What Exhibitors Should Be Thinking About Now for 2026 Budgets
It may still be 2025, but savvy exhibitors know the best programs don’t come together at the last minute. As planning ramps up for 2026, this is the time to take a fresh look at your tradeshow strategy and budget and consider whether your current approach (and yes, even your partners) is still the right fit.
We don’t have to tell you that your exhibit program isn’t just logistics. You’ve heard it before … it’s a major investment and one of the most visible ways to promote your brand. It should align with your business goals, connect across departments, and deliver meaningful outcomes. Getting there starts with strategy, a 360° Strategic Marketing strategy by the way … and the right exhibit partner can help you think beyond the obvious.
As you begin to create your 2026 planning strategy, ask yourself:
Are you clear on your objectives for each show? Not just attendance or the number of leads you have identified as a goal, but how you’ll define success? Clear objectives provide real data for leadership and enable informed decision-making.
Are sales, marketing, and leadership aligned or are goals still sitting in separate silos? Shared goals make it easier to measure what matters and show clear ROI to leadership.
Are you budgeting strategically not just for the booth and space, but also for experiences, technology, lead capture, and those inevitable curveballs? Strategic budgeting helps you plan for the full impact of the show—not just the space, but the tools, experiences, and flexibility you need to drive results and handle surprises.
Are your shows still the right fit or are there overlooked opportunities worth exploring? Think out-of-the-box and challenge your team to shake things up. It is not the size of the show that determines success it is the strategy.
And here’s a big one: Are you considering how your industry is shifting?
What’s happening in your sector? Are there regulatory changes, new audience behavior, emerging platforms … all of which should help shape what you do and where you go. That might mean exploring not only the big shows, but smaller regional meetings, local events, or even mobile and pop-up activations that bring your message directly to your audience. Your exhibit strategy should accommodate your industry, not fight it.
And if your current partners aren’t helping you think through these questions, or only show up to react rather than collaborate, it might be time to have a conversation.
This time of year is ideal for those conversations. It gives you plenty of time to make smart decisions, reset your approach, and still be ahead of schedule for your Q1 and Q2 shows. Whether you’re re-evaluating your calendar, tightening your budget, or looking for a partner who will bring new ideas to the table that align with your business goals and elevates your program, start now.
A thoughtful strategy doesn’t just happen. And the right exhibit partner can help you bring it to life.
Poretta & Orr would love to talk to you, give us a call.