How To Set Exhibition Marketing Budget
Exhibition spend like ad spend tends to overshoot the budget. So, you have to do your numbers well before opening those purse strings. The exhibition or event is the culminating point of efforts which span many months in diverse locations and media. A well laid out budget helps to structure the spend in stages and keep track.
An ideal budget can be subdivided into five heads:
- Exhibition stand space
- Exhibition stand design & complementary Graphics design
- Promotions (pre event, during and post event)
- Logistics & Transportation
At any trade fair, the space and position you have is important. Premium space which usually is the centre always commands more attention and therefore sells at a premium, the corner spaces can also be at a premium if the position to has a good view of the milling crowd and has enough frontage to call attention. Small tucked away spaces are comparatively cheaper. One can convert such a position to an advantage with an attractive exhibition stand design.
Exhibition stand design & complementary Graphics design
The exhibition stand is designed and constructed-taking into account the industry, the length of the event and the products and services on display. A good design draws attention to the display or demo, incites visitor’s interest and initiates the interaction process.
Various media and platforms need to be explored to bring the customer/visitor to your stand. These promotions ideally begin couple of weeks before the event. If it is an annual event, you can hint what to expect at your stand, just enough to hook the prospective visitors, during the events promotions may also include shows or contests at the stand. Post event promotions are reports and press releases. It can also be experiences about exhibiting or testimonials.
People to man the stand, execute the demo, hostesses, if need be; their uniform, training, accommodation, retaining fee, food and refreshments etc make the matter for this section of budget. Longer shows may need people in rotation of shifts or extra hours which need to compensated accordingly. Backup for last minute non shows also need to planned for.
Logistics & Transportation
Though the exhibition is held at a predesignated place for the entire period of a show, the show, the need for logistics and transportation is none less. It starts with the transporting of the stand design, material and props for the stand, the displays, the products, the literature for communication, people from to and fro the venue and so on.
The above five categories broadly cover the different aspects of an exhibition budgeting. There is bound to be trivial and unforeseen expenses too. But we may presume that they will amount to less than 1/20 of these five put together.
With the plan ready, we are ready for the next step of action. We know our limits and have done part of the homework about the comparative prices for each service to employ.
Strokes Exhibits is a live Exhibition Design & Fabrication Company that delivers stunning Exhibition Stands from the intimate to the spectacular. Our passion, creativity and attention to detail ensure that our Exhibition stands engage, touch and inspire the event audience. Through meticulous planning and flawless delivery standards we deliver seamless Exhibition Stands that enable clients to create ‘wow’ live communications.