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Determining Your Real Exhibit Costs

Determining Your Real Exhibit Costs

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.

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Determining Your Real Exhibit Costs - To learn more about this author, visit Andy Marken's Website.

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David 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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(Visit Andy's Website) G. A. "Andy" Marken President Marken Communications, Inc. Santa Clara, CA Andy has worked in front of and behind the TV camera and radio mike. Unlike most PR people he listens to and understands the consumer’s perspective on the actual use of products. He has written more than 100 articles in the business and trade press. During this time he has also addressed industry issues and technologies not as corporate wishlists but how they can be used by normal people. He has been a marketing and communications consultant for more than 30 years involved in the wild early days of the Internet/Web, heyday of the videogame industry and the maturing professional and consumer video industries. His experience includes years with Internet pioneer CERFnet, TCG and AT&T. Andy has worked in the software, Web 2.0, video and storage industry with Panasonic, Philips, Dazzle, Atari, NTI, ADS Tech, Pinnacle Systems, CyberLink, InterVideo, Ulead and Verbatim.

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