Marketing Genome is now Foster Display Group. Learn more

FAQ Trade Shows & Exhibits

Mastering the Art of the Exhibiting Process

Navigating the world of trade shows and exhibits can be overwhelming, whether you’re a first-time exhibitor or a seasoned marketing professional. That’s why we’ve compiled this comprehensive FAQ page to answer the most common—and critical—questions about trade show participation, planning, logistics, and ROI. From booth design and budgeting to lead capture strategies and post-show follow-up, we’re here to simplify the complex and help you make the most of every event.

Trade shows are one of the most powerful tools for face-to-face marketing, providing opportunities to showcase your brand, connect with potential clients, launch new products, and stay ahead of industry trends. But with so many moving parts—venue regulations, shipping timelines, staffing, tech integrations, and more—having clear answers can save time, money, and stress

This FAQ section covers a wide range of topics, including whether to rent or purchase your booth, how far in advance to start planning, what materials to bring, how to measure ROI, and how to stand out in a crowded exhibit hall. We also provide insights on choosing the right shows, working with exhibit partners, and adapting your strategy based on your business goals.

Whether you’re exhibiting at your first local expo or planning a multi-city national tour, the questions answered here are designed to guide your decisions, eliminate uncertainty, and help your team execute with confidence. Bookmark this page as a go-to resource, and feel free to reach out if your specific question isn’t covered—we’re happy to help.

Let’s take the guesswork out of trade shows and turn every event into a strategic opportunity for growth. Dive into the FAQs below and start mastering the art of trade show success.

Budget Planning for Exhibitors

 

How Much is a Trade Show Booth?

 

Foster’s 3 Main Goals

 

Top Tips for Exhibit Planning

 

Rent or Purchase?

 

 

What is Drayage?

 

Direct to Show vs Advanced

 

Cost Saving Tips for Exhibitors

 

Our Design Process

 

Foster in Action

Axsome
Axsome
Exhibits
eBay
eBay
Exhibits
Kellogg’s
Kellogg’s
EnvironmentsEvents
Sandland
Sandland
EnvironmentsExhibits
Framesuite
Framesuite
Exhibits
Powin
Powin
Exhibits
Universal Studios: Jurassic World
Universal Studios: Jurassic World
Exhibits
Venetian
Venetian
EnvironmentsExhibits

"Jeff and the entire Marketing Genome [now Foster] team are the ultimate experiential professionals. From planning and design to implementation onsite, they take care of every aspect of our event booths. Our company has multiple brand teams and all of them want to work with this agency. Many times the Marketing Genome team are designing and building multiple booths at the same time for our presence at large shows such as SDCC, AX, NYCC and NYTF without a hitch. I would recommend them to any business needing a top experiential agency!"

- Alice Hines

"Toy Fair 2025 was, I think, the most successful show we’ve ever done in the history of the company! None of this would have been possible without the hard work of your fabulous team. We had compliments from buyers, kids and even other exhibitors commenting on how beautiful our booth was - I honestly wish you could have heard them all. As stressful as Toy Fair is, you really do make things so much easier, so thank you!"

- Jenna Allan, Event Manager

"Marketing Genome [now Foster] helped my company when we had a <1 month request for a 30 x 40 booth at a major trade show. I worked with Jeff Pascerella and team to design a booth that was more impressive and came below cost to any of MG's competitors. Jeff personally came to site to oversee set up, and when issues arose during set up and take down (as will happen with any provider at any show), he and his team were at the ready to take the burden off me and my company and ensure all issues were resolved. If you ask anyone on my team, the show went off without a hitch thanks to this company!"

- Jessie Peters

"Working with the team was seamless, and we were very happy with the resulting expo space. The design the team presented was thorough and on-brand. They ensured we could make the most of, and stay within, our designated budget, and there were no unexpected costs. When our team arrived on-site, the build was already underway, and they had handled all quality control issues ahead of time. Thank you for your help in putting on a successful expo!"

- Lydia Beyer, Events Manager | ACT Blue

"Marketing Genome [now Foster] has been our agency of choice for 5 years now. Every year they flawlessly deliver anywhere from 12-15 large trade show booths for us. They have an incredible process in place that makes working together VERY easy and you can always trust they have your back. The level of quality and attention to detail is the best I’ve ever come across."

- Meghan

"I’ve been in charge of hiring companies to design and build my trade show booth for the better part of 20 years. During that time I’ve had the opportunity to work with 4-5 different exhibit houses. Ultimately, through a referral, I ended up working with Marketing Genome [now Foster] and that relationship has been going for 6+ years now. Their service as a whole, is like nothing I have ever seen. They deliver time and time again and make the process so easy. They are kind of my secret weapon when it comes to events."

- Chris | Toho Co. Intl.

"I've worked a lot of tradeshows and with a lot of different exhibitor services providers. Marketing Genome [now Foster] is at the top of the pile when it comes to understanding our needs and collaborating with us to come up with cost-effective solutions."

- Brian | DPI Merchandising

"Jeff is wonderful to work with! We first reached out to Marketing Genome [now Foster] to help us build and design a new trade show booth for our Real Estate team. Jeff was so helpful and responsive throughout the entire process of getting through our internal hoops and turning our dream booth into a reality. We store our booth with Marketing Genome as well, which has reduced so much stress typically associated with storing a booth that large (we have a 20x30 modular booth that can also be broken down and used as a 10x10). Overall, working with Marketing Genome has been a pleasure!"

- Crystal Philip

"When agencies refer to themselves as full service, it can be misleading. When Marketing Genome [now Foster] makes that statement, you will see it in action in the moment every moment. They offer unparalleled design, fabrication and execution, and that alone would be enough to call them the best in the business. However, what sets them apart is that every step of the process is a true collaboration, and a willingness to help address anything that comes up along the way."

- Jeremy | Modern Fanatic

Let's Talk

Speak with our expert marketing consultants to find out how we can help you.

Contact Us