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Read on to discover our five top tips for maximising your event budget across an entire tradeshow calendar.

If you exhibit several times a year, it can be a real drain on your budget.

We see it all the time: businesses book multiple events with stands of all different shapes and sizes, but little thought goes into making these marketing efforts as cost-effective as possible.

But it doesn’t have to be like that. There are plenty of ways to attend lots of exhibitions and trade shows in a short period of time, without eating up your budget. All it takes is a little planning!

1. Plan how your stand could look at each event

If you’ve booked multiple exhibitions for your brand or business, it’s a good idea to get a clear understanding of how each stand will look ahead of time. With good planning and a strong initial concept, it’s likely that parts (or all!) of your stand can be reused later down the line.

A good piece of advice at this point is to book similar size spaces if you can. Don’t book a 10x3m at one event and a 5x5m at another!

If you’re attending events where you have the same size floorspace, you can use the same stand over and over again. Or you can easily tweak the design to make it fit slightly different spaces throughout the year, without having to start from scratch.

We work with businesses not just for a single show, but across their entire show calendar. When coming up with an initial concept, we make sure our customers understand how it could look across all of their upcoming events and work with them to identify ways to recycle elements.

5 tips for maximising your events and marketing budget
Island space only Custom Exhibition Stand | Harrogate | Motive Exhibitions

2. Design your exhibition stand specifically to reuse

Businesses want to create bespoke stands, without breaking the bank. Of course they do!

Well the easy way to do that is to design your stand – or elements of it – with the intention of reusing or recycling elements from day one.

A great way to do this is to reuse all of the stand elements and framework (like the walls, desks etc) but change the graphics and messaging.

We’ve had great success doing this for IPL Global and Essential Cuisine, where we’ve used the same framework but created new graphics to suit the audience of each event.

You can also reuse the same panels, graphics and signs, but give each stand a different look by moving them around. We’ve used the same graphics several times for Danfoss but managed to create a bespoke-looking stand every time.

The great thing about reusing and recycling elements isn’t just that you’ll make your budget stretch further; you’ll also be contributing to making the events industry more sustainable and eco-friendly!

3. Design modular stands to maximise your budget

When people think of modular stands, they often think of ‘out of the box’ solutions that look low-end. 

But modular stands are actually a great way to maximise your budget across the year.

The personalisation options are pretty much endless. Explore adding custom elements to your space to make it look bespoke and professional.

We love working with clients to design a modular space to fit their needs and goals. All it takes is for us to know upfront that there is the intention to reuse the stand, so we can work out the best design to suit different spaces. 

EVIOS EV Custom Island Exhibition Stand | Motive Exhibitions
Exhibition Stand Designers | Motive Exhibitions

4. Prioritise your stand over your space, and maximise what you have

We see it time and time again. Businesses book the biggest floor space they can, and then realise they’ve blown their budget. They’re left with a massive space, but no money to spend on anything to fill it!

The key point here is that it’s not worth spending 90% of your budget on your space, and leaving yourself with hardly any options on what you can do with your stand. Even the scales out; budget for a smaller stand which looks great, rather than going big on floor space for the sake of it. 

We can advise you on what budget you should allow for what you are trying to create, and make sure that you have an awesome-looking stand which is the perfect size.

After all, there’s nothing worse than having a big space, but nothing to fill it!

5. Look at how your budget will be spent across the year

Make sure you have a long-term view of your events and exhibition stands across the year, and understand where (and when) your money needs to be allocated. 

Having a proactive approach to your event budgeting is key – it’ll allow you to identify where costs need to be reined in, or where you can be a little more lavish, throughout the year.

When working across a show calendar with multiple events, planning ahead is crucial. As well as helping you plan your visuals, we can also give you advice on the costs associated with your calendar – so there’s no nasty surprises along the way.

custom exhibition stand | Motive Exhibition | Cambridgeshire
Danfoss custom exhibition stand testimonial
We work with brands and businesses of all sizes to help manage, design and build bespoke stands across their show calendars.  

If you’d like to know more about how you can make your budget go further, get in touch with us and find out how we can take the pain out of exhibiting!

get your free exhibition stand design today

Speech Mark | LuxFilms Case Study | Motive Exhibition

They keep raising the bar every time"

Wow, what can I say!

I have arrived today and the stand looks incredible. The team at Motive have done a fantastic job as always - they keep raising the bar every time.

Gareth, UK Marketing Communications Manager, Danfoss

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David Hennessy

David Hennessy

David Hennessy is our Managing Director and co-founder of Motive Exhibitions. Based in St Neots we help businesses across Cambridgeshire, Bedfordshire and Northamptonshire exhibit across the UK and beyond.

Motive Exhibitions, 3 Orion Court, Ambuscade Road, Colmworth Business Park, Eaton Socon, St. Neots, PE19 8YX

01480 597 444  |

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