For many businesses exhibiting at a trade show can be the single most expensive element within their marketing budget and therefore an easy target for cutbacks.
However, an experienced marketer will appreciate and understand that exhibitions can provide a unique platform for achieving credible sales and marketing objectives all under the one roof. Even in the current economic climate it would be remiss to discard the exhibition plans from the overall marketing strategy.
Lighthouse in conjunction with Bray Leino looks at the best ways for companies to make their money go further when planning an exhibition stand so that your exhibition know how not only helps you get the exhibition site and stand you wanted, but the sales leads you anticipated.
As with any major project the first rule is to start the planning process early. Never underestimate the time needed. By setting clear objectives and planning early, companies not only reduce staff stress levels but early stage planning will also save on expenses later in the day. If everything is left to the last minute, the end billing is likely to be much greater! It happens.
Gavin McAlley of Lighthouse explains why it is essential to start planning well in advance: "Exhibiting at a trade show is undoubtedly an expensive project, particularly if it is overseas, yet when done well, exhibiting can be one of the most effective ways to communicate and sell face to face; afterall visitors would not have spent the time and money to attend the exhibition if they weren't serious prospects."
"Visitor numbers may be down on previous years but those who do attend are more likely to have a genuine interest in your company - taking time to talk to 10 qualified visitors is better than 100 unqualified."
For many businesses, working together with a professional stand contractor can result in significant cost savings. Lighthouse works in collaboration with Bray Leino, an experienced international stand contractor, which helps its clients get more for their money.
Julie Start, of Bray Leino, said: "In the world of exhibition suppliers there is no such thing as cheap and fast. Businesses should try and allow at least three months planning for the physical requirements of their stand so as to avoid paying extra for rushed jobs.
"As a general rule of thumb, companies should budget the same amount to fill the space with a display as was spent on the floorspace itself. If your budget does not allow you to create the presence you feel worthy of your brand, then consider reducing the size of your floor space. It's much better to exhibit in a sophisticated way in a small space then fill up a large space with a sparse and low cost display."
Find our more with our Exhibition Planning Snapshot
