In short
A trade show booth checklist runs from about 12 months before the show to two weeks after it: book space and set objectives (9–12 months), brief and design the stand (6–9 months), get organiser approval and order services (3–6 months), produce graphics and logistics (1–3 months), then build, staff the stand and follow up leads within days of the show.
Key points
- Space-only stands need at least 6 months; double-deck stands longer.
- Organiser deadlines for drawings, rigging and electrics drive the whole schedule.
- Graphics need final, approved artwork 3–6 weeks before build.
- Plan staffing and lead capture as carefully as the stand.
- Follow up within 48 hours of the show: interest fades fast.
The timeline at a glance
| When | What to do |
|---|---|
| 9–12 months before | Choose the show, book the space, set the objective and budget |
| 6–9 months | Write the brief, appoint designer and builder, choose concepts |
| 4–6 months | Final design, drawings to the organiser, start content and AV |
| 3–4 months | Order electrics, rigging, internet; book travel and hotels |
| 6–8 weeks | Final graphic artwork, furniture, promotional items, lead capture |
| 2–4 weeks | Logistics booked, staff briefing, pre-show emails to prospects |
| Show week | Build check, staff rota, daily lead review |
| After the show | Follow up within 48 hours, measure results, debrief |
9–12 months: decide and book
- Choose shows by audience fit, not size: who walks the aisles?
- Book space early: corner, peninsula and island positions sell first. Read stand types to choose.
- Set one objective and a budget range. See exhibition stand costs.
- Download the exhibitor manual and note every deadline in a shared calendar.
6–9 months: brief and design
- Write the brief: use the stand design brief template.
- Get two or three concepts; choose one against the objective.
- Check the design from the aisle at eye level in 3D: brand visible, entrance obvious, nothing hidden.
- Confirm accessibility: step-free entry, 1.2 m routes, a lowered counter section. See accessible stands.
4–6 months: approval and services
- Submit the plan, elevations, heights and materials to the organiser. See technical drawings explained.
- For structures over the organiser's thresholds (often around 4 m, or any second storey) prepare structural calculations.
- Order power with a socket plan, rigging points for hanging signs, internet and water.
- Start screen content production early; it is often the last thing finished.
1–3 months: production
- Approve graphic proofs at full size; check resolution and colour.
- Order furniture, plants, brochures and giveaways.
- Set up lead capture: badge scanning app, qualifying questions, CRM import.
- Book transport and confirm delivery slots at the venue.
Show week
- 01
Build day
Walk the stand against the plan; check lighting, power and that every door and drawer works.
- 02
Staff briefing
Objective, key messages, who does what, how to qualify and log a lead.
- 03
Daily review
Count leads against target each evening and adjust.
- 04
Break-down
Pack graphics flat and label reusable parts for the next show.
After the show
- Follow up every lead within 48 hours with something specific to the conversation.
- Measure cost per lead or meeting against the objective.
- Run a debrief: what worked on the stand, what visitors asked for, what to change next time.
On-site and after the show
- Build-up day: check the stand against the drawings, test every light, screen and socket, and photograph it finished before the doors open.
- Each morning: tidy, restock literature and samples, charge devices, brief staff on the day's meetings and talks.
- Breakdown: pack reusable parts labelled for the next show and return rentals on time; most venues fine late clearance.
- Within 48 hours: send follow-ups while visitors remember you, sorted by lead quality.
- Within two weeks: review leads, costs and what worked on the stand, and note changes for next time.
Frequently asked questions
01How far in advance should I plan a trade show booth?
For a space-only stand, start 9–12 months ahead and have the design approved 4–6 months before the show. Shell scheme stands can be planned in 2–3 months.
02What is the most commonly missed deadline?
Graphics artwork and organiser services such as rigging and electrics. Late orders usually cost more or are refused.
03When should I follow up trade show leads?
Within 48 hours, while the conversation is fresh, with a message tailored to what you discussed.
04What should a booth staff briefing cover?
The objective, key messages, how to approach and qualify visitors, how to log leads, the rota and stand etiquette.
Put it into practice
From a client brief to three 3D stand concepts in minutes
Three editable 3D exhibition stand concepts from a written brief and the brand's website, at your exact size.
Guidance here reflects common practice. Venues, organisers and countries set their own rules: always check the exhibitor manual and work with a qualified stand builder and engineer for structures.
