When I am on a sales call with a client, I often ask the dreaded question: What’s your budget? That question is the worst, but still essential. I don’t like asking this question because I never know what response I’m going to get. I have to be ready for anything, I could get immediate frustration and irritation, or the ideal response, an actual budget. I understand that most companies are unsure of their budget. If that is the case I usually encourage them to revisit internally and get back to me before we begin work together. I ask budget question, even though I don’t like it, because I have to. Otherwise, it is extremely difficult for me to identify the correct product. We have so many products in the exhibit industry, and they all range in cost. Let’s say I were to sell you a 10x10 trade show display, the cost to build ranges anywhere from $900-$100,000. Knowing a budget upfront helps me to identify the type of trade show display I should recommend.
If you often cringe when you get asked about your budget, then I recommend reading through these 4 budget building questions. Each question should help you understand why a budget is important when you’re building a portable or custom trade show display.
1. How many shows are you attending per year and what size is your booth space?
The correct number of shows will help identify how much use the booth will be getting. Having a set booth space ensures we create the correct size and style. Some of my clients attend shows that require a modular display. So, they will attend 5 total shows a year, 2 shows in a 10x10 booth space and 3 shows in a 10x20 booth space. Budget is important when there are a large number of shows that differ in size. We will want to know the budget for the 10x20 and make sure it can break down into a 10x10 to be used at future shows. Booth spaces can range anywhere from a 10x10 booth space to a 40x50 booth space.
If you are attending one trade show for the first time, and are a new brand in the market, I would minimize your budget. I know that sounds counterproductive. Many of my clients think that it is important to designate a large budget to building their trade show presence. But my recommendation is to wait. Your branding and company will develop and evolve as you grow in your industry. Be patient, the time will come when we can put a large number on your trade show budget.
2. Who is your customer base at the trade show? What’s your anticipated ROI?
If you have a large customer base attending shows, with a guaranteed ROI, or a large client attending that you want to impress. I would recommend putting a little more money towards your trade show display.
3. What is your footprint like in your industry? Are you just starting out? Have you been around for many years?
If you’re a small start up that is just getting out there, I don’t recommend spending a large budget on the show. Alternatively, if you are a large company that has been around for several years and it is important for you to be present at a trade show, but you may not see a massive ROI, there may be potential to invest so that your brand is consistent at the show with what you market to your target audience.
4. How established is your company in your market?
Think of your trade show display as a pop up shop. You have your online presence, physical business and marketing that represents your brand. And then you have your trade show presence that is an extension of your brand. Similar to a pop up shop where people can shop a brand for a specific amount of time. Pop up shops usually have the same brand appeal, relevance, and aesthetic touch as the online or physical presence of the brand. If you are an established company that is attending shows because you have to, I would challenge you to make sure that your trade show display concept exemplifies your brand and creates an environment for people to feel, see, touch and experience what your company has to offer. Similarly to how they would feel at your physical location, working with your team, or perusing your website. Sometimes having an established brand means putting more money into your trade show display.
I hope these questions will help you to understand why having a budget is important. The initial question might be difficult to answer, but if you keep these 4 questions in mind, it should help. In the long run, having a budget will payoff.
I get a little nervous when I have to describe my career. It's the inevitable question that comes up in so many conversations, "What do you do for a living?” When someone asks, I typically fumble my words, get a little flustered and say something like, I sell trade show displays for trade shows. I [...]
2018 has been an exciting year at Diers Exhibits. We have been working on some special trade show display designs that our team is extra excited to share with you. Our designs are developed for companies across the board. The trade show display world is a melting pot of many industries that exhibit at a [...]
As you may know, I am a newbie to the trade show industry. I had no previous experience and virtually no knowledge of the industry prior to joining the Diers team in May. Taking this into consideration, I thought it wise to do a little research and take this opportunity to remind you [...]
Meet Lexi! The newest addition to Diers Exhibit Group. Hi there! I’m Lexi Macan and I am happy to be the newest member of the Diers team! Born and raised in Fort Collins by two parents who both graduated from Colorado State University, I grew up knowing I wanted to be a CSU ram. Ever since [...]
Introducing. . . Charging Stations with USB PortsAt your last trade show, did you struggle with your cell phone constantly dying? If not, you are a true anomaly! Would you also email me with your cell phone provider, and style? When you attend a trade show for business you have the responsibility of working the floor, or [...]
A while ago I was with a group setting up for a show. They had recently just purchased a 10ft RPL and were excited to see how it looked set up and in action. The booth consisted of other displays as well, but I was given the task of figuring out the RPL, as they installed [...]
Every display needs a counter as a first-stop for show attendees. Counters take mundane exhibits to the next level through a professional vibe and appearance. Think about when you walk into an office. You head towards the reception desk to sign in and collect information on your next steps. This should happen when you step [...]
I can hear it now, Dean Martin crooning about fresh powder turning the ground into a marshmallow world. I know, I know, the last thing you want to hear about is more snow. We have finally escaped winter’s clutches and broke forth into a warm spring, so why am I bringing up the popular Christmas song?Because [...]
Versatile items are in high demand. Everyone wants the latest product that not only makes life simpler by doing more than one job, but also allows for personal customization.In keeping with this trend, we have a display that is one of our most versatile yet! The Formulate Master Kits and Connectors allow you to design your booth [...]