Attending a conference as a vendor can be an exciting opportunity, but it’s also a serious investment—both financially and logistically. When we first set up our booth at the 2021 International Association for Identification (IAI) Conference, we were full of enthusiasm, but we quickly realized just how much work (and money) goes into making an effective vendor presence.
Now, as we gear up for IAI 2025, we’re taking a much smarter approach. In this post, we’ll break down what we learned from our first vendor experience, what we’d do differently, and how you can make the most of your own conference booth investment.
The Reality of Being a Conference Vendor: Expectations vs. Reality
What We Thought Going In
We were mostly excited but had no idea what to expect. Ashley had some experience helping at a vendor booth for her advisor back in grad school, but designing and running our own booth from scratch was a whole different challenge. We assumed that once we set up, attendees would naturally come by, check out our resources, and we’d make solid connections. Simple, right? Not quite.
What Actually Happened
It was chaotic. We seriously underestimated how long setup would take, and we were still scrambling as the vendor hall opened. Some kind neighboring vendors helped us finish up, but by the end, we were drenched in sweat and exhausted before the event even started.
Another unexpected surprise? The hidden costs. We assumed that basic necessities like WiFi and electrical outlets would be included in the (already expensive) vendor fee, but nope—those were extra charges we hadn’t budgeted for. It’s our fault for not having a better understanding of came with the booth rental, but that’s something we’ll never overlook again!
How Attendees Reacted to Our Booth
Our booth design was tailored for our audience. We knew that 90% of our social media followers are women who love taking and sharing pictures at events, so we created a booth that was as Instagram-worthy as possible.
Our Setup: A stunning iridescent white backdrop, a gold balloon arch with pink and purple balloons, a green velvet bench, and a gold sign that read “IAI 2021 Nashville #GAPSCIENCE”. We also had a high-top table with a TV showcasing our resources, plus photo props, business cards, and flyers.
And it worked! Our followers came in droves, taking photos, chatting with us, and sharing their experiences.
But not everyone loved it. One organization member said they were disappointed with our booth, stating that we missed the mark and our booth didn’t align with their expectations for Gap Science.
That interaction reminded us that booth design is subjective. We knew our audience, and we created a space that resonated with them, but that doesn’t mean every conference attendee would feel the same way.
Did our booth lead to direct sales? Not really. But it helped build awareness and recognition of Gap Science, and we made invaluable networking connections—some of which have led to ongoing partnerships today.
The Hidden Costs of Being a Conference Vendor
Exhibiting at a scientific conference is expensive—more than we initially realized. Here’s a rough breakdown of what we spent at IAI 2021:
- Booth Space: $1,000–$1,500
- Hotel (Gaylord Opryland Hotel): $207 per night (two rooms needed)
- Decor & Setup: Backdrop, balloon arch, bench, rug, flyer displays, high-top table, cart, photo props, waters, signage, etc.
- Marketing Materials: Printed flyers, business cards
- Unexpected Fees: WiFi and electricity (which were not included in the booth price)
In total, we spent around $8,000 on this event. That’s a big investment for a small business, especially when sales didn’t directly offset the cost. And that was without flying or shipping any equipment—we packed everything into our car and drove. If we had needed to ship materials or book flights, the costs would have been even higher.
Lesson learned? Before committing to a vendor space, read every detail about what’s included in the cost. Don’t assume essentials like WiFi or electrical access come standard. And plan for hidden fees—because they will add up.
Was It Worth It? The ROI of Exhibiting at a Conference
While we didn’t see a strong ROI in terms of direct sales, we gained something arguably more valuable: long-term partnerships and brand recognition.
What We Gained:
- New Collaborations – We connected with vendors like Brianne Breedlove from Uncover Forensics and Eddy Weiss from VirtuSafe, both of whom we still work with today.
- Brand Awareness – Our presence at the event made a lasting impression, especially with our social media audience.
- Networking Opportunities – Meeting forensic professionals in person allowed us to form relationships that have since led to business opportunities.
That said, if our only goal had been sales, we might have considered it a loss. But because we valued networking and long-term growth, we still saw it as a beneficial experience.
Related: “Are Scientific Conferences Worth It? A Forensic Professional’s Guide“
Why We Shifted Our Focus to Speaking at Conferences
After IAI 2021, we realized that for our business, speaking at conferences was a much better investment than exhibiting.
The Benefits of Speaking Instead:
- More Time With Attendees – Instead of waiting for people to come to our booth, we were in front of the room, actively engaging with our ideal audience.
- Higher ROI – Presenting led to direct business opportunities, including agencies inviting us to host trainings.
- Email List Growth – We added a QR code at the end of our presentations, allowing attendees to join our private community or access a freebie related to the talk.
Speaking allowed us to establish ourselves as experts in forensic training while forming direct connections with potential clients.
Related: “How Much Do Conference Speakers Get Paid? Breaking Down the Numbers“
Our 2025 Vendor Booth Strategy: What We’re Doing Differently
Now, four years later, we’re giving the vendor booth another shot—but with a new approach.
Here’s What We’re Changing:
- Splitting Costs – We’re partnering with Eddy Weiss from VirtuSafe to share the expenses of a larger booth.
- More Products to Sell – Instead of just marketing our trainings, we’ll have physical merchandise available for purchase.
- A Stronger Engagement Strategy – We’re giving away special challenge coins to attract attendees to our booth.
- Lower Travel Expenses – IAI 2025 is in Orlando, just a short drive for us, so travel costs will be minimal.
We’re excited to see how this new approach plays out and whether it leads to better financial returns than our 2021 experience.
Advice for First-Time Conference Vendors
If you’re considering becoming a conference vendor, here’s what we’d recommend:
- Know What’s Included in Your Booth Fee – Don’t assume WiFi or power is covered.
- Announce Your Booth Ahead of Time – Let your email list and social media followers know where to find you.
- Create a Booth That Attracts Engagement – Offer something interactive (photo ops, swag, a raffle, etc.).
- Have Clear Goals – Are you there to make sales, gain brand recognition, or form partnerships? Your approach should align with your objectives.
- Network Beyond the Booth – Walk the floor, attend sessions, and connect with other vendors.
Final Thoughts
Being a conference vendor can be a valuable experience, but it’s not a guaranteed success. The costs are high, and if you don’t plan strategically, you might not see the ROI you’re hoping for. However, with the right approach—clear financial planning, an engaging booth, and a focus on networking—you can make the most of your investment.
For us, our first vendor experience was a learning curve, but it ultimately helped shape how we approach conferences today. And as we prepare for IAI 2025, we’re feeling more confident than ever in our strategy. Stay tuned—we’ll be sharing our results after the event!
