Managing Trade Show Costs and ROI

It is cheaper to cancel!

As you are aware, we are already preparing for yet another trade show on the East Coast, this time in Washington, D.C. However, I have a big concern. While the first show in New York generated a lot of publicity for our new product launch, the number of leads we have had from subsequent shows has been minimal and the resulting business has not come close to paying for our costs to attend these big events.

I would therefore like to suggest that we politely withdraw from this upcoming show, even though we may forfeit our $20,000 space reservation fee which we have already paid. This way we will save the additional $20,000 to $30,000 it costs us to attend a show, by the time you add up all the booth costs, transportation and people costs. This is valuable marketing money that we could use for some other campaign that has a better chance of success.

PS There are humans working at the D.C. show organizers. If you let me discuss this with them, perhaps we can recoup some of the monies paid or role it over to some other event, despite what the contract says.

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