How Do I Determine a Budget for My Trade Show Exhibit?

Booth space rates vary according to industry, as well as by the size, location, and popularity of the show. Gigantic shows generally command the most money from exhibitors -- some shows charge up to six figures for booths.

Package deals are the most economical way to get your feet wet at a trade show. Promoters generally offer a turnkey 10-by-10-foot booth package for as little as $2,000 at small shows. And if you can latch on to a big company's partner pavilion, you may be able to sneak into even a large trade show at a reasonable cost.

Typically, though, you should probably budget a total of $10,000 per trade show exhibit. This should cover all expenses of an average booth, with the following cost breakdown:

• Space: 24%
• Booth expenses: 33%
• Show services: 22%
• Transportation: 13%
• Advertising, promotional, and special activities: 4%
• Personnel (including travel, hotel and expenses): 4%

Another trade show expense to keep in mind is client entertainment. It’s always a good idea to do a dinner for your best customers. Sponsorships should also be a consideration, although they often can cost upwards of tens of thousands of dollars.