Understanding the Full Picture
How Trade Show Costs Actually Work
Trade show budgeting is notoriously difficult because costs are fragmented across vendors, timelines, and categories. Understanding where money goes is the first step toward controlling it.
Where the Money Goes
A typical trade show budget breaks down across six major categories. The percentages vary by show size, booth complexity, and company approach.
Booth Space & Design
30-40% of budgetThe floor space rental and booth design/fabrication typically consume the largest portion of your budget. Costs vary dramatically based on show prestige, booth size, and whether you rent or own.
- Square footage pricing
- Corner vs inline placement
- Custom vs modular design
- Ownership vs rental
Shipping & Drayage
15-25% of budgetGetting your booth and materials to the show floor is more complex than standard freight. Drayage—the movement of materials from loading dock to booth—often surprises first-time exhibitors.
- Freight weight and distance
- Drayage rates (often by weight)
- Material handling fees
- Storage costs
Installation & Dismantle
10-15% of budgetUnion labor rules at most major venues mean you cannot simply set up your own booth. Professional I&D crews are required, and rates vary by city and show.
- Union labor requirements
- Overtime and weekend rates
- Complexity of setup
- Electrical and rigging
Show Services
5-10% of budgetElectrical, internet, cleaning, and other venue services are ordered through the show contractor at premium rates. Early ordering typically saves 20-30%.
- Electrical power needs
- Internet connectivity
- Cleaning and maintenance
- Lead retrieval systems
Staffing & Travel
15-20% of budgetGetting your team to the show, housed, and fed adds up quickly. Many brands underestimate these costs, especially for multi-day shows.
- Airfare and ground transport
- Hotel accommodations
- Per diem and meals
- Staff training time
Marketing & Follow-up
5-15% of budgetPre-show promotion, at-show giveaways, and post-show follow-up are often afterthoughts, but they determine whether your investment generates returns.
- Pre-show marketing
- Promotional materials
- Giveaways and swag
- Post-show follow-up campaigns
Budget Mistakes Brands Make Every Year
Even experienced marketing teams make these errors. The complexity of trade show costs means lessons often come the hard way.
Budgeting only for booth space
Space rental is typically just 30-40% of total costs. The supporting expenses often exceed the booth itself.
Ignoring drayage until the invoice arrives
Drayage is charged by weight and can cost $100-200+ per hundred pounds. A 2,000 lb booth can cost $2,000-4,000 just to move from dock to floor.
Assuming you can set up your own booth
Most major venues require union labor. Even hanging a banner or plugging in equipment may require certified workers at hourly rates.
Ordering show services at deadline rates
Early-bird pricing for electrical, internet, and other services can save 20-30%. Last-minute orders often cost 50% more.
Underestimating staff time and travel
A 3-day show often requires 5-6 days of staff time when you include travel and setup. Multiply by team size and travel costs.
A Better Way to Plan
The best trade show budgets start with clarity about goals, not just costs. Before calculating expenses, experienced brands define what success looks like.
Are you launching a product? Generating leads? Building brand awareness? Meeting with existing customers? Each goal suggests a different investment level and approach.
Once goals are clear, costs become decisions rather than surprises. You choose booth size based on traffic goals. You allocate staffing based on conversation targets. You plan follow-up based on expected lead volume.
This is where a calculator helps—but interpretation matters. Numbers without context are just numbers.
Ready to Plan Your Budget?
Use our calculator to get a realistic estimate of your trade show investment, or talk with our team about building a complete exhibition strategy.