Trade Show Exhibit Glossary: Learn the Terms for Trade Show Success

A

AR/VR (Augmented/Virtual Reality)

Digital tools used within a trade show exhibit. Implementing AR/VR drives attendee participation and attendee retention by offering personalized and immersive interactions.

Architectural Lure

An event design strategy that uses elements such as structural curves or large-format graphics, used within a custom trade show display designed to attract traffic.

Attendee Engagement

The measurable interaction attendees have with your trade show exhibit. High attendee engagement indicates that your trade show booth successfully captured attention, resulting in increased dwell time, foot traffic, and higher lead qualification rates.

Attribution

The process of assigning sales revenue, closed won deals, or Pipeline Value directly to your trade show exhibit. Attribution is vital for calculating ROI, and can be tagged through a lead capture tool and synced to your CRM.

Audience Segmentation

The process of dividing leads captured at the trade show into different groups or segments (e.g., Tier A, B, C) for post-show lead follow-up.

A

AR/VR (Augmented/Virtual Reality)

Digital tools used within a trade show exhibit. Implementing AR/VR drives attendee participation and attendee retention by offering personalized and immersive interactions.

Architectural Lure

An event design strategy that uses elements such as structural curves or large-format graphics, used within a custom trade show display designed to attract traffic.

Attendee Engagement

The measurable interaction attendees have with your trade show exhibit. High attendee engagement indicates that your trade show booth successfully captured attention, resulting in increased dwell time, foot traffic, and higher lead qualification rates.

Attribution

The process of assigning sales revenue, closed won deals, or Pipeline Value directly to your trade show exhibit. Attribution is vital for calculating ROI, and can be tagged through a lead capture tool and synced to your CRM.

Audience Segmentation

The process of dividing leads captured at the trade show into different groups or segments (e.g., Tier A, B, C) for post-show lead follow-up.

A

AR/VR (Augmented/Virtual Reality)

Digital tools used within a trade show exhibit. Implementing AR/VR drives attendee participation and attendee retention by offering personalized and immersive interactions.

Architectural Lure

An event design strategy that uses elements such as structural curves or large-format graphics, used within a custom trade show display designed to attract traffic.

Attendee Engagement

The measurable interaction attendees have with your trade show exhibit. High attendee engagement indicates that your trade show booth successfully captured attention, resulting in increased dwell time, foot traffic, and higher lead qualification rates.

Attribution

The process of assigning sales revenue, closed won deals, or Pipeline Value directly to your trade show exhibit. Attribution is vital for calculating ROI, and can be tagged through a lead capture tool and synced to your CRM.

Audience Segmentation

The process of dividing leads captured at the trade show into different groups or segments (e.g., Tier A, B, C) for post-show lead follow-up.

B

Backlit Booth

A trade show booth design element that uses integrated lighting behind large graphic displays. Backlit booths help improve brand visibility by making the graphics pop and stand out.

Badge Scanning

The technology used to capture an attendee's basic contact information, such as name, title, and company, from their official trade show event badge.

Banner Stands

Lightweight, portable displays used as an exhibit marketing strategy for messaging or branding. Banner Stands are flexible and cost-effective solutions for use in smaller venues.

Booth Traffic

The total number of booth visits from attendees who enter or actively interact with a trade show booth. Healthy booth traffic refers to the quality (qualified leads) rather than volume (general foot traffic).

Brand Recall

A metric of brand recognition that measures a prospect's ability to remember and identify your brand or product after their initial exposure at your trade show exhibit. High brand recall is a direct result of strong attendee engagement.

Brand Visibility

The measurable outcome of exposure and brand recognition your brand achieves at a trade show event. High brand visibility at a trade show drives qualified booth traffic.

B

Backlit Booth

A trade show booth design element that uses integrated lighting behind large graphic displays. Backlit booths help improve brand visibility by making the graphics pop and stand out.

Badge Scanning

The technology used to capture an attendee's basic contact information, such as name, title, and company, from their official trade show event badge.

Banner Stands

Lightweight, portable displays used as an exhibit marketing strategy for messaging or branding. Banner Stands are flexible and cost-effective solutions for use in smaller venues.

Booth Traffic

The total number of booth visits from attendees who enter or actively interact with a trade show booth. Healthy booth traffic refers to the quality (qualified leads) rather than volume (general foot traffic).

Brand Recall

A metric of brand recognition that measures a prospect's ability to remember and identify your brand or product after their initial exposure at your trade show exhibit. High brand recall is a direct result of strong attendee engagement.

Brand Visibility

The measurable outcome of exposure and brand recognition your brand achieves at a trade show event. High brand visibility at a trade show drives qualified booth traffic.

