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A big thank you to everyone who joined the ADS South West team for our Farnborough International Airshow (FIA) Masterclass webinar, and especially to our speakers who shared their time, experience and honest advice on how to get the most out of this year’s Farnborough International Airshow.
We were joined by:
- Paul Denny and colleagues – Farnborough International
- Phill Mason – Needles & Pins Aerospace
- Helen Haxell-White – Axe Sharpe Communications
- Tom Nation – Sandler South West
- Simon Howarth – Piran Advanced Composites
The discussion covered everything from event operations and logistics through to sales, marketing, communications and on-stand engagement – offering a really well-rounded view of what success at FIA actually looks like in practice.
FIA 2026: Bigger, busier, more international than ever
We heard just how much the show continues to grow. This year’s FIA is shaping up to be one of the largest yet, with strong international participation and a significant increase in country pavilions – now approaching 30.
The US pavilion alone will be the largest in the show’s history, alongside major representation from countries including, Australia, Brazil, India, Japan, Mexico, and Switzerland.
With the introduction of new infrastructure such as Hall Zero and continued expansion across the site, FIA is very much becoming a “city” during show week, with earlier build activity and more onsite capacity than ever before.
Plan early, use the tools, don’t leave it to chance
A consistent message throughout the session was the importance of preparation.
Whether you’re exhibiting or walking the floor, success at FIA starts well before you arrive onsite. Speakers highlighted the value of:
- Using the exhibitor portal and event manual early
- Securing passes, parking and meeting rooms in advance
- Planning diaries and booking meetings ahead of the show
- Making full use of programmes such as Business Connections Exchange and Enterprise Gateway
- Understanding key deadlines, cost changes and logistical cut‑offs early
The takeaway was simple: the more you plan upfront, more value you unlock during the week.
Be intentional with your time and conversations
From a sales perspective, the advice was clear – Farnborough is busy, fast-moving and full of opportunity, but only if you approach it with focus.
Key tips included:
- Know who you want to speak to before the show
- Avoid relying on chance conversations or “walking the floor”
- Be clear on your objective, whether that’s leads, partnerships or visibility
- Use a simple, consistent message that everyone on your team understands
- Qualify conversations politely so you focus your time where it matters
- Secure follow-ups there and then, rather than leaving it until after the show
- Follow up quickly, ideally within 48 hours
There was also strong emphasis on using pre-show outreach tools like LinkedIn messaging, voice notes and short video introductions to build familiarity ahead of time.
Cut through the noise with clear, authentic communication
The marketing and communications discussion focused heavily on standing out in a very busy environment.
Some of the key advice included:
- Be clear on your “why” for attending FIA—not just the fact that you’re attending
- Build momentum early using LinkedIn and relevant hashtags such as #FIA26 and #FarnboroughAirShow
- There is a large media coverage utilising X during the show, post and engage on there as well at LinkedIn
- Focus on authentic, human-led content rather than over-relying on AI-generated messaging
- Think like a journalist – what’s new, what’s different, and why does it matter?
- Use simple, real-time content during the show, such as short videos or stand updates
- Make use of available marketing toolkits, branding assets and the digital press box. ADS members can access dedicated support and amplification through our comms team: comms@adsgroup.org.uk
- Keep engagement going after the event with follow-up content and thought leadership pieces
The reminder throughout: great communication is about relevance and clarity, not noise.
On-stand behaviour makes a real difference
There was also a very practical discussion around what happens on the stand during the show.
A few honest but important reminders stood out:
- Stay engaged and visible
- Make eye contact, be approachable and actively welcome visitors
- Work as a team and support smooth handovers between colleagues
- Don’t be afraid to politely move on conversations that aren’t relevant
- Stay positive, even during quieter periods
- Use energy and presence to create momentum around your stand
- Keep things natural, people respond to authenticity
- Make eye contact and actively welcome visitors
As one speaker put it, how you show up is often just as important as what you’re selling.
Final thoughts
If there was one overall message from the session, it was this: FIA rewards preparation, clarity and engagement – but only if you actively put them into practice.
The opportunities are there, but the value comes from how you approach the event before, during and post event.
Slides and a full recording of the session will be made available to members via the network portal shortly, so you can revisit the discussion and share it with your wider teams.
DON’T MISS OUT!
We currently have one exhibitor pod remaining, along with a range of marketing and video packages available on the ADS South West stand. If you’re interested in making the most of your presence at FIA this year, please do get in touch with the team.
Contact: SouthWest@adsgroup.org.uk