What to Do About High Admission for Industry Events and Advertising

Those prices sound very typical (and possibly even low) for the cost of attending most trade shows. And if you add in travel, lodging, meals and display/promotional material costs, it's not hard to put a few thousand into a single show.

Advertising costs are all over the map, depending on circulation and each individual source.

In both cases, remember that many of the other advertisers are bigger firms. If you gross $100,000, $800 sounds like a lot; if you make $10 million, $800 is petty cash. While there's something to be said for putting your name up next to the other big players, I think you're right about looking for other ways to reach your target audience.

Wow, that can be costly! I agree with Justin that the return on investment is a critical consideration. Plus it's good to know what your risk comfort level is. Priceless connections can be made at trade shows, etc. but if the risk is too high, it's wise to look for opportunties elsewhere. Some VC companies are affiliated with communication foundations which receive funds and grants for specific projects. Might want to check out those foundation in your area. (funder info should be public in those cases). Hope this helps. Best, Karen

I've spent this kind of money on marketing campaigns in the past. Created special brochures and followed-up relentlessly with the people I met. Life is serendipitous. You can't exactly predict which of 5 marketing initiatives in a given year are going to succeed.

Can you split the cost of a membership with another business owner who might derive from benefit from directories, accompanying you to a conference?

Are there other ways of going after the same market? These might be just as costly, and just as risky.

Do you have a mentor who's successfully campaigned to that market?