With the increasingly diverse and high-tech trade show displays now available, you need to factor in services such as electricity for your lights and backlit display signs, as well as internet access. Show services costs may also include cleaning, catering, assistance with setups and venue access. These costs could blow out to around 10 per cent of your total spend, so make a comprehensive list and err on the side of caution here.
Personnel and productivity costs
These costs include everything needed for you and your staff to attend, including wages, travel expenses, hotels and meal allowances. To keep costs down, aim to book your travel and accommodation as far in advance as possible, and make use of the many discount travel websites available or an experienced booking agent.
You may also need to think about lost productivity in the office if you have multiple staff away at a trade show. Aim to delegate tasks in advance and have your staff conduct in-depth handovers to minimise lost time.
Maximising your trade show impact with follow-ups
After everything has been packed away, your work is not quite done! Get more bang for your buck with a reliable follow-up system for leads. Trade shows can be overwhelming for people, with so many companies vying for their attention and information overload at every turn. For this reason, follow-ups are essential – remind your trade show contact who you are and what you spoke about, while gently introducing some of your products and services that may be beneficial to them.
Follow-ups are where your trade shows costs are counteracted by sales, so put in the work, and all of your efforts will be rewarded.