A successful trade fair starts long before the doors open. The best stand locations are allocated first, and registration deadlines often fall months before the show. In this article I share a practical timeline, so you know what to arrange and when.

12 months before: choose your trade fair

Decide which market you want to focus on and which trade fair fits it best. Look at the visitor profile, the product sectors and the countries visitors come from. Do you want to join a NL Pavilion or exhibit with your own stand? Make this choice now, because it determines the next steps.

Also check whether you are eligible for subsidy. The SIB scheme of RVO must be applied for before the trade fair starts, and budgets are limited.

9 to 12 months before: register

Request information and a proposal with the stand size, costs and included services. Once you have confirmed, your registration with the exhibition organiser can be arranged. The earlier you register, the better your chances of a good location.

6 to 9 months before: stand design

Your stand is designed and the content is determined. Think about which products you want to show, which messages you want to communicate and how many people you need on the stand. In a NL Pavilion, your stand is built in line with the pavilion concept.

4 to 6 months before: travel and accommodation

Book your flights and hotel on time. During large trade fairs, hotels near the venue fill up quickly and prices rise. Also check visa requirements for the destination country.

3 months before: freight and samples

Arrange the transport of your products and samples. For food products, import rules and documentation differ per country, so start on time. A freight forwarder with experience at trade fairs knows the deadlines of the organiser.

1 to 2 months before: preparation

• Invite your existing customers and prospects to visit your stand.

• Prepare your sales materials and price lists.

• Brief your stand team on goals, products and the follow up of leads.

• Check the exhibitor manual of the organiser for the final deadlines.

During the trade fair

Make sure every conversation is recorded, so you know exactly who you spoke to and what you agreed. At our exhibitions, we are present on site to support you with everything you need.

After the trade fair

Follow up your leads within one week, while the conversation is still fresh. The real result of a trade fair is often only visible in the months after.

One point of contact for every step

Exhibiting internationally is complex, but it does not have to be stressful. At Orange Exhibition Management I take care of the entire process, from registration to support on site. Would you like to know which deadlines apply to the next edition of a trade fair? Please contact me.