How far in advance do you begin to plan for exhibiting at a trade show?

At least as important as time is objective. Why are you going? What do you hope to get out of the show? What does success look like immediately afterward, 30 days later, three months later?

You need to quantify this for every show you invest in. If you can't justify the show based on short and long-term success measures, that could be a lot of hard and soft costs into a marketing initiative that's hard to justify (and taking resources away from channels that could more successfully and efficiently drive the business forward).

Planning should begin about a year prior to the event in order to run smoothly and stress-free. This amount of time will allow you to get an ideal booth space (hopefully in a high-traffic area), design your trade show booth, find and prepare your staff, etc. As Matt mentioned,having an objective is the first step in planning for the upcoming event in order to have a goal to accomplish while you are on the show floor.

I don't think that you need a year to plan an event; if you have a good team who are able to replicate stand graphics and go to each event with a similar format (stand size/collateral), then an event can be planned within a 3 month period without a problem.
As long as you have clear objectives and can execute on time then it can be done on a minimal time-frame.

Planning resources are always the issue. However the best planners begin to plan for the next exhibit as soon as they have completed the current trade show. Small businesses are usually resource challenged so I would suggest start planning no later than six months prior to the event. It all really depends on the resources, human and financial, available to you. Remember time is a resource as well so plan far ahead of the event for best chances.

Six months to a year; and develop a specific marketing plan for each show. Consider all the opportunities for brand awareness-building, targeted marketing, and press exposure -- beyond the booth itself. I've worked in show management and have been an attendee and exhibitor and, all too often, companies "leave money on the table" because they don't look at the various ways that trade shows can ultimately help them connect with high-level decision-makers and get press exposure -- that lasts far beyond the two or three days of the event itself. Senior management also needs to be involved in strategy development!

It can be up to a year, but one of the keys is knowing the show or do some homework on new shows. Where are the best places for client dinners or your own events around the show? Are the organisers changing anything that might affect your stand decisions? I organised a show in Cannes for years and the best restaurants always booked up a year in advance for the Wednesday night. You don't need to plan everything a year in advance, but there may be certain elements where getting in early gives you an edge - esp. if you're new to the show.

Yes, one year is prudent. Develop as checklist based on what worked this year and did not work. The best time to do that is right after or during this years show. Take pictures of other booths and collect effective formats, ideas, giveaways and pitches from other exhibitors. Those that are not even competitors will give you inspiration. Collect and file this stuff so you have a brainstorming list when the 6 month mark rolls around. It can be a lot of fun to make changes and improve from year to year at a given trade show. Also, sign up and follow the pre-show activities for speaking slots and opportunities to leverage your presence at that show. Sr management loves to hear you are maximizing their investment at a tradeshow. Just do not commit to anything without their express permission. Also, plan on them not showing up for events and speaking slots, if they get a client emergency or golf opportunity. Not a crisis, just have a back-up. They have priorities and things do happen.

Yes, one year is prudent. Develop as checklist based on what worked this year and did not work. The best time to do that is right after or during this years show. Take pictures of other booths and collect effective formats, ideas, giveaways and pitches from other exhibitors. Those that are not even competitors will give you inspiration. Collect and file this stuff so you have a brainstorming list when the 6 month mark rolls around. It can be a lot of fun to make changes and improve from year to year at a given trade show. Also, sign up and follow the pre-show activities for speaking slots and opportunities to leverage your presence at that show. Sr management loves to hear you are maximizing their investment at a tradeshow. Just do not commit to anything without their express permission. Also, plan on them not showing up for events and speaking slots, if they get a client emergency or golf opportunity. Not a crisis, just have a back-up. They have priorities and things do happen.

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