Resources
Trade Show Planning Resources
This page starts with a quick set of resource cards, then gives each tool more detail below.
Checklist
Trade Show Booth Planning Checklist
A practical planning checklist for getting the booth, timeline, and team organized before the show.
Decision Guide
Rental vs. Purchase Decision Guide
A side-by-side guide for deciding whether renting or buying a trade show exhibit is the better fit.
Buyer Guide
Questions to Ask Prior to Choosing an Exhibit Partner
A buyer-focused question set for comparing exhibit partners before choosing who to work with.
Worksheet
Exhibit Program Review Worksheet
A worksheet for reviewing an exhibit program and spotting practical ways to improve it.
ROI Checklist
Trade Show ROI Checklist
A checklist for measuring trade show value beyond lead count and surface-level metrics.
Collaboration Tool
Collaboration Checklist for Exhibit Projects
A coordination tool that helps stakeholders, designers, project managers, and internal teams stay aligned.
Checklist
Trade Show Booth Planning Checklist
Use this checklist to turn a trade show idea into an actual plan that covers goals, ownership, budget, and execution details.
At a glance
- Clarify what success looks like before work starts
- Map deadlines, responsibilities, and approval steps
- Keep the booth, marketing, and operations pieces aligned
- Reduce last-minute surprises before show week
Planning foundation
- Define the event goal in plain language.
- Choose the audience you want to influence most.
- Set the budget early so the team is working inside real limits.
- Write down the booth size, show dates, and internal owner.
Execution checklist
- Confirm the exhibit strategy, format, and booth footprint.
- Review shipping, installation, labor, and storage needs.
- Check staffing, talking points, and lead capture setup.
- Assign follow-up ownership before the show ends.
Final review
- Make sure the messaging matches the audience and objective.
- Verify all approvals, artwork, and orders are complete.
- Build a post-show review step into the plan.
Decision Guide
Rental vs. Purchase Decision Guide
Use this guide to compare flexibility, long-term value, and support needs before locking into a booth strategy.
At a glance
- Compare short-term flexibility against long-term ownership
- Think through storage, repair, and reuse requirements
- Match the option to how often the booth will actually be used
- Avoid choosing based on price alone
When renting usually fits
- The show mix changes from year to year.
- The team wants lower upfront commitment.
- You need flexibility in size, layout, or look.
- You want support without carrying ownership overhead.
When buying usually fits
- The booth will be used often enough to justify ownership.
- The brand needs a consistent long-term presence.
- Storage and maintenance are already planned.
- The company prefers to own the asset and the brand system.
Decision checkpoints
- How many shows per year will use the booth?
- Do you need the same footprint every time?
- Who is handling storage, repairs, and refreshes?
- What matters more right now: flexibility or control?
Buyer Guide
Questions to Ask Prior to Choosing an Exhibit Partner
Use these questions to compare partners, understand how they work, and see whether they are a real fit for your program.
At a glance
- Evaluate communication and collaboration style early
- Check whether the partner can support your full program
- Understand how they handle process, deadlines, and changes
- Spot mismatches before they become expensive problems
Fit and communication
- How do they keep clients updated during the project?
- Who is the day-to-day contact?
- How quickly do they respond when something changes?
- What does collaboration look like after the sale?
Capabilities and process
- What kinds of exhibit programs do they handle most often?
- How do they manage design, production, and delivery?
- What happens if the timeline shifts?
- How do they prevent scope gaps or missed details?
Decision questions
- Are they giving answers that sound specific and practical?
- Do they understand the way your team works?
- Will they help solve problems or just sell a display?
Worksheet
Exhibit Program Review Worksheet
Use this worksheet to step back and evaluate whether your current exhibit program is still supporting the business well.
At a glance
- Review the current program without starting from zero
- Identify what is working and what needs attention
- Make the next conversation more objective
- Find the easiest improvement opportunities first
Program snapshot
- What does the program do well today?
- Where does it create friction or waste?
- Which shows are still worth the investment?
- Which parts of the program are overdue for a refresh?
Performance review
- Are the booth size and format still a good fit?
- Is the messaging still relevant to the audience?
- Are sales and marketing aligned on what the program should do?
- Does the team have a clear process for follow-up and review?
Next-step prompts
- What should be kept as-is?
- What should be simplified?
- What needs a deeper strategy review?
ROI Checklist
Trade Show ROI Checklist
Use this checklist to connect show activity to business outcomes and build a clearer case for the program.
At a glance
- Look beyond raw lead volume
- Track outcomes that matter to sales and marketing
- Review both immediate and longer-term value
- Use the results to improve future planning
What to measure
- Qualified conversations started at the booth.
- Meetings or demos booked during the event.
- Follow-up activity completed after the show.
- Pipeline influence and sales opportunities created.
How to review value
- Compare the show result against the goal that was set.
- Separate good conversations from weak ones.
- Look for repeat patterns across multiple events.
- Check whether the booth, staffing, or messaging affected performance.
Questions to ask after the show
- Did the program reach the right audience?
- Did it create sales activity that matters?
- Was the investment supported by measurable output?
Collaboration Tool
Collaboration Checklist for Exhibit Projects
Use this tool to keep everyone moving in the same direction and avoid the communication gaps that slow exhibit projects down.
At a glance
- Keep stakeholders, customers, and vendors aligned
- Clarify ownership for each stage of the project
- Make handoffs smoother between teams
- Reduce confusion during busy planning cycles
Collaboration setup
- Name the internal owner and the external contacts.
- Agree on the project goal and the deadline.
- List the people who need to approve decisions.
- Set the communication rhythm before work gets busy.
Workflow checklist
- Share the timeline and key milestones.
- Document what each person is responsible for.
- Track decisions, approvals, and open questions in one place.
- Confirm the next action at the end of every meeting.
Team health check
- Does everyone know who owns what?
- Are issues getting surfaced early enough?
- Is the project moving or just getting discussed?