Business owners desire time with the customer. The more face-to-face time the company achieves with the customer, the more excellent the opportunity to sell. During a typical working day, the sales team only has the perfect opportunity to communicate with potential customers that walk through the door.

The benefit of a trade show is that the sales team can meet potential clients at a booth where they can communicate and advertise their products. These shows provide an excellent opportunity for the company to display its trade show signage and pull clients and customers into the business.

Trade shows present the company with many benefits. However, this can only be capitalized on when the business uses great trade show signage ideas to advertise and display that they are present with a booth at a specific trade show.

Why Is Trade Show Booth Design Essential to Your Branding Message?

The key to a trade show is ensuring the customer can identify the company. The customer might need help remembering the exhibition booth due to the lack of signage or the overpopulation of booths trying to achieve the same goals as the company.

The first focus should be on the planning of the trade show. The planning of the trade show will directly impact the booth design and company signage. The team must determine the booth’s goals, which will highly affect the direction and use of signage, brand marketing, and other critical aspects of the trade show.

The trade show booth design must fit the company branding. This is of utmost importance. Potential customers might know the company branding and colors and will be focusing on identifying the exact colors. If the booth design is different colors, the customers might never find the booth location or the company, leading to a loss in sales or information.

The booth design must be a direct representation of the company brand. This will provide potential customers with insight and direction of the company. Branding is the company’s identity, giving the team, the customers, and the stakeholders an identity filled with specific business colors. The branding should be used in all materials to ensure that the customer can connect it with the company, and the same goes for a booth design.

What Makes A Successful Trade Show Signage?

The start of a successful trade show is to create a specific and direct plan to achieve the goals set by the company. A practical method of keeping track of and directing the trade show signage is making a trade show checklist.

Many factors will impact the success rate of the trade show signage. The first will be to define clear goals for the signage. What type of signage will be used, and where the signage will be placed? These decisions must be made beforehand to ensure that the correct signage with the accurate size is made for the booth and trade show.

The team must identify its budget after determining the size. The budget will allow the team to pick material and build it at a specific cost. The budget will be a guideline to ensure the team does not overspend on both signages.

The team should focus on utilizing the entire floor space. There are many methods to achieve this goal. The team can use product samples, promotional items, or trade show exhibition booth photos to occupy the entire space. The exhibit floor must be changed to ensure that attendees can find the minimal space that the booth occupies within the show.

Signage will take time to make. The company must inform the manufacturer of the time stamp and deadlines for creating the signage. The team will have a set time and date that the signage must be done and communicated to ensure that all parties are done within the time limit.

After all the planning, the team can now place all focus on designing and creating the perfect design for the signage. The success will be determined by the number of customers that enter the booth. The more customers come into the booth; the more information can be gained to ensure future sales for the team.

Trade Show Booth Signage Ideas To Elevate Your Branding

The trade show’s display ideas should add value to the entire booth. Not only will it assist customers in identifying and finding the booth, but it will also portray the company to the clients and customers. Thus, using clever branding throughout the booth is an excellent way to ensure that all can identify the company and brand.

Use Backlit Displays to Illuminate Your Booth

Lights can be a great addition to any booth. There are many options for intriguing lighting, and the team must use them to enhance the customer’s experience at the booth. These lights should not remove anything from the booth but add more value and creativity to the design.

One problem that many booths in a trade show experience is the need for more lights within the booth. Lighting will allow the customer to see and read all the information. A well-lit booth will create a trusting relationship with the sales team. Companies can use many lighting options, creating a different feel for the entire booth.

Use Contrast

Contrast allows the company booth to be different in many different ways. The team can create a booth that contrasts the usual look and feels that many choose for booths at these trade shows. The focus should not be to change the entire feel of the booth but to add some contrast throughout the booth exhibits.

The team can use contrast within the booth by having two sides and information about the booth. One side can display some essential products while the other side solely focuses on the use and services that the company provides.

Another contrast can be used to display specific side effects that customers face when they do not pursue or use the company’s services. And with contrast, reflect how the services and products will produce great results for the customer when they use the company’s products.

Use of Recycled and Recyclable Signage Ideas

Eco-friendly material is at an all-time high as more companies use it daily. Recycled signage is a method of creating signage through reusing old materials.

The company can use this as a sales hook. The marketing team will advertise using old material to assure the customers that the company cares for their environment. If the signage is created out of recycling materials, the team can recycle it after the trade show.

The last option for companies is to create the signage with any material but to ensure that the sign is durable and can be stored. This will assist the team in reusing the sign with any future event or other events that need the same type of signage. Reusing signage will save the company money and time in recreating or designing a new sign.

Use of Pallet For Signages

A pallet is a flat figure created out of wood used to transport and support products while they are being transported. Companies usually have access to many of these pallets, and companies can reuse these pallets in multiple ways, saving the company money.

These pallets can be used to create signage for the trade show booth. The strong flat figure is the perfect shape for supporting material. The team can print specific information on fabric and cover it over the pallet, using it as a support structure for the signage. Due to the wood, companies can increase or decrease the surface according to the desired space needed.

Vintage Trade Show Displays

Themes are a creative way to provide the customer context and real-life experiences. The theme will portray a fun scenario in which the company can greatly benefit. The themes will add a fun and creative method of solving customers’ problems using their products and services.

A classic but practical theme to use is a vintage booth concept. Many potential customers are drawn to the future or the past. And the best method to attract customers to the booth staff will be through a vintage booth experience. The booth will display some vintage ideas and concepts that will be attractive to the possible consumer. The vintage trade show has been overlooked by many and can have extreme results if done correctly.

The booth, however, should focus on more than just the vintage show but have a connection to the company. There must be a sense of relevance between the vintage booth display and the company branding, goals, and products.

Make Use of Technology to Help You Spread Your Message

Technology is a great tool. Many corporations are scared of the possibilities that the tool provides to the company. Companies will be able to use the technology within the company to strengthen marketing, and technology can be used to display and spread the company message with a more significant impact.

Technology comes in many forms, and two of the best additions to a booth in the form of technology will be screens and tablets. The screens can be used as a slide show full of information and facts to educate the potential customer.

Tablets, on the other hand, are an excellent tool for capturing customer information. The sales team can get rid of their papers and pens. These built-in booth analytics apps and websites allow the team to create a small questionnaire capturing critical data such as customer contact information. This will be used later to turn potential customers into regular buyers.

Check Out Digital Signage App Review | SignPresenter:

Person Pop-Up Displays

A pop-up display is a well-known tool many use at various trade shows. The idea behind the structure is to display crucial information that will pull potential customers into the comfortable booth. The information can be based on statistics, the company values and goals, or a heartfelt message that most customers will feel.

These pop-up displays must be customized and placed in the best position to ensure success. The team will have to find relevant information that customers want, which must be used to draw trade show attendees’ attention. Thus focusing on the customer’s perspective will yield the most significant success.

Photos added to the information will have a more significant impact than text. These banners are positioned at the corner of the booth, and this is the first information the customer will experience. Thus, placing where customers can read and witness it is vital.

Use Digital Signage to Harness the Power of Movement

The digital era is among the trade show industry. Harnessing digital platforms to create movement and advertisement is critical to a successful trade show. There are many forms of digital signage, and each method will significantly benefit the company.

The first type of digital signage is outdoor signage. This digital platform will provide attendees with the company’s information in its booth at the trade show. Clients can identify the company without setting foot in the trade show arena.

Indoor signage will significantly benefit the company when customers and clients want to identify the exact spot of the booth within the trade show. The team can place signage at the booth or around the hall to provide potential customers with directions to the booth.

A menu will provide the team and customers with rotating information about the company and the products or services. The menu can display different aspects of the company through a rotating screen, which will change every few seconds to provide the attendees and booth guests with new information.

Online posters are the last digital signage companies can use for their trade show. The team can advertise and design posters that can be shared online. This will ensure that customers and current clients can see the trade show’s marketing. They will know exactly where to find the booth and what will be displayed there.

Walls for Photo Ops with Your Brand Logo

Creating a specific wall or location within the booth for the company logo and photos is a great addition. The customers will see all the friendly faces of the employees that will work hard to provide positive feedback to the customers.

The wall can include photos of happy customers or other images displaying the company’s values and direction. The team should, however, refrain from using this photo wall to display products or services. This will be the wall that is known as a testimonial wall.

Use Audio

Sound is one of the senses that many booth planners miss. Sound is one of the most vital senses, and individuals can use it without noticing it. The team can include fun music, a sales pitch, or white noise to ensure the booth space is not entirely silent.

The sound will be used as a divider between two sales members. The customer can listen to the staff member and the music, which will cut out the other sales pitches. Playing fun music can add value to the booth, and customers will feel the music, changing their mood and feeling toward the booth.

Make it Interactive

An interactive booth will draw many customers. People love to ask questions to obtain answers. Thus, providing all customers with a fun and interactive booth will greatly benefit the company. The team can prepare specific questions and material to ensure they have information to share.

There will be many questions and opinions throughout the show. Preparing the team not to have a strong stance that could lead to an argument. The team must be friendly, inviting, and accommodating to every opinion and question that comes their way.

The team can create fun games and giveaways to pull the attendees into the booth. This will enhance the interaction between the customers and the team members. The team can use demonstrations. However, been used, and many avoid these types of booths.

Use Fabric Light Boxes

Fabric light boxes are a design that will display information or pictures by placing a light behind the text or photo. This is a creative method of communicating information to the customers. These boxes are of great use to display portrait photos or valuable information that is straight to the point.

Silicone Edge Graphics

Many argue that silicone edge graphics are the way forward for trade show booths. This graphic is a printed fabric sign with a thin silicone beading sewn around the edge of the fabric. The silicone edge gives the graph a feeling of endless class and can be used on many shapes.

The smooth fabric will be of great use if companies use them to draw the attention of the attendees. These frames create a smooth finish that will appear frameless and elegant and can be used to display essential images or information to the company. A great tool to enhance the appearance and quality of the company booth.

Select an Eye-Catching Color Scheme

The booth walls can be used in a variety of ways. The team can fill them with figures and color them with eye-catching color choices. The focus should be to identify bright and catchy colors that will draw the attention of the attendees. Aggressive colors will cover the brand colors, leading to confusion for the customers. 

The event planners must remember to pick bright colors that have some resemblance with the company brand colors. Two widely different color schemes cannot clash throughout the booth. The color palette will take time to manage, and the aim should be to emphasize the brand and draw attendees toward the booth.

Use Unique Shapes & Materials

A booth at a trade show aims to be one of the different booths. The attendees will experience various booths in all shapes and sizes; thus, focusing o being different will allow the company to attract the attendees.

The team can find different shapes to incorporate into the booth. Booths are well known for using the square shape, and teams must find creative ways of changing squares into circles or triangles. Be unique through the use of odd and new forms.

