WORM CATCHING FOR EARLY BIRDS!
Why exactly does the early bird catch the worm and what has this got to do with exhibiting? Well for one thing if you have decided to participate in an event why wait? The main motivation seems to be deposits. The quicker you book in the sooner a deposit is required for most shows. The fiscal argument therefore is what do I get for early payment versus waiting until later? Let’s see. . .[1] choice of location [2] hyperlinks to the organiser web site and the traffic that it can generate prior to an event [3] name and logo associated with the considerable pre-show marketing activity undertaken usually without cost to you [4] extra planning and briefing time [5] less hassle and if you need any more reasons, [6] cost savings.
Think about it from the organiser’s point of view. Early in their show cycle they want to generate as much publicity and interest as possible. They would be delighted to publish and re-publish your company name and details as an exhibitor. Then they will send invitations and mail shots (paper and electronic) which no doubt will contain your logo or details as well. Their floor plans will have you proudly outlined on stand number 666. Your entries in the show guide and catalogue will be entered and PR agents hungry for news stories will have less to sift through in the early stages of a campaign. I know clients who have picked up considerable contracts in advance of the show via web enquiries from a smaller pot than at show time.
On top of all this positive stuff, the often dreaded exhibitor manual will contain deadlines for ordering everything from your electrics through to your floral and furniture requirements. Depending upon the type of show there may be a range of furniture (say) that becomes increasingly popular and most contractors understandably have limited stock. You get your preferred choice and someone else has to worry about whether something else will do.
Additionally most contractors are quite rigid with their deadlines and therefore if your order arrives after their cut-off date, they incur additional charges which are typically passed on to the exhibitor directly. Whilst there are rarely ‘discounts’ to be had for booking early, there are most certainly penalties for booking late and some are severe.
The only other argument that I have heard for delaying booking a stand is one borne from the ‘advertising habit’. All too frequently the publishing world tends to reward late bookers with discounts. Rather than go to press with yet another filler advert, their yield can increase even with offering substantial discounts. As I media buyer I know that when I am called for advertising my first question is rarely about circulation figures or distribution statistics. Rather it is the question, “When is your copy deadline?” You see from experience I know that if I book at five to deadline, I get a great deal. If I phone up ON the deadline with my credit card, I get an even better rate. . . . and if I phone up at five past the deadline it’s always my ‘lucky day’! Sadly with more and more organisers this strategy just doesn’t work. Increasingly if they are in a position with a few unsold stands, they can widen the aisles or incorporate a feature area. So there you have it. Get in there quick – you know it makes sense.