| “An optimist stays up until midnight to see the New Year in. A pessimist stays up to make sure the old year leaves.”
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Bill Vaughn |
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All signs point to an upbeat beginning for business in the New Year. The question becomes how do you get your fair share? At this time of year we all need to do a little review of the past year the good, the bad, and the ugly so to speak. Our part the trade show industry has made a great comeback after a number of rebuilding years since 9/11. If we see one consistent problem for some of our clients it is spending too much money attending too many shows. Now is the time to re-look at your tradeshow budget and calendar and really pare down to the essential shows. Over the past ten years most companies have added shows to their yearly calendars, few have removed them. Clean-up your calendar of shows. If you miss one that turned out to be great well, add it next year. It is much more effective to move your money around take your most consistently effective show and add to your booth space, or have an
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invitation-only event for your best clients, or take a show sponsorship. The rewards will be far more beneficial than an added show.
Lastly become involved in your industry organization. Talk to the people that underwrite your show. They need to hear from you. If you cannot afford a top-tier venue, there are probably countless of your fellow exhibitors that cannot either. Rather than loosing all of you - maybe your group would consider relocation. Or change pricing beyond the booth space. Many show promoters are looking for ways to help exhibitors reduce their costs in material handling and show services. Speak up.
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Happy Holidays to all of our clients and readers. This has been an especially good year because of all of you and the feedback you have given us. Right next to this article is a highlighted list with click-throughs to articles you may want to review to help you look at your past tradeshow year. Good luck, good health, good business!
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Last Tip for the New Year ... give yourself the gift of time. Last minute decisions are expensive, frustrating and extremely upsetting. For an average size booth space - start four months before your show date for the best pricing and service. You deserve it!
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