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A rental booth can help you make the biggest impression without breaking the bank for your most important trade shows.
If you only attend one or two events a year with a decent booth size, renting a booth will make more sense than investing in a bespoke exhibit to get the most out of your investment.
When calculating your trade show budget, you must consider not just the booth but also all associated costs. While you may want to be as large as your competition and communicate with your market in an effective manner, your budget will most likely limit how far you can go.
It's not an easy question. There are many factors that go into it, including what type of trade show event and where it takes place!
Let's go back from the big picture view of a trade show event. First, figure out how long it takes your sales staff on average to close a deal after receiving an inquiry from a potential customer.
If it takes three to six months, consider your expenses and possible income based on quarterly data. Assume that your average profit on a sale is $8,000. Analyze your trade show expenditures according to the potential return on investment.
The cost of reserving booth space is typically $16,000 for a 20'x30' booth area, based on rough estimates.
Add on all of the expenses, such as travel, literature, and marketing, which may total another $11,000. So you've spent an additional $27,000 on your exhibit now. A 20x30 rental exhibit can cost anywhere from $22,000 and $35,000 in total costs including graphics design, onsite Install and Dismantle and project management.
If we take an average of $30,000 for one show, the overall cost is $57,000. These figures are based on the assumption that you rent a booth every year and can deduct your expenses yearly.
If you're dedicated to trade shows as a viable lead source, you might want to invest in a bespoke booth, which will lower your overall costs of trade show participation over time.
The question is: does this exhibit produce the leads you need to make at least 7 deals ($56,000 in profits) each year, as well as having a long-term influence on your company? If you believe it creates more leads, it's likely time to consider renting a bigger area with more show presence, which will lead to more lead generation.
However, you may want to wait until the following year's show if your deals are closing as a result of your last event. Then you can calculate how many deals will be closed as a result of this trade show over the next 12 months.
In an ideal world, companies should rent big or small booths based on three factors: the profits from the trade show, lead generation and monthly deal flow.
If you're considering a trade show rental booth, it's important to understand the cost and what's included in that price. By understanding the different factors that go into the cost of a rental booth, you can make an informed decision about whether or not exhibiting at a trade show is the right move for your business. Have you ever exhibited at a trade show? What was your experience?
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