What’s the Real Cost? Determining Your Exhibit and Trade Show Budget

What You Should Know about Exhibit Budgeting

• How to differentiate between normal marketing expenses and exhibit marketing expenses
• The exhibit is the largest initial expense, but your ongoing exhibit marketing will easily surpass that initial cost
• Create a budget and maintain an accurate Return on Investment (ROI) on your exhibit marketing
• Include the Exhibit Costs, online expenses, and Show Services when developing your budget

An Accurate Exhibit Budget

Companies should define a workable exhibit marketing budget, one that includes all related costs. However, the line between marketing expenses and exhibit marketing expenses can be somewhat fuzzy. You will want to create a well-defined budget that separates them.

The exhibit is typically the largest initial expense. However, over time, the cost of using the exhibit will easily surpass the initial cost of the exhibit, often significantly. When constructing a budget, evaluate your ability to maintain the expense year after year. Weigh the repercussions of scaling back. In some industries, scaling back can be more damaging than never exhibiting in the first place. Continue.