Exhibition Planning Checklist for Exhibitors
Exhibiting fails in predictable places: late space booking, design approval missed, freight arriving after the hall closes, and no lead process. This checklist covers the exhibitor side, from space contract to follow-up.
9–6 months out: space and objectives
Stand location determines a large share of your footfall. Book early and negotiate on position, not just price.
- Objectives defined in leads, meetings or pipeline — not footfall
- Space contracted; check position, aisle frontage, neighbours and height allowance
- Budget split agreed: stand build, space, freight, staffing, marketing, hospitality
- Stand designer or design-and-build partner appointed
6–4 months out: design and approval
Every major European venue has its own technical regulations. Approval deadlines are hard, and late submissions attract surcharges.
- Concept design signed off internally
- Structural drawings and calculations submitted to organiser (mandatory for double-deck and any structure over the standard height limit)
- Rigging order placed — rigging points sell out at major shows
- Electrical, water, compressed air and internet ordered at early-bird rates
- Fire retardancy certificates collated for all materials
4–2 months out: logistics and content
Freight and staffing are where budgets quietly overrun.
- Freight forwarder appointed, customs documentation prepared (ATA carnet where relevant)
- Build-up and breakdown schedule confirmed against hall access times
- Stand staffing plan, briefing document and shift rota
- Demo hardware specified, shipped in duplicate where critical
- Lead capture method chosen and integrated with CRM
- Pre-show meeting outreach to target accounts
Show week and after
- Site supervisor with authority to approve on-stand changes
- Daily lead review and same-day CRM upload
- Photography of stand before doors open
- Post-show: follow-up within 48 hours, cost reconciliation, stand storage or disposal decision
Frequently asked questions
When do exhibition stand designs need to be approved?
Most major European organisers require structural drawings 8–12 weeks before build-up, and earlier for double-deck stands or anything exceeding the standard height limit. Late submission usually incurs a surcharge and risks refusal.
How many staff does an exhibition stand need?
A working rule is one staff member per 8–10 sqm of open stand space for a busy B2B show, plus dedicated demo and meeting-room staff. Understaffing is the most common and most expensive mistake exhibitors make.
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