Budgeting and Measurement

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.

With a pandemic changing the course of the world, naturally, it also 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.

Trade shows may be at the top of the list for many dealing with rerouted business plans. Whether it is deciding if trade shows even fit in the budget this year, cutting costs, or modifying marketing, changes are happening. Here are a few big aspects that go into planning a trade show that might seem like a no-brainer to cut out but hear us out on how to stretch your budget and make it work before jumping to any conclusions!

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.

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

You do not have to have a big budget to make a big impact. You do have to ditch the status quo and create a culture of pressing change and renewal.

DISRUPTION COMES AT A PRICE

If you want to tout yourself as a disruptive brand, you know 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, but the reality is that there are situations where a traditionally built custom exhibit is the right decision.  

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.

When we surveyed exhibitors most of them justify their presence at trade shows via lead counts, the opportunity to build stronger relationships, and saying they are “increasing brand awareness.”