Analyse your weakest links
After your next exhibition, take time to examine your exhibiting programme in more detail. Check that your actions are not done from habit, but rather are productive and profitable. Think about all the shows you attend. How do they really fit into your marketing strategy? Are you attending them just because you’ve always done so or because your competition is there? These are often your weak links – the shows that utilise unnecessary time and energy. Think about doing away with the “nice to be at shows” and rather opt for putting all your energy into more profitable events that attract more quantities of your target market.
Watch excessive employee spending at shows, such as dining at the finest restaurants and ordering the highest priced items just because the boss is paying. Consider setting up a per day allowance, and make employees accountable for their expenses.