According to the Trade Show Week survey Exhibitors are going to fewer and fewer trade shows. Why do you ask? Because they are getting smarter with their budgeting dollars and not wasting as much on the trade 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 of the 123 survey respondents, only 15% of the exhibitors decreased their budget. On the other hand 91% of the exhibitors saw the same or better results from 2006. 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.

Concentrate on the Trade Shows that Work for You

In order to obtain the same or better results at the trade shows you do attend, make sure you’re working smarter, not harder.  You can exhibit in a smaller space and look like a million dollars or you can take a shabby booth to a 20×20 island.  If you have to downgrade, have no fear.  You can still design something exceptional, invest in the staff who are most knowledgeable and connect with your prospective customers.  The key is to invest in what works.  Don’t try to take a ton of staff, forcing yourself to pay higher fees in transportation, accommodations, and per diems.  Make sure the group you take are outgoing and willing to maximize their time at the trade shows by reaching out to people who come near and bringing them into the booth.  Downgrade any of those branded giveaways that companies always spend too much on and are stuck with for years.  Invest in the things that matter the most- making sure your exhibit looks great and your people are trained well to close deals.