Online ads aren’t the only thing that marketers expect to increase over the next year. While an overwhelming 68.7% of marketers expect to increase their Online advertising, 37.6% also expect their Event marketing to increase, with 49.9% seeing no change in that figure. While that isn’t an overwhelming increase in Events, it does reflect an opposing trend to many other forms of marketing. Take a look here. Budgets for radio, broadcast, and outdoor marketing are down significantly, whereas Events, Direct Mail, and Telemarketing are modestly increased.
The trends of modest increases are paired with modest increases for marketing budget through the second half of 2009, and through 2010. Budgets were slashed across many different industries for the first half of 2009. This has greatly affected the trade show exhibit business, with exhibit houses lowering prices and responding with additional services. Even tradeshow organizers and convention halls have responded with stimulai of their own - reduced booth space pricing, and some early indications that services for things like I&D and drayage may be reduced from their inflated levels. Our “The Frugal Exhibitor” segment chronicals online sources keeping tabs on the ebb and flow of tradeshow values.
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.“ (more…)
Online ads aren’t the only thing that marketers expect to increase over the next year. While an overwhelming 68.7% of marketers expect to increase their Online advertising, 37.6% also expect their Event marketing to increase, with 49.9% seeing no change in that figure. While that isn’t an overwhelming increase in Events, it does reflect an opposing trend to many other forms of marketing. Take a look here. Budgets for radio, broadcast, and outdoor marketing are down significantly, whereas Events, Direct Mail, and Telemarketing are modestly increased.