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Use Your Trade Show Marketing Calendar to Create the Perfect Timeline

You’ve probably heard the saying, “the best way to predict the future is to plan for it in the present.” Did you know that you can apply it to your trade show event by following a trade show marketing calendar?  Planning is a continuous process. It entails a long list of to-dos and deadlines that could easily slip through your busy schedule.

That is why we have created a comprehensive timeline to guide you through all your trade shows. With this weapon in your arsenal, you should be able to escape any last-minute rush.

The Ultimate Marketing Calendar

A marketing calendar is an actionable roadmap for marketing activities. It encompasses all your marketing goals and strategies, and when you wish to achieve them. In other words, it is a tool that visualizes your planning.

Although every company prepares differently for a trade show, this calendar has worked wonders for many brands. 

12 Months Before the Show

This is the best time to set your strategy. Identify the goals you wish to achieve and create a budget to cater to it. Then, use your budget to forecast your ROI. This should help you determine if the trade show is a good idea for your business. 

9 to 12 Months Before the Show

Register for the show. Registering early ensures you get a premium booth space and don’t miss the show in case your schedule gets busy. Make sure you ask about space allocations and what resources the exhibitor offers.

Next, identify your space needs and create a marketing plan divided into three sections. They should cover marketing pre, post, and at the show.

6 to 9 Months Before the Show

Polish on your brand’s message for this particular show and rehearse it with your team. Make it as compelling as possible.

Next, discuss your exhibit design. Take your time as this is an integral part of your success in a trade show. Once you have a design in mind, call us and shop from the ExpoMarketing line of elegant trade show displays. Our team will handle everything from design and configuration to production.

You should also consider the following:

  • Your lighting needs
  • Product displays
  • Transport and storage
  • Labor requirements
  • Tradeshow giveaways and other promotional strategies
  • Marketing collaterals

If you’re’ going to use literature like pamphlets, postcards, and brochures, start designing and printing them.

3 to 6 Months Before the Show

Check that your vendors are adhering to the timeline and confirm their progress with the booth, merchandise, and marketing materials. You can also order giveaways and:

  • Get shipping details for the booth and other display items
  • Make travel arrangements including car rental details, airfare, and hotel reservations
  • Beginning your pre-show marketing activities

1 to 3 Months Before the Show

Intensify your pre-marketing strategy and prepare your team. Confirm your flight details and travel arrangements. You can also finalize literature printing and booth production.

A Week Before the Show

By this time, you have most things covered. You need to confirm shipping dates and go through everything one more time.

After the Show

You’ve had a successful show. It is now time to follow up on your activities. Make sure you:

  • Send out follow up emails
  • Review your budget and determine your ROI
  • Evaluate your success

Don’t let planning for your trade show take up your whole year. Contact ExpoMarketing today and consult with our top planners.



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