Exhibitor FAQ
How many people attend SAME’s national conferences?SAME hosts two national conferences each year, each with a distinct focus and audience draw:
Both conferences bring together government agencies, large and small businesses, and industry partners. Attendance numbers show the scale, but success comes from strategy. Review the attendee list and agency participation in advance, then target your outreach accordingly. What prior-year metrics are available?SAME typically publishes summary information after each conference, including overall attendance, agency participation, and exhibitor numbers. These reports provide exhibitors with a baseline for what to expect and who is likely to attend. If prior-year summaries aren’t posted publicly, you can request them by emailing exhibit@same.org. Knowing which agencies and primes were present last year can help guide your planning for the current conference. Where can I find a list of exhibitors?You can search the current year’s exhibitor list through the online exhibit hall floor plan. Exhibitors can be filtered by company name, NAICS codes, and small business designations. What are the dates of the conference?The conference has two sets of important dates:
Tip: Exhibitors who tear down before the official closure of the exhibit hall may face penalties and lose booth placement priority for the following year. Always confirm the move-in and move-out schedule in the current year’s Exhibitor Service Manual and plan your travel accordingly. What’s the difference between conference dates and the exhibitor schedule?Exhibitors often need to arrive earlier and stay later than general attendees. While attendees only see the posted conference dates, exhibitors must plan for:
Important: Plan your return travel with enough time to complete full booth pack-up and freight move-out. Exact schedules vary each year, so always check the conference schedule. Where can I find information on SAME’s Matched Networking program?Matched Networking is a structured opportunity to meet with agencies and primes during the conference. SAME publishes program details, eligibility, and sign-up instructions each summer in the Exhibitor Service Center and on the conference website. Space is limited, so review requirements and deadlines early. When can I reserve a hotel room?Housing for the conference opens several months in advance. SAME’s only official housing partner is Connections Housing. Always book through the Travel & Lodging page of the conference website to avoid scams from unauthorized providers claiming discounted rates. These third-party offers are not affiliated with SAME and are not valid. Are children allowed to attend this event?No. All individuals onsite must be eighteen (18) years of age or older. This applies to all areas of the conference and exhibit hall. There are no exceptions to this policy. Who do I contact if I need help during setup or the show?Onsite exhibitor support is provided by The Expo Group, SAME’s general services contractor. Their Service Desk is located inside the exhibit hall and is open throughout move-in, show days, and move-out. They can help with:
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How do I purchase a booth?Booths are sold through the official SAME conference website. Each year, a booth lottery opens first to SAME sustaining member companies and previous conference exhibitors. Once the lottery is complete, any remaining booths are available on a first-come, first-served basis until sold out. If all booths are sold, a waiting list is maintained by SAME. To secure a booth, complete the Exhibitor Sales Form provided on the conference site. Instructions and deadlines are published in advance each year. What do the colors/tiers mean on the booth layout?Booth layouts use color coding to show availability and eligibility:
A key explaining the current year’s tiering system is always provided on the online floor plan. What is included in my booth fee?A standard inline booth package includes:
Additional items such as electricity, specialty furniture, upgraded carpet, AV equipment, signage, or lead retrieval must be ordered separately through The Expo Group or other official service providers. Tip: See Booth Staffing FAQs for best practices and additional insider tips to maximize your success at the conference. See Booth Staffing & Engagement for tips on how to get the most from your included booth staff registrations. What is NOT included in my booth fee?Your booth fee covers only the standard package (table, drape, chairs, wastebasket, ID sign, carpet, and two full registrations). Almost everything else is an add-on cost:
Tip: Many first-time exhibitors are surprised by these costs. Review the Exhibitor Service Manual carefully to budget for add-ons. Why might my final bill be higher than expected?Your booth fee covers only the space and basic setup. Additional charges come from:
Tip: Place orders early and consolidate shipments to avoid surprise costs. See Exhibitor Services & Logistics for details on material handling and drayage fees. What’s the difference between the booth fee I pay to SAME and charges from The Expo Group?Your booth fee (paid to SAME) reserves your space and includes the standard booth package. The Expo Group, SAME’s general services contractor, handles everything else:
These services are billed separately, through The Expo Group’s Exhibitor Service Center. I am an SAME member, why am I getting the non-member booth fees?Member booth rates apply only to sustaining corporate members. Individual memberships do not qualify for discounted booth pricing. If your company has a sustaining membership but you are still seeing non-member pricing during booth registration, secure your booth first to hold your preferred location. Then, contact SAME’s exhibits team at exhibit@same.org to confirm your membership status and correct the pricing. How do I pay for my booth or get my invoice/receipt?Invoices and payments are handled through the Exhibitor Service Center. Exhibitors may pay by credit card during registration or request an invoice for payment by ACH or check. Detailed payment instructions, including SAME’s banking information and lockbox mailing address, are provided in the Exhibitor Service Center. Always email a copy of your remittance to accountsreceivable@same.org to ensure your payment is properly credited. What is the payment / cancellation policy for booth space/sponsorship?
