Showing at an exhibition is a fantastic but overwhelming experience. That’s why we’ve put together this comprehensive exhibition checklist from our years of experience helping clients get the most from their exhibitions and trade shows.

From choosing the right show to following up with leads afterwards, there’s a heck of a lot that goes on in between. If it’s your first exhibition, or you simply want a guide to get you through the intense planning process, we’ve got you sorted. 

Let’s get organised.

6 Months Before the Exhibition

We know what you’re thinking and yes, you really do need to start this early! Think of exhibition planning like planning a wedding. The best venues, spots, and suppliers get booked up in advance, so it pays to be organised. After all – with the expense involved in showing at an exhibition, you don’t want one element that isn’t done in time to jeopardise your attendance.

Picking Your Show

First on your exhibition checklist should be choosing the right show. This will involve researching whether it’s the right fit for you.


Take time to really dig into:

  • If there’s any way to tell if your target audience attended last year’s show
  • Whether the organisers have breakdowns on past visitor demographics they can share (take this with a pinch of salt)
  • Which of your competitors exhibit there
  • What industry contacts are saying about this show
  • What exhibition packages are available
  • How is the show promoted

Don’t just rely on the glossy brochure stats. Talk to past exhibitors, especially those in similar industries to yours. Think carefully about whether it’s worth your investment.

Choosing Your Spot

Here’s where it gets interesting. The decision about where to position your stand needs careful thought. Corner stands, central locations, spots near the entrance – they all come with different price tags and potential benefits. But how do you know what actually works best?

This is where data can help in future. Using tracking technology at your exhibitions allows you to understand exactly how visitors move through your space as well as competitive benchmarking against other stands’ performance. 

You can measure real footfall, see which areas engage people the most, and understand dwell times – taking the guesswork out of whether your stand position and layout are working effectively.

For now though, use floor plans, entry and exit points and pricing plans to select a spot you feel offers the best value for your budget. 

3-6 Months Before the Exhibition

A crucial part of your exhibition checklist is establishing a realistic budget. Exhibition costs can quickly spiral if not carefully planned. Beyond the obvious space rental, you’ll need to consider:

Stand Design and Build


The look and feel of your stand is crucial, especially in trade shows where you’ll be shoulder-to-shoulder with competitors. Most booths are simply a blank space to make your mark on, so plan for the following things to take it from empty space to an enticing booth attendees want to visit:

  • Exhibition stand design and construction
  • Graphics, banners and signs
  • Lighting solutions
  • Flooring requirements
  • Storage areas within your stand

If you need some design inspiration, take a look at our list of creative ideas for exhibition stands.

Technology Integration

Modern exhibitions have technological demands, just like they need space and staff. Get your ducks in a row by figuring out exactly what kind of tech stack you’ll need on the day and arrange the purchases or rental.

Here are popular trade show and exhibition technology considerations you might want to include in your exhibition checklist:

  • Visitor tracking systems (such as footfall counting sensors)
  • Lead capture technology
  • Display screens or interactive elements
  • Reliable WiFi connection
  • Power supply if needed

At Exposure Analytics, we understand that exhibitors need solutions that work for the environment they operate in: live events, trade shows and exhibitions.

That’s why we designed our sensor technology to be portable and easy to install, as well being rentable by event.

Find out more about our event tracking technology to get it booked in for your upcoming event.

Staff Planning and Training

Your exhibition checklist should include a comprehensive staffing plan. Exhibition staff need specific skills and training – it’s quite a different gig from everyday sales or customer service roles. It requires them to make an immediate connection within a highly limited timeframe. 

You’ll also need to consider:

  • Number of staff needed per shift
  • Staff training requirements
  • Accommodation and travel arrangements
  • Uniforms or branded clothing
  • Break schedules and cover arrangements

Using footfall analytics from previous exhibitions can help you plan staffing levels more effectively. For instance, our Apex sensors can show you peak visitor times from your past shows, helping you ensure you have enough staff when they’re most needed.

How to Get Your Team Exhibition-Ready

Beyond the basics, successful exhibitors know that thorough preparation makes all the difference. Here’s what to focus on.

Exhibition staff need focused preparation that goes beyond standard sales training. Just like other skills, exhibition expertise needs to be built methodically to ensure everyone can perform under the unique pressures of the show floor. Make sure your training covers these essential areas:

  • Product knowledge deep-dives
  • Quick engagement techniques
  • Data capture system familiarisation
  • Common customer questions and responses
  • Competition awareness
  • Stand layout and features

Using tracking data from previous shows can help you identify which areas need the most focus. For instance, our Apex sensors might reveal that product demonstrations attract the longest dwell times – making this a key area for staff training.

Managing Your Team On-Site

The difference between a good exhibition and a great one often comes down to how well your team operates during the show itself. Clear structures and processes help everyone perform at their best when the pressure is on. Make sure you have these elements in place:

  • Create clear shift patterns based on expected footfall
  • Establish a team communication channel (like WhatsApp)
  • Schedule regular team briefings during the show
  • Set up a rota for breaks and lunch cover
  • Assign specific roles (e.g., lead capture, demonstrations, meet-and-greet)

Remember that whilst planning is essential, flexibility is too. Keep an eye on your real-time analytics during the show – they’ll tell you if you need to adjust your staffing approach to match actual visitor patterns.

