From the Field
Video · Trade Shows & Exhibitions · Event Planning · ROI & Measurement
Book Your Trade Show Stand Early
6 October 20260:37
The best stand position at your next show was booked a year ago, probably by a competitor. Book the space first, then set the strategy and define what a good lead looks like.
Key Takeaways
- Three months ahead is late, not early
- Secure the stand space before anything else
- Then agree the strategy and what counts as a good lead
Transcript
Timing is the cheapest thing you can get right. The best stand position at your next show was booked 12 months ago by your competitor. Three months in advance isn't early, it's late. So what do we need to do when we decide to attend an industry event or a trade show? You first book your stand space, then come up with a strategy why you are there and define what a good lead looks like. So if you have a trade show in your diary and you don't know where to start, just ask me!