Trade Show Budgets: How Much Should You Spend?

The number of trade shows planned in the US has grown 3.4% per year, on average, from 2019-2024. This consistent growth, despite the complex mix of budgeting challenges, inflation, and planning teams spread thin, speaks to the value of trade shows for those planning, exhibiting at, and attending them.

Of course, the value of trade shows to the organizations hosting and exhibiting at them depends largely on revenue and other ROI factors, which means sticking to a budget is critical to a trade show’s success. That’s why we’ve put together a guide to help you navigate and develop your trade show budget.

We’ll cover insights into event budgeting, trade show marketing, software, and more to help ensure you allocate your resources efficiently and maximize your trade show ROI.

How much should you spend on a trade show?

Determining how much to spend on a trade show requires a strategic look at how you can balance potential return on investment (ROI) and your organization’s financial constraints. On average, companies spend 31.6% of their annual marketing budget on events, including trade shows.

As a trade show exhibitor, you’ll of course spend far less than if you’re planning and hosting a trade show, so your budget will look very different in both scenarios. Let’s break down the average costs you might incur in either scenario.

How much should you spend as a trade show exhibitor?

The average cost to exhibit at a trade show is has been reported as $10,000 to $30,000. Of course, this number can be higher or lower depending on the industry, company size, event scale, and exhibitor goals. As an exhibitor, your trade show budget should focus on the following key expenses:

1. Booth space and design: Your booth will require about 60% of your total budget, which will include rental fees based on your chosen booth location and size; booth design and construction; furniture, carpeting or other flooring; and any other materials needed to fill out your booth space.

Tip: If your goal is to generate as many new leads as possible, you might consider spending more on your booth to make sure it’s in a high-traffic area, that you have visually appealing elements that draw in a crowd, and that you can generate and keep booth visitors’ interest with interesting demos, phenomenal swag, hands-on experiences, etc.

2. Travel, staffing, and logistics: About 25% of your budget will be spent on staffing your booth; booking travel, accommodations, and meals for staff; shipping booth materials; and transportation at your location if staff are staying offsite.

Tip: You might spend less on staffing and travel if you’re only sending a small, highly skilled team. The goal here would be to make as many direct sales and generate as many hot leads as possible, in addition to building new connections and carefully managing relationships. This would allow you to stretch your budget in other areas.

3. Marketing and promotion: Advertising your participation in the event, as well as any promotional materials needed for your booth, will typically require the remaining 15% of your trade show budget. This could include digital marketing campaigns; giveaways and booth swag; printed literature; booth signage; technology, including trade show lead capture technology; and any other marketing assets.

Tip: Should you choose to sponsor the event, you’ll need to commit a larger percentage of your budget to marketing efforts, as you’ll be paying not only for a sponsorship package but also for additional marketing efforts to make sure your brand stands out.

How much should you spend on hosting a trade show?

While the trade show budget of an exhibitor can be fairly simple to break down into percentages, it’s far more complicated to determine how much to spend on hosting a trade show. For starters, you’ll need to account for far more line items in your budget, including elements like your venue, increased staffing, broader marketing efforts, food and beverage needs, and more.

You’ll also need to consider that the scale of trade shows varies greatly based on location, venue, attendance numbers, and event goals. That means that while you might spend upwards of $100,000 on a smaller trade show, your flagship conference might cost closer to $1 or $2 million. With such a wide range, it’s important to look at all the costs associated with planning a trade show to build a complete budget.

Trade show costs

To help you budget trade show expenses, let’s look at the associated event costs for exhibitors and hosts so you have a complete picture of what items must be included in your budget.

Trade show costs for exhibitors

• Booth space: The cost of the exhibit space, which can vary based on the size and location.
• Booth design and construction: Expenses related to designing, building, and setting up an aesthetically appealing booth complete with flooring, furniture, and technology.
• Marketing and branding: Costs for creating banners, signage, and other branding materials for your booth, as well as pre-show marketing, promotional giveaways, booth swag, etc. You’ll also need to consider post-show marketing efforts, tech for lead generation and nurture campaigns, and how you’ll report on your success at the trade show.
• Shipping and logistics: Expenses for shipping booth and materials to and from the event.
• Utilities and onsite services: Expenses for electricity, internet, cleaning, and other onsite services.
• Staffing, travel, and accommodations: Costs associated with hiring or assigning staff to manage your booth during the event, as well as costs for travel, lodging, local transportation, and meals for your team.
• Contingency planning: There’s always room for surprises—including in your trade show expenses. Set aside a small portion of your budget for unexpected expenses that may arise during the trade show.

