Planning a successful trade show exhibit requires more than just showing up with a booth and some business cards. The difference between exhibitors who generate strong ROI and those who struggle often comes down to one factor: timing.
Start too late, and you’ll face rushed decisions, premium pricing for last-minute services, and missed opportunities for early-bird discounts. Start too early without a clear plan, and you might waste resources on activities that don’t align with actual show requirements.
After managing hundreds of exhibit projects for shows across Las Vegas and nationwide, we’ve identified the optimal timeline for trade show planning. This comprehensive guide breaks down exactly what you need to do and when, from your first contact with show organizers through the final moments on the show floor.
Table of Contents
For first-time exhibitors or those planning major custom booth builds, starting a year in advance isn’t excessive, it’s strategic.
Select Your Shows
Not every trade show delivers equal value. Research potential shows based on:
Tools like the TSNN Trade Show Calendar help identify shows by industry and location. But don’t rely solely on online research. Talk to colleagues who have exhibited previously. Ask about actual attendee quality, not just quantity.
Define Clear Objectives
Vague goals produce vague results. Document specific, measurable objectives:
These objectives drive every subsequent decision, from booth design to staffing to marketing budget allocation.
Establish Your Budget
Trade show costs extend far beyond booth space. A comprehensive budget includes:
Industry data shows exhibitors spend an average of 31.6% of their total marketing budgets on trade shows, with individual booth costs ranging from $10,000 to $30,000 or more. Set realistic expectations and build in a 10-15% contingency for unexpected expenses.
Register Early
Once you’ve committed to a show, register immediately. Early registration typically offers:
Premium booth locations get claimed quickly. High-traffic areas near entrances, food courts, or main thoroughfares can increase your booth traffic by 30% or more compared to back-corner placements.
Start the Booth Design Process
For custom exhibits, this is when serious design work begins. The process typically takes 8-12 weeks from initial consultation to final approval.
At TrueBlue Exhibits, our design process starts with understanding your goals, brand identity, and functional requirements. We provide complimentary 3D booth design services that let you visualize your exhibit before any fabrication begins.
Key design considerations:
Custom booth fabrication typically requires 6-12 weeks after design approval. Larger or more complex exhibits need additional time. If you’re working with rental exhibit solutions, timelines can be shorter, but you’ll still want to start early to ensure availability and customization options.
Select Your Exhibit Partner
Choosing the right exhibit company impacts everything from design quality to on-site support. Look for:
Working with a Las Vegas-based partner like TrueBlue Exhibits provides distinct advantages for Nevada shows. Proximity to major venues means lower freight costs, easier storage between shows, and immediate support if issues arise on the show floor.
Review Show Rules and Regulations
Trade show venues impose strict requirements on booth design and construction. Review the exhibitor manual thoroughly to understand:
Violations can result in fines, mandatory modifications at premium rates, or even booth closure. Share these requirements with your booth designer immediately to avoid costly surprises.
Develop Your Pre-Show Marketing Strategy
Pre-show marketing determines whether you attract your target audience or settle for whatever walk-up traffic appears. Start planning campaigns at least six months out.
Effective pre-show marketing includes:
The goal isn’t just announcing your presence. You’re creating specific reasons for prospects to visit your booth: exclusive previews, limited-time offers, expert consultations, or interactive experiences.
Order Marketing Materials and Giveaways
Lead times matter. Quality printed materials, custom promotional items, and branded giveaways often require 6-12 weeks for production and delivery.
Consider what materials actually support your objectives:
Research indicates that 80% of trade show leads aren’t followed up. Having follow-up materials ready before the show ensures you’re in the productive 20%.
Plan Booth Technology Requirements
If your exhibit includes LED video walls, interactive displays, or product demonstrations requiring power, finalize these requirements now.
LED video walls create exceptional visual impact but require careful planning. You’ll need to:
At TrueBlue Exhibits, we maintain an inventory of over 15,000 LED video wall panels and help clients determine the right technology specifications for their specific needs.
Confirm Booth Design and Begin Fabrication
By now, your booth design should be finalized with all revisions complete. Fabrication begins, and you should receive regular updates on progress.
For clients working with TrueBlue Exhibits, we pre-assemble booths in our warehouse to verify every component functions correctly before shipping. This quality check prevents the nightmare of discovering missing or incompatible pieces during show setup.
Determine Staffing Requirements
Plan your booth staffing carefully. The right team size depends on:
Industry data shows that 85% of exhibitors believe staff performance significantly influences success. Choose team members who are:
Avoid the temptation to staff your booth with whoever happens to be available. Poor booth performance from wrong staff negates all your investment in design and promotion.
Arrange Travel and Accommodations
Book flights and hotels at least 3-4 months before major shows. Las Vegas hotels, particularly during large conventions, often sell out or dramatically increase rates as show dates approach.
Consider logistics beyond basic transportation:
Order Show Services
Show services (electricity, internet, furniture rentals, cleaning) require advance ordering. Waiting until move-in typically means paying 30-50% premiums for “floor orders.”
