and exhibitors can send press releases, collaborative sessions, or teasers about launches to be worked into their campaign. More exhibitors should take advantage of this opportunity.

How Has Decorex Adapted to Industry Trends?

The sustainability initiatives demonstrate Decorex's commitment to adapting to industry priorities. The social media presence has also grown significantly - they used to have about 60,000 followers and now have 80,000. Instagram is their biggest channel, and they maintain it year-round with a photographer on site providing pictures of products and show images.

This year-round engagement, rather than just focusing on the event itself, shows Decorex understands modern marketing and the need for continuous brand presence.