Exact dates are published each year in the Exhibitor Service Manual. Send all booth cancellation requests to exhibit@same.org. |
How do I order electricity, AV, and other items for my booth?Exhibitors order services such as electricity, audiovisual equipment, internet, cleaning, and furniture through the Exhibitor Service Manual. The Expo Group is SAME’s official general services contractor and manages most services directly. Some specialized services (for example, electricity or A/V) may be provided through the convention center’s local contracted partners. Ordering is handled through the Exhibitor Service Center. If the convention center has a dedicated vendor for specialized services, details will be available in the Exhibitor Service Center. Always order early to avoid late fees. What are my options for shipping my exhibit?Exhibitors can ship materials in two ways:
Tip: Use advance shipping when possible to avoid the risk of freight missing narrow move-in windows. Always check the current Exhibitor Service Manual for exact addresses and deadlines. How do you ship freight and/or ship to the advance warehouse?Freight shipping isn’t complicated, but it does require planning. The key is to minimize risk, keep costs predictable, and make sure your materials arrive on time.
What are material handling fees?Material handling (sometimes called “drayage”) is the cost charged by The Expo Group to move your freight from the loading dock or warehouse into your booth, store empty containers during the show, return them after the show, and move all freight out of the convention center for return shipping. Key points:
Tip: To reduce costs, use lightweight, modular displays and consolidate multiple boxes into fewer crates or cartons. What is a weight ticket, and why does it matter for material handling charges?Material handling charges are calculated based on the weight of your shipment. A weight ticket is the document that verifies how much your freight weighs.In general:· A certified weight ticket is provided by the freight carrier and shows the official weight of your shipment.· If a weight ticket is included with your shipment, material handling charges are based on that documented weight.· If a shipment arrives without a certified weight ticket, the official show contractor may estimate or reweigh the shipment to determine charges.Estimated or reweighed shipments can result in higher material handling costs than expected.Can we bring wheeled cases or rolling containers to move our booth materials ourselves?Wheeled cases and rolling containers are commonly used for transporting booth materials, but their use on the exhibit floor is still subject to material handling and labor regulations. What is allowed depends on the specific convention center.In general:· Small, hand-carried items that can be moved safely by one person may be brought in without assistance.· Larger rolling cases, heavy containers, or shipments delivered to the loading dock are typically handled by The Expo Group and may require official labor, regardless of whether the container has wheels.· What qualifies as “hand-carry” versus “material handling” can vary by venue, weight, size, and safety considerations.Important: Having wheels on a case does not automatically exempt it from material handling or labor requirements. If you are unsure whether your materials qualify as hand-carry, confirm in advance through the Exhibitor Service Center or check with The Expo Group Service Desk during move-in. Never be afraid to ask!Tip: To avoid unexpected labor charges, plan shipments conservatively and assume that larger or heavier items will require official material handling.Do I need to budget for electrical or internet in my booth?If you plan to use monitors, laptops, or demonstrations that require power, you must order electricity in advance. Electricity is not included in the booth package. Wireless internet, shared by all conference participants, will be available free of charge. Dedicated internet service is available, if needed, and can be ordered in the Exhibitor Service Center. Tip: Many exhibitors skip dedicated internet unless they need it for live demos. Consider offline versions of presentations to save money. What storage options are available during the conference?Storage space on the show floor is limited, so exhibitors should plan ahead. Options include:
Tip: Always label all containers clearly and use the provided “Empty Labels” onsite for any items going into empty storage. What should be included in my exhibitor toolkit?Veteran exhibitors recommend packing a small kit to handle common setup and show-day challenges:
Why it matters: These inexpensive items can save time, money, and stress during setup and show hours. What if I need help setting up or tearing down my booth?Exhibitors may hire on-site labor through The Expo Group for unpacking, installation, and dismantle.
