In difficult economic times, companies look closely at every expense.

When money is tight, they must decide whether it is still wise to allocate resources to areas that may have been a “no-brainer” in stronger markets. Naturally, marketing expenses are no exception, and trade show exhibiting can be a large portion of many companies’ marketing budgets. The cost of logistics for tradeshow exhibiting (freight, drayage, setup, electrical, etc.) can be substantial. As a result, it will almost certainly be a candidate for the chopping block when executives start cutting back.

However, the decision to exhibit in a show is seldom based entirely on logistical costs. As long as advertised attendance figures are favorable, and the following items are true of a show, a company will find the funds to exhibit.

• The company has something to show it’s customers, both current and potential.
• Their competitors will be attending.
• Their biggest customers will be attending.

They may scale back their exhibit space, look at alternative ways to make a presence, or just complain about having to spend the money, but one way or another, they’ll be there. It’s a difficult reality, but in business, perception is important. When a company doesn’t attend a major show, the first thing attendees think is that they must be either in dire straits financially, or that they had nothing to show, and therefore are not worth considering as a vendor. Companies must carefully consider all the potential areas of impact before deciding not to attend a show.

Looking for areas to trim your tradeshow exhibiting budget? Let’s Talk.