Material, on the other hand, can be used entirely differently. Companies can use different forms of material to stand out among the crowd. The team can focus on the creative flooring, picking a material that will stand out from all the other booths. Lovely wooden custom floor decals or grass are great examples of different flooring materials. There are options of branded flooring to create a central visual for the booth. 

Other material forms will be in the design and use of banners and visual aids. The team can look for reusable material that adds a different feel to the booth. Other forms of unique material that draw attention can draw attendees’ attention due to the unique sense it adds to the booth.


How To Get Noticed At A Trade Show

The aim is to stand out at a trade show. The trade show event planner and the team must find creative and exciting ideas to stand out among the crowd. The team can use intriguing lighting, fabric boxes, audio, and digital signage to ensure customers spot the booth. The team must provide the customers with a noticeable booth.

What Should Be Included In A Trade Show Banner?

The banner should include the company name and logo with the brand colors. Contact detail and a catchy image with scrip will add to the banner’s impact. The team must ensure that they use the company font and branding colors. Some add promotional material to the banner, but this is an optional part of the banner.

How Do You Make A Trade Show Booth Interactive?

There are multiple ways of creating an interactive booth. The team can develop games and giveaways within the booth the pull attendees into the booth, and the games can have company products as prizes. Another method to improve the booth’s interactivity is to use demonstrations or technology to display demonstrations, and this will provide a visual example of the product and services working for other customers.

Final Thoughts

A trade show is a great way to advertise and connect with potential customers. The focus should be to create a booth that draws attendees who can later become customers. The team should have an interactive, informative, and quality booth that represents the company’s brand and values.

The team should, however, remember that signage is what draws attendees. The potential customers will only head toward the booth or spot the booth if there is adequate signage that displays the company name and logo. Consistent branding and vibrant graphics are crucial to a booth, with added creative lighting to show the company’s brand to the customers. Many need to remember signage; this, however, is the start of a successful trade show booth.

Sabine Ghali

Kelly Murphy


Certified Meeting planner with 20+ years of event management experience, founder of ConferenceSource, expert in meeting facility sourcing & contracting in North America, Europe, South America and Asia. Kelly will manage your budget as if they were her own, negotiating the best possible rate and hotel contract to benefit and protect every client and exceed all expectations for all planning aspects for sales meetings, educational meetings, product launches, incentive trips down to a small board of directors meeting. We make meetings easy understanding your meeting objectives and delivering meeting matched components.
Need Help Planning Your Next Corporate Event or Meeting?

How To Plan A Successful Trade Show? (Trade Show Planning)


Trade shows present sales teams with the immense opportunity to meet and connect with their ideal client. These shows can happen across the country, and corporations can have a blueprint that they can copy and paste to ensure consistency.

Trade shows are used to connect with customers and display the key products of the product line. These shows will allow your sales team to showcase all the high-selling products or services and why they are so popular. Consistency and preparation are key in these shows. Knowing the objective and plan to succeed, will lead your sales team and trade show to bigger and better heights. 

Most trade shows fail months before the show starts due to bad and unproductive planning. Companies need to set their objectives, create the ideal booth, and present sales teams with the correct material to ensure that these trade shows run smoothly. 

What Do You Need For A Trade Show Booth?

There are a few important must-haves that any trade show booth must use to ensure a successful show. The sales team can use foam boards, big banners, and describing posters to establish their brand among other booths.

Banners and foam boards 

Banners and foam boards must have the company name and colors on them. This will show future clients exactly where to find the business or products when they need it 

Branded clothing

Branded clothing can increase the interaction between the sales teams and potential clients. Customers can spot the unit anywhere in the conference, which could lead to interaction solely based on the branded clothing. 

Pamphlets and business cards 

Pamphlets and business cards are an economical way to leave customers with details of the business. Customers can come across a problem that the business can solve, of and these clients already have the contact details and pamphlets to show how the company can help

Sales team

A trade show booth is where potential clients roam. Companies can use this to their advantage by placing a strong sales team in front of their potential buyers. This team must be able to provide accurate information with a confident and intriguing style. They must be friendly, ready to interact, and have all the knowledge to share with future clients. 

How Do You Plan A Trade Show?

There are multiple ways of planning a successful trade show. The big leap starts with identifying the objective and using the time to arrange all that is needed for these shows. Circa provides companies with an essential seven-step plan, on specifics to focus on.

Trade show planning starts with identifying potential trade shows that are in line with your business model and goals. Attend only the trade show that will give you the competitors advantage over your competition, or shows that give you direct access to your customers. 

Setting an objective and goal for the event is one of the best ways to ensure a successful event. Companies can see where they went wrong if the goals were not reached. These objectives provide a clear framework for the sales team to follow. 

Companies can use their different platforms to ensure that prospects know where to find them. Provide the exact location to prevent clients from wandering around. Trade show booths also need to place their booth in a high-traffic zone at the conference. This will allow a lot of foot traffic and potential clients as more customers see the products and services. 

Planning and preparing the sales pitch that the team will provide to the customers is another action-planning step to set the corporation one step ahead of the competition. Provide clear guidelines and scripts that will secure consistency on the sales team.

Understanding Your Trade Show Goals & Objectives

Setting goals and objectives for meeting to provide guidelines and checkpoints to measure the success of the trade show booth is an essential part that corporations and sales teams fail to accomplish. 

What Is The Primary Goal Of Your Trade Show Booth?

The primary goal for any business trade show booth is to grow the business. There are different ways of reaching that goal and announcing it to the team will be of utmost benefit to them. The sales team can focus solely on reaching the primary object, which will lead to a growing business. 

Common objectives such as launching a product through the stand, or entering a new market are handy to know when setting up a booth. Other objectives such as generating leads and building brand awareness, will need a different approach from the marketing team and layout of the booth.

Companies can find benefit in using objectives to allow them to measure the success of their booth. Future operations and booth setups can be changed once the feedback on their booth is taken into consideration. 

Have A Budget Breakdown

Creating a budget for the trade show will provide financial support to any booth. Following the budget are mostly where sales teams fail. LuckyBreak breaks down the budget into six categories.

The highest cost will be the physical location and space at the trade show. Here corporations pay for a space to place a booth. Usually, 35% of the budget.

The second highest cost will be traveling fees to and from the trade show. These travel fees include the sales team’s accommodation and the shipment of every part of the booth that needs to be set up. 20% of the budget is allocated to travel fees. 

Building and creating a booth will cost around 15% of the complete budget while printing documents and flyers only accumulates to 10% of the budget. This includes any documents such as permits, flyers, business cards, and pamphlets that will be shared with potential customers. 

Most corporations only focus on the expenses of the physical booth. Other expenses such as marketing can rack up and add as much as 10% of the complete budget. Thus setting out approximately 10% will assure the team stays within the full budget.

Service fees of 10 present will be the lowest cost for the budget. This will cover all the small bits and pieces such as wifi setup, clean up, and buying utensils for the booth. 

Design Your Exhibits

Companies can use different styles or layouts to bring their exhibit to life. By creating a simple yet interactive booth, potential clients can find their way to staff members and information. 

Sales teams can use bright lights and an open plan to ensure that the booth is not cluttered with unnecessary products or information. The booth must be a direct representation of the company. 

Setting up a booth with graphics and marketing information that continually changes can ensure that important information can be received by the client. This will allow clients to see the products without having to wait for a sales member that is busy with other clients. 

Storage space can cause a cluttered trade show. Ensure that the booth has enough storage space. 

Select Appropriate Staff & Provide 

Selecting a strong and confident team is crucial to the success of any trade show. All the members must know the company’s values and objectives. These members will be the first contact between the company and potential new customers. 

The sales members will share their knowledge of the products and services straight to the consumer. These members must be accurate with the information they share and must be inviting, friendly, and accommodating to a variety of customers. 

Check Out 10 Things to Consider When Organizing a Trade Show or Expo:

How Do You Organize A Trade Show Checklist?

The focus of the trade show planning checklist is to identify the object and arrange the booth and how to accomplish it. Stating what the company wants to achieve will be of high priority, with budget and planning in strong second place. 

Other tasks on the checklist will be deciding on a marketing strategy, educating and preparing all sales members, and creating a booth that will draw customers. Last on the checklist will be cleaning the trade show and following up on leads, which can be used to calculate the success of the trade show.

12 Months Before The Trade Show

Companies will start the planning by setting an objective and choosing a location for a trade show. After deciding on a location, the budget will be drawn up, and the company will work on bringing its ideas to life.

9-11 Months Before The Trade Show

Within this time, the corporation will reserve and pay for the trade show. This time will also be used to finalize the booth ideas and goals. Setting up a pre-show marketing plan will be done here. 

 6-9 Months Before The Trade Show

Determine the advertising strategy. Informing customers of the trade show and the location of the booth is of utmost importance. This time will be effectively used to advertise and plan the goals and teams of the trade show. 

3-6 Months Before The Trade Show

This time can best be utilized through planning traveling costs and booking accommodation for the sales team. Choosing a strong team and providing them with the correct information ensures that they have enough time to prepare for the trade show. 

1-3 Months Before The Trade Show

Schedule face-to-face meetings with all sales members of the show and ensure they know the goals and have the product knowledge needed to sell it at a trade show booth. Confirm all bookings to secure the staff have accommodation for the show. Finish building and organizing the booth.

1 Week Before The Trade Show

Last-minute meetings and preparation will happen at this time. Traveling to the trade show and setting up the booth to ensure everything is ready for the show. Testing all equipment and working on the display to ensure the layout is as planned. 

The Show

Interact with as many clients as possible and obtain leads to provide to the company. This time will be used to work on obtaining the goals set by management. 

Days After The Trade Show

Follow up on all the leads that were gathered. Measure the results and the goals set out. Observe the budget and focus on how any forthcoming trade shows can be improved. 

Trade Show Checklist Template

Having a checklist will ensure that all the goals, tasks, and objectives are reached. The structure has a set checklist that will allow the trade show planning team to lay out all tasks that the team can follow.

This trade show planning checklist is set up according to time. It allows the corporation to assess the tasks that correspond to time. From 12 months all the way through to tasks that are set for the period after the show. 

How Long Does It Take To Plan A Trade Show? 

Taking the time to create objectives and goals that are in line with the company’s goals and values can take time. Thus planning and creating a booth for a trade show can take up to 9 months. Moreover, companies can use a 12-month template to ensure that they are ready and prepared.

How Can Conference Sources Help You Plan?

Conference Source can assist the team by providing clear and measurable goals. This will enable the team to set up tasks to ensure they achieve the set goals. Companies need to provide a clear budget and guidelines. Assisting the team with this will enable them to choose and create a booth that is within budget and that the trade show planning leads to success.

Trade Show Planning: FAQs

What Type Of Marketing Takes Place At Trade Shows?

Direct promotion takes place at a trade show. This refers to a promotion that occurs between two individuals.

How To Plan a Booth at a Tradeshow?

