Introduction to Managing Exhibits

Managing exhibits is a multifaceted process that demands meticulous planning, strategic thinking, and a dedicated team of professionals. Every aspect of the trade show experience—from initial concept to final execution—relies on a well-coordinated approach to ensure that exhibitors, sponsors, and attendees all benefit from an outstanding exhibit experience. Leveraging a robust project management tool is essential for keeping every detail organized and every team member on the same page. By integrating project management best practices, exhibit managers can streamline logistics, coordinate services, and create a seamless process that supports the goals of the event. Whether you’re overseeing a single booth or an entire exhibition hall, effective management is critical to delivering a successful conference or trade show that meets the expectations of all stakeholders.

Benefits of Pre-Planning

Pre-planning is the cornerstone of a successful trade show or conference. By investing time upfront to create a comprehensive plan, exhibit managers can ensure that every stakeholder—from exhibitors and sponsors to attendees and service providers—is aligned and working toward the same objectives. This proactive approach allows for the identification of potential challenges and the discovery of new sponsorship opportunities, all while keeping the exhibit experience at the forefront. Pre-planning also enhances efficiency, enabling teams to manage budgets, allocate resources, and make data-driven decisions that lead to outstanding results. With everyone on the same page, the planning process becomes smoother, stress is reduced, and the event is positioned for maximum impact and success.

Setting Exhibit Goals and Objectives

Establishing clear goals and objectives is a critical first step in the exhibit management process. By defining what the exhibit aims to achieve—whether it’s generating leads, increasing brand awareness, or launching a new product—exhibit managers can create a focused plan that guides every decision. Identifying the target audience, clarifying the exhibit’s purpose, and setting measurable objectives ensures that the exhibit experience is both effective and aligned with the broader business strategy. This clarity allows managers to track progress, adjust tactics as needed, and evaluate the overall success of the trade show or conference. Setting well-defined goals also helps prioritize tasks, allocate resources efficiently, and manage expectations for all involved parties.

Budgeting and Cost Management

Effective budgeting and cost management are fundamental to delivering a high-quality exhibit experience. Exhibit managers must create detailed budgets that account for every aspect of the event, from booth construction and inventory to labor and logistics. By carefully managing budgets, managers can control costs, avoid overspending, and ensure that resources are used efficiently. This process includes identifying potential cost savings, negotiating with suppliers, and maintaining tight control over inventory and labor expenses. With a clear budget in place, exhibit managers are better equipped to make informed decisions, mitigate financial risks, and deliver an exhibit that meets both quality standards and financial goals. Proper cost management not only supports the success of the current event but also sets the stage for future exhibitions.

14-15 MONTHS Until Event:

Create an Exhibit Budget

• Booth costs including set up and tear down
• Venue/exhibit facility rental fees (don’t forget tax!)
• Marketing expenses
• Insurance, including liability and cancellation
• Costs for decoration, storage, utilities and security
• Any travel-related expenses
• Factor in your estimated booth sales income

Select your Drayage and Decorating Vendors

Drayage (shipping) companies provide you and your exhibitors with professional shipping and handling to and from your exhibitors’ booths. Decorating companies handle everything from pipe-and-drape to carpet and furniture. Vendors can also assist with shipping and logistics to ensure smooth event execution.

• Ask for references
• Make sure companies offer tracking and guarantee shipments on-time and damage-free
• Request pricing estimates or lists
• Request furniture, drape, decor booklet/online link
• Ask about Online exhibitor kits for easy exhibitor ordering, including creating comprehensive exhibitor service kits that include essential event details. These kits can be delivered through an online platform for easy access and ordering.

Request sample reports from vendors to evaluate their tracking and performance capabilities.

