Exhibition Stand Diary Archives - Hytner

How to create an Exhibition Stand Budget

Exhibition Stand Budget - how to create one?

Create an accurate budget for maximum return on investment.

Attending a trade show as an exhibitor can be expensive, and it is easy to overlook some of the costs involved by focusing on expenses that we feel are more obvious.

As this is the case, here are some tips for some of the factors you will need to remember when putting together your budget for an exhibition.

Don’t underestimate the costs of exhibiting

Make sure you take into account everything that is going to form part of your exhibition stand budget. The stand itself will use the majority of the budget as you will need to pay to hire or even buy a stand, the space at the exhibition, the graphics, shipping and installation, and the other items that you need for dressing the stand, such as electrics and furniture will also need to be calculated.

In addition to the stand, you will need to allot part of the budget to trade show services, such as carpet rental, internet connectivity, cleaning services and possibly storage.

Part of your exhibition stand budget should also be allocated to staff costs, encompassing both costs for staff at the event, which will include travel, accommodation and possibly uniform, and any costs that are incurred by covering their absence in the office.

It’s not just the event itself that will incur costs. You will also need part of your exhibition stand budget for marketing to make sure your customers know you will be at the exhibition. You may need to invest in email marketing and advertising to promote your stand prior to the event, and literature, promotional giveaways and food and drink to give your customers while at the show.

Look at how other exhibitors spend their budget

It can be difficult to know how much of your budget to allocate to each area, so it may be beneficial to examine how other exhibitors assign different portions of their budget, particularly if you are new to exhibiting.

As a rough guide, the vast majority is usually spent on the stand, including design and space. This should be roughly 40% of your budget. The next biggest portion of your budget should be set aside for travel, accommodation and expenses. This should be roughly 21% of the budget. A similar amount should be allotted to the services you need at the venue. Once you have allocated parts of your budget to these areas, it should become clearer how to split the remaining funds.

Make the most of your Exhibition Stand budget

To make the most of your budget, book your stand space, travel and accommodation as early as possible. Many places give discounts for early bookings, so you will have more money for other areas.

Engaging customers with great exhibition stand design


No matter who your customers are, attract, inform and persuade

Having nearly 40 years’ experience successfully designing and building exhibition stands for a diverse range of customers, we know the importance of having a great Exhibition Stand Design to attract customers at events. But to maximise your time at these events, you’ll need to know how to engage customers at your exhibition stand.

It’s not purely about turning up. There will be other exhibitors present who will all be trying to maximise the return on their investment and competing for the attention of customers. So what can you do to stand out and gain an edge over others?

The key is in careful planning, not just during the exhibition but before and after it too. It’s about working to attract clients to your exhibition stand and developing that relationship with them after the show is over.

Here are some proven tips to help make that difference:


Advertise yourself

Get the word out, make sure people know you’re there and where you will be in advance. Do some prep work and find out what other events are on in the lead-up to yours. Both in the lead-up and on the day, give people as much information as you can about where you’ll be, what will be on offer and give them the opportunity to book appointments to see you at the show.

Make your exhibition stand attractive

Don’t just rely on having an eye-catching design. Exhibition Stand Design is vital but it doesn’t work unless you consider what goes on the stand itself too. Can you offer an exciting new product? Interactive demos? Enticing give-aways? Competitions? A celebrity to draw people in?

Do your research

Check out your competition and be aware of what they’re doing. Also, seek out what networking opportunities there are.

Plan how to collect your leads

Look into utilising technology such as scanners.


During the show

Have a unique attraction

Something like an oxygen bar offering flavoured oxygen at your exhibition stand could be effective, as could offering any refreshments. Or an innovative technological gadget to keep people interested.

Be an engaging presence

Be constantly trying to interact with people and attract them to your exhibition stand. Look enthusiastic and willing to chat to people – no sitting down playing with mobile phones!

Be omnipresent

Walk the show to keep aware of what’s going on. Network in the coffee areas. If you can, see if you can get a spot as a speaker at one of the seminars.

Tweet during the show

Use of social media is becoming more of an important tool. Try Live Tweeting and getting customers to follow you, it could be a good way of keeping them interested after the show! and tell them how great your exhibition stand design is, if it really is!



Be sure to follow up leads to keep momentum going. Engage with people directly and via mediums such as Facebook, Twitter and LinkedIn. Use your PR team to promote your involvement at the show, using pictures of your exhibition stand. Finally, don’t forget to keep people informed of your movements – which shows, conferences and seminars you will be at next!


In summary, whatever your product, service or offering, your exhibition stand won’t draw or pull in eyeballs or footfall unless you think about the entire package – good exhibition stand design, research, preparation, marketing and awareness.