Timeline for Productive Trade Show Planning

Posted by Bill Barrett in Tips, Trends

The 2016 trade show season is fast approaching. If you’re going to participate, now is the time to start planning. Whether you’re sponsoring, exhibiting, or even just attending, trade shows are big investments that require extensive preparation. You’ll need to begin the process far in advance depending on your level of involvement and the scale of the project.

The Trade Show Network has put together a useful timeline for planning your next trade show booth. Use this guide throughout the preparation stages to help you stay on track and within budget.

1. Annual Marketing Planning. Go over your marketing goals for the next year, keeping in mind your target market and upcoming product launches. Take account of what materials you’ll need, calculate logistics and trade-show related expenses, and use that to create an overall budget.
2. 10 – 12 Months Prior to Event. Establish a theme for the exhibit to help you determine the size of your booth. For large shows, reserve booth space as well as hotel rooms at least 10 months prior to ensure availability and the best possible rate.
3. 8 – 10 Months Prior to Event. Study the exhibitor manual thoroughly. Be aware of all rules and regulations, review deadlines, and keep a calendar of important dates and reminders. Plan out necessary events or meeting times as needed and book airline tickets and transportation as soon as your schedule is set.
4. 6 – 8 Months Prior to Event. Evaluate your exhibit design and the necessary components, including the layout, graphics, and installation of your booth. Schedule promotions and advertisements such as trade magazines, outdoor billboards, and invitations.
5. 4 – 6 Months Prior to Event. Organize all your marketing collateral. Design and order any brochures, promotional items, mailers, and literature you plan to use or hand out during the show.
6. 2 – 4 Months Prior to Event. Order any necessary equipment and services: electrical, cleaning, security, a/v, furniture, and computers are all important aspects. Implement publicity strategies including news releases, press kits, and mailers.

In the weeks prior to the event, put together an emergency backup kit. Backup all data and programs, make copies of important documents, and compile necessary contact information to prepare for any unplanned situation on the day of the show. The main thing to keep in mind is to start the planning process as soon as possible! You’ll save money by placing orders and reserving space in advance, and you’ll make the entire process a lot less stressful.

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