B

Backlit Booth

A trade show booth design element that uses integrated lighting behind large graphic displays. Backlit booths help improve brand visibility by making the graphics pop and stand out.

Badge Scanning

The technology used to capture an attendee's basic contact information, such as name, title, and company, from their official trade show event badge.

Banner Stands

Lightweight, portable displays used as an exhibit marketing strategy for messaging or branding. Banner Stands are flexible and cost-effective solutions for use in smaller venues.

Booth Traffic

The total number of booth visits from attendees who enter or actively interact with a trade show booth. Healthy booth traffic refers to the quality (qualified leads) rather than volume (general foot traffic).

Brand Recall

A metric of brand recognition that measures a prospect's ability to remember and identify your brand or product after their initial exposure at your trade show exhibit. High brand recall is a direct result of strong attendee engagement.

Brand Visibility

The measurable outcome of exposure and brand recognition your brand achieves at a trade show event. High brand visibility at a trade show drives qualified booth traffic.

C

Contingency Fund

A non-allocated portion (typically 10-15%) of the total trade show budget set aside to cover unexpected on-site costs, such as last-minute drayage fees or equipment rentals.

CPL (Cost Per Lead)

A performance metric calculated by dividing the total trade show investment (including all costs) by the total number of qualified leads captured. CPL calculations are used to measure budget efficiency.

CRM (Customer Relationship Management)

A software system used to store, manage, and track all leads generated by your trade show booth. CRM systems can be synced with various data tools for instant data flow and attribution.

Custom Trade Show Booth

An individual, purpose-built trade show exhibit designed from scratch (not modular or rental) to reflect a brand's identity at a trade show event.

C

Contingency Fund

A non-allocated portion (typically 10-15%) of the total trade show budget set aside to cover unexpected on-site costs, such as last-minute drayage fees or equipment rentals.

CPL (Cost Per Lead)

A performance metric calculated by dividing the total trade show investment (including all costs) by the total number of qualified leads captured. CPL calculations are used to measure budget efficiency.

CRM (Customer Relationship Management)

A software system used to store, manage, and track all leads generated by your trade show booth. CRM systems can be synced with various data tools for instant data flow and attribution.

Custom Trade Show Booth

An individual, purpose-built trade show exhibit designed from scratch (not modular or rental) to reflect a brand's identity at a trade show event.

C

Contingency Fund

A non-allocated portion (typically 10-15%) of the total trade show budget set aside to cover unexpected on-site costs, such as last-minute drayage fees or equipment rentals.

CPL (Cost Per Lead)

A performance metric calculated by dividing the total trade show investment (including all costs) by the total number of qualified leads captured. CPL calculations are used to measure budget efficiency.

CRM (Customer Relationship Management)

A software system used to store, manage, and track all leads generated by your trade show booth. CRM systems can be synced with various data tools for instant data flow and attribution.

Custom Trade Show Booth

An individual, purpose-built trade show exhibit designed from scratch (not modular or rental) to reflect a brand's identity at a trade show event.

D

Demo Station (Step-In Demos)

A designated area within the exhibit space equipped with interactive features (such as LED screens, kiosks, AR/VR) to host live product demonstrations.

Drayage

The process of managing and moving your trade exhibit materials from the receiving dock to your assigned booth space and back.

Drone Video Footage

First Person View (FPV) drone footage can be used to show the scale of your exhibit on screens inside the trade show booth or used as post-show content for marketing material.

Dwell Time

The length of time an attendee spends actively engaged within your trade show booth or at a specific interactive station. Maximizing dwell time is directly linked to lead qualification and higher visitor engagement.

D

Demo Station (Step-In Demos)

A designated area within the exhibit space equipped with interactive features (such as LED screens, kiosks, AR/VR) to host live product demonstrations.

Drayage

The process of managing and moving your trade exhibit materials from the receiving dock to your assigned booth space and back.

Drone Video Footage

First Person View (FPV) drone footage can be used to show the scale of your exhibit on screens inside the trade show booth or used as post-show content for marketing material.

Dwell Time

The length of time an attendee spends actively engaged within your trade show booth or at a specific interactive station. Maximizing dwell time is directly linked to lead qualification and higher visitor engagement.

D

Demo Station (Step-In Demos)

A designated area within the exhibit space equipped with interactive features (such as LED screens, kiosks, AR/VR) to host live product demonstrations.

Drayage

The process of managing and moving your trade exhibit materials from the receiving dock to your assigned booth space and back.

Drone Video Footage

First Person View (FPV) drone footage can be used to show the scale of your exhibit on screens inside the trade show booth or used as post-show content for marketing material.

