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What are the most common entry-level positions in the trade show industry?

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If you are interested in working in the trade show industry, you might wonder what kind of entry-level positions are available and what skills and qualifications they require. Trade shows are complex events that involve many different aspects, such as planning, design, production, marketing, sales, and logistics. In this article, we will explore some of the most common entry-level positions in the trade show industry and what they entail.

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1 Event coordinator

An event coordinator is someone who assists the event manager or director in organizing and executing a trade show. They are responsible for various tasks, such as communicating with exhibitors, vendors, and venues, creating schedules and budgets, managing registration and attendee data, and overseeing onsite operations. An event coordinator needs to have strong organizational, communication, and problem-solving skills, as well as a keen attention to detail and a customer-oriented attitude. They also need to be flexible and adaptable to changing situations and demands. An event coordinator typically has a bachelor's degree in event management, hospitality, marketing, or a related field, or some relevant experience in the industry.

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Tim Daugherty, M.Ed.

Director, Marketing & Creative Communications at Tennessee Valley Authority
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Larger events often require a lot of volunteer roles such as handling materials (e.g. putting together give-away bags, wrapping/organizing, etc.) and supporting the registration desk. These are great areas to dive into and get yourself known to the team as well as learning some valuable skills. In my experience, there is always something more to do so get involved in one place and be open to assisting in others! Many companies conduct annual events where you can remain "on the radar" to be brought back — and perhaps even elevated into another role.

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2 Exhibit designer

An exhibit designer is someone who creates and develops the visual and spatial concepts for trade show booths and displays. They work with clients to understand their goals, objectives, and brand identity, and then design and produce engaging and effective exhibits that attract and retain visitors. An exhibit designer needs to have creative, artistic, and technical skills, as well as a good knowledge of materials, fabrication, and installation methods. They also need to be familiar with the trade show industry standards and regulations, as well as the latest trends and technologies. An exhibit designer typically has a bachelor's degree in exhibit design, graphic design, industrial design, or a related field, or a portfolio of previous work.

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3 Event marketer

An event marketer is someone who promotes and generates interest for a trade show among potential exhibitors and attendees. They are responsible for developing and implementing marketing strategies and campaigns, such as creating and distributing promotional materials, managing social media and email marketing, conducting market research and analysis, and measuring and reporting on the results. An event marketer needs to have strong communication, writing, and analytical skills, as well as a good knowledge of marketing tools and platforms. They also need to be creative and innovative, as well as able to work under pressure and meet deadlines. An event marketer typically has a bachelor's degree in marketing, communication, business, or a related field, or some relevant experience in the industry.

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Tim Daugherty, M.Ed.

Director, Marketing & Creative Communications at Tennessee Valley Authority
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Consider being available during the event to help push social media posts and/or identify/develop content for the event marketer. Consider a role where you are a "value add" for that person or team by taking some of the on location burden off of them.

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4 Event sales

An event sales person is someone who sells exhibition space and sponsorship opportunities to potential exhibitors and sponsors for a trade show. They are responsible for identifying and contacting prospects, negotiating contracts and prices, closing deals, and maintaining relationships with clients. An event sales person needs to have excellent communication, negotiation, and persuasion skills, as well as a customer-focused and results-oriented approach. They also need to be confident and assertive, as well as able to work independently and as part of a team. An event sales person typically has a bachelor's degree in sales, business, or a related field, or some relevant experience in the industry.

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Tim Daugherty, M.Ed.

Director, Marketing & Creative Communications at Tennessee Valley Authority
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It's not just about selling exhibit space. Consider the exhibitor's goals and perhaps even help them define it. I've found there's a mixed bag in corporate sponsorships/exhibits and often the prospect is in sales but not really understanding marketing. One of the best things I did during my career was offer free training to them on how to be more effective — this creates immediate value as well as provides a better understanding and appreciation for what they experience and obtain from your event. Want to get into this space? Be the person on the ground helping them load-in, setting up, and be the face checking back in with them during the event to provide support, motivation and obtain feedback. Take photos for them and post to social!

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5 Event production

An event production person is someone who oversees and coordinates the physical setup and breakdown of a trade show. They are responsible for managing and supervising the crew, equipment, and materials, as well as ensuring the safety and quality of the event. An event production person needs to have practical, technical, and logistical skills, as well as a good knowledge of the trade show venue and layout. They also need to be able to work under pressure and in a fast-paced environment, as well as to handle unexpected issues and emergencies. An event production person typically has a high school diploma or equivalent, or some relevant experience in the industry.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the most common entry-level positions in the trade show industry?

1

2

3

4

5

6

1 Event coordinator

2 Exhibit designer

3 Event marketer

4 Event sales

5 Event production

6 Here’s what else to consider

Live Events

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What are the most common entry-level positions in the trade show industry?

1

2

3

4

5

6

1 Event coordinator

2 Exhibit designer

3 Event marketer

4 Event sales

5 Event production

6 Here’s what else to consider

Live Events

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