Experts Teach You How To Cut The Exhibition Budget

When you want to cut your exhibition When budgeting, the first principle is what you want to keep

Cutting the exhibition budget is a dilemma. The management of the company will only ask you to cut the budget, but they will not have clear instructions on what items should be retained and what can be cut. This responsibility is borne by the person in charge of the exhibition. This is not an easy thing, because if you make a wrong decision, it may affect your work first.

For some companies, a party is as indispensable as a skirt hem; For other companies, receptions are necessary to establish and maintain customer relationships, so they cannot be cut down. The press conference is an unnecessary luxury for some companies, but for others, it is an important part of the company's strategy to keep the media constantly paying attention to the company's new products and services.

No matter what industry enterprises and their exhibition strategies, we can learn something from the following mature budget laws, which are important laws of budget reduction summarized from many experiments and mistakes.

Budget that can be cut

Before we discuss what expenses must be paid, let's see what expenses are easy to cut. There are several ways to choose.

1. Minimize the cost of gifts

The on-site exhibition managers may complain about this, but they will understand. In any case, a gift will give you the idea that "this person may not be our target customer". An expert who was once in charge of the exhibition of Intel Corporation believes that he managed Intel Corporation's exhibition projects from 1992 to 2000. Intel spends from $5000 to $30000 on gifts at exhibitions, especially at some large exhibitions, such as COMDEX. If your company, like Intel, attends more than 20 exhibitions a year and gives out corresponding gifts, the cost saved may reach six figures.

Even if you don't attend so many exhibitions, you can also calculate the cost saved on gifts: according to a recent survey, gifts are typical expenses to increase the budget, often accounting for 8-12% of the exhibition budget. Intel spent about US $30000 on gifts when participating in COMDEX, accounting for 1.5% of the total exhibition expenses.

2. Reduce the cost of booth cleaning service

On some small booths, for example, 10 × 10 feet, 10 × 40 or 20 × The 20 foot booth is generally cleaned by the employees on the booth. On some large booths, such as 40 × 50、50 × 50 or 50 × For the 70 foot booth, there may be special cleaners to clean the garbage or waste. However, experienced managers will ask the cleaning workers to clean the booth when it is just built, instead of having someone to clean it every day. Because after the first day, the booth cleaning work is often very little. Some companies can save an average of US $1800 to US $10000 a year on cleaning costs per exhibition, without reducing the level of booth activities.

3. Do not rent plants

From this you can save $250 to $1800. Some companies can save 5000 dollars a year, and the booth will not appear lifeless.

4. Less telephones on the booth

Only if the phone on the booth can meet the needs. It usually costs 250 dollars to pull a telephone line on the booth. If you install a few fewer telephones, you can reduce a lot of expenses. The advantage of less telephones is that it can reduce the number of unauthorized long-distance calls made by your employees.

Irreducible expenses

Every experienced exhibition manager will have his own classic principles to decide what expenses are necessary, and exhibitors can learn more from these experiences.

1. Ensure stability and continuity of work

This is a magic weapon to win the exhibition. A senior marketing communication manager believes that exhibitors must ensure the relevance of the exhibition work year after year. If we don't pay attention to this rule, our work will be full of uncertainty. Tracking customers after exhibition will enable you to know what exhibitions are highly rewarding and what exhibitions you can not attend. If the exhibitor fails to track the customer information once, it may take several years to restore the information next time and cost hundreds of thousands of more money.

2. High level sales team gathering

This is a very critical experience. As an exhibitor, you must spend time with customers. You can't reduce the opportunities for customers to meet with your management, key sales personnel and marketing personnel. Trade shows are an effective way to communicate with customers. For example, at Comdex, Intel's market analysts will interview more than 100 customers from all over the world. If you want to send a senior manager to the customer's place to meet, it will cost about 5000 dollars per trip on average. On Comdex, a manager can meet 25 important customers, which can save about 100000 dollars. It is difficult to estimate how much money can be saved by meeting with customers at the exhibition. Imagine how much money would be saved if 10 senior executives met 100 customers at the exhibition. It is estimated that trade shows are a very cheap opportunity to contact customers.

3. The exhibition and promotion expenses of key products are indispensable

The release and publicity expenses of key product information are indispensable. The exhibition site is an important place to release product information. Of course, the news media can do the same, but customers cannot see the product or experience the new product. However, not all exhibitions can make customers have an intuitive understanding of the company and its products. Experienced exhibitors will spend a sum of money to hire trained professionals, who can display the company's star products in the most effective way, and get the most feedback in the least time. This budget cannot be saved.

4. Hospitalize customers

One of the main reasons for participating in the exhibition is to make your customers happy. Therefore, the cost of hospitality cannot be reduced. Exhibitors may need to hold some wine parties or activities to strengthen the relationship with customers. An exhibitor said, "Customers are the reason for our participation and business.".