Checklist: How to organise a successful trade fair

Putting together a trade fair is no small feat. It involves everything from choosing the right venue to managing visitor registration, and from marketing to ensuring safety. But with solid preparation and a good understanding of the risks, you can deliver a well-organised and successful event. This checklist walks you through the most important steps.

1. Build a solid foundation: venue, date and budget

Start with the basics. Choose a venue that’s easy to access for both visitors and suppliers, with plenty of facilities in and around the exhibition floor. When selecting a date, check for any competing events or holiday periods. And make sure to set a realistic budget – including a buffer for unexpected expenses.

Once the date and venue are locked in, you can move forward with suppliers, stand sales and detailed planning. A clear foundation helps avoid problems later and makes the entire preparation process much smoother.

2. Smart floor layout and exhibitor support

A logical floor plan makes all the difference. Think about visitor flow, sightlines, and spaces that encourage interaction – like demo areas or workshops. Also prepare a detailed exhibitor guide with practical information on setup, power supply, deadlines and rules of conduct.

Clear communication and support will prevent last-minute chaos on the day of the event.

3. How to attract visitors: use smart marketing

No matter how strong your trade fair content is, success depends on who shows up. Attracting visitors requires a smart, targeted marketing approach. Start promoting early:

• Reach out to your existing network with email campaigns
• Share updates and behind-the-scenes content on LinkedIn and Instagram to build interest
• Provide exhibitors with promotional material so they can mobilise their own audience
• A press release to industry media or local outlets can also be valuable

Don’t forget about online registration – the earlier people sign up, the better you can plan for capacity, communication and logistics.

4. Logistics make or break the day

From setup to breakdown, a successful event hinges on tight logistics. Document every agreement in clear schedules and production plans: who arrives when, what goes where, what needs to be connected or delivered? Think about loading and unloading, technical installations, safety and cleaning.

Coordinate closely with everyone involved: suppliers, stand builders, your own team, catering and security. The better informed everyone is, the smoother your event will run.

5. Focus on the visitor experience

What makes your trade fair valuable for visitors? Go beyond booths and brochures. Create interactive moments: live demos, mini workshops, or speed networking sessions. Also prioritise comfort – clear signage, plenty of seating, and, importantly, good coffee.

A positive experience not only keeps visitors happy but also increases the chance they’ll return or recommend your event.

6. Measure success and follow up

Your trade fair doesn’t end when the doors close. Evaluate the event with your team and actively ask for feedback from exhibitors and visitors. Analyse attendance, how long people stayed, and which stands drew the most interest.

Help exhibitors follow up on leads by sending them tips or a follow-up template. And share a post-event recap on social media – with photos, videos, visitor quotes or an aftermovie – a great teaser for your next edition.

7. Insure your event

Plenty can go wrong during a trade fair: damage to a stand, a visitor tripping, or technical failures. You can’t prevent everything, but you can prepare for it.

At No Risk, we offer event insurance tailored specifically to trade fairs. As the organiser, you’ll be covered for risks such as damage, liability, and unexpected costs. We also recommend encouraging your exhibitors to take out our exhibitor insurance – to protect their stands and equipment.

With solid planning, smart decisions, and the right insurance, there’s nothing stopping you from running a successful trade fair. Got questions about risks or need advice on the right coverage? Don’t hesitate to reach out – we’re here to help.