How much does a trade show stand cost? What goes into the budget and where it is easiest to overspend

A trade show stand budget is made up of six items. These are floor space from the organiser, design and build, graphics, multimedia, logistics and staffing. Floor area and the type of build affect the price most. A 20 m² system stand and a 100 m² custom build with LED screens are completely different budgets, even at the same show.

Below we break the budget down, show where money most often leaks away and explain how to write an enquiry so you can compare agency quotes like for like.

What makes up a trade show stand budget?

Every quote should break down into the same items. If an agency gives you a single figure with no breakdown, it is hard to see what you are paying for and where you could cut.

System stand or custom build?

A system stand uses ready-made frames and panels that you hire for the duration of the show. A custom build is designed from scratch around your brand and product. The choice depends on how often you exhibit and what you want to show.

A sensible compromise is a custom build designed in modules. The same walls, counters and light boxes come back for the next show in a different layout, and only the graphics change.

Where do budgets most often overrun?

Overspends rarely come from the build itself. They usually add up from several small decisions made too late.

• Late orders with the organiser. Electricity, rigging and internet ordered in the final weeks cost more and are sometimes no longer available.
• Changes after the design is approved. Moving a wall or adding a screen means redesigning the structure and printing everything again.
• Exhibits without dimensions. A machine or vehicle whose weight and size nobody provided can change the whole stand plan and the transport.
• Last-minute graphics. Express large-format printing and a night-time installation cost double.
• No plan for dismantling. A stand with no storage space lined up after the show often ends up in a skip.

Example. Wielton's stand at IAA Transportation 2022

At IAA Transportation in Hanover, from 20 to 25 September 2022, Wielton exhibited on two stands, F03 in Hall 27 and S07 in the outdoor area. Six vehicles stood on the stand, from a box trailer for air cargo containers to an aluminium tipper, alongside the Langendorf brand and Aberg Connect telematics.

With exhibits like these, the design starts with vehicle placement, access routes and hall height, and only then moves on to graphics. We prepared the concept and spatial layout, branding, materials, presentations and multimedia, and coordinated the build-up on site. You will find more photos and the full scope of work in the Wielton IAA stand case.

How do you prepare a request for quotes?

The more detailed the request, the easier it is to compare quotes and the fewer surprises in the price. Gather this information before you talk to an agency.

1. The name of the show, the dates, the hall and the stand number.
2. Stand dimensions and type, whether row, corner, peninsula or island.
3. A list of exhibits with dimensions, weight and technical requirements.
4. Why you are taking part, for example client meetings, a product launch, collecting leads or recruitment.
5. The number of people on the stand and the zones you need, such as a storeroom, a meeting room or a bar.
6. Whether the stand should be reused at future shows.
7. A rough budget, even as a range.

With this set of information, an agency can price the stand item by item, following the table above, and you will see what is included and what you need to order separately from the organiser.

How much time does it take to prepare a stand?

For a custom build, it is safe to start four to six months before the show. The first weeks go on the concept and approval, then come the organiser's deadlines for submitting the design and placing technical orders, and finally production, print and transport. A system stand can be prepared faster, but the organiser's deadlines apply just the same.

If you are planning a show, tell us about it. We start with the hall floor plan and the list of exhibits, and break the quote down item by item. Our event services are described under services.

Frequently asked questions

What affects the cost of a trade show stand most?

Floor area and the type of build make the biggest difference. A custom stand with an upper deck, rigging and an LED wall costs many times more than a system stand of the same size. Heavy exhibits also have a big impact, because they need special transport and a longer build-up.

Is it worth owning your trade show stand?

It pays off if you exhibit several times a year. A custom build designed in modules then comes back for each show in a different layout, and you mainly pay for new graphics, transport and build-up. If you do one show a year, hiring is usually better value.

When should you order a trade show stand?

For a custom build, ideally four to six months before the show. Organisers have their own deadlines for design submission and technical orders, and after those, electricity, rigging and internet cost more or are no longer available.

Does the agency deal with the show organiser?

Usually yes, but the work is split between the agency and the stand builder. The agency prepares the design and graphics for the organiser's approval and keeps track of deadlines, while the stand builder orders the utility connections and rigging and builds and dismantles the stand in the allotted hours. You register as an exhibitor and book the space.