Let’s start with the obvious: Trade shows aren’t an impulse buy. Highly considered purchases with lots of commas and decimal points, trade show ROI is notoriously hard to calculate in the short term. 

But they’re highly effective. So effective that our partners remind us of it time and time again. 

Still, no matter the budget size, trade show goals and objectives often outstrip the dollars. There’s a lot of pressure on event planners and field marketers (not to mention CMOs and VPs) to get more done with less.

Know this: Triple20 handles hundreds of projects each year. We make the most of every dollar spent, from planning to teardown. 

Oh—and we’ve learned a few things along the way, too. Here’s our four top tips for smarter budgeting and more realistic planning as you hone in on your 2025 trade show.

1. Consider all the costs.

There’s a reason that All is in italics

Floor space, materials, and graphics production are important components of your budget, but they’re hardly the extent of it. Shipping, storage, meals, travel—all of it should factor in, and as a matter of fact, some trade show companies will key into the bigger ticket items and keep the odds and ends hidden until all the signatures are in all the right places. 

At Triple20, we know the odds and ends add up. It’s why we keep it all up front: We’ll help you budget out your entire show to have a full, clear and detailed understanding of your costs. 

2. Weigh the constants and variables.

When it comes to certain necessities like internet service, labor, electricity, and handling, you won’t find a whole lot of wiggle room. It won’t matter if you choose us or another trade show company—your odds of haggling with the electric company are less than zero. 

Rather than thinking of these as reduced buyer power, imagine the opportunities some might provide: Sure, the going rate for booth cleanup may hold constant no matter who you choose, but isn’t it worth delegating so you and your team can focus your efforts on networking? Why bother with a mobile hotspot that darts in and out of service if it sacrifices your chances at reaching a prospect?

We’re not anti-DIY—we’re pro-reality. At Triple20, we encourage our clients to reduce costs where they can and should, and simply remain transparent about the ones they can’t avoid.

3. Know what drives exhibit costs.

Many clients understandably get clam around discussions of exhibit size, asset weight and design complexity. While these appear like major drivers of trade show cost, they’re ultimately penny candy compared to what really informs cost: 

The decision to exhibit at all. 

Sure, a 20’ x 20’ exhibit will cost you more than a 10’ x 10’ exhibit, but not that much more. Choosing simpler, lighter exhibits with more portables and modular designs may bring some labor and freight costs down, but it won’t massively reduce an exhibit’s cost relative to the user experience. 

Remember: Shrinking the size of an exhibit by 50% does not automatically reduce the cost of the exhibit by 50%. You still may pay the same price for marketing collateral, electricity, catering or any other budget items that aren’t influenced by booth size.

4. Do the math.

And do it early. 

Clients ask us all the time for a ballpark number for budget guidance, especially when they’re sizing up a potential booth or considering if they can afford a trade show at all. But much like the big leagues, every ballpark is different: Your strategies, objectives and even potential dates can all make a four- or five-digit impact.

Here’s how we do our best to get an estimate: Take the cost of an exhibit space, multiply it by 4, and then adjust to what we call the location factor. 

We adjust the projected guidance based on the show’s geography, as total costs can get largely affected solely on where the show is located. As much as 15% in either direction.

Premium locations include places like New York, Vancouver, Chicago, Los Angeles or Las Vegas. Budget locations include places like Houston, Orlando, Atlanta, Denver, Salt Lake, or Louisville. 

Here are a few examples:

For a 10’ x 20’ inline exhibit at Javits Center in New York: 

$15,000 x 4 x 1.10 = $66,000

For a 20’ x 20’ peninsula exhibit at Houston Convention Center in Texas: 

$25,000 x 4 x .90 = $90,000

For a 20’ x 30’ island exhibit in Atlanta:

$40,000 x 4 x .95  = $152.000

If you’re getting a bit of sticker shock, remember that this rule of thumb (space cost x 4 x location adjustment) offers basic budget guidance for everything related to the trade show project: team travel, show services, graphics, exhibit design, print and production, assets purchases, labor, freight, promotions, product samples, and more. 

When you’re planning a trade show in 2025, you need to go into it with your eyes open. Between this equation and our guidance, you’ll have a much stronger (and much more strategic) understanding of your costs. Reach out to us today so we can help you get a budget started for your next event.