How To: Decrease Trade Show Expenses and Still Increase ROI
by Christina Lee on August 12th, 2009
Considering the networking and promotional possibilities offered, trade shows have always been well-recommended to small business owners.
But with economic recovery still in progress, all of the individual expenses that come with attendance appear to add up to one costly marketing strategy. Still, with each expense also comes their one ways to save, while still increasing your return on investment (ROI).
Your Display
First, the cost of your trade show display should not empty your wallet. If you plan to attend just one trade show this year, look into renting a display instead of purchasing. But if you attend to showcase at more, a modular display with a number of visual options will end up being more cost-efficient.
Whether you choose to rent or purchase, opt for a display made of today’s lightweight options “The big thing with lowering costs is starting at the beginning,” said Adam Brodsley, co-founder of Volume, Inc., to Tradeshow Week. “Overall, one of the big things that affects everything from beginning to end is a lighter-weight exhibit.”
For instance, Volume, Inc. offers sustainable mesh made of recycled bottles, which can drop the cost of display fabric from $120 to $30 per square foot. Evaluating your technology can also help you cut costs while still providing visual interest, as it offers the smaller flat-screen option. Either way, lightweight options can still offer eye-catching results, thanks to many options and perhaps money spared for graphics.
Your Promo Campaign
Of course, your presence at a trade show will never result in profit if no one knows of it. These days, increasing traffic at your trade show booth can cost very little thanks to possibilities offered by the Internet. And while your e-mail newsletter can certainly get the word out to your loyal customers, hosts like PRWeb circulate the news to the world beyond.
If you can budget less money but more time to prepare, try sending such a release to individual trade show press. The key to seeing your story published is to make it newsworthy – and to to this, note how new products and services will be demonstrated at your display.
Your Giveaways
Showering trade show traffic with giveaways could either have its momentary or lasting rewards.
Some – like pens, notepads, and itty bitty toys – may appeal to attendees at first, perhaps solely because they are free. But with such giveaways, attendees may not even remember why your products and services are worth purchasing.
Above all else, trade show experts recommend creating booklets that explain your products and services. Such can be used as reference materials long after the trade show ends, and any leftovers can even double up as direct mail marketing.
No matter how you decide to cut your expenses, remember that how you treat this year’s trade show could either convey a priceless message or cost you dearly. Forego a trade show you would normally attend, and prospects or competition may end up questioning your business’s wellbeing. On the other hand, attendance – even on a smaller scale – will show that you know how to run business as usual.
We are going to export California wines and are planning to attend trade shows abroad. This article gave us great ideas.
G-Imp/Ex Enterprise
August 16th, 2009
at 3:07 pm