Keeping Your Exhibition Stand in Budget
The essential checklist to keep your exhibition stand in budget
If you're planning a trade show for 2019, you should know that Exhibition marketing is one of the most invaluable tools in the marketing mix. According to the Centre for Exhibition Industry Research, 99 percent of marketers believe B2B exhibitions offer a unique value not provided by other channels, and exhibitions take up close to 40 percent of total marketing budgets.
However, before you can actually set your exhibition marketing budget, theres a few things you will need to consider, the various different aspects that go into exhibiting. We have compiled an essential budget checklist for exhibition stands and services, so that you avoid being caught out by any surprise costs.
1. The Exhibition Space
The exhibition space at an event is the first cost to consider. The average exhibition space allocated to marketers is 100 square feet, depending on your plans and goals, you may need more or less than this which will reflect in your total budget.
2. Stand Design
Next, you need to think about the different types of exhibition stands and the various design elements you want. The most popular options are modular exhibition stands, which are cost-effective, reusable and easy to set up. However, if you want to pack a bigger punch, you may need to pay more for a custom built stand. Put up some printed artwork, contemporary vinyl covering, blown vinyl or a wall mural to complete the look.
3. Exhibition Prints
Another important consideration is the value of printed graphics and your message. Big, bold and informative are the most effective way of getting the message across. You want to target the person at the front of the queue and the back of the queue. Considering Posters, Roller Banners, PVC Banners, flyers and other printed graphics to really make your message stand out.
4. Exhibition Transport
In addition to the cost of the stand and associated services, you also need to actually get all of the equipment to the location. As a result, you will need to factor in the cost of transport to and from the venue. Typically, it will cost less to transport portable roller banner stands and compact posters compared to custom stands.
5. Staff Wages
Who will actually work at your stand or booth? The next budgetary consideration involves the staff. The number of workers, their salary, refreshments? Do they need accommodation? and transportation, how are they getting to (and from) the exhibition?
6. Marketing Before the Event
Approximately 70 percent of trade show attendees plan a list of the booths they wish to visit in advance, which highlights the importance of pre-event marketing. You will need to allocate money towards these efforts, so that you can reach out to people via social media, traditional advertising in trade publications, etc.
7. Takeaway Handout
Another budgetary consideration should be handouts like leaflets, business cards, catalogues and other literature.Furthermore, you may also wish to give out samples of some of your products, so that attendees can try before they buy.
