Guide to Developing a Trade Show Planning Timeline

Phase 1 of Trade Show Planning: 12+ Months… Your Strategy
· Identify the role of trade shows in your overall marketing/sales strategy.
· Develop a trade show budget and projected return.
· Identify events to attend based on target reach and opportunity. · Request information from event sponsors.

Phase 2 of Trade Show Planning: 9 to 12 Months Before Show
· Set objectives such as product sales, leads generated, publicity secured, etc.
· Identify space needs.
· Determine display and promotional needs.
· Reserve your booth space
· Develop a plan that includes: 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 15-30 second sales message (elevator speech) for you and your staff to use at the booth.
· Select vendors and begin design work for your display booth. · Identify promotions and/or giveaways you will use
· Determine the literature and material needs.

Phase 4 of Trade Show Planning: 3 to 6 Months Before Show
· Order giveaways or promotional items.
· Confirm delivery dates with vendors
· Determine staffing requirements and booth schedules
· Identify shipping logistics
· Begin making travel arrangements.
• Launch pre-show marketing initiatives.

Phase 5 of Trade Show Planning: 1 to 3 Months Before Show
• Assemble packets for post-show follow-up.
• Continue pre-show marketing
• Schedule staff training.
• Finalize travel arrangements
• Schedule prospect and customer meetings/dinners to be held during the show.

Phase 6 of Trade Show Planning: 1 Week Before Show
• Complete staff training.
• Confirm arrival dates for your display and other items.

Phase 7 – Follow-up Activities: 1 Day to 1 Week AFTER Show
• Analyze leads, send follow--up information, and contact prospects.
• Evaluate show success based on goals achieved and ROI.
• Make recommendation on future show participation.


Action Steps
The best contacts and resources to help you get it done