Dwell Time

The length of time an attendee spends actively engaged within your trade show booth or at a specific interactive station. Maximizing dwell time is directly linked to lead qualification and higher visitor engagement.

E

Enclosed Meeting Room

An area reserved within a trade show booth dedicated to close deals, holding meetings, or conducting qualifications.

Event ROI (Return on Investment)

A financial metric calculated as ([Revenue Attributed to Show - Total Show Investment] / Total Show Investment). For companies with longer sales cycles, Event ROI calculation involves tracking Deal Pipeline Value months after the trade show event concludes.

Exhibit House

A professional booth fabrication vendor responsible for the design, construction, logistics, and often the installation and dismantling of a trade show exhibit.

E

Enclosed Meeting Room

An area reserved within a trade show booth dedicated to close deals, holding meetings, or conducting qualifications.

Event ROI (Return on Investment)

A financial metric calculated as ([Revenue Attributed to Show - Total Show Investment] / Total Show Investment). For companies with longer sales cycles, Event ROI calculation involves tracking Deal Pipeline Value months after the trade show event concludes.

Exhibit House

A professional booth fabrication vendor responsible for the design, construction, logistics, and often the installation and dismantling of a trade show exhibit.

E

Enclosed Meeting Room

An area reserved within a trade show booth dedicated to close deals, holding meetings, or conducting qualifications.

Event ROI (Return on Investment)

A financial metric calculated as ([Revenue Attributed to Show - Total Show Investment] / Total Show Investment). For companies with longer sales cycles, Event ROI calculation involves tracking Deal Pipeline Value months after the trade show event concludes.

Exhibit House

A professional booth fabrication vendor responsible for the design, construction, logistics, and often the installation and dismantling of a trade show exhibit.

F

Fabrication

The construction and building of a custom trade show display. High-quality fabrication allows the trade show booth to reflect the quality of the brand it represents. You can choose to fabricate your booth yourself, or else opt for custom booth fabrication services.

Foot Traffic

The general movement and flow of visitors across the trade show booth. Floor placement planning is used to convert general foot traffic in convention halls into intentional booth traffic.

Full-Service Delivery

A booth fabrication model where the trade exhibit vendor manages the entire project lifecycle. Full-Service Delivery covers design, fabrication, I&D, and on-site logistics of the trade show exhibit.

F

Fabrication

The construction and building of a custom trade show display. High-quality fabrication allows the trade show booth to reflect the quality of the brand it represents. You can choose to fabricate your booth yourself, or else opt for custom booth fabrication services.

Foot Traffic

The general movement and flow of visitors across the trade show booth. Floor placement planning is used to convert general foot traffic in convention halls into intentional booth traffic.

Full-Service Delivery

A booth fabrication model where the trade exhibit vendor manages the entire project lifecycle. Full-Service Delivery covers design, fabrication, I&D, and on-site logistics of the trade show exhibit.

F

Fabrication

The construction and building of a custom trade show display. High-quality fabrication allows the trade show booth to reflect the quality of the brand it represents. You can choose to fabricate your booth yourself, or else opt for custom booth fabrication services.

Foot Traffic

The general movement and flow of visitors across the trade show booth. Floor placement planning is used to convert general foot traffic in convention halls into intentional booth traffic.

Full-Service Delivery

A booth fabrication model where the trade exhibit vendor manages the entire project lifecycle. Full-Service Delivery covers design, fabrication, I&D, and on-site logistics of the trade show exhibit.

G

Gamification

The use of game mechanics (like digital quizzes, challenges, or virtual scratch-offs) within a booth display to increase attendee engagement and generate qualified leads.

Giveaways

Promotional items distributed at a trade show exhibit to attract booth traffic and boost brand recall. Giveaways can increase attendee engagement by encouraging attendee participation and boosting conversions.

Graphic Backwalls

A large-format visual media display that covers the rear structure of a trade show booth. Graphic backwalls are designed to be the central branding backdrop, to generate brand visibility via higher booth traffic.

Graphic Panels

Individual, high-resolution printed pieces designed to fit specific modular structures or display systems.

G

Gamification

The use of game mechanics (like digital quizzes, challenges, or virtual scratch-offs) within a booth display to increase attendee engagement and generate qualified leads.

Giveaways

Promotional items distributed at a trade show exhibit to attract booth traffic and boost brand recall. Giveaways can increase attendee engagement by encouraging attendee participation and boosting conversions.

Graphic Backwalls

A large-format visual media display that covers the rear structure of a trade show booth. Graphic backwalls are designed to be the central branding backdrop, to generate brand visibility via higher booth traffic.

