Planning a trade show exhibit can feel overwhelming at first. There are so many moving parts—booking space, designing a booth, training your team, and making sure everything arrives on time. But the truth is, if you start early and follow a clear timeline, the entire process becomes much more manageable. Let's break it down together so you know what to do and when to do it.

12 Months Before the Show: Lay the Foundation

1. Choose the Right Event

The first step is picking the right trade show. Don't just choose one because it's popular. Look for events that fit your industry and your target audience. Ask about attendance numbers, who typically shows up, and whether there are speaking or sponsorship opportunities. Once you've got the right show, set some clear goals. Are you trying to get new leads, boost brand awareness, or launch a new product? Being specific about your goals will shape the rest of your plan.

2. Book Your Booth Space Early

Once you've picked the event, book your booth space right away. This is huge. The best spots go fast, and booking early often saves you money. Your booth location can make a big difference in traffic, so don't wait.

3. Set Your Budget

Now it's time to talk numbers. Your budget should include everything booth rental, design, shipping, staff travel, marketing materials, and promotional items. I recommend leaving a little wiggle room because something unexpected always pops up.

9 to 12 Months Before: Get Organized and Start Planning

4. Finalize Goals and Strategy

Take those big goals and turn them into something measurable. Instead of saying “get more leads,” try “generate 100 qualified leads.” These are called SMART goals, and they'll help you track success later.

5. Review Show Rules

Every event has guidelines for exhibitors. Read them carefully so you don't run into surprises later. Check booth size limits, electrical rules, and whether there are restrictions on displays or audio.

6. Choose Your Booth Partner

If you need a custom booth, now's the time to start working with a design company. Look at their past work, read reviews, and get a few quotes. A good partner will make the whole process easier.

6 to 9 Months Before: Focus on Design and Logistics

7. Design Your Booth

This is the fun part. Work on the layout, graphics, and any tech or interactive features you want. Make sure the design reflects your brand and your goals. If you're trying to get people to stop and engage, think about adding product demos or touchscreens.

8. Plan for Shipping and Setup

This part isn't glamorous, but it's critical. Decide how you'll ship the booth and who will handle setup. You'll also need to arrange things like electrical service, internet, and furniture.

9. Plan Engagement Activities

What will make people stop at your booth? Will you have giveaways, a contest, or maybe a live demo? Start brainstorming now so you have time to bring these ideas to life.

3 to 6 Months Before: Marketing and Prep Work

10. Promote Your Presence

Don't wait for the show to start to tell people you'll be there. Use social media, email newsletters, and even old-school postcards to spread the word. Let people know where to find you and why they should stop by.

11. Order Materials

This includes brochures, banners, branded swag, and anything else you'll need. Ordering early helps you avoid rush fees and last-minute stress.

12. Select and Train Your Team

Your booth staff can make or break your show experience. Choose team members who know the brand and are good with people. Start training them now so they're ready to handle questions and pitch confidently.

13. Set Up Lead Capture Tools

Think about how you'll collect leads. Badge scanners, apps, or even tablets with sign-up forms work well. Also, plan your follow-up strategy before the event so you can hit the ground running afterward.

1 to 3 Months Before: Time to Lock Things Down

14. Book Travel and Hotels

Don't put this off. Hotels near the venue fill up fast, and prices go up the closer you get to the show. Book flights, hotels, and ground transportation now.

15. Finalize Booth Details

Confirm your booth design and make sure everything is scheduled for delivery. If something needs to ship, allow plenty of time.

16. Do a Team Dry Run

Hold training sessions where your team can practice their pitches, demos, and product knowledge. A confident team creates a better experience for visitors.

17. Ramp Up Marketing

As the show gets closer, turn up the volume on your marketing. Post countdowns on social media, send email reminders, and share sneak peeks of what people can expect at your booth.

Two Weeks Out: Double-Check Everything

18. Hold a Final Team Meeting

Go over schedules, responsibilities, and goals. Make sure everyone knows where they're staying, how to get to the venue, and what to expect.

19. Pack Your Essentials

Pack a show survival kit: extension cords, chargers, tape, tools, first-aid supplies, and extra promo items. If you think you might need it, pack it.

Show Day: Time to Shine

20. Set Up Early

Arrive as soon as you can. Check that everything looks right, test your tech, and make sure the booth is spotless.

21. Engage with Visitors

Be friendly and approachable. Avoid standing around with your arms crossed or staring at your phone. Start conversations and ask questions to learn about visitors' needs.

22. Capture Leads

Don't just collect business cards, take notes about your conversations. This will make your follow-up emails much more personal.

After the Show: Don't Drop the Ball

23. Follow Up Quickly

Reach out to leads within a few days. Personalize your emails and remind them of your conversation at the show.

24. Review Results

Compare what happened to your original goals. Did you hit your targets? What could you do better next time?

25. Debrief with Your Team

Ask your team what worked well and what didn't. Their feedback is gold for improving your next event.

Final Thoughts

Trade show planning doesn't have to be a nightmare. With a clear timeline, you can spread out the work and actually enjoy the process. Start early, stay organized, and remember that every event is a learning experience. The more you plan ahead, the more successful your exhibit will be.