Costs to host a trade show

Your trade show checklist for hosting a trade show will be far longer than that of an exhibitor. Let’s look at the costs associated with pre-event planning, event execution, and post-event requirements.

Pre-event costs

1. Event planning:
   1. Event management software
   2. Planning team staffing or consultancy fees
2. Venue:
   1. Venue rental fees
   2. Deposits and booking fees
   3. Insurance fees
   4. WiFi and other utilities
3. Marketing and promotion:
   1. Exhibitor, sponsor, and speaker recruitment
   2. Event registration software and website creation
   3. Paid advertising and event marketing campaigns
   4. Event marketing software
   5. Press releases and public relations
4. Miscellaneous fees:
   1. Special activity permits
   2. Music or performance licenses
   3. Contingency fund for unforeseen costs

Event logistics costs

1. Booth design and construction:
   1. Booth space rental, design, and construction
   2. Flooring and furniture rentals (carpeting, tables, chairs counters)
   3. Display materials (banners, backdrops, signage, monitors)
   4. Lighting, electrical, and utilities
2. Staffing:
   1. Travel costs for staff (flights, rideshares, public transportation)
   2. Meals and incidentals
   3. Temporary staff hiring or contractors
   4. Uniforms or branded apparel
   5. Staff training
3. Travel and accommodation:
   1. Hotel room blocks for attendee accommodation
   2. Comped travel for speakers, sponsors, VIPs, etc.
   3. Hired local transportation, such as bus tours, hired shuttles, etc.
4. Setup and materials logistics:
   1. Shipping and handling of stage setups, booth materials, etc.
   2. Storage fees, customs clearance, and other freight fees
   3. Fees for expert assembly of technology, lighting, room layouts, etc.

Event execution costs

1. Event vendors:
   1. Audio/visual suppliers and staff
   2. Decorating, setup, and teardown services
   3. Security services to ensure event safety
   4. Event entertainment
   5. Catering staff and fees
2. Attendee check-in:
   1. Onsite registration technology
   2. Event check-in kiosks, staff, and setup
   3. Badges and lanyards, including badge printing software and kiosks
3. Attendee engagement and entertainment:
   1. Attendee engagement platform
   2. Speaker fees
   3. Hired entertainment and performances
   4. Interactive displays and activities
   5. Offsite engagement activities
   6. Mobile event app, complete with live polling, agenda building, etc.
4. Marketing technology:
   1. Integrated event management and marketing platform
   2. Attendee tracking technology
   3. Lead capture software
   4. Appointments scheduling tech
5. Giveaways and promotional items:
   1. Check-in and booth swag
   2. Brand merchandise to gift or sell
   3. Product samples
   4. Contest prizes
   5. Awards ceremony gifts, such as trophies or plaques
6. Food and beverage:
   1. Welcome receptions
   2. Banquets and award dinners
   3. Exhibit floor snacks
   4. Meals between sessions
   5. VIP event meals
   6. Cocktail receptions and networking light bites

Post-event costs

1. Teardown and cleanup:
   1. Dismantling and returning booth and venue rental materials
   2. Dismantling, packing, and shipping promotional materials
   3. Cleaning and waste management services
   4. Staff and vendor tips and final payments
2. Post-event marketing:
   1. Follow-up email campaigns and lead nurture
   2. Event survey software
   3. Marketing collateral creation using event photos and videos
   4. Event platform with on-demand content
3. Event analysis and reporting:
   1. Event insights data collection
   2. Event reporting tools

How to create a trade show budget

In creating your trade show budget, it’s essential to establish clear objectives for your trade show participation, such as capturing leads, increasing brand awareness, or generating revenue. Once you’ve set your objectives, allocate funds to each aspect of the event based on its importance in achieving these goals.

Using a trade show budget template can serve as a checklist to simplify this process and ensure no critical or costly elements are overlooked.

Trade show budget template

A trade show budget template is a valuable tool for event budgeting as you organize and track expenses and work to stay within your budget.

Here's a simple template to get you started on budgeting for your trade show exhibit:

• Booth space, design and construction
• Booth staffing
• Marketing and promotions
• Graphics and branding
• Giveaways and merchandise
• Onsite utilities and services
• Travel and accommodations
• Shipping and logistics
• Miscellaneous and contingency expenses

Additional budget items to host a trade show

As a trade show host, your budget template should include all of the elements listed above in addition to:

• Event planning software and staff
• Venue costs
• Furniture, staging, and event design fees
• Vendor and supplier fees
• Onsite technology and equipment
• Check-in technology and staff
• Attendee engagement, including technology and entertainment
• Event staff and security personnel
• Food and beverage
• Event teardown and cleanup
• Event analysis and reporting tools

Trade show budgeting tips

By implementing effective trade show budgeting strategies, you can manage costs, optimize resources, and maximize your event ROI. Here are some practical tips to help you create and maintain a trade show budget that ensures a smooth and impactful event.

