First-time exhibitor checklist: 90/60/30-day plan

Short answer: First-time exhibitors should plan on a 90/60/30-day timeline: confirm booth and logistics at 90 days, train staff and finalize demos at 60 days, and run dry runs plus follow-up templates at 30 days before doors open.

Who this checklist is for

First-time exhibitors preparing a 10×10 or small island booth at a B2B trade show. Adjust timelines for larger builds or international freight.

90 days before the show

• Confirm booth space and review show manual (drayage, labor, electrical rules)
• Set lead capture process — CRM fields, badge scanner or manual backup
• Book hotels and travel; align sales and product staff schedules
• Order booth structure and graphics; allow proofing time
• Publish pre-show outreach to customers and prospects attending

60 days before the show

• Finalize booth layout, demo flow, and meeting area
• Train staff on qualification questions and uniform messaging
• Prepare give-away or demo inventory; avoid shipping last-minute
• Schedule ship dates to the advance warehouse if offered
• Confirm speaking slots, sponsorships, or partner meetings on-site

30 days before the show

• Run internal dry run — 15-minute booth pitch per team member
• Print backup materials: business cards, one-pagers, QR to landing page
• Verify lead retrieval devices and offline fallback
• Share daily booth schedule (shifts, breaks, escort to meetings)
• Prepare post-show follow-up email templates by lead tier

During the show

• Log notes on every qualified lead within minutes, not at day end
• Photograph busy periods and engagement for internal debrief
• Escalate hot leads to same-day follow-up when possible

Within 48 hours after the show

• Send personalized follow-ups referencing booth conversations
• Upload and dedupe leads in CRM; assign owners and SLAs
• Hold debrief: what messaging worked, which competitors appeared, ROI estimate

Find your next event

Search upcoming fairs on ExhibitionsVoice or explore city trade show hubs to plan your next exhibition.

FAQ

When should a first-time exhibitor book booth space?

Popular shows often sell out 6–12 months ahead. Use the 90-day block to confirm space, show manual rules, and freight timelines — not to start vendor search.

What is the biggest mistake first-time exhibitors make?

Under-budgeting logistics and post-show follow-up. Booth fees are typically one-third of total show cost; weak lead SLAs waste the rest.