Trade show success rule # 2 – know your costs

As I contemplated exhibiting our new line of lamps at the American Institute of Organbuilders convention, I quickly assessed the booth cost, room and meals, and transportation, and did a rough estimate on return-on-investment. Satisfied with the results I sent in my registration form and fee and started planning for the exhibit. Of course, as I began developing a detailed budget, the overall costs quickly escalated!

It is really important to know the costs and develop a budget for any trade show. Here is a checklist of costs to be considered:

• Registration fee
• Booth fee
• Booth related fees such as electric or internet hookup
• Exhibit design, construction, graphics, etc
• Marketing materials
• Room and meals for everyone who will be staffing the booth
• Transportation costs for staff
• Shipping, storage, and drayage costs
• Labor costs for setup and teardown (some locations have strict union rules that must be adhered to)
• Give aways or drawing prizes
• Entertaining costs for a suite or to wine-and-dine VIPs
• Value of discounts given to people who buy at the show
• Pre-show mailings
• Post-show mailings
• Staff labor time to prepare for the show, attending the show, and following up
• Temporary help hired for the show

Will Limkemann
Siqua Group Limited