Graphic Panels

Individual, high-resolution printed pieces designed to fit specific modular structures or display systems.

G

Gamification

The use of game mechanics (like digital quizzes, challenges, or virtual scratch-offs) within a booth display to increase attendee engagement and generate qualified leads.

Giveaways

Promotional items distributed at a trade show exhibit to attract booth traffic and boost brand recall. Giveaways can increase attendee engagement by encouraging attendee participation and boosting conversions.

Graphic Backwalls

A large-format visual media display that covers the rear structure of a trade show booth. Graphic backwalls are designed to be the central branding backdrop, to generate brand visibility via higher booth traffic.

Graphic Panels

Individual, high-resolution printed pieces designed to fit specific modular structures or display systems.

H

High-Touch Nurturing

A post-show lead nurturing strategy focused on immediate, personalized follow-up for high-value prospects generated by the trade show booth. Your CRM will show the entire customer journey from their initial badge scan at the trade show exhibit to the final Closed-Won deal.

H

High-Touch Nurturing

A post-show lead nurturing strategy focused on immediate, personalized follow-up for high-value prospects generated by the trade show booth. Your CRM will show the entire customer journey from their initial badge scan at the trade show exhibit to the final Closed-Won deal.

H

High-Touch Nurturing

A post-show lead nurturing strategy focused on immediate, personalized follow-up for high-value prospects generated by the trade show booth. Your CRM will show the entire customer journey from their initial badge scan at the trade show exhibit to the final Closed-Won deal.

I

I&D (Installation & Dismantle)

The labor service responsible for setting up and taking down the trade show exhibit. Refer to your exhibit fabrication vendor if they are responsible for I&D.

Ideal Customer Profile (ICP)

A detailed description of the ideal customer profile most likely to purchase your product or service. Defining your ICP is the first step for lead generation strategies.

Inline Booth

A trade show booth setup, featuring one open side facing the aisle with walls on the back and sides. While standard configurations are common, custom trade show designs can be used to make the exhibit space unique.

Interactive Tech

Technology (like digital whiteboards or AR/VR) used in your trade exhibit to encourage focused attendee participation and foot traffic.

Island Booth

Alternatively known as Island Exhibits, the goal of island exhibits is to increase booth traffic and is typically used for large custom trade show displays.

I

I&D (Installation & Dismantle)

The labor service responsible for setting up and taking down the trade show exhibit. Refer to your exhibit fabrication vendor if they are responsible for I&D.

Ideal Customer Profile (ICP)

A detailed description of the ideal customer profile most likely to purchase your product or service. Defining your ICP is the first step for lead generation strategies.

Inline Booth

A trade show booth setup, featuring one open side facing the aisle with walls on the back and sides. While standard configurations are common, custom trade show designs can be used to make the exhibit space unique.

Interactive Tech

Technology (like digital whiteboards or AR/VR) used in your trade exhibit to encourage focused attendee participation and foot traffic.

Island Booth

Alternatively known as Island Exhibits, the goal of island exhibits is to increase booth traffic and is typically used for large custom trade show displays.

I

I&D (Installation & Dismantle)

The labor service responsible for setting up and taking down the trade show exhibit. Refer to your exhibit fabrication vendor if they are responsible for I&D.

Ideal Customer Profile (ICP)

A detailed description of the ideal customer profile most likely to purchase your product or service. Defining your ICP is the first step for lead generation strategies.

Inline Booth

A trade show booth setup, featuring one open side facing the aisle with walls on the back and sides. While standard configurations are common, custom trade show designs can be used to make the exhibit space unique.

Interactive Tech

Technology (like digital whiteboards or AR/VR) used in your trade exhibit to encourage focused attendee participation and foot traffic.

Island Booth

Alternatively known as Island Exhibits, the goal of island exhibits is to increase booth traffic and is typically used for large custom trade show displays.

J

Junction Points

Floor locations where multiple major aisles intersect on the trade show floor. Securing a trade show booth at high visibility Junction Points maximizes foot traffic in your trade show display.

J

Junction Points

Floor locations where multiple major aisles intersect on the trade show floor. Securing a trade show booth at high visibility Junction Points maximizes foot traffic in your trade show display.

J

Junction Points

Floor locations where multiple major aisles intersect on the trade show floor. Securing a trade show booth at high visibility Junction Points maximizes foot traffic in your trade show display.

K

Kiosks

Standalone digital displays or stations used within a trade show display. Interactive Kiosks allow attendees to self-serve information, browse catalogs, or participate in qualifying quizzes themselves.

