Summer’s Ending – Is Your Trade Show Strategy Ready for Fall?

August 16th, 2024 | by Donna

As Summer Winds Down, Fall & Winter Show Planning Ramps Up

If there’s one thing we’ve learned in over three decades of live event marketing, it’s that as summer winds down, trade show season is about to kick into high gear.

With the end of summer vacation on the horizon, brands and marketers turn their full attention to preparing for a busy calendar of fall and winter shows. This period is prime time for businesses to launch new products, finalize year-end strategies, and set the stage for the coming year with successful face-to-face marketing events. With the energy and focus that comes during the post-summer season, now is the perfect time to make a significant impact!

So, if you’re looking at your upcoming shows and feeling like now is the time to finalize your plans, you’re right! And you’re not alone. Now is the crucial moment to set the wheels in motion with your exhibit designers to ensure your shows this next cycle are as successful as possible for your business and marketing goals.

Get Ahead of the Rush... Start Planning Now!

The end of summer is approaching, and the next heavy trade show season is right around the corner. The time to start planning is now.

Securing prime exhibit spaces, designing captivating displays, and crafting a comprehensive marketing strategy all require ample time and careful thought. By beginning your preparations early, you can ensure every detail is meticulously planned and executed flawlessly — from training your team to managing your budget and timelines.

Early planning also gives you the edge in pre-show marketing and allows you to schedule crucial meetings with key prospects before the rush begins.

Don't wait until the last minute — Start now and set the foundation for successful trade shows and events. Early planning positions your brand for maximum visibility and engagement!

Why Are Fall & Winter the Busiest Times for Trade Shows and Exhibit Designers?

End of Vacation, Back to Business: As summer winds down and school goes back in session, professionals return with renewed focus, ready to engage in new business opportunities.

Strategic Planning & Decision-Making: Fall is when many companies finalize budgets and make strategic decisions, making it a critical time for decision-makers to decision-makers to seek new products, services, and partnerships.
Re-energized Industry Cycles: Fall is a popular time for companies to unveil new products and innovations, capitalizing on the buzz and exposure trade shows provide. Many industries host their biggest trade shows in the fall, creating an established rhythm that professionals expect and prepare for.
Holiday Preparation: Retailers and marketers use this time to finalize holiday plans and ordering for retail stores, making fall trade shows crucial for last-minute adjustments and partnerships.
Academic and Professional Schedules: With schools back in session, academic and professional conferences are more active, increasing attendance and participation.
Travel-Friendly Weather: Fall offers milder weather, making it an ideal time for travel and event participation before winter conditions set in.

Early Planning Ensures A Successful Season Of Live Events & Trade Shows

Getting a head start on your trade show and event planning is the best thing you can do to make sure your year-end events are successful and earn a high rate of return.

Not only will you be able to secure the best locations and give your team the tools they need to win on the show floor — you’ll give your exhibit designers ample time to create unique and thoughtful designs that merge seamlessly with your brand strategy.

You’ll also avoid any potential last-minute crunch from busy exhibit houses as shipping deadlines near. The last thing you want come show time is unexpected delays or rush fees due to getting started too late… so it’s critical to start talks with your design and fabrication partner now!

Experienced event marketing companies can create impressive exhibits that meet budgets and timelines, but it’s critical to begin the process before you start feeling the calendar crunch. By planning ahead, you set your brand up for success and make the most out of the busy trade show season.

Seven Ways Early Planning Maximizes Your Brand’s Impact

Secure Prime Booth Locations: Secure the best spots to maximize visibility and foot traffic. Many trade shows operate on a first-come, first-served basis for booth reservations. Starting early gives you the best chance to secure a prime location, ensuring high foot traffic and visibility. Choosing a booth near key attractions like entrances, stages, or popular exhibitors can significantly increase exposure.
Craft Impactful Design & Messaging: Designing a unique and engaging booth takes time. Starting early allows for a thorough creative process, from brainstorming to final build. Custom-built elements and high-quality materials often require longer lead times. Early planning ensures that you have ample time for production and any necessary revisions.
Develop Comprehensive Marketing Strategy: Build anticipation and maintain a cohesive brand presence. An effective marketing strategy involves multiple stages, including pre-show promotions. By planning, you can build buzz that leads to better success through targeted email campaigns, social media teasers, and press releases.
Train Your Team For Trade Show Success: Thorough training ensures your team is well-prepared to represent your brand, engage with attendees, and handle any situation that arises. Regular training sessions build consistency in messaging and boost the confidence of your team, leading to more effective interactions with prospects.  
Manage Budgets: Early planning allows for better budget management. You can take advantage of early-bird discounts, avoid rush fees, and allocate funds more efficiently. Proper planning ensures that all necessary resources (be it staffing, promotional materials, or technology), are secured and budgeted for well in advance.  
Ensure Smooth Logistics: Make sure everything runs seamlessly, from shipping to setup. Each trade show may have specific regulations and requirements. Early preparation ensures you have ample time to comply with all necessary guidelines and avoid potential penalties. Coordinating shipping, set-up, and tear-down requires thorough planning. Early organization helps prevent last-minute issues and ensures everything runs smoothly.
Leverage Networking Opportunities: Starting early allows you to schedule meetings with key prospects, partners, and industry influencers ahead of time, ensuring valuable face-to-face interactions. Early planning opens opportunities for strategic partnerships and collaborations that can enhance your presence and impact at the trade show.

Why Partner with an Event Marketing Agency?

Leveraging the expertise of an event marketing agency can transform your trade show experience from ordinary to extraordinary. With specialized knowledge and decades of experience, Apple Rock can help you design a captivating booth that not only attracts attention but also effectively communicates your brand’s message. We provide end-to-end solutions, including strategic planning, creative design, logistics management, and on-site support, ensuring a seamless and stress-free process.

Apple Rock’s extensive network and industry insights allow you to stay ahead of the latest trends and technologies, giving you a competitive edge. By partnering with live event experts, you can focus on your core business activities while we handle the intricacies of trade show planning, maximizing your ROI, and ensuring your brand stands out in a crowded marketplace.