Important: Dismantle labor cannot begin until the aisle carpet has been removed and empty crates are returned, which may take some time after the show closes. What lead retrieval tools are available?Lead retrieval is available through the Exhibitor Service Center, managed by The Expo Group. Options include handheld badge scanners or app-based tools that integrate with your phone or tablet. These tools streamline follow-up but remember: a scanned badge without context is just a name. Always add notes during conversations so your follow-up is meaningful. See 8. Post-Show Follow-Up for how to turn scanned contacts into meaningful ROI. Can we rent a private meeting room during the conference?SAME offers a limited number of private rooms for company meetings. Availability and pricing vary by room size and duration, typically ranging from $0–$3,000. Contact SAME’s exhibits team at exhibit@same.org early if you need a private room, as availability is limited and assigned on a first-come, first-served basis. |
What’s the realistic return on investment (ROI) for exhibiting?Exhibiting at the conference should be seen as an investment in brand awareness, visibility, networking, and relationship-building. Do not expect a direct contract award on the show floor, but exhibitors regularly gain:
ROI is not measured in booth traffic alone. Success comes from how well you prepare, engage during the event, and follow up afterward. What should we expect to get out of the conference as exhibitors?Think of the conference as the start of conversations, not the finish line. You won’t walk away with a signed contract, but you will gain visibility, build relationships, and position your firm for future opportunities. Success is measured by how many meaningful connections you create and how well you follow up afterward. How do we measure ROI?Each company should define ROI in advance. Common metrics include:
Tip: Track contacts in your CRM and assign follow-ups before you leave the conference to make sure value isn’t lost. You will increase your ROI by planning conference activities before arrival and scheduling time to follow up in the weeks after the conference. What is the attendee mix, and why does it matter?Attendees include government agency representatives, large, mid-size, and small contractors, and other supporting businesses. Each offers a different kind of opportunity, from direct contracts to subcontracting or teaming. Tip: Review the exhibitor and attendee lists in advance to identify which agencies and companies are most relevant to your business. Make a target list and schedule outreach before arriving. How do we make sure we stand out among similar firms?Differentiation is key. On a crowded show floor, attendees often see dozens of firms offering similar services. To stand out:
What’s our strategy to convert booth visits into qualified leads?Not every visitor is a lead. A simple qualification approach includes:
Tip: Have a written plan developed so booth staff can consistently guide conversations toward next steps. Do we have a follow-up plan after the conference?The biggest ROI killer is letting leads go cold. Before arriving onsite, decide:
Tip: Block calendar time for the two weeks after the conference for follow-up calls and emails. Should we invest in sponsorship?Exhibiting gives you a home base for conversations, but sponsorships amplify your visibility across the conference. This can be a strategic way to stand out in a crowded hall and signal credibility to agencies and partners. Consider sponsoring if:
Sponsorships are separate from exhibiting. Think of them as brand billboards rather than networking tools. If this is your first year, prioritize learning the event flow and maximizing booth ROI. Once you know how traffic moves and who shows up, you can better judge whether sponsorship would add value for next year. Should we pursue a speaking opportunity next year?Speaking at a SAME conference puts your expertise on stage, giving you visibility that a booth or sponsorship alone cannot match. For a small business, this can position you as a trusted voice and help build credibility with agencies and teaming partners. Consider applying for a speaking role if:
Speaking is less about selling and more about credibility. Use the platform to educate, not pitch. If this is your first year at the conference, attend the sessions to understand tone and audience expectations before applying in future years. SAME’s call for presentations typically opens 8–10 months before each national conference. Should we think about exhibiting as a one-time investment or a long-term strategy?Exhibiting works best when you play the long game. Many firms see the biggest return after two or three years, once agencies and primes begin to recognize your name and remember past conversations. Don’t judge your investment on one conference alone. Returning consistently builds trust and visibility. |
How should we think about our booth design?Think of your booth as your firm’s lobby. When visitors walk into your office lobby, it’s clean, open, and welcoming, not cluttered with piles of giveaways, blocked by furniture. Your booth should send the same message. A few simple rules will help you create an inviting, professional space:
