Cost of ownership – the truth behind your trade show display’s bottom line

As marketing and event professionals know, the scope of any trade show or event display design is always governed by one controlling factor – BUDGET. A project’s budget is a means of keeping expenses capped while avoiding any unexpected over-spends. This also provides a laser focused mechanism for tracking your ROI.

Most of the time, rigid budgets are merely theoretical, as the final price tag is rarely even close. This does not have to be the case. The reason budgets are rarely set in stone is because of the “unknowns”. Inevitably, these unknowns can cause a project to exceed budget projections…sometimes tremendously.

So, how do we avoid this nasty problem??? The answer is as simple as basic math:

(A) + (B) = (C)
Budgeted Items + “unknowns” = TRUE BUDGET

Math can be tricky when variables are concerned. Event budgets are no different. Since we know what the initial budget (A) is, the variable (B) is your “unknown”. To figure out the TRUE BUDGET (C), we must determine the unknowns. This is where you, the marketing professional, can look like an event wizard (complete with crystal ball).

When shopping for displays and printing, your pricing only reflects what is called the “COST OF PURCHASE which includes what is “known”:

• Price of graphic design
• Price of building your display
• Price of Printing
• Price of having your display shipped to you

What we cannot account for (or avoid) are the unknowns. These fall into a second category – “COST OF OWNERSHIP” which refers to the costs associated with owning and operating a certain type of display. With the proper knowledge, these costs can be prepared for, greatly reduced or avoided entirely. This foresight has everything to do with making the correct decisions regarding your display purchase. Here are just some the things to expect regarding cost of ownership:


• Shipping costs (every show – inbound and outbound)
• Drayage costs (every show)
• Labor costs (every show – set up and tear down)
• Electricity costs (every show – varies based on the requirements of your display)
• Employee time / undue stress / reduced morale on the show floor

To make matters worse, overhead costs are recurring. This means that over the course of a year, you purchase your display only once, but you are paying for the cost of ownership each time the display is used.

What is the solution? One answer is – know your (enemy) cost of ownership. If you know that the operating costs for a particular display will be at a certain level, you can budget for it accordingly. This is a simple solution, but still very costly. In this case, you will manage to stay on budget, but have considerably less money to work with at the time of purchasing the actual display. This is due to the fact that most of your budget will need to be earmarked for your cost of ownership. In the end, this is no solution at all.

The correct way to combat this issue is – know your options. When shopping for your display, factor in all of the typical attributes which will effect your cost of ownership. These display attributes include:

• Weight
• Portability
• Ease of shipping
• Ease of use
• Low wattage appliances and lighting

Each of the factors listed above must be an important part of your decision making process. No matter what look, feel or aesthetic you are going for, there is a display out there which can work into your model. Many displays today can be set up and taken down by a single person in just minutes. And the best part:

• NO tools
• NO hair pulling
• NO union labor
• NO freight charges
• NO drayage
• NO last minute headaches

Portable, tool-less exhibits are no longer limited to basic pop-up displays and banner stands. Take a look at what is available out there. I’m sure you will be surprised at all of the options which are currently available. Just remember to always keep in mind – cost of purchase is a one time thing…cost of ownership is an every time thing. Put these elements together and you will always know the truth behind your trade show display’s bottom line!

Signage is Always On Duty

Signs and displays work hard every day as your "silent salesperson" to increase your revenue.

A University of San Diego Study on Signage and Display Return On Investment (ROI) states:

- One additional on-premise sign increased annual sales by 4.75%
- That same sign increased the number of orders by 3.93%
- One additional 36 sq. foot wall sign added $.06 per transaction
- One 144 sq. foot wall sign added $.78 per transaction
- New Signage increased revenue by 5%

Sign Tech will partner with you to create eye-catching signs that will maximize the return on your signage and displays.

Enjoying The Last Days of Summer

Summer has always been a time to take a little bit of a breather from the frenetic pace of the other seasons. Summer hours, vacations and a slower work schedule give everyone time to spend with their family, catch up on home projects and explore the world around us.

Print Tech is no different. While some have stayed close to home, a quick survey shows that some of our co-workers have vacationed in Washington D.C., North Carolina, Watkins Glen, the beaches of Delaware and the Jersey Shore.

But with the passing of the July heat waves and the coming of shorter days, it's becoming more apparent that Fall is just around the corner. That means cooler days, kids going back to school and most of us returning to business as usual.

So try to take some time during these last couple of weeks of Summer to relax and enjoy yourself; Fall, school, business and our regularly scheduled lives will be here soon enough. You deserve the break and we'll all be here when you get back.