| Next edition | Sep 2026 · ExCeL London |
|---|---|
| Starting price | £3,950+ |
| Venue | ExCeL London |
| Next edition | Sep 2027 |
| Marketers | 10,000+ |
| Exhibitors | 200+ |
| Quote turnaround | 48hr |
Technology for Marketing Stand Builders: ExCeL Logistics, the Marketing Buyer, and What Wins Demos
Technology for Marketing is the UK's leading marketing and AI event, held each September at ExCeL London and co-located with eCommerce Expo. It draws over 10,000 B2B and B2C marketing professionals to 200-plus MarTech and AI exhibitors across content, lead generation, analytics, customer experience, data and automation.
The audience is evaluating tools to do their marketing better — more reach, better data, smarter automation, measurable return — so the brief is demonstrate plus capture: show the platform doing something useful, say clearly which marketing problem you solve, and turn two busy days into qualified, booked conversations. A stand that just describes the product loses to one that shows it working.
It's a sharp, ROI-minded crowd, so a clear demo and real proof do most of the persuading.
For a martech or AI vendor that means designing for a marketer judging tools the way they judge campaigns: prove it fast, then give a marketing leader somewhere to sit and see the fit. The vendors who win here lead with a working demo, not a brochure.
Building at ExCeL London: the rules that shape your stand
ExCeL is a pillar-free hall with around 10m of clear internal height, but your stand does not get all of it. For space-only stands the working height limit at most ExCeL shows is 6m, and anything ExCeL classes as a complex structure — double-deckers, heavy suspended elements, long unsupported spans — triggers a formal sign-off you need to budget time for, not just money.
Complex designs must be submitted with engineering calculations applying a minimum factor of safety of 1.5. An independent structural engineer reviews the drawings and, if satisfied, issues a Certificate of Structural Adequacy at design stage, which releases your Certificate to Build; the same engineer inspects the stand on site during build-up before you can open. Miss a calculation or submit late and you do not build.
Overhead rigging is controlled tightly: all primary rigging to the ceiling is installed exclusively by ExCeL's own team, ordered through ExCeL's webshop and confirmed around 28 days before tenancy for the advance rate. Lightweight static items hang from drop wires up to 50kg; heavier loads are separate, costlier orders.
The smaller rules catch people out too: platforms above 170mm need ramped, accessible access; solid walls along an open gangway edge are generally not allowed; only water-based paint may be used on site; and every structure must be fully self-supporting. We design to all of this from the first sketch and submit the venue paperwork, so the build you approve is the build that opens.
What a winning martech stand needs
The strongest stands lead with a working demo, not a slogan. We position screens and demo stations so a passer-by sees the platform in use — a campaign, a dashboard, an AI workflow — state the problem you solve and for whom in one clear line, and build structured lead capture into the flow. A comfortable space to walk a marketing leader through the product earns its place, because the decisions here are considered and budget-led.
Practical detail decides whether the demo lands: screens placed to beat a bright hall's glare, audio that carries cleanly, and power and connectivity sized with headroom so a live SaaS demo never stalls in front of a prospect.
Where your tool shows best on a real campaign, dataset or AI workflow, we build that into the demo, because a marketer trusts seeing it run on recognisable work far more than a feature list.
Designing for marketing buyers
Marketers scan for relevance and proof, so the stand has to qualify visitors for you: messaging that makes plain which part of the marketing stack you improve — content, data, CX, automation, analytics — so the right professionals stop and the rest self-select out. We design a clear path from a short demo hook to a seated conversation, with a natural handover so your specialists spend two days on the right prospects.
Proof carries weight — a real uplift, a recognisable brand using you, a live workflow — so we design space for evidence rather than for marketing copy, fitting for an audience that judges marketing for a living.
We also keep the message tight, because on a floor shared with eCommerce Expo a stand that says one clear thing is found by the right marketers far faster than one trying to speak to everyone.
What a Technology for Marketing stand costs
A turnkey stand typically runs roughly £3,950–£12,500 for a compact custom build, £12,500–£28,000 for a mid-size build with demo space, AV and a meeting area, and £28,000 and up for a flagship island. The quote is turnkey — design, build, AV mounting, lighting, delivery to ExCeL, install, dismantle and the rigging and electrical paperwork are all included — and the AV count, connectivity and bespoke joinery move the number most.
What you don't pay extra for is in the turnkey figure — material handling, electrical, rigging — so your budget goes on the demo and design that win marketing buyers, not on surprises.
Stand sizes and layouts
Stands run from compact spaces for first-time and start-up vendors up to large islands for established platforms. The layout balances demo visibility with meeting capacity: an open island pulls traffic, while a part-enclosed layout protects scheduled conversations. Open sides multiply the aisles your demo is seen from across two days, so we orient the key screen and entry to the busiest routes.
Because the floor is shared with eCommerce Expo, we make your message clear to the marketer you want amid a broad digital crowd, so the right buyers find you fast.
Open island positions also help a martech brand be seen and approached from the busiest routes across the co-located halls.
Getting into ExCeL: build-up timing
Technology for Marketing sits in a busy September slot at ExCeL, so material-handling, rigging and the electrical contractor book up early and late orders attract surcharges. We confirm your space-only window, order rigging at the advance rate (around 28 days out), coordinate power and data for live demos with the appointed contractor, and crate to a slot that lands the stand finished and tested before doors open.
We design the electrical and data layout around your live platform from the start, because reliable connectivity is far cheaper to plan in than to add on site — and a demo that drops out in front of a buyer does real damage.
Reusing your stand between editions
The show is annual and most vendors return, so we build on a modular core, store it and refresh the graphics and demo configuration for each year's product. That keeps cost down and lets the stand track a fast-moving roadmap, and we keep your demo, power and data plan and contractor orders on file so each year's build starts from a known, working setup rather than a rebuild.
We also keep the demo current between editions, because martech and AI move fast and last year's screens undersell this year's product — so each September is a refresh, not a rebuild.
Next step for your Technology for Marketing stand
Send us your space size, hall position and goals for Technology for Marketing. You'll get a custom 3D concept and a fixed, all-inclusive quote within 48 hours — designed to ExCeL's rules, with structural sign-off built into the timeline if your design needs it. We build in-house and install at ExCeL London, so the stand you approve in the rendering is the stand that opens.
We also design and build exhibition stands for other major UK shows — see the full show calendar for retail tech, ecommerce & marketing and beyond, all with the same in-house team, fixed all-in pricing and full venue paperwork.