Business
Smart ways to cut costs associated with trade show displays without diluting your marketing message

Smart ways to cut costs associated with trade show displays without diluting your marketing message

Setting up trade show booths and banner stands has long proven an invaluable tool for businesses of any size and industry looking to deepen and strengthen their connection with current and potential clientele. Few other marketing methods can truly compare to trade show exhibits when it comes to pure face-to-face engagement statistics. For decades, companies have set up booths at trade shows and successfully worked in the room to collect leads, network, look at competitors’ products, and approach — and even close — deals.

Economic effect on trade show exhibits

Despite the undeniable marketing impact of a trade show, the current turbulent economic climate has certainly affected companies looking to participate in these events. Unsure of absorbing what can be extensive overhead during marketing conventions and seminars, companies that have never participated are reluctant to start at this time in business history. Similarly, companies that have long used banner stands and stands feel compelled to opt out of the practice in an effort to remain fiscally responsible.

Despite the fluctuating and struggling economy, setting up trade show booths and banner stands can still make excellent business sense for businesses of all walks of life. Yes, there will be some unavoidable costs and fees throughout the process. However, the promotional results obtained by attending promotional events may far exceed the overhead and expenses incurred. Best of all, there are some easy-to-implement tactics and techniques to cut costs without diminishing your company’s overall marketing mission.

Key Ways to Minimize Expenses

When looking to cut costs at marketing conventions, the first place to look is at the trade show booths themselves. For businesses that have never invested in booths and displays, a portable booth can provide an ideal, cost-effective solution. Less expensive than full-size models, these smaller stands still pack a big-scale marketing punch. Best of all, portable stands save money and shipping costs and can be set up by in-house staff at the event, rather than a professional company that can charge a hefty fee.

Strategizing specific events to participate in throughout the year is also a great way for businesses to cut overhead. Instead of attending each and every annual expo, plan ahead to determine the exact features that promise to deliver the best return on investment. Keep in mind that choosing events that will be held closer to airports, train stations, and shipping facilities can also help alleviate the cost of not only shipping costs, but also general staff transportation costs.

The cost of gifts can also add up pretty quickly. Attendees definitely gravitate toward a good giveaway, so don’t cut them out entirely. However, the strategic selection of smaller, functional and purposeful items can still grab the attention of the crowd while maintaining a constant focus on budget.

Finally, while it may be tempting to fill your booth with employees, this can be prohibitive when you consider event attendee fees, travel expenses, etc. Instead, select only the most relevant and presentable staff members to attend and really maximize savings.

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