Participating in a trade fair requires coordinating dozens of tasks in parallel over several weeks. This checklist covers all critical aspects — from initial planning to post-fair follow-up — so nothing slips through the cracks.
3–6 months before the fair
- Define participation objectives and KPIs
- Book and contract the exhibition space
- Establish the total budget (space + stand + staff + travel)
- Hire the stand design and assembly company
- Start the briefing and stand design process
- Book accommodation and transport for the team
1–3 months before the fair
- Validate the stand design and 3D renders
- Confirm production start
- Process construction permits with the exhibition venue
- Contract venue services (electricity, water, internet, cleaning)
- Prepare communication materials (brochures, catalogues, business cards)
- Define pre-fair communication strategy (social media, email, invitations)
- Confirm the sales team and assign roles at the stand
2–4 weeks before the fair
- Confirm the assembly schedule with the stand company
- Verify venue access credentials for the assembly team
- Prepare product materials and samples for the stand
- Confirm pre-arranged meetings with clients and prospects
- Send pre-fair communication campaigns
- Prepare the lead capture system (CRM, cards, forms)
During the fair
- Supervise assembly and resolve any issues
- Verify all contracted services are working (power, internet)
- Record all contacts with name, company and detected need
- Post content on social media during the event
- Keep the stand tidy and the team motivated
- Supervise dismantling at the end of the fair
1–2 weeks after the fair
- Follow up on all leads captured
- Send thank-you emails with next steps to each contact
- Calculate the actual ROI of the participation
- Internal analysis: what worked, what to improve
- Plan improvements for the next edition
Planning your next trade fair?
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