The Exhibitor's Resource – Trade Show Marketing Blog

In previous posts, we’ve discussed print-on-demand trade show literature as a cost-savings and waste reduction strategy, but there is another savings opportunity, the ubiquitous giveaway. Based on the shipping and handling costs associated with giveaways, we have some ideas of how to reduce this line item expense for your next trade show.

Exhibitors should consider bringing just enough promo material that they give it all away by the last day of the trade show. Exhibitors may initially object to this, wishing to avoid being empty-handed, but many reconsider once they see the costs of shipping too much to the show, and develop a strategy to manage promo campaigns more effectively.

One strategy is to have trade show booth staff manage the promo supply during the show, throttling it as necessary to make sure qualified prospects are always offered something, and only extending the offer to other visitors as supplies allow. Along with managing giveaway supply at the show, exhibitors can use projections for show attendance to avoid over or under ordering. Trade show promoters should be able to provide exhibitors trade show attendance estimates based on pre-show registration numbers and historical data on at-show registrations.

To further reduce expenses, exhibitors should consider palletizing large giveaway orders rather than as individual small box shipments via UPS or FedEx. Because loose cartons will need to be palletized anyway for delivery to the show to avoid per-box drayage and handling fees at the show site, palletizing from the manufacturer saves shipping and handling expenses at several points en route to the show.

Because giveaways typically have a custom element such as silk-screening or printing, exhibitors could be surprised by the lead times for production and delivery. For very large orders, there could even be manufacturing lead times or overseas shipment time factors to consider. Rush fees for expedited production and shipping are expenses that can be avoided by starting the planning process early. And early planning affords the time to compare the impact of several giveaway options. Some factors to consider in addition to per-unit cost include

• per unit weight – this will directly impact shipping costs

• giveaway objective – is the promotional item being distributed to promote brand awareness, or to influence the buying decision?

• giveaway life span – will the item be held onto by the recipient, or be trashed before it even makes it back to their office?

Once these factors are considered, quantities are estimated, and shipping logistics are planned, exhibitors will be able to place orders for trade show promotional items confident that they are doing so in a cost-effective and low-impact way.

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As the holiday season got underway last week with Thanksgiving, you might not have been thinking about budgets and business taxes. But the following year-end planning tips for businesses and marketing departments can help you make the most of your year-end financial situation.

1. Get a Marketing Budget Update from Accounting: As part of your year-end strategy, you should have a good idea of your company’s financial picture and how that relates to your marketing effort. Now is a good time to sit down with the CFO for year-end advice, particularly regarding any remaining monies allocated for marketing activities that will expire at the end of the year.

2. Pay Expenses Now: Pay for things your business or marketing department will need in the near future to possibly maximize the deductions for this year. If you can justify the need for new equipment or other items in the first quarter of next year, buy them now. Some possibilities include:

• Trade Show Displays and Equipment: If you will be purchasing a new trade show display, consider doing that now. Check with your accounting department to make sure that doing this now will reduce your tax burden and fits with your company structure and circumstances. Your new trade show display may have to be officially received or even physically be at your facility by the end of the year, so build that into your timeline. The sooner you get the ball rolling, the more likely your exhibit agency will be able to design, produce and deliver your new trade show display in time.

• Literature & Giveaways: Stock up on trade show related collateral such as brochures and giveaway items.

• Recurring Billing: If you can, try to pay recurring bills such as trade show display storage fees, software license agreements, publication subscriptions, and organization memberships in advance before the end of the year.

• Other Items: Try to pre-pay travel expenses, repairs to equipment, or maintenance costs that you know will occur early in the new year.

3. Postpone Income if Necessary: Coordinate with your sales department to delay the collection of payments until the first part of January instead of the end of December if this reduces your tax bill. Cash that remains on the books at the end of the year may be taxable for that year. Keep in mind that different strategies apply to your particular situation (profit/loss position, company structure, etc.), but it could make sense to get the cash on hand as close to zero as possible at the end of the year.

4. Check Inventory: If you have product that was used at a trade show and is now considered “refurbished” inventory or has otherwise experienced a drop in value, be sure to find out if your accounting methods allow deductions for this. And consider offering remaining inventory at special terms during any December trade shows or special events to further reduce your inventory tax obligation.

As mentioned above, the strategy for applying these tips will depend on the individual business circumstances and accounting methods. Be sure to review your company’s strategy with your accounting department, CFO, or professional tax accounting professional. But if you plan carefully, any taxes you save can be put towards face-to-face marketing initiatives for next year.

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Just after the fall busy season is a great time to look back at your 2009 Exhibiting successes and to consider your 2010 schedule. What shows were your best performers? Where could you expand your company’s presence to get more out of your event marketing effort? One strategy employed by some of our clients is to seek out shows in vertical markets outside of their primary industry in order to access to new business.

Take a look at your top 5-10 clients. What trade shows are they exhibiting at? Would it make sense for your company to have a presence at their industry shows? Would this give you an opportunity to get in front of similar companies who have similar needs for your products and services? Often, exhibitors become so focused on their own industry that they miss opportunities in other vertical markets. But having a presence at shows in industries that your company supports or works with gives you the opportunity to stand out in a less saturated field. It may even be worth investigating exhibiting at a show that your competitors’ top clients exhibit at.

Have you already been applying this strategy with success? Great! Perhaps there are still some niche vertical markets that are still untapped. Seek out regional shows or new shows that shift the focus slightly towards your best target audience. Test out these additional shows with a portable inline trade show display with graphics tailored to the attendees at that show.

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