We all want to save money when and where we can. Here are a couple of areas for consideration as you are planning your next trade show.
Just like booking airline tickets in advance and experiencing significant savings, that mentality should extend to your trade show plans as well. One huge area of savings will be in the exploration of the exhibitor services manual.
Savings via the Exhibitor Services Manual
Almost every service offer early which is ordered early has some type of savings, 10 % – 20% – 30% and more. These savings apply to almost everything offered in the manual.
Graphics and signs are especially costly if ordered at the last minute. In fact, they can be 50% or more!
Let’s discuss graphics outside the exhibitor services manual. Using generic graphics for your show versus custom graphics can save you a lot of money. And another savings point - where possible use stock photos.
Promotional Opportunities
The show wants every exhibitor to promote themselves and has multiple offerings. Some are free and some have a price tag associated with them. These offerings allow you to extend your brand with the show audience and beyond.
One main item is a listing in the show’s exhibitor directory. I have seen far too many exhibitors who provide the bare essentials and not take advantage of the additional space to describe their products and services. Sometimes long after a show is over, a prospect from the show is reviewing the material they received at the show. They might be looking for your company and what your product and/or service does but they have little or no information to go on – because you were too busy to fill out that form. So they move on to the competition because that company cared enough to have all the pertinent information available.
If a show offers free invitations for admission, every exhibitor should take advantage of it. The pre-show mailing can have customers and prospects destination bound to see you at the show.
There are other opportunities like getting the post show attendee list, if you have filled out the proper forms before the show.
The exhibitor service manual can be a treasure trove of possibilities – if you take advantage of them!
Lighten Up the Booth Property
You may want to consider renting a lighter weight booth or having a convenient modular booth structure. The heavier your booth property – the more costly it will be.
Literature
Don’t send literature to the show! Most of it is thrown away. Have selected pieces available for key prospects and customers. Send the specific literature to the attendee afterward and start the lead follow-up process. Make sure their requests for specific information is translated into a follow-up email or direct mail piece.
Save Your Sanity – Ask Questions!!
This wise advice – keep in mind that each question answered in advance is one less problem to be solved on-site. And there could be some cost savings too.
So ask your questions – both the show and the official services contractor want to help you. It is in their best interest because a satisfied customer will most likely return next year.
