Trade Show Prep Checklist for Countertop Fabrication Shops
What Is a Trade Show Prep Checklist?
A trade show prep checklist is a detailed planning document that covers everything a fabrication shop needs to do before, during, and after attending an industry event. It ensures you maximize your investment - because trade shows aren't cheap, and showing up unprepared means wasted money and missed opportunities.
TL;DR
- A single trade show booth costs $3,000-$15,000+ when you factor in registration, travel, materials, and time
- Preparation should start 8-12 weeks before the event
- Your booth needs a clear message - what you do, who you serve, and why visitors should care
- Collect leads actively - don't just stand behind a table waiting for people to approach
- Post-show follow-up within 48 hours is where the real ROI happens
- Major stone industry events include TISE/StonExpo, Coverings, and regional stone shows
- Shops that plan their trade show strategy see 3-5x better lead conversion than walk-in exhibitors
Why Trade Shows Still Matter for Fabrication Shops
In an industry where relationships drive business, trade shows put you in the same room as slab distributors, equipment manufacturers, potential commercial clients, designers, and other fabricators. You can evaluate new CNC technology in person, negotiate slab pricing face-to-face, and meet the regional sales rep who's been an email address for two years.
The ROI calculation:
| Trade Show Investment | Typical Cost |
|---|---|
| Booth registration (10x10 standard) | $1,500-$5,000 |
| Booth materials (banner, table, display) | $500-$3,000 |
| Travel (flights, hotel, meals for 2 people) | $1,500-$4,000 |
| Printed materials (cards, brochures, samples) | $200-$500 |
| Lost production (2-3 days away from shop) | $2,000-$6,000 |
| Total investment | $5,700-$18,500 |
If you land even one commercial contract or one equipment deal at a better price, the show pays for itself. The key is preparation.
8-12 Weeks Before the Show
Registration and Logistics
- Register for the event and book your booth space (corner and end-cap booths get more foot traffic)
- Book flights and hotel - industry events sell out nearby hotels fast
- Identify which team members are attending (sales, ownership, lead fabricator)
- Set a total budget for the show including all costs
- Register for any educational sessions, workshops, or certification courses offered at the event
- Review the exhibitor list - identify suppliers, partners, and competitors you want to visit
Goals and Strategy
- Define 3-5 specific goals for the show (e.g., "evaluate 2 CNC models," "collect 50 leads," "negotiate Q3 slab pricing")
- Identify your target audience at this specific event (distributors? Commercial GCs? Designers?)
- Prepare your 30-second elevator pitch - what does your shop do, and what makes you different?
- Schedule meetings with key contacts in advance (don't leave it to chance on the show floor)
- Plan social media coverage - assign someone to post from the event
4-6 Weeks Before the Show
Booth Design and Materials
- Design or update your booth backdrop/banner - keep it simple: logo, tagline, and one clear message
- Order business cards (bring 3x more than you think you'll need)
- Prepare a portfolio - printed or digital (tablet) showing your best work
- Create a one-page sell sheet or brochure highlighting your services, capabilities, and service area
- Prepare samples if applicable - edge profiles, material samples, or finished pieces
- Order any branded giveaways (pens, tape measures, microfiber cloths - practical items that won't get thrown away)
Technology and Lead Capture
- Set up a digital lead capture system - at minimum, a shared spreadsheet or form on a tablet
- Prepare a QR code that links to your website, quote form, or special trade show landing page
- Test all technology - tablets, phone hotspot, portable charger, display screen
- Create a trade show-specific landing page on your website if driving traffic to a special offer
Pre-Show Outreach
- Email your existing contacts who might be attending - schedule meetups
- Post on social media that you'll be at the show - mention your booth number
- Reach out to 5-10 potential customers or partners and invite them to your booth
- Contact the show organizer about any sponsorship or speaking opportunities
1 Week Before the Show
Final Preparations
- Confirm all travel reservations (flights, hotel, rental car)
- Print packing list for all booth materials and verify everything is shipped or packed
- Charge all devices - laptops, tablets, phones, portable chargers
- Brief your team on goals, booth schedule (who's at the booth when), and key talking points
- Prepare conversation starters - people get hundreds of pitches; be memorable and genuine
- Pack comfortable shoes - you'll be standing on concrete for 8-10 hours per day
- Download the event app if available - mark booths you want to visit and sessions to attend
Packing Checklist
- Booth backdrop/banner and hardware
- Business cards (500+ minimum)
- Brochures and sell sheets
- Samples and portfolio materials
- Tablet(s) for lead capture and portfolio display
- Portable phone chargers
- Extension cord and power strip
- Tablecloth (branded if possible)
- Snacks and water for the booth (venue food is expensive)
- Comfortable, professional-looking clothing with company branding
- Notebook and pens for quick notes during conversations
During the Show
Booth Operations
- Arrive early for setup - test everything before doors open
- Keep the booth clean and organized throughout the day
- Never leave the booth unattended - rotate breaks between team members
- Stand at the front of the booth, not behind the table - be approachable
- Make eye contact and greet every person who walks by within 5 feet
- Ask open-ended questions: "What kind of projects does your company do?" not "Can I help you?"