KPI (Key Performance Indicator)

Measurable values (e.g., CPL, MQLs, Pipeline Value, Dwell Time) used to track and evaluate the success and performance of the overall trade show strategy against its established objectives.

K

Kiosks

Standalone digital displays or stations used within a trade show display. Interactive Kiosks allow attendees to self-serve information, browse catalogs, or participate in qualifying quizzes themselves.

KPI (Key Performance Indicator)

Measurable values (e.g., CPL, MQLs, Pipeline Value, Dwell Time) used to track and evaluate the success and performance of the overall trade show strategy against its established objectives.

K

Kiosks

Standalone digital displays or stations used within a trade show display. Interactive Kiosks allow attendees to self-serve information, browse catalogs, or participate in qualifying quizzes themselves.

KPI (Key Performance Indicator)

Measurable values (e.g., CPL, MQLs, Pipeline Value, Dwell Time) used to track and evaluate the success and performance of the overall trade show strategy against its established objectives.

L

Lead Capture

The process of collecting contact information and qualifying data (like intent and authority) from attendees at your trade show booth. This is best handled by a Universal Lead Capture Tool.

Lead Generation

The process of identifying and capturing the contact information and interest level of prospective customers. Successful lead generation depends on trade show exhibit design and staff training.

Lead Scans

The number of attendee badges scanned at your trade show booth. This metric is the input for calculating CPL and sets the stage for post-show lead nurturing.

Lead Scoring

The method used to rank and categorize leads in real-time (e.g., Tier A, B, C) based on predetermined criteria so the most promising leads can receive immediate follow-up.

Live Streams

Real-time video broadcasting of demonstrations or presentations to a remote online audience. Live Streams expand your booth's reach beyond the trade show floor and appeal to a wider audience.

L

Lead Capture

The process of collecting contact information and qualifying data (like intent and authority) from attendees at your trade show booth. This is best handled by a Universal Lead Capture Tool.

Lead Generation

The process of identifying and capturing the contact information and interest level of prospective customers. Successful lead generation depends on trade show exhibit design and staff training.

Lead Scans

The number of attendee badges scanned at your trade show booth. This metric is the input for calculating CPL and sets the stage for post-show lead nurturing.

Lead Scoring

The method used to rank and categorize leads in real-time (e.g., Tier A, B, C) based on predetermined criteria so the most promising leads can receive immediate follow-up.

Live Streams

Real-time video broadcasting of demonstrations or presentations to a remote online audience. Live Streams expand your booth's reach beyond the trade show floor and appeal to a wider audience.

L

Lead Capture

The process of collecting contact information and qualifying data (like intent and authority) from attendees at your trade show booth. This is best handled by a Universal Lead Capture Tool.

Lead Generation

The process of identifying and capturing the contact information and interest level of prospective customers. Successful lead generation depends on trade show exhibit design and staff training.

Lead Scans

The number of attendee badges scanned at your trade show booth. This metric is the input for calculating CPL and sets the stage for post-show lead nurturing.

Lead Scoring

The method used to rank and categorize leads in real-time (e.g., Tier A, B, C) based on predetermined criteria so the most promising leads can receive immediate follow-up.

Live Streams

Real-time video broadcasting of demonstrations or presentations to a remote online audience. Live Streams expand your booth's reach beyond the trade show floor and appeal to a wider audience.

M

Modular Exhibit

A trade show booth design constructed from interchangeable, standardized components. Modular components can be reused for different trade show settings and layouts, making it a cost-saving and eco-friendly option.

MQL (Marketing Qualified Lead)

A lead generated by the trade show who meets specific marketing criteria (e.g., job title, company size) and is categorized as ready to enter the lead nurturing cycle.

M

Modular Exhibit

A trade show booth design constructed from interchangeable, standardized components. Modular components can be reused for different trade show settings and layouts, making it a cost-saving and eco-friendly option.

MQL (Marketing Qualified Lead)

A lead generated by the trade show who meets specific marketing criteria (e.g., job title, company size) and is categorized as ready to enter the lead nurturing cycle.

M

Modular Exhibit

A trade show booth design constructed from interchangeable, standardized components. Modular components can be reused for different trade show settings and layouts, making it a cost-saving and eco-friendly option.

MQL (Marketing Qualified Lead)

A lead generated by the trade show who meets specific marketing criteria (e.g., job title, company size) and is categorized as ready to enter the lead nurturing cycle.

N

Non-Verbal Signals

The visual cues (such as facial expressions, tone of voice, or eye contact) your sales staff use to attract and engage visitors into the trade show booth. Using welcoming body language helps build rapport and creates an inviting atmosphere.