2-3 Months Before


There’s nothing worse than investing in a beautiful stand only to have nobody turn up. The most successful exhibitors know that promotion starts long before the show doors open.

Start Your Digital Marketing

Social media and email can be excellent tools for driving visitors to your stand. Start building buzz early with behind-the-scenes content and promotional materials about your exhibition. Remember to include email campaigns too as your existing customers might want to know about your new product launch.

Finally, keep your website updated with all your exhibition details. You’d be surprised how many companies forget this simple step!

Create a Multi-Channel Marketing Plan

Your marketing strategy should begin at least three months before the show, using a mix of channels to reach potential visitors. Whilst digital platforms are crucial, don’t neglect traditional marketing methods – many of your key decision-makers still value personal outreach.

  • Direct mail to VIP customers
  • Personalised email campaigns
  • LinkedIn company updates
  • Industry publication advertising
  • Press releases about your presence

Your Exhibition Story

Think about what makes your presence at this show newsworthy. Are you launching a new product? Showcasing innovative technology? Sharing industry insights? Create compelling content around your exhibition story and share it across your channels. Remember to:

  • Share behind-the-scenes preparation
  • Highlight team expertise
  • Preview exclusive show offers
  • Showcase your stand design process
  • Tease any special demonstrations or experiential event activations

This will help you build excitement for your trade show or exhibition and develop a unique USP for why you’re there.

Gather Your Materials

Time to sort out your show materials – and there’s quite a bit more to consider than you might think. Getting these sorted well in advance means no last-minute printing panics or running out of crucial materials mid-show.

Start with your core marketing materials:

  • Brochures and product sheets
  • Business cards for all team members
  • Case studies and testimonials
  • Price lists and specification sheets
  • Stand graphics and banners
  • Pop-up displays and roller banners

Consider your digital presence too. QR codes linking to your website or product information aren’t just eco-friendly – they’re trackable. Plus, with our sensor technology, you can measure which displays and materials attract the most attention and generate genuine engagement.

Don’t forget the practical items:

  • Lead capture forms or digital alternatives
  • Prize draw entries if you’re running competitions
  • Notebooks and pens for capturing conversations
  • Display equipment like tablet stands or screens
  • Storage solutions for literature
  • Order forms and quote templates

Remember promotional items too. Choose giveaways that align with your brand and offer genuine value – something that will remind visitors of your company long after the show ends. Our tracking technology can help you understand which promotional displays generate the most interest, helping you refine your approach for future shows.

Quality matters as much as quantity here. Order more than you think you’ll need – running out of materials halfway through a busy show is far worse than having some left over. Plus, good quality materials can always be used at your next event.

During the Trade Show

Even with the best planning, exhibition day can be hectic. Here’s your essential checklist for a smooth-running show:

  • Arrive early – give yourself plenty of time for setup and last-minute adjustments
  • Test all technology and displays
  • Brief your team on the day’s objectives and schedule, reminding them of any KPIs or sales targets
  • Ensure marketing materials are well-stocked and easily accessible
  • Check all tracking technology is operational

Then get ready for your attendees! If you’ve followed all of the steps so far, there should be plenty of potential customers there to see your booth or stand. Remember to take photos and video content throughout the day to use for future marketing promotions.

The Magic Happens After the Exhibition

We hope that this exhibition checklist helps you get the very best out of your show, in particular avoiding missing any big details that will stop you from attending or hamper your performance.

If you’ve installed event tracking technology, you’ll have an extra secret weapon to improve your performance at future events. 

After the event has finished and you’ve followed up on all your leads, take a look at the metrics about how your attendees interacted with your event and learn from it. In our experience, this is the best way to improve your performance for future exhibitions.

Whether it’s understanding which areas of your stand drew the most attention, how long people typically engaged with your displays, or which times of day saw peak traffic with footfall analytics, these valuable insights will help you make data-driven decisions for your next exhibition success.

What Tracking Technologies Can Exposure Analytics Offer for Your Exhibition?

Our range of tracking solutions can help you understand exactly how your exhibition stand performs.

Apex Sensors

Our Apex Monitor delivers precise visitor counting and movement tracking. They show peak busy periods, identify which areas attract most attention, and measure dwell times in different zones – essential data for optimising your stand layout and staff scheduling.

People Coordinates

Our People Coordinates technology maps visitor journeys through your space, showing common routes and natural pause points. This helps you design stands that work with visitor flow patterns and identify any layout issues that might be hindering engagement.

EX Sensors

Our Ex Sensors distinguish between passing traffic and genuine engagement, tracking both first-time and return visits. They measure dwell times for different content types, helping you identify your most effective display elements.

Dashboard

All these insights appear on our real-time Dashboard, letting you make immediate adjustments during the show and plan improvements for future events. You’ll be able to tailor your view to see the metrics that matter most for your event’s success.

Get in touch with our experienced team to learn more about Exposure Analytics’ exhibition tracking solutions today and arrange a live demo.