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How can you negotiate the best deal for your trade show booth?

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Trade shows are a great way to showcase your products and services, network with potential customers and partners, and generate leads and sales. But they can also be expensive, especially if you want to secure a prime location, a large space, and a professional design for your booth. How can you negotiate the best deal for your trade show booth without compromising on quality and visibility? Here are some tips to help you save money and get the most value from your trade show investment.

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1 Plan ahead

One of the best ways to negotiate a better deal for your trade show booth is to plan ahead and book early. Many trade show organizers offer early bird discounts, incentives, and perks for exhibitors who sign up months or even a year in advance. You can also take advantage of lower rates for travel, accommodation, and shipping if you book early. Planning ahead also gives you more time to research the trade show, the venue, the audience, and the competitors, and to prepare a budget, a strategy, and a booth design that suits your goals and needs.

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Marc Mousseau

CEO at Moose Exhibits
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As an exhibit builder, we are more inclined to offer discounts and incentives when we have plenty of time to design, pull, prep and pack. Like most things, our costs increase the closer we get to deadlines and the window to complete the entire project becomes smaller. Especially during the busy seasons. Additionally, if you have multiple shows, working with an exhibit house to create a package deal as well as re-using some graphics are (2) areas you can save.

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2 Compare options

Another way to negotiate a better deal for your trade show booth is to compare different options and shop around for the best value. Don't settle for the first offer or quote you receive from the trade show organizer or the booth contractor. Ask for multiple proposals, compare the prices, the features, the benefits, and the drawbacks of each option, and look for hidden fees or charges. You can also use the information you gather from different sources to leverage your bargaining power and ask for a lower price, a better location, a bigger space, or extra services.

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Larry Kulchawik

Happily Retired Exhibit Guy
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Interview 3 different exhibit design companies. Who best appears to understand your needs? Do you like and trust them? Price should be a second or third factor for a decision. You are selecting a partner, not a supplier.

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Marc Mousseau

CEO at Moose Exhibits
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Freight and labor are (2) areas that an exhibit builders can make their proposal look more competitive and make up the difference on the post-show invoice. It’s a win-win since they beat out their competitor but get paid the full amount anyway. We have lost plenty of jobs where our competitor came in lower but closed out the job higher than our proposed fixed prices. Personally, with 28 years in the industry, we offer up front pricing for freight and labor only sending post show invoices if the scope-of-work changes. A good estimator should be able to give you accurate freight and labor prices… so you should ask for up-front pricing based on the proposed scope of work. Beware of those unwilling to provide.

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3 Be flexible

A third way to negotiate a better deal for your trade show booth is to be flexible and willing to compromise. Sometimes, you can save money and get a better deal by adjusting your booth size, shape, layout, or location. For example, you can opt for a smaller or a modular booth that can fit in different spaces, or you can choose a corner or an island booth that can attract more traffic and visibility. You can also be flexible with your dates, times, and duration of the trade show, and look for opportunities to fill in gaps or cancellations that might offer lower rates or better deals.

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4 Ask for more

A fourth way to negotiate a better deal for your trade show booth is to ask for more than just a lower price. Sometimes, you can get more value and benefits by asking for additional services, features, or perks that can enhance your trade show experience and results. For example, you can ask for free or discounted advertising, sponsorship, or speaking opportunities, or you can ask for more access to attendee data, networking events, or media coverage. You can also ask for more support, guidance, or feedback from the trade show organizer or the booth contractor to help you optimize your booth performance and ROI.

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5 Build relationships

A fifth way to negotiate a better deal for your trade show booth is to build long-term relationships with the trade show organizer, the booth contractor, and other exhibitors. By establishing trust, rapport, and loyalty, you can increase your chances of getting discounts, referrals, recommendations, and repeat business. You can also learn from their experiences, insights, and best practices, and share your own tips and feedback. Building relationships can also help you create a positive reputation and image for your brand, and attract more attention and interest from the trade show audience and media.

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Patti Wilder

Sr. Account Executive at Momentum Management
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I feel the labor partner is often not an early part of the equation and should be. There are typically months of pre-planning and it all comes to point on the show floor. Include your labor partner so they can provide insight on efficiencies that could be considered early on. The lowest cost provider might not provide the value add you need for the program. Patti Wilder, Momentum Mgmt.

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Marc Mousseau

CEO at Moose Exhibits
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Absolutely! Your exhibit builder should be a partner not a ‘vendor’. Long term relationships are mutually beneficial. We have several clients that have been with us for 15-17 years and several more in the 10-15 year range. As the owner of a boutique exhibit house, and an industry Journeyman, our clients can expect to see me on the show show floor when the design/build requires.

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6 Test and measure

A sixth way to negotiate a better deal for your trade show booth is to test and measure the results and outcomes of your trade show participation. By tracking and analyzing the data and feedback you collect from the trade show, you can evaluate the effectiveness and efficiency of your booth design, location, strategy, and budget. You can also identify the strengths, weaknesses, opportunities, and threats of your trade show performance, and use the information to improve your future trade show decisions and negotiations. Testing and measuring can also help you demonstrate your value and impact to the trade show organizer and the booth contractor, and justify your requests and expectations.

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7 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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How can you negotiate the best deal for your trade show booth?

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2

3

4

5

6

7

1 Plan ahead

2 Compare options

3 Be flexible

4 Ask for more

5 Build relationships

6 Test and measure

7 Here’s what else to consider

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How can you negotiate the best deal for your trade show booth?

1

2

3

4

5

6

7

1 Plan ahead

2 Compare options

3 Be flexible

4 Ask for more

5 Build relationships

6 Test and measure

7 Here’s what else to consider

Live Events

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