• Plan early: Begin budgeting well in advance to take advantage of early-bird discounts and avoid last-minute expenses.
• Negotiate and compare: Don’t necessarily take the first quote you receive. Request multiple pricing options from potential venues and vendors, negotiate booth placements, and look into the possibility of package deals. Some event organizers offer bundled services for exhibitors that can help reduce overall costs.
• Prioritize spending: Allocate more funds to high-impact areas like booth design and marketing.
• Rental options: Consider renting booth components instead of purchasing them outright, and rent as much as possible from the same vendor to secure discounts. Keep an eye out for what items are included in your vendor and venue contracts.
• Local suppliers: Use local suppliers for materials and services to reduce shipping and travel costs.
• Cost-effective booth design: Instead of purchasing an entirely new booth for each trade show where you exhibit, invest in a versatile, modular design that can be reconfigured for different events. Consider rental options or purchasing high-quality, reusable display components.
• Partnering: Share booth space and costs with a partner company to reduce expenses, and find out what benefits you might receive as an event sponsor or long-term venue partner.
• Sponsorship and speaking opportunities: Some events offer reduced booth rates or free marketing exposure for companies willing to sponsor sessions or have team members speak. These opportunities can provide significant value beyond traditional booth placement.
• Leverage trade show software: Use event management software to manage registrations, track leads, and streamline budgeting.
• Staff selection and training: Send a team of your most reliable, skilled representatives who you believe will be able to achieve your trade show goals. Cross-train team members to handle multiple roles to reduce the number of staff required and minimize travel and accommodation expenses.

A successful trade show budget is not just about reducing costs but rather investing strategically to achieve your marketing and sales objectives. By implementing these budgeting tips, you can create a comprehensive, cost-effective approach to your next trade show that delivers measurable results without breaking the bank.

Post-show analysis and ROI

Trade shows provide a unique opportunity for direct, measurable engagement that requires comprehensive evaluation. Conducting a thorough post-show analysis helps stakeholders understand the true value of trade show investment and informs future marketing strategies.

Meaningful ROI analysis includes attention to lead quality and conversation rates. Not all leads are created equal. Develop a systematic approach to scoring and qualifying leads immediately after the event. Calculate the percentage of leads that convert to meaningful sales conversations and, ultimately, to closed deals. Track the average deal size and sales cycle length for leads generated at the trade show.

Key performance indicators (KPIs) you might use to measure your trade show ROI include:

• Projected revenue from new leads
• Actual revenue generated from converted leads
• Estimated value of brand exposure and networking opportunities
• Potential long-term partnerships initiated at the event
• Number of appointments booked
• Quality of interactions with potential clients
• Competitive intelligence gathered
• Increased brand awareness or sentiment improvement
• Media or industry recognition achieved
• Social media shares
• Website traffic increases
• Improved email click-through rates

Organizations should view trade show ROI as a holistic measure of success combining immediate financial returns with long-term brand building, relationship development, and market positioning.

Treating post-show analysis as a key component in your trade show strategy, you can make the most out of every single event you host or attend. Each trade show becomes an opportunity to refine your approach, optimize spending, and demonstrate tangible business value.

Frequently asked questions

What is the average budget of a trade show?

For exhibitors, the average budget of a trade show is said to be between $10,000 to $30,000, but this figure can vary significantly based on factors such as booth size, location, design complexity, and promotional activities.

For organizations hosting trade shows, the average budget of a trade show is significantly higher than that of an exhibitor, as there are far more cost associated with hosting a trade show. For this reasons, trade shows can cost anywhere from the low hundred thousands to over $1 million.

How much does a trade show booth cost?

The cost of a trade show booth varies significantly based on size, complexity, and rental needs, but the average cost can range from $10,000 to $60,000. Of course, it’s not unheard of for companies to spend even more for an elaborate trade show booth if the event is located in a particularly expensive location or if their event goals require a flashier or more tech-heavy booth setup.

How do you prepare a budget for an exhibition?

Preparing a budget for an exhibition requires comprehensive financial planning and strategic cost management. Begin by creating a detailed tradeshow checklist and budget template that lists all potential expenses, including booth space, design, travel, staffing, marketing, and other potential costs and expenses.

Estimate each category's expenses using historical data, vendor quotes, and industry benchmarks, and lessen your costs by prioritizing your spending on high-impact elements, seeking early bird discounts, and exploring cost-effective alternatives to traditional choices where possible.