N

Non-Verbal Signals

The visual cues (such as facial expressions, tone of voice, or eye contact) your sales staff use to attract and engage visitors into the trade show booth. Using welcoming body language helps build rapport and creates an inviting atmosphere.

N

Non-Verbal Signals

The visual cues (such as facial expressions, tone of voice, or eye contact) your sales staff use to attract and engage visitors into the trade show booth. Using welcoming body language helps build rapport and creates an inviting atmosphere.

O

On-Site Logistics

The complete, specialized management of all technical and operational requirements executed directly at the trade show venue. It includes vendor coordination, electrical ordering, freight handling, and scheduling.

Open Booth Design

A trade show booth layout that uses minimal walls and multiple entry points to create a welcoming environment. This type of trade show design eliminates psychological barriers and increases accessible foot traffic.

O

On-Site Logistics

The complete, specialized management of all technical and operational requirements executed directly at the trade show venue. It includes vendor coordination, electrical ordering, freight handling, and scheduling.

Open Booth Design

A trade show booth layout that uses minimal walls and multiple entry points to create a welcoming environment. This type of trade show design eliminates psychological barriers and increases accessible foot traffic.

O

On-Site Logistics

The complete, specialized management of all technical and operational requirements executed directly at the trade show venue. It includes vendor coordination, electrical ordering, freight handling, and scheduling.

Open Booth Design

A trade show booth layout that uses minimal walls and multiple entry points to create a welcoming environment. This type of trade show design eliminates psychological barriers and increases accessible foot traffic.

P

Pipeline Value

The total potential dollar amount of all sales opportunities that were generated by the trade show exhibit and successfully moved into the active sales funnel. Tracking this metric helps forecast sales and plan for the allocation of resources.

Plug-and-play Tech

Deployable technology solutions designed for quick setup and seamless integration into trade show exhibits. Through plug-and-play integration, interactive installations are show-ready without extensive technical support.

Pop-up Booth Displays

Lightweight, highly portable structural displays that include a quick and easy assembly process and collapsible frames. Pop-up booth displays are ideal for smaller footprints.

Portable Displays

Trade exhibit components designed to be easily transported, set up, and dismantled by the exhibiting staff. Portable displays are a cost-efficient option for companies attending multiple regional trade show events annually.

Pre-Show Marketing

The digital outreach (emails, social media, appointment settings) conducted weeks before the trade show to drive pre-qualified, booth traffic.

P

Pipeline Value

The total potential dollar amount of all sales opportunities that were generated by the trade show exhibit and successfully moved into the active sales funnel. Tracking this metric helps forecast sales and plan for the allocation of resources.

Plug-and-play Tech

Deployable technology solutions designed for quick setup and seamless integration into trade show exhibits. Through plug-and-play integration, interactive installations are show-ready without extensive technical support.

Pop-up Booth Displays

Lightweight, highly portable structural displays that include a quick and easy assembly process and collapsible frames. Pop-up booth displays are ideal for smaller footprints.

Portable Displays

Trade exhibit components designed to be easily transported, set up, and dismantled by the exhibiting staff. Portable displays are a cost-efficient option for companies attending multiple regional trade show events annually.

Pre-Show Marketing

The digital outreach (emails, social media, appointment settings) conducted weeks before the trade show to drive pre-qualified, booth traffic.

P

Pipeline Value

The total potential dollar amount of all sales opportunities that were generated by the trade show exhibit and successfully moved into the active sales funnel. Tracking this metric helps forecast sales and plan for the allocation of resources.

Plug-and-play Tech

Deployable technology solutions designed for quick setup and seamless integration into trade show exhibits. Through plug-and-play integration, interactive installations are show-ready without extensive technical support.

Pop-up Booth Displays

Lightweight, highly portable structural displays that include a quick and easy assembly process and collapsible frames. Pop-up booth displays are ideal for smaller footprints.

Portable Displays

Trade exhibit components designed to be easily transported, set up, and dismantled by the exhibiting staff. Portable displays are a cost-efficient option for companies attending multiple regional trade show events annually.

Pre-Show Marketing

The digital outreach (emails, social media, appointment settings) conducted weeks before the trade show to drive pre-qualified, booth traffic.

Q

QR Activations

The use of scannable QR codes within a trade show exhibit to connect visitors with digital actions such as drive traffic to landing pages, initiate lead follow-up emails, or deliver digital content.

Qualification

The process of determining a prospect's timeline, need, and budget while they are engaging with the trade show booth. It helps understand and prioritize the most promising leads.

