Trade Show Marketing Glossary
A
Letter A
7 terms available
A/V (Audio/Visual)
Equipment and technology used for sound, video, lighting, and presentations during a trade show or event.
Advance Order
A service or equipment request submitted before the event begins, usually to secure lower pricing and guaranteed availability.
Advance Rates
Discounted pricing offered when payments or service bookings are completed before the official deadline.
Advance Warehouse / Advance Receiving
A storage facility where exhibitors can send booth materials before the event for organized handling and timely delivery to the venue.
Aisle Carpet
Floor carpeting installed along the walkways of the exhibition hall to improve appearance and attendee comfort.
Aisle Sign
Overhead signs placed in exhibit aisles to help visitors locate booth sections and navigate the trade show floor.
Attendee
A person visiting a trade show to explore products, connect with businesses, learn about industry trends, or make purchasing decisions.
B
Letter B
8 terms available
Backlit
A display style where lighting is placed behind graphics or panels to make visuals brighter, more vibrant, and attention-grabbing.
Back Wall
The rear section of a booth commonly used for branding, signage, product displays, or promotional graphics.
Backwall Exhibit
A booth setup positioned against a wall or inline structure, often used for pop-up and standard trade show displays.
Banner Stand
A portable display stand designed to showcase printed graphics, logos, or marketing messages at events.
Bill of Lading (BOL)
A shipping document that confirms cargo receipt and outlines transportation details for exhibit materials and freight.
Booth Area
The allocated exhibition space where a company presents its products, services, or brand messaging.
Booth Number
A unique identification code assigned to each exhibit space for easy navigation and location tracking.
Booth Staff
Team members responsible for operating the exhibit, engaging attendees, managing demonstrations, and representing the brand during the event.
C
Letter C
10 terms available
Call to Action (CTA)
A marketing message encouraging attendees to take a specific step, such as booking a meeting, requesting information, or visiting a booth.
Carpet Rental
A service that allows exhibitors to rent flooring materials for their booth instead of purchasing them.
Cartage
Charges related to moving freight, booth materials, or displays within the exhibition venue.
C.I.F. (Cost, Insurance, Freight)
A pricing term indicating that shipping costs, freight charges, and insurance are included in the quoted price.
Collateral
Printed or digital promotional materials like brochures, catalogs, flyers, and business cards used to support marketing efforts at the booth.
Cubic Content
The total usable three-dimensional space within an exhibit area, including height, width, and depth.
Custom Exhibit
A specially designed trade show booth created to reflect a company’s branding, objectives, and unique presentation needs.
Custom-Modular Booth
A flexible exhibit solution that combines custom design features with reusable modular components for versatility and cost efficiency.
Cut-Off Date
The final deadline for submitting orders, payments, or event-related requests without additional charges or penalties.
CWT (Hundred Weight)
A shipping measurement unit equal to 100 pounds, commonly used in freight and logistics pricing.
D
Letter D
5 terms available
Decorator
A service provider responsible for booth enhancements such as drapes, carpeting, furniture, and visual styling
DIM Weight
A shipping calculation based on package dimensions rather than actual weight to determine freight costs.
Dismantle
The process of taking apart and packing an exhibit after the trade show ends.
Drayage
The handling and transportation of exhibit materials from the loading dock to the booth space and back after the event.
DT Labor
Labor billed at double the standard hourly rate, usually for extended overtime or special working conditions.
E
Letter E
7 terms available
Early Bird Discount
Reduced pricing offered to exhibitors or attendees who book services or register well before the event date.
Empties
Storage containers used to hold booth packaging and materials during the event until move-out begins.
End Cap
A booth configuration with open access on three sides, providing increased visibility and attendee interaction.
Exhibitor
A business or organization participating in a trade show to promote products, services, or brand awareness.
Exhibit Designer
A professional who creates functional and visually appealing booth concepts, layouts, and branding experiences
Exhibit Hall
The main event space where all booths, exhibits, and attendee activities are located.
Exhibitor Manual or Kit
An information package provided by event organizers containing rules, deadlines, forms, and service details for exhibitors.
F
Letter F
6 terms available
Fabrication
The production and assembly process of building trade show displays, structures, and exhibit components.
Fire Retardant
A material treatment that helps slow the spread of fire and meets exhibition safety regulations.
Floor Manager
An event representative responsible for supervising the exhibition floor and assisting exhibitors during the show.
Floor Order
A service or equipment request placed directly at the venue during setup or event days.
Floor Plan
A detailed map showing booth locations, aisles, entrances, exits, and event facilities within the exhibition hall.
Freeman
A leading trade show service contractor known for logistics, exhibit support, rentals, and installation services.
G
Letter G
3 terms available
Giveaway
A promotional product distributed to attendees to increase brand recognition and booth engagement.
Graphic Production
The design and printing of visual materials such as banners, signs, and branded graphics used in exhibits.
Green or Sustainable Exhibiting
Eco-conscious exhibiting practices focused on reducing waste, conserving resources, and using environmentally friendly materials.
H
Letter H
3 terms available
Hardwall
A booth structure made from rigid panels that provides a polished, durable, and premium appearance.
Header
A sign or branded structure positioned at the top of an exhibit to increase visibility and attract attention.
Hybrid Event
An event format that combines in-person participation with virtual experiences for remote audiences.
