Trade show - Guide
Trade show stand: how to prepare a complete visual kit?
Kakemono, tablecloths, flyers, brochures, badges: Setting up a booth without forgetting a promotional item at the last minute takes planning. Here is the complete list of visual elements to plan for, along with the associated deadlines and budgets.
🗂️ Visual kit supports
An effective professional stand is based on a clear hierarchy of media. Some are visible from afar and attract attention, others accompany the conversation and leave a trace after the event.
⏰ Typical retroplanning
Most stand problems come from starting too late. Express print deadlines are expensive and leave little room for corrections.
| Pre-show lead time | Action | Manager |
|---|---|---|
| 8 weeks | Graphic Designer Brief: Formats, Messages, Number of Media | Customer + designer |
| 6 weeks | Kakemono and brochure design | Graphic designer |
| 5 weeks | Validation of kakemono and brochure proofs | Customer |
| 4 weeks | Launch of kakemono, brochure, flyer and card printing | Printer |
| 3 weeks | Print Receipt: Quality Check | Customer |
| 1 week | Kakemono Assembly Test: Check the Mechanism | Customer |
| J - 1 | Preparing the equipment: complete checklist | Customer |
📊 Budget for complete visual kit by stand size
Estimated graphic design + printing budget (€ excl. VAT)
| Stand size | Recommended kit | Estimated budget excl. |
|---|---|---|
| Compact stand (2 x 2 m) | 1 kakemono, brochure, business cards, flyers | 800 - 1 500 € |
| Standard stand (3 x 3 m) | 2 kakemonos, leaflets, cards, flyers, tablecloths | 1 500 - 2 800 € |
| Large booth (6 m+) | 3-4 kakemonos, brochure, cards, flyers, counter | 3 000 - 6 000 € |
✅ D-day checklist
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Kakemonos : stands, rods, carrying cases. Test the mechanism the day before.
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Inserts In a protected box. Allow 20 % extra stock.
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Umbrella stand : Test assembling and disassembling the item the day before. Make sure the carrying case is properly packed.
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Business cards : one battery per salesperson, and a spare in the bag.
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If screen present HDMI cable, adapter, spare USB key with presentation.
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Stand equipment tablecloth, double-sided tape, scissors, pens, notebook for contacts.
🎨 Visual consistency
The most frequent problem on B2B stands is visual inconsistency. Kakemono created 3 years ago, brochure redone last year with different colors, flyers printed in a hurry with a different logo.
An effective visual kit is based on a consistent brand identity: the same colors, the same typography, and the same treatment of visuals across all media. This is what immediately conveys a sense of professionalism to a visitor passing by your booth.
🗂️ Examples of achievements
Kakemonos and trade-show supports produced for B2B customers in an event context.
📌 Things to remember
A complete visual kit for a standard B2B trade show booth includes, at a minimum, a kakemono, a brochure, flyers, and business cards. Consistency across these materials is just as important as the materials themselves.
Starting preparations 6 to 8 weeks before the event helps avoid extra costs for rush printing and allows enough time for back-and-forth revisions.
Planning a trade show?
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