Why Cutting Trade Show Displays And Advertising Out Of Your Budget Isn't The Answer

The U.S. economy is turning around, but many companies are still hesitant to spend as they did before. While many companies think that continuing to buy expensive office equipment or other spending is more important than trimming their marketing budget, this can be a serious mistake. Companies that don't put any effort into marketing or advertising may weather the economic storm, but once it's over, they'll be scrambling to catch up to companies that spent their money wisely. The good news is that there are ways to trim the budget while keeping advertising intact.

Why Taking Trade Show Displays To Events Is Still Important

Taking your trade show displays to an event is a must. Where else are you going to have access to hundreds or even thousands of customers, ready to buy and specifically looking for your type of product? There are many other ways to trim your budget without sacrificing the use of your trade show displays.

Don't Even Think Of Cutting Advertising

Without advertising, no one but current customers will even know you exist. Make sure you're still featured prominently in industry publications. Many newspapers and magazines actually give a discount for advertisers who sign a long-term contract. Consider signing a six-month or yearlong contract. If the publication doesn't automatically offer a discount, ask for one in return for your continued support. If the cost is still prohibitively expensive, consider replacing a full color ad with a black and white one, or one that uses just one tone of color. Black and white or one color printing can save you quite a bit of money. Setting up banner stands or table top displays in prime locations is another inexpensive way to promote your business.

So What Can You Cut?

Instead of cutting trade show displays or your advertising budget, make small cuts no one will notice. These include buying cheaper promotional materials to hand out at your trade show displays. Reducing the cost per item by just $0.50 an item can save you $500 if you purchase 1000 promotional giveaways.

Trade show exhibits sometimes need to be replaced, and if it's not in the budget to replace it this year, consider using cheaper items like banner stands or table top displays. Companies can create exhibits entirely out of banner stands and table top displays at a fraction of the price of a full-sized exhibit.

If it's necessary to replace business equipment, look around for good-quality used equipment or negotiate a deal to buy computers, printers or other pieces of equipment in bulk. Replace what you absolutely have to and try to get other pieces of equipment repaired to keep in reserve for the next time equipment breaks.

Reducing budgets in this time is a necessity, but if done correctly, it's possible that no one outside your company will ever know. There's a common phrase in business: "You've got to spend money to make money," and this is never truer than when other businesses are cutting back.

Chris Harmen writes for Skyline, a leading national and international designer of trade show displays. Skyline trade show booths, including table top displays, win awards nationwide and are recognized for their style and durability.