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.