8 Line Items of a Trade Show Budget

Budget Guidelines for Trade Show Marketing

B'techa didn't know - Trade shows are the second largest expenditure of corporate marketing dollars in the US. Only the field salesperson costs a company more.

How much of that money is wasted? Oodles - if you don't know what you're doing and how to track it.

Clients often ask, "How much does it cost to do a trade show?" It can be a little or a lot. Remember - a tabletop show at a Chamber of Commerce networking event will cost you significantly less than a 10-day international event, but these EIGHT major components are good guidelines in budgeting.

1. The Rent on your Space - The only constant in trade shows is the real estate -that piece of gray concrete you rent. Some shows are priced by a flat fee. Most are priced according to a square foot (sq. meter) standard for the show. Generally, it's 10sq ft or 3sq meters (about 100 sq. feet). Prices will range from $10-$100/sq ft, or $1,000 to $10,000 per space. Check your calculations carefully.

2. On-floor Expenses - Anything that requires labor or utilities for your exhibit. This includes all labor (i.e. - I&D installation and dismantling - to setup and tear-down your exhibit) and utilities - electricity, gas, water, compressed air, etc.

3. Your Exhibit, Graphics and Accessories - All of the physical parts of your exhibit, including design fees and production, and crating.

4. Freight and Drayage - These can be confusing terms, so here is the easy way to remember. Freight is how your exhibit gets from anywhere (your office, warehouse or another show) to the current show's loading dock. You can put it in a car, send it by plane, ship, bus or truck. Drayage, on the other hand, has a very specific meaning. It is only the movement of your exhibit from the loading dock to your exhibit space and back to the loading dock. Then "freight" takes it from the loading dock to its next destination. Drayage can be the most expensive word you don't know.

5. The Cost of Your Time - If you weren't at the show, what would you be doing? Consider there are now three workloads you carry when you exhibit

* the work you are doing at the show (booth duty, seminars, networking, meeting with clients, etc.)

* the work you have at your office - if you're not there, who is doing your work?

* the Internet work - I'm seeing more people spending hours after the show making doing business via email and cell phones..

6. The Costs of Travel and Entertainment - From the time you leave until the time you return, you're spending money. Keep careful track of T&E expenses for you and your staff.

7. Promotions and Advertising BEFORE the Show - The really smart exhibitors know that trade shows are not isolated marketing events, but part of a continuum of sales and marketing. For example, your ad in the trade publication for the three months prior to the show may be part of your general advertising budget or a special ad just to announce your attendance at the show. In this category include premiums, show specials, ad specialities (giveaways), dealer incentives and other promotions.

8. Promotions and Advertising AFTER the Show - Here's a scary thought. EIGHTY PERCENT (80%) of leads aren't followed up. Forget the advertising and promotions, just send a simple Thank You note within a week of the show. Follow-up with phones calls, appointments and whatever else in normal in your sales cycle.

All of these eight items cost you money, but the most expensive is #8 - if you don't consider your sales cycle and follow-up properly - then #1 through #7 are wasted.

Julia O'Connor - Speaker, Author, Consultant - writes about practical aspects of trade shows. As president of Trade Show Training, inc,, now celebrating its 10th year, she works with companies in a variety of industries to improve their bottom line and marketing opportunities at trade shows.

http://www.TradeShowTraining.com -- 800-355-3910

---

Run a Productive Business From Your Car-Office

The way we do business has changed dramatically over the... Read More

Producing Premium Performance

One of the major issues that arises in managing a... Read More

How to Beat the 80/20 Rule in Sales Performance -- Part 1

Business executives and sales managers frequently bemoan "80/20" performance on... Read More

Discounting Your Way Into Sales Oblivion

I don't even like saying the word d---------g. I have... Read More

Seven Deadly Sales Mistakes That Cost Business Owners Big Money - And What To Do About Them

1. LOOKING for a "quick fix" to close more sales... Read More

The Art of Sales (And Tips On How To Manage Your Sales Team)

Selling. Cold calls, introductions, interviews, appointments, proposals, referrals, call cycles,... Read More

Offer Package Deals To Increase Profits And Sales

An effective way to increase your profits and sales is... Read More

Keeping Your Sales Team Motivated

Sales managers frequently approach me for advice on how to... Read More

Commodity Sales Prospecting - How to Stand Out From Your Competitors

I have received a number of requests for advice from... Read More

The Art and Science of Managing Expectations in Selling

It is very easy to fall into a trap with... Read More

How Do I Manage Workplace Conflict?

Workplace ConflictConflict is an inevitable part of business life and... Read More

Energize Your Organization

No matter what you do, it seems, your employees do... Read More

The Effective Executive

What does it mean to be an "effective executive"? Well... Read More

Snowflakes Improve Holiday Sales

Snowflakes are beautiful!For the Winter Holiday sales season handcrafted snowflakes... Read More

Whats a Professional Sales Manager?

I was in the depths of a major depression. As... Read More

We Will Make It Back----- A Fictional Story Based on Fact About Sales Management Success

Bill Borders stepped up onto the podium. He had just... Read More

Generous Donor Refused (how qualified business slipped away)

Generous Donor RefusedPicture this. You are a fund development director... Read More

Is Your Sales Trust Factor High Enough to Win Against the Competition?

How high is your sales trust factor?Is it higher than... Read More

Train a Winning Sales Team: Rounding Third and Heading for Home

Although I never met the man, I imagine Lou Boudreau... Read More

Raise Concern About Sales Competition, Not About Yourself

As you are reading this sales article, read very carefully.... Read More

Online Sales: Secret To Increase Your Sales By Bundling Your Products

Microsoft has used this online sales secret to become a... Read More

How To Become A Better Sales Manager

YIPPEE! Kendra won, or should I say, "She was hired,"... Read More

Profitable Relationships: Is It Amateur Hour or King of the Hill?

"We're in the relationship business?...airplanes are what we use to... Read More

Sales Coaching... Fact or Fiction?

The old adage in selling has always been, "Find out... Read More

Getting Off The Advertising And Sales Rollercoaster

Seeing the results of advertising your business can be like... Read More

What Is A Proposal? And Why Do You Need One?

Do you know anyone who regularly wins bids? Or can... Read More

Sacking Clients: Brand Power Wheel

Remember in the last message we talked about your directional... Read More

Retail Operations - Effective Branch Manager Support and Guidance

Performance and behaviour management is by far the most difficult... Read More

Speed-up Your Sales Cycle

This week's article is my response to a question by... Read More

How to Increase The Sales Of Promotional Products

I have searched for a new way to increase the... Read More

5 Secrets to Managing Your Sales Manager Productively

Many people believe that the main reason for representatives leaving... Read More

Are Your Sales Meetings Boring?

Many sales meetings are boring and a waste of salespeople's... Read More

10 Things to Help Your Business When Sales Are Slow During the Holidays

Twiddling your thumbs and waiting for some business to come... Read More