12 Months Before the Show: Set the Foundation

Start early by selecting which shows to attend, setting your all-in budget, and defining measurable goals. Bring key stakeholders, Marketing, Sales, and Senior Leadership, into the conversation to align objectives and avoid last-minute conflicts.

10 Months Before: Secure Booth Space

Prime locations sell out quickly. Reserve your booth early to avoid being stuck in a low-traffic corner. Consider visibility, aisle placement, and nearby competitors when choosing your spot. Just like real estate, location determines how much traffic you’ll see.

8 Months Before: Select Your Exhibit Partner

Begin the RFP process and evaluate exhibit design houses. Compare pricing, creative capabilities, and what’s included (installation, dismantle, or show services). Early engagement allows time for design revisions and ensures your exhibit will be fabricated on schedule.

6 Months Before: Confirm Booth Staff and Travel

Decide who will represent your brand on the floor. Select outgoing, knowledgeable team members who can engage prospects effectively. Book travel and accommodations early to secure lower rates and prevent budget overruns.

3 Months Before: Launch Marketing Campaigns

Attracting booth visitors requires more than great design. Use the attendee list from show organizers to build email campaigns, schedule follow-up calls, and promote your presence on social media with the show’s hashtags. Consistent pre-show marketing builds anticipation and ensures attendees know where to find you.

Staying on Track

By following this trade show exhibitor timeline, you’ll avoid common pitfalls like overspending, last-minute scrambling, or underwhelming booth traffic. Planning ahead, staying organized, and aligning teams are the keys to maximizing ROI. Many exhibitors rely on partners like Absolute Exhibits to guide them through this process and ensure every milestone is met on time.