25 Ways to Cut Costs

Using a meat cleaver to trim the fat from your exhibit program will only disrupt the attendee experience and tarnish your brand. Instead, pull out your pruning shears and these 25 cost-cutting tips. By Linda Armstrong

hile the U.S. economy has rebounded and corporations have begun loosening their purse strings, marketing budgets are still in a state of flux. Granted, most exhibitors have put down the hatchets forced upon them during the recession, but management hasn’t dropped the reins just yet, and has instead developed a new normal. With their eyes trained on every dollar going out the door, most management teams expect exhibit marketers to maintain the cost-cutting measures they implemented during the anorexic-lean years, and to deliver a sizeable return on that investment in the process.
So how do you trim the fat when you’re already close to the bone? That’s exactly what EXHIBITOR asked 13 exhibiting experts. Their advice centered around one overarching guideline: Rather than lopping off entire program components or negatively altering the customer experience, make small, effective nicks that are invisible to attendees.

Here, then, are 25 cost-cutting tips to help you make some neat little nicks. With a nip here and a tuck there, you can adapt to the new normal without making a bloody mess of your exhibit-marketing program.

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http://www.exhibitoronline.com/topics/article.asp?ID=1565&catID=71