Trade shows on a budget

Exhibiting at a trade show is a valuable way to expose your business to many new customers simultaneously. Whether you're tackling a major trade show or a smaller industry-specific show, it can be quite an expensive endeavor. But I've learned a few tricks along the way to keep your budget in line.

Securing a space

First and foremost, you'll need to rent space. A standard 10x10 ft. space (typical size at trade shows) will run about $5,000 at a big show (PC Expo, etc.).

It can be less than half that, or even free, at smaller shows. Other additional expense may be carpeting, furniture, and Internet access.

Display booths - buy or rent?

There is also the cost of the booth or display itself. If you don't expect to be attending another show anytime soon, consider renting one. You'll spend around $2,000- $5,000 to purchase a booth. But renting one can bring your out-of-pocket cost down to $500-$900. I've also found dealers that will apply the cost of the rental to a purchase.

Pop-up and panel models can be as cheap as $3,000 for a basic 10-foot display.

Panel displays can get pretty elaborate and run up to $10,000, but an inexpensive table-top display can cost only a few hundred dollars.

Whether you buy or rent, do customize your booth with graphics like your logo and business info. I've seen it firsthand--a great-looking booth draws a crowd.

Setting up

You'll also need to get your display to the show.

If you ship directly there, the cost of delivery from the loading dock to your booth space, referred to as "drayage," will average about $20-$60 per 100 lbs. (it varies by city).

You can avoid drayage by having everything shipped to your hotel room and transporting them to the show yourself; your hotel and the trade show hall will likely have carts available.

Will you be using a computer for screen shots or demos? If so, bring your own equipment; renting devices at or around the show will cost plenty. And you can ship these beforehand as well.

Extras

Expect to frequent trade shows in the future? Consider investing in light equipment, like lighter pop-up booths, a space-saving flat-panel monitor (you can get one for as little as $150), or even transportable chairs (like director's chairs).

No doubt you'll bring plenty of marketing collateral to a show. Much of it will end up in the trash so determine what you want visitors to remember about your business.

Don't forget to include contact information and your Web address on every piece. And leave off event-specific information (like the show's date or name) so you can reuse the leftovers.

Plan far in advance

Lastly, start planning at least six months in advance (some trade show display experts recommend as many as nine months) - at least in terms of your booth and space rental. Start with only a month to go and you'll pay extra fees for space, inflated shipping costs, rush charges for creative work, and higher airfare.

Save that money and spend it for cool tchotckes instead.