Planning starts with creating clear objectives and goals. Setting a checklist that follows a step-by-step process will allow the team to follow and review where they currently reside.

How to Set Up a Booth at a Trade Show? 

The booth must be set up in an interactive manner. Clients must be able to obtain the necessary information that they need. The booth represents the corporation and using company colors can ensure that customers connect the booth to the company. 

Trade Show Planning: Final Thoughts

Planning and creating a trade show can take time. Applying a checklist, clear objectives and goals, and a passionate team will make this time enjoyable. Companies can benefit from a well-planned and successful booth. 

Sabine Ghali

Kelly Murphy


Certified Meeting planner with 20+ years of event management experience, founder of ConferenceSource, expert in meeting facility sourcing & contracting in North America, Europe, South America and Asia. Kelly will manage your budget as if they were her own, negotiating the best possible rate and hotel contract to benefit and protect every client and exceed all expectations for all planning aspects for sales meetings, educational meetings, product launches, incentive trips down to a small board of directors meeting. We make meetings easy understanding your meeting objectives and delivering meeting matched components.
Need Help Planning Your Next Corporate Event or Meeting?

Connecting directly with a customer or client can take time and effort. Many sales reps need help to arrange meetings or find time to sit down with potential prospects to engage in future partnerships, which leaves many feeling demotivated.

Trade shows are a robust platform that allows businesses to display and portray their entire company in a booth. The booth is a perfect opportunity that will be set up to allow clients and customers to witness and experience the company. A company can focus on products, service, and their work culture and values to ensure potential customer visit their trade show booth.

The argument can be made that trade shows are not worth a company’s time and energy. But this is not true. Benefits and statistics will provide any company with the necessary information and data to ensure that a trade show is of great value to any company.

Is A Trade Show Worth It?

Companies in all industries are concerned with whether trade shows are worth the energy, money, time, and planning. The results will speak for itself, providing companies with the necessary information on whether to invest in a trade show booth.

  • According to research, the Business to business trade show market in the United States was estimated to be worth 10.2 billion dollars in 2022. (Statista)
  • With a massive worth, 95% of marketers believe that in-person events will help achieve business goals.
  • Businesses can access an entirely new customer group through trade show booths. 64% of trade show attendees are not current customers of the Business on display,
  • This allows companies to target an entirely new market audience. 82% of attendees have buying authority.
  • 77% of executive attendees use trade shows to find a new supplier.
  • 79% of attendees believe that trade shows assist them in determining what to buy, while 49% of trade show attendees buy at least one product at the show.
  • 74% of the attendees will likely buy an exciting product after seeing it at a trade show.
  • 56% of visitors will travel over 400 miles to attend a trade show.
  • 70% of businesses generate new leads and create brand awareness from trade shows in 2022
  • Trade show attendees will share their experiences on specific booths with six people.

The statistics prove that companies can use trade shows to grow their business, reach their goals, find a range of new customers, and generate new leads. The trade show provides companies with the foundation to build new relationships and create a strong following, leading to the answer that trade shows are worth it.

Statistics on Trade Show Planning

Capitalizing on a trade show takes planning and determination. Businesses can only attend some trade shows within the country. Thus planning and determining the best-suited shows take time.

  • 48% of event planners start to plan their trade shows six to 12 months before the event.
  • Determining and planning an advertising platform is of utmost importance. 42% of exhibitors use email marketing before the event, which will draw the attention they require.
  • Deciding on a clear goal will allow the team to create a trade show that will assist in fulfilling the purpose.
  • 85% of exhibitors stated that their primary goal is to generate leads.
  • 83% of businesses attend shows to increase sales.
  • 78% of exhibitors plan to use social media at the trade show to showcase the event to their following

Statistics of Trade Show Attendees

Before covid (2019)

  • In 2019 the market cap size was around $15.55 billion.
  • There was an average of 28.6 shows nationally in the U.S.

During Covid (2020-2021)

  • In 2020 and 2021, the market cap size was around $6.59 billion.
  • There was an average of 8.2 shows in the U.S.

Post covid (2022-2023)

  • The market cap size is currently at $10.19 with a few months left of the year.
  • An average of 21.3 shows are expected for the year.

Statistics of Trade Show Exhibitors

Exhibitors are vital to every trade show. These are the companies that make use of trade shows to increase their marketing reach and work to bring the company to the attendees.

  • 95% of exhibitors prefer in-person over online events.
  • 64% of exhibitors plan to exhibit at more trade shows in 2023.
  • 72% of businesses need help charging floorspace and utilities at trade shows.
  • 97% of event marketers believe hybrid events will be part of the future trade.
  • 64% of exhibitors choose a trade show based on the quality of attendees attending the trade show.
  • Exhibitors place 54% of attending a trade show on costs, 40% on the industry, and 38% on the geographic location of the event.
  • 28% of exhibitors start to plan their marketing two months before the event.
  • 81% of exhibitors use email to follow up on their trade show leads.
  • An eye-catching stand is the most effective method for attracting attendees, according to 48% of exhibitors surveyed.
exhibition statistics for trade shows

Statistics on Trade Show Return of Investment

The return on investment is critical in a business. For every dollar spent in the trade show industry, the company must be able to make more in return (Positive ROI). The return on investment can be spectacular if the team builds and creates an amazing booth.

  • 64% of event marketers say trade shows are used as new business opportunities
  • Companies can see a 4:1 return on investment (maximum ROI) for their trade show expenditures.
  • Lead generation is the top reason to attend events, according to 46% of event managers.
  • Regrettably, a mere 6% of exhibitors are confident in converting leads at a trade show effectively.
  • 40% of exhibitors wait three to five days after a trade show to follow up with their leads.
  • 81% of exhibitors use email to follow up with leads collected at a trade show.
  • Converting a trade show lead is 38% less expensive than relying on sales calls alone.
  • Among Fortune 500 companies, 14% reported a 5:1 return on investment (ROI) from their trade show exhibitions, meaning they earned $5 for every $1 spent.
  • 52% of business leaders believe that trade shows and events provide potential ROI compared to other marketing channels.

Statistics of Trade Show Costs

Every trade show will cost the business money. The company must identify key aspects that will need financial support to create an amazing booth that will attract many attendees.

  • Attending a trade show costs around 31% of a company’s marketing budget.
  • 14% of the trade show budget will cover travel and accommodation expenses for the employees.
  • Exhibitors can spend between $600 and $1500 on the display.
  • 40% of businesses plan to increase their trade show budget.
  • 84% of exhibitors will upgrade to a larger space if high-quality attendees attend a trade show.
  • Meeting ideal prospects at a trade show costs around $142 less than meeting at the office.
  • The average exhibit cost is around $10,000 to $30,000 per booth at a trade show.
  • The total spending on trade show events in the U.S. was $15.6 billion in 2019.
  • The average cost to attend a show is between $600 and $1000 per person.
  • The cost per lead generated at trade shows is $112 on average
  • Trade shows account for 40% of B2B marketing budgets.
  • The average cost to rent furniture for a trade show booth is $500 to $1,000.
  • The average cost to rent a trade show display is $3,000 to $5,000.
  • The average cost to trade show staff a trade show booth is $2,500 to $5,000 per show.
  • The average price for designing a trade show booth is $5,000 to $15,000.
  • The average cost to print promotional materials for a trade show is $500 to $1,000
  • The average cost to hire a trade show model is $150 to $250 per hour.
  • The average price of a 20×20 exhibit space at a trade show is $15,000 to $20,000.

Check Out This Trade Show Booth Cost $100,000:

Environmental Impact of Trade Shows: Statistics

There are major environmental problems that occur throughout a trade show. These problems will lead many to avoid and boycott trade shows in general. However, trade show planners can find creative ways to build sustainable trade shows that attendees can enjoy.

  • 92% of businesses plan to exhibit more sustainably at a trade show.
  • More than glad that trade show attendees will travel more than 400 miles to attend an exhibition.
  • Trade shows generate an estimated 600,000 tons of trash annually in the U.S. alone.
  • The average trade show attendee generates 4.5 pounds of waste daily, higher than the average American.
  • An estimated 60% of the materials used in trade show booths are in landfills.
  • Shipping and transporting exhibits to and from shows generates significant greenhouse gas emissions.
  • Producing trade show banners, signage, and promotional materials can have a significant carbon footprint.
  • Exhibitions and events are responsible for 1.3 million tons of CO2 emissions annually in the U.S. alone.
  • The food and beverage waste generated by trade shows is significant, with an estimated 20-30% of food going to waste.
  • Trade shows often require single-use plastics, such as water bottles and utensils.
  • Printing promotional materials and brochures can have a significant environmental impact, with an estimated 1 billion trees being cut down annually for paper production.
  • Using water at trade shows for landscaping and other purposes can contribute to water scarcity and waste.
  • Trade show flooring is often made of materials that cannot be recycled or reused, such as carpet tiles.

Pandemic Trade Show Statistics

The pandemic had a significant impact on trade shows. Many had to rethink and evaluate their approach to trade shows and find other marketing methods for the target audience.

  • 95% of exhibitors prefer in-person events.
  • Brands that attend live events are 28% more innovative when interacting face-to-face with attendees.
  • In-person trade shows were deemed invaluable to the marketing strategy of 65% of businesses.
  • The Covid-19 pandemic resulted in a 55% reduction in new Business for event marketers due to the pausing of trade shows.
  • The COVID-19 pandemic caused the cancellation of over 10,000 trade shows globally in 2020.
  • The creative trade show industry is expected to lose $23 billion due to COVID-19 in 2020.
  • 81% of trade show organizers postponed or canceled their events due to COVID-19 in 2020
  • 76% of B2B marketers believe virtual events will continue to play a role in their marketing strategy post-COVID-19.
  • 70% of trade show exhibitors plan to participate in virtual events in 2021 due to COVID-19.
  • The global exhibition industry saw a decline of 68.9% in revenues in 2020 due to COVID-19.
  • The global virtual events market is expected to grow from $78 billion in 2019 to $774 billion by 2030 due to COVID-19
  • 61% of B2B marketers had to cancel or postpone a live event due to COVID-19.
  • 48% of trade show exhibitors had to cancel their exhibits due to COVID-19.
  • 64% of trade show organizers are exploring hybrid event options due to COVID-19.
  • The use of virtual and augmented reality at virtual events increased by 67% due to COVID-19.

Largest Trade Show Convention Centers In The US

  1. McCormick Place – Chicago, IL
  2. Orange County Convention Center – Orlando, FL
  3. Las Vegas Convention Center – Las Vegas, NV
  4. Georgia World Congress Center Authority – Atlanta, GA
  5. Sands Expo & Convention Center – Las Vegas, NV


What Exactly is Trade Show Analysis?

At the end of every trade show, the team must evaluate the results of the entire event. Identify what areas need to be fixed and where the team can improve.

Is a Trade Show Profitable?

