Booth structure that makes up the rear of the exhibit. Often a 10x10 trade show booth.

Booth structure that makes up the rear of the exhibit. Often a 10x10 trade show booth.

Event sponsorship through banners is a great way to get your image in front of hundreds or thousands of potential customers at one time. This could be a rock show, a festival, a sports event or any other event where your target audience gathers. When developing a branded marketing campaign, it is imperative not to skimp on materials. This is true with all branded printing materials since your customers will equate the quality of your promotional pieces to the quality of your company. Make sure you use a printer such as PsPrint that offers the best paper grades, inks, finishes and state-of-the-art printing presses so your company leaves the very best impression.

Hanging signs or display graphics printed on fabric, vinyl or other material for temporary use.

A portable printed graphic with a base or pole stand to create an upright banner display. Banner Stands are available in various heights and widths. Also known as Pull Up Banners and Retractable Banner Stands.

An area made up of one or more standard units of exhibit space. Exhibiting companies erect trade show displays within the booth space. Also called a Stand at European fairs and expositions. Common sizes are a 10x10 Booth, 10x20 Exhibit or 20x20 Exhibit.

The amount of space assigned to an exhibitor on the trade show floor. Measured by square footage.

Staff members assigned by an exhibitor to work in an exhibit. These often consist of "Sales-ready" and informed members of your team that are comfortable talking with visitors and generating qualified leads.

A number assigned by show management to identify an exhibitor's floor space. Also known as Stand Number at European fairs and expositions.

The dimensions of the floor space contracted by an exhibitor. Usually sold in 10' x 10' increments. A 10x10 trade show booth is often the smallest size, up to a 20x20 exhibit size and larger.

An area made up of one or more standard units of exhibit space. Exhibiting companies erect trade show displays within the booth space.

This is a term everyone knows, but many people don’t understand. Your company’s brand is its reputation. How do customers perceive you? How do future customers perceive you? What’s different about your products and/or services—in other words, why should people buy from you and not your competitors?

The characteristics and personality traits that define your brand both on and offline. It is the whole message and aesthetic presented to your audience, and the promise your brand makes to its customers.

The level at which a discount is given for a volume order.

Booth designed and built for one-time use.

A smaller modular piece of a larger exhibit. For example, a custom modular display island often has a 10x20 exhibit or 10x10 display breakdown. This allows the exhibitor to use different pieces of an island display for different sized booth spaces.

Small, lightweight and portable displays made from metal or mesh with pockets to hold marketing collateral. Also called Literature Rack or Literature Holder.

A call to action is a short line of copy intended to convince a website visitor or customer to take a desired action. This could mean making a purchase, clicking a button, or completing and opt-in form (to highlight some common examples).

Flooring that goes under trade show displays. Trade show flooring is available in many different colors and styles--such as interlocking tiles and rollable segments-- and materials, including sustainable, recycled and recyclable substances. See also Trade Show Flooring.

A transportation line moving freight. Usually a van line, common carrier, rail line, or air carrier. Also see Common Carrier.

(1) The fee charged for transporting freight. (2) The moving of exhibit properties over a short distance.

A pricing term indicating that these charges are included in the stated price.

Certified Trade Show Marketer! See www.CTSM.com for details.

A document certifying that merchandise was in good condition immediately prior to its shipment.

The process of replicating colors in trade show display graphics for consistency and accuracy. Often used to complement a company's corporate branding.

A freight transportation company which consolidates properties of several exhibitors into one shipment bound for the same destination.

An educational program including guest speakers and informational sessions for event attendees. Usually coincides with a trade show event or expo with booth space for exhibitors. Also called a Congress in Europe.

A component in large island displays in which to hold private meetings and presentations to trade show attendees.

A gathering of professionals in a given industry that meet to attend educational conference sessions and visit vendor trade show display booths.

A large facility with ample booth space for trade show displays.

A booth space which is open on two sides at the intersection of two aisles on the trade show floor. Also known as Corner Stand or Open 2 Sides at European fairs and expositions. Sizes can vary from a 10x10 trade show booth to a 10x20 exhibit up to a 20x20 exhibit and larger island display.

The corporate identity package is first on our list because it's often the first thing people think of when they think of branding. Corporate identity packages lack the luster of other branding efforts, but they offer massive repetition that is crucial to a successful campaign. A solid corporate identity package includes business cards, letterhead, envelopes, brochures and presentation folders. The beauty of the corporate identity package is that every single piece of correspondence you issue to customers carries your company's image and reinforces your message.