12-13 MONTHS until Event:

Design the Exhibit Space Layout and Usage

• Take into account attendee flow and circulation to maximize booth/table space
• Determine any venue restrictions on lighting, signage, booth sizes, and manage assets such as booth materials, collateral, and giveaways
• Determine layout for catering points if F&B will be in the hall.
• Share your floor plan with your other vendors to receive any necessary input, including coordinating the location and storage of exhibit materials
• Arrange for signage placement and equipment rentals
• Identify utilities on your floor plan (e.g. power, phone, internet)
• Have interactive floorplan for exhibitors to select their booth placement and provide secure access to manage their booth spaces if possible

Secure a Lead Retrieval Vendor for your exhibitors to capture leads

Create Exhibitor Prospectus/Exhibitor Sales Kit. The prospectus should include:

• Overview of the event from the conference organizer
• Highlights of key components of the conference: educational sessions, networking events, exposition
• Attendee demographics/categories
• Benefits for exhibitors (why should they choose to exhibit at your conference)
• Exhibit Packages components and pricing, including management of exhibit properties such as tracking and organization
• Exhibit contract, rules, and regulations (suggest having this as a separate document)

Solicit Exhibitors: It is critical to create industry exposure for your conference to find prospective exhibitors. You are able to create buzz and interest through multiple platforms:

• Email Marketing, social media
• Industry publications
• Post current exhibitors on your conference website to attract other prospects in the industry
• Testimonials

4-6 MONTHS until Event:

Provide Visibility for your Exhibitors to Encourage Repeat Exhibitors and Attract New Exhibitors

• Onsite signage
• Conference programs
• Swag
• Event websites

Coordinate a Security Vendor

• Protect exhibits during non-exhibit hours
• Collect references
• Provide estimated hours to obtain costs
• Compare costs
• Ask for client approval to keep clients informed and involved in every step
• Draw up contract for co-signature

As the event organizer, you are responsible for overseeing security and logistics to ensure a seamless experience for your clients.

Exhibitor Registration

• Encourage Exhibit contacts to register their booth staff in advance and serve as the main contact for exhibitor inquiries and support
• Consider a registration system that scans barcodes for easy badge pickup and serves as a lead retrieval tool for your exhibitors
• Track each registration task to ensure nothing is missed

Review all contracts and printed materials carefully and note all deadlines for submitting paperwork and payments

1-2 MONTHS until Event:

Make sure all booth constructions are underway and on schedule, and execute final booth setup and installation.

Confirm that all signage, swag, brochures, and other marketing collateral will be ready by the event.

Lock down your logistics by confirming all dates and details with your shipping, installation, and storage vendors, and review all processes with vendors to ensure readiness. When working with storage vendors, use technology to track and manage stored materials, and ensure that all exhibit materials are properly stored and accessible for the event.

Finalize and confirm payment information with your vendors.

Showcase your expo: send out press releases and notify your attendee base.

Consider an email campaign themed to the trade show.

Take advantage of social media.

ONE WEEK PRIOR:

Ensure all show management shipments are received to the advanced warehouse (provide decorator with tracking number manifest) to ensure materials are easily accessible at the event site.

Set up a call with your decorator to go through the run of show: move-in schedule and critical setup times throughout the event, including coordinating logistics for global exhibitors or participants.

Confirm hotel reservations for any critical staff, allowing them to focus on their core responsibilities during the event.

POST EVENT:

Collect final bills and review for discrepancies

Send any outstanding payments to client to approve and process. Generate post-event reporting to evaluate performance and provide insights for future improvements.

• Start early—14+ months out is ideal for budgeting, vendor selection, and floorplan design.
• Choose vendors who offer online exhibitor kits and shipment tracking.
• Use an interactive floorplan to allow exhibitors to choose their booths in real-time.
• Don’t underestimate signage, lead retrieval, or security—these add significant value and protection.
• Send reminders to exhibitors with key deadlines for registration, payments, and forms.
• Offer early visibility for committed exhibitors on your website and promotional materials.
• After the event, consolidate all invoices and address discrepancies promptly to close the loop professionally.
• Review the overall exhibit program for future improvements and apply these best practices to upcoming trade shows.