Trade shows are profitable. Businesses expect a four to 1 Return on investment ratio. This means that the leads and the sales at the show will be higher than the entire spending of the event.

How Much Should You Budget for a Trade Show?

An average booth design space costs around $20, 000 and an appropriate budget is around $60,000.

How Many People Attend Trade Shows?

Approximately 11.5 million professionals attended business-to-business trade shows in the U.S. last year.

Final Considerations

Trade shows can be of great value to any business. The platform allows the team to communicate directly with the customers. The team can advertise, explain and educate the attendees on the products, services, and company brand. Trade shows are incredibly profitable and will be of great value to any company that uses them.


Sabine Ghali

Kelly Murphy


Certified Meeting planner with 20+ years of event management experience, founder of ConferenceSource, expert in meeting facility sourcing & contracting in North America, Europe, South America and Asia. Kelly will manage your budget as if they were her own, negotiating the best possible rate and hotel contract to benefit and protect every client and exceed all expectations for all planning aspects for sales meetings, educational meetings, product launches, incentive trips down to a small board of directors meeting. We make meetings easy understanding your meeting objectives and delivering meeting matched components.
Need Help Planning Your Next Corporate Event or Meeting?

The trade show has received inadequate responses throughout its existence. A trade show can give a company opportunities to gain information and increase sales or the company brand. All this by simply creating an effective booth that displays the best company products and services.

There are a few tips and tricks on how to set up a trade show booth. The aim should be to satisfy the customer or attendee at all times. The team must create a cost-effective booth and that represents the company brand and values in total. The company must, however, work within guidelines and a budget.

The team must create concise goals that they will be able to achieve. The return on investments must be worth it through observing and obtaining the goals set by the company leaders and management. Direction and action steps will allow the team to create the ideal booth throughout the preparation.

Why Should You Care To Have A Good Booth At A Trade Show?

A booth at a trade show is a direct connection with the company brand. The trade show attendees will connect the quality and look of the booth to the company that created and used the cubicles.

A sound booth will provide the attendees with a clear representation of the company brand and the quality of the company. Many attendees will only pass low-quality or bad-looking booths, knowing that the products, services, and company will not be worth their time. The trade show display will impact attendee attention, leading to a fall in sales and leads. 

On the other hand, a company that created a great booth will have more attendees visiting the booth due to the quality of information, look, and feel of the booth. The attendees might not need any products or services from the company but will engage solely based on the outer representation of the booth.

How To Set Up A Trade Show Booth That Will Attract Customers

The first objective for setting up a trade show display must be the company goals for the booth. The team must determine what they want to achieve through the booth. With this in mind, the team will have guidance throughout the decision to design the booth. If attendee engagement is a goal, the booth must be able to hold a large group of attendees at once. There must be space for the entire booth staff and potential clients.

After the goals and objectives are set, the company can focus on the budget for the booth. Allowing the team to decide on size, material, and other structures within the booth. The team can use previous booths as guidance, or if this is the first booth, they can use the internet to find the best-suited booth that will fit their every need.

What Do You Need For Your Booth?

A successful booth requires more than just a beautiful layout. A few facets are essential to building and creating a successful booth at a trade show. The team will have to develop and design every part of the booth according to the company brand and management desires, which will be used as advertisement and marketing content throughout the trade show.

Signage is the very first addition that companies must focus on. Companies can use multiple signage options to attract attendees to the booth. The company can start with outdoor signage. Outdoor signage will allow potential customers to identify the company outside the trade show. The customers will then, in return, attend the trade show based on the outdoor signage.

Indoor signage within the trade show. It is excellent that customers and potential clients want to visit the company’s booth. It can, however, be frustrating if they need help finding it. The marketing team must design indoor signage to provide all attendees with clear directions to the booth.

The third and most critical signage type is booth signage. Display the name and company stand to the attendees. This signage will announce that the attendees have arrived at the booth. Signage will be present all over the stall. Digital signage will allow the team to communicate information and knowledge that the company wants to share with the attendees and booth visitors.

The marketing team must design signage according to the company colors and brand. The signage should not confuse or distract the attendees from the company or the booth. Thus focusing on the company colors to emphasize the values and principles of the company is of utmost importance. The team must promote the conference to ensure existing customers can enjoy the trade show booth with the company.

Check Out Vendor Booth Tips I Wish I Knew Before Displaying At A Trade Show:

Look at the Booth Location

The trade show display location plays a critical role in the booth’s success within the trade show. The place will provide the booth with maximum traffic, or a lack thereof. If the site is close to the bathroom, there might be an increase in foot traffic.

The booth location should not be at the entrance of a trade show exhibit. There will be a chaotic flow of attendees entering or exiting. While the foot traffic is high, many attendees will focus on moving away from the traffic, so they will not be looking at any booth.

Some of the best booth locations are on the right side of an aisle. Studies have shown that attendees will walk on the same side they drive. Thus being on the right side will lead to more booth attendees. Another focus should be to place the booth close to cafes, food courts, or restrooms. Not in those areas, but relatively close. The people waiting for food will make hasty decisions due to their hunger.

The last ideal location to positively impact the booth visitors is to pick a corner. A corner location will be highly effective due to the stream of foot traffic. The corner will have either two or four directions of attendees flowing past. Allowing the booth to have the advantage of traffic flow will provide the team to gain leads or build sales.

Some companies prefer to place the booth close to other competitors within the industry. Allowing the attendee to compare the competitive companies at the booth directly. Another strategy is to set the booth between well-known brands or tech companies. Placing the booth between the big names will mean that there will be foot traffic, seeing that many will want to observe and visit the industry leaders.

Define a Trade Show Budget for Your Booth

A trade show budget will set the foundation for the team to build and create the ideal booth according to the company boundaries. The event budget will be a guideline to ensure the team has enough money to develop and build the booth.

There are, however, critical aspects that must be included within the trade show budget. The first expense in the realistic budget is the booth renting space on the trade show floor. This will allow the team to determine the best location according to the financial support that the company provides.

The booth design will be the second item on the realistic budget. The team will have to determine what type of material they will use and the walls and banners that will be included. The budget will have to include flooring for the booth as well as lighting to ensure that the attendees will be able to see and experience the entire booth. The design consists of the external company that creates and builds the booth for the team.

After the entire booth is created, the team must focus on the shipment of the booth parts or other added equipment and furniture. The shipping cost can influence the initial budget if the company ship and transport every bit of the booth to the trade show.

The company must include furniture, equipment, and tablets or screens on a realistic budget. This will give the team the necessary equipment to obtain leads or make sales. This will include plants, seats, or tables to decorate and fill empty spaces within the booth.

The last part of the event budget must focus on the marketing team and advertisement. The crew on the trade show floor will need business cards, information sheets, and products to display or give away. This will all be included in this section of the event budget. This will consist of social media marketing, advertisement, and other forms of marketing.

The company can include the booth breakdown if an external team will be paid to do that job. The team must find reusable products and equipment to ensure that they can save money for any future trade show events.

Create Project Proposal, Review and Approve

A project proposal is a document that clearly states the project, why the company wants to create and finish the project, and all the benefits connected to the project. This proposal will be sent to the company’s top management, including the CEO and other executives, who will evaluate and review the submission.

After the review, the proposal will be sent back to the team with good news in the form of approval. The assessment can state that the proposal is declined or that the team must make specific adjustments to ensure acceptance of the future proposal.

The layout of a proposal can be simplistic, with all the significant requirements being present within the document. The team must start by clearly stating the type of event and what the booth will entail within the event. The paper must include the team that will be involved. Naming each individual as well as identifying their role within the event.

The document must include a thorough planning and budget plan. This will give the managers insight into how much money will be needed to create the event. The team can end with the date and the times as well as the reason and the benefits of the event. This will then be reviewed, and the proposal will be accepted or declined based on specific grounds.

Booth Building

The planning has been completed, and all the materials and items have been purchased. The aim now is to build the booth exactly to the planning. This process will produce the booth that all the event attendees will experience and see.

The company should design and create a unique booth that aligns with the company’s values. A fantastic booth will draw the attention of the event attendees. The team can use equipment, tool, or colors to create the booth’s uniqueness. The team can use reusable materials and equipment, but the focus should be to stand out among the competitors and other booths within the trade show. The focus should be on creating a visually appealing booth.

When designing the booth, the team must incorporate promotional product spaces and set locations for the ideal products. Identifying the critical aspect that must be present in the booth must be included in the design and build of the booth. The team will have to include the furniture and equipment management to ensure that the team that builds the booth knows precisely what will be inside the booth.

The last focus should include technology and set spaces within the booth for informative material. The technology and informative banners will have a fixed location and space needed within the booth. The builders must include these spaces to ensure that the booth looks neat and organized because this will distract the attendees.

How to Look for the Right Booth Builder

The perfect builder does not exist. The team will have to analyze and interview multiple builders to find the right type of builder. The team can ask a set of questions to the building team to ensure that they are the right fit for the job.

The company must look at primary factors that can impact the quality of the booth. The first will be experienced. The team must evaluate whether the builder has the expertise, knowledge, and experience to build the booth.

Pricing and service will be the second factors to be inspected. The company has a set budget that can be maintained. Thus, hiring a team within the price range will be key. The pricing will impact the service. Service refers to communication, building, finishing project rate, and company satisfaction. The team must review reviews to identify whether the company has excellent service.

Dismantle Trade Show Booth

Dismantling the trade show booth is a requirement and falls on the booth owner’s shoulders. The team must dismantle the trade show booth delicately and protectively. This will protect the equipment and material which will be used in any future trade show booths.

The dismantling of the booth must occur within a set amount of time that trade show planners will set. The planner will provide the team with both setup and breakdown times where their team can build or break their booth. The key is to break the booth so every part can be reused.

Some companies need to break the booth down as quickly as possible. The aim is to break down the booth rapidly without caring about any materials, walls, flooring, or other parts. This will damage the elements, which can not be reused. The company will have to pay for the future booth’s complete setup.

Understand the Booth Design Options

Designing a booth is more complex than putting a few walls together. The team must determine a layout out of the multiple options within the booth-building industry. The booth size and design will have the most significant impact.

The team must select the style and size based on the booth space they are renting and the goals they want to achieve. The focus should be placed on the company’s strengths and products. If the company wants to sell leadership themes and conferences, the booth must be equipped to advertise and showcase the top products and venues.

Design a Powerful Booth that Fits Your Brand

The team will have a few classical design options that will be able to fit with the company brand. The focus is to create a booth design that fits the aim and the team’s desired engagement.

Inline Booth

The inline booth refers to a straight line of stalls next to each other. The booths will have the same trade show floor space and be placed right next to each other. The Inline booths will also have another company’s booth right behind them. The only open space will be in front of the booth, which will be the walking aisle. An inline booth can become a busy expo floor with limited space within the booth. A backlit exhibit can create the expectation of a deep and open inline booth. 

what do you need for a trade show booth

Perimeter Booth

The perimeter is similar to the inline booth. The big difference is that the perimeter booth will have a solid wall or no booth behind them. There will be booths next to the space. These booths will only be located at the side of the booth. There will be either a wall or an open space located right behind the booth. This will allow the company to capitalize on the event floor through client interaction. 