Review the exhibitor service manual and order:
Conduct Staff Training
Schedule comprehensive training sessions at least 4-6 weeks before the show. Waiting until the last minute produces unprepared staff who underperform.
Training should cover:
Role-playing exercises help staff practice engaging visitors, handling objections, and moving conversations toward desired outcomes.
Finalize Content for Digital Displays
If your booth includes LED video walls or digital displays, finalize content at least 6-8 weeks before the show. This allows time for:
Content should grab attention quickly (you have 2-3 seconds), communicate your key message clearly, and include calls to action that drive booth traffic or engagement.
Launch Pre-Show Marketing
Begin your pre-show email campaigns 4-6 weeks before the event. Earlier than this and prospects might forget. Later, and you’ve missed the window when attendees are finalizing their show schedules.
Email campaigns should:
Social media ramps up in the final weeks, with daily posts building excitement and reminding followers where to find you.
Confirm Shipping Logistics
Coordinate exhibit shipping with your booth provider and show services. Key dates to confirm:
Las Vegas venues typically require shipments to arrive during specific windows. Missing these deadlines results in materials sitting in freight holding, incurring storage fees and potentially missing installation timelines.
Working with TrueBlue Exhibits in Las Vegas simplifies logistics significantly. Local warehousing means we can deliver directly to venues on installation day, eliminating many common shipping headaches.
Schedule Client Meetings
If you’re hosting customer dinners, partner meetings, or VIP events during the show, finalize these arrangements now. Las Vegas restaurants and private venues book solid during major conventions.
Prepare Follow-Up Systems
Don’t wait until after the show to plan follow-up. Create systems now:
Having these systems ready ensures immediate action when the show ends.
Conduct Pre-Show Brief
Hold a final team meeting to review:
Pack Essential Supplies
Create a show kit with items you’ll need but can’t ship in your booth:
Confirm Everything One Last Time
Final confirmations prevent last-minute scrambles:
Oversee Booth Installation
Professional installation typically takes 4-8 hours for standard booths, longer for large custom exhibits. Someone from your team should be present to:
TrueBlue Exhibits provides professional installation services with project management oversight, ensuring your booth is ready before doors open.
Stock Your Booth
Bring in materials that weren’t part of the initial installation:
Do a Final Walkthrough
Before leaving the night before the show, walk through your entire booth as if you were an attendee:
Arrive Early
Get to your booth 30-45 minutes before show floor opening each day. The first hour often brings serious buyers who want to cover ground before crowds arrive.
Use early arrival time to:
Maintain Energy Throughout
Trade shows are marathons, not sprints. Rotate staff regularly to maintain energy and enthusiasm. Burned-out booth representatives deliver poor experiences that directly impact lead quality.
Capture Leads Systematically
Use digital lead retrieval tools that integrate with your CRM. Beyond basic contact information, capture:
Taking detailed notes while conversations are fresh produces much better follow-up than trying to remember details days later.
Monitor and Adjust
Pay attention to what’s working and what isn’t. If certain demonstrations aren’t attracting interest, try different approaches. If staff messaging isn’t resonating, adjust talking points.
The best exhibitors treat shows as real-time learning opportunities, making small adjustments throughout to improve performance.
Begin Follow-Up Within 24 Hours
The most critical phase of trade show ROI happens after the show ends. Research shows that 80% of trade show leads are never followed up, representing massive wasted investment.
Within 24 hours of show close:
Conduct Post-Show Debrief
While experiences are fresh, hold a team meeting to review:
Calculate ROI
Document all costs and measure results against objectives:
Understanding actual ROI helps you make better decisions about future show participation and budget allocation.
Coordinate Booth Storage and Maintenance
If you own your exhibit, arrange storage and any needed repairs or updates. TrueBlue Exhibits offers storage services for clients exhibiting regularly in Las Vegas, eliminating cross-country shipping costs for multiple shows.
Proper planning makes the difference between trade shows that deliver strong ROI and those that waste resources. But even perfect planning requires execution by experienced partners who understand the complexities of exhibit design, fabrication, logistics, and on-site management.
At TrueBlue Exhibits, we’ve refined our process to eliminate stress and maximize client success at trade shows. Our comprehensive services cover every element of this timeline:
Our Las Vegas location provides distinct advantages for shows in major Southwest venues while our satellite locations in San Francisco, Chicago, and Orlando enable us to support exhibits nationwide.
Most importantly, we understand that booth design is only one element of trade show success. The comprehensive planning approach outlined in this timeline, executed with quality partners managing each phase, delivers the results your business needs.
Trade show success doesn’t happen by accident. It’s the result of strategic planning that begins months before show day and continues through systematic post-show follow-up.
Whether you’re planning your first trade show exhibit or your fiftieth, following this timeline helps ensure nothing falls through the cracks. Start early, plan thoroughly, choose experienced partners, and execute with discipline.
Ready to start planning your next trade show exhibit? Contact TrueBlue Exhibits today for a complimentary consultation. We’ll help you navigate the entire planning process, from initial concept through show day success, with the comprehensive support that produces measurable ROI.
