If you exhibit using larger trade show display systems, you will make a bigger impact at your trade show than if you exhibit in a small booth space. However, the cost of space at trade shows can put a serious dent in your marketing budget. We often recommend that our clients share booth space with another exhibitor who offers a complimentary product or service. It may be difficult to find a company that you are willing to associate with so closely, but if such a company exists, the cost savings could be significant.

Trade show booths are typically sold in 100 square foot sections (often called 10 x 10’s). At a large trade show, a 10 x 10 space could cost your company $5,000 (just to reserve the space). If you split the cost with another exhibitor, you may be able to save enough money to make the cost of exhibiting less of a factor.

If you do plan to share your booth space with another exhibitor, you will need to set some ground rules before the show begins. There should be clear distinctions between the spaces, and measures should be taken to ensure that one company does not encroach on the space of the other company. Also, if the two companies can work together with the same or similar marketing goals, the productivity of the booth will be much higher.