As the calendar resets and the glitter settles, so comes the time to face the annual reckoning of forecasts and financial goals. This critical window invites companies to retie their purse strings, rethink their priorities, and reset for a profitable new year. To help navigate the numbers, we consulted an industry expert, Al Mercuro the strategic marketing and client engagement advisor for Genesis Exhibits, to share his approach to building and balancing budgets. From creative cost-cutting and trending tools to hard-learned lessons, our expert’s insight will help each of your dollars work a little harder.
Show Me the Money (Plan): A General Approach to Budgets
When you first sit down to create a budget, where do you start?
I start with the “why.” Before any number goes on paper, I need to know what success looks like—visibility, lead generation, or client engagement. Once goals are defined, the numbers fall into place. I structure every budget in three parts: the booth, show services, and program costs. That framework keeps expectations clear and prevents surprises later.
What’s your personal philosophy when it comes to balancing cost versus quality?
Quality isn’t about spending more; it’s about spending wisely. I focus on value per impression. Materials and finishes don’t have to be the most expensive to create a premium experience. If the structure supports flexibility, longevity, and sustainability, that’s real quality. Poor-quality work, on the other hand, is the most expensive mistake because it costs credibility.
Is a “successful” budget one that comes in under cost, or one that achieves the goal regardless of spend?
A successful budget is one that performs as intended. Coming in under budget doesn’t mean much if you’ve compromised the result. The best budgets deliver measurable brand impact, not just savings. Smart budgets are also responsive. They anticipate the unexpected and adapt to protect both outcome and investment.
What’s a common budgeting mistake you see others make?
Underestimating show services—such as drayage, labor, electrical, and internet—can add 30 to 40 percent to the total. Many teams plan only for the exhibit itself and forget everything around it. The best budgets are built collaboratively with marketing, procurement, and logistics all at the same table from the start.
Is there such a thing as being too budget-conscious?
Absolutely. When every decision is driven by cost, you risk shrinking creativity and brand presence. Exhibiting is about connection, not just control. You can’t save your way to success. The smartest money is the money that works hardest—the investment that builds relationships and momentum.
A Little Off the Side: Cutting Costs Creatively
When you have to tighten the budget, what’s the first place you look to save?
I start with logistics. Freight, storage, and shipping can quietly eat into margins. Simple planning, such as lighter materials, better packing, or smarter routing, can create big savings without touching the attendee experience.
Can you share a clever cost-cutting solution that surprised you with how well it worked?
Reconfiguring an existing booth for multiple events. We once reimagined a 30 by 30-foot space into a 20 by 20-foot for a secondary show using the same structure and updated graphics. The client saved nearly half the cost of a new build and still looked fresh on the floor.
How do you approach conversations with clients or teams when cuts are necessary?
Start with transparency. Everyone needs to understand what’s being reduced and why. Then find trade-offs that protect the experience, like reusing assets, simplifying a layout, or introducing digital content instead of printed collateral. The goal is to preserve impact, not just reduce expense.
What’s something people think they can’t cut—but actually can?
Printed materials. Most of them end up in recycling bins. Digital content, QR-driven materials, or on-screen messaging save money and reduce waste while improving engagement. It’s one of those cuts that actually elevates quality.
How do you make sure cost-cutting doesn’t mean quality-cutting?
By asking one simple question: Will this change affect how the brand feels? If it compromises experience, we find another place to adjust. It’s all about outcome-based budgeting, protecting what matters most to attendees and clients.
Calculated Moves: Budgeting Tools, Strategy, and Trends
What budgeting tools, platforms, or methods do you swear by?
At Genesis Exhibits, we’ve built and trained Trade Show Maestro Custom GPT to help both new and seasoned exhibit managers streamline their budgeting process. It structures costs, forecasts services, and calculates contingency planning automatically. For larger programs, I still pair Trade Show Maestro outputs with a live spreadsheet or project management platform for real-time tracking.
How has your approach to budgeting changed in the past few years?
Budgets used to be static. Now they’re living documents. Market volatility, labor rates, and shipping costs can change overnight. I build budgets that evolve with those realities and use data from Trade Show Maestro to run quick what-if scenarios before committing. Agility has replaced rigidity.
Are there new trends or technologies that are making budget management easier—or harder?
Easier, thanks to better data. Trade Show Maestro has become a real advantage for us because it can prepare accurate budgets quickly, compare options, and flag potential overages before they happen. For seasoned teams, it saves time; for first-time exhibitors, it builds confidence. The harder part is that technology itself has become a budget category. Tech such as virtual experiences, content licensing, and analytics all add new layers to manage.
How do you factor in inflation, rising material costs, or unpredictable expenses?
We plan for reality, not idealism. Every budget I build includes escalation factors and a defined contingency range. It’s about preparing, not reacting. Strong vendor relationships and early material decisions also help lock in pricing before markets move.
Do you prefer building contingency funds or managing adjustments as they arise?
Always build in contingencies. A 10 to 15 percent reserve is not optional; it’s responsible. You can always reallocate unused funds toward enhancements, but you can’t improvise money mid-project. Contingencies protect creativity and calm under pressure.
Bank on It: Advice & Lessons Learned
What’s the best money advice you’ve ever received?
“Spend with purpose, not pride.” Every dollar should have a defined job. If it doesn’t drive engagement, efficiency,
or brand equity, it doesn’t belong in
the budget.
What’s one budgeting rule you think everyone should follow?
Define success before defining cost. The budget should be the result of a strategy, not the starting point. That clarity saves money and frustration.
If you could go back and redo one budget, what would you change?
I’d dedicate more funds to post-show engagement. Too often, we spend everything on the booth and little on what happens after—like follow-up, data, and storytelling. That’s where ROI is proven.
What’s one thing you wish clients (or your team) better understood about budgeting?
That a budget isn’t a barrier, it’s a creative roadmap. When used correctly, it guides smarter design decisions and aligns everyone toward the same goal. It’s a strategic tool, not a constraint.
Do you think “budget” has become a dirty word—or is it a creative challenge?
It’s absolutely a creative challenge. Limits don’t restrict creativity; they define the playing field. Some of the most successful, memorable exhibits I’ve seen were born from the need to do more with less, and that’s where ingenuity shines.
Smart budgeting is not about perfection; it’s about preparation. As Mercuro reminds us, flexibility and foresight are stewards of successful budgetary planning. Whether the year ahead brings surprises or steady growth, the advantage lies in knowing that your budget isn’t fixed, but instead, evolves alongside you.
With over 35 years in tradeshows and event marketing, 32 of them at Genesis Exhibits, Al Mercuro has built a career developing innovative, sustainable solutions that help clients engage audiences through live and hybrid events. Recognized as the “Jedi Master of Trade Shows,” he also servse on industry boards including the Live Event Coalition, the Events Education & Workforce Development Federation, the EDPA Sustainability Committee, and MUSE, where he work to advance sustainability and innovation across the event industry.
Image credit: Adobe Stock
This story originally appeared in the Q1 2026 issue of Exhibit City News, p. 26. For original layout, visit https://issuu.com/exhibitcitynews/docs/exhibit_city_news_-_jan_feb_mar_2026/26.
