Articles

 

Reducing Costs

 

Space and Shell
Buy space only - you don't necessarily need a shell. Without it you have more freedom and flexibility. Why hide behind three walls?

Display Units
Buying space only allows you to create interesting and effective displays with modular units, displays which are much more attractive and imaginative. And you can have the entrances to your stand where you want them, not where the organisers say they should be. The cost can be spread over a number of exhibitions and you can even erect the whole or part of your display in the reception area of your office or factory and get really good value from your investment.
Display Material
Plan this to fit your units exactly, and use it time and time again. It can have plenty of uses apart from exhibitions. You can have them protected with polyester lamination which enhances the display and prolongs the life of the posters, photographs etc.

Printing
Make exhibitions part of your overall marketing plan and when preparing your advertising and sales literature take into account what you will need for exhibitions. Thus you can order all your literature at once and avoid costly reprints. The printer's "run-on" charges, once the job is on the machine, are tiny in comparison to having a reprint or a special run. So many exhibitors leave their literature until the last minute and end up with a high priced rush job which isn't exactly what they wanted in the first place! Planning in advance - that's the secret!

Advertising
Advertising is, of course, essential, but don't overdo it! If you tell everything in your ad., then there's no point in the potential customer coming to the exhibition! Tempt them with a little and they'll come for more!

Electrical
Buy your lighting with your display units and keep it for exhibition purposes only. The cost per exhibition will be very low.

Transport
Modular display units can be packed in the boot of a car, so that reduces costs immediately. If some¬thing heavier or bulkier is being used, then plan your van driver's day so that he can deliver (and pick up at the end) as part of his normal round so that you don't have the expense of special journeys.

Allowances and Meals
You must keep your staff happy: if they're miser-able it will show and put off visitors. Consider the possibility of supplying coffee on your stand: it will be an attraction to visitors as well. But don't overdo it: a crowd of coffee drinkers (usually other exhibitors!) clustered around all day will keep the visitors away. And make certain someone is detailed to clear up immediately: a stand littered with empty coffee cups looks terrible. And have tea available too. A non-coffee drinker is always impressed by the thoughtfulness of those who provide both.

Preparation
Fifty percent of the success or otherwise of your exhibition is decided beforehand. Careful prepara-tion, looking for possible snags and avoiding them, looking to future exhibitions: these will not only make for successful participation, they'll also help reduce costs.

Staff
Not too many and not too few: that's the golden rule for stand staffing. Make certain that the staff know what they are there for and that they are capable of doing the job. Now let's go back to our table and, bearing in mind what has been said above, do another budget taking all these points into consideration:
1. Space 150x
2. Shell -
3. Display units (Depreciation over 10
exhibitions) 60x
4. Display material (including signs) 15x
5. Printing 100x
6. Advertising (including postage) 150x
7. Electrical 25x
8. Transport to and from exhibition 20x
9. Allowances, meals etc. 40x
10 Preparation and set-up costs 25x
11 Staff wages (incl. overtime) -
say 4 staff for 3 days 250x

Total 835x

In other words, a saving of nearly half!
It's worth bearing in mind, too, that you may be able to get financial help. Your suppliers may be willing to bear part of the cost, or at least supply display materials or literature which you will over-stamp with your company name and address (be careful here: you don't want potential customers going direct to your suppliers!). They may even send along one of their reps for a day, or even for the whole exhibition. But do impress on him that he is there for you, not just for his own company. And do remember, don't allow the suppliers to take over. It's your exhibition, selling your company:use your suppliers to help you, not to run the show. And keep close watch on your budget. Plan carefully and thoroughly, make exhibitions part of your marketing plan, and you'll make your participation cost-effective. Which is what an exhibi-tion should be - one of the most cost-effective ways of reaching a large number of potential customers.