An exhibit kiosk which attaches to pop up trade show booths. Exhibit kiosks add functionality such as monitor mounts, display counters and storage.

Literally, length x width x height. With reference to booth space, the placement of exhibit properties at a height of 8 feet or more above the leased area. Also a measurement used in determining shipping costs for van lines.

A display designed and built from scratch to meet the specific needs of an exhibitor. Custom exhibit design begins with determining the exhibitor's trade show objectives. In European terms, a Custom Exhibit is known as a Custom Stand or Freebuild.

Exhibits constructed with interchangeable components designed to be set up in various arrangements and sizes. A modular trade show display can be customized to fit the exhibitor's needs. Common sizes are a 10x10 trade show booth to a 10x20 trade show booth up to a 20x20 exhibit and larger.

Lightweight displays designed to be compact and pack into small shipping cases that can be transported by one person or shipped via FedEx or UPS. Portable exhibits can be customized to fit the exhibitor's needs. Sizes run from a 10x10 booth, to 10x20 exhibit up to a 20x20 exhibit and larger island displays.

Digital signage technology that allows exhibitors to showcase videos, images, text and even live TV together in perfect balance to communicate your message with impact.

Direct-mail campaigns place your message in the best place possible — right in your customers' hands. Direct mail can be anything from simple postcards and flyers to 80-page catalogs and multi-piece sales letter packages. Powerful branding that keeps your company on the top of customers' minds can be achieved through direct-mail repetition; just because a prospect doesn't respond to your first direct-mail piece doesn't mean that that mailing won't later act as a reinforcer for subsequent mailings. In short, the more often you mail (without going overboard), greater potential for a good response rate exists for each subsequent mailing.

The process of taking apart a trade show booth and packing it into shipping cases for transportation. Also known as Tear-Down.

A small component of trade show booths with surface area on top to display products and literature or perform computer demonstrations. Display counters often feature a locking door and internal shelves to store materials.

A small structure within a trade show exhibit, which often features a computer workstation(s) with multimedia capabilities. Also called Workstations at European fairs and expositions.

Another term for booth space or the area of the show floor an exhibitor occupies to build an exhibit display.

An international term for a trade show booth.

Graphics that are printed onto a rigid or flexible/rollable material using a flatbed UV printer. Ink is sprayed directly onto the material, then cured with ultraviolet light. Direct-print graphics are very cost-effective, durable, and fade-resistant.

A process where exhibitors' items are shipped directly to the show site for a pre-scheduled delivery. Direct-to-show shipping is much riskier (and expensive) than advanced warehousing, since items must be delivered on a specific date, within a very specific time frame.

"Dots per inch" referring to the resolution or sharpness of printed trade show booth graphics.

Graphics that are printed onto fabric using a combination of a grand format printer and a heat press. Graphics are printed, then transferred to fabric while running through a 400°F heat press. Since the heat press is so hot, the liquid ink becomes a gas, and it's sublimated into the fabric. Dye-sublimated graphics are very crisp and vibrant.

Deadweight (tons of 2240 lbs.)

"Exhibitor Appointed Contractor" forms designate a third-party contractor to perform work on the exhibitor's behalf. Often associated with trade show exhibit installation and dismantle labor services.

A diagram used to designate placement of electrical outlets in the booth space of a trade show exhibit.

Scaled drawings depicting the front and side views of an exhibit display.

Stamping an image on a material, such as paper, leather or suede, so the image rises above the surface of the object. As in debossing, ink may or may not accompany the stamp.

A design stitched onto a material through the use of high speed, computer controlled sewing machines. The design is reproduced with tightly-stitched thread. Embroidery is most commonly used on logo patches and directly on some wearable. Fine detail is difficult to achieve.

The cutting or etching of designs or letters on metal, wood, glass or other materials. There are three engraving techniques. hand-engraving, hand-tracing, and computerized laser engraving. Engraving is performed with a diamond point or rotary blade that cuts into the surface of the product. Engraving offers a permanent imprint that will not wear off because it is cut into the metal base. Used in metals such as trophies, pens and nameplates.

A file type for 2D vector trade show booth graphics. EPS files are supported by several drawing programs and graphic editing applications. Vectored files are able to be enlarged without loss of resolution, which is ideal for large-format trade show display graphics.

An organization tool, often web-based, in which trade show managers can keep track of exhibit booth inventory, schedule trade show shipping, organize trade show calendars, save important booth documents and manage budgets.

