How to Create Your Trade Show Budget

A variety of factors determine a company’s budget for participating in trade shows. The endeavor can be begun by identifying the various tradeshows a company wishes to participate in. Apart from this number, the location and size of the events will have an impact on your budget.

Companies that invest in high-quality exhibits not only get superior results, but also cost advantages by using the same marketing collateral for years, says an expert at Trade Show Display, which specializes in banner printing in NYC.  

photo/Gerd Altmann

Although different companies may have different strategies for advertising at tradeshows, their budgeting processes are similar. The following are the main expense categories when exhibiting at a tradeshow.

• Marketing

The key to a successful tradeshow experience is planning. The active involvement of your brand strategy and marketing teams is imperative. A solid marketing approach that is aligned with your brand image will help to drive traffic to your display booth and converting potential customers into buyers.

Even after the tradeshow is over, you’ll need a team to follow up with the contacts garnered during the event to make the sale or firmly establish the business relationship. Therefore, you must consider the cost of marketing before, during and after the event.

• Rental Cost for Booth Space

The rental cost is determined by the size of the booth. The bigger the booth, the more impactful your presence with larger custom banners and vinyl banner printing, but also the higher will be the rental. Also, rentals are higher in NY than in the interiors of the state. So, the location of the tradeshow matters.

Another factor impacting the rental is the location of your booth. For instance, booths near the entrance and closer to the main activities are costlier, as these are high traffic spots. Event coordinators can help you decide the space that’s most suitable for you within your budget.

• Display Cost

You’ll need to calculate the cost for all the elements of your booth, such as banners and backdrops, graphics, monitors, furniture and carpets. The size of the display and materials uses will impact the cost. For instance, large outdoor banner printing may be more expensive than tabletop displays. There may be other factors, like if you’re in a hurry, you may need same day banner printing services. It is a good idea to contact an NY-based company that specializes in custom banners & vinyl banner printing, as experienced professionals can assist you in this aspect of budgeting.

• Shipping Cost

Your budget should also include the cost of transportation of all the stuff to your exhibit. There are two aspects of this.

Freight: This is the cost of shipping your exhibit materials from your warehouse to the location of the event and back.

Drayage: The freight company will deliver your items to the loading dock of the event hall. Drayage is the cost of taking your stuff from there to your booth space.

• Staff Costs

“Your booth can be the biggest, brightest destination inside a convention center, but if it’s not staffed correctly, your investment can be completely wasted,” says Margit B. Weisgal, the head of the Trade Show Exhibitors Association. Expenses for training, attire, travel, lodging and meals for your staff is a key consideration when planning your budget.

Participating in tradeshows can be a powerful marketing tool, provided you do it correctly and make good budget decisions. Banner printing services in New York can give you great insight into budgeting for tradeshows.

Author: Dharmendra