Exhibiting for the first time can feel overwhelming. There are a lot of moving parts, unfamiliar terminology, and decisions to make, often under a deadline. This guide walks you through the whole process in plain English so you know exactly what to expect.
Step 1: Start with your goals
Before you think about design or budget, get clear on why you're exhibiting. What does success look like?
Common goals include:
- Generating sales leads
- Launching a new product
- Building brand awareness in a new market
- Meeting existing clients face-to-face
- Scoping out the competitive landscape
Your goals will shape everything from how much space you need to what you put on your walls.
Step 2: Lock in your show details
Once you've committed to an event, gather the basics:
- Your allocated floor space (e.g. 3x3m, inline or corner)
- Venue and show name
- Show dates — including bump-in and bump-out days
- Any venue-specific rules (height limits, rigging restrictions, noise policies)
Get these details early. They're what your booth supplier needs to start designing.
Step 3: Set a realistic budget
Be honest about your budget from the start. A good supplier will help you get the most out of it — but only if they know what they're working with.
As a rough guide:
- Small modular stand (3x3m): $4,000–$8,000
- Medium semi-modular (6x3m): $17,000–$30,000
- Large custom (6x6m+): $55,000–$100,000+
Remember to factor in extras: freight, storage, show services (power, internet), and any giveaways or on-stand materials.
Step 4: Choose your booth type
Decide whether modular, semi-modular, or custom is right for your budget and goals.
Step 5: Brief your supplier
A great brief saves time and money. Include:
- Your brand guidelines and assets
- Key messages you want to communicate
- Products or services you're showcasing
- Any functionality you need (meeting area, storage, product display, screens)
- Inspiration images (even rough ones help)
The more context you give your supplier, the better the outcome.
Step 6: Review your 3D render
Before anything gets built, you should see a photorealistic 3D render of your booth. This is your chance to check everything, layout, branding, proportions, and request changes before money is spent on materials.
Don't skip this step. It's the most cost-effective time to change your mind.
Step 7: Approve and build
Once you're happy with the design, your supplier moves into production. Stay in touch during this phase, a good project manager will keep you updated on milestones and flag anything that needs your input.
Step 8: Prepare your on-stand materials
While the booth is being built, work on everything that goes inside it:
- Marketing collateral and brochures
- Business cards
- Product samples or demos
- Giveaways
- Staff briefing and talking points
Step 9: Bump-in day
Your booth arrives on-site and gets installed. If your supplier handles installation (which they should), you can arrive to a completed booth ready for the show. Walk through everything, check the graphics are straight, and make sure the power's connected.
Step 10: Show time, and what comes after
Work the room. Collect leads. Have great conversations. When the show wraps, your supplier handles dismantle and pack-down, and then your booth goes into storage, ready for next time.
Final tip: start earlier than you think you need to
The most common mistake first-time exhibitors make is leaving it too late. Eight to twelve weeks is the ideal lead time for most booths. Six is workable. Less than four is stressful for everyone.
Photo by Kelly Sikkema on Unsplash
Ready to start planning your first booth?