Exhibitor Magazine
Date: 01, September 2001

Cutting Corners

[Image Caption: Bird has made "do-it-yourself" the cornerstone of VOS' frugal trade show program.  The company refurbs its own booth, produces most of its own graphics, and transports its own carpet and furniture.]

VOS Systems Inc. follows a decidedly simple strategy to curtail exhibiting expenses.  "We try to cut corners any way we can," says Tony Bird, the company's vice president of sales and marketing.

Among other things, the Poway, CA, company manufactures voice-activated lighting control system similar to the infamous Clapper.  VOS spends about $60,000 annually to exhibit at three major shows: the National Hardware Show in Chicago, the Consumer Electronics Show in Las Vegas and the National Association of Home Builders Show in Atlanta.

Bird estimates that VOS' frugal approach trims between $20,000 and $30,000 from each year's show budget.  What's the key?  Careful planning and a knack for do-it-yourself refurbishing and graphics, Bird says.

For starters, VOS bought a used 10-by-20-foot booth from another manufacturer and had an in-house team build a custom backdrop for it.  The finished booths total cost was $4,000.  The company recently pumped another $500 into the exhibit to expand it into a 20-by-20-foot booth.  "If we'd had to buy it brand new, you could easily triple that price," Bird says.  "We'd probably be looking at $15,000."

VOS also saves big bucks by producing most of its own graphics and posters in-house.  Besides cuttings costs, in-house graphics offer the company flexibility, another big advantage.  "We can update for each individual show," Bird says.  "If we want to convey a different message from the Hardware Show to the Consumer Electronics Show to the Builder's, we can mix and match."

Think ahead.

When VOS ships its exhibit to a show, it packs everything but the kitchen sink.  Bird brings his own carpeting, garbage cans, tables and chairs.  The money-saving goal: Never rent anything from show management.

The carpeting alone has saved VOS a couple of thousand dollars at three shows, Bird says. The company paid only $400 for the two 10-by-20-foot rolls of carpet it uses in the booth.

Careful planning also is crucial to the cost-cutting equation.  VOS always pays in advance to secure discounted rates for show services.  By paying in advance for an electrical hook-up at the Hardware Show, for example, Bird cuts 25 percent off the cost of arranging for a hook-up closer to the show date.

The cheap way out may not be the easiest, but it has its advantages Bird says.  "If you really look into it and devote some time, you can cut a lot of corners and save a lot of money."