Trade shows can be one of your biggest marketing investments—or one of your biggest missed opportunities. The difference lies in how well you plan, prioritize, and align your goals before you ever hit the show floor.
Mid-sized companies often face tough questions:
- What’s the right booth size?
• Where do we allocate our budget?
• How do we balance costs with visibility and impact?
The answer? You don’t need the biggest booth—you need the smartest strategy.
Where the Budget Really Goes
You don’t need the biggest booth—you need the smartest strategy. And that starts with understanding where the money actually goes.
Here’s a visual snapshot of a typical trade show budget (see above):
- Booth Space – 30%
• Exhibit Design / Construction – 20%
• Travel / Lodging – 15%
• Graphic Design / AV Equipment – 10%
• Marketing – 10%
• Shipping Costs – 10%
• Other – 5%
Many companies assume that booth size equals booth success. But real results come from how you use your space—and how clearly your message connects.
Planning with Purpose: What to Prioritize
If you’re managing a finite budget (and let’s be real—who isn’t?), here’s where to focus:
- Messaging and Pre-Show Strategy – Clear positioning, a strong pre-show outreach plan, and alignment across web, sales, and booth graphics.
2. Quality Over Quantity – A small booth with a strategic setup can outperform a larger one. Prioritize trained staff and effective follow-up.
3. Repurpose Everything – Plan to reuse banners, demos, and presentations as future content.
4. Measure What Matters – Track leads, key conversations, and follow-up rates in your CRM to demonstrate ROI.
Beyond the Booth: Think Holistic Event ROI
You’re not just paying for a 3-day booth—you’re investing in visibility, pipeline acceleration, and relationship-building. When done right, events:
- Shorten sales cycles
• Reinforce your brand with prospects you’ve been courting
• Give your team an energizing presence in the market
Need Help Making the Most of Your Next Show?
Whether you’re attending MRO Americas, Verticon, or another key industry event, I help clients make smarter trade show decisions—from messaging and materials to planning and post-show strategy.
If your team is spending real money on events this year, let’s make sure it drives real results.
