Trade Show Planning Timeline

Phase 1 of Trade Show Planning: 12+ Months… Your Strategy

  • Identify how you will use trade shows as part of your overall marketing and sales strategy.

  • Develop a trade show budget and your projected return on investment.

  • Research and identify which events you will attend based on target reach and opportunity.

  • Request information from event sponsors, including past attendee counts and vendor participation.


Phase 2 of Trade Show Planning: 9 to 12 Months Before Show

  • Set specific objectives for your show such as number of product sales, leads generated, publicity secured, etc.

  • Identify your space needs and the type of exhibit, display and promotional items you will need.

  • Register and reserve your space with the event sponsor and request full details on exhibit requirements.

  • Develop a trade show marketing plan divided into three sections: 1. Pre-Show Marketing, 2. At-Show Marketing, and 3. Post-Show Marketing.

Phase 3 of Trade Show Planning: 6 to 9 Months Before Show

  • Develop a compelling sales message that gets across the key points you want to communicate at your exhibit in 30 seconds or (preferably) less. You and your staff will need to rehearse this message and use it confidently at your booth to maximize your effectiveness.

  • Select vendors and begin design work for your display booth, banners, accessories, literature racks, and other exhibit items you will need

  • Identify promotions and/or giveaways you will use to attract visitors to your booth

  • Determine the literature and marketing materials you will need at the show - and begin design and printing work.

Phase 4 of Trade Show Planning: 3 to 6 Months Before Show


  • Continue working with vendors on your display booth, exhibit items, and marketing materials, Confirm delivery dates.

  • Determine staffing requirements, develop booth schedules, and plan training sessions.

  • Identify how you will ship your display and other items to the show.

  • Begin making travel arrangements.

  • Launch pre-show marketing initiatives.

Phase 5 of Trade Show Planning: 1 to 3 Months Before Show

  • Put together follow-up packets to send immediately following the show to your leads.

  • Continue pre-show marketing activities

  • Make all travel arrangements.

  • Schedule staff training.

  • Contact event sponsor for any last minutes details.

  • Finalize production of booth display, promotional items, and marketing materials.

  • Confirm shipping date.

  • Finalize all travel arrangements.

  • Schedule dinners or other meetings to be held at the show with prospects, distributors and/or customers.

Phase 6 of Trade Show Planning: 1 Week Before Show

  • Complete staff training.

  • Confirm shipping arrival dates for your booth display, promotional items and materials.

  • Double check that all action steps on timeline have been covered.

Phase 7 – Follow-up Activities: 1 Day to 1 Week AFTER Show

  • Analyze leads and follow-up with contacts within three days of returning from the show.

  • Evaluate success of trade show participation compared with objectives from your trade show plan.

  • Review your budget compared to your actual expenses for the show. Determine your return on investment.

  • Make recommendation whether to participate in the same trade show next year. Include suggested changes, enhancements, and other trade show ideas.


About the Author
This article was written by Jules Sowder, a brand marketing advisor with 20 years of experience developing strategic marketing and sales solutions for large corporations, start-up companies, and small businesses. Jules created Trade-Show-Advisor.com to serve as an educational resource to help marketers and trade show exhibitors maximize marketing and sales effectiveness.