Why You Can’t DIY a Trade Show Booth (and Expect ROI)

Our primary supplier, who builds and installs exhibits for us in Las Vegas and Orlando, recently recommended an episode of the Experience Builders podcast that explores the realities of trade show booth costs. In this episode, Chris Griffin and Khalil Benalioulhaj explore the often-overlooked challenges exhibitors face, from unexpected costs to the importance of booth design.

👇 Listen to the full episode below for an exhibit builder’s unique perspective on creating a high-impact trade show booth. Then, keep reading as we break down the key takeaways, insights, and expert tips shared in this discussion.

‍

Why DIY-ing a Trade Show Booth Isn’t Worth It

Trade shows are a prime opportunity to showcase your business, generate leads, and build brand authority. But a successful booth requires more than banners and a table—it requires strategic planning and expert execution to deliver real ROI.

Many businesses underestimate the complexity of booth setup, assuming a DIY approach will save time and money. A poorly executed booth can cost you leads, credibility, and opportunities. Much like a home renovation, what seems simple can quickly become overwhelming with hidden costs and unexpected challenges.

At Trade Show Displays, we’ve seen businesses struggle when they attempt to go it alone. Marketers and small business owners often think they can handle logistics themselves, only to realize the process is far more complex than anticipated. Cutting corners might save a few dollars upfront, but a lackluster booth can fail to attract attendees—or worse, make your business look unprofessional.

As Chris Griffin states, “Trying to prove that you can DIY your booth isn’t the goal. Your goal is to maximize leads and revenue.”

‍

🎧 Understanding Trade Show Booth Costs - A Practical Guide

‍

The True Costs of a Trade Show Booth

Common Misconception: “I Can Do This for $5,000.”

Many first-time exhibitors assume they can put together a booth on a tight budget. But as the expenses pile up, they quickly realize they’ve underestimated the true cost. When all factors are considered, a professionally designed 10x20 booth can cost anywhere from $30,000 to $60,000.

🎧 Unpacking Trade Show Booth Costs - From Shipping to Setup

Hidden Expenses Include:

• Flooring & Carpeting: ~$5 per square foot
• Shipping & Logistics: ~$2,000 each way
• Material Handling Fees: ~$1,500 per 1,500 lbs of materials
• Electricity & AV Setup: $500+
• Furniture Rental & Setup: $2,000+
• Storage for Giveaways & Staff Items: Variable costs

The "Marshaling Yard" Cost Surprise

One of the most unexpected costs for first-time exhibitors is the marshaling yard. Unlike standard shipping, trade show booths aren’t delivered directly to the venue. Instead, they must go through a marshaling yard where trucks wait their turn before heading to the show floor. As Griffin described, “You’re not allowed to go directly to the show floor; your freight has to check into a general contractor’s warehouse or marshaling yard first, and that takes time and money.”

‍

🎧 From DIY to Professional - Maximizing Trade Show Success

Why Professional Booth Design Matters

Understanding Booth Flow and Attendee Comfort

Many exhibitors underestimate the importance of booth layout and attendee comfort. Studies show attendees need about 50 square feet of space to feel comfortable engaging with a booth. As Griffin points out, “Surveys have shown that the average attendee at a show needs 50 square feet of space to feel comfortable coming in and talking to a stranger.” Cramped booths deter potential leads, so planning for adequate space is critical. A well-designed trade show booth can:

• Attract foot traffic and stop attendees in their tracks.
• Communicate your value within seconds.
• Encourage engagement and make it easier for your team to connect with leads.

Defining the "Job" of Your Booth

Without clear objectives, it’s easy to end up with a generic setup that doesn’t serve your needs. Griffin reinforces this point: “Is your booth’s job to stop people? Is it to educate? To demonstrate a product? You need to know this before you design anything.”

A well-designed trade show booth can make all the difference. That’s why we help businesses craft exhibits that attract foot traffic, clearly communicate value, and maximize lead engagement.

Working with Local Booth Builders

One strategy to cut costs without sacrificing quality is to work with exhibit builders in the city where your trade show is held. As Griffin suggested, “Consider working with an exhibit builder in the city where your show is happening—you’ll save on shipping and storage.” That’s why we operate in Las Vegas and Orlando—two of the busiest trade show hubs, ensuring convenience and cost-efficiency for our clients.

Staff Training and Lead Capture Strategy

A great booth alone isn’t enough—your staff must be trained to maximize engagement. Poorly prepared staff can turn away potential leads, while a well-trained team can create meaningful connections. Griffin emphasizes, “One of the questions I ask is how much money have you allocated to training your staff on how to get leads in this unique and unnatural environment?” 

Investing in staff preparation ensures a smooth, productive trade show experience. Successful trade show exhibitors don’t just rely on walk-in traffic. They plan ahead by:

• Booking meetings in advance with key prospects.
• Promoting their booth via email and social media before the event.
• Sponsoring events, lounges, or WiFi stations to increase brand exposure.

Trade show attendees are already in buying mode. Engaging them before they arrive increases your chances of having meaningful conversations and closing deals. Griffin emphasized, “Attendees are there to do business. If you set appointments ahead of time, you’ll be way ahead of the game.”

‍

🎧 What You Need to Understand About Trade Show Logistics

‍

🎧 How to Survive the Trade Show Jungle

‍

Key Takeaway: Focus on ROI, Not Just Cost-Saving

Managing a trade show booth yourself might seem cost-effective, but it often leads to unexpected expenses, logistical challenges, and missed opportunities. That’s where we come in.

Trade shows are an investment—don’t let a DIY approach hold you back. Partnering with Trade Show Displays ensures:

✔ A strategic booth design that attracts visitors and enhances brand presence.
✔ Expert handling of logistics, so you can focus on meaningful connections.
✔ A seamless experience, from setup to post-show lead capture.

As Griffin wisely pointed out, “You need to think about your trade show booth the way you’d think about opening a real branch office. Would you DIY that?”

‍

Let’s make your next trade show a success. Work with us to create a booth that drives engagement and delivers measurable results. Reach out today, and let’s turn your event into a lead-generating powerhouse.

‍