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Budget planning: What do I need to bear in mind when attending a trade fair?

What is the most efficient way to present your company at a trade fair? Many companies ask themselves this question when they flirt with a trade fair presentation. A trade fair appearance costs time and money, so you should prepare well. High stand fees, personnel costs and various advertising materials are just some of the points that need to be refinanced. There are a few points you should consider in order to make your presentation a success and achieve the desired effect.

Early planning saves a lot of time and money

It is important to define a clear goal: Who do I want to reach and how? A good concept with well thought-out structures helps to implement your plans effectively. A uniform, harmonious and professional appearance of the trade fair stand is the prerequisite for success. It is not uncommon for the visual impression to be decisive in attracting the attention of trade fair visitors.

If you are planning a trade fair appearance, you usually cannot avoid making use of the services of other providers. Companies that are active in this field know exactly what pressure arises when this or that has to be regulated at the last minute. If you book too late, you can expect high surcharges. Comprehensive planning in all areas saves high and uncalculated costs, which can turn a trade fair appearance into a financial catastrophe.

To keep finances under control, accurate budget planning is essential. Therefore, each item should be calculated as accurately as possible. In addition to the easily underestimated stand rent, the costs incurred include the necessary costs for stand construction, trade fair personnel, overnight stays, flights, catering costs and temporary connections for electricity and telecommunications, etc. The AUMA Trade Fair Benefit Check at https://www.auma.de/Documents/fuer-aussteller/auma-checkliste-messekosten.pdf provides good support in answering the question of which cost items need to be included in budget planning.

The five biggest mistakes in budget planning

If you do not take all costs into account when planning your budget, you will quickly fall into the cost trap. Here is an overview of what to look out for:

1. avoiding last-minute surcharges at trade fairs

The earlier you have a complete trade fair concept in your pocket, the better. It is better to leave good planning for half a year in the drawer than to have to implement it in a few days and weeks under time pressure and thus accept expensive surcharges for service providers.

2. avoid late bookings and uncalculated items

It is advisable to plan down to the last detail and book rental space, personnel, transport, logistics, accommodation and meals early to avoid unpleasant surprises that can tear deep holes in your budget.

3. Less is more

Instead of trying to outdo the competition with cost-intensive gimmicks, you should rather rely on a serious and appropriate trade fair appearance. Customers often react sensitively to too many bells and whistles. Less is often more, but that depends on the target group.

4. comparisons can reduce costs

Stand construction, logistics, transport, marketing equipment, PR concepts, etc. are costs that are difficult to calculate if planning is not done on time. A comprehensive comparison of the various providers offering their services can help here. Possibly also a tender (see also www.vivafair.com the tender portal). An own project manager in the team can furnish here valuable achievements and lower the costs clearly.

5. cost trap regulations of the fair organizers

The devil is in the detail, especially at international trade fairs. Contract clauses are often tied to the assumption of services by the trade fair operator. For example, certain work may only be carried out by selected companies and even catering may be prohibited or even result in fines. It is therefore advisable to check these costs in advance and adjust the trade fair planning accordingly.

6. mobile elements help to save money

The advantages of reusable measuring components are obvious: The devices can be used again and again at several trade fairs. One of the advantages is a certain recognition value for existing customers. A coherent corporate identity can also be reflected in the elements for a trade fair presentation. When planning a campaign, you should consciously maintain certain structures. Of course, elements such as pop-up folding displays, trade fair counters, trade fair and event furniture, roll-up displays and inflatable trade fair walls can also be redesigned and arranged again and again, thus creating a new image with a high degree of recognition.