The Ultimate Trade Show Exhibitor Pre-Show Checklist: The 6-Month Playbook

TRADE SHOW STRATEGY

Your Complete Pre-Show Checklist:

The 6-Month Playbook

From booth selection to opening day — a step-by-step guide for companies serious about making their next trade show count.

By mackenzie EXHIBIT - 10 min read - Exhibit Planning

The best trade show booths don’t happen by accident. They’re the result of months of deliberate planning — booth strategy, design, fabrication, staffing, and logistics all working in lockstep. Whether it’s your first show or your fifteenth, this guide walks you through every critical milestone. And at each step, mackenzie EXHIBIT is here to carry the load.

6+

MONTHS MINIMUM

(can be compressed by mE)

20+

CHECKLIST ITEMS

1

PARTNER TO GUIDE YOU

6 Months

Secure Your Show & Space

FOUNDATION — DON'T SKIP THIS

Set your total trade show budget — Account for design, build, shipping, travel, marketing, and show services.

Define your goals and KPIs — Leads generated, brand impressions, demos booked? Set clear benchmarks before design begins.

Select your target trade show — Align the event to your industry goals, audience, and budget. Evaluate past attendance, competitor presence, and ROI potential.

Register and reserve booth space — Submit your exhibitor application and lock in square footage early. Premium corner and end-cap spots sell out fast. [mackenzie EXHIBIT can advise]

Review the exhibitor prospectus — understand all rules regarding booth height, rigging, electricity, hanging signs, and structural restrictions.

5 Months

Engage Your Exhibit Partner

DESIGN STRATEGY KICKS OFF

Brief your exhibit company — Share booth dimensions, brand guidelines, goals, and any existing assets. [mackenzie EXHIBIT leads this]

Review initial concept designs — mackenzie EXHIBIT presents 3D renderings and layout options tailored to your space and story. [mackenzie EXHIBIT leads this]

Decide: custom build, rental, or hybrid? — mackenzie EXHIBIT walks you through the trade-offs on ownership vs. rental for your frequency of showing.

Align on messaging hierarchy — Determine primary headline, product spotlights, and call-to-action placement within the booth layout.

Plan technology integrations — Interactive displays, LED walls, kiosks, demo stations. [mackenzie EXHIBIT can advise]

4 Months

Approve Design & Begin Fabrication

THE BUILD BEGINS

Sign off on final design — Approve structure, graphics, finishes, and layout before production begins. Changes after this point add cost.

Deliver final graphic files — Provide print-ready artwork at correct dimensions and resolution. mackenzie EXHIBIT’s design team can produce all graphics. [mackenzie EXHIBIT handles this]

Confirm AV and electrical requirements — Submit power, rigging, and hanging sign requests to show management through the official exhibitor portal.

Order show services early — Electrical, carpet, furniture, cleaning, and lead retrieval are cheaper before the show’s discount deadline.

Fabrication begins — mackenzie EXHIBIT’s team builds and performs QC for your exhibit in-house before anything ships. [mackenzie EXHIBIT handles this]

3 Months

Marketing & Attendee Engagement

DRIVE TRAFFIC BEFORE YOU ARRIVE

Launch pre-show marketing campaign — Email, social, and digital campaigns telling your audience where to find you.

Schedule meetings with key prospects — Reach out to your top targets now. Calendars fill up fast once the show floor opens.

Confirm speaking opportunities or sponsorships — If your company is presenting or sponsoring a session, confirm details with show management.

Plan booth activities and giveaways — Contests, demos, live presentations, branded swag — finalize and order with enough lead time.

Finalize staff assignments — Who’s working the booth, when, and with what talking points? Train your team on goals and messaging.

6–8 Weeks

Logistics & Shipping Planning

GET EVERYTHING MOVING ON TIME

Finalize shipping plan — Coordinate with the freight carrier, target move-in window, and determine whether to use the warehouse or direct-to-show delivery. [mackenzie EXHIBIT manages this]

Pack and label all crates — Every case labeled with show name, booth number, contact, and return address. mackenzie EXHIBIT handles crating. [mackenzie EXHIBIT handles this]

Confirm I&D labor — Book your install crew through mackenzie EXHIBIT or the show’s official labor union. [mackenzie EXHIBIT can coordinate]

Book travel and hotel rooms — Show hotels fill up. Book your team’s accommodations well before room blocks close.

Confirm all show service orders — Double-check electrical, rigging, and AV orders are confirmed and on file with show management.

2 Weeks

Final Preparations

LAST CHECKS BEFORE GO-TIME

Confirm freight is on schedule — Verify your shipment tracking and estimated delivery to the advance warehouse or show facility. [mackenzie EXHIBIT monitors this]

Conduct a staff briefing — walk your team through the booth layout, demo flow, lead-capture process, and daily schedule.

Test all technology — Confirm all screens, tablets, demo units, and interactive elements are loaded and functional.

Pack your show kit — Tape, scissors, badge holders, touch-up paint, extension cords, zip ties, extra business cards, phone chargers.

Finalize the lead-capture workflow — Ensure every staff member knows how to scan, log, and tag leads for post-show follow-up.

Show Day

Installation, Show & Dismantle

MACKENZIE EXHIBIT HAS YOU COVERED, START TO FINISH

Supervise installation — mackenzie EXHIBIT’s team oversees the full setup, ensuring everything matches the approved design before doors open. [mackenzie EXHIBIT on-site]

Walk the booth before opening — Final inspection: all graphics seated, AV running, products placed, giveaways stocked.

Work the floor with intention — Stick to your goals. Capture every lead. Schedule next steps before prospects leave the booth.

Dismantle and re-crate — mackenzie EXHIBIT coordinates full dismantle, packing, and outbound freight at show close. [mackenzie EXHIBIT handles this]

Post-show debrief within 48 hours — Review lead count, team notes, and what worked. Start planning improvements for the next show.

Ready to Start Planning?

Your next great trade show is closer than you think. Let’s map out your timeline, define your goals, and build something that turns heads on the show floor.

Don't have 6 months? No problem — contact mackenzie EXHIBIT today and we'll work out a plan that fits your timeline and gets you show-ready.

TALK TO mackenzie EXHIBIT TODAY — mackenzie-exhibit.com