Trade Show Terms Every Exhibitor Should Know

Walking into your first trade show planning meeting feels a bit like landing in a foreign country where everyone speaks a language you don't quite understand. People are throwing around terms like "drayage," "EAC," and "island booth" whilst you're nodding along pretending you know exactly what they mean.

And you’d pretty much be right - when it comes to trade show logistics, attendees have their own vocabulary; a whole ecosystem of jargon that industry veterans use without thinking but that leaves newcomers completely baffled. Understanding this terminology isn't just about not looking clueless in meetings. It's about avoiding expensive mistakes, communicating effectively with show organisers and contractors, and knowing what you're actually signing up for when you book space.

Let's decode the most important trade show terms so you can navigate exhibitions with confidence rather than confusion.

Booth Types and Configurations

Inline booth (also called the linear booth) is the standard trade show space. You've got one open side facing the aisle, with neighbouring exhibitors on either side and a wall or drape at the back. Most exhibitors have inline booths - they're the basic building blocks of trade show floors.

Corner booth gives you two open sides facing aisles, with neighbours on the other two sides. The extra visibility and access from two directions makes corner booths more desirable and typically more expensive. You get increased foot traffic because people can enter from multiple angles.

Peninsula booth has three open sides with only one side backed by neighbours or walls. This creates much better visibility and access but requires you to design your display to work from multiple viewing angles. You can't just face everything forward because people approach from three directions.

Island booth is completely surrounded by aisles - all four sides are open. These are the premium spaces that large exhibitors book. You've got maximum visibility and foot traffic from every direction, but you need a substantial display that works as a 360-degree experience.

Space and Measurement Terms

Booth space is typically measured in 3x3 metre or 10x10 foot increments, though this varies by show and country. A standard booth might be 3x3 metres (about 9 square metres). Larger spaces are multiples - a 3x6 metre booth is two standard spaces side by side.

Gross square metres refers to the total floor space including aisles and common areas. Net square metres is the actual exhibitable space. When shows quote space, clarify which measurement they're using because it affects what you're actually getting.

Height restrictions limit how tall your display can be. Inline booths typically have lower height limits (often 2.4-3 metres) to prevent blocking sight lines. Peninsula and island booths often allow taller structures because they don't obstruct neighbours. Violating height restrictions can result in fines or being forced to modify your display on-site.

The Dreaded Drayage

Drayage is probably the most confusing and expensive term you'll encounter. It refers to the handling and transportation of your materials from the loading dock to your booth space and back again.

You can't just roll up with your display and carry it to your booth. Show regulations require you to use designated contractors (called general service contractors or GSC) who handle material movement. They charge based on weight, and it's not cheap.

Advance shipping means sending your materials to the warehouse before show move-in dates. This is always cheaper than direct shipping (sending materials straight to the show during move-in). The price difference can be substantial - sometimes 50% or more - so always ship in advance if possible.

Important Services and Utilities

EAC (Electrical, Audio/Visual, Computing) covers all the power and tech services you might need. Want electricity at your booth? That's an EAC order. Need the internet? EAC. Want special lighting? EAC.

These services cost significantly more than you'd expect. A simple power outlet might be £150-300 or more depending on location and show. The internet can be extortionate. Budget for utilities early because they add up fast.

Rigging refers to hanging anything from the ceiling - banners, lighting, large graphics. Rigging requires certified riggers and union labour in most venues, making it expensive. You can't just tape something to the ceiling and call it a day.

Labour regulations vary by venue and region. Some venues require union labour for setup and breakdown. Others allow exhibitors to do it themselves. Understanding labour rules prevents nasty surprises when you're suddenly being charged hundreds of pounds for someone to plug in your display because union rules prohibit you doing it yourself.

Timing Terms

Move-in (or setup) is the period before the show opens when exhibitors can access the floor to build their booths. This might be one day or several days depending on show size. You'll have designated times based on booth type - typically larger island booths get earlier access.

Show days are when the exhibition is open to attendees. You need to be fully set up and staffed during these hours.

Move-out (or teardown) is the period after the show closes when you dismantle and pack up. Some shows have specific dismantling schedules - island booths might have to wait whilst inline booths break down first.

