Allow at least 12 weeks' lead time for a professional trade show participation. The first four weeks are for strategy and concept development. Define your goal, the story and the layout of your stand. Weeks 5 to 8 are devoted to stand design, production and supplier coordination. The last four weeks are for team training, trade show marketing (invitations, social media, content planning) and logistics. With a custom stand, the lead time can run up to 16 weeks. Modular systems are quicker to realise but offer less distinctiveness.
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