Whether you're stepping onto the trade show floor for the first time or you're a seasoned exhibitor, one thing’s certain: trade shows have their own language.
From “drayage” to “inline booth,” knowing the lingo can make your planning smoother, your execution smarter, and your results stronger.
To help you navigate the world of exhibits and expos like a pro, we’ve compiled a comprehensive glossary of trade show terms—no jargon, just clear definitions.
📘 A-to-Z Glossary of Trade Show Terms
A
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Aisle Carpet: Carpet placed in the main walkways of the exhibit hall by the show organizer.
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Attendee: A person attending the trade show, usually a potential customer, partner, or industry peer.
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AV (Audio-Visual): Equipment like monitors, speakers, projectors, and microphones used in booths or presentations.
B
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Backwall: The rear structure or backdrop of a booth, often used for branding and signage.
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Booth: The assigned exhibit space at a trade show where a company displays its products/services.
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Booth Staff: Employees or representatives manning the booth, engaging with attendees, and generating leads.
C
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Carpet Rental: Optional floor covering rented for your booth space to match your brand or comfort needs.
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Contractor (General): The official service provider appointed by show management to handle labor, freight, and other logistics.
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Crate: A reusable wooden container used for shipping booth materials and equipment.
D
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Drayage: The service (and fee) for moving your materials from the loading dock to your booth and back. Often misunderstood and notoriously expensive.
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Display: Visual components of your booth (signage, banners, digital screens, etc.).
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Double-Decker Booth: A two-story exhibit structure, usually in large booth spaces.
E
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Exhibitor: A company or individual who pays for booth space to promote their brand at a trade show.
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Exhibit Hall: The main area of the venue where all booths are located.
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Exhibit House: A company that designs, builds, and manages trade show displays.
F
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Freeman: One of the most common general contractors and logistics providers for U.S. trade shows.
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Freight: Goods or materials transported to the trade show venue.
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Floor Plan: A map showing all booths, aisles, and features within the exhibit hall.
G
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Giveaways: Promotional items handed out to attract booth visitors and create brand recall (e.g., pens, bags, USB drives).
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Graphic Panels: Printed visuals used on booth walls or structures for branding and messaging.
H
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Hardwall: A solid booth wall structure (as opposed to a fabric or pop-up display).
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Hanging Sign: Overhead signage, often circular or square, suspended from the ceiling for increased visibility.
I
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Inline Booth: A booth with neighboring booths on both sides and access from the front only.
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Installation & Dismantle (I&D): The setup and teardown of a trade show booth, typically handled by union labor or contractors.
K
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Keynote Speaker: A featured presenter who delivers a major speech or presentation at a conference or trade show.
L
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Lead Retrieval: Technology used to scan attendee badges and collect contact info for follow-up.
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Lighting Rig: A structure that supports lighting fixtures to enhance booth visibility.
M
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Modular Display: A flexible booth system made up of interchangeable components.
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Move-In/Move-Out: Scheduled times for loading your exhibit materials into and out of the exhibit hall.
O
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Onsite: Refers to activities or services available at the trade show venue during the event.
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Overtime Charges: Additional fees for labor or services provided outside regular working hours.
P
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Pop-Up Display: A portable, collapsible booth structure, ideal for quick setups.
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Pre-Show Marketing: Promotional efforts (emails, social media, direct mail) to drive booth traffic before the event.
R
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Raw Space: Unfurnished booth space provided without flooring, walls, or furnishings.
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ROI (Return on Investment): A measure of the financial return or success from attending the show.
S
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Shell Scheme: A pre-built booth structure typically used in international or smaller shows, often including walls, lighting, and basic furniture.
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Show Directory: A printed or digital listing of all exhibitors, sessions, and floor plans.
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Swag: Fun, branded promotional items used to attract and engage attendees.
T
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Trade Show: An event where businesses in a specific industry gather to showcase products, network, and share knowledge.
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Traffic Flow: The pattern of attendee movement on the show floor, crucial for booth placement and layout strategy.
U
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Union Labor: In many U.S. cities, trade show services (setup, electrical, AV) must be performed by certified union workers.
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Utilities: Services like electricity, internet, and plumbing provided to the booth (and usually at a premium cost).
W
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Wi-Fi Package: Internet access provided by the venue, often expensive but essential for digital demos or lead capture.
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Walkthrough: A pre-show check of the booth setup to ensure everything is correctly installed.
💡 Bonus: Trade Show Success Starts with Understanding
The more familiar you are with trade show terminology, the more confidently you can plan, communicate with vendors, and troubleshoot during the show. Bookmark this glossary and share it with your team—it’s the first step toward a smoother, more successful exhibiting experience.
