Trade Show Exhibit Business in a Recession

Most tradeshow marketers have a keen understanding of the characteristics of their target audience, and they understand the dynamics of the trade show environment. They know that budget cutbacks have resulted in reduced travel and accommodation allowances. That means that on average visitors to trade shows are now spending less time at the show and have a much tighter schedule when they are there.

As a result of cutbacks, some tradeshow marketers will turn to trade show booth rental instead of purchase, to cut their annual tradeshow marketing costs. Trade show exhibit rental does not necessarily mean renting a stock unit or one that was initially designed for another company and then modified for yours. It is possible to rent exhibit modules that can configured especially for your requirements. Or you may have a trade show booth rental designed for your company that is completely unique.

One inevitable result of an economic slowdown is that companies spend less money on marketing – especially marketing programs that do not have an immediate and obvious payback. This applies to tradeshow marketing on both sides of the equation – the exhibitor side and the trade show attendee side. In many cases, companies not only spend less money on exhibiting, but also less money on even attending trade shows. And those who do attend may be there for just one day rather than two or three days.

On the plus side this means there is also less wasted time for exhibitors. On the negative side, there is less opportunity to pitch people who have not specifically come to see you. This is where tradeshow booth design can make a significant difference. An interesting booth with great design will be “seen” by many more people than one with a mediocre design – even if those people had not planned on visiting your booth.

In other words, tradeshow booth design is. Most of us instinctively know that a creative and striking display will get more attention, draw more visitors, and reach more people than would otherwise be the case. But when it comes to execution of a creative design we may be at a complete loss.

You best strategy is to hook up with an exhibit company that understands creative booth design, and is prepared to make suggestions. Or if your regular tradeshow booth supplier is not strong on design, find a designer who is good at booth design and work closely with him or her until you get something that will work.