Preparing for a trade show can feel overwhelming but it doesn’t have to be. With the right plan, your team can show up with confidence, ready to impress, engage, and deliver results. Featherlite has been helping brands exhibit smarter for more than 60 years. We’ve seen it all, and we know what works. Whether you’re a seasoned marketer or stepping onto the show floor for the first time, this comprehensive tradeshow checklist will walk you through every phase of preparation, from planning and booth design to on-site logistics and post-show follow-up.
9+ months out: Set your trade show goals and define exhibit success
Before you design your booth or book a flight, get clear on one thing: What does success look like for this show? Are you launching a new product? Generating leads? Increasing brand awareness? Your goals should drive everything from your messaging to your post-show strategy. Establish metrics tied to your objectives such as:
- Lead quantity and quality
- Booth traffic and interaction time
- Product demo engagement
- Brand awareness and sentiment
- Post-show follow-up success
- Sales pipeline acceleration
- ROI (beyond immediate sales)
- Media and industry exposure
6+ months out: Develop your messaging and creative strategy
Before you dive into booth design, lock in your messaging. Your exhibit should tell a clear, compelling story that aligns with your brand and resonates with your audience. What do you want people to remember, feel or do after they visit your exhibit? This early planning phase ensures every touchpoint reinforces the same message.
- Define your core message, differentiators, and key takeaways
- Tailor messaging your audience’s needs and priorities
- Align creative direction with your broader brand strategy
- Concept booth themes, graphics and in-booth experiences
- Plan supporting content like videos, handouts and giveaways
- Ensure consistency across booth visuals, staff scripts and pre-show marketing
3–6 months out: Build your trade show exhibit
Now is the time to bring your vision to life. With your goals set and messaging in progress, focus on creating a booth that’s aligned with your goals and designed for impact. Whether you're building from scratch or refreshing an existing setup, this stage lays the foundation for how your brand shows up on the show floor.
- Set a budget and allocate costs for booth design, travel, marketing, shipping, and giveaways
- Secure your booth space and review the floor plan
- Choose your booth size and layout based on goals and budget
- Decide whether to rent, purchase, or repurpose an exhibit
- Finalize your booth design, structure, and engineering requirements
- Plan AV, lighting, digital displays, and product demo needs
- Design graphics, signage, and printed collateral
3–6 months out: Coordinate exhibit logistics
A successful trade show doesn’t happen by chance. It’s a result of precise planning and operational follow-through. Even the best designs can fall short without smart logistics behind it. This phase is all about locking in the details that ensure your exhibit arrives on time, goes up smoothly, and performs as expected on the show floor.
- Confirm target move-in dates and review venue deadlines
- Coordinate shipping schedules, return logistics and storage plans
- Identify on-site labor needs and reserve install & dismantle (I&D) crews
- Gather utility requirements for power, internet and AV support
- Review material handling (drayage) guidelines to avoid surprise fees
- Ensure all crate labels and documentation will meet show requirements
1–2 months out: Promote your trade show presence
Let your audience know you’ll be at the show before they ever walk in the door. Your pre-show marketing checklist could include.
- Add the event to your website and email signatures
- Send personalized invitations to key customers or prospects
- Schedule social media posts announcing your booth and location
- Launch an email campaign or newsletter segment
- Consider sponsoring an event activation or giveaway that you can promote in advance
1 month out: Make sure your exhibit is floor-ready
With the show just a few weeks away, it’s time for a detailed booth readiness review. Whether you manage your exhibit in-house or rely on a partner, this step ensures your assets are clean, complete, and ready to perform on the show floor. Here’s what to check:
- Confirm all booth components and parts accounted for
- If using an existing booth exhibit, check for wear, and schedule any needed repairs.
- Clean, inspect, and replace outdated graphics. For new builds, confirm final prints match specs.
- Test all technology, including screens, tablets, lighting, AV components, and demo equipment.
- Pack booth components in assembly order, label cases and crates clearly, and include detailed instructions to simplify setup. This can also reduce drayage costs.
