There is a continued demand for value in today’s exhibiting environment. Major purchases now pass through four to five key decision makers, not just one decision maker as in the past. This means the salesperson at the exhibit booth space has more people to educate. Exhibitors are demanding metrics and want to measure performance if they are spending valuable trade show dollars to exhibit.
Many companies are asking what are fixed and what are variable expenses for the exhibitor?
Travel and entertainment are variable expenses (15.1%) and are dependent on the number of people sent to the show, hospitality, and so on. Many companies can cut costs here. Exhibiting companies tend to zero in on exhibit design and try to find ways to stretch their dollar. Exhibit design (11.1%) is one of the lesser costs when planning for your overall show cost. There are opportunities with portable and modular products to help stretch the exhibitor’s investment in a display. The other factors to consider are Shipping (10.7%), Promotion (7.4%) and Other, also known as miscellaneous expenses (4.9%) when planning you’re your next trade show. All of these factors go into planning and great trade show experience for your company. Knowing how and where your money is spent when at a trade show will help you to focus your resources to get the best results.