According to a recent national survey trade show exhibitors are going to fewer and fewer shows. Why do you ask? In a sense exhibitors are cutting the fat out of their trade show schedule and taking that money to concentrate on what have been successful shows for them in the past. The beginning of the new millennium saw a sharp increase in regional trade shows and many industry shows went to twice a year with two different names! In fact the trade show industry had both The Exhibitor Show and TS2 every year.

However, the advent of the recession saw an immediate cutback in shows. After all show attendance is not just the cost of the concrete and the exhibit display – it is travel, per diems, hotel rooms, and no one at the office to sell. This has been a stark reality for exhibitors who have watched their budgets shrink further and further.

Exhibitors are getting smarter with their budgeting dollars and not wasting as much on the shows that aren’t yielding as great of benefits. Exhibitors are focusing more of their budgeting dollars in the more successful shows but not necessarily spending less on their overall budget. In fact a very small percentage, only 15% of exhibitors, decreased their trade show budget. However the money is spent much differently today with far more impact … more bang for the buck. Adding events, sponsorships, demonstrations to the one or two trade shows a year has far more impact on your attendees than the same 10×20 trade show exhibit on the aisle at six shows. Money management 101. The moral of this story: choose your trade show wisely and invest your budget where it counts.  This could include new features to your trade show exhibit, new technology, or more.  When budgets are tight it also means you can do with less people in a booth and just take your best brand advocates.