Q

QR Activations

The use of scannable QR codes within a trade show exhibit to connect visitors with digital actions such as drive traffic to landing pages, initiate lead follow-up emails, or deliver digital content.

Qualification

The process of determining a prospect's timeline, need, and budget while they are engaging with the trade show booth. It helps understand and prioritize the most promising leads.

Q

QR Activations

The use of scannable QR codes within a trade show exhibit to connect visitors with digital actions such as drive traffic to landing pages, initiate lead follow-up emails, or deliver digital content.

Qualification

The process of determining a prospect's timeline, need, and budget while they are engaging with the trade show booth. It helps understand and prioritize the most promising leads.

R

Reconfigurable Exhibit

A trade show exhibit designed to be taken down and rebuilt into various configurations across different trade show events. This helps brands maximize asset longevity and event ROI.

Referral Traffic

Website visits generated when an attendee clicks a link from a trade show mention (e.g., event microsite, partner blog post) and lands on your company website.

ROI (Return on Investment)

The primary financial metric used to prove the success of the trade show. It is calculated by (Revenue - Investment) / Investment.

ROO (Return on Objective)

A non-financial metric used to measure success against pre-set targets (like achieving a target number of meetings or generating press mentions) that are not immediately quantifiable in revenue.

R

Reconfigurable Exhibit

A trade show exhibit designed to be taken down and rebuilt into various configurations across different trade show events. This helps brands maximize asset longevity and event ROI.

Referral Traffic

Website visits generated when an attendee clicks a link from a trade show mention (e.g., event microsite, partner blog post) and lands on your company website.

ROI (Return on Investment)

The primary financial metric used to prove the success of the trade show. It is calculated by (Revenue - Investment) / Investment.

ROO (Return on Objective)

A non-financial metric used to measure success against pre-set targets (like achieving a target number of meetings or generating press mentions) that are not immediately quantifiable in revenue.

R

Reconfigurable Exhibit

A trade show exhibit designed to be taken down and rebuilt into various configurations across different trade show events. This helps brands maximize asset longevity and event ROI.

Referral Traffic

Website visits generated when an attendee clicks a link from a trade show mention (e.g., event microsite, partner blog post) and lands on your company website.

ROI (Return on Investment)

The primary financial metric used to prove the success of the trade show. It is calculated by (Revenue - Investment) / Investment.

ROO (Return on Objective)

A non-financial metric used to measure success against pre-set targets (like achieving a target number of meetings or generating press mentions) that are not immediately quantifiable in revenue.

S

Social Media Engagement

The measurable interaction (likes, shares, mentions) generated around your brand or trade show booth on platforms like LinkedIn or X during the event. High social media engagement is correlated with high brand visibility.

SQL (Sales Qualified Lead)

A lead generated from the trade show that has been fully qualified or profiled by your sales team and is ready for negotiation or proposal.

Sustainable Exhibit Design

An eco-friendly trade show booth constructed using recyclable materials. Sustainable exhibit designs maximize the longevity of trade exhibits through reusable components.

S

Social Media Engagement

The measurable interaction (likes, shares, mentions) generated around your brand or trade show booth on platforms like LinkedIn or X during the event. High social media engagement is correlated with high brand visibility.

SQL (Sales Qualified Lead)

A lead generated from the trade show that has been fully qualified or profiled by your sales team and is ready for negotiation or proposal.

Sustainable Exhibit Design

An eco-friendly trade show booth constructed using recyclable materials. Sustainable exhibit designs maximize the longevity of trade exhibits through reusable components.

S

Social Media Engagement

The measurable interaction (likes, shares, mentions) generated around your brand or trade show booth on platforms like LinkedIn or X during the event. High social media engagement is correlated with high brand visibility.

SQL (Sales Qualified Lead)

A lead generated from the trade show that has been fully qualified or profiled by your sales team and is ready for negotiation or proposal.

Sustainable Exhibit Design

An eco-friendly trade show booth constructed using recyclable materials. Sustainable exhibit designs maximize the longevity of trade exhibits through reusable components.

T

Tier-A Lead

The highest category of lead (Hot Lead) generated at the trade show, characterized by authority, budget, and purchasing timeline.

Trade Exhibit (Trade Show Booth)

A term referring to the physical structure, design, graphics, and interactive elements used by a company to present its brand and products at a trade show.

Trade Show

An exhibition that brings together industry professionals, exhibitors, and attendees under one roof. Trade shows can be held in convention centers, conference centers, or various other expos.

Turnkey Setup

A service package where the booth fabrication vendor manages the entire assembly process of the trade show exhibit on the client's behalf.

