Exhibiting at trade shows can deliver strong ROI, but it also requires careful financial planning. Without a clear budget, it’s easy to overspend or overlook hidden costs. Here are the major components to consider when building a trade show budget.
Establish Your Total Budget
The first step is defining how much your company can realistically spend. This number sets the boundaries for everything else. Avoid committing all available funds to one area—such as the booth—without accounting for the other expenses that will follow.
Booth Space and Exhibit Costs
Booth space and the exhibit itself are often the largest line items, accounting for roughly 50% of the overall budget. Renting more square footage may seem appealing, but larger spaces cost significantly more to fill. Custom exhibits generally run around $150 per square foot. A smaller footprint, like a 10×20, can still make a strong impact when designed well.
Installation and Dismantle (I&D)
Labor for setup and teardown can add significant costs, especially with union crews. Some exhibit houses include I&D in turnkey packages, while others bill separately. Understand whether labor is included in your contract and estimate the required hours in advance—complex builds may take 12 hours or more.
Show Services
Electrical, internet, cleaning, rigging, and material handling often fall under show services. These are frequently overlooked in initial budgets but can add $20,000 or more, depending on booth size. Always confirm whether services are included in your exhibit provider’s pricing or need to be budgeted separately.
Personnel and Travel Expenses
Staffing the booth adds costs beyond wages. Include flights, hotels, meals, per diems, and any overtime or labor law compliance costs for hourly employees. Overstaffing not only increases expenses but can reduce ROI if staff time isn’t well utilized. Plan carefully for who needs to attend.
Entertainment and Client Hospitality
Dinners, happy hours, or client entertainment can build strong relationships but must be budgeted realistically. Pad these expenses to avoid surprises—nothing derails goodwill faster than going over budget with a client in the room.
Plan for Success
A well-structured trade show budget ensures your team avoids costly mistakes and focuses resources where they matter most. Many exhibitors choose turnkey partners like Absolute Exhibits, who provide price guarantees and help forecast hidden costs. This approach leaves more room to focus on strategy, staff, and client engagement.
