Controlling marketing costs by investing in a used trade-show booth.
Thinking about investing in a trade-show booth? Buying a used one can offer substantial savings, says Joseph Mallon, executive vice-president of NovaSensor, a $10-million Fremont, Calif., manufacturer of silicon sensors.
NovaSensor had a limited marketing budget but wanted to make a big impression at trade shows. So Mallon turned to a San Jose company that specializes in selling used booths, and for the $34,000 he spent to buy and alter a large corporation's old booth, he got a booth that would have cost $150,000 to build from scratch. Plus, he was able to remodel it more quickly than a new one could have been designed.