Though it looks like many large corporations just have "the knack" for success, it is all in their planning. 

Each trade show is a little different and involves in-depth research of your prospective target market and the varying ways of getting them to choose your booth (and product).

You must have a planning calendar, so that when show time comes, you can dedicate all of your attention to the visitors to your booth.

Step 1 - 1 Year before trade show: Develop Your Strategy.

• How will you use trade shows as a part of your marketing and sales program?
• What is your budget and ROI?
• Which shows will have the best opportunities and target reach?
• Send for applications, request sponsor info, past attendee counts and vendor numbers.

Step 2 - 9 Months before trade show: Objectives

• What are show goals? Sales? Leads?
• What size booth do you need? Type of exhibit? Promotional items?
• Have you registered and reserved space? Have exhibit requirements?
• 3-Part show marketing plan? Pre-show? At-Show? Post-Show?

Step 3 - 6 Months before trade show: Development

• 30 second sales message that covers all salient points? Rehearse daily.
• Choose  exhibit suppliers and work on design for booths, banners, accessories, literature racks, etc.
• Choose which promotional giveaways you will use to attract visitors
• Decide upon literature and marketing material necessary and begin design.
• Contract for printing of above.

Step 4 - 3 Months before trade show: Execution

• Order promotional products
• Confirm delivery dates for display booth, exhibit items and marketing materials. Confirm adherence to your planning timeline.
• Plan booth staff, employee booth staffing schedules, and training sessions.
• Decide upon shipping method for booth, display and marketing materials.
• Make travel arrangements
• Launch pre-show ads and other marketing.

Step 5 - 6 Weeks before show: Execution

• Create follow-up packets, for after the show delivery to leads.
• More pre-show marketing
• Confirm travel arrangements
• Begin Staff Training
• Touch base with show sponsors, for any last-minute developments.
• Finalize production or rental of booth display, promotional items and marketing materials.
• Confirm all shipping dates.
• Schecule any cocktail hours, dinners or meetings, to be held at the show, with prospects, distributors and/or clients.

Step 6 - 1 Week before trade show: Calm, Relaxed Last-Minute Details

• Finish Staff Training
• Confirm shipping arrival dates for booth, displays, promotional items and any other materials or literature.
• Check the above list, to make sure that everything has been done.
• You are now ready for a successful show.

Step 7 - Within 1 Week following shows end: Follow-Up

• Analyse leads, send follow-up packets, contact leads
• Evaluate the reality of your trade show goals vs your trade show planning goals.
• Compare budget against expenses
• Determine ROI (Return On Investment)
• Determine whether to participate in same trade show in future. Include suggested changes, enhancements and other ideas for increased success.