As a result, you’re probably among the majority of exhibit managers being asked to do more — or at least the same — with less. And if you’re like a lot of unlucky industry professionals, you’re not just being told to make cuts; you’re being told to cut deep.

But slashing budgets with a chainsaw isn’t the way to go. Rather, exhibit managers need to carefully review their budgets, question every expenditure, and eliminate anything that does not help them reach their goals and objectives. When conducting your analysis, always look for invisible costs, and never cut where an attendee, customer, or prospect will see. For example, don’t skip refurbishing your exhibit or replacing tattered graphics,
as a damaged exhibit reflects negatively on your company’s image, priorities, and financial well-being.

Luckily, more covert cost-cutting techniques, like the seven listed here, will help you save some cash without signaling that your company is in financial trouble.

1. Meet discount deadlines. Pay attention to meeting the show’s “early bird” deadlines, and get written confirmation of those orders when you place them. Missing an early bird deadline can double the cost of a product or service. Also keep an eye on when rush charges kick in for the production of graphics and literature and the date by which you have to ship your show-related freight to avoid paying expedited shipping charges.

2. Order in bulk. You may be able to get discounts by ordering giveaways for multiple trade shows or producing graphics that can be used and reused at several shows. For example, instead of ordering 100 promotional items for each of your company’s 10 annual trade shows, consider ordering 1,000 of the items all at once and asking your supplier for a discount.

Depending on the quantity of your order, you may be able to negotiate sizeable discounts of up to 20 percent or more. But be sure to avoid any sort of text or graphics that date the items and preclude you from using them at future shows — such as the show name or URL for a specific product.

3. Team up. Partner with another division of your company and exhibit in a “corporate booth” instead of paying for individual exhibits. Oftentimes larger companies end up with multiple smaller exhibits to represent their various divisions across the trade show floor. However, going the corporate-booth route is likely to save you money, and a single, larger exhibit will probably get you more bang for your buck than a handful of uninspired 10-by-10-foot spaces.

If you work for a smaller company that doesn’t have multiple divisions exhibiting at the same shows, consider partnering with a company that sells complementary — but not competing — products. For example, if you make stationery, perhaps you can co-exhibit with a company that sells scrapbooks. You’ll need to get show management’s approval for any partner arrangements, but it’s worth investigating, especially if you’re unable to afford exhibiting on your own.

4. Get multiple bids/quotes. Getting quotes from a number of vendors will let you know if your current vendor’s pricing is competitive. Bidding out your business will also keep your current vendors on their toes. Always ask for line-item quotes so you can do an apples-to-apples comparison. This will also allow you to decide what line items you can cut if you still need to pare down your bottom line. And, with many vendors having financial problems these days, it’s always good to have backup vendors. I’ve already had one long-term vendor go belly up.

But remember that the lowest-cost provider is not always the best option. Writer Oscar Wilde cautioned against being the “man who knows the price of everything and the value of nothing.” Remember the saying, “Good. Fast. Cheap. Pick any two,” and keep in mind that there will be times when the loyalty of a long-time vendor, who may not be the least expensive, will pay off exponentially.

5. Ask your vendors for help. Capitalize on the expertise of your vendors to control your budget without sacrificing quality. Tell them what goals you’re trying to achieve and what your budget is; then, turn them loose to help you achieve your goals within your budgetary parameters.

Exhibit houses, in particular, are becoming masters of refurbishing and reconfiguring exhibits to help cut down on everything from the cost of a new custom booth to shipping and drayage fees. Your vendors have a vested interest in helping you survive budget cuts as well, so don’t be afraid to at least ask for their suggestions.

6. Eliminate unnecessary staff. Select a smaller, more effective booth staff so you can reduce the cost of travel, food and beverage, hotels, etc. Plus, with a well-trained, talented staff, you can potentially cut 25 percent of your original staff without reducing the number of contacts and qualified leads you’re able to interact with at the show. However, this only works if you train your staff to work efficiently and effectively during show hours.

7. Drop turnkey services. If you’ve been paying the 25- to 30-percent turnkey markup to your exhibit house when you order your show services such as installation-and-dismantle labor, it might be worth re-evaluating the benefits you’re getting through that partnership.

Find out if your exhibit house is hitting the discount deadlines. Is it negotiating for I&D and shipping discounts on your behalf? If not, you may be able to do it on your own for less. Negotiating discounts in these areas is standard practice in the industry.

Ruling that the campaign finance laws in question violate the First Amendment, the high court lifted both the corporate spending ban as well as the blackout period that stops groups from buying ads within 60 days of an election. Because the court’s action essentially reversed a prior case first argued in Michigan, the decision will likely be applied to federal and state elections. Add this recent ruling to the equation and allow corporations and unions to spend on their candidate and avoid the $500 campaign contribution limit and the results should be significant.

While the court’s decision has been welcomed by marketers, the White House has quickly and harshly criticized the ruling, with President Obama calling it “a victory for big oil, Wall Street banks, health insurance companies and the other powerful interests that marshal their power every day in Washington to drown out the voices of everyday Americans.” Obama has pledged to work closely with Congress to mitigate the effectiveness of the decision, possibly by backing efforts that would require shareholders to vote before a corporation could spend money in elections.

The court’s split decision fell along political lines, with Justice Anthony Kennedy serving to break the tie and writing the majority opinion.

Create a trade show project timeline. Take a look at the show exhibitor manual that is available. Many show manuals include a chronological list of deadlines that make an excellent starting point for your personalized project timeline. Things that you may add to this list include: preparation and shipment of your products and literature, making your travel arrangements, hotel accommodations for you and your staff, making arrangements for activities, dinners, etc. during the show.

* Make a folder or binder to contain all of the confirmations and show services forms that you have submitted.
* Create a list of important telephone numbers. These are specific to each show. This can be done electronically or manually but should be something that you have with you at all times in the trade show city.
* Check the weather in the trade show city. Make sure that you bring the right clothes for the climate and keep in mind that the convention center might not be heated or air conditioned during installation and dismantling.
* Take a good digital camera to document things. Cell phone cameras are getting better but the best results can be expected if you use a decent quality digital camera. You will want to photograph your display to reference for future show planning. You may need to document damage to items during shipment. You may wish to take some shots of competitors displays or other exhibits that you find attractive.
* Plan how you will evaluate the show and collect the necessary information.
* Make sure that your booth staffers are aware of the show hours and when they are to work the booth.
* Plan a booth staff orientation meeting in the booth before the show opens on the first day to make everything work smoothly.
* Think about dismantle. Where and how are your materials being shipped after the show. Have labels and paperwork filled out to eliminate unnecessary confusion during dismantle.
* Leave yourself sufficient time to catch your plane. Dismantle will go much better if you are not in a rush to get to the airport.
* Have fun!