Face-to-face promotional experiences between customers and companies. Event Marketing includes a trade show event or outdoor events and often involves an exhibit booth.

A contractor hired by an exhibitor to perform trade show services independently of show management appointed contractors. Also called Independent Contractor or EAC.

One of many terms for a trade show display.

A preliminary idea for a trade show exhibit, often involves a hand sketch of the display. A custom exhibit design is based upon the exhibitor's trade show objectives. Exhibit design is often related to a custom display but is also applicable to a modular display and portable exhibits.

Company responsible for exhibit design and fabrication of exhibit booths, including custom display systems, custom modular displays and custom portable exhibits.

The area(s) within an exposition center where exhibits are located.

A company which specializes in the design and production of trade show displays and booth graphics for exhibitors. An exhibit house often offers associated logistic services such as shipping, labor and storage for trade show exhibits.

A person in charge of a company's exhibit program.

An area made up of one or more standard units of booth space. Exhibiting companies erect trade show displays within the exhibit space.

An international term for trade show exhibit.

Also known as a trade show event or expo. Also called an Exposition in Europe.

A company who contracts with show management for booth space at a trade show, in order to interact with attendees to sell products and services.

A package of information with contains all rules, regulations and forms relating to a trade show, provided to exhibitors by show management. Also called Service Kit or Exhibitor Services Manual.

Also known as exhibition or trade show.

Also known as exhibition or trade show. Expo is the short form.

A trade show exhibit system constructed with aluminum posts as the main structure. Extrusion systems are often infilled with large-format, fabric trade show display graphics.

An exhibit booth comprised mainly of stretch or tension fabric and a lightweight aluminum structure. Can be printed with large-format exhibit graphics.

Trade show graphics printed on stretch or tension fabric can be translucent or opaque. Green or eco friendly display graphics use water-based inks and fabric made from recycled plastic bottles. Fabric graphics also pair well with a truss trade show display or hanging trade show signs.

Fabric displays which use a pop up trade show booth frame covered with fabric booth graphics, often attached to the frame for very easy set-up.

The construction of an exhibit.

Another term for Event Marketing or promotional experiences in which customers interact directly with representatives of companies. Includes a trade show event or outdoor events.

An international term for trade show or expo.

Term used to describe a finish which coats materials with a fire-resistant (not fire proof) cover.

A map showing the size and locations of exhibit spaces. Flooring Trade show flooring such as carpet or other materials that go under the booth display.

Rigid foam covered with heavy paper used to mount trade show display graphics.

Portable displays, usually a table top trade show booth, that fold for packing in carry bags.

The collection of a typeface including the lower case, caps, numbers and special characters having unified design. The different kinds and quantity of characters in a font will vary according to the manufacturer of the typesetting system.

The designated time in which all trade show exhibit properties must be removed from the exhibit hall.

Trade show freight that is left after the force out time. Forced freight usually gets transferred to the freight carrier designated by show management.

Exhibit properties and other materials shipped to a trade show for an exhibit booth.

An accessory for pop up trade show booths which provides a raised base to add custom features, such as monitor mounts, product pedestals and counters with storage.

The reproduction of full-color artwork through the combination of four process ink colors - magenta, cyan, yellow and black - in specified intensities. Colors are separated into individual color plates so that when printed in register, they produce a full-color illustration.

Exhibit properties and other materials shipped to a trade show for an exhibit booth.

A transportation company that performs shipping for trade show displays.

The process of packaging and shipping an order for a distributor. Fulfillment may be performed by a supplier, a distributor or an independent fulfillment house.

Show management appointed company providing services to a trade show and/or its exhibitors.

A prominent component of a trade show booth which features the exhibitor's logo and company name.

The process of printing large-format display graphics for trade show exhibits.

Trade show exhibits that are constructed with eco friendly, recycled and/or recyclable materials. Green Displays are becoming more popular as businesses look for ways to fulfill green initiatives.

A trade show event or meetings which adhere to standards to reduce waste and energy usage and recycle show materials in order to lower their carbon footprints and reduce damage to the environment.

Overhead structures often constructed from lightweight aluminum tubing and fabric exhibit graphics printed with marketing messages. Hanging trade show displays come in many shapes and sizes.

An exhibit booth comprised of more than one type of display system. For example, a fabric display combined with aluminum display walls.

I&D refers to the installation and dismantle of trade show exhibits. Also known as set-up and tear-down.

The process of preparing outbound and inbound freight shipments for trade show exhibit properties.

