Trade Show Checklist
Your 12-month trade show exhibitor checklist and planning guide
Trade show planning is challenging for first time exhibitors. This 12-month trade show checklist will show you the way.
I’m the type of person that has to see the big picture before I begin any project. Whether I’m painting a room in my house or exhibiting at a trade show, I need to identify every step in the process to understand where I am and where I'm going. Understanding the journey enables me to plot my path. I allow myself to deviate from this path, but I must start the journey knowing where I'm supposed to end up.
That’s also true for you if you’re a first-time exhibitor. This is a 12-month trade show planning guide. While having 12 months to plan and execute your exhibitor responsibilities may be a luxury, I wanted to put this trade show planning guide in front of you using the most extended timeframe possible.
This way, you know your starting point, your destination, and all the key milestones along the way. Once you know all the critical steps in the exhibitor process, it’s much easier to shrink the timeframe and this checklist to fit your specific needs.
Trade Show Checklist: Pre-Show
Trade Show Planning with 12 Months to Go
PRE-SHOW ACTIVITIES
Goal: Strategic Planning
The activities conducted 12 months prior to a trade show taking place primarily focus on strategic planning. The amount of time you will need to complete all these tasks is based on your level of experience and the number of team members you have helping you. You will need to complete some tasks consecutively and can work on others in parallel.
Understand Your Company Goals
Establish Show Goals, Objectives, and a Budget
Select Your Booth Location
Create a Master Schedule of Deadlines
Choose All Your Suppliers
Trade Show Planning with 9-6 Months to Go
PRE-SHOW ACTIVITIES
Goal: Breakdown Strategic Plans into Tactical Actions
Assess Whether You Could Reuse Your Current Booth
Decide on Your Key Message or Overarching Theme
Select an Exhibit House or Booth Building Firm
Start Trade Show Booth Design and Graphics
Trade Show Planning with 6-3 Months to Go
PRE-SHOW ACTIVITIES
Goal: Focus on Your Team
Determine Staffing Needs
Booth Staff and Uniform Selection
Booth Logistics and Shipping
Register All Booth Staff and Other Members of Your Company
Make Hotel Reservations
Create Your Sales and Marketing Outline
Design Product and Company Collateral. Print Maybe.
Investigate Show-Sponsored Marketing Opportunities
Trade Show Planning with 3 Months to Go
PRE-SHOW ACTIVITIES
Goal: Wrap Up All the Open Items
Review Your Schedule and Delivery Dates
Finalize Booth Flooring
Finalize Booth Accessories
Select Giveaway Items
Request a Variance
Exhibit Purchase/Rental, Customization, and Graphics Completion
Start Pre-Show Marketing
Reserve Additional Meeting and Reception Rooms
Trade Show Planning with 2 Months to Go
PRE-SHOW ACTIVITIES
Goal: Finalize Service Requests and Train Staff
Reserve Electrical Services
Reserve Booth Rigging
Reserve Internet Services
Reserve Audiovisual Equipment
Begin Training Your Staff
Reserve Exhibit Installation and Dismantle Services
Order Show Shirts and Other Clothing
Order Extra Business Cards
Trade Show Planning with 1 Month to Go
PRE-SHOW ACTIVITIES
Goal: Complete Paperwork and Ship Booth
Order Final Booth Services
Complete Drayage / Material Handling Paperwork
Pack the Booth and Other Materials and Ship to Advance Warehouse
Review Post-Show Shipping Requirements
Finalize Meeting Schedule with Target Prospects and Current Customers
Write and Distribute a Press Release / Media Alert
Trade Show Planning with 2 Weeks to Go
PRE-SHOW ACTIVITIES
Goal: Wrap Everything Up Before You Travel
Confirm The Shipment Has Arrived to the Advance Warehouse
Create Master Contact and File Databases to Take with You
Have a Meeting with Your Booth Staff to Distribute and Review Your Show Packet
Trade Show Checklist: On-Site
At the Show
ON-SITE ACTIVITIES
Goal: It’s Time to Execute Your Plan
Have an All-Hands Team Meeting (Preferably in the Booth)
Reconfirm Your Meeting Locations with Reporters, Customers, Business Partners, Vendors, and Others
Keep Track of Leads and Lead Retrieval Devices
Prepare for Post-Show Dismantle
Trade Show Checklist: Post-Show
Trade Show Planner: Within 5-7 Days after Show
POST-SHOW ACTIVITIES
Goal: Follow-Up
Say Thank You
Compare Actual Spend to Budget
Review Your Original Objectives
Do a Post-Show Debrief
Create a Post-Show Analysis Report for Your Senior Management Team
Reassemble Your Booth and Take Inventory
Determine If You Will Exhibit Next Year
Wow, that’s a lot of great, step-by-step information!
Now it’s time to put it into practice by using my Trade Show 411 template.
I've created a 12-month trade show checklist and scheduling template for you to set your timeline and plan your activities. I’ve also included a 9-month, 6-month, and 3-month template for your use. Download your free Monthly Task Schedule Timeline template today.
Are you new to trade show exhibiting and feel completely overwhelmed?
Trade Show 411: The Essential Guide to Exhibiting Like a Pro is a must-have for marketers and small business owners. It gives you both the strategy and action plan to set you off on the right foot. By linking your pre-show marketing strategy to onsite activities and post-show follow-up, you’ll get the most out of your sales and marketing efforts and maximize your trade show results.
