Always with the Negative Waves!
If you know how to read, you’re probably tired of hearing all of the bad news that gurgles out of the mainstream media lately. I think the latest thing I read mentioned that we’re in a recession - did anyone else hear about that? Oddball, AKA Donald Sutherland, said it best: Why don’t you knock it off with them negative waves!!!Trade show exhibit marketing is one of many budget categories finding itself on the “chop block” as companies adapt to new economic realities. This is not, however, a RULE across all industries, and the way that an exhibit company adapts to those leaner trade show marketing budgets decides whether exhibitors WIN or LOSE as consumers of our services. Consider this:
Today I encountered two extreme ends of the spectrum in terms of marketing budgets: A Trade Show Coordinator from “Company A” informed me that her budget had been slashed by 90%! They were scaling back from five large shows, to one small show. The Marketing Director for “Company B” assured me that they were experiencing great growth, and were now looking to triple their budget, making a dramatic and explosive marketing impact at their main 2009 show. These are two extremes, obviously, but consider that there are two different extremes among trade show exhibit companies as well:
- Companies looking to survive - handing out pink slips, cutting down on color printer usage, bidding only high-profit market opportunities, using cheaper materials and components for booths, providing less service, so as to cut down on non-essential employees.
- Companies looking to increase market-share - head-hunting for industry-renowned talent, being frugal but realistic about overhead costs, bidding on exhibit booth opportunities that might not have been “optimal” in 2007 or 2008, providing more services - utilizing existing employees to offer a greater competitive proposition for existing clients- and making every proposal “too good to refuse” when it comes to price!
These two different extremes are becoming more and more apparent as we look at our competitors in the trade show exhibit industry. The first choice presents itself as a poor option for exhibitors. Less quality is provided at or near prices seen in years past. The second choice, which this blogger is excited to be a part of, proves to be a better choice for exhibitors. A more impactful trade show marketing experience is provided for a price that blows away those who just want to “get by.”
Oddball got it right - “Why don’t you say something righteous and hopeful for a change???” We’re all positive waves!