You don’t need a stand to stand out

Yorkshire-based digital marketing agency Sowden & Sowden showed that you don’t need a glossy exhibition stand to make a splash. 

At FutureScape 2025 the agency’s guerrilla-style creativity proved that smart ideas and sharp activation can get you noticed, even in a hall of 9,000 professionals. 

The ‘lanyard takeover’ 

Rather than invest in a static stand, Sowdens embraced the humble neck-strap as a Trojan horse for their brand. 

  • The agency served as the official Public Spaces Expo lanyard sponsor, giving their bright-yellow branding a front-row seat on every visitor 
  • The team roamed the halls in oversized yellow lanyard sashes, turning heads and sparking conversations 
  • Visitors were invited to drop their business cards for a chance to win a £100 Amazon voucher 
  • Branded carpenter’s pencils, a playful nod to the construction and landscaping trades, carried a QR code linking to a free digital marketing audit 

“We’ve always believed that you don’t need to out-spend to out-shine,” said Polly Sowden, Director at Sowden & Sowden. “Events are pivotal, but too often companies leave with sore feet and very few real leads. We wanted to show, with a bit of Yorkshire spirit and humour, that bold ideas – not big budgets – are what cut through the noise and spark the right conversations.” 

Ryan Thomas, Account Director, added: “When everyone’s fighting for attention, the smallest touchpoints can be the most powerful. The lanyard is literally hanging round everyone’s neck – so why not own it? Our team had dozens of meaningful conversations with prospects who’d never have set foot on a stand otherwise.” 

Pedigree and proof 

With more than 43 years’ experience delivering award-winning marketing for some of the UK’s leading names in construction, landscaping, energy and manufacturing, Sowdens has a proven track record of helping businesses stand out.  

For over four decades, we’ve helped some of the biggest names in construction, landscaping, energy and manufacturing stand out – from Vuba and Easihold to Arbor Forest Products and the Aura Innovation Centre. 

Our work has launched challenger brands into the FEBE Growth 100 and delivered a 3,373% ROI on marketing investment – proof that smart, creative strategy pays off. 

From landscapers to housing developers, FutureScape 2024 attracted over 9,000 attendees and similar numbers were expected at the 2025 event. 96% of the 2025 exhibitors were re-bookings, underlining the consistent strength of engagement at the event. 

Sowdens’ own activity achieved: 

  • Over 100 meaningful conversations across the two-day event 
  • An influx of free digital marketing audits booked 
  • Brand visibility in front of every delegate in the hall 

Lessons for exhibitors 

Sowdens distilled four decades of event know-how into five clear tips: 

  1. On your marks – success starts before you arrive with a targeted digital push. 
  2. Stand out – don’t wait for buyers to come to you. 
  3. Love thy neighbour – other exhibitors may be future customers. 
  4. Set goals – arrive with clear KPIs and a trained team. 
  5. Follow up, follow up, follow up – the show is just the start. 

“We wanted to take our own advice,” added Polly. “Plan before you go, be bold on the day, and move fast afterwards. That’s how you turn a lanyard into leads.” 

For industries facing growing pressure to deliver greener, smarter, more accessible public spaces, the message from Yorkshire was clear: creativity counts. 

Businesses who missed the show can still take advantage of the free digital marketing audit offered by Sowdens – providing practical insight into how their campaigns are really performing. 

To find out more or book your audit, visit sowden-sowden.co.uk/futurescape