Some trade show lingo may seem like gobbledygook, but it’s pretty easy to understand once it’s broken down in simple terms.
As a strategic trade show partner, we use these terms every day, and sometimes we take them for granted. But we appreciate that to outsiders, they’re not so second nature.
With this in mind, here’s a glossary of commonly used terms from within the trade show industry and a summary of what each term means.
Aisle
The aisle is the open pathway for traffic movement within the exhibit hall, providing access to booths and displays. It also separates each booth from one another. Aisles at trade shows are typically at least 10 feet wide to allow for optimal foot traffic flow and accessibility.
A/V (Audio/visual)
This abbreviated term encompasses the use of sounds, lights, and visuals at your trade show. It’s typically used in reference to components such as microphones, cameras, sound systems, projection systems, television monitors, and lighting displays.
Backlight
A backlight is a light source that illuminates translucent material, such as graphics, from behind. Adding backlighting to your booth ensures that it’s evenly lit and that you can instantly enhance the visibility and impact of its graphics.
Backwall
This is the solid wall section or panels at the back of your exhibit. It’s typically backed up against another exhibition stand or the venue wall.
Canopy
A roof-like covering over a booth, supported on pillars. It can be made from fabric, metal, or other lightweight material and is often used to show off branding, create a welcoming atmosphere, or provide shelter from the elements. Some venues stipulate height restrictions for canopies, so exhibitors should always check the event’s regulations before including one in their booth.
Drayage
This is a very commonly used industry term that refers to a) the handling of your booth materials and b) the transportation of these materials from the loading dock to your booth space and back again.
Exhibitor Appointed Contractor (EAC)
An EAC is authorized to handle various services within the convention center on your behalf. This is a service provider chosen by you, the exhibitor, rather than the show's official contractor. You’d hire this contractor to perform trade show services independently of show management-appointed contractors.
Freight forwarder
This is a company that handles international shipping logistics for exhibitors who are bringing in materials from overseas. The freight forwarder can manage customs clearance, documentation, and local delivery to the venue.
Gangway
This international term is used to refer to the aisle (see above).
General contractor
This is the firm that’s responsible for overall event services, including labor, drayage, and facility maintenance.
Hard wall
A hard wall trade show booth is a booth that’s been constructed of a solid material rather than fabric. Sturdy panels and a framework create solid walls, offering a sleek and professional appearance. This type of booth is most common in Canada and Europe.
Inline
An inline exhibit is characterized by its continuous straight-line configuration. It’s arranged in a straight line alongside other neighboring inline booths, with only one exhibit side open to an aisle. Common sizes include 10'×10', 10'×20', and 10'×30’.
Island
An island exhibit is surrounded by aisles on all four sides, offering maximum visibility and access. It’s ideal for large displays and allows visitors to stop by from any direction. An island booth size starts at 20’x20’ and can increase significantly in size from there.
Loading dock
The area of a premises in which goods are received (see the definition of ‘Drayage’ above).
Marshalling yard
This is the check-in area for the trucks that are delivering exhibit material.
Modular
A modular exhibit is constructed using interchangeable components and can be used across various booth sizes and configurations. These components typically include lightweight aluminum frames, graphic panels, and adaptable accessories such as kiosks, shelves, and lighting fixtures.
On-site services
These are the services provided within the trade show venue, such as Wi-Fi, catering, cleaning, and electrical connections. Booking some of these services in advance can save you money and prevent last-minute hiccups.
Peninsula
A peninsula trade show booth has three open sides, with the fourth side adjacent to another booth. Its position at the end of two rows of linear booths makes it look like a peninsula, extending out at the end of the aisle. This type of booth is ideal for increased visibility in larger exhibition halls.
Rigging points
These are designated ceiling attachment points that are engineered to support suspended displays, equipment, or decorative elements.
Tabletop display
A tabletop display is a compact exhibit meant for placement on tables or counters and is ideal for small products or samples. Tabletop displays are just like traditional exhibits, in that you can accessorize them with everything from lighting to 3D graphics. You can get four categories of tabletop displays, as explained in this article from Exhibitor Magazine.
Truss
This is a triangular beam structure that hangs above exhibition space to support lighting and banners. A truss is ideal for mounting visual displays, curtains, drapes, banners, and sound and lighting equipment. It creates a professional look and helps to engage visitors at events.
Turnkey
A turnkey booth is one that’s already set up and ready to go when you arrive at a trade show. It’s fully equipped and pre-assembled, which minimizes setup time and simplifies the logistical element of your trade show.
Wayfinding
Wayfinding is the system of helping attendees navigate the venue, be that through signage, maps, and design elements. Clear wayfinding increases booth visibility and overall visitor satisfaction.
For more trade show-related content like this, check out The Trade Group blog. The Trade Group is a strategic trade show partner that’s been in business since 1986. Want to talk to us about your next show? Give us a call on 800-343-2005 to get the ball rolling.
