What would you do without a good old budget?
Establishing a tradeshow budget can be tough, especially if you have no past performance information to reference. Your budget for each show will vary because requirements differ from show to show. According to tradeshow research, the following is a budgeting guideline:
  • 29% – Space
  • 16% – Exhibit design
  • 17% – Show services
  • 13% – Travel and expenses
  • 12% – Shipping
  • 12% – Advertising, promotion and special activities
  • 1% – Other

(Source: CEIR – Center for Exhibition Industry Research, October 1999)

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, working with exhibitors and meeting & event planners to improve their event success through coaching, consulting and training.

Website: www.thetradeshowcoach.com

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