As an exhibitor, you only want one thing: to get a good result on the show floor. That means standing out with a booth that sends the right message, attracts visitors and generates conversations that really pay off after the trade show. To achieve this, good preparation is essential. And ideally you should start well in advance. Why? Because exhibitors who start early simply get more out of their trade show participation.
As a booth builder, we see up close what makes the difference between a “last minute” approach and well-thought-out preparation. Therefore, here we give you three good reasons to start preparing your trade show participation well in advance.
1 – Starting early = choosing the best booth locations
If you orient yourself to trade shows in time, you will have more choices. You can not only choose the trade show that best suits your target audience and marketing goals, but also secure your spot on the trade show floor. And that spot is more important than you think.
Trade shows often operate on the first-come, first-served principle. The most attractive locations – think corner stands, spots near entrances or in busy walkways – are the first to go. A good location means more visibility and usually more visitors to your booth. With a smart layout, the right stand area and the right location, you can use your stand concept much more effectively.
In short: early booking = more influence on your visibility and success at the fair.
2 – Starting early = more time for an impactful trade show booth
An exhibition stand that stands out, fits your brand, delivers results and is practical for your team – you don’t design that in a week. A creative and technically well thought-out booth concept takes time. And you allow yourself that time by starting months in advance.
Consider, for example:
- Translating your marketing objectives into a creative concept;
- choosing materials, colors and interactive components;
- Developing visuals, content or demos for screens;
- arranging lighting, AV equipment or other technical requirements;
- training and preparing the booth crew
You also have to take into account delivery times of materials, the availability of specialists as well as the logistical process towards the fair location.
Guideline? Ideally, start your booth design and preparation 6 months before the trade show. This way, you have room for feedback, optimizations and avoid stress or extra costs due to last minute adjustments.
3 – Starting early = time for marketing before, during and after the show
Successful trade show participation is not only about the booth itself, but also about everything around it. Marketing before, during and after the fair makes all the difference. And for that, you also need preparation time.
For the fair (from 6 to 9 months in advance):
- Invite relationships with personal mailings or social posts;
- Let people know via newsletters or a press release that you are attending;
- Devise an action to trigger visitors to visit your booth;
- Schedule appointments with potential clients or partners.
During the fair:
- Provide branded giveaways (though sustainable), live demos or interactive elements;
- Attract attention with a game, contest or live social media activation, for example;
- Allow visitors to sign up directly for your newsletter or a white paper;
- Make sure your sales team is well prepared with a pitch and clear goals.
After the fair:
- Follow up leads with personalized follow-up;
- Share updates on social media and thank visitors;
- Analyze your trade show results (ROI) and gather insights for your next participation;
- Use feedback for content: blog posts, customer stories, or videos.
Those who start early simply have more opportunities to make the most of each stage.
Start on time and get more out of your trade show participation
As a booth builder, we help exhibitors with their trade show participation from start to finish. And time and again we see: companies that start well in advance are better prepared, have more control and achieve better results. They make more targeted choices, make smarter use of their budget and experience less stress.
So will you be at a trade show soon? Start planning today. Get your bearings on trade shows and booth locations, think about your goals and have your booth designed with an eye for detail. We like to think along with you – whether you already have a concrete idea, or only plans. Together we will make your trade fair participation a success. Without fuss, with results.
About us
We are Expospaces, specialists in sustainable and eye-catching exhibition stands that work. With a committed approach, an eye for detail and a wealth of experience, we help exhibitors get the most out of their participation – from concept to completion. Want to start well in advance? We are happy to help.
Contact us for a free consultation.