Determining Your Real Exhibit Costs
Determining Your Real Exhibit Costs
Rather than looking at your trade show efforts as an expense, view them in terms of investments just as you do media advertising, sales literature, direct mail, and publicity. Many people address trade shows with "what's the smallest amount of space we can use this time?” instead of "what is the most effective method of presenting our message?"
Almost anyone (except heavy equipment or mainframe manufacturers) would be able to get by with a 10x10 (sometimes 8x10) booth. But would it be the right platform for your products, your company, and your message?
Once you have determined the amount of floor space required, determine how to use the space to its fullest. The variations are numerous and they ultimately affect the cost.
To determine your exhibit budget, what kind of selling will you be doing in the booth? Will you be handing out only literature? Will you be carrying on demonstrations? Will you be conducting semi-private meetings? Will you be spending considerable time with a few groups at the show?
What kind of graphics do you have planned? Signage? A-V presentation? What mood do you want to establish?
Once you have the floor plan, selling message, product requirements, and graphic needs spelled out; you can begin to compile your budget.
Depending upon your preference, you can work with your agency, exhibit designer/contractor or directly with an exhibit builder.
As a rule of thumb, you will probably get two years of show life out of your booth. This is assuming you participate in four to six shows a year, have the exhibit well-crated and shipped the best way possible and provide adequate instructions for setup and dismantling.
For a booth of moderate quality (not outstanding, but tasteful) expect to spend $2,000-$4,000 a linear foot (booth, graphics, special effects, etc.). Good crating will cost 25-30% of your booth cost. Since booths and crates take a terrific beating in transit and during setup, skimping here can be false savings.
To avoid overtime charges and yet get the product you want, expect to spend three-plus months from initiation to completion.
The above planning and budgeting considerations are based on original booth. However, options are available:
* Prefabricated knock-down displays
* Prefabricated panel exhibits
* Prefabricated free-standing exhibits
* Rental units from the show exhibit company
* Used/refurbished displays
While these will skew the budgeting, the same thought process has to be used to determine if you can or want to use one of these alternatives.
Whichever way you go, consider the image you are projecting and the image of your competition at the show. Couple this with the task you want to perform at the show and you can arrive at a realistic budget.
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Determining Your Real Exhibit Costs - To learn more about this author, visit Andy Marken's Website.
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Some people have put together formulas on the cost-per-person per show. Others try to trace actual sales to contacts made at the show. Others use a mixture plus a strong dose of gut-feel. The latter is probably most typical.
Rather than looking at your trade show efforts as an expense, view them in terms of investments just as you do media advertising, sales literature, direct mail, and publicity. Many people address trade shows with "what's the smallest amount of space we can use this time?” instead of "what is the most effective method of presenting our message?"
Almost anyone (except heavy equipment or mainframe manufacturers) would be able to get by with a 10x10 (sometimes 8x10) booth. But would it be the right platform for your products, your company, and your message?
Once you have determined the amount of floor space required, determine how to use the space to its fullest. The variations are numerous and they ultimately affect the cost.
To determine your exhibit budget, what kind of selling will you be doing in the booth? Will you be handing out only literature? Will you be carrying on demonstrations? Will you be conducting semi-private meetings? Will you be spending considerable time with a few groups at the show?
What kind of graphics do you have planned? Signage? A-V presentation? What mood do you want to establish?
Once you have the floor plan, selling message, product requirements, and graphic needs spelled out; you can begin to compile your budget.
Depending upon your preference, you can work with your agency, exhibit designer/contractor or directly with an exhibit builder.
As a rule of thumb, you will probably get two years of show life out of your booth. This is assuming you participate in four to six shows a year, have the exhibit well-crated and shipped the best way possible and provide adequate instructions for setup and dismantling.
For a booth of moderate quality (not outstanding, but tasteful) expect to spend $2,000-$4,000 a linear foot (booth, graphics, special effects, etc.). Good crating will cost 25-30% of your booth cost. Since booths and crates take a terrific beating in transit and during setup, skimping here can be false savings.
To avoid overtime charges and yet get the product you want, expect to spend three-plus months from initiation to completion.
The above planning and budgeting considerations are based on original booth. However, options are available:
* Prefabricated knock-down displays
* Prefabricated panel exhibits
* Prefabricated free-standing exhibits
* Rental units from the show exhibit company
* Used/refurbished displays
While these will skew the budgeting, the same thought process has to be used to determine if you can or want to use one of these alternatives.
Whichever way you go, consider the image you are projecting and the image of your competition at the show. Couple this with the task you want to perform at the show and you can arrive at a realistic budget.
##################
Determining Your Real Exhibit Costs - To learn more about this author, visit Andy Marken's Website.
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David BarrDavid Barr is the President of Venture Opportunities, Inc. David has been a professional business broker/intermediary since 1980 focusing on General Business Brokerage and Mergers and Acquisitions representing client transaction value from $400,000 to $20,000,000. Mr. Barr has handled the sale of over four hundred and fifty companies. David earned a university degree from the State University of New York majoring in economics and business. David holds the Mergers and Acquisition Master Intermediary and the Certified Business Intermediary designations from the International Business Brokers Association. He is also a Senior Business Analyst and a Texas licensed Real Estate Agent. For more information about David and Venture Opportunities, visit www.bizdealmaker.com. - Visit David Barr's Website |
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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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