Trade Show Services & Budgeting Tips

Every trade show program requires careful budgeting, even for show service necessity’s. Check out these tips. 

Perhaps the hardest task of any trade show program is maintaining an initial budget from beginning to end. No secret that any trade show program requires significant investment with time and money, but luckily the amount of each investment can be controlled with proper planning and discipline. Don’t get miss-informed this is not another budgeting tips article. According to Exhibitor Magazine, the average cost of show services takes around 13% of the total trade show budget. This includes install/teardown, rigging, furniture, carpet, catering, electricity, internet, swag, and cleaning services to name a few. While all of these services appear as necessity, the cost variance for them is often overlooked when establishing a formal budget.

Below is a budgeting cost comparison for one client’s 30×40 booth for two years . Keep in mind the costs illustrated are for those particular services listed and don’t include the full scope of services offered at every show.

What does all of this mean? It shows that despite best intentions trade show services cannot be narrowed to a finite number. The cost can vary significantly from one year to another or city to city. Costs may also significantly vary for some service, and not at all for others. Many times this becomes the number one reason why exhibit programs break the bank.

Naturally the greatest costs come with I&D. Unfortunately those  keep you hostage to the areas union regulations and labor rates. Carpeting comes with the same punishment, as suppliers for trade show are typically limited and feed off the surrounding market. Thankfully services such as internet and furniture bring competition, and a good exhibit design house will maneuver options smoother than Marty McFly on a hoverboard.  Frills such as catering are also important to watch. While it may sound great to invest in a taco bar or cappuccino lounge in your booth, that plate also comes with staff to prep/serve, cook, and clean up. At show end this company spent around $30k for exhibit services in Denver. Philadelphia required over $11,0000 more solely due to location and timing.

While there are a 101 ways to potentially lower your exhibit cost, it pays to be aware of all the “extras” that may creep up in the form of show services. Careful planning for the “needs” (flooring, electric, trash cans) and the “wants” (stock bar, LED lighting, in-booth entertainment) will ensure your marketing dollars are spent in the most appropriate ways.