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Cutting Down Your Trade Show Budget Marketing Articles | May 6 Joe Thornton Jersey , 2004
Whenever a recession or volatility threatens the economy, companies immediately look at where they can cut budgets. Without much forethought, the first to hit the block is inevitably training, followe...


Whenever a recession or volatility threatens the economy, companies immediately look at where they can cut budgets. Without much forethought, the first to hit the block is inevitably training Evander Kane Jersey , followed closely behind by marketing. Why? Both are viewed on the balance sheet as expenditures rather than income generators, so obviously they?re hot contenders for elimination.

This is a very myopic way of thinking, especially for companies who want to remain globally competitive. Instead, at times like these when resources are under severe scrutiny, look at this as a golden opportunity to analyze your strategies. Put your activities under a microscope and closely examine what you?re doing and why you?re doing it. Often during times of plenty, the finance reins loosen up and some highly creative juggling takes place when budgets exceed their estimations. Obviously San Jose Sharks Jersey , we enjoy the abundant mentality and wish that it could last forever. But just as with all things in the universe there has to be a balance, and shortages add stability to plenty. Whenever highs exist, lows are inevitable.

So, instead of reacting to the highs and lows of the marketplace, what can you do to maintain a steady balance? Marketing and training are definitely keys to your success, so let?s examine five benefits and how they relate to your tradeshow participation.

1. Analyze your weakest links

When you take time to look examine your operation in more detail Sidney Crosby Jersey , you often discover that many of your actions are done out of habit rather than being productive and profitable. Think about some of the shows that you attend. How do they really fit into your marketing strategy? Are you attending them just because you?ve always done so, or because your competition is there? These are often your weak links, the shows that utilize unnecessary time and energy. Think about doing away with the ?nice to be at shows? and rather opt at putting all your energy into the more profitable events that attract larger quantities of your target market.

Another weak budgetary link is associated with excessive employee spending at shows, such as dining at the finest restaurants and ordering the highest priced items just because the boss is paying. Consider setting up a per diem allowance and make employees accountable for expenses. You might even reward them with the difference if they under spend their stipend.

2. Exhibit a global competitiveness mindset

To be a contender in the global marketplace and establish a vanguard positioning, you have to be out there come rain or shine. And, tradeshows signify an essential marketing strategy when it comes to visibility. Exhibiting demonstrates that you?re a serious player in the industry. However tough Jake Guentzel Jersey , it?s important to keep tradeshows as one of your major promotional strategies. Rather consider reducing space than totally pulling out a show, provided of course, that it?s the right show for you. Unfortunately, if you stop exhibiting completely, the ?buzz? on the show floor says publicly that you must be in financial trouble. This may be completely false, but it?s people?s perceptions that count. They?re the reality they believe. As the old adage states Matt Murray Jersey , ?out of sight, out of mind.? And, since memorability is a key factor associated with exhibiting, if you?re not seen, how can you possibly be remembered!

3. Focus on long-term results

Investing in both marketing and training means that you?re interested and willing to focus on long-term results. Neither is designed to give a ?quick fix,? rather using them continuously in an organized and planned manner Derick Brassard Jersey , will produce results. They?re like a dripping faucet, so long as the drops constantly fall into the tub, it will fill up. However, if you maintain a ?turn on, turn off? approach, that is train and market in times of plenty and discontinue when there?s a shortage Pittsburgh Penguins Jersey , then your results are likely to mirror your actions. Look at how you can keep an operational equilibrium to avoid the highs and the lows. Develop a consistent marketing and training strategy.

4. Inspire loyal worke