Trade Show Marketing Cutbacks

Did you know that there are over 10,000 business to business exhibitions held annually in the United States? Plus another 3000 in Canada! While about half of marketers are reporting cut to their event marketing budgets in 2009, nearly as many are standing strong and some are seeing their trade show programs grow! Clearly, the days of event marketing are continuing, but with the volatile state of the economy, how are companies managing their programs.
According to EXHIBITOR magazine, reducing the number of programs produced is the top choice when making cut backs. That’s why it’s so important to choose your shows wisely. Consider location, audience and past history of a show, before signing up for the exhibition. Cutting on-site amenities and show services is another place that many programs are seeing reductions. When designing your booth, opt for lightweight displays that are less expensive to ship. Even truss displays are available in lightweight options. Selecting displays that can be set up with few or no tools will lessen your labor costs dramatically!
When gearing up for the second half of the year remember how important event marketing is to the company bottom line. Though an investment is required, it need not be a hefty one. There are ways to trim the program without slashing event marketing altogether.