Trade shows are a vital component of your marketing strategy, it lets your company reach out to new markets and find new customers. But that doesn’t mean you shouldn’t be aware of the cost; and take steps to reduce expenditures wherever possible.

There are several costs associated with trade show participation, including:

  • Display materials
  • Shipping
  • Show services
  • Pre-show promotion
  • Staffing (travel, lodging, feeding, etc.)

Human cost of trade show participation, as in sending and paying staff, is generally the most significant expenditure, as well as the one that can offer the highest savings, if you plan accordingly. Here are some tips:

Go Local

Air travel and lodging accounts for a large portion of trade show budgets; so if you have local staff within driving distance of the venue, consider using them. If you feel that two staff members are required, consider pairing your local employee with a more experience trade show participant so they can “learn the ropes” from a professional and take the reins next time. Not only will you save on airfare and lodging, you’ll also improve employee retention by grooming your local staff member for more responsibility down the road.

If you do not have a local employee, use one that is as close as possible to the closest major city; as airfare will be much more affordable. If you have an employee that is a few hours away, consider reimbursing them for driving or find out if there is an equivalent train route that can save your company travel costs. Above all, do not be tempted to overstaff your trade show, reducing three staffers to two cuts your trade show costs by a significant amount – more staff also does not equal more leads.

Book Early

Booking your trade show booth early can offer significant savings, so can booking travel and shipping of trade show materials. As soon as you have the details, book the flight, hotel, and explore shipping options for your trade show materials. Even if you aren’t sure of which staff member will be attending you can still book a corporate flight through your travel agent and add the details later. Likewise, if you can send your trade show materials via Greyhound or a ground service operated by UPS or Purolator you can achieve significant savings, particularly if your materials are large or heavy.

Explore Options

For lodgings you can start with any hotel that has an affiliation with the tradeshow. Keep in mind that these tend to be large chains of 4- or 5-star establishments; you may be able to save by finding a local option – as long as it is still close to the tradeshow or offers easy access to transit. You can also look for other affiliations that may offer a discount, such as through your corporate credit card or tied in with airfare packages.

Set a Budget

Being aware of your expenditures for trade show marketing is a key step to ensuring you get the most out of each trade show your business attends – so start with a budget. You also need to ensure that any staff members are equipped with a budget for food, transportation, and incidentals – otherwise you may be facing a large bill when they return. With a few simple preparations you can ensure that your company’s trade show attendance offers the most return for your investment.