Before you start arranging anything for your trade show, you need to work out your budget. Knowing how much you have to work with is key - after all, it will determine every single element of your event going forward.
Whilst every event is different, there are some common factors that should be included in your budget. To make things easier, we have split your budget into five main categories.
Exhibition Stand Budget
Event fees
The first category is everything that goes into attending the event itself, including:
- The actual cost of renting the exhibition space, which will vary based on the size of the show floor area and where it’s located in the venue. A space in a prime location, like near the entrance, will be more expensive.
- Insurance, as this is often requested by event organisers.
- Registration fees, if they are needed by the event organiser.
- Extra optional costs like sponsorship opportunities, or being included in an event catalogue.
Exhibition stand
The star of the show - the exhibition stand itself.
- The biggest cost will likely be the actual stand itself, which can vary depending on what you’re looking for. A large, high-end stand for a luxury brand will cost significantly more than a simple, modular stand, so the final total for your stand will depend on your needs. Remember, you’re not just paying for the stand itself, but also the design process, materials and construction.
- Graphics and branding, such as signage and printed panels, may be included in your stand design package or may be an extra cost. If you need to work with an external designer on the artwork, this will also be an additional cost to factor in.
- Incorporating tech, like lighting, digital displays or AV equipment, will push up the cost of your exhibition stand as these are usually hired from the venue or exhibition organisers.
- Furniture and accessories will also need to be factored into your budget, as you’ll need to plan how you’ll decorate the space.
- On-stand engagement, such as games, giveaways or interactive activities.
Event project management
You’ll also need to consider the practical elements of the event.
- The transportation of your exhibition stand, to and from the event.
- Installation and dismantling, as you’ll require stand builders to do this.
- Utilities like electricity and internet might not be included in your space hire cost, so these will need to be accounted for. Some venues also charge separately for services such as rigging, piped services, cleaning and waste disposal, so check what else might incur a cost.
Staffing
The people keeping your stand running at the event will also be an overhead.
- Fees like sustenance, daily rates for freelance staff, as well as transport, or accommodation if it’s further away. If you are covering sustenance costs, be sure to set a clear daily spend limit if it is coming out of the show attendance budget.
- Additional training days for staff before the event if required.
- Uniforms or branded clothing, if needed.
Marketing and promotion
Part of your budget will need to be allocated to raising awareness of your business, both before, during and after the event.
- Pre-show advertising like paid social media advertising, email campaigns or printed collateral.
- Printed materials to display during the show, like catalogues, flyers and business cards.
- Merchandise for your stand, like branded items to give away for free, prizes for competitions, or free samples.
- Social media content capture or photography on the day itself.
- Lead capture tools, like apps, QR codes or emails to follow up with new contacts after the event.
Creating a contingency budget
You should always have a contingency budget as a buffer to act as a safety net, just in case any unexpected costs or issues crop up. As a rule, this should be about 10-15% of the total budget. Ideally, you won’t have to dip into it, but it’s always better to have an emergency fund to cover unforeseen expenses like last-second changes or shipping delays.
FAQs
How much does it cost to set up a small exhibition stand?
A small exhibition stand is typically 3m x 3m or less. The cost of a small exhibition stand varies, depending on the dimensions of the stand and what you’re looking to include. Some suppliers offer a fixed cost, to make it easier to budget for your exhibition stand from the very beginning. Our Show Ready stands start from £355 per square metre, but this varies depending on a few different factors, so we’d be happy to talk through your requirements and offer a quote.
All Show Ready packages include the stand frame, tension fabric walls with printed graphics, LED lighting, carpet flooring, additional electrical sockets and power supply, and installation and dismantling. However, as the Show Ready packages don’t include AV hire or furniture, these will need to be budgeted for if necessary.
How can I avoid last-minute exhibition costs?
The best way to avoid last-minute exhibition costs is to be prepared. Early, careful planning and a well-considered budget will mean that you’re more likely to avoid additional surprise costs or being stung with late fees. If anything, preparing as early as possible means that you could actually save money, as you will likely be able to access early order rates.
Global Event Specialists
We specialise in delivering extraordinary exhibition experiences across the globe, so if you have any questions about our exhibition stands and event services, get in touch with the GES team.