Exhibitions are an expensive part of your marketing budget, so it is important to make sure you put the right steps in place to get a good return on investment and make sure your stretch your exhibition budget as far as it can go!
Start with an exhibition budget plan and make sure you include all of the elements (there are lots of them). If you have an itemised list and assign costs based on historical events and new quotations, you will hopefully have a pretty accurate idea of the overall cost. Once you have a budget you can set your objectives and how you are going to gain the ROI you need to make your exhibitions successful.