Tip: Your booth is not a flea market, it’s an extension of your firm’s office. Keep it clean, organized, and welcoming for guests to step inside (out of the aisle) and have a conversation. How do we balance brand awareness with budget?It’s about smart choices, not big spends. Invest in the essentials that reinforce your professionalism: a strong backdrop, clean signage, and polished collateral. Skip the expensive swag unless it ties directly to your story or services. Consider these tiers:
Tip: Your people are the brand. A sharp, confident, approachable team that can clearly communicate your firm’s value will outshine any flashy display. What role does the booth staff play in branding?Your team is the face of your brand. Even the best booth setup falls flat if your staff is disengaged or glued to their phones. Train your booth team to:
Tip: Rotating staff keeps energy high. No one should be stuck at the booth for extended hours. Does booth size or location really matter?Booth placement can help, but it will not make or break your success. Corner spots and locations near food or beverage stations tend to pull more traffic. Still, what matters most is how well you use the space, with clear messaging, approachable staff, and an inviting layout. A small booth done right can outperform a large booth with no energy. What display materials work best for small businesses?Prioritize materials that travel well and hold up over time. Banner stands, branded table drapes, and a simple back wall create a professional look without complicated shipping or setup. Skip heavy or overly customized builds unless you exhibit at multiple events each year. What information should be included on our capability statement?Federal audiences don’t want glossy marketing brochures written for commercial clients. Bring a one-page, double-sided, targeted capability statement that includes:
· Contracts held with references
Are there rules about booth layout and display height?Yes. SAME follows standard conference exhibit rules for inline booths (the most common 10’ x 10’ or 10’ x 20’layout):
Plan your booth with these restrictions in mind so you don’t end up redesigning on the show floor. Can we remove or decline the standard 6-foot table included with our booth? Yes. The standard 6-foot draped table included with your booth package is optional. If the table does not fit your booth design or engagement strategy, you may request that it be removed. To remove the table, simply notify The Expo Group representative at the on-site Service Desk during move-in. They will arrange for the table to be removed from your booth. Tip: Many exhibitors find that removing the table creates a more open and inviting layout, encouraging better face-to-face engagement with attendees. Are promo items worth it, or just adult trick-or-treat?Swag can attract visitors, but often the wrong kind. If you offer promo items, make them useful and tied to your brand or service, something attendees will use and keep on their desk, not give to the kids. Tip: Place swag items further back in the booth, making them difficult to grab from the aisle without stopping having a conversation first. See 6. Booth Staffing & Engagement for engagement rules around giveaways, raffles, and food/alcohol. Should we use tech like video loops, iPads, or lead forms?Tech can enhance visibility and streamline lead capture, but it should never distract from face-to-face interaction. A looping video or digital case studies can catch eyes, and iPads with quick lead forms are efficient. Keep it simple and reliable, no one remembers screen content, they remember conversations. How do we make sure our messaging resonates with SAME attendees?Generic taglines don’t land. SAME attendees want to know your federal credentials, small business socioeconomic categories, and how you can support their program. Highlight your contract vehicles, past performance, and differentiators in plain language. If someone can’t understand your value in five seconds, your message isn’t clear enough. |
What are the rules for giveaways?Government ethics rules cap giveaways at $20 or less per item. Keep items modest, useful, and branded. Pens, notebooks, chargers, and other practical items are fine; expensive swag is not. Always err on the side of caution to avoid creating compliance issues for attendees. Can we run raffles or prize drawings?Yes, but raffles and drawings must be open and fair, available to all attendees, not just selected groups. Post clear rules, run the drawing transparently, and avoid anything that could be perceived as preferential treatment. Can we serve food or alcohol at our booth?Food and alcohol must be purchased and served following the convention center’s policies. Check the Exhibitor Service Center to confirm the catering rules for each conference location. Alcohol is rarely permitted on the show floor. What about booth competitions or interactive games?Competitions and games are encouraged as long as they are professional, inclusive, and follow the same ethics and prize rules. Simple games like trivia, spin wheels, or scavenger hunt tie-ins can attract attention, but avoid gimmicks that distract from your actual capabilities or create long lines that block traffic. Tip: The best booth activities reinforce your brand story. A clever, on-message game will stick in attendees’ minds far longer than a random raffle. Who should