Trade Show & Conference Planning Workflow

Estimated Time: 6-8 weeks Difficulty: Intermediate Team Size: 3-5 people Plan and execute successful trade shows and conferences with this comprehensive event marketing workflow. Designed for marketing managers and events teams to coordinate booth design, vendor selection, staff training, and logistics. Includes automated handoffs between planning phases to ensure nothing falls through the cracks. Covers everything from initial event strategy through post-event lead follow-up and ROI analysis.

9 steps 2 automations

Entertainment event

Import this template free

Process steps

Define trade show strategy and event goals

7 days from previous step

task

Identify target trade shows and conferences aligned with business objectives. Set measurable goals for lead generation, brand awareness, and event ROI. Define budget constraints and approval requirements. Create initial event calendar for the planning period. Evaluate event audience demographics and competitor attendance.

Reserve exhibit booth space and complete registration

14 days from previous step

task

Submit booth registration before early-bird deadlines to save on costs. Select booth location based on attendee foot traffic and competitor proximity. Confirm power, internet, and display requirements with venue. Process payment and obtain exhibitor credentials and floor plan access.

Select event vendors and negotiate contracts

21 days from previous step

task

Request quotes from booth builders, AV equipment providers, and promotional item suppliers. Compare vendor proposals on cost, quality, and delivery timelines. Negotiate contracts and payment terms with selected vendors. Confirm delivery dates align with event setup schedule.

Finalize booth design and marketing materials

28 days from previous step

task

Approve final booth graphics, banners, and display layout. Complete production of printed materials and promotional giveaways. Test product demos, presentations, and interactive displays. Create detailed booth setup instructions for the team. Verify all branded materials meet quality standards.

Assign booth staff and conduct product training

35 days from previous step

task

Assign booth shifts and responsibilities to team members. Train staff on product messaging, demo scripts, and lead capture techniques. Prepare talking points, FAQs, and objection handling guides. Schedule pre-event team briefing. Distribute contact lists, schedules, and emergency procedures.

Ship booth materials and confirm travel logistics

38 days from previous step

task

Schedule shipment of booth materials, displays, and promotional items to venue. Confirm hotel reservations and flight bookings for all attendees. Verify shipping tracking and coordinate delivery confirmation with venue. Prepare contingency plans for delayed deliveries. Create day-of contact sheet for venue staff and vendors.

Set up exhibit booth and complete final walkthrough

42 days from previous step

task

Arrive at venue during designated setup window. Verify all shipped materials arrived and are in good condition. Test electrical outlets, internet connectivity, and AV equipment. Complete booth arrangement according to design specifications. Conduct final walkthrough with team before show floor opens to attendees.

Execute trade show and capture qualified leads

45 days from previous step

task

Staff booth according to shift schedule throughout event days. Engage attendees with product demos and meaningful conversations. Collect contact information and detailed notes on qualified leads. Track daily metrics and adjust engagement approach as needed. Coordinate booth teardown and arrange return shipping for materials.

Follow up with leads and analyze event ROI

52 days from previous step

task

Send personalized follow-up emails to all leads within 48 hours of event close. Conduct team debrief to identify successes and areas for improvement. Import all leads into CRM with proper tagging and scoring. Calculate cost per lead and projected ROI based on lead quality. Document lessons learned for future trade show planning.