What is the Object of Exhibiting?
Some would have you believe that saving money is why exhibitors shell out tens, hundreds, or even millions of dollars in order to exhibit at their next big trade show.
Aside from the absurdity of that statement, there’s the lingering fact that many approach their trade show exhibition program with the very premise: Above all else, we need to save money on this year’s show. Is that correct because we’re in a recession? Is it correct because trade shows are so darned expensive? How could that ever be true?
The sole purpose for your trade show booth is to attract attendees on the convention hall floor. That is the only reason an exhibit program exists, and all other reasons flow from that goal. Trying to sell widgets? You need to attract attendees to your booth. Aiming to increase brand visibility? You need the attention of attendees to get that. Hoping to build relationships with new and existing clients? They need to realize you’re at the show. The attraction of attendees to your exhibit display is the underlying motive that should be exuded throughout your exhibit.
One good nugget that can be wrestled out of our “Frugal Exhibitor” post comes from Candy Adams, “The Booth Mom“:
“2. Never make a budget cut where an attendee will see it. Regardless of how much you have to pare out of your show budget, always keep in perspective that image is everything, and a tacky, outdated exhibit speaks volumes about your company.“
Attention to your booth needs to retain the image you want your company to be perceived by. If your budget is lacking, there are other areas through which that disparity can be made up: smaller booth footprint, identify an element within your exhibit that can be sacrificed (e.g. - maybe skip the meeting room, or have employees leave their briefcases or other bags at the hotel to eliminate a storage room within the booth, consider the savings on rigging accomplished by swapping a hanging sign for a pair of 20 ft. exhibit towers), or consider if there are employees attending a show who play non-crucial roles (of course, this may not be your decision to make, but it may be worthwhile to consider).
In 2009 every exhibit house is offering discounted deflationary product pricing, and most are bolstering their value proposition. Ultimately, however, an exhibitor who wants to save on their exhibit, above all else, will find that there are some very cheap exhibits available in this marketplace. Attendee attention to your booth may be diminished or devalued, but you will have achieved your goal. Is that what any exhibitor wants?
Tags: booth size, exhibit sense, hanging signs, marketing in a recession, saving money on exhibits, trade show blog
June 2nd, 2009 at 3:15 pm
I like the ideas on where you can prioritize - a lot of times the budget isn’t in my control, so I’m just trying to get as much booth for as little money. I know it seems like I’m a cheap exhibitor, but I tend to think taht I don’t have any control over the budget anyways.Of course our goal is to get as much visibility and sales, but my job is to get as much booth as possible for the least invested. Do you get my point?
June 2nd, 2009 at 8:14 pm
Very good point, your posts are so interesting.