- Collect contact information from every meaningful conversation
- Take notes on each lead immediately - what they need, timeline, follow-up action
- Take photos at the booth for social media - post at least 2-3 times per day during the event
Visiting Other Booths
- Walk the show floor with your goal list - don't just wander
- Visit equipment manufacturers and get hands-on demos
- Talk to slab distributors about pricing, availability, and new materials
- Collect materials and contact info from technology vendors (software, tooling, consumables)
- Attend at least 2-3 educational sessions - learn something you can bring back to the shop
- Network at evening events and social gatherings - some of the best connections happen off the show floor
After the Show (Within 48 Hours)
This is where most shops fail. You come home exhausted, there's a backlog of jobs, and those 75 business cards sit in a box on your desk for three months.
Follow-Up Checklist
- Enter all collected leads into your CRM or contact management system within 48 hours
- Send personalized follow-up emails to every qualified lead - reference your specific conversation
- Prioritize leads by quality: hot (ready to buy/partner), warm (interested, needs nurturing), cold (information only)
- Schedule phone calls with hot leads for the first week back
- Send thank-you emails to existing contacts you met with at the show
- Post a recap on social media - photos from the event, key takeaways, thanks for booth visitors
- Debrief with your team - what worked, what didn't, what to change for next time
- Calculate ROI - total leads collected, qualified leads, and estimated value of opportunities
Lead Follow-Up Timeline
| Timeframe | Action |
|---|---|
| Within 24 hours | Send "great meeting you" email to hot leads |
| Within 48 hours | Enter all leads into your system |
| Week 1 | Phone calls with top 10 leads |
| Week 2 | Follow-up emails to warm leads with additional information |
| Month 1 | Second follow-up to warm leads who haven't responded |
| Month 2-3 | Add unresponsive leads to your regular marketing email list |
Major Stone Industry Trade Shows
| Event | Location | Timing | Focus |
|---|---|---|---|
| TISE / StonExpo | Las Vegas, NV | January/February | Stone, tile, and surfaces - largest U.S. stone show |
| Coverings | Rotating U.S. cities | April | Tile and stone installation, design |
| Marmomac | Verona, Italy | September | International stone machinery and materials |
| Regional stone shows | Various | Year-round | Local networking and supplier relationships |
| Kitchen & Bath Industry Show (KBIS) | Rotating U.S. cities | February | Kitchen and bath design and products |
Frequently Asked Questions
How do I decide which trade shows to attend?
Start with the largest show in your niche (TISE/StonExpo for stone fabrication) and one regional show per year. Track your ROI from each event. If a show doesn't produce leads or valuable connections after two years, drop it.
Is it worth exhibiting or just attending?
If your primary goal is meeting suppliers and seeing equipment, attend as a visitor. If you're trying to generate commercial leads, showcase capabilities, or build industry visibility, exhibit. Many shops attend their first year and exhibit the second once they understand the show floor.
What's the biggest trade show mistake fabrication shops make?
Not following up. 80% of trade show leads go cold because nobody contacts them within the first two weeks. Your follow-up speed and quality matter more than how nice your booth looked.
How much should I budget for my first trade show?
$5,000-$8,000 for a small booth at a regional show. $10,000-$20,000 for a standard booth at a national show like TISE. This includes registration, travel, materials, and lost production time.
Should I bring stone samples to my booth?
If you have space, yes. Small edge profile samples, material samples, and even a small finished piece create conversation starters. People in this industry want to touch and see the work.
How do I stand out in a crowded show floor?
Quality visuals (large photos of your best work), a clean booth design, and friendly staff who initiate conversations. Don't overload your booth with text or clutter. One clear message beats ten small ones.
Can trade shows help me recruit employees?
Absolutely. Industry events attract skilled workers. Many shops have found their best CNC operators and installers through connections made at trade shows and after-parties.
How many people should I send to a trade show?
Minimum two for a booth (so one person can take breaks and walk the floor). Three is ideal for larger shows. More than four is usually unnecessary for a single booth.
Make Every Trade Show Count
Trade shows are a significant investment of money and time. The shops that get results are the ones that prepare with clear goals, execute with energy on the show floor, and follow up relentlessly in the weeks after.
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Sources
- Center for Exhibition Industry Research (CEIR) - Trade Show Effectiveness Study (2024)
- The International Surface Event (TISE) - Exhibitor Resources and Guidelines
- Trade Show News Network - ROI Benchmarks for B2B Exhibitors
- Stone World Magazine - "Getting the Most from Industry Trade Shows" (2023)
- Fabricators Alliance - Trade Show Attendance Survey (2024)
- KBIS - Kitchen & Bath Industry Show Exhibitor Data