The 2027 Trade Show Planning Guide
Better shows start here.
A practical playbook to plan your exhibit, prepare your team, and turn conversations into opportunities. From the first planning meeting to the follow-up that moves business forward.
Free, no sign-up required
What’s inside
The guide breaks your run-up into simple checkpoints, so you always know what to lock in next and nothing sneaks up on you.
120+ days out
Set the scope
Reserve your space, name an owner for every decision, and build the whole budget from current quotes.
90 days out
Give visitors a reason to stop
Approve the visitor journey, lock the production plan, and start booking meetings.
60 days out
Make move-in work on paper
Confirm freight, labor, power, rigging, and approvals.
30 days out
Rehearse end to end
Practice the opening conversation and test your lead-to-follow-up workflow.
Post-show
Follow through
A follow-up rhythm for the first 48 hours, first week, and 30/60/90 days, plus how to measure ROI.
Start with one sentence
A strong exhibit starts with a clear business goal. Before you design anything, finish this: At this show, we will help [audience] take [next step], measured by [target], with [owner] accountable.
If you can fill in those blanks, you already have the start of a strong plan. The guide walks you through the rest.
Why Apogee
35 Years
of creating brand experiences
2,984+
exhibits built
2,625 +
clients served
Let’s plan your next exhibit
Get a free assess,emt pf your exhibit program. Tell us about your next show, your goals, and what you’re working with, and our team will help you build a plan that fits.
Or call us at 585.412.9703
