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Taking part in a trade show can feel like a big leap for a small business. Between booking your space, sorting out travel, and trying to figure out what your stand should actually look like, it’s easy to wonder if it’s worth the effort.
But here’s the thing. Exhibiting at the right event can put you directly in front of the people who matter most—potential clients, collaborators, even future partners. In fact, 65% of businesses said that in-person trade shows were an invaluable part of their marketing strategy. You don’t need a massive marketing budget to make a real impact. What you need is a clear strategy, a bit of creativity, and a display setup that makes you look professional without draining your bank account.
This guide covers exactly how to do that, starting with the basics.
Budgeting for Trade Show Displays: Where to Start
Before you begin choosing display items, it helps to understand the broader picture of your trade show budget. Trade shows come with a few fixed costs, and knowing what to expect makes it easier to plan effectively. Common expenses include:
· Stand space rental: This is often the biggest line on the invoice. Prices vary depending on the event’s size and location, but it’s worth remembering that prime positioning usually costs more. Sometimes a corner or end stand brings better foot traffic for a similar fee.
· Travel and accommodation: If you’re exhibiting out of town, you’ll need to factor in transport for your team, overnight stays, and possibly meals. Booking early usually means better rates.
· Printed materials and giveaways: Brochures, business cards, branded freebies—these all contribute to how visitors remember your business. It’s easy to overspend here, so focus on quality over quantity or go fully digital and feature a QR code that links to your website.
· Display stands: This is where your stand comes to life. Your backdrop, banners, counters and signage need to reflect your brand and help communicate what you do quickly and clearly.
Cost-Effective Exhibition Stands for Small Businesses
Your success at a trade show heavily depends on how your exhibition stand looks – and the good news is this doesn’t have to break the bank. Let’s look at some of the most affordable and effective ways to build your stand:
Roller Banners
If there’s one item every first-time exhibitor should consider, it’s a roller banner. These are compact, lightweight, and incredibly easy to set up. You can use one to showcase your key message or offer, or group several together for a bigger visual impact.
They’re ideal for small spaces or events where you’re limited to a table or a single wall. The beauty is in their simplicity - clear branding, bold colours, and a direct message go a long way.
Pop-Up Displays
For a more substantial setup, pop-up displays offer a cost-effective way to create a branded backdrop. A 3x3 curved pop-up includes printed graphics, a wheeled case, and lights, making it a ready-to-go solution for small businesses who want a comprehensive exhibition presence on a budget.
They’re quick to assemble and break down, and they work well if you exhibit at multiple events each year.
Fabric Displays
If you’re after a modern, seamless look, fabric display stands are a great choice. The graphics are printed on stretch fabric that pulls over a lightweight frame, which means no visible panel seams and a smoother finish.
They’re easy to transport, simple to assemble, and built for reuse. They’re also less prone to damage compared to rigid graphic panels, which makes them a long-term option worth considering.
Pop-Up Counters
A branded counter helps define your space, giving you a focal point for interaction whilst also providing somewhere to keep leaflets, business cards, or product samples.
It might seem like a minor detail, but a counter makes your stand feel more cohesive and professional, whilst also doubling up handy storage or even a carry case on some models.
Printed Tablecloths
If your setup includes a trestle table, a custom-printed tablecloth is a quick way to make things look more professional. With your logo front and centre, it helps your business look polished even in the most basic exhibition space.
They’re easy to fold, store and reuse, which makes them ideal for casual events or smaller local expos.
PVC Banners
Banners are one of the cheapest ways to get your name out there. Whether hung across a railing, shell scheme, or fencing at an outdoor event, a PVC banner gives you visibility at a very low cost.
They’re waterproof, tough, and easy to roll up for transport, making them a versatile tool for any exhibitor.
Linked Pop-Up Displays
If you’re working with a slightly larger exhibition space or want something more flexible, linked pop-up systems are worth considering. These modular displays allow you to connect multiple pop-up frames to create L-shaped, U-shaped, or even island-style layouts, giving your stand a more structured and immersive feel.
They're especially useful if you’re exhibiting regularly and need something that can be adapted to suit different stand sizes.
They do cost more upfront, but the flexibility and reusability make them a smart longer-term investment for businesses looking to scale up their exhibition presence.
Bonus Money-Saving Tips for Exhibiting at Trade Shows
Exhibiting on a budget is not about cutting corners, it’s about making smart decisions that protect your return on investment. Here are some bonus ideas to help keep costs manageable at your next event:
Stick to Local Events
Regional business expos, industry meetups, or even local chamber of commerce events can attract exactly the kind of audience you're looking for without the added cost of long-distance travel and accommodation.
Consider Sharing Space
If you work with a complementary brand, consider splitting the cost of a stand. You each get exposure, and the conversation around your combined services can be more engaging.
Reuse your Graphics
Design banners and print materials that can work across multiple shows. Avoid date-specific language or references, and your setup can last for years.
Use Modular Display Systems
Modular display systems can be adapted to fit different stand sizes, so whether you're exhibiting in a 2x2m booth, or something larger, you can adjust your setup without buying everything from scratch.
Summary: Trade Shows Don’t Have to Be Expensive
Exhibiting doesn’t have to be expensive. With a thoughtful approach and a few well-chosen display stands, small businesses can show up with confidence, make new connections, and generate real opportunities.
Start with what you can afford, keep your branding consistent, and build on your setup over time. Whether it’s your first event or your fifteenth, the key is showing up looking ready, capable, and open for business.
If you’re still unsure about what to prioritise or how to get started, Display Wizard can help: offering affordable exhibition stands and graphic design support, we’re a one-stop shop for all your exhibiting needs.
posted in How To Guides
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