Building a Better Booth: Design and Planning
What You Should Know about Exhibit Planning
- Start the planning process early and assign someone to handle the schedule
- Create a budget that reflects the true costs of exhibiting
- Select the right size exhibit for your budget and marketing goals
- Trade shows can be expensive, but it’s not difficult to maximize your Return on Investment (ROI)
“Build it and they will come” — This phrase should be your mantra when designing your trade show booth. With a carefully designed trade show booth, you stand a much better chance of attracting potential clients, making sales, gathering contacts, and generally spreading the word about your company. Think of your booth as a microcosm of your business.
Planning and Budgeting
It is best to plan early. Assign one person to be in charge of timetables and scheduling. Assign another person to draw up the budget and to define the marketing goals. This person will have to account for the cost of renting or buying a booth, the cost of accessories such as literature racks, as well as travel expenses. Travel expenses will vary depending upon the location and duration of your stay. If you decide to rent, you should expect to budget:
- 25% on renting your booth space
- 20% on design and graphics
- 15% on electrical, cleaning, and drayage
- 10% on shipping materials to and from the trade show
- 10% on press kits and preshow promotions
- 20% on staffing, travel, and other miscellaneous expenses
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