How To Reduce The Exhibition Budget?

Reducing the exhibition budget is a dilemma. Company management will only ask you to cut the budget, but what items should be retained and what can be reduced will not have clear or specific instructions. The responsibility will be borne by the exhibitors. This is not an easy task, because if you make a wrong decision, it may affect your work first.

For different companies and exhibitions, deciding which part of the budget to cut is different, and there is no uniform standard. When deciding what should be retained and what should be cut, the manager in charge of the exhibition will be in trouble. Retain Can not be changed, but what can be sacrificed?

For some companies, parties are just like the ruffles of a skirt; for other companies, reception is necessary for establishing and maintaining customer relationship, so these can not be reduced. Press conferences are unnecessary luxuries for some companies, but for other companies, keeping the media constantly concerned about new products and services of the company is an important part of the company's strategy.

No matter what industries and enterprises participate in the exhibition strategy, what can we learn from the following mature budgetary rules? This is an important rule of reducing budget from many experiments and mistakes.

The budget that can be cut before we discuss what costs must be paid, let's see what costs are easy to cut. There are several ways to choose.

1. minimize the cost of the gift. The on-site exhibition manager may complain about this, but they will understand. In any case, Presentation This makes you think that "this person may not be our target customer". A Intel expert who once participated in the exhibition thinks that he has managed Intel's exhibitors from 1992 to 2000. The cost of Intel's presentation at the show ranges from $5000 to $30 thousand, especially at some major exhibitions, such as COMDEX. If your company takes part in more than 20 exhibitions and sends out the corresponding gifts in a year like Intel, the cost savings may reach 6 digits.

Even if you do not attend so many exhibitions, you can also calculate the cost of gift saving: according to a recent survey, gifts are typical expenditures for raising the budget, often accounting for 8-12% of the exhibition budget. When attending the COMDEX exhibition, Intel spent about $30 thousand on gifts, accounting for 1.5% of the total cost.

2. reduce the cost of booth cleaning services in some small booths, for example, 10 x 10 ft, 10 x 40 or 20 x 20 ft booth, usually by staff at booth. In some large booths, such as 40 * 50, 50 x 50 or 50 * 70 feet, there may be special cleaners to clean up rubbish or waste. However, experienced managers will ask the cleaners to clean the booth just when it is just built, instead of cleaning it daily. Because after the first day, the cleaning of the booth is often rare. Some companies spend $1800 to $10000 a year on average in terms of cleanliness, and they will not lower the level of booths.

3. you can save $250 to $1800 if you do not rent plants and save the dazzling bonsai. Some companies can save $5000 a year, and the booths will not look lifeless.

4. less telephone booths on the booth can meet the needs. It usually costs 250 dollars to pull a telephone line on the booth. Expenses A few phone calls can reduce a lot of expenses. The advantage of less phone calls is that you can make your employees less frequent unauthorized calls.

The cost can not be cut. Every experienced exhibition manager will have his own classic principles, decide what spending is necessary, and exhibitors can learn more from these experiences.

1. ensuring the stability and continuity of the work is a magic weapon to win the exhibition. A senior market communications manager believes that exhibitors must ensure the relevance between exhibitions year after year. If we do not pay attention to this rule, the work will be full of uncertainty. After the exhibition, tracking customers will let you know what exhibitions are high returns, and what exhibitions you can not attend. If exhibitors do not track customer information once, then next time it may take several years to recover this information and spend hundreds of thousands of dollars.

2. high level sales team gathering is a very crucial experience. Exhibitors must spend time with customers. It is not possible to cut down on meeting opportunities between customers and your management, key salesmen and marketing personnel. Trade fairs are an effective way to communicate with customers. For example, at the Comdex exhibition, Intel's market analysts have to interview more than 100 customers from around the world. If you want to send a top management to the place where the customer is located, the average trip cost about 5000 dollars. On Comdex, a manager can meet 25 important customers, which can save about $100 thousand. It is hard to estimate how much money a company can meet at a fair meeting with its customers. Imagine how much money would be saved if 10 top executives met with 100 customers at the exhibition. So, the trade show is a cheap opportunity to get in touch with customers.

3. the exhibition and promotion expenses of key products are indispensable. The key products information dissemination and publicity expenses are indispensable. The exhibition site is an important place to release product information. Of course, the news media can do this, but customers can not see real products with their own eyes, nor can they experience new products in person. However, not all exhibitions can make customers have an intuitive understanding of the company and the company's products. Experienced exhibitors spend a lot of money on trained professionals. They can display the star products in the most effective way and get the most feedback at the least time. This budget is uneconomical.

4. hospitality customers are one of the main reasons for attending the exhibition to please your customers. So the hospitality of customers is indispensable. Exhibitors may need to hold some cocktail parties or activities to reinforce their contacts with customers. A exhibitor said, "customers are the reasons for our participation and our reason for doing business."