Planning an exhibition stand: a timeline from six months out

Exhibition stand planning should ideally start at least six months before the show, by defining your participation goals and budget framework. Design, organiser approval, production, logistics and team preparation then follow from those goals. The real return of a show appears not on the last day, but in the weeks when the contacts you collected are followed up.

A timeline from six months out to show day

Timings depend on the show and the stand's complexity; this is a starting point for a typical mid-to-large stand. For popular shows, space is booked much earlier.

• 6 months: write down your goals (new dealers, export contacts, product launch, brand awareness), set the budget framework, confirm location and stand type, choose your design and build partner.
• 5–4 months: concept design and revisions; list of exhibits and required areas.
• 3 months: technical drawings, organiser approval, service orders such as electricity, water, rigging and internet, graphic content.
• 2 months: production, transport and customs plan if needed, printed materials, invitations to customers and dealers, meeting scheduling.
• 1 month: test assembly in the workshop, stand team selection and briefing, testing the lead-capture method.
• Show week: build-up, handover check, team walkthrough, short daily debriefs.

Key design decisions

A good stand design answers these questions before aesthetics:

1. Goal: is the stand a sales and meeting space, a launch stage or a brand experience? Each needs a different layout.
2. Visitor flow: row, corner, peninsula or island stands define the entry points. An open, inviting front makes it easy to step in; products and staff are positioned along that flow.
3. Meeting areas: standing points for quick introductions, a calmer and, where needed, enclosed area for serious talks, plus back-of-house storage for the team.
4. Product presentation: showing a product hands-on, working or in cross-section is usually stronger than images alone.
5. Lighting: hall lighting is rarely enough; planned lighting on products and brand surfaces changes how the stand is perceived.
6. Graphics: separate a short message and clear brand mark readable from a distance from detailed close-up information. Choose a few strong messages rather than covering walls in text.

What drives the budget

Stand cost is not a single line item. The main drivers are:

• floor area and stand type; more open sides mean more finished surfaces,
• construction type: custom build, modular system or a mix; double-deck structures and rigging,
• material and finish quality, integrated screens and custom furniture,
• transport distance, customs, and crew travel and accommodation,
• services paid to the organiser, such as electricity, rigging, cleaning and internet,
• whether the stand is single-use or designed for reuse at several shows.

After the show: following up leads

The return on a show depends largely on follow-up discipline. During the show, record every conversation in the same format: person, company, product of interest, urgency and next step, using a digital form or CRM rather than a pile of business cards. In the first days after the show, send a personal follow-up, prioritise warm contacts and assign an owner to each. A few weeks later, review how many quotes and meetings came from the show and base your next participation decision on that.

How Grafikare approaches it

We start by clarifying participation goals and design around them and the organiser's rules. As at shows such as ISK-SODEX in İstanbul and MetalExpo, we run design, production, logistics and build-up on one timeline and agree the stand team's lead-capture method with the client before the show.