Trade Show Preparation Timeline

By Sandy Flom
CEO, Extraordinary Show Productions Ltd.

Planning ahead and timing are critical when preparing for any trade show. Although deadlines and logistical details can seem overwhelming, you can maintain control by developing a timeline to keep yourself and your trade show project on track while minimizing your exhibiting costs.

Use the following as a guideline to prepare for your tradeshow. Tailor the suggested time frames and tasks to create your ideal timeline based on your circumstances or project complexity.

12 Months Prior

Determine the purpose of participating in the trade show and your exhibit strategy
Choose exhibit booth space after studying floor plans and anticipated traffic patterns
Review booth space contract
Mark your calendar with deadlines for booth space deposit and balance payments
Confirm what the booth space includes (pipe and drape, table, chairs, wastebasket, vacuuming, etc.)
Request clarification from show management on anything you don’t understand
Submit booth space application and first payment
Develop trade show budget

Six Months Prior

Determine exhibit goals and objectives
If you own exhibit properties, determine which display will be used and if modifications, additions, or refurbishments are required
If a new exhibit is needed, begin design
Communicate exhibit plans to your exhibit house (trade show name, venue, dates)
Plan marketing activities including advertising, pre-show direct mailers, e-mail campaign, hotel room drops, hotel room key cards with your logo, taxi or bus billboards, sponsorships, etc.

Four Months Prior

Determine staffing requirements and select booth staff
Reserve hotel rooms, air travel, and rental cars
Finalize exhibit design if developing a new exhibit or modifying or adding to an existing exhibit
Begin development and design of new booth graphics
Determine products to be displayed as well as collateral and giveaways required
Provide basic show information to your transportation company and booth installation/dismantle service provider (show name, venue, dates, etc.)

Three Months Prior

Read exhibitor service manual carefully and note all rules, regulations, and deadlines including:

Due dates for advance order discount rates on show site services (electrical, internet, lead retrieval, carpet rental, furniture rental, booth cleaning, floral, etc.)
Exhibit move-in and move-out dates and times
Target exhibit move-in schedule and restrictions
Last day that exhibit materials can arrive at the advance warehouse without surcharges
Due date for exhibitor-appointed contractor notification
Deadlines for free publicity in the exhibitor show guide

Plan any in-booth live demonstrations or presentations
Plan hospitality events and/or press conferences and reserve meeting rooms
Schedule first pre-show meeting and distribute show plan to staff

Two Months Prior

Order staff badges
Submit show site service orders to take advantage of advance order discount rates
Follow-up on promotions; confirm due dates
Prepare press kits
Develop custom lead tracking forms and plan lead processing procedures
Confirm travel dates and hotel needs with staff; adjust reservations as needed
Develop booth staff briefing kit and schedule booth staff training

One Month Prior

Preview new exhibit or modifications or additions to existing exhibit
Preview new portable display if applicable
Finalize booth graphic design
Confirm shipping arrangements for exhibit properties and promotional materials; ship materials by target ship date to avoid expedited shipping costs; consolidate trade show materials whenever possible to avoid additional drayage costs at show site
Confirm installation and dismantle schedule with your service provider
Distribute booth staff briefing kit including show dates and staffing schedule
Hold pre-show briefing meeting in the office
Schedule briefing meeting to be held in the booth at show site
Assemble your trade show kit to include:

Copies of advance orders for services including copies of checks or credit card payment receipts
Contact information for all vendors including emergency contact phone numbers
Shipping manifest and return shipping labels
Contact information and travel logistics for all booth staff
Digital copies of booth graphics in the event damaged graphics need to be quickly reproduced locally

Upon Arrival at Your Trade Show:

Confirm that your exhibit freight has arrived (all of it) and is in or near your booth space
Confirm booth staff and meeting room reservations with hotel; confirm any catering orders
Confirm electrical and internet services ordered are in place or determine placement schedule
Supervise booth setup or check-in with your booth setup supervisor
Hold pre-show briefing and training for booth staff the day before the show

Review agenda, purpose of show, demonstrations, rehearsals, show specials, etc.

During the Trade Show

Reserve your booth space for next year’s trade show
Conduct daily meetings with booth staff; collect feedback on booth effectiveness, show traffic, etc.
Confirm arrangements for booth dismantle and post-show shipping
Plan for smaller shipments returning to your office
Plan for leads distribution to appropriate sales staff following the show
Audit general contractor, electrical, and other show site service invoices
Pickup pre-printed outbound Material Handling form from general contractor

Post Trade Show:

Supervisor booth dismantle and repacking or confirm post-show instructions and logistics with your dismantle supervisor
Distribute leads
Debrief booth staff
Measure and analyze results of the show and your booth
Send thank-you notes to booth staffers and service providers
Audit and process unpaid invoices
Finalize show budget

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