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SIX Trade   Show Marketing Mistakes:  And How to Avoid Them.

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Portable Tradeshow Booth

What is the right amount to spend on a portable tradeshow booth?

Personally, I don't think there is a right answer for everyone. Just the right answer for you.

Always go back to the goal of your participating in the show and the goal of your marketing campaign and the goal of your booth.

They are all linked together and the booth is the third item on the list.


Your portable tradeshow booth will have one purpose and one purpose only.

It is the headline that stops people in their tracks long enough for your prospect to say. "This is interesting-it applys to me."

If your booth can do that, it will succeed.

So then, is it the booth that does that, or what is written in the headline of the booth?

Your headline is the most important element of the booth itself.

When you set your budget, set a smaller amount for the booth and a larger amount for the graphics.

Use different graphics (headlines) for different shows and show objectives.

Trade Show Marketing Tip

From here on in you are reading an excerpt from The World's Most Powerful Trade Show Marketing Guide.

Add Up The Numbers

Calculate total trade show costs. Make a budget for your show. Take a look for more effective or efficient ways to attend.

Seems simple. Right?

Of course you counted the freight. And the duty for shipping to France? And all the staff you have planned? The new graphics? The special giveaways?

The surcharges for missing some deadlines?

You get my point.

You will have lots of room to see a $10,000 show budget turn into more. I saw an article recently which suggested you keep 4% of your budget as a guideline for travel.

I know I can't get two people to New York and back for that.

Be realistic. Pretend you will miss some deadlines and pay the higher rate.

Imagine you will need something you didn't plan for. You'll think of something if you spend the time.

As you run more shows you will learn to count all the items and be a better forecaster.

Wouldn't it be better to report your $10,000 show cost you $10,000? It's much better than having to try to understand why $10,000 became $14,000!

Do a line by line budget.


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