How to plan a trade show or event: a guide for first-time exhibitors
- Eleanor Loveday
- Jul 29
- 7 min read
A client of ours once described event planning as an "intense, all-consuming task which requires layers of thought and organisation." And they're not wrong, especially if it's your first time exhibiting.
Wondering how you’ll fit event planning into your already-busy schedule? Worried about missing something? Feeling the pressure to deliver big results?
We get it. That’s why we've put together a step-by-step guide to event planning, to help exhibitors like you ease the event overwhelm. It's also why we work with clients all the way from design to the build of their exhibition stand, guiding you throughout the process to take some of the pressure away.
1. Define your goals and budget
Figure out the basics before anything else.
Why are you exhibiting?
Whether it's to increase brand awareness, build client relationships or launch a new product, make sure that your reason for exhibiting is rooted in strategy.
What does success look like?
Set a few key SMART objectives that are grounded by your strategic goals, and connected with your wider marketing efforts.
What’s your budget?
Having a budget or budget range in mind at the beginning will keep your planning structured, as well as guiding your stand partner. It means we can zoom in on the right response to suit your spend, whilst getting the most out of your objectives.
2. Choose the right event
There's a smorgasboard of events to choose from, so make sure you pick the right ones for the right reasons. Consider:
Does the event fit into your marketing strategy?
For instance, knowing your event is supporting top of funnel brand awareness might lead you to consider different options versus lower funnel functions.
Relevance to your industry and target audience
While it's helpful to consider where your competitors are exhibiting, don't be blinded by other brands. Stay market-orientated and think about where your target audience are showing up, and what they'd like to see from you at events.
Attendee demographics
Look at advocacy, footfall, and any other event metrics the organisers can give you.
Top tip: If you can, attend the show as a visitor before committing to exhibit—it gives you a feel for the layout, audience, competitor presence, and what works (and just as importantly, what doesn’t).
3. Book your space early
Stand location can have a big impact on footfall, so make sure you book your space early. Think about how people might flow through the event, and who/what else is in the vicinity of your spot. Weigh up your preferred spaces against the all-important budget.
We regularly have clients asking for our advice when choosing their stand plot, something we're always happy to offer guidance on.
4. Engage your stand partner
The earlier you reach out to your stand partner, the better! It means we can help and advise on things you might not have considered, identifying and resolving challenges early. It also means we can meet early bird deadlines for site services like electrics and wifi, saving you the extra cost of late fees from the venue.
We’d recommend getting in touch a minimum of 3 or 4 months before the event, although we often start the conversation as much as a year in advance.
How to choose the right contractor?
Look at their portfolio to get an idea of the quality and types of projects they've worked on previously.
See how they respond to your enquiry. Do they begin by asking questions to understand your brand, event and objectives, or do they give a generic response?
Are they transparent about costs and limitations, as well as suggesting opportunities and ideas?
5. A stand-out design
Did you know that creativity is the second biggest multiplier of effectiveness in marketing (second only to brand size)?
For exhibitors, that means there’s a lot of power in the stand design. And that’s where your stand partner comes in. We will take your brief and create a true to life concept of your exhibition stand. At IMAGE, design is matched up with clear and complete costings, helping you understand exactly where your budget is going.
Once your stand design is agreed, we will get to work on creating it, as well as taking care of all the behind-the-scenes logistics associated with your stand. (That includes AV, hospitality and more!)
Looking for some creative inspiration for your next space? Explore our exhibition stand portfolio.
6. Plan Your Pre-Show Marketing
With the exhibition stand being taken care of by your contractor, you're free to focus on your own brand and marketing. Pre-show marketing too often gets left to the last minute, but it shouldn't. Plan your pre-show marketing as early as possible.
And remember, events are always part of a bigger marketing mix, so remember to use these wider tools. Your pre-show marketing might look like...
Using your CRM to invite contacts
At the most basic level, tell people you're going! Use your CRM to invite contacts.
Reaching out to existing clients and contacts to pre-plan meetings
For a more personal touch, you could get in touch with existing clients and key contacts directly to pre-plan meetings - particularly relevant if you're in B2B.
Sharing on social media
Remind followers that you’re exhibiting (then remind them again and again), and tease what they might gain from visiting your stand.
p.s. our design team will provide you with a set of 3D design visuals, which you can use to tease your exhibition stand and help people spot you easily at the show!
Running a competition or giveaway that connects with the event
You might be running a special offer or competition at the event itself and encouraging people to attend, or a competition in advance of the show. Whatever it is, competitions and giveaways are a great chance to drive attention to your event presence.
Sponsorship packages
Being a paid ‘sponsor’ of the event might grant you dedicated social media posts from the event account, a slot on the event website and more, as well as extra signage and visibility at the show. Of course, there's often a hefty price tag attached to sponsorship, so carefully weigh up if it's right for you, particularly if it is your first time at the show.
7. Plan your on-stand interactions
Running an interaction or game on your stand? It's something you will have discussed already with your stand partner, and already will be baked into your exhibition stand design. This could be anything from a quiz to a photo opportunity, live demo, competition or interactive challenge.
If there's any prep to do before the show, make sure you do it in good time.
What you need to think about:
The tech or props you'll need, like tablets, microphones, signage, prize materials. Working with us, we manage the setup of your stand interactions, easing the pressure on you to sort tech and equipment.
Data capture tools and processes
A schedule for any timed activities
Staff roles—i.e. who’s hosting, who’s managing queues?
How your engagement ties into your follow-up strategy. More on that later!
Want to know more about gamification and on-stand interactions? Check out our guide here.
8. Get your team on board
Your team represents your brand—make sure they’re prepared.
Choose staff who are outgoing, knowledgeable, and professional
Brief them on your goals, messaging, and key talking points
Make sure that everyone is clear and comfortable with their role: whether they're giving product demos, hosting a game, or meeting with clients.
Make sure you plan for plenty of breaks. Exhibiting can be tiring work, so make sure your team have time to rest, refresh and refuel throughout the day, as well as networking and exploring the event.
Tip: Encourage your team to actively engage and welcome visitors — after all, even the best looking stand can’t make up for a frosty reception.
9. Pin down the logistics
Logistics can make or break a trade show experience. Luckily, we manage our clients’ projects from start to finish, and that includes all the logistics associated with the exhibition stand. But there’s still some things you should think about...
Checklist:
Merch and materials: what do you need? Make sure any materials are prepped and printed in good time, and sent to your stand builder to be taken to the event.
Digital integrations: running a special offer at the show, or need a designated landing page set up? Make sure it's ready and tested in advance to avoid any hiccups.
Video and digital content: create any videos or assets that you need.
Setup and breakdown schedule: your stand builder will be managing this, but make sure you know when you need to be at the venue, and key timings for the day.
Ensure you have any passes and permits sorted for accessing the venue. Speak to the organiser or your stand partner if you're unsure.
Accommodation and travel for your team
10. Fast-track a strong follow-up
Don't wait until after the event to start thinking about your follow-up. Make sure you've prepped anything you'll need.
That extends to your lead capture. Whether you're using event tech like badge scanners, connecting lead capture with your CRM or doing something else entirely, ensure it's linked in a way that makes follow-up easier, not harder. To find out more about event tech in 2025, take a look at our blog here.
Ready to start planning your trade show or event? We're ready to hear from you. Get in touch and let's chat about your project today.
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