… From Biz2Biz NWA, April 2010
By Ken Abernathy, Big Hats Consulting / Fayetteville
Why does saving the planet cost us more than destroying it? Seems like everything that is “green” or “ eco-friendly” cost more. Shouldn’t the things that are destroying us have a premium price instead?
How can you get eco-friendly with your trade exhibit without starting from square one?
Answer: Baby steps!
Becoming greener with your trade show marketing doesn’t mean re-inventing the wheel or starting over. Here are five simple ways to become greener at your exhibit and save green in the process.
Lighten up
One of the biggest costs at any trade show is the materials handling and shipping – the price per hundred pounds you pay to move your products from the dock to the floor. On average the charge is $75 per hundred pounds. The less your materials weigh the less you pay, and the less fuel you burn, too.
Rent It
Reduce, reuse, and recycle by renting an exhibit. Until you are ready to buy an eco-friendly exhibit, renting is an option. Rentals have advanced so much that it’s hard to tell rentals from custom-built exhibits. Rentals can be 30% to 40% less than a purchase, plus you save storage and warehouse fees throughout the year.
Explore
There are many great eco-friendly exhibit products on the market now. You can buy show carpet and flooring made from recycled plastic and rubber. There are eco-friendly soy and water based inks. Graphics are printed on recycled fabric, and can even be returned to be recycled. Extruded aluminum is light and recycle-able. You don’t have to buy them all at once. Make a wish list, keep it updated, and add items gradually.
Pick a partner
We all love the Internet to shop for bargains. But a downfall is buying without the benefit of accountability from someone you don’t know. A tradeshow exhibit is a major part of any marketing plan, and buying at the lowest price may not help you in the long run. Pick a reputable tradeshow display provider who can help you make greener choices by showing you the best products available, with sound advice to go along with it. A reliable consultant can also help you sort through the choices in eco-friendly and green promotional products that tie in to your marketing plan.
Just Go
If you think about it, just going to a show is eco-friendly. You’re saving gas by meeting more leads in a three or four day period than you could in three or four months of standard sales activity. Just think of all those trips and gas-ups. Follow up with your newfound leads via online meetings, which saves fuel, too.
Ken Abernathy is president and CEO of Big Hats Consulting, a full service tradeshow program-consulting firm in Northwest Arkansas, and has more than 25 years experience in the tradeshow and event industry. He writes a column for Biz2Biz Northwest Arkansas. Have a question for Ken? Email: ken@bighatsconsulting.com.
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