- Finalize outbound shipping dates and the show’s move-in times
- Label everything clearly with destination and return instructions.
- Determine how many team members you need, assign booth roles and create staff schedules
- Train your team on booth etiquette, messaging, and lead capture
2 weeks out: Pack other trade show essentials
In addition to the booth and branded materials, make sure your team has everything they need to operate smoothly on-site. Other must-have trade show essentials include:
- Event badge confirmations and contact lists
- Product samples or demo units
- Business cards and lead capture tools (e.g., badge scanners, iPads)
- Marketing materials: brochures, flyers, postcards
- Branded giveaways
- Basic tools: screwdriver, tape, scissors, zip ties
- Cleaning supplies: wipes, stain remover, paper towels
- Tech: extension cords, chargers, batteries, power banks
- First aid: bandages, pain relievers, hand sanitizer
- Office supplies: pens, notepads, stapler, sticky notes
1–2 days out: Streamline booth install and setup
Your exhibit has made it to the venue. Now it’s time to make sure everything comes together smoothly on the show floor. Booth install is where design, planning, and logistics meet, and it can be a major stress point if not handled well. Whether you're managing setup yourself or working with a labor crew, here’s what to do:
- Arrive early to meet your crew, confirm crate delivery, and walk through setup instructions.
- Test all monitors, lights, demo equipment, and interactive elements. If needed, coordinate with electricians or venue tech staff.
- If anything arrives damaged or incomplete, take photos and notify your exhibit partner or the show service desk.
During the show: Execute, engage, and enjoy!
Your hard work pays off here, but you’ll still need to stay organized and agile. During the show:
- Hold a quick daily team huddle to align on goals
- Keep your booth tidy and stocked with materials
- Greet visitors proactively and ask qualifying questions
- Log or scan all leads immediately
- Take photos and videos for post-show content
End of show: Efficient booth dismantle and outbound logistics
When the lights go down, the work isn’t over. A smooth, damage-free dismantle is key to protecting your investment, reducing costs, and preparing your exhibit for future shows. Poor planning here can lead to overtime charges, shipping mistakes, and unnecessary wear and tear. Here’s how to wrap up the show like a pro:
- Schedule teardown during regular hours to avoid overtime labor costs
- Inspect components for damage and document anything to repair or replace.
- Repack in the order they’ll be needed for the next show. Keep instructions in crate #1.
- Use consistent labels with your company name, booth number, and destination to prevent shipping confusion and added drayage fees.
- Double-check shipping carrier pickup time, paperwork, and destination address.
- Leave the space clean to avoid any additional venue fees.
After the show: Follow through
Once the booth is packed up, the real ROI work begins. Don’t let hot leads go cold. The post-show checklist should include:
- Review invoices and close out open logistics
- Organize leads by priority and assign follow-up
- Send thank-you emails to booth visitors
- Share a post-show recap on social media and your website
- Hold a team debrief to capture lessons learned
- Measure results against your original goals
Extra tips for first-time exhibitors
If it’s your first time exhibiting, keep these additional tips in mind:
- Choose your event wisely and make sure your target audience is there.
- Consider starting small with a scalable, modular booth that can grow with you.
- Select giveaways that are useful, portable, and brand-aligned
- Take advantage of networking and sponsorship opportunities to extend your reach.
Let a trusted partner simplify the process
Even the most detailed checklist can’t replace experience. The truth is, coordinating a successful trade show takes time, attention to detail, and cross-functional teamwork, and not every marketing team has capacity to manage it all internally. That’s where a seasoned exhibit partner like Featherlite comes in. From design and fabrication to logistics and on-site coordination, we help take the pressure off your team and ensure nothing slips through the cracks. A good partner doesn’t just build your booth. They help project manage the entire experience.
Ready to simplify your next show?
Even the best checklist can’t replace a partner with experience. Featherlite’s modular exhibit solutions make it easier to prepare, scale, and succeed, whether you’re attending your first trade show or your fiftieth.
Let’s talk about your next event. Contact us to get started.
