Over $24 billion are spent each year by U.S. Exhibitors on trade shows. According to B2B’s “2014 Marketing Outlook” study, events are the second largest area of growth in media spending. The average company will allocate almost one-third of its marketing budget to events such as trade shows and exhibits, and yet 70% of them set no specific objectives for their trade shows.
One of the first steps in trade show management is to determine your objective for attending the show. Half of the 200 largest trade shows held in the U.S. occur in one of only three cities: Las Vegas, Chicago, or Orlando. Chances are your business isn’t located in Las Vegas, Chicago, or Orlando, so attending a major trade show exhibition will mean travel expenses on top of the costs of trade show booth designs and paraphernalia. Ha