staff the booth: BD, technical, or marketing?The best mix combines business development professionals who can qualify opportunities, technical staff who can speak to capabilities, and marketing team members who keep messaging sharp. Too much BD feels salesy, too much technical risks going too deep without context. A balanced team ensures credibility and approachability. SAME’s educational sessions offer valuable content for every level of staff, from entry-level marketing to senior leadership. That means your booth team doesn’t just represent the firm, they also come back smarter and more connected. Don’t hesitate to rotate in younger staff or those newer to federal work; SAME national conferences are a professional development opportunity as much as it is a business development event. How should booth staff engage with attendees?Body language and presence matter as much as the booth design. Engagement is about showing professionalism, approachability, and respect for the visitor’s time. Veteran exhibitors highly recommend these best practices:
Engagement is not about being aggressive, it is about being present, approachable, and professional. The booth is an extension of your brand; how staff behave communicates just as much as your graphics and messaging. See 5. Booth & Brand Presence for guidance on booth layout that helps staff connect more naturally with visitors. How do we balance booth coverage with sessions and networking?Treat booth coverage like a shift schedule. The booth should never be left unattended, but that doesn’t mean everyone needs to be there at once. Assign shifts so some team members are covering the booth while others attend sessions, walk the floor, or network at receptions. This keeps energy high, ensures your booth is always staffed, and allows your team to maximize the full value of the conference. How demanding is the conference schedule for exhibitors?Conferences are energizing but also exhausting. Booth coverage, networking, receptions, and sessions fill long days, often from early breakfasts to late receptions. Plan rotations so staff have time to recharge, and don’t expect to multitask on client work while you are onsite. Should we train staff with scripts or role-playing?Yes. A quick role-play before the conference helps staff practice openers, refine qualifying questions, and learn how to exit gracefully when a conversation isn’t a fit. Scripts aren’t about robotic delivery, they are about consistency in how your firm presents itself. What should our elevator pitch include?Every booth staff member should be ready to answer “What does your firm do?” in 30 seconds or less. A strong pitch is:
Consistency matters, train your whole team to give the same core message so attendees hear a unified story. How do we cover peak hours without overwhelming staff?Traffic is heaviest during breaks and receptions. Staff these windows fully so no one is left alone. During quieter times, run with a smaller team so others can attend sessions or recharge. Clear scheduling prevents both under-coverage and burnout. |
How should we pre-schedule meetings with target clients before the conference?Don’t wait until you arrive on-site to start building connections. Reach out to target clients and teaming partners ahead of time.
Tip: Aim to schedule at least three pre-set meetings. It gives structure to your days and ensures you walk away with guaranteed connections. Bonus tip: Everyone makes dinner plans, some make lunch plans, but very few make breakfast plans. Breakfast may be the best opportunity to meet with a busy contact; ask them which hotel they are staying at and arrange to meet them there. How do we use SAME’s Matched Networking opportunities effectively?Matched Networking sessions are short and structured. Come prepared with a clear introduction, targeted questions, and a one-page capabilities handout. Respect the time limit, your goal is to open the door, not close the deal. Always end by securing a next step, whether it is a follow-up meeting or a referral. Are after-hours events worth attending?Yes. Some of the best conversations happen at receptions, mixers, and informal gatherings. These events give you a chance to build relationships in a more relaxed setting. Don’t underestimate how much credibility and trust are built over a meal or shared story outside the exhibit hall. What mindset should we have going into networking?“Strangers are just friends I haven’t met yet.” – Will Rogers Think of networking as relationship-building, not selling. Approach it with curiosity, listen more than you talk, ask open-ended questions, and focus on making a connection, not just a contact. What body language makes us approachable?Open posture, eye contact, and a genuine smile go further than a polished elevator pitch. Avoid crossed arms, hovering with coworkers, or scanning the room while someone else is talking. Approachability signals respect and makes it easier for people to engage with you. Tip: Standing alone with an open stance is more inviting than clustering with teammates. Don’t form a “booth bubble.” What conversation hacks work best at SAME conferences?Skip the small talk about the weather and jump to questions that matter:
Listen closely, take notes, and use what you hear to guide follow-up questions. What practical habits maximize networking?
