Trade show lingo can sometimes seem like Greek: you need a translation at every turn. If you’ve been to several shows you may have compiled your own translation guide, but if you’re a trade show newbie, the following explanations and definitions should help.

First of all, the space you rent is called the trade show booth – it’s literally the square or rectangle of “floor space” you get when you pay your fee. The trade show display (which is often mistakenly referred to as a booth) is the marketing gear and graphics you put in the area of the trade show booth.

Trade show booths are measured in “length by width” measurements and the common sizes in the US are 10’ x 10’, 10’ x 20’, 20’ x 20’ and up. In most cases the 10’ x 10’ booth will be the smallest available. Depending on the show plan to spend a few thousand dollars to rent the trade show booth.

The display is also referred to in “length by width” terms, even though strictly speaking the display itself is only a fraction of this size. The size designates what size of booth it’s designed for. You also see the shape described, when there are options – linear or inline booths are designed to be longer and narrow and usually go into 10’ x 10’ or 10’ x 20’ booths. Peninsula, island or tower displays go into larger trade show booth spaces and have a more central placement.

There are several types of trade show displays but the biggest distinction is between portable and custom/modular displays. A portable display can typically be “hand carried” into the trade show hall, is easy to set up by two or fewer people and usually doesn’t require tools to assemble. Portable displays are inexpensive to ship, since they are light and pack small. Common portable displays include fabric pop up displays, pop ups, banner stands and certain fabric back wall displays. Many portable displays start at just a few hundred dollars and even the most expensive pop up displays are usually less than $3,000.

A custom or modular display, by contrast, can usually not be carried in and requires several hours with several people for set up. These displays are usually reconfigurable – so an in-line can become an island when the need arises. But they are more complicated to set up and more expensive to ship. Custom displays used to be constructed of wood and paneling but more often they are built of aluminum tubes and connectors in any configuration a customer needs. Modular displays are also build of aluminum and of steel in the case of truss displays and are similar to custom displays in many respects – but they may only be 80% configurable vs 100% customizable. Truss displays and aluminum extrusion systems are the most common, although panel displays and hard wall are still popular for certain specialized applications. Modular displays start at about $3,000 and go up from there – a good rule of thumb is that you should plan to spend $40-$80 per square foot in your booth if you are getting a modular display, unless you’re company is doing something very creative.

One major difference between portable and modular displays relates to drayage, which is the industry term for hauling your gear around the show floor. Unless you can carry your display, you will pay drayage – this is the fee to move your display from the show warehouse to the floor and back. Note, it doesn’t include set up or anything else – it’s just the freight moving charge in and out. Plan to spend about $80 per 100 lbs of display weight. Portable displays are generally exempt if you hand carry them or wheel them in.

Show services include all the things you need at a show and aren’t really allowed to do yourself. Cleaning, hanging signs (rigging),
A/V, electrical supply, etc are all services that the show organizer will provide (and charge for in addition to your booth fee). This can feel like you’re being nickel and dimed and of course you want to make sure you’re not being overcharged. But don’t let it get under your skin and ruin your day – it’s just one of those things.

The advance warehouse is where you send your display if you are ready early – the show organizer will store It for free before the show starts and move it to the head of the line in the marshalling yard (just outside the hall). It’s a great idea if you can get it there early, but be careful – the advance warehouse and the show are usually not the same physical address – check your exhibitor handbook.

Trade shows can be complicated – even just understanding what people mean when they say something can be complicated. But with a little practice and patience, you’ll be a pro soon!

Impact Displays sells trade show displays and trade show graphics for companies that want an effective combination of value and service. Impact Displays can be reached by calling 877-217-2681 or by emailing info@impact-displays.com.

Copyright Impact Marketing Displays LLC. All Rights Reserved.

Companies that are planning to exhibit at a trade show for the first time often have basic questions. Once you’ve been to a few shows, the problems and solutions become pretty routine. But for the first timers in the audience – or just those who are looking for some creative trade show tips, here are some suggestions.

1. How big a booth space should I rent? It depends on a few things: budget, your display and the # of staff you have available for the show. Budgets don’t correlate exactly to the area of the booth, unfortunately: a 20 x 20 booth will cost more than 4 times the amount of a 10 x 10 booth even though it’s 4 x the size. But you get the idea - bigger booths cost more and your budget is the first check on your ambitions. Also, if you already own a 10 x 20 trade show display, you’ll be better off getting that size booth space unless you want o buy a new display. And staff – assume you need a person for every 50 square feet – and plan on some breaks. So a 10 x 10 could require 3 staff members, etc.

2. Should I buy or rent a trade show display? It depends if you will be going to several shows in this size of booth – or just one. Generally, a rental is a good bet financially if you plan to do just one show a year and if the format of the display may change (linear vs. peninsula, etc). If you do more than one show per year in the same display format, buying a display is often a better deal. Keep in mind, you can rent small displays, including pop up displays, and accessories like podiums and flooring.

3. Should I have giveaways in my trade show booth? The best answer is, it depends. If you have a “centerpiece” display with a graphically persuasive message, probably not, since you’ll get a lot of traffic. If you have a less compelling theme, you might consider a giveaway to bring people over.

4. What about trade show flooring? You need it – without it and you’ll probably be standing on bare concrete (not such a sophisticated look outside of art galleries). And your show organizer will probably require you have some type of floor covering. Lastly, your staff will need it – standing all day long requires a comfortable, cushioned floor. You can rent flooring for $3 per square foot or so – check with your supplier or the show services company.

5. Should I use video monitors in my display? It depends on what you have to display on them. Unless your company is experienced at putting together “canned” demos or videos, you may want to do without video. It can be a great selling tool if your company is experienced – but a waste of time and money if not.

6. How do I display marketing materials in the trade show booth? Generally, we discourage having a lot of marketing information at shows. It encourages grab and go behavior and is costly. And, if you have it at the trade show, you have one fewer reason to do a follow up call or email with your lead. But if you want collateral, get it off the table and put it in a rack – it will look nice and neat and it will be organized but out of the way.

7. How do you recommend I use a computer in the booth? We like a wireless keyboard and mouse on a podium or attached counter. This way you can place the computer itself behind the display and run the monitor cable through the back to the monitor.

Trade shows are bit like a party you’re hosting – you’ll sweat the details the first time you throw one, but after a few shows you’ll be an old pro!

Impact Displays sells trade show displays and trade show graphics for companies that want an effective combination of value and service. Impact Displays can be reached by calling 877-217-2681 or by emailing info@impact-displays.com.

Copyright Impact Marketing Displays LLC. All Rights Reserved.