Tip 120: Cost-Cutting Tips
Controlling costs continues to be a priority in these times. However,
you should not jeopardize the inherent quality of your show
for short-term savings; cut fat and not bone. Some suggestions:
Printing/mailing promotion material. First, reduce the
number and size of the pieces you print/mail. To illustrate, if you normally
mail 75,000 of a 48-page brochure, try to:
Cut to 60,000 by eliminating 15,000 names on the least responsive lists.
Compress into 32 pages and refer them to the website for more detailed
Also, plan ahead and gang print all your pieces at one time. Finally, use
standard sizes (in multiples of 8-1/2 x 11).
Handout material. Instead of printing a thick book
containing the conference presentations, distribute a CD-ROM. One show was
spending $25 for a printed handout; the CD-ROM was half that.
Outsource. Outsource any function that is not fully surcharged
year round—for example, web master, floor management, conference content,
etc. There are many qualified consultants who are happy to take on these tasks.
Decoration. Even if your show decoration is "free", control
your impulse to transform the hall into a Polynesian fantasy. Instead, use
your credits to save money on required things such as signage.
Internet connection. Do not provide a live internet connection
for any conference session.