Protect Your Exhibit Investment, Part I

A Trade Show Displays Tip:

The economy is such that businesses and individuals alike are struggling in the workplace and on the home front – all looking for ways to reach their goals with considerably less fiscal leeway. For businesses this means that any expenditure that they make must be justified by

a clear return on investment. After all, there is far less disposable money available today than there were just a few short years ago. While the philosophy that you must spend money in order to make money still holds true, there is far less money with which to do it.

This kind of economy makes for less participation in a variety of business related events including participation in trade shows – the quintessential business showcase. But the fact remains that – even in this economy –that marketing with trade shows is still effective. They represent a venue where businesses can promote their products and services so as to raise their visibility among their industry peers as well as generate new business among prospective clients and customers. And the fact also remains that participation in trade shows costs money. The rental of trade show booths – and all the accoutrement that entails – costs money; but businesses put that money out time and time again because they recognize how much business can be brought in through successful trade show participation. This kind of business event participation can put businesses in front of those prospective clients that they may not have the opportunity to speak with ordinarily. And this kind of face to face contact is priceless.

 While this participation is priceless in any economy it is much more important in a tough economy. Company principles need to be able to justify their participation in trade shows that has cost them such a substantial chunk of money. And the way in which they justify this participation is by bringing in business. In the next post, we’ll talk about how effective trade shows with the right displays can help companies bring in business and subsequently protect their investment in the trade show experience.

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