An exhibit constructed in a continuous line along an aisle. Also called a Linear Display or Linear Stand, in European terms.

The process of setting up exhibits according to specifications. Also called Assembly or Set-up. In Europe, Installation is known as Build Up.

The set-up and tear-down of trade show exhibits. Also called I&D.

A lightweight aluminum frame system covered with either fabric panels or large-format photomural display graphics.

An American manufacturer of truss display systems.

Small segments of trade show flooring that fit together like a puzzle to create a larger floor.

A trade show booth display with aisles on four sides. A common size is a 20x20 island display. An Island Booth is called an Island Site at European fairs and expositions.

The process of bonding two or more substances together. Trade show booth graphics are usually laminated with a clear, plastic coating to protect the printed paper.

Requires expertise in design and production of big-scale trade show exhibit graphics.

An exhibit constructed in a continuous line along an aisle. Also called a Linear Display or Linear Stand, in European terms.

A black and white engineered drawing of a trade show exhibit.

An exhibit constructed in a continuous line along an aisle. Also called Inline Booth or Linear Stand.

Small, portable and lightweight displays made from metal or mesh with pockets to hold marketing collateral. Also called Literature Rack or Brochure Stand.

The planning, implementation and coordination of the details of exhibiting at a trade show. Usually refers to trade show shipping, booth set-up and take-down and exhibit booth storage.

Custom designed letters or images inserted or applied to the surface of trade show flooring.

Analytics describes the recurring discovery and interpretation of data that can help spot trends and measure performance of marketing activities.

The marketing mix describes the full set of tactics and actions a company executes to reach their audience and sell products. It is closely related to the 4 Ps (Product, Price, Place, and Promotion).

The marketing process describes all of the steps a company takes to plan, execute, and measure its marketing strategy.

Also called Drayage or the movement of exhibit properties by show management between the receiving dock and the booth space.

An exhibit constructed with interchangeable components designed to set up in various arrangements and sizes. In Europe, a trade show modular booth is called a Modular Stand. Available in many sizes from a 10 x 10 booth, to 10x20 exhibit up to a 20x20 exhibit and larger island displays.

An international term for modular display or modular exhibit.

A metal bracket used to hang a computer monitor or TV screen on a trade show booth panel.

The date specified by show management for beginning exhibit installation.

The date specified by show management for dismantling exhibits.

Combining two or more types of audio/visual support in a presentation.

Special events which occur outdoors. Outdoor events include sporting events, races and other special events. These outdoor events require special outdoor graphics that withstand the weather.

Large format banner display graphics printed on durable paper, fabric or other weather-resistant materials with special inks that withstand the elements.

A prefabricated trade show exhibit composed of connected rectangular panels of various sizes.

A small trade show display counter used to display products.

An exhibit booth with aisles on three sides. In Europe, a Peninsula Booth is also called a Peninsula Stand or Open 3 Sides.

A booth space on the outside wall of the trade show exhibit hall.

Large-format display graphics panels of standard sizes installed side-by-side to make a larger image. Often used with Popup Trade Show Displays.

The Pantone Matching System (PMS) is used to create consistent colors across various printed marketing materials, such as brochures, flyers, business cards and trade show display graphics.

Simple take-away POS displays such as a coupon book, brochure or even a menu can boost your branding efforts, because they are voluntarily picked up and taken home. Another way to use POS is to sponsor a charity via a retail outlet that asks customers for a small donation, which results in their names being placed on die-cut shapes and taped to the wall for all to see. All you have to do is provide the printed cutouts and add your company's name and logo to a portion of it. Your brand will not only be prominent, it demonstrates that your company has compassion and goodwill, which can be a boon to attracting new business.

A "point of purchase" promotional display structure used in retail environments to sell products for immediate purchase. Also called Trade Show & Retail Kiosks or a Promotional Display.

Commonly known by many names, this portable printed graphic unwinds from a base unit and hooks onto a pole to create a standing banner display. Pull Up Banners are available in various heights and widths and fabric quality depending on its intended use for indoor or outdoor signage. Also called Retractable Banner Stands or Large Format Banner Stands.

Add-ons to pop up trade show booths which provide extra functionality. Common pop up trade show booth accessories are shelves, monitor mounts, graphic headers, lightboxes and display counters.

A pop up display frame which expands to form the structure of a backwall display and contracts for easy packing into shipping cases. Popup Trade Show Displays often feature large photomural booth graphics.

