DIY trade show | A guide

Trade shows are a significant investment for the average SME. Between the floor space, the exhibition stand design, electrics and sockets, freebies, furniture hire and logistic handling, costs can rack up. It must be worth it because statistics showed that face-to-face activations were the only segment of marketing budgets to increase in 2024. Even at the height of economic uncertainty, businesses invest in events, because the value is unmatched. However, organisers continue to raise prices and service costs leaving many businesses struggling to keep up.

Taking a DIY approach can help you cut costs, exhibit sustainably and take control over your in-person events. If you perfect the details, you can still expect a great return on investment.

Is DIY the right option for you?

There is a reason why most businesses will use an exhibition stand design and build contractor – planning an exhibition with success is no small feat. A typical show requires a great deal of planning, paperwork, logistics handling, and time!

Usually, companies lean towards DIY because of the cost-savings and freedom, especially when exhibiting at multiple shows. However, there are other options: exhibition stand rental certainly has similar benefits. Before choosing DIY, it’s worth assessing rental options like Free-Hire Pro, where exhibitors purchase graphic panels, while “hiring” the necessary hardware free of charge. Usually, free-hire models include project management, logistics handling, installation, dismantling and storage. With these models, businesses can exhibit without stress or hassle, at multiple events, while enjoying great cost-savings.

However, if you have the team and skills, and want to DIY, these are the things to be aware of…

Benefits of DIY trade shows

Though handling your own trade shows comes with some added work, there are many benefits including:

• Reduced costs
• Freedom to Exhibit
• More budget for stand spaces
• Sustainability
• Brand consistency
• Investing in one great stand instead of many disappointing ones

Purchase a high-quality self-build exhibition stand

First and foremost, do not design and build the stand yourself. Homemade MDF stands and IKEA hacks are not the way to exhibition success. Invest in a high-quality, self-build exhibition stand. DIY exhibitors typically get a bad rap, because they let themselves down on the exhibition stand. However, this can easily be avoided by working with a reputable exhibition stand designer who will create a high-quality bespoke design.

Timeless design

Consider the fact that this exhibition stand will be designed for longevity and reuse, so you need a timeless design or one that can be updated with just a few panels here and there. Try to stay away from specific product launches and instead orient the stand focus on the brand. Make sure you include longevity in your exhibition stand design brief.

Work with an expert

Search for exhibition stand design and build contractors that specifically offer purchase-to-self-build options as these will be experienced in self-build requests and exhibition stand training. Work with the designer to ensure that these stands meet your exhibiting goals and build requirements. For example, if you’re willing to spend a little longer on the booth build, you might be able to invest in a more complex design. On the other hand, if you need something that can be set up quickly, a simpler graphic system may be more suitable.

In-person training

Do your due diligence when sourcing an exhibition stand designer and request self-build case studies before going ahead. Though many self-build stands use a modular system, a bespoke design means you’ll have a bespoke build process. The contractor you choose must offer comprehensive training in person – you don’t want to leave the success of your stand build to chance.

Additionally, check how easily transportable the stand will be. If you’re planning to self-build you’ll want the stand to pack down for efficient transport. It’s worth requesting “packed” dimensions so you can prepare your transport.

Quadrant2Design, a UK-based exhibition stand builder, nails the exhibition stand training, with a full one-on-one training day at the company’s studio in Poole, and thorough training videos to refer back to after purchasing.

Bring your own furniture

If you’re going to be handling your own exhibition stand, you will also want to invest in furniture. Hiring furniture from the organiser can be quite overpriced – you can end up paying two or three times what you would elsewhere. Not to mention, your success rides on their promise to deliver. Instead, look into furniture hire from third-party suppliers, or consider purchasing some for your events.

Handle your own logistics

Handling your logistics can significantly lower costs. Compare quotes from logistics companies or if you can, transport the exhibition stand yourself. Modular stands are often light and compact enough to fit in a standard vehicle.

Data capture

Some shows charge exhibitors for lead retrieval services. This is an easy service to DIY. Use a QR code leading to a sign-up form or an app that captures attendee details directly. This keeps you in full control of your leads and data.

Organise your own electrics

Depending on how far you want to take your exhibition DIY, you could even organise your own electrics and internet. Organisers often charge per socket, which can become expensive very quickly. If you exhibit a lot, it might be worth investing in battery packs.

In summary

With DIY, you don’t have to be at the mercy of organisers and their overpriced services. By purchasing your own exhibition stand, bringing your own furniture, handling your own marketing and planning ahead, you can drastically cut costs, while still maximising your return on investment.