Most exhibitors start serious planning 12 to 16 weeks before the show, especially if a custom exhibit is being built. Smaller booths or rental setups can move faster, but staffing, marketing, and shipping still need several weeks of lead time.
At minimum: budget approval, an exhibit design and fabrication timeline, a staffing plan, pre-show marketing, shipping and logistics, lead capture setup, and a day-of contingency plan.
This depends on booth size and expected foot traffic, but exhibitors commonly plan staffing around square footage, then add coverage for meal breaks and peak-traffic windows.
A pre-show checklist covers everything leading up to the event: planning, staffing, and marketing. A post-show checklist covers lead follow-up, ROI reporting, and debriefing with your team, which is a separate stage in the process.
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Advice From The Trade Show Floor