Planning your trade fair appearance: The checklist for SMEs – what you mustn’t forget

In short: a successful trade fair appearance isn’t decided at the fair itself, but in the weeks leading up to and following it. Most of what goes wrong isn’t a question of money, but of tasks that have been overlooked. This checklist guides you through all the tasks that typically get overlooked in the midst of the stress. The most important rule here is: what you don’t pay for with money, you pay for with time. There are hardly any shortcuts. 

💡 Looking for the costs?  This page is the planning guide. You can find out what a trade fair appearance actually costs in our honest cost overview for SMEs. 

Why is good planning more important than a large stand?

Many SMEs pour their budget into the largest, most attractive stand space possible, whilst forgetting the tasks that really make the difference to success. A small, well-prepared stand with carefully selected invited customers almost always outperforms a large stand without any groundwork. 

The reason is simple: the stand is just the stage. Whether you make sales there depends on what happens before and after. It is precisely these behind-the-scenes tasks that are most often forgotten in the hustle and bustle. 

1. Concept and preparation: the behind-the-scenes groundwork 

Work begins even before the first square metre is booked. Make sure to factor this in. 

Define your objective. Do you want leads, to nurture existing customers, build brand awareness or make direct sales? Recruitment? The objective determines everything else. 

Define your target audience and message:Who do you want to address at the stand, and what is your key message? Are the customers modern or traditional? Decision-makers or the press? 

Develop the stand concept:Which products are the focus, and what experience should the stand convey? This doesn’t cost anything in terms of stand hire, but it can quickly amount to several person-days. 

Select a stand builder early:Compare quotes, check references, finalise the briefing. Good stand builders are fully booked months in advance – if you leave it late, you’ll pay surcharges or have to make compromises. 

Be on site during set-up:The stand builder will set up the stand, but someone from your team must be present: for final decisions, material deliveries and fine-tuning. This means one or two extra days’ travel before the trade fair begins. 

Key point: The stand builder delivers the stand. The responsibility for ensuring everything is right remains with you. At Sissi & Fiona, we’re happy to help you clarify your objectives and define your target audience. 

2. Travel and logistics: before, during and after the trade fair

The journey begins earlier and ends later than most people anticipate. 

Arrival before the trade fair for set-up, delivery of materials and stand inspection. 

Accommodation for the entire stand team – book early, as hotels near major trade fairs are quickly fully booked and expensive. 

Departure after the trade fair for dismantling and the return transport of goods and leftover materials. 

Organise transport for stand materials, exhibits and promotional materials – including storage at the exhibition venue. 

Plan travel days realistically:for a three-day trade fair, your team will usually be on the move for four to five days – per person

Key point:Who on your team will be responsible for setting up the stand and organising the delivery? You’ll need someone with an eye for detail and a clear idea of what needs to be delivered. We at Sissi & Fiona look forward to supporting you on site. 

3. Communication and marketing: a lot happens BEFORE the trade fair 

This is the area that SMEs most often underestimate – because it sounds like it happens ‘during’ or ‘after’, when in fact it takes place beforehand. 

Plan pre-event communication:Newsletters, social media posts, press releases, entries in the exhibitor directory, possibly a landing page – weeks before the first day of the trade fair. 

Create promotional material:Leaflets, brochures, product data sheets, roll-ups, giveaways (link to ‘Giveaways’ article), business cards, lanyards. 

Have everything printed in good time: The materials must be ready and delivered before the trade fair begins. Printers have lead times; last-minute orders incur rush charges. 

Invite customers and prospects personally: You’ll be very busy at the trade fair: will your customers be there? Do you know that they’ll be attending the trade fair? It’s never too early, and always be clear: who do you absolutely want to see and invite? Send out personalised invitations, coordinate stand appointments and follow up. 

Key point:Here at Sissi & Fiona, we know how important this step is. We’d be happy to support you in designing your communications and promotional materials. 

4. On site: don’t forget the hospitality

Refreshments at the stand aren’t just for customers and leads 

Refreshments for stand staff: A day at the trade fair involves eight to ten hours of standing and talking. It’s important to make sure there’s water, coffee, snacks and proper breaks. A hungry and tired team doesn’t sell as well. 

Catering for customers at the stand:A coffee, a glass of sparkling wine or a snack for guests isn’t just a nice extra – it’s part of the sales pitch: Catering at the stand can be a game-changer.

Key takeaway:At Sissi & Fiona, we’re happy to recommend our local partners or organise deliveries to your stand. 

5. Evening events: your own parties and visits 

Trade fairs don’t end at 6 pm. The second, often decisive, part of doing business takes place in the evening. 

Your own evening event or stand party?  If so: plan the venue, catering, drinks and invitation management well in advance. 

Schedule visits to events and networking evenings:Including tickets, guest hospitality, travel arrangements and plenty of business cards. 

Treat networking as working time:The informal conversations over dinner that later turn into contracts take up the time and energy of an already tired team. 

Make a conscious effort to schedule this block of time, or deliberately cut it out – but don’t ignore it. 

6. Follow-up: the step that determines success 

The trade fair isn’t over when the doors close. This is where the most important part of your tasks begins: follow-ups!

Every customer, every lead has ALSO met 300 people and taken many ideas home with them. Your follow-up communication should be persuasive … and well prepared.

The most common and costly mistake: the trade fair is over, the team is exhausted, and the leads end up in a drawer. That means the entire investment has gone to waste.

Record and qualify leads promptly: in the first few days after the trade fair, whilst memories are still fresh.

Personal follow-up:Write via individual email, accomplied with a quote or just callback.

Carry out an evaluation: which contacts, which conversations, what return? This is the only way to make the next trade fair better.

Set aside time for this – of all times, in the very week when everyone has to catch up on their day-to-day business. If you don’t plan for this, you’re throwing away your ROI.