The Ultimate Trade Show Checklist: From Planning to Post-Show Follow-Up

Preparing for a trade show involves much more than reserving a booth and showing up. To truly maximize your return on investment, you need a well-structured plan that covers every phase—from strategy and booth design to staff training and post-show follow-up.

This comprehensive trade show checklist will guide you step-by-step through the process to help ensure a smooth execution and meaningful results.


Phase 1: 3–6 Months Before the Show

Set Clear Goals

Begin with a strategic foundation. What are you hoping to achieve?

  • Lead generation

  • Product or service launch

  • Brand visibility

  • Strategic partnerships

  • Sales meetings or demos

Establishing specific, measurable goals allows you to align your booth design, staffing, and marketing strategies accordingly.

Choose the Right Exhibit Type

Depending on your frequency of participation and branding needs, decide which type of booth best fits your objectives:

  • Custom exhibits for long-term use and maximum brand impact

  • Rental exhibits for short-term flexibility and lower upfront costs

  • Modular or hybrid booths that combine branded and reusable components

Working with an experienced exhibit design partner can help you identify the most cost-effective and strategic solution.

Reserve Booth Space

Register as early as possible to secure a prime location. Consider factors such as traffic flow, visibility, and proximity to competitors or major attractions.

Create a Realistic Budget

Include all the major (and hidden) costs:

  • Booth design and production

  • Shipping, logistics, and storage

  • Show services (electricity, internet, rigging)

  • Travel and lodging for staff

  • Marketing and promotional materials

  • Lead capture tools and software

It’s wise to include a contingency fund for unexpected expenses.


Phase 2: 1–2 Months Before the Show

Finalize Booth Design and Graphics

Confirm that your booth:

  • Clearly communicates your brand message

  • Supports your goals (product demos, meetings, or lead generation)

  • Meets all show regulations and technical requirements

Complete production of graphics, signage, flooring, furniture, and AV elements with time to spare.

Launch Pre-Show Marketing

Don’t wait until the event to attract attention. Promote your booth in advance:

  • Email invitations to current clients and prospects

  • Announce your booth location on social media

  • Schedule meetings with key contacts ahead of time

  • Utilize the event’s promotional opportunities, such as online directories or sponsorships

Make it easy for attendees to find—and prioritize—your booth.

Order Promotional Materials and Giveaways

Print collateral and choose giveaways that support your brand positioning:

  • Product brochures or flyers

  • Branded merchandise

  • Digital content (via QR codes or USBs)

  • Business cards for all booth staff

Ensure everything arrives well before the event date.

Train Your Booth Staff

Your team is a critical part of the exhibit’s success. Make sure they are:

  • Aligned with the company’s key messages

  • Well-versed in the product or service being showcased

  • Trained in engaging attendees, qualifying leads, and using lead capture tools

  • Prepared to handle logistical questions and on-site troubleshooting

Role-playing real booth scenarios can help your team feel more confident and consistent.


Phase 3: 1–2 Weeks Before the Show

Confirm Logistics and Shipping

Double-check the following:

  • Shipping dates and delivery confirmation for booth components

  • Installation and dismantle schedule

  • Labor and services ordered through the show organizer

  • Hotel and travel arrangements for your team

Have all necessary documentation organized in both digital and hard copy form for easy reference on-site.

Test Equipment and Tech

Ensure that:

  • All AV equipment, screens, and demo tools are functioning

  • Tablets or devices are loaded with the correct apps or presentation materials

  • Internet connections are accounted for (wired or wireless)

  • Backups and charging stations are available

Technical failures on the floor can cost valuable opportunities.


Phase 4: During the Show

Stay On Message and On Brand

Ensure booth staff maintains a professional, welcoming appearance throughout the show. Your exhibit should remain clean, organized, and aligned with your messaging.

Capture and Qualify Leads

Use lead retrieval tools to collect contact information, qualify leads, and make notes on conversations while they’re fresh. Consider assigning one team member to manage and review leads at the end of each day.

Engage and Observe

Pay attention to:

  • Traffic patterns and visitor behavior

  • Engagement at interactive elements or product demos

  • Competitor activity nearby

  • Social media mentions and brand hashtags

Use this information to adapt on the fly or improve future event strategy.


Phase 5: Post-Show Follow-Up (Within 1 Week)

Follow Up Promptly

Send personalized follow-up messages as soon as possible. Tailor outreach based on the type of lead:

  • Hot leads: Schedule a follow-up call or meeting

  • Warm leads: Share product information or case studies

  • General inquiries: Add to a drip campaign or newsletter list

The faster the follow-up, the higher the chance of conversion.

Debrief with Your Team

Hold a review meeting to evaluate:

  • What went well

  • What could be improved

  • Feedback from attendees and staff

  • Suggestions for future booth design or engagement strategies

Document your insights for future reference.

Analyze Performance and ROI

Compare your outcomes against your original goals:

  • Total and qualified leads generated

  • Meetings or deals secured

  • Social media engagement

  • Cost per lead or per contact

  • Budget performance

Use these metrics to assess whether the trade show was a worthwhile investment—and what adjustments to make next time.


Final Thoughts

Trade show success doesn’t happen by chance—it happens by preparation. By following a structured checklist from pre-show planning to post-show analysis, you’ll ensure your brand makes a strong impression and your team gets the most value from every event.

Need help with booth design, logistics, or strategy? Working with an experienced exhibit partner can save time, reduce stress, and ensure your presence stands out in all the right ways. We recommend ExpoMarketing.