Exhibitions

8. Cost

8.1 Floor space rental costs typically range from £100 to £300 a square metre.

• Rental costs for a 12m2 stand at a small exhibition might be £3,000.
• Services (electrical outlets, furniture, plants) can add up to 20 per cent extra to the cost.
• Costs will generally be higher for exhibitions with high attendances and for some specialist exhibitions.
• If an organiser will not give you a discount, consider asking for written confirmation that nobody else is getting one, either.

8.2 Total costs will include several other elements, such as:

• Stand design, delivery and installation.Professional stand design will typically cost from £4,000.
• The cost of three employees for the duration of the exhibition in order to have two employees on the stand at all times.
• Publicity costs of any direct mail, advertising or PR.
• Miscellaneous costs (eg insurance).

8.3 Calculate how cost-effective an exhibition is likely to be in achieving your aims.

• If you aim to get leads (and sales), what is the expected cost per lead, and how does that compare with the anticipated profits you will ultimately make?
• If you want to get exposure, how much coverage do you expect?How much coverage could you get by spending the same amount on an alternative promotional effort?

8.4 Measure the results of the exhibition once it is over. Did you achieve your aims?

• How much press coverage did you get?
• How many leads did you generate?
• How many sales resulted from them?
• What was the total cost?