T

Tier-A Lead

The highest category of lead (Hot Lead) generated at the trade show, characterized by authority, budget, and purchasing timeline.

Trade Exhibit (Trade Show Booth)

A term referring to the physical structure, design, graphics, and interactive elements used by a company to present its brand and products at a trade show.

Trade Show

An exhibition that brings together industry professionals, exhibitors, and attendees under one roof. Trade shows can be held in convention centers, conference centers, or various other expos.

Turnkey Setup

A service package where the booth fabrication vendor manages the entire assembly process of the trade show exhibit on the client's behalf.

T

Tier-A Lead

The highest category of lead (Hot Lead) generated at the trade show, characterized by authority, budget, and purchasing timeline.

Trade Exhibit (Trade Show Booth)

A term referring to the physical structure, design, graphics, and interactive elements used by a company to present its brand and products at a trade show.

Trade Show

An exhibition that brings together industry professionals, exhibitors, and attendees under one roof. Trade shows can be held in convention centers, conference centers, or various other expos.

Turnkey Setup

A service package where the booth fabrication vendor manages the entire assembly process of the trade show exhibit on the client's behalf.

U

Universal Lead Capture Tool

A technological solution (e.g., mobile app, integrated scanner) that collects lead contact data and qualification notes instantly and syncs them directly with the company's CRM system.

U

Universal Lead Capture Tool

A technological solution (e.g., mobile app, integrated scanner) that collects lead contact data and qualification notes instantly and syncs them directly with the company's CRM system.

U

Universal Lead Capture Tool

A technological solution (e.g., mobile app, integrated scanner) that collects lead contact data and qualification notes instantly and syncs them directly with the company's CRM system.

V

Virtual Product Configuration Tool

An interactive screen within the trade show booth that allows attendees to build or customize a product or service visually. Virtual product configurations help gain valuable lead data and are a design element used to boost attendee engagement.

V

Virtual Product Configuration Tool

An interactive screen within the trade show booth that allows attendees to build or customize a product or service visually. Virtual product configurations help gain valuable lead data and are a design element used to boost attendee engagement.

V

Virtual Product Configuration Tool

An interactive screen within the trade show booth that allows attendees to build or customize a product or service visually. Virtual product configurations help gain valuable lead data and are a design element used to boost attendee engagement.

W

Website Traffic

The measurable spike in visitors to a company's website during and immediately following the trade show. Tracking website traffic is an important non-financial metric for gauging the effectiveness of a trade show campaign.

W

Website Traffic

The measurable spike in visitors to a company's website during and immediately following the trade show. Tracking website traffic is an important non-financial metric for gauging the effectiveness of a trade show campaign.

W

Website Traffic

The measurable spike in visitors to a company's website during and immediately following the trade show. Tracking website traffic is an important non-financial metric for gauging the effectiveness of a trade show campaign.

X

X-Banner

A type of portable display characterized by its lightweight X-shaped frame used to hold a graphic panel. X-Banners are often used near the perimeter of a trade show booth for efficient, low-cost branding.

X

X-Banner

A type of portable display characterized by its lightweight X-shaped frame used to hold a graphic panel. X-Banners are often used near the perimeter of a trade show booth for efficient, low-cost branding.

X

X-Banner

A type of portable display characterized by its lightweight X-shaped frame used to hold a graphic panel. X-Banners are often used near the perimeter of a trade show booth for efficient, low-cost branding.

Y

Year-Over-Year (YoY) Growth

A financial metric used to track the performance of a trade show program by comparing key metrics (like Event ROI or Pipeline Value) from the current financial year against the previous. Tracking YoY Growth is essential for proving the value of continuous trade show investment.

Y

Year-Over-Year (YoY) Growth

A financial metric used to track the performance of a trade show program by comparing key metrics (like Event ROI or Pipeline Value) from the current financial year against the previous. Tracking YoY Growth is essential for proving the value of continuous trade show investment.

Y

Year-Over-Year (YoY) Growth

A financial metric used to track the performance of a trade show program by comparing key metrics (like Event ROI or Pipeline Value) from the current financial year against the previous. Tracking YoY Growth is essential for proving the value of continuous trade show investment.

Z

Zones (Traffic Zones)

Areas on the trade show floor (e.g., entrances, food courts, major intersections) that promise the highest volume of passive booth traffic.

Z

Zones (Traffic Zones)

Areas on the trade show floor (e.g., entrances, food courts, major intersections) that promise the highest volume of passive booth traffic.

Z

Zones (Traffic Zones)

Areas on the trade show floor (e.g., entrances, food courts, major intersections) that promise the highest volume of passive booth traffic.

Glossary Page

Glossary Page