Tip: Block 15 minutes at the end of each day to update your follow-up list. Small, consistent effort prevents a pileup when you get home. |
How should we follow up after the conference?Follow-up is where the real ROI happens. Assign clear owners for each lead, set deadlines, and track progress in your CRM or shared tracker. A business card in a pocket is not a lead until it is logged, assigned, and acted on. Without structure, even the best connections fizzle out. When should we contact leads?Don’t wait several weeks later when the memory has gone cold. Reach out within two weeks with a short, personalized note that references your conversation. Timeliness signals professionalism and keeps momentum alive. Tip: Draft a simple follow-up template before the conference so your team can personalize quickly and meet the 48-hour to two-week window. Should we hold an after-action review with the team?Yes. Within a week of the conference, gather your team to discuss what worked, what didn’t, and what changes to make next time. Document the insights so you don’t have to relearn them year after year. How do we decide whether to exhibit again next year?Make the decision with data, not gut feeling. Track metrics like:
If the metrics show strong ROI, it is worth repeating. If not, reassess whether exhibiting, sponsoring, or attending in a different capacity is the better play. Why should exhibitors measure post-event ROI?Attendance numbers alone don’t equal success. ROI comes from what you do with the leads and connections made. Track not just the quantity of leads, but the quality: follow-up meetings secured, new agency contacts, partnerships formed, and opportunities influenced. This data drives smarter decisions on whether to return, sponsor, or scale up at future SAME conferences. See 4. ROI & Business Value for how to define and track ROI metrics before the conference. |
How do we update our company profile in the Exhibitor Service Center?Your profile in the Exhibitor Service Center is the digital front door attendees see before they ever step into the hall. Make sure it is complete, current, and keyword-rich. Highlight small business certifications, contract vehicles, and core capabilities. An incomplete or outdated profile is a missed opportunity to get on attendees’ radar. When do we get access to the attendee list, and what are the rules?SAME publishes an attendee list two weeks before the conference, and again after the conference to capture all final registrations. The list includes only the information attendees agree to share during registration. The list is meant for research and targeting, not spamming. Use it to identify who you want to meet and to support scheduled outreach. Do not treat it as a permanent marketing database. What sponsorship opportunities are available?Sponsorship packages are posted on the Sponsors tab. Options range from branded items (program ads, app banners) to higher-visibility placements like session support or receptions. Review the menu and weigh what aligns with your budget and brand goals. Tip: Sponsorship is about visibility, not lead generation. Treat it as brand marketing, not direct sales. How can we maximize visibility before and during the conference?Visibility goes beyond the booth. Layer your marketing efforts to extend reach:
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Why haven’t I received SAME’s emails about exhibiting?If you are not receiving exhibitor emails from SAME, check spam filters first. Many messages come from bulk senders that corporate IT systems flag. Another common issue is staff turnover, if your company’s booth contact has changed, communications may still be going to someone who is no longer with the firm. Outdated membership contacts can also block delivery. Confirm with SAME that your booth contact is current by emailing exhibit@same.org. How do we change our booth contact?Exhibitors cannot change their contact themselves. Please send an email to exhibit@same.org to have your booth contact updated or to add an additional contact. Where can we find the most up-to-date event information?The Exhibitor Service Center is the single source of truth for booth logistics, deadlines, sponsorship menus, and official communications. While reminders are sent by email, always verify details in the portal to avoid relying on outdated or missed messages. The newsletters sent are saved in the ESC under “Documents” as well as most other important documents such as display rules and the official rules and regulations. Tip: Bookmark the Exhibitor Service Center and check it weekly leading up to the conference, it prevents last-minute surprises. |