If you are entering the trade show arena for the first time, and you have been assigned the task of purchasing a new exhibit, then I would like to offer you some helpful, yet counter-intuitive advice prior to determining your purchasing budget.
Many people often make the mistake of purchasing just one main exhibit for all their events ‘to save money,’ when actually purchasing at least two or more exhibits may be the most cost effective route to take. I know, you’re saying to yourself, “Of course that’s what you would say! You sell trade show exhibits!” Well, I promise you this is good advice!
Take these 3 steps to see if you need more than one trade show display:
- First, rate your shows according to importance. This may be determined by a number of factors that only you and your company can identify. For starters, create two tiers – primary for your most important shows and secondary for your other events.
- Second, rate your shows according to the length of the show by number of days. Maybe you have several one day events or even a couple of targeted shows that may only be a couple of hours in length and the cost of sending in the big guns just isn’t justifiable.
- Third, identify conflicting show schedules and dates. If you have an event on the east coast that ends on a Tuesday and your next event is the following Thursday on the west coast, make a note of it.
What you learn from this exercise may surprise you. Say you have your most important show and you obviously are planning on having your primary exhibit on display. Well, your next event is a second tier show and it happens to be only a day or two after your main event – and it is a thousand miles away! The operating costs associated with transporting your main exhibit from point A to point B may well exceed any perceived value you were hoping to recoup from attending this event in the first place. Perhaps a smaller, simpler exhibit can be shipped to the lower tier event in pace of the main one – and at a less accelerated and costly rate. You may find that the cost of a secondary exhibit alone may be far less than just the operating costs you would have incurred from rushing your large exhibit across the country.
So you get the point. This is just a helpful suggestion to conduct an exercise of this sort to help you plan your show schedule and determine a purchase budget for ALL of your exhibit needs. You’re well on your way to successful exhibiting!