I
Letter I
4 terms available
Infringement
The unauthorized use or occupation of space outside an exhibitor’s assigned booth area.
Infringement
The unauthorized use or occupation of space outside an exhibitor’s assigned booth area.
Install and Dismantle (I&D)
The complete process of setting up and removing a trade show exhibit before and after the event.
Island Booth
A freestanding exhibit surrounded by aisles on all four sides, offering maximum accessibility and exposure.
L
Letter L
4 terms available
Labor
Skilled workers hired to install, dismantle, transport, or support trade show exhibits and event operations.
Lead Capture / Retrieval
A system used to collect attendee contact information and sales prospects for post-show follow-up.
Light Box Exhibits
Illuminated display systems that use LED backlighting to create bright, eye-catching graphics and branding.
LTL (Less Than Truckload)
A freight shipping method for smaller loads that do not require a full truck.
M
Letter M
4 terms available
Material Handling
The receiving, transportation, storage, and delivery of exhibit freight within the event venue.
Modular Exhibit
A reusable booth system built with interchangeable parts that can be reconfigured for different events and booth sizes.
Move-In
The scheduled period when exhibitors can enter the venue and begin booth installation.
Move-Out
The designated timeframe for dismantling exhibits and removing materials after the show ends.
O
Letter O
3 terms available
On-Site Order
A service request made at the event venue, typically resulting in higher pricing than advance orders.
OT Labor (Overtime Labor)
Work completed beyond standard hours and billed at an overtime pay rate.
Overtime (OT)
Additional working hours performed outside regular schedules, usually compensated at a higher rate.
P
Letter P
6 terms available
Panel System
A display framework made from prefabricated panels that can be assembled into exhibit walls or structures.
Perimeter Booth
A booth space positioned along the outer walls of an exhibition hall
Pipe and Drape
A temporary booth divider system using poles and fabric curtains to create boundaries or backdrops.
Pop-Up Display
A lightweight and portable display solution designed for quick setup and transportation.
Post-Show Marketing
Follow-up marketing activities conducted after an event to convert leads into customers and strengthen relationships.
Pre-Show Marketing
Promotional campaigns launched before a trade show to increase booth traffic and attendee engagement.
Q
Letter Q
1 terms available
Qualifying Questions
Questions used by booth staff to identify attendee needs, buying potential, and level of interest in products or services.
R
Letter R
4 terms available
Rental Booth
A prebuilt exhibit structure rented for temporary use at a trade show or exhibition.
Return Panels
Side panels used to complete the structure and visual appearance of an exhibit.
Rigging
The installation of suspended elements such as signs, banners, or lighting from the venue ceiling.
Return on Investment (ROI)
A measurement used to evaluate the value and profitability gained from participating in a trade show.
S
Letter S
8 terms available
Scissor Lift
A powered lifting platform used to safely reach elevated areas during exhibit installation.
Show Contractor
A service company that supports exhibitors with booth setup, logistics, rentals, electrical work, and related event services.
Show Lead
A potential customer identified during the event who has shown interest in a company’s offerings.
Show Services
A collection of event support services including logistics, booth construction, technology, rentals, catering, and maintenance.
Silicone Edge Graphics (SEG)
Fabric graphics fitted with silicone edges that create seamless, high-quality visual displays in frames.
Space Only
An empty booth space provided without furnishings or structures, allowing exhibitors to build a custom setup.
Sponsorship
A branding opportunity where exhibitors financially support event elements in exchange for additional visibility and promotion.
ST Labor (Straight Time Labor)
Labor charged at the standard hourly rate during regular working hours.
T
Letter T
6 terms available
Tabletop Display
A compact display setup designed to fit on top of a table for smaller exhibitions or presentations.
Time and Materials (T&M)
A billing method based on labor hours worked and materials used during a project or service.
Trade Show
A business event where companies showcase products, connect with buyers, and network within their industry.
Trade Show Marketing
Promotional strategies and activities used to generate awareness, leads, and sales through trade show participation.
Truss
A structural framework used to support lighting, signage, and overhead exhibit elements.
Turnkey Booth
A ready-to-use exhibit package that includes structure, graphics, furniture, and setup services for convenience.
U
Letter U
1 terms available
Union Steward
A union-appointed representative responsible for overseeing labor rules and resolving workplace concerns during event operations.
V
Letter V
3 terms available
Vendor
A supplier or service provider that supports exhibitors with products, logistics, printing, booth construction, or event-related solutions.
Virtual Event
A fully online exhibition or conference where attendees and exhibitors interact through digital platforms.
Visqueen
Protective plastic covering placed over booth carpeting during setup to prevent damage and dirt buildup.
W
Letter W
2 terms available
Walk-Through
A final review conducted before the event opens to confirm the exhibit is properly installed and ready for attendees.
Wharfage
A handling fee charged for freight or cargo processed through a dock, pier, or shipping terminal.
Understanding these trade show and exhibition terms can help businesses make smarter decisions when planning their event marketing strategies. Whether you are preparing for your first expo or managing multiple exhibit programs across the country, having knowledge of industry terminology can improve communication, streamline operations, and enhance your overall trade show success. As the exhibition industry continues to evolve with new technologies, marketing trends, and attendee experiences, staying informed will help your brand remain competitive and event-ready. Use this glossary as a valuable resource throughout your trade show journey with Purple Exhibits.