When upgrading from smaller spaces to larger spaces make sure you also grow your budget accordingly.

My example is a show that was on a schedule last year and is still on this year, but a 10×20 space was purchased rather than the 10×10 that was bought last year. The show was a success, so we wanted to expand our presence. This year’s (inherited) budget was based on last year’s plan (not actuals). Last year, the exhibit was a portable in a 10×10 space. This year, a custom exhibit with a larger staff graced the 10×20 space. Not only did the cost for the space itself (the real estate), but the cost of services (cleaning, drayage, freight, electrical, labor) grew along with the complexity of the presentation. Read More...

Trade show marketing is an expensive proposition. Buying the space is just the start. There are some rules of thumb of how much to expect to spend. When you go to set up your budget, here are some broad categories:

1. Space
2. Exhibit, graphics, services and freight
3. Promotion

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