Labour calls refer to scheduled times when labour (riggers, electricians, etc.) is available. Missing your labour call can mean waiting hours or even until the next day, which delays your setup or breakdown.

Floor Plan and Location Terms

Show floor plan is the layout diagram showing all booth locations, aisles, entrances, and amenities. Study this carefully when selecting space because location dramatically affects foot traffic.

Aisle width matters for traffic flow. Main aisles are wider and carry more foot traffic. Being near a main aisle intersection is prime real estate.

Show entrance proximity affects visibility and foot traffic. Booths near entrances see more traffic early in the show. Booths at the back might see traffic later as attendees explore deeper into the floor.

Food court or refreshment area proximity can be good (people congregate there) or bad (people rush past your booth to get food). Depends on your strategy.

Documentation and Deadlines

Exhibitor kit (or service manual) is the massive document containing all show information - rules, regulations, order forms, deadlines, shipping instructions, everything. Read it thoroughly even though it's boring and dense. Missing a deadline can cost serious money.

Early bird discounts reward exhibitors who order services before specific deadlines. Electrical, furniture rental, lead retrieval - many services offer 10-30% discounts for early orders. Mark these deadlines and order early.

Standard rate is the normal price for services ordered before the show. Show site rate (or on-site rate) is the significantly higher price for ordering services during move-in. We're talking 30-50% markups or more. Order everything in advance.

Exhibitor badge allotment is the number of free passes you receive. Additional staff badges cost money, so plan your booth staffing within your badge allowance when possible.

Display and Graphics Terms

Modular display systems use standardised components that reconfigure for different booth sizes. These offer flexibility if you exhibit at shows with varying space sizes.

Pop-up display is a curved or straight frame that "pops up" and accepts printed graphics. These are portable and relatively inexpensive but look less premium than custom builds.

Tension fabric graphics use fabric stretched over frames, creating seamless, wrinkle-free displays that pack small and look sharp.

For LED-powered display lightboxes, understanding terms like "backlit graphics" and "edge-lit displays" helps you specify exactly what you need.

Lead Management Terms

Lead retrieval system is how you capture attendee information at your booth. Some shows provide official systems (usually for a fee). Others let you use third-party apps or manual collection.

Qualified lead versus unqualified lead determines which booth visitors are worth following up. Define qualification criteria before the show so your team collects useful information rather than just scanning every badge.

Badge scanning is the most common lead capture method. Attendees' badges have barcodes or RFID that you scan to capture their contact details and any qualifying information you add.

Contractor and Vendor Terms

General Service Contractor (GSC) or official contractor is the show organiser's designated vendor for core services like drayage, furniture rental, labour, and utilities. You're typically required to use them for specific services.

Exhibitor-appointed contractor (EAC - different from the utilities acronym) is a vendor you hire independently, like a custom booth builder. You need approval to use outside contractors, and they must meet show requirements and carry proper insurance.

I&D (Installation & Dismantle) refers to the labour for setting up and breaking down your booth. Custom booth builders typically include I&D in their quotes, but verify this.

Common Pitfalls

Don't assume anything - read the exhibitor kit thoroughly. Rules vary dramatically between shows, and ignorance is expensive.

Don't miss deadlines, especially for early bird discounts and advance shipping. These deadlines exist for operational reasons and the penalties for missing them are real.

Don't underestimate the cost of services. That "small" booth can easily cost thousands in services beyond the space rental. Budget appropriately.

Don't forget insurance requirements. Most shows mandate specific coverage levels, and you'll need to provide certificates of insurance before move-in.

The Bottom Line

Trade show terminology exists for practical reasons - these terms describe specific situations, requirements, and processes that occur repeatedly in exhibition environments. Understanding them helps you plan better, avoid expensive mistakes, communicate clearly with vendors and organisers, and feel confident navigating the trade show world.

Study your exhibitor kit, ask questions when terms are unclear, and don't be embarrassed to admit when you don't know something. Everyone was new once, and experienced show organisers would rather explain terminology than fix expensive mistakes caused by misunderstanding.

The vocabulary might seem overwhelming initially, but after a show or two, these terms become second nature and you'll be the one confidently discussing drayage rates and EAC deadlines.