Trade shows represent a significant investment of time, money, and resources. Between booth fees, travel expenses, promotional products, printed materials, and employee time, companies often invest thousands of dollars into a single event.
The difference between a successful trade show and a disappointing one usually comes down to preparation. The most successful exhibitors begin planning months before the event, ensuring every detail is addressed before they step onto the show floor.
Use this guide to stay on track during the 90 days leading up to your next trade show.
90 Days Before the Show: Build Your Foundation
Three months before the event is the time to focus on strategy.
Ask yourself:
- What are your goals for the event?
- How many leads would you like to generate?
- Are you launching a new product or service?
- Who is also your ideal attendee?
This is also the time to:
- Reserve booth space
- Confirm travel arrangements
- Establish your event budget
- Order promo items with longer lead times
- Begin planning booth graphics and signage
- Develop your pre-show marketing plan
Starting early gives you more options, better pricing, and fewer last-minute surprises.
60 Days Before the Show: Create Your Materials
With your strategy in place, begin developing the materials you’ll need at the event. Review your existing materials carefully. Outdated information, old branding, or missing contact details can make even the most professional booth look unprepared.
Common trade show materials include:
- Brochures
- Product Sheets
- Company capability statements
- Business cards
- Promotional giveaways
- Presentation materials
- Lead capture forms
This is also a great time to start promoting your attendance through:
- Email marketing
- Social media
- Website announcements
- Customer outreach
Let your audience know where you’ll be and why they should make sure to see you.
Your 90-Day Trade Show Countdown
Follow these essential steps to ensure a seamless and successful trade show experience.
90
Initial Planning
Begin by defining your goals, selecting your team, and booking your booth space.
60
Marketing and Promotion
Develop your marketing strategy, finalize promotional materials, and start reaching out to potential attendees.
30
Logistics and Training
Confirm logistics, train your team, and ensure all materials are ready for the show.
14
Final Preparations
Double-check all arrangements, conduct a final team briefing, and prepare for travel.
30 Days Before the Show: Prepare Your Team
Your team plays the biggest role in creating meaningful conversations and generating quality leads.
Thirty days before the show, focus on training and preparation.
- Discuss key products and services to highlight
- Practice common customer questions
- Determine lead qualification criteria
- Set expectations regarding follow-up
- Clearly communicate professionalism and etiquette
Make sure everyone understands the goals of the even and how success will be measured.
This is also the time to:
- Review shipping deadlines
- Confirm travel and show logistics
- Finalize printed materials
- Verify promotional product quantitie
2 Weeks Before the Show: Final Checks
As the even approaches, it’s time to confirm every detail.
Review:
- Travel itineraries
- Hotel reservations
- Shipping confirmations
- Any booth instructions
- Equipment checklists
- Printed material quantities
Create a master checklist and assign responsibilities to team members. Preparation prevents major headaches on show day.
Successful trade shows don’t happen by accident. By planning ahead, preparing your team, and ensuring your materials arrive on time, you can maximize your investment and create meaningful opportunities for your business.
If you’re preparing for an upcoming trade show, Mighty Color can help with booth graphics, printed materials, promotional products, direct mail campaigns, and more.