01 4 weeks before: the big items
Catalogues, brochures and stand graphics take the most time — layout, approval, production, sometimes partner work. Start with them. At this stage decisions can still change without urgency surcharges.
02 2 weeks before: working materials
Flyers, one-pagers, price lists, coupons with an exhibition discount. Two formats help here: a cheap mass handout and a more solid one for serious table conversations.
03 1 week before: the small things that work
Business cards for the whole team (check new employees!), stickers, QR cards linking to an offer, badges. These are produced quickly, but do not leave them to the last day — print shops are overloaded before exhibitions.
04 How much to bring: real numbers
A practical guide for a mid-size exhibition: catalogues — 50–150 pcs (serious conversations only), flyers — 300–1000 pcs, business cards — 50–100 per team member. Better to bring leftovers home than run out on day one.
05 After the exhibition: continuity
QR codes with UTM tags in your materials show how many visitors reached your site from the event. A coupon with a limited validity date gives a reason to get in touch again. Plan this before printing, not after.