Cross Aisle Booth

A cross-aisle booth is a combination of two inline or perimeter booths. The company will have two locations across from one another, with a crossing or a walking aisle between them. There are a few reasons why companies would prefer this style of booth. The booth will have two access points from two sides, and the attendees can come from the top or the bottom of the trade show. The booth will cover both ways.

Island Booth

This is one of the rarest forms of booths in the trade show industry. The island booth has four available entries, which will be from each side. The booth is a stand-alone booth with no other booth around it. These booths attract the most attendees due to their open floor plan and accessibility from multiple sides. Both booth designs are elegant and will not always be available at every trade show.

Corner Booth

A corner booth is a booth that will be located on the corner of the aisle. Walkways and stalls on both sides will surround these booths. The benefit of this booth is that there will be multiple walkways crossing in front of the booth, leading to higher food traffic. The corner booth design will look different due to the need for more walls and booths surrounding this specific booth. These corner booths have more floor space and might cost more to rent.

Peninsula Booth

A peninsula booth is the best booth to rent. This booth can be accessed from three different sides and have ample floor space for attendees to enjoy. The booth will stand at the end of an aisle, and the three entrances are the front and both sides of the booth. The booth will have a backside with two inline or another peninsula booths. This is a scarce booth space to rent, thus being one of the more expensive booths at the trade show.

Standard Sizes of Booths

A few standard booth sizes will be available at every trade show. This excludes the custom-size booths. The standard size will be available to purchase for exhibitors to use as a trade show location booth.

10′ x 10′

The standard trade show rental space is a 10 x 10 location. This will fall into the category of both the inline and perimeter booth. The team will have this space to use for a custom-built booth to draw customers throughout the show.

10′ x 20′

This is a one-up standard from the 10 x 10 square ft booth. This will provide the team with more floor space that can be used to run demos or advertise more of the company’s quality products. The team will have more room for shelves, extra walls, or banners to fill the entire floor space.

20′ x 20′ & UP

The 20 x 20 booth provides more space. This is true for the floor space and includes the booth’s top. The team can use signage on top of the booth to draw more customers. Attendees can access these booths from multiple angles, and companies can set up separate meeting locations for the sales team to ensure that everything runs smoothly and smoothly when collecting the contact details of the attendees. The options are unlimited when using a 20 x 20 and up booth.

How to Choose the Right Trade Show Booths

Determining the best-suited trade show booth for the company can take time and effort. The team must start with a few set factors. The first focus should be placed on the budget. The budget will provide a clear indication of what the team can afford.

Secondly, the team can focus on the type of booth. There are single openings and double or open floor plan booth options. The opening will allow the attendees to enter the booth, which might lead to a chaotic collision or a simple walk flow that will leave every team member and attendee happy.

The final decision will be placed on the location of the booth. Many companies will prefer the peninsula booth. This, however, can be a struggle to fill with equipment and products. The team must identify the number of products and sales members present at the booth and pick a style that fits it. A corner booth is one of the better options due to its access and space.

What Can Conference Source Do For You?

A conference source is an organization that takes pride in its ability to plan and run an entire trade show for a company. They are an external planning team that will take a lot of stress and management off of the company throughout the process.

Conferences source has a wide range of expertise. The company has a well-diverse team that will be able to create events, meetings, conferences, and trade shows. The company is well known for its leadership conferences and team-building experiences. The team will bring the best out of the trade show booth, leading to high attending numbers and tremendous leads and sales.


How Do You Make A Booth Entertaining?

Using booth games, promotional material, competitions, and prizes will increase the entertainment in the booth. Another method to ensure a fun booth is through demonstrations of various products and services.

How Much Does An Average Trade Show Booth Cost?

The average booth space will be around $300 per square. This, however, can change due to the trade show coordinators. The trade show’s popularity will increase or decrease the price of the booth. The trade show booth design will impact the price of the booth. The corner booths will be some of the cheap booths, while the peninsula booth will be a more attractive booth with booth storage. This booth type will, however, be the most expensive.  

Final Thoughts

Some factors must be considered when planning and developing a trade show booth. The team must define their goals and budget, leaving them with designing and developing the perfect booth. Companies can access many potential customers through a trade show, which can lead to customers or future clients. The booth provides marketing opportunities to engage and inform their target market.

Sabine Ghali

Kelly Murphy


Certified Meeting planner with 20+ years of event management experience, founder of ConferenceSource, expert in meeting facility sourcing & contracting in North America, Europe, South America and Asia. Kelly will manage your budget as if they were her own, negotiating the best possible rate and hotel contract to benefit and protect every client and exceed all expectations for all planning aspects for sales meetings, educational meetings, product launches, incentive trips down to a small board of directors meeting. We make meetings easy understanding your meeting objectives and delivering meeting matched components.
Need Help Planning Your Next Corporate Event or Meeting?

From Good to Great: Elevating Trade Show Success


There are many aspects to promoting and advertising a company or a product. The aim should be to target an audience that will find the product beneficial and necessary in their daily life. The marketing team can target many avenues.

Trade shows are one of the avenues that the marketing team can target. A trade show success rate depends on various factors, and the team can use this platform for advertising, selling, or gaining leads that can be turned into sales later. The focus should be to reach the trade show goals set by the company beforehand.

The exhibitor’s trade show will allow the team to display their products and services directly to the potential customer. These attendees attend the event to gain knowledge and observe products that will solve their everyday problems. Thus, this event is a great choice to increase sales and acquire leads. These events can be a great success for the company. The key, however, lies in the way companies define success.

How To Determine Trade Show Success

The success rate of a trade show is a subjective opinion. The company must determine its goals and objectives, and based on this, it can evaluate whether the show was a success. These goals will differ for each company and must be determined within the company’s direction of growth.

Foot Traffic

Foot traffic does not solely refer to the number of attendees that walk through the venue. Foot traffic refers to the number of attendees that pass the company booth. The company might have a great corner booth with high foot traffic in the middle of the venue. The opportunity to have an attendee enter the booth in one of the busier lanes is high.

The booth spaces in the higher foot traffic areas will sell quicker and might be more expensive. This is worth the financial burden. The team can stack up the leads and sell the products faster to the booth’s location and foot traffic.


Engagement at a trade show is critical. With attendee engagement, the company can save time and money. Sales members want the attendees to engage with them. This will allow the sales team to inform and educate the attendee on the products and the company itself. There might be a couple of questions from the booth fairs people, which must be answered to ensure more engagement. 

There are many methods to increase engagement in a booth. The first method is a giveaway that the attendees can join. The sales team can use a signup sheet to obtain leads and use the time to promote the business. Another method is to demonstrate the products and services in action. This will allow the attendees to visualize the benefits and perks of the company products.

Deals and Sales

A trade show event is perfect for testing new deals and boosting sales. The team can identify strong products they want to sell throughout the event. The idea is to increase the sales numbers or the awareness of a specific product or service. An experience with people will be critical when determining the sales rep for the booth. The team effort will be able to provide closed sales and future sales to the management team, which can lead to multiple appointment slots in the future. 

The key to a good deal is to pull the attendee into the booth and promote a product they will use daily. The product must be of high quality, and the potential customer must desire to bring more customers back to the booth. The team can adjust and change these deals throughout the trade show to ensure that they raise awareness of all their products and services.


Awareness is critical for a business. A booth can be a trade show display of the industry leaders’ products and services. Attendees can meet the team and the company at a trade show. The awareness will allow the attendee to remember the business when they need the products or services.

A potential customer will never need a company they are unaware of. Thus raising awareness and advertising the company through a booth is paramount. The sales team must be ready to answer and explain the company goals and values to any potential customer in the booth.

Contacts and Leads

Trade shows are well-known amongst companies as the event to gain contacts and grow sales team leads. With the high volume of attendees, sales teams can acquire leads and contacts of potential customers. The team can use prizes, fun games, or giveaways to attract customers and increase leads.

The sales team will later use these leads. The team will contact these individuals with a prospectus and list of the company products and services that will benefit the individual. The leads and contact details can be obtained through electronic devices such as tablets or written on paper. The key is getting an email address to ensure the team can connect the attendee to the company newsletter.

Win Rate

Win rate refers to the number of booth visitors that enter the booth to the rate at which they purchase a product or provide their details. If ten attendees enter the booth and four purchase a product, the team has a 40% win rate. This can be done per sales member or can include the entire team.

The win rate does not solely have to focus on the products sold. The team can use this rate to measure the win rate of leads into sales and contact details they have acquired versus the number of attendees that entered the booth. The win rate will force the sales team to chase numbers and improve their rates.

Lead Generation & Attendees

The team must focus on turning attendees into leads. The prospectus might not acquire or purchase any products at this time. This, however, could and will change in the future. The team will obtain their contact detail which will be used to send marketing content to them. The individual will be added to the newsletter to provide them with updates and new products.

Lead generation can be done in a variety of ways. The method is less important than the success rate. The sales team must decide on a technique. This can be changed if it is ineffective.

Check Out Using Conferences, Trade Shows, and Events to Generate Leads:

Observe and Evaluate Competitors

A trade show will have multiple companies displaying and advertising their products. This can be of great value to the business. The team can scout around and evaluate the competitor’s products and services they provide. This will give the company with competitors’ insight.

By observing the competition, the business can identify critical aspects they can focus on or improve within their strategy. This will allow them to gain more customers and improve their product listing to fit their attendee’s needs. Companies, however, should not solely attend a trade show to evaluate competitors. The main aim should be to gain more customers and improve the current strategies that exist within the company.

Analyze Expenses & ROI

A trade show booth can be an expensive marketing and advertising strategy. The team must set a massive budget before the trade show planning starts to ensure they spend their time effectively. The team must, however, observe and analyze the return on investment. This can be done by counting the leads or adding sales meetings for the entire trade show.

The original trade show investment must be worth the information or deals reached through the trade show. The team will all have to sit and evaluate the positive return and the goals set before the event. This will assist the team in adjusting their strategy for any future events.

Post-show Best Practices for a Successful Trade Show Booth

The post-meeting feedback and practices are one area that many need to remember. This part will provide the team with information from the attendees, planners, and booth staff to identify strong and weak areas of the booth. This will assist the team in finding the problems and filing them for any future trade booths.

The trade show coordinator will use this information gained through the post-meeting evaluation to improve multiple booth areas for future trades. The follow-up process will provide the major partners with knowledge through feedback, which will translate into action steps to increase the success rate of the booth. The team will have future opportunities to increase their marketing efforts through feedback and trade show experience.