An international term for a portable trade show exhibit or portable trade show booth displays.

Press releases should be printed on company letterhead and distributed to the media. Press releases are powerful branding tools, because, if your news is printed, you gain unbiased third-party validation and the potential to reach customers you didn't know you could have.

A common trade show display accessory.

A technique of using a light source to light up translucent display graphics from behind. Also called Back-lighting.

The process of repairing or reconditioning an exhibit to extend its life span.

A color, two-dimensional drawing of an exhibit booth during the exhibit design process.

Complete exhibit rental packages provided by a rental display company to exhibitors. In Europe, a Rental Exhibit is called a Rental Stand.

Trade show exhibits owned by an exhibit house and rented out to exhibitors for event marketing and use at a trade show event.

The degree of sharpness of a computer-generated image as measured by the number of dots per inch (DPI) in trade show booth graphics.

A promotional display structure used in retail stores and shops to sell products for purchase. Also called POP Display Racks and Promotional Display. See also Display Kiosk.

A printed graphic which unwinds from a base unit and hooks onto a pole to create a standing banner display. Retractable Banner Stands are available in various heights and widths. Also called Pull Up Banners.

An educational program often associated with a trade show event and conferences.

The location at which exhibitors order services from show management for their trade show exhibits.

A packet of show-related information and order forms provided to exhibitors by show management. Also called Exhibitor Kit.

The process of erecting an exhibit at a trade show event. Also called Assembly or Installation.

Diagrams of the exhibit with assembly instructions. Used by the exhibit labor crews to set-up and tear-down the booth.

Shipping Case Container made from plastic or other materials to store and transport trade show exhibits.

A large wooden container used to store and transport exhibit booth materials.

Time specified for the closing of a trade show and the beginning of booth dismantle.

The area(s) within a convention center where exhibits are located. Also called Exhibit Hall.

A hand-drawn concept for a trade show display at the beginning of the exhibit booth design process.

Also called Booth Number.

Trade show display graphics which are raised off the display wall surface by several inches to add dimension.

Stickers offer the most fun branding opportunities, and perhaps the most creative. You can affix custom-made stickers to anything — notebooks, car bumpers, restroom stalls, floors, walls, windows, mirrors, filing cabinets — you name it, you can stick it! If you can come up with an appealing sticker design that customers will want to keep, all the better. Sometimes companies even hand out stickers to children at parades with a cute saying and their logo or company name beneath it.

Keeping exhibit properties in a warehouse facility until needed. Exhibit houses provide storage for trade show displays.

A fabric covering which drapes over a table, often paired with a table top trade show booth. May have a printed or silk-screened logo. Also called a Table Throw Cover.

A small exhibit which fits on top of a table, usually 6 or 8 feet wide. Popup Trade Show Displays and Folding Displays are types of a table top trade show booth.

The dismantling of a trade show exhibit. Also called Dismantle.

Displays typically made of aluminum to support lightweight tension fabric materials with high-quality digital printing.

A tall trade show exhibit structure, often used to store an exhibitor's products or other show materials. Also elevates the exhibitor's logo or display graphics so attendees can see and locate the exhibit booth more easily.

Widely used international term for a trade show or exposition.

An exposition related to a particular industry or group and open only to the members of that group. Also called a Fair in Europe.

An area made up of one or more standard units of exhibit space. Exhibiting companies erect trade show displays within the booth space.

Chairs, tables and other furniture designed to be compact and pack flat, if possible, for ease of shipping trade show exhibit materials.

Use of expositions related to a particular industry or group at which customers interact directly with representatives of companies. Also called Event Marketing and involves use of a trade show exhibit.

Goals set by exhibitors to achieve through trade show marketing. Booth design is directly related to a trade show exhibitor's objectives.

European term for an area made up of one or more standard units of exhibit space. Exhibiting companies erect trade show displays within the trade show stand space.

The movement of visitors through an exposition or trade show exhibit.

A Truss Trade Show Display is constructed from lightweight aluminum and provides a modern, industrial look to an exhibit booth. Often paired with Fabric Display Graphics. A Truss Display can be can also be used to hang lighting or other equipment above a booth.

The trade name for a fabric closure with two components: hooks and loops. The two components adhere when pressed together and separate when pulled apart, allowing for repeated use. Often used to attach trade show display graphics to the booth.

Cut letters and logos from a thin, plastic materials that adheres to trade show exhibit panels, similar to a sticker.

A term for a person who attends a trade show or trade fair. Also called Attendee.