Easy Tips to Manage the Cost of Exhibiting at Trade Shows
Trade shows offer incredible opportunities to showcase your brand, but managing the costs can be challenging. In this guide, we break down budgeting essentials, reveal hidden expenses, and share practical strategies to help you get the most out of your investment.
Breaking down the costs of exhibiting
A solid budget is the foundation of every successful trade show campaign. Here’s what to expect:
Booth Design & Construction
On average, companies allocate 40-50% of their trade show budget to design and construction. For many, this means spending between £5,000 and £30,000 depending on the size and complexity of the stand.
Logistics
Shipping, storage, and on-site setup can add an extra 20-30% to your overall costs. Planning these expenses early can help avoid last-minute surprises.
Marketing & Promotion
Allocate around 10-20% of your budget for pre-show advertising, printed collateral, and digital campaigns to drive booth traffic.
Staff Costs
Consider staff training, travel, and accommodation expenses. These can range from £1,000 to £5,000 per team member, depending on the duration and location of the show.
PRO TIP: Use a detailed spreadsheet and include a 10% contingency fund for unforeseen expenses.
Be aware of hidden costs
Smaller, often overlooked expenses can add up. Common hidden costs include:
Utility Fees
Expect to pay between £500 and £1,500 for essential services like power, Wi-Fi, and lighting.
Insurance & Permits
Liability insurance and venue permits may account for 5-10% of your total budget.
Hospitality
Costs for meals, local transportation, and on-site support services can contribute another 5-10%.
8 Cost-saving strategies we swear by!
Maximise your budget with these practical tips and measures:
1. Plan Early
Book your booth space and services well in advance to secure early-bird discounts—often saving up to 20% on initial expenses. Early planning also allows you to lock in competitive rates from suppliers and avoid last-minute price surges.
2. Opt for Modular Designs
Invest in modular, reusable stand designs that can be adapted for different shows. This approach not only cuts production costs by 10-15% on future events but also reduces waste.
3. Negotiate with Vendors
Build strong relationships with suppliers and negotiate bundled services. Collect multiple quotes to drive competitive pricing, potentially trimming vendor costs by an extra 10%.
4. Integrate digital solutions
Incorporate digital displays and interactive technology to minimise physical production expenses. Digital elements can reduce printing and material costs by 5-10% while offering flexibility to update content for future events.
5. Share booth space & explore sponsorships
Consider partnering with non-competing brands to share booth space or co-sponsor an exhibition. This collaboration can split costs significantly—sometimes reducing your expenditure by up to 15%.
6. Utilise Flexible Staffing Models
Train a core team to handle multiple roles at the event. Cross-functional staffing reduces the number of personnel needed, thereby lowering travel and accommodation expenses without compromising on service quality.
7. Leverage technology for efficiency
Implement project management and digital planning tools to streamline your preparation. These platforms help reduce administrative overhead and save valuable time during the busy planning period.
8. Evaluate off-peak opportunities
Look for trade shows during off-peak seasons, consider domestic events vs international exhibitions or venues with lower rental fees. This strategic choice can often lead to reduced overall costs and a better allocation of your budget.
Now it's time to maximise your ROI
If your goal of exhibiting is to increase brand awareness or gain more leads, measuring your financial KPIs won’t give you a clear picture of how successful these campaigns were. Non-financial KPI metrics you can track are website traffic, social media engagement, mentions, articles and many more. If your goal is lead generation (lead gen), you should have an idea of how many leads you want to generate from exhibiting and then comparing this to the amount of leads you collected on the day. Non-financial metrics are an extremely important tool in your overarching strategy especially if your reason for exhibiting is non-financial as they give more context and clarity to your financial KPIs.
By planning meticulously, anticipating hidden expenses, and embracing cost-saving strategies, you can manage trade show costs effectively and ensure a strong return on your investment.
Ready to take your exhibition game to the next level?
Discover how our expert team at Insideout Events can help you optimise every facet of your trade show presence.
Contact us today for a consultation, and let’s work together to create an impactful, cost-effective experience.