Recently, a client of mine asked to meet and discuss my exhibit recommendations for the
Upcoming exhibit season.
This request is in keeping with the results of EXHIBITOR Magazine’s Economic Outlook Survey for 2018. That is, that 2018 is likely to be slightly better than last year in terms of show schedules and, budget allocations.
* 30 percent plan to increase spending from last year
* 68 percent believe that their trade show display program is an investment with continual long-term results.
Most important though is for my client (who has only purchased bannerstands and literature racks) to begin with some basic questions for planning their exhibit plans.
1. What are the objectives?
2. What is the overall budget?
3. What is the quantity and, size of these shows?
4. Where are the shows located?
5. How many staff work at the booth?
6. What problems have they had in the past?
7. What displays do they presently have and, can they be renewed or, repurposed?
8. Who will be installing and dismantling the exhibit? Your staff or, a trained professional?
9. Are there any exterior shows?
Note to break down the exhibit budget detailing the different expenses. These expenses would include hotels, meals, travel, transport, graphics, labour, and associated costs.
List as well, electrical and, booth management costs, communications, booth cleaning etc.
So often, I have seen a company purchase one exhibit to use across the country or, continent, where transport costs would be far greater, than by purchasing multiple exhibits to keep in their own regions and, ship less.
Bannerstands would definitely apply here, where the cost is so little compared to repeating transport charges using couriers.
Now, we even have modular, fabric 8’x 10’ and, larger exhibits that pack smaller and lighter for easy low cost shipping. Many have options to mount monitors, shelves and, literature. And they have their own lightweight molded shipping cases.
It is important to note that one of the lowest expenses of a trade show exhibit is the exhibit design (10%) which will be used in multiple shows
The majority of exhibit costs are in the per show costs such as transport and, travel of equipment and personnel; exhibit floor space (25-35%); show services (19%); shipping and drayage (10%); promotion (10%); booth staffing and travel (20%); miscellaneous (5%).
Exhibit space Exhibit space is typically 25-35% of the total event budget. Compare your company’s trade show history and ROI in relation to your overall budget. Discuss these shows with your sales staff when determining the right amount of space to contract per event. Events often offer early registration, which can save on the cost per square foot.
Exhibit design Your exhibit design should meet the majority of your exhibiting objectives. An experienced exhibit company can save you money in the long run, by suggesting different exhibit structures that can be reconfigured, while using less material and, pack more efficiently.
Exhibit transport Consult your “exhibitor’s kit” for receiving cut-off dates. Understanding these dates can help you avoid additional fees associated with late rush or, close-to-deadline shipping.
Drayage Drayage or, material handling, is the cost for the show organizer’s labour transporting your exhibit from the loading dock to your booth space. Rates are typically based on weight and can be charged in different currencies depending on where the show is organized. This is important since drayage can be expensive and, is unregulated. A U.S. based show can add 25% to your drayage budget just in currency exchange. Incorporating lightweight materials and, smaller shipping containers – such as fabric graphics and, molded plastic cases can reduce drayage costs substantially
Discuss this with your exhibit professional for low coast solutions such as, shipping to your hotel. Remember…drayage is not a one-time cost.
Installation and dismantle services Installation and dismantle (I&D) teams are responsible for setting up and tearing down your trade show exhibit. Smaller exhibits may not require I&D, but larger exhibits often do. This can be a costly expense, so work with your exhibit solutions provider to design a smart exhibit that can save on setup and tear-down man hours.
Setup a complete spreadsheet to itemize all your expenses, calculate your budget and track your trade show spending for space, exhibit-related costs, promotions, show services and staff.
Actual costs can be compared show to show and over a period of years by both budget items and, trade show.
Calculate your ROI of your trade shows comparing costs to sales profits from show visitors.
BERLINdisplays’ experienced staff has handled exhibit and booth services since 1980, in North America and Europe.
Our exhibit team’s experience, knowledge and, industry contacts can save your company time and money while allowing you to focus on what your team does best… Marketing and selling your product!
We are equipped for long-term booth storage at our warehouse facilities in Montreal, Toronto and, Europe to further enhance booth management services. To learn more about managing expenses call or, email us at info@BERLINdisplays.com or, telephone 514-939-3600