How to prepare for a trade show, step by step
A good fair is prepared months in advance. These are the steps we see in the exhibitors who do best, from booking the space to following up on contacts.
1. Decide why you are going to the fair
Selling at the booth, getting leads, launching a product, meeting distributors or building the brand. Each goal changes the design: a booth for selling needs display and a checkout; one for meetings needs tables and some privacy.
2. Book the space early
The best locations sell first. Ask the organizer for the fair floor plan, the size of the spaces and the exhibitor manual, which has the installation rules.
3. Design the booth
With the floor plan and the goal, the designer proposes the booth in 3D. Check that the brand is visible from the aisle, that people can walk in easily and that there is room to store materials and personal items.
4. Get the plans approved by the fair
Many venues require approval of the booth plans before installation, especially if it is tall, has two levels or has hanging structures. Your booth supplier should prepare those plans with the real sizes and materials.
5. Order the venue services
Power, internet, cleaning and at some fairs security are ordered directly from the organizer. Do it before the deadline: afterwards it usually costs more.
6. Prepare the graphics and materials
High resolution logos, product photos, catalogs, business cards and whatever you will hand out. The booth graphics are printed before the fair, so they must be approved in time.
7. Installation
Installation takes place on the days and hours set by the fair. A good supplier arrives with everything built and only assembles at the venue.
8. During the fair
Have enough people to serve visitors at peak hours and a simple way to record contacts. A beautiful booth with nobody to serve loses much of its value.
9. Dismantling and follow up
After the fair comes the most important part: contacting the people you met in the following days, while they still remember you.
If you are starting to plan your fair, also read how much a booth costs and our trade show calendar for Colombia.
Frequently asked questions
How early should I start?
Ideally book the space four to six months ahead and hire the booth two or three months before the fair.
What happens if the booth does not comply with the rules?
The venue may ask for changes or not allow the installation. That is why it is worth reviewing the exhibitor manual before designing.