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Trade Show Exhibit ROI

- What are the deciding factors in purchasing a larger scale exhibit for your company's trade show event?

Answers

John Jepsen
Title: Consultant
Company: Jepsen Consulting
(Consultant, Jepsen Consulting) |

I know some folks at the largest North American Trade Show and Event company. If you can provide more specifics I can ask someone there for some insight. Are you looking at whether or not to participate in an established show? Is the question related to how much of an investment to make in the 'stuff' that will go into your show space? Is this your own eent or will there be competitors exhibiting there as well? Any additional info will help me better direct your question.

Anne Sutardji
Title: CFO/Controller
Company:
(CFO/Controller, ) |

John,

Thanks for your help. I am working at a Trade Show Exhibit company and this question, in a way, is a casual survey.

We are in the modular market with the capability of customization. Even with our modular products, some structures can be as high as $300k in retail. I am wondering if people are now leaning toward a lower budget with short term investment or a more expensive one that will last longer.... if personal relationship with the rep is more important than pricing or if service is the deciding factor....

I am looking for just about any information I can get to help me understand what motivate people to buy from a certain vendor.

Thanks,

Anne

John Jepsen
Title: Consultant
Company: Jepsen Consulting
(Consultant, Jepsen Consulting) |

Without getting into confidential data the answer is - it all depends. This company's experience is all over the map as it relates to exhibitor behavior. Larger, more established exhibitors are driven by a fair amount of loyalty to 'the show', not necessarily a sales rep. In certain shows the price of loyalty can range from a full subsidy on the cost of the 'capital component' exhibitor's space to modest subsidies. For some of the high end shows the exhibitors are actually upping the ante in terms of the actual spend on their space whether subsidized or not. For some of the lower end shows the exhibitors are scaling back significantly on their displays and the amount of space they are renting. The exhibitors are looking from help from both the exhibition companies and the company that configures and rents the chrome and drapes that define their space. Again, especially with the higher end shows and the big drawing names in these shows, the discussion of subsidies is being driven by the exhibition company not necessarily the exhibitor. They want to be able to go about to the larger population of exhibitors with a pretty full book in place from the big names. On some of the less glamorous, smaller ticket shows, especially the consumer shows, the exhibition company has not made any concessions because the 'back by popular demand' cache is enough to keep the exhibitors coming back.

Sorry I could not be more specific but the answer really is - it all depends.

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