Trade shows didn't die. The format that died was the one nobody really liked — the dim warehouse, the laminated leaflets, the bored staff. The format that's quietly thriving is smaller, well-curated, and held in hospitable venues. Irish small businesses showing up to the right Irish trade show with a credible stand still generate real leads. The work is in showing up well.
The short list of materials that earn their cost
- Pull-up banner (roller banner). One or two. €80–€180 each from a decent Irish printer; lasts years; transports easily. The single most cost-effective exhibition asset.
- Branded tablecloth or table runner. Hides the standard-issue trestle table. €60–€140. Looks more "brand," less "clearance sale."
- One A5 leaflet, well-designed. Single sheet, double-sided, on heavyweight stock. The takeaway people actually keep. Skip the booklet — it ends in the bin before lunch.
- Business cards in a small dispenser. Always.
- One demonstration prop. A real product. A live screen. A short video on loop. Something to look at while you talk.
What to be careful about
- Custom-built stands. €4,000+ for a shell-scheme stand fit-out. Worth it for big trade shows where you'll do the same one annually. Wasted money for a one-off.
- Branded merchandise giveaways. Pens, lanyards, USB sticks, water bottles. Most go in the bin. If you do them, do one well-made item, not a tray of cheap rubbish.
- Long video reels with no audio outdoors. Trade-show floors are loud; headphones are awkward; muted videos play to nobody.
- The lead-capture form on a tablet. Slows the conversation. Better: scan business cards, follow up the next day.
The unglamorous logistics
- Shipping. A pull-up banner travels in a cardboard tube. A fabric stand fits in a soft-shell case. Plan for it.
- Power and Wi-Fi. Always more expensive at the venue than expected. €60–€200 for a power feed, €40+/day for paid Wi-Fi if there's no public option.
- Insurance. Most trade shows require public liability insurance — €2,600,000 or €6,500,000 cover. Standard for Irish small businesses; check your existing policy.
- The follow-up email. The single thing that determines whether the trade show paid back. Send within 48 hours. Personal, specific, not a templated blast.
Where to print
Irish printers handling exhibition stands well include Reads (Dublin), Snap Printing (national), Display Wizard (UK-based, ships to Ireland), and Vistaprint (online, mixed quality). Always order a single proof for any banner before a full run; pricing is not the deciding factor for a one-off banner where the colour or alignment is wrong on stand day. (Check supplier scope and lead times directly — these change.)