How To Sell More At Trade Shows

The key to selling more is to have set deals only available at the trade show. This must be communicated to the attendees to increase the desired sale. The team can use catchy phrases or the smaller giveaway to draw the attendees in, which allows the sales team to make the sale.

How Many Leads Should I Expect To Generate At A Trade Show?

This will be influenced by the number of attendees and the booth location. The team can collect more than 20 leads at a one-day trade show. This can be multiplied by the number of days if the trade show is longer than one day.

Is A Trade Show Good For Small Business

A trade show can be an expensive expenditure for a small business. The benefit, however, is that the small business can advertise the company and gain leads that can be potential customers in the future. With enough finances, a trade show will significantly benefit the small business.

Final Thoughts

Trade shows produce great business opportunities to generate sales and leads. This event can build customer awareness and be used to display and advertise specific products. The key, however, is to ensure that the team is ready and has all the information and knowledge on the company and products to share with the clients. 

A trade show is a massive opportunity for both small and corporate businesses. The benefits are significant, and the downfalls are limited. Companies can invest time in finding a planner if the company does not have an internal event planner, creating the perfect setup for the entire booth.

Sabine Ghali

Kelly Murphy


Certified Meeting planner with 20+ years of event management experience, founder of ConferenceSource, expert in meeting facility sourcing & contracting in North America, Europe, South America and Asia. Kelly will manage your budget as if they were her own, negotiating the best possible rate and hotel contract to benefit and protect every client and exceed all expectations for all planning aspects for sales meetings, educational meetings, product launches, incentive trips down to a small board of directors meeting. We make meetings easy understanding your meeting objectives and delivering meeting matched components.
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Trade Show Booth Costs: Tips for a Cost-Effective Exhibit


A trade show is a great method for a company to display its products and services to potential customers. This event allows companies to set up a booth that will allow the customers to come to them, and explore the possibilities that the company offers.

The key to a successful trade show booth however is budgeting. And this can only be done if the company knows the finances of a trade show booth cost. Many expenses will be included in setting up the trade show. The key however is to know what will be spent, and where it will be spent when setting up a booth at a trade show.

Many companies only take the space cost, or the setup fee as the only expenses. This however is not even close to the only expenses. There are many more, and the aim is to ensure that the company knows exactly where and how its money is spent.

How Much Does It Cost to Produce a Trade Show Booth?

This question does not have a simple multi-digit answer. First and foremost, the price of a booth will be determined by the material, lighting, floor, and all other added expenses. Thus the first step to determining the cost will be to evaluate the expenses and determine what types of expenses are compulsory and which are not. Space rental and space size will impact the trade show booth price of production. 

Breakdown of Trade Show Booth Costs

A breakdown of exactly where the company spends money on the booth is key. The following list provides the company with the necessary parts that will ensure that a booth is of high quality and can be used at multiple tradeshows.


There are many different lights that planners and teams can choose from. This might seem like a simple task, but picking the wrong lights might lead to a dark underwhelming booth. The focus should be to light up the trade show display within the booth so that potential customers can read and see what the company offers.

There is no set price for booth lighting, however, the best option for lights will be LED. On average an LED light costs around $100 to $200 for the entire set. The lights must be placed in such a way that the entire booth is lit up.


The materials of a trade show booth refer to the walls and the surroundings of a booth. The team must determine whether the booth will have soft material or perhaps a silky smooth material to bring the entire booth together.

Many businesses use banners as a setup for a booth, this however can not be the only material that a company use. There are many different types of materials, all differ in price. The bigger the booth size the higher the cost will be.


Furniture will pull the entire booth together. It will allow customers to observe the booth and identify precisely the purpose and goal of the company. The furniture as in a house, will allow the empty spaces to be filled. This will ensure that the booth is not empty, or perceived to be.

There are different types of furniture to choose from. The idea is not to fill the entire space with furniture but rather to fill the spaces that will not be used with furniture. Companies can use furniture such as desks and tables to provide the customer space to fill in or sit during conversations throughout the trade show.


Shipping is a hidden cost that many do not account for. This however can amount to a large sum of money when every part of the trade show needs to be shipped. The first side of shipping is the purchase of goods that will be needed in and on the booth. Companies buy products such as lights, furniture, or materials which all are sent through a courier agency. This will cost shipping.

Companies can lower this shipping cost by either purchasing everything from one company or enlarging the purchase to ensure that it comes with free shipping. Another form of shipping will be to transport the entire booth to the trade show. This must be done by a truck or a pickup truck, which will add extra costs to the booth expenses.

Portable Exhibits

Portable exhibits display refers to the transferable equipment and technology that can be portable. The equipment such as screens, tables, and many others, will be easy to pack and carry around. These displays ensure that customers can access information with a sales member needing to explain the entire booth. This will allow individuals to quickly scan and engage with the company, to identify whether they need the services or products.

Another form of portable exhibit is to create a booth that can be picked up and traveled with, without building or breaking down the booth. The booth can be assembled and removed without any major construction which will save the team money and energy.

Material Handling

Material handling is the transfer, movement, protection, and storage of material. This must be done with care to ensure that none of the pieces of material are damaged. Damaged goods must be replaced, which will cost the company money to replace.

The team must ensure that the material is handled and transported with care at all times. Companies must, however, include damages in the budget to ensure that these problems are accounted for. The material must fit the theme. If the company is advertising a team-building exercise, the surrounding material must support the booth theme.

Show Services

The trade show services are equipment or stock that will be hired during the show. Other forms of show services are rental space, parking space for the sales team, or any other fees added to the bill connected to the trade show. Companies must include these services because they ensure that the team can be present and advertise at a set trade show.


This is the one section that might have some of the biggest impacts on the customers’ perception of the booth. Many companies will avoid spending money on flooring because people will step on it. Creating and installing the right flooring will allow the entire booth to look professional.

A wooden floor or carpet will allow customers to observe exactly where the trade show stops and the company booth starts. The team will be allowed to present high-quality material through something as simple as a decent floor. Flooring cost will, however, be a determining factor of trade show success, the company must aim not to overspend on the flooring.

Check Out Vendor Booth Tips I Wish I Knew Before Displaying At A Trade Show:


This is one aspect that will always be needed for a trade show booth. Companies must install or add storage to the booth to ensure that extra freebies or materials are not visible to the clients. The storage will be used for members’ bags and extra luggage that might be a necessity with every travel.


Modulators are tools that companies can use that will allow them to create and build their booth according to a set structure. The trade show booth builder will provide the team will all the needed equipment, furniture, and material for the entire booth.

This will allow the team to change the information, as well as other smaller factors to build the ideal show booth. This will allow the team to create a booth using an already existing template, which will save the company time. The time saved can be used to promote the conference and booth.

What Are Factors To Consider For Your Budget

There are a few factors that will impact the company budget. These factors must be considered before the trade show booth budget is set in stone.

Chosen Materials

Determining the materials to use for a trade show booth is important. The team must pick materials that will provide the booth a professional look and feel. The company, however, must set a trade show booth budget to prevent the team from spending all the money on the material.

Furniture That You Need

Another factor to consider is the furniture. There is a necessity for furniture within the booth. The team, however, should not place unnecessary furniture in the booth. The key to furniture is to allow the empty spaces to be filled or to provide seats, tables, or desks which will allow the customers to provide their information.

The focus should be only to make use of two to five furniture pieces. This will allow enough space between the pieces to move. The minimalist use of furniture will make the booth open and accessible for the customers.

Booth Size And Shape

The booth size and shape should be adjusted to the recommendations according to the trade show specifics. Thus adjusting the booth according to every show is of utmost importance. The team should focus on building a booth that is big enough to hold a few event staff and a few customers. The focus should not be on building the biggest booth at the show but rather focus on building a booth where the team can fill the space and customers can feel comfortable to be.

Type of Flooring

Flooring is one of the factors with the biggest impact on how people perceive the booth. There are a variety of options to choose from, and companies will have to spend the finances to ensure that the flooring is done properly. The trade show appearance will be influenced by the floor space and the flooring of the actual booth space. 

The flooring must fit the style of the material and the information shared within the booth. The team must decide on a type of flooring that looks professional and adds a certain feel to the boot. Wood, tiles, and high-end carpets are always stand-out examples of good flooring.

Trade Show Cost Calculator

There are many tools that companies can use to ensure that they determine exactly how must need to be spent on the booth space. A cost calculator will allow the team to determine the square foot that will be used, and the amount of finances to cover every square foot.

The calculator will determine the exact amount of money that should be allocated to each considering factor according to the booth size. The team will find this useful, due to the time they will save on the trade show budget creation.

Take a look at our trade show calculator below:

This calculator provides the overall budget estimation. Additionally, the budget breakdown calculator below allows you to breakdown the budget allocation in detail, such as, 35% for the show space rental, 6% for the graphics and materials and so on.

Trade Show Budget Calculator

Trade Show Budget Calculator

Please keep in mind that this is a general guideline and should be used as a reference. Actual budget allocations may vary depending on specific circumstances and requirements.


What Type of Expense is a Trade Show?

There are many different expenses at a trade show. The most common expenses are lighting, material, furniture, flooring storage, and information material for potential customers.

How Much is the Average Trade Show Booth Cost Per Square Foot

Companies can expect to pay $250 per square for a 20 by 20 square. Bigger booths will cost the company less by square, moving to around $100 to $150 per square.

Final Thoughts

There are many factors to take into consideration concerning planning, creating, and the set up a booth. Companies must however focus on creating the best booth according to a set budget. This will allow the team to focus on cheaper options that will still provide a professional look and feel to the booth.

Many companies use trade show exhibits to advertise and promote their businesses. Not only will the company have access to customers directly but can have top tear booth staff providing the necessary information to close the deal. Trade shows can however cost the company some financial damage, the return on investments, however, will be much higher if the trade show booth is built with professionalism and perfection in mind.

Sabine Ghali

Kelly Murphy


Certified Meeting planner with 20+ years of event management experience, founder of ConferenceSource, expert in meeting facility sourcing & contracting in North America, Europe, South America and Asia. Kelly will manage your budget as if they were her own, negotiating the best possible rate and hotel contract to benefit and protect every client and exceed all expectations for all planning aspects for sales meetings, educational meetings, product launches, incentive trips down to a small board of directors meeting. We make meetings easy understanding your meeting objectives and delivering meeting matched components.
Need Help Planning Your Next Corporate Event or Meeting?

Trade Show Planning Checklist: Your Roadmap to Triumph


A trade show is a great way to showcase a company’s strong products or services to potential clients. These shows have customers and clients coming far and wide to experience multiple companies. Comparing companies with one another. These shows will provide a company with the platform to stand out and display all its strengths.

A trade show planning checklist will allow the planning team with the necessary information that will allow them to have a list of planning objectives to complete. The list will allow the planner to have the necessary tools and equipment organized to run a successful trade show booth.

Planning a trade show can be a difficult task, and if the organization needs a checklist, the planner must remember and determine on their own, what is important and necessary. A checklist will not only assist the planner but the entire team.

