A trade show is a great way for a company to increase exposure and increase brand presence…but there’s typically a huge investment required. In 2012, companies arecontinuing to exhibit at major shows….. but are on limited budgets. There are many ways for a company to reduce the exorbitant costs and still make an impact at the show.
As a marketing consultant, my job is to listen to clients’ needs and make recommendations to help them achieve their goals within the marketing budget. Trade shows continue to be an important part of the marketing mix and should not be ignored. Companies should continue to exhibit at major industry specific shows…but follow the tips below to reduce the overall cost of exhibiting.
Tips to Cut Your Trade Show Booth Spending :
- Booth Sharing – This concept has become popular in 2011 and continues in 2012. A company can share booth space with a non-competitive company and split the booth costs. This can cut costs by 50%. Each company can work their side of the booth and be responsible for graphics and product demos. If you are the type of company that does not want to share your exhibit space…read on for further cost saving tips!
- Reduce the Size of Your BoothSpace– A great way to reduce your costs is to reduce the size of your booth. Is it really necessary to have a 10 x 20 booth or larger just to impress your competitors? You can still have a successful show and be in a 10 x 10 booth. In addition, to saving thousands on the booth cost, this option eliminates the need for additional booth staff…..which in return cuts your travel expenses.
- Consider Second Hand Displays– If you can’t afford a brand new top of the line booth, another option would be to purchase a refurbished second hand display. Of course, you would need to pay for the graphics…but you would save on the booth printing costs.
- Use Lightweight Trade Show Exhibits – You can reduce shipping costs by using lightweight materials to ship. Pop up displays are an excellent option because they are extremely lightweight and come in a variety of shapes and sizes. If there are items that don’t need to be shipped and can be carried by you to the event, then that will also be cost efficient for you.
- Keep Your Booth Paperless – Do not print and bring company brochures. Instead bring a laptop and show a presentation at your booth. Only send brochures to qualified leads as a follow-up after the show.
The good news is that trade show booth traffic continues to increase in the new year. Companies are seeing a return on investment and understand the value of not missing out on the major industry events. Exhibiting at trade shows is a HOT item in 2012. Hopefully, these tips will allow companies to continue exhibiting at the major events and not be left out in the cold!
Monique Merhige is the President of Infusion Direct Marketing & Advertising, Inc. She has over 15 years of marketing communications experience with technology companies ranging from small service firms and equipment manufacturers to a 1.5 Billion dollar division of Motorola. Infusion is a marketing consulting firm that specializes in the security industry and delivers marketing solutions that include Public Relations, Direct Marketing, Branding, Collateral Development, and Social Media Marketing. Visit: www.infusiondirect.com or call 631-846-1558
About Monique Merhige
Infusion Direct Marketing's founder Monique Merhige has over 15 years of marketing communications experience with technology companies ranging from small service firms and equipment manufacturers to a 1.5 Billion dollar division of Motorola. Monique is an Adjunct Professor of Marketing at Dowling College in Oakdale and Brookhaven. She holds a Bachelor Degree in Marketing and an MBA in General Management.