Trade Show Booth Planning: What to Do and When
Most booth problems start in the last two weeks before a show: artwork that isn't ready, a logo file that won't print large, or hardware that shows up the day before load-in. A little planning up front avoids all of it.
Here's how to work backward from your show date.
As soon as you book the space
- Confirm your booth size. A 10' and a 20' booth need different hardware. Check whether you have an inline space, a corner, or an island.
- Read the exhibitor manual. Shows set rules on wall height, lighting, power, and who can set up. Note the move-in and move-out windows.
- Decide what you're promoting. One message reads better from across the hall than five.
Two to three months out
This is the time to pick your hardware and start design.
- Pick the pieces. Backwall, counter, towers, backlit display, or a full kit. Think about what you'll actually use at the booth: demos, sign-ups, giveaways, or meetings.
- Gather your artwork. Logos, brand colors, product photos. Vector logo files (.ai, .eps, .svg, or a vector PDF) print cleanly at booth size. A logo pulled from your website usually won't.
- Plan for reuse. Good hardware lasts for years. If you're doing more than one show, design around a frame you can reprint for the next one.
Six to eight weeks out
- Review the mockup. Check the layout the way an attendee will see it: from the aisle, at a walk. Your name and what you do should read from a distance. Details go at eye level and on the counter.
- Keep the top clear. The top of your backwall is the part people see over the crowd. Put your logo and main message there, not at knee height where tables and people block it.
- Approve the proof. Check spelling, phone numbers, web addresses, and colors before anything prints.
Two to four weeks out
- Production and check. Graphics print and the full booth gets checked before it leaves.
- Book setup. Decide whether you want the booth built for you at the venue or want your team trained to set it up.
- Order the small stuff. Literature, giveaways, a way to capture leads. These get forgotten more than the booth does.
Show week
- Know your load-in time and where to bring the cases.
- Set up early so there's time to fix anything before doors open.
- Take photos of the finished booth. They're useful for next year and for your marketing.
After the show
Pack the hardware in its cases and store it somewhere dry. Before your next show, look at what worked. Often the frame stays and only the graphics change.
Why local matters
Online booth companies ship a crate and leave the rest to you. A local team can design the booth, deliver it, build it at the venue, and match it to your vehicles, windows, and office walls.