Trade Show Exhibit Planning Schedule | Condit
12.09.2011

Trade Show Exhibit Planning Schedule

Developing an effective trade show marketing strategy can take over one year if you are not already registered to attend a trade show and have a confirmed space. There are many steps to consider along with the necessary timing that is involved.  Here are a few items to consider.

1 year out:  Set your strategy

  • Determine how your trade show marketing plan fits into your sales and marketing strategy and budget.
  • Explore the events that best fit your goals.

9 to 12 Months Before Show: Enhance your plan

  • Work with the sales team to develop specific goals for your trade show schedule. Typical goals includes sales, leads and PR.
  • Enhance your trade show plan. Most companies divide the plan into three buckets. 1 Pre-show 2. Show and 3. Post Show.

6 to 9 Months Before Show: Booth design

  • Start working on the design of your trade show booth.
  • Do you have a theme for the show that matches our marketing strategy? Do you have a strong call to action?
  • Review promotional items, literature and marketing materials that will be needed.

3 to 6 Months Before Show: Orders and reservations

  • This is the time to order your promotional items as it can take time to source and customize your order.
  • Confirm timeline with your exhibit company and review show regulations.
  • Start to work on who will work the booth.
  • This is a good time to think about scheduling dinner and meeting space as many places fill up very quickly.

1 to 3 Months Before Show: The final stage

  • Put together the necessary information you will use to follow up with leads after the show. Many times this is not thought of in advance of the show.
  •  Continue pre-show marketing activities which can include email, mailers and phone calls.
  • Confirm travel arrangements.

Final Days before show: Training and confirmations

  • Does the sales team have their 15-30 second commercial memorized?
  • Are there any last minute details to confirm with your exhibit company?

AFTER the Show: Make a sale!

  • Launch your post show plan.
  • Review all budgetary items.
  • Review leads and send information.
  • Schedule a post show meeting within 1 week after the show to discuss all aspects of the show and determine if this is a worthwhile event to attend.
With the proper plans and goals your company can reach your trade show sales and marketing goals.
Contact Condit for help on reaching your trade show marketing goals.