Exhibitor Updates

Ten Ways to Save Money at the Show

At this point in your show-planning cycle, trade-show marketing experts suggest, your company should have already:

1. set measurable show objectives
2. designed a display that will attract the right buyers
3. begun pre-show marketing to increase the number of buyers and prospects at your booth.

1. Now it’s time to focus on getting the most for your money at the show. Candy Adams, an independent exhibit- management consultant (www.boothmom.com), offers 10 ways your company can save money.
   Budget for and invest in only the things that help you reach your show objectives.
   
   
2. Plan in advance. Use your Exhibitor Service Manual to determine the services you'll need. Then order these services before the discount deadline date to qualify for reduced pricing. 
   
   
3. Call the contractor to discuss your requirements to avoid ordering more than you need. Also ask the Diversified and Freeman staffs for ideas on how to save money at your next show. If it isn't your first time exhibiting, ask to see last year's invoice and review with the general contractor how you could have saved money.
   
   
4. Consider renting a display from Freeman that includes your shipping, material-handling and labor costs.  
   
   
5. Consolidate your freight into one ground shipment. Use crates or stretch-wrap your freight to pallets to avoid special handling charges and schedule your truck to be unloaded on straight time. Consider using a common carrier, as shipping with most expedited/overnight carriers is considered "special handling."
   
   
6. It's all about the move-in schedule – Setting up and dismantle your display during straight time can save overtime costs. If you know when the contractor gets in and when your shipment is due to arrive you should be able to determine whether your shipment will move-in on straight time or overtime. Ordering a supervisor from the General Contractor may be less expensive than sending extra staff, paying for their hotel nights, and their time out of the office.
   
   
7. Pre-wire as much of your equipment and display as possible and organize or color code all wires that will be connected on-site.
   
   
8. Avoid changing your service orders on-site, as higher rates will apply.
   
   
9. Audit all invoices from show contractors on-site and review other invoices for errors as soon as you receive them. Discuss any concerns at the Service Desk or with Show Management before you leave the show site! It's easier to take care of problems while all the details are fresh and all the parties involved are available. 
   
   
10. Debrief after the show on ways to save money on your next Diversified show.

For additional money-saving ideas go to:

a. Exhibitor Magazine's "Cost-Cutting and Budgeting Tips"

b. Candy Adams' "Something Doesn't Add Up: How to Audit Your Invoices and Avoid Overpaying"

c. Susan Friedmann's "Beware of Budget Busters"

Bonus: Use Candy Adams' Budget Template to track your expenses and compare your costs with industry averages by category. Click here to download the Excel file.

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