There are times when the growth in your spending will outpace the growth of your revenue. This is certainly common among start-ups, but it also applies when you’re expanding into new markets or product/service areas, undergoing an economic downturn, or if you’ve just become a little lackadaisical in managing aspects of your budget.

Want to improve quality leads at trade shows?

Is starts with selecting the right show.

In this article, we talk about 5 things you can measure during and right after your show. Things that matter. Things that will help you not only justify your trade show ROI, but drastically improve it. 

Companies often preach creativity and disruption. Yet they often settle for casual conformity when it comes to disruptive way of presenting themselves.

Now you can do something about it.

You do not have to have a big budget to make a big impact or, for that matter to be ESG compliant. You do have to ditch the status quo and create a culture of pressing change and renewal.

Though common in the investment world, as an exhibitor if you support and do something about the three key factors when measuring the sustainability and ethical impact of your brand, you have taken the first step.

FORCED DISRUPTION COMES WITH A HIGHER CAUSE. NOW, IT IS YOUR CHANCE TO STAND OUT

If you want to tout yourself as a disruptive brand, or an ESG compliant company, you have to challenge the set standards, make curiosity and chaos, your trademark, and move forward with speed and agility as you develop heightened awareness for your brand and your product. 

The idea is:

"Cause as much chaos and disruption as possible but don't let them take you ALIVE."

Being a disruptive company. we are under constant market pressure to create systems that setup faster, are lighter weight and can create visually arresting designs. 

As a systems manufacturer, we recommend everyone build system based exhibits, because it leads to less waste, less pollution, less deforestation and above all less carbon foot print.

Updated 2022

“Budgeting is not just for people who do not have enough money. It is for everyone who wants to ensure that their money is enough.”

BUDGETING IS SIMPLY TELLING YOUR MONEY WHERE TO GO

In this article we have explored with other exhibitors and clients on where they are spending their trade show budget and the clever ways they are formulating to extend their trade show budget.

Imagine you stood in a room with 393 fellow exhibitors, and asked them the question, “How did you stretch your exhibiting budget over the past two years?” Think of all the great advice they could share.

Well, now you have all their proven advice in one place — right here.

Book as many things as you can, as early as possible. Booking booth space at a trade show right when slots open up will save you from more than just last-minute stress. Once you are completely sure that a trade show is a match for your company’s objectives (the right audience, good attendance rates from previous shows, within your budget, etc.) then there is no reason to wait to get it booked. Waiting will only cost you.

Updated Nov 2022

The pandemic has changed the course of the planet, and re-routed many businesses. Changes in goals, budgets, priorities, and changes in plans are just touching the surface of what some businesses are having to adjust. On top of that money is getting expensive and re-formulated.

Trade shows may not be at the top of the list for many dealing with rerouted business plans. Why? 

Because, to tame inflation money is being re-priced, as interest gets hiked up. As interest rates shoot up, economic activity that uses borrowing becomes expensive.

Whether it is deciding if trade shows even fit in the budget this year, cutting costs, or modifying marketing, changes are happening.

SHEDDING LIGHT ON DOING IT RIGHT!

Exhibiting at trade shows are expensive proposition. Do it right. Or, do not do it at all.

START WITH THIS Question: What do I consider an acceptable marketing cost/lead?

Projecting your potential ROI using a calculation similar to the following example, which takes into account the total trade show marketing investment is a good start.

Want to improve your trade show marketing? 

Put it to the test

In direct mail you can test the list, the format, and the offer.  In print ads, you can test the headline, the ad size, and the placement.  In internet advertising you test the pay per click ad, the ad bid, and the landing page. 

But what can you test in trade show marketing?

street art by roadsworth

Your TRADE SHOW exhibit assets go on a horrendous journey once they leave the loving care of your office or exhibit house storage facility.

From trucks to planes, ships or warehouse transfer facilities, they are manhandled, pallet-jacked and forklifted  – and that’s before your show’s general contractor gets their caring kid gloves on them! 

LOT OF ENGINEERING GOES INTO THE MANUFACTURING OF THE BORING CRATES.

HERE ARE FEW THINGS YOU NEED TO KNOW ABOUT THEM IF YOU WANT YOUR EXHBIT TO ARRIVE IN TOP CONDITION.

“Perception is strong and sight weak. In strategy it is important to see distant things as if they were close and to take a distanced view of close things.”

― Miyamoto Musashi

Is your company considering a custom design for a large trade show exhibit? Ask yourself — what is the perception that your brand is trying to convey? What is the strategy that you are going to undertake?

Talk to us, if you are not sure how to go about this process.

It’s an important decision that should be approached as a process rather than a one-time event. You have to think long-term to successfully design an exhibit that will grow with your brand.