Budget Stretchers: Reduce Shows
Many of you have used show selection as an important tool in budgeting. Here are a couple of examples.
Eliminate shows which provide very few leads and minimal exposure to target buyers.
- Judy Ernstoff, Nanonics Imaging, Jerusalem, Israel
I look at several factors to establish [and affect] the budget: 1) Cost to be at show and if they will allow us to have two staffers in the booth. 2) Determine number of attendees. If you divide the number into booth cost and it approaches $1.00, or less, this is a good to very good ratio. (This is always subject to the venue layout and scope of topics at show.). 3) Cost to travel, hotel and meals for the duration of the show. 4) I ask is this a show I want a booth at or just walk the floor. There are cases where sending one person for 1-3 days to walk the floor and maintain business contacts while gaining market intelligence (Trends, Interests, Regulatory Information, etc.) works well and costs much less.
-George A. Ivey, Ivey International, Inc.
Going to regional trade shows are usually much less expensive (better bang for your buck) and you can see many customers who do not attend the national and international shows due to cost and distance.
-Aaron Robinson , Ariake U.S.A., Inc.