How To Organize a Trade Show Checklist

The first focus of a trade show checklist will be to determine the event goal of the trade show. The company must have clear and concise goals that they want to achieve through the checklist. This will allow the planning team with a structure and guidance to set up a show that will fulfill the goals set by the company leaders

Another prerequisite for a successful trade show checklist is the booth requirements and all data that will be needed throughout the event. The team must provide the information beforehand to ensure that the design and the rest of the booth reflect the correct information.

As a trade show planner, the individual will have to create a realistic budget. This will allow the team and the company to identify where the money will be spent. A realistic budgeting process will allow the planner to buy and create a booth that is of high quality. The funding will allow the planner to have enough money till the end of the trade show. Prevent the team from running out of finances in the middle of the trade show planning.

Read more to check our sample trade show checklist below.

Pre-Trade Show Planning Checklist

A pre-show checklist refers to all the tasks and objectives that must be done before the day of the show. This will allow the planner to attend to all the tasks to assure that the trade show is a success.

12 to 18 Months Before your Trade Show

One year before the trade show, companies must start by reviewing their options. There are multiple trade shows and options to choose from. Ideally, the show must be in line with the industry the company is in. The exhibit space rental for the trade show event must be determined before the planning can start.

In this period, the team must create a budget that will assist the planning team in their choices of equipment, stock, and other factor within the booth. With the budget, the company must lay out rules, goals, and objectives that will provide the team with clear guidelines as to what is expected from them.

The team must determine the locations of the trade show and their booth. This will allow them to make adjustments and arrangements around the location and size of the booth. Determining the locations will provide the team with crucial detail on traveling and setup costs.

4 to 6 Months Before Your Trade Show

Between four to six months the team must design the booth that they want to exhibit at the trade show. Creating the right components and style for the booth that will attract customers is key. If the company does not have an already existing booth, creating it from the ground up might take some extra time.

An effective marketing strategy must be created within this period. The marketing team will have to research to determine the demographic and target audience. This time will be used to develop specific advertisements to ensure that the target audience can be drawn to the trade show. 

If there is some free time within this period the team can identify and create marketing material such as business cards that will be used as free merchandise. Companies can hand out tote bags, shirts, or frisbees. These resources are goodies the audience can take home, which will add extra value to their experience at the show. The promotional items will be given away before, at, and sometimes after the show. 

1 to 3 Months Before Your Trade Show

This time will be when most of the physical labor and planning comes to life. The team must work extremely hard to bring all the ideas to life. The first focus should be the installation of the flooring. If the trade show floor needs specific flooring in the form of wooden floors or tiles, the time is now.

The booth coordinator will need to confirm the dates with the venue as well as what the requirements are for building and taking down the booth. Confirming setup dates will let the team know exactly when to lay the floors or set up the booth.

Another key task will be to meet with the entire sales staff for the booth. There must be specific information and cards handed to them to ensure that all the sales members have the correct and accurate information. This will allow them to study the information beforehand. Not only will this add to professionalism but all clients will have the same information provided to them.

This period will be used to launch the marketing campaign. Advertising the exact dates and times that the show will run to ensure that the clients will pop in at the trade show. Handout documents for the trade show must be created and available. This will allow the staff to provide the clients with material that they can take home to do further reading on the product or service.

A team-building experience will add value to the team. This will ensure that the entire team is on the same page, standing as a team and not as individuals. The planning team must ensure that all installations are in the form of Wi-Fi, electronics, and all other necessities. This will allow the team to fix bugs and problems before the day of the trade show.

During Trade Show Checklist

The day has arrived and after months of planning the team can finally use the information that they received. On the day of the trade show, sales members must arrive early to ensure that everything is ready and in place for the clients.

On the day of the trade show, all sales members must be friendly and interactive and share as much information with the customers as possible. Sales members must keep track of all the contact information that will be used after the trade show.

The trade show event is where the customers might meet the company for the first time, thus ensuring professional engagement is key. The team will have time to enjoy the trade show and communicate the company’s assistance to customer needs.

Check Out Trade Show Marketing Plan: Tips for Before, During, and After the Show:


Post-show refers to the tasks and objectives that must be completed after the show has finished. This will include duties such as clean-up and removal of the booth space. Another task is to follow up with all the informants that have provided the team with their information.

Measure The Show’s Success

After the show, the team can evaluate their success. The trade show must have achieved all the goals set at the beginning. If certain goals were missed by the team, they must evaluate why and how they can improve them in the future. The team must use the time to review goals that they have created beforehand. This will assist the team to improve their pre-show meetings and set a clear action plan with accurate goals. 

Cost Comparison

This process will allow the team to analyze whether they have spent the money allocated through the budget accordingly. The team will evaluate if they overspent or underspent on certain aspects of the trade show. This cost comparison plays a key role in determining a cost-effective method that will impact the success of future trade shows.

The team will proceed with the cost comparison to ensure that they change or adjust their budget in the future. This might allow the team to pick better vendors or more price-sensitive items that might push or decrease the budgetary costs. 

Prepare and Analyze For Your Next Trade Show

The company can send out a survey to the staff that worked at the trade show. The survey will provide them with information on the experience these members had. The sales members can raise points that they feel were unorganized, or they can share the positives that they have experienced.

The team can evaluate their marketing efforts and capitalization of cell phone usage on the day. The team will have to find creative trade ideas to ensure that their booth space stands out among the rest. 

The leadership must receive information from these members to ensure that their next show is better organized, set up, and run than their past events. Analyzing the data will allow the team to improve all future events. The leadership of the company will have time to evaluate the data and plan a conference to ensure that the data is used in the best way possible.

Take A Look At Our Sample Trade Show Checklist:


How Do You Plan A Trade Show Budget?

To start with the company and team must set clear goals. This will assist them in determining what purchases and choices to make in the future. Set a trade show list to ensure that all items needed for the trade show will be taken care of.

How Do You Measure Success at a Trade Show?

Measuring success can be done in two methods. Either by determining which goals and objectives have been achieved. These goals must have been set before the show to provide the team with guidelines. Or another form of success is evaluating the return on investment. Analyzing the number of customers and contact detail that was received throughout the show. A key part of the trade show planning checklist is a trade show packing list.

Final Considerations

A trade show booth can add value to a company. The key however is to determine which trade show to attend. Companies can increase their visualization, brand awareness, and customer service by attending and displaying a professional trade show booth at these events.

Trade show checklists are the best method of ensuring a successful trade show. The checklist will ensure that the planning team will have the necessary tasks, objectives, and planning structure. The checklist will allow the team to observe the tasks that must be done, preventing any individual to forget about them. The best way to a successful trade show event is through a trade show checklist.

Sabine Ghali

Kelly Murphy


Certified Meeting planner with 20+ years of event management experience, founder of ConferenceSource, expert in meeting facility sourcing & contracting in North America, Europe, South America and Asia. Kelly will manage your budget as if they were her own, negotiating the best possible rate and hotel contract to benefit and protect every client and exceed all expectations for all planning aspects for sales meetings, educational meetings, product launches, incentive trips down to a small board of directors meeting. We make meetings easy understanding your meeting objectives and delivering meeting matched components.
Need Help Planning Your Next Corporate Event or Meeting?

Trade Show Coordinator Duties and Responsibilities


There are multiple methods of advertising and displaying company products and services. Thus determining the best method to ensure the highest return on investment can play a big role. Trade shows allow businesses to advertise directly. to potential customers and clients.

Trade show coordinators have multiple duties and responsibilities that must be taken care of. These responsibilities do not solely focus on trade show day but include pre-show and post-show responsibilities. The event coordinator will be tasked with responsibilities leading up to the events such as research and budget creation and post-event tasks such as gathering leads and feedback from the attendees.

A trade show event coordinator is one piece of the puzzle that can ensure the business of a successful trade show event. The individual will work with a team to create the ideal trade show that will produce sales, leads, and advertising to customers and potential clients. The coordinator will take charge of organizing, planning, and running the entire show.

Pre-Show Planning

Pre-show planning is the period before the day of the trade show. The pre-show provides the event planner with a dedicated time frame to organize, create and build the trade show from the ground up.

Conducting Market Research to Identify the Right Trade Shows to Attend

Not all trade shows are created equally. Most industries have their own trade show and events, thus determining the best show to visit can become a difficult task. The main focus should be to determine the goal of attending or hosting a trade show event.

Coordinators can dive deep into the market to analyze competitors and customer needs, which will provide guidance on what type of trade show to attend or host. Companies can attend trade shows within their industry, or potential clients’ trade shows to observe and scout the products they offer.

Creating a Budget for the Trade Show

There are many expenses to account for when planning and hosting a trade show. It is the coordinator’s responsibility to communicate all prices to clients. The event manager must identify all expenses to ensure the company has the financial support to host a trade show.

The organizers will create a budget that must be approved by the financial office within the company. This will ensure that there are no unnecessary expenses. This will provide the managers with an overview of where the money will be going and why it is a necessity. The budget will clearly state what the expenses will be.

Coordinating with Vendors and Suppliers to Ensure the Timely Delivery of Materials

A trade show’s prerequisite is that all the equipment and products are in place before the customers and clients arrive. Thus adding coordinating and communicating with vendors and suppliers is a massive responsibility that falls on the organizing team. There are many different methods of ensuring timely delivery and the team must determine and decide on how to obtain it.

Designing and Ordering Promotional Materials

There are a variety of options when determining the best promotional material. The aim of the material however is to showcase the company’s brand, products or services, and information about what the business is all about.

Printed materials and banned are some of the promotional materials that must be taken into consideration. The attendees must be able to spot the company’s booth or identify the type of trade show from first sight. This will ensure that the best potential customers and clients are present throughout the event.

Check Out Promotional Marketing Materials – Why You Need Great Marketing Materials to Promote your Business:

On-Site Responsibilities

On-site responsibilities will be present throughout the pre, post, and on the event day. The coordinator must be present to ensure that the setup and tear-down are done properly and that all potential customers are taken care of on the day.

Overseeing Booth Set-up and Tear-down

The organizer must be present to ensure that the companies are set up in the correct locations. The coordinator will provide clear booth requirements and guidelines for the building and tearing down of the booth. A clean station must be given to the companies to set up their booth, and clean stations must be left behind when they have taken down the booth.

Ensuring that all Materials and Products are Properly Displayed

There is no benefit of purchasing marketing and promotional material if customers are not able to see it. Thus falling on the entire event management and marketing team’s shoulders to communicate and direct the team to ensure that all advertisement is displayed properly. This will draw customers to the trade show.

Managing Staff and Ensuring they are Trained and Knowledgeable about the Products/Services Being Showcased

The entire team must have knowledge of all products and the corporation to provide clear information. The customers must be educated with clear and concise information. The team must have a course on the products to ensure that they display and inform the customers in the best way possible. 

