Introduction
Are you thinking about exhibiting at a trade show but wondering how much it’s going to cost? Taking part is a fantastic way to boost your visibility, expand your network, or generate leads. But before jumping in, it’s essential to understand every aspect of the exhibitor’s budget. Registration fees, stand hire, layout, logistics, staffing, communication... every detail counts!
Event budget planning: no room for improvisation
Attending a trade show is a genuine marketing investment – one that should be viewed as a medium- or long-term strategy. To avoid any unpleasant surprises, it’s crucial to draw up a comprehensive event budget, covering all cost items, including those easily forgotten like technical options, accommodation, or catering.
And above all: don’t forget to estimate your return on investment. What turnover or number of contacts would make your attendance worthwhile? That’s the real figure to keep an eye on.
Registration: the first (paid) step
As soon as you submit the registration form, the wheels are in motion. Registering for a trade show usually involves fixed fees, which can range from €300 to €1,000, depending on the event. These fees typically cover registration, exhibitor badges, insurance, and sometimes access to the show directory or basic services.
These costs are non-refundable and don’t include any stand space – so they need to be factored into your participation budget from the outset.
Stand costs: space, location, and options
Stand rental is often the core expense of the entire operation. Prices are generally based on square metre rates – you can expect to pay between €200 and €600 per m², depending on the type of event, its reputation, location, and date.
The more strategic your location (corner, main aisle, entrance), the higher the cost. A corner stand, for example, can cost 20 to 30% more than a standard inline stand.
You’ll also need to choose between a bare space, which you’ll need to fit out yourself, or a turnkey package (standard or premium), including walls, lighting, and furniture. Some events offer all-inclusive packages with branding, electrical outlets, carpet, and furnishings – simple, but often more expensive.
Stand layout: visual impact comes at a price
An empty stand is like a bare room – it doesn’t attract attention. So fitting out your space is a key budget item if you want to make a strong impression. This includes furniture, electricity, signage, display materials, perhaps even a welcome desk, screen or interactive features.
The goal is to catch the eye without overdoing it. Some businesses hire specialist agencies, but you can also handle it in-house to cut costs. There are even modular solutions you can reuse at different events – a smart, eco-friendly choice!
Logistics: a hidden but essential cost
Behind every polished stand is a whole world of logistical effort. You’ll need to plan for transporting equipment, set-up/take-down fees, staff accommodation, meals, mileage and more. These expenses vary widely based on distance, duration, and team size.
If your business is located far from the event, expect a higher travel and accommodation budget – and be sure to book early to get the best deals.
Staffing: a human investment
You can’t run a stand solo (unless it’s a very small one-day setup!). You’ll need colleagues to welcome visitors, run demos, answer questions – and perhaps manage logistics too.
This may represent a loss of productivity if staff are taken away from their usual duties. You should also account for travel, meals, and possibly overtime or bonuses.
Some companies hire hosts/hostesses, freelancers, or external sales reps to support their team. It’s a good option if you want to focus on conversions while still delivering a professional welcome.
Communication: don’t underestimate this key factor
Your stand might look amazing, but if no one knows you’re there, it won’t make much of an impact. So you need to budget for communications before, during, and after the show.
Before the event, consider:
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Sending out invitations to your clients and prospects
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Posting on your social media
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Creating a dedicated landing page
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Sending out a special newsletter
On site, goodies, flyers, banners, screens, or even competitions can draw in crowds. And after the show, it’s vital to follow up with leads via email or a quick call. Well-executed communication is what turns visibility into tangible results.
Conclusion: a successful trade show starts with smart budgeting
Exhibiting at a show isn’t just about “paying for a stand”. It’s a real business project that must be planned holistically, factoring in registration, space, layout, logistics, staffing, and promotion.
A clear, detailed event budget helps you make the most of every euro spent and focus on measurable ROI. Take time to compare packages, book early, negotiate where you can (many organisers offer loyalty discounts or early-bird deals), and above all – treat the event as a strategic opportunity, not just another marketing task.
FAQ
What’s the average budget for exhibiting at a trade show?
Expect to spend between €3,000 and €15,000, depending on stand size, location, layout, event duration, and venue.
Are turnkey packages worth it?
Yes, they simplify planning – but watch for hidden costs. Always compare with the cost of fitting out a bare space.
Can exhibitors get financial support?
Yes! Chambers of commerce, regional bodies, or professional networks often offer grants for first-time or small exhibitors.
Which expenses are often overlooked?
Transport, technical services, promotional materials, and even cleaning are frequently forgotten in the initial budget.
Is exhibiting always profitable?
Not necessarily. You need clear goals, a solid follow-up plan, and a way to evaluate the outcomes after the event.
