Budget Conscious Decisions
“If it’s not broken then don’t fix it.” A popular saying for a reason. Unfortunately putting that phrase to work when it comes to marketing can hurt you in the long run, especially while budgeting. The end of the year, while planning a new budget, is the perfect time to assess your show program and ensure you’re being mindful in your decisions.
Outsourcing Creative
In-house creative departments are becoming more common. With knowledge of your products or services, this group of talented individuals can represent you better than any independent marketing firm.
In-Booth Rentals
Some rentals make more sense than others. Renting tables, chairs, or lounge areas will always be more economic than shipping full sets of furniture. It may seem easier to rent a monitor simply to reduce the headache of shipping and to quiet that “what if something goes wrong” in the back of your head. But given the decreasing cost of flat-screen TVs and the ever-rising rental costs, buying one is certain to be more economic. Just keep the original packaging and ship it with the rest of your exhibit.
Staff Uniform
The easiest way to save costs is by removing the need for a staff uniform. Let’s face it, most people are uncomfortable and don’t look good in a cheap polo and khakis. If booth staff is uncomfortable, they won't perform their best. The easiest alternative is to select a color scheme and let staff choose an outfit from their own closet. The FBD2 team achieves this with our all-black silhouette and a pop of color around the neck.
SWAG: Stuff We All Get
Of course people love free stuff, but giving every single attendee a pen, stress ball, or water bottle can add up. Even if money is no object, will these items actually encourage a future purchase, or will they end up in the trash before an attendee even reaches the airport?
Show Selection
Going to the same shows every year might maintain the status quo, but if everyone there already knows your name, there's not much room for new marketing objectives. Re-evaluate your goals and examine if this show meets that demand or if it’s time to move on.
None of these points are meant to discourage you from any decisions, simply to re-examine your habits and see what can be improved.
Adapted from the article “Mindful Purchasing” by Linda Armstrong, published by Exhibitor Magazine.
