Page 80 - Lighting Magazine December 2017

So Many Shows, So Little Time
(and money)
Lighting trade shows are critical for the exchange of new product and technical information, but the expense for exhibitors – and the growing list of events – has le many wondering if it has become too much. BY CINDY FOSTER WARTHEN
78 enLIGHTenment magazine | december 2017
www.enlightenmentmag.com
For any lighting industry professional – wheth- er you are an engineer, a leading lighting company, designer, or a student – a end- ing relevant trade shows and conferences to learn about the latest technologies and
product advancements to help further your educa- tion and awareness is vital. However, who really pays for the price of that knowledge and how does one decide how many and which shows to invest time, money, and energy in?
With lighting trade shows considered the largest e ective method for providing the critical exchange of new information, educational training, and ideal networking opportunities, there comes a major price tag. As the industry is constantly evolving, so has the
scale, size, and format of these events. Manufactur- ers can now choose from week-long expos, local lighting representative showcases, and targeted one to two-day regional shows. Each of these generate sizable expenses for the participating manufacturers.
With the passing of each new year, the market- ing departments of companies across the industry evaluate their annual budgets. For many lighting manufacturers, trade shows are an enormous ex- pense that can account for 25 to 35 percent of the budget. Since manufacturers may allocate anywhere from 5 to 25 percent towards industry shows and events, it’s not uncommon for the Chief Financial O cer (CFO) to ask, “Why are we participating in Show XYZ?”