Interacting with Attendees and Potential Customers

A friendly face is a must at a trade show. The team that will be present at the trade show will be the first line of interaction and communication. Thus educating them on how to communicate and interact with attendees can ensure that sales or engagement leads to purchases at a later stage.

Post-Show Follow-Up

The post-show responsibilities of a coordinator will be to contact and determine the success of the trade show. The organizer must be able to provide leads and feedback to the top management on the trade show.

Gathering Leads and Following up with Potential Customers

Leads are prospective customers that are interested in the products and services the company has to offer. Thus following up with them will create the personal connections customers want from corporations. These follow-ups can ensure a future recurring customer for the business. There are multiple methods of interacting and connecting with leads. The aim should finally be to obtain a new customer.

Conducting a Post-show Analysis to Determine the Success of the Event

A trade show can only be evaluated and justified in one way. Whether or not the event was a success. The goals set beforehand for the trade show must be evaluated and the team must determine whether the show was a success.

Identifying Areas for Improvement for Future Trade Shows

Everything planned does not mean it will reflect and occur in that fashion. The coordinator must evaluate and communicate with the team and identify areas where they can improve. The team can improve with every event, and ensure that any future events are better and more successful. 

Skills and Qualifications of a Trade Show Coordinator

There are certain common skills and qualifications that will determine whether an individual will be an excellent trade show coordinator. Not all of these skills are necessary, but the more that is present, or improved the better the chances are to be a coordinator. Negotiation skills can be useful in strong planning and hosting a successful event. An enthusiastic team player with communication skills is a step in the right direction.

Communication and Interpersonal Skills

The coordinator will be working next to and with a large group of people. The management team must be given updates on the trade show. The coordinator must communicate with the rest of the team, and he manages to ensure that the booth and show run as smoothly as possible. The coordinator must work and improve their interpersonal skills to ensure a successful career in coordination.

Attention to Detail and Organizational Skills

Focusing on the small and finer detail of the booth and planning thereof plays a key role in the skills of the coordinator, especially in a fast-paced environment. The individual must be able to organize and build a booth according to set detail and information. Organizing and placing every part of the trade show booth in place is a key responsibility and skill needed.

Ability to Work Under Pressure and Meet Deadlines

There will be a lot of pressure on the coordinator to complete tasks before set deadlines. As the trade show has a set date, all tasks will have a date to be completed. The candidate must thus have the capacity to work under pressure to complete tasks on tight deadlines.

Marketing and Sales Experience

The coordinator might not be present at the booth at all times during the trade show, however, experience in marketing and sales is a must. The coordinator will educate and inform the sales team on what to share and how to ensure a sale or lead. The individual will have to provide the marketing team and sales team with direct tasks and objectives to ensure a successful event. Experience in event management and skills for trade show booths will be beneficial.

Tools and Resources for Trade Show Coordinators

Conference Source

Companies can make use of outside sources to create, build and run a successful trade show. Not every team has a set coordinator and by simply acquiring an outside source, the team can reduce the stress that is accompanied by trade shows.

Professional Associations and Networking Groups for Trade Show Professionals

Associations and networking groups allow the company to stay up to date on potential trade shows and events. These associations want to assist the industry with growing and building towards a better future for the entire industry. Thus being connected to different associations will keep the company in the loop of what and where the next big thing is happening.

Training and Education Opportunities for those Interested in Pursuing a Career as a Trade Show Coordinator

There are various ways of pursuing a career as a trade show coordinator. Some organizations prefer an education, while others promote experience and skills. According to Zippia a bachelor’s degree in marketing, business, or communication.


What Is A Tradeshow?

This is an exhibition where different companies within an industry present and display their products and services to potential customers. 

What Is The Average Trade Show Coordinator’s Salary?

On average a coordinator can get paid up to $19 per hour, or a salary of $38,487 per year. This can differ depending on the experience, company hire, and qualifications of the coordinator.

Final Thoughts

Being a coordinator of a trade show can be a technical and stressful occupation. The individual will be tasked with pre, on day, and post-trade show responsibilities all of which will ensure a successful in-person or online trade show.

Companies need a set individual in the team in the form of a coordinator because they will be able to create, build and run a successful show. This role can be outsourced to even companies. However, the main aim for businesses is to be present at a trade show. This will allow direct contact with potential customers and clients.

Sabine Ghali

Kelly Murphy


Certified Meeting planner with 20+ years of event management experience, founder of ConferenceSource, expert in meeting facility sourcing & contracting in North America, Europe, South America and Asia. Kelly will manage your budget as if they were her own, negotiating the best possible rate and hotel contract to benefit and protect every client and exceed all expectations for all planning aspects for sales meetings, educational meetings, product launches, incentive trips down to a small board of directors meeting. We make meetings easy understanding your meeting objectives and delivering meeting matched components.
Need Help Planning Your Next Corporate Event or Meeting?

Are Trade Shows Worth It? Evaluating the ROI


Businesses within an industry all fight for similar clients. Pharmaceutical companies all battle to attract the attention of the potential customers that they need. Many use advertisements, and some make use of business conferences. While this is effective, many need to remember the service of trade shows.

Are trade shows worth it? This is a question that many will ask. A trade show is a great way to obtain new clients and customers by displaying their desired products or service. The trade show will offer the company a platform to entice them to advertise and market directly to the customer. The sales team will have no boundaries and can talk straight to the potential customers.

The answer is more than a simple yes or no in how the company uses trade shows. These shows will, for a variety of reasons, significantly benefit the company if the business capitalizes and use these shows to grow and increase sales opportunities.

Why a Trade Show Is Worth It

There are many benefits accompanied by using a booth at a trade show. The team can use these benefits to grow the business, drive sales, display their products, or identify what the competitors are up to. These benefits allow the team to develop and build on the company and its strategies.

Exposure and Publicity

Trade show events will allow the team to gain exposure and publicity. The team can earn sales experience by selling products or gaining leads from the event. Potential customers will be around the sales team, giving them the publicity to work on their sales pitch and customer service.

Introduce Your Product or Service in an Eye-Catching Way

The opening line of any sales pitch will set the tone of the meeting. A trade show will allow the team various opportunities to create or adjust their opening sentence. The team will have the time to introduce the products and services in a catching way to build customer curiosity.

Showcase Your Products

An event will give companies golden opportunities at trade shows to display and advertise their products to the consumer. No barriers or excuses can stand in the way of the consumer evaluating and experiencing the product. The key here is a display showcasing the product being used.

The booth setup must benefit the products, and consumers must be able to touch or use the products from the show. These product demos must, however, be included in the marketing budget to ensure that the company can account for the loss of product or breakage from the trade show attendees. 

Check What Your Competitors Are Doing

A trade show will be industry-based, meaning that companies within the industry will all have the same valuable opportunities to advertise and present their products. This, however, allows the team to witness what the respected competitors have. The trade show requires a display of products and services, allowing the company to scout and identify other companies’ essential products and services.

Connect At Networking Events

Connecting and networking are essential parts of a trade show booth. The company will be able to meet new companies and individuals. The newly gained connections can be used at a later stage. These connections will significantly benefit and can bring new customers to the table in the future.

Check Out How Do You Meet a Stranger at a Trade Show:

Gain Industry Knowledge And Education

A trade show provides customers with knowledge of every company and business within the industry. The team, however, can use this excellent opportunity to build their knowledge on specific skills, problems, or education. The trade show will provide the perfect platform for attendees to learn as much as possible through the event, and the team itself can use this opportunity.

Directly Engage Your Audience

At a trade show, customers will spend time experiencing multiple booths. These individuals will take the time to see the industry leaders, the companies they love, and magnetic products or services. The company thus has the opportunity to engage directly with the ideal visitor. The sales team can turn an attendee into a lead or, better yet, a customer through visual equipment in the trade show display.

How to Decide Whether a Trade Show Is Right for You

There are multiple meetings in the form of trade shows across the U.S., and finding the perfect show to use is a difficult task. Every trade show has a meeting planner and trade show host. The company can start by asking for assistance and guidance from the event coordinator to identify whether they will benefit from the trade show.

The Shows Target Audience

Suppose the trade show planner can not provide the marketing and trade show teams with a clear answer. In that case, these teams can start by identifying the target audience of the trade show. Will the products and services of the company be suitable for these individuals? The company must determine if the two target audiences align.


Every industry has its trade show. The company can find trade show meetings that aim to grow the same industry that they are in. These trade shows will be best suited for the company. Industry trade shows can be found online or through past event planners. These event planners will either plan the next trade show or have information on any future show within the industry.

What Occurs During Trade Shows?

There are a lot of factors to take into consideration when planning a successful trade show. The trade show planner will be able to see if all booths are equipped and running smoothly. The sales team will communicate with the target customer during a trade show.

The sales team will meet all the attendee’s requirements by simply answering questions, displaying the products, and having a demonstration. The team will aim to generate as many leads as possible, which will be used later to turn them into customers.


What Are The Drawbacks Of Trade Shows?

Without a massive following, trade shows can turn into ghost shows. With a lack of potential customers, the shows are not worth it. Arranging and creating the perfect booth can be another drawback.

If it is a new trade show team with little experience, some big mistakes might occur. Lastly, not preparing and educating the sales team can prevent the company from losing leads and potential customers. All sales members must have the same script and information.

How Much Should You Budget For A Trade Show?

Budgeting for a trade show depends on the booth size and the type of booth the company wants to build. The team can use the trade show booth rental space as a starting point and add booth material and other equipment to the budget. The trade show display might have the most significant impact on the finances of the trade show. 

Why Are Trade Exhibitions Becoming Extinct?

The trade show industry has yet to find a sustainable way to host these trade shows virtually. After the pandemic, many trade shows were put on hold and have yet to resume. These shows are, however, still alive, just under construction in finding a sustainable and virtual method to host these shows.

How to Get the Most Customers at Trade Shows?

The booth will draw many customers. Thus, creating a booth that draws the attendee’s attention with lights, products, and audio will lead to higher attendance. The team can use advertisements and signage to ensure potential customers know where to find the booth. And lastly, giveaways and prizes will draw customers into the trade show.

Final Thoughts

Trade shows can be of great benefit to a business. These events will allow the company to advertise directly to the target market. The team will have the chance to have direct access to potential clients. This platform can grow the company in various disciplines and areas through a trade show. The key, however, is whether the business takes the leap and invests time, money, and energy to create the perfect trade show booth.

Sabine Ghali

Kelly Murphy


Certified Meeting planner with 20+ years of event management experience, founder of ConferenceSource, expert in meeting facility sourcing & contracting in North America, Europe, South America and Asia. Kelly will manage your budget as if they were her own, negotiating the best possible rate and hotel contract to benefit and protect every client and exceed all expectations for all planning aspects for sales meetings, educational meetings, product launches, incentive trips down to a small board of directors meeting. We make meetings easy understanding your meeting objectives and delivering meeting matched components.
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