- 01. Booth costs
- 02. Show services
- 03. Logistics and freight
- 04. Travel and staff
- 05. Marketing and follow-up
- 06. Contingency
Most trade show budgets miss 6–10 line items. Here's a complete structure organized by category, with typical ranges so you can sanity-check your numbers.
Booth costs
Booth (rental or amortized custom), graphics, refurbishment (if owned), shipping crates, storage between shows. Typically 40–55% of total program cost.
Show services
Drayage, electrical, internet, hanging sign rigging, AV rental, lead retrieval, cleaning, security. Typically 20–30% of total. The 'hidden' bucket that breaks budgets when underestimated.
Logistics and freight
Inbound freight, outbound freight, freight insurance, I&D labor, supervisor travel. Typically 10–15% of total.
Travel and staff
Flights, hotels, per-diems, meals, ground transport, staff time at loaded cost. Typically 15–25% of total. Often the most underestimated.
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Pre-show outreach (paid + organic), in-booth giveaways, lead-capture software, post-show nurture costs. Typically 5–10% of total.
Contingency
10–15% of total budget. Non-negotiable. The shows where nothing goes wrong are the exception, not the rule.
- Booth is only 40–55% of total program cost
- Show services (drayage, electrical, AV) is the silent budget killer
- Travel/staff is the most consistently underestimated line
- 10–15% contingency is non-negotiable
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Plan around your show, city, and industry
Use these directories to pressure-test the guide against your specific show, venue, and vertical.
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A size-by-size breakdown of real booth costs — rental and custom — plus the line items most quotes quietly leave out.