How to Allocate Marketing Budgets for a Successful Trade Show Season

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A year of successful trade shows starts with a smart Q4. To set themselves up for success in the new year, marketing teams should review and pivot their trade show strategy, decide where to allocate their remaining budget, and strategically plan for the year ahead.

As we approach the end of 2024 and begin planning for next year’s trade shows, proper budget forecasting is essential. Here’s how your marketing team can use Q4 wisely and set your business up for success on the 2025 trade show circuit.

Review the Data

A worthwhile trade show strategy captures valuable insights that help marketing teams pivot and refine their approach. As the 2024 trade show circuit draws to a close, now is the ideal time for your team to analyze and act on the data they’ve gathered throughout the year. 


Review key factors in your attendee journey, such as visitor dwell time, content engagement, and foot traffic around particular touchpoints. Use this data to determine what elements of your booth design have the highest impact and where to refine your attendee experience. Once you’ve analyzed the attendee journey your booth provides, use your insights to analyze and refine your team’s post-show strategy, from follow-up emails to lead generation.

Choose Shows Strategically

Determining which shows had the most success in 2024 can help you plan next year’s trade show schedule. Consider which events best align with your target demographic, business objectives, and unique offerings.

Strategically allocate your 2025 marketing budget around these shows, taking into account travel costs and other essential factors. By using Q4 to identify priority trade shows for 2025, your team can take advantage of cost-saving opportunities such as early-bird pricing and get first pick at locations on the trade show floor.

 Assess and Invest

Now that your team understands their previous trade show performance and a road map for next year’s trade show circuit, it’s time to assess your current assets. Use any remaining funds in your 2024 marketing budget to refresh your current trade show booth using what your team has learned about your current trade show strategy. Based on your current trade show strategy, determine if your team needs to focus on enhancing the attendee journey or follow-up strategy.


To increase the time visitors spend at your exhibit, enhance your booth with attention-grabbing digital activations, gamification features, or informative videos. If your team had great engagement during the 2024 trade show circuit but wants to generate more qualified leads in 2025, consider integrating a universal lead capture system into your marketing automation platform to help your team capture and nurture qualified leads.

With a data-driven approach, your team can use the remainder of your 2024 budget to craft a booth design for trade show success. Don’t forget to budget for pre-show marketing efforts, such as social media outreach, media partnerships, and other traffic-driving tactics.

By strategically allocating your marketing budget, you can set your team up for success at next year’s trade shows!


About Skyline Exhibits

 Trade shows are about establishing relationships with industry experts, connecting with new clients, and building brand recognition. A successful trade show starts with a high-impact experience and a dynamic strategy, which is why businesses across industries turn to Skyline Exhibits. For over 40 years, Skyline Exhibits has helped companies design and manufacture custom trade show exhibits and utilize measurable strategies to create a lasting impression. Skyline Exhibits has in-house design, production, and strategy teams that provide specialized insight and unparalleled expertise. Whether your team wants to explore pop up tradeshow displays or custom modular exhibit booth designs, Skyline Exhibits can help. From developing a unique approach to offering asset management services, Skyline Exhibits provides a one-stop shop for companies to transform their trade show approach.

Find a comprehensive calendar of upcoming trade shows at https://skyline.com/

Location: 3355 Discovery Rd, Eagan, MN 55121, USA

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