Trade Show Planning
How do you plan a trade show?
Trade show planning has two sides. The organizer builds the show: venue, floor plan, exhibitors and attendees. The exhibitor builds a presence inside it: booth, staff, leads and follow-up. They run on different clocks but depend on each other.
This guide gives a timeline for both sides, month by month. It links to the detailed checklists, budgets and manuals so you can go deeper where you need to.
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Know the two sides
A trade show is an event where companies show products and services to an audience in one place. If you are new to the format, start with the guide on what a trade show is.
Planning looks different depending on your seat. Read your own timeline first, then skim the other, so you know what to ask of them.
What is a trade show?
The format, the people involved and how it differs from other events.
What is a trade show?
Organizer timeline
Work back from the show date. The months are planning suggestions, and a large show needs more time.
| When | What to do |
|---|---|
| 9 to 12 months out | Set goals, budget and dates. Choose and book the venue. Draft the exhibitor and attendee profile. |
| 8 to 9 months out | Build the floor plan and booth types. Write the exhibitor prospectus and set prices. |
| 6 to 8 months out | Open exhibitor sales and booth booking. Start the marketing plan and website. |
| 4 to 6 months out | Open attendee registration. Confirm sponsors and the conference program, if any. |
| 2 to 4 months out | Publish the exhibitor manual. Confirm suppliers: registration, AV, security, freight. |
| 1 month out | Finalise the floor plan, badge and check-in setup, and staffing. Send reminders. |
| Show week | Run move-in, registration and the floor. Keep a problem log. |
| After the show | Survey exhibitors and attendees, report results and plan next year. |
Exhibitor timeline
Exhibitors usually start later but have more to prepare. The exhibitor manual from the organizer sets many of the dates.
| When | What to do |
|---|---|
| 6 to 9 months out | Decide goals and budget. Choose the show and book a booth. |
| 4 to 6 months out | Plan the booth design and message. Book travel and any extras. |
| 2 to 4 months out | Order graphics and materials. Read the exhibitor manual. Start pre-show outreach. |
| 1 month out | Train staff. Confirm shipping, power and set-up times. Set up lead capture. |
| Show week | Set up, staff the booth, capture and qualify leads. |
| After the show | Follow up quickly. Count results against goals. |
Budget and money
Plan the budget before you sign anything. Venue, booths, marketing, registration and staffing are the main costs for organizers. Space, booth build, travel and staff are the main costs for exhibitors.
The documents you need
Three documents carry most of the planning between the two sides.
Exhibitor prospectus
The organizer's sales pack: why exhibit, booth types and prices, and how to book.
Exhibitor prospectus
Common trade show planning mistakes
Most trade show problems come from timing, not from money. These four show up again and again.
Starting exhibitor sales too late
Companies set their show budgets months ahead. If your prospectus arrives after they plan, the best booths go unsold.
A manual nobody reads
A 60-page manual causes late shipments and power requests. Put the deadlines on one page at the front.
No goal for the booth
Exhibitors who cannot name a lead or meeting target cannot tell afterwards if the show worked.
Slow follow-up
Leads cool quickly. Plan the follow-up emails and owners before the show, not after.
Trade show event management on the day
Show week runs on a few clear roles. Name them early.
A show floor lead
One person who walks the hall, solves problems and knows the plan.
A move-in and move-out lead
Controls dock times, freight and access so exhibitors do not queue.
A registration and check-in lead
Owns badges, lanes and the attendee count.
An exhibitor contact
A named person exhibitors can reach for any problem during the show.
Where Eventdex fits
Eventdex's pages describe tools for trade show organizers and exhibitors: an interactive floor plan with booth booking, attendee registration, badge printing and check-in, and a lead capture app for exhibitors. Eventdex's pages do not describe booth design, building or shipping, so plan those with your exhibit supplier.
The Eventdex platform
Tools for both sides of the show
- Trade show softwareRegistration, floor plans and exhibitor tools in one place.Learn more about Trade show software
- Event floor plan softwareInteractive booth maps and booth booking.Learn more about Event floor plan software
- Lead capture appScan badges, score leads and export contacts.Learn more about Lead capture app
- Onsite check-in and badgesFast arrival and on-demand badge printing.Learn more about Onsite check-in and badges
“Eventdex helped me run a smooth registration process during my event and helped me deliver an excellent mobile application to my event's attendees. Their support team was brilliant and I really enjoyed incorporating the Eventdex solutions into my events.”
University at Buffalo
Eversource Energy
Georgia Tech
Influence Communications
FAQ
Trade Show Planning: common questions
How far ahead should I start trade show planning?
Organizers often start 9 to 12 months out, and large shows earlier. Exhibitors usually start 6 to 9 months out. These are planning suggestions, and your show's own deadlines come first.
What are the main steps in planning a trade show?
Set goals and a budget, book the venue, build the floor plan, sell booths, open attendee registration, publish the exhibitor manual, run the show and follow up with a survey and report.
How does an exhibitor plan for a trade show?
Set goals and budget, book a booth, plan the design and message, read the exhibitor manual, train staff, prepare lead capture and follow up quickly after the show. See the trade show checklist for a full list.
What does trade show event management involve?
It covers the venue, floor plan, exhibitor sales, attendee registration, move-in and move-out, on-site operations and after-show reporting. Name a lead for each area before show week.
Does Eventdex build or ship booths?
Eventdex's pages do not describe booth design, building or shipping. They describe floor plans with booth booking, registration, check-in and a lead capture app. Plan booth work with your exhibit supplier.
Plan your trade show with Eventdex
Start with a free interactive floor plan, or talk to an event specialist on +1 (866) 434-5088.