Tradeshows After the Great Recession

I always enjoy the various places Tembua exhibits around the country. Meeting new people and explaining about the changes and improvements in the language industry is one of the best parts of my job!

During the recession from which we’re still recovering, marketing budgets were often cut to the bone and it’s interesting to see how various exhibitors are stretching their dollars.

  • Booths that used to have 4 staff members now have 2.
  • The selection of give-always has shrunk.
  • Some companies have purchased carpet squares instead of paying the sometimes exorbitant price to rent carpeting from the facility for 3 or 4 days. We’ve been told the squares pay for themselves in 2 or 3 shows and will purchase later this fall.
  • We’re seeing fewer and fewer printed materials, a trend I applaud because so much paper makes its way directly to the waste bins outside the exhibit hall.

Tembua has found its own ways to cut costs while still making our presence known.

We enjoy setting up one of our fully-functioning interpreting booths and have had live interpreters working in it during conferences. Last year Groot and Gamora spoke recorded messages to direct people’s attention to the booth. This year they will both sit in the booth with the equipment. (Come see them at booth 1501 at MD&M in Minneapolis this week!) Another Star Wars friend will join them outside the interpreting booth.

Face-to-face contact is simply the best way to begin or continue building a relationship. Tradeshows, conventions and industry meetings are stellar opportunities for that contact. Yes, those events can take a significant portion of the marketing budget but there are ways to make an impact for fewer dollars.

I’d be interested to hear the creative methods your company uses to exhibit efficiently!


About tembua

Tembua: The Precision Language Solution provides comprehensive linguistic services for 100 languages to private industry and government agencies on a global scale. Services include document and website translation and localization; conference and 24/7 telephonic interpretation; glossary development; proofreading, text adaptation, editing, multilingual design and DTP; transcription; technical / custom authoring editing, foreign search engine optimization; translation memory management; subtitling.
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