Company Budget Sample Data - Excel

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					          INSTRUCTIONS FOR COMPLETING THE BUDGET WORKSHEET, % MARKETING BUDGET WORKSHEET AND ROI WORKSHEET.

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                                                       Instructions for Completing the Budget Worksheet

Step 1.    Print out these instructions if needed. Click once on the printer icon on the toolbar. Also, you can print out the Sample
           Completed Budget to see what a completed report looks like. Click once on the "Sample Completed Budget" tab below and
           click once on the printer icon on the toolbar.

Step 2.    Down below, click once on the "Blank Budget" tab. Type in your Company Name and the Trade Show Name, Location and
           Dates in the report's title (cells are colored blue).

Step 3.    For each item which applies to your company, enter the dollar amount spent on this same trade show last year in the
           This Show, Last Year, Actual column (colored green). This information will help guide you when budgeting for this year's
           trade show. If you did not exhibit at this show last year, leave the column blank.

           If you need to insert rows, click your mouse once on the row number where you want the new row. The entire row should be
           highlighted. Right click on your mouse and select "Insert". If you make a mistake, click on the "Undo" button. Be sure to check the
           Subtotal formula to make sure the new row is included in the formula -- click your mouse once on the Subtotal cell to see which
           rows are included in the formula. To change the formula, click your mouse once on the formula line and change the formula.
           Make sure you check all the formulas in that Subtotal's row.

           If you need to delete rows, follow the same instructions as above, only select "Delete".

Step 4.    Enter the estimated budget amount for this year's trade show in the "This Year: Budget" column. As a guide, you can use
           last year's numbers for the same trade show or numbers from a different yet similar trade show.

Step 5.    Compare your budget to the "Average Cost Benchmark" column. Click on the tab below to view the average expenditure % per
           expense category. Your percentage shows in the column titled "This Year's Budget As % of Total Cost".
           Make adjustments if necessary.

Step 6.    Remember to save this worksheet frequently so that you don't lose your work!

Step 7.    As you incur expenditures for this trade show, update this worksheet by entering the actual dollars spent in the Actual column.
           If more than one person is incurring expense for this show, ask Accounting to provide you with a report showing expenses
           incurred to date.

Step 8.    The Difference columns calculate automatically. If the difference is in parenthesis or has a - sign in front, that means
           you actually spent more than you budgeted.

Step 9.    To print the report, click on the printer icon on the tool bar. At the top right of the report, the date and time of the
           report will be printed. This will help you determine which print out is the most recent version.


                                               Instructions for Completing the % Marketing Budget Worksheet

The worksheet will show you how your budget allocation for trade shows compares to national averages.

Step 1.    Click on the % Marketing Budget tab below.

Step 2.    Type in your company's total marketing budget for the year for question #1.

Step 3.    Type in your company's total trade show exhibiting budget for the year for question #2.

Step 4.    To print the report, click on the printer icon on the tool bar.


                                                         Instructions for Completing the ROI Worksheet

The worksheet will compute your total exhibiting ROI as well as as the savings realized in lead generation and face to face selling interactions.
Enter data only into colored cells.

Step 1.    This worksheet is completed once all of your actual trade show costs are entered into the Blank Budget spreadsheet.

Step 2.    Enter the gross sales revenue which was attributed to this trade show. This is the total of at show sales
           and sales measured over time. You may want to run this calculation at the end of the show, again 90 days after or in line with
           your typical selling cycle.

Step 3.    Enter the cost of sales related to these sales.

Step 4.    Enter the total number of leads generated at the show, regardless of quality.

Step 5.    To print the report, click on the printer icon on the tool bar.
           If you want to remove the color from the cells, click on the cell, click Format, Cell, Pattern, No Color.
                                                           Company Name                                             Version: 1/5/2011 8:58 PM
                                                         Trade Show Budget
                                                         Trade Show Name
                                                         Trade Show Dates
                                                          Trade Show City
                                                                                                                This Year's This Year's
                                                    This Show                            Average    This Show   Budget As    Actual As
                                                     This Year                           Cost %     Last Year   % of Total  % of Total
Item                              Budget       Actual      Difference   Difference %   Benchmark      Actual       Cost        Cost

SPACE RENTAL:
 Booth Space                  $        -   $         -   $         -            0.0%                $     -           0.0%           0.0%
 Hospitality Suite                     -             -             -            0.0%                      -           0.0%           0.0%
 Other                                 -             -             -            0.0%                      -           0.0%           0.0%
    Subtotal                           -             -             -            0.0%          32%         -           0.0%           0.0%

EXHIBIT DESIGN:
 Booth Design                          -             -             -            0.0%                      -           0.0%           0.0%
 Construction                          -             -             -            0.0%                      -           0.0%           0.0%
 Refurbishing                          -             -             -            0.0%                      -           0.0%           0.0%
 Graphics                              -             -             -            0.0%                      -           0.0%           0.0%
 Professional Fee                      -             -             -            0.0%                      -           0.0%           0.0%
 Packing Design                        -             -             -            0.0%                      -           0.0%           0.0%
 Storage                               -             -             -            0.0%                      -           0.0%           0.0%
 Insurance                             -             -             -            0.0%                      -           0.0%           0.0%
 Display Materials                     -             -             -            0.0%                      -           0.0%           0.0%
 Set-up & Tear-down                    -             -             -            0.0%                      -           0.0%           0.0%
 Other                                 -             -             -            0.0%                      -           0.0%           0.0%
    Subtotal                           -             -             -            0.0%          13%         -           0.0%           0.0%

TRANSPORTATION (to & from):
 Freight                               -             -             -            0.0%                      -           0.0%           0.0%
 Drayage                               -             -             -            0.0%                      -           0.0%           0.0%
 Customs & Brokerage                   -             -             -            0.0%                      -           0.0%           0.0%
 Other                                 -             -             -            0.0%                      -           0.0%           0.0%
    Subtotal                           -             -             -            0.0%           9%         -           0.0%           0.0%

SHOW SERVICES:
 Electrical                            -             -             -            0.0%                      -           0.0%           0.0%
 Plumbing                              -             -             -            0.0%                      -           0.0%           0.0%
 Janitorial                            -             -             -            0.0%                      -           0.0%           0.0%
 Security                              -             -             -            0.0%                      -           0.0%           0.0%
 Utilities                             -             -             -            0.0%                      -           0.0%           0.0%
 Telephone                             -             -             -            0.0%                      -           0.0%           0.0%
 Equipment Rental                      -             -             -            0.0%                      -           0.0%           0.0%
 Furniture Rental                      -             -             -            0.0%                      -           0.0%           0.0%
 Carpet                                -             -             -            0.0%                      -           0.0%           0.0%
 Exhibitor Badges                      -             -             -            0.0%                      -           0.0%           0.0%
 Florist/Plant Rental                  -             -             -            0.0%                      -           0.0%           0.0%
 Photography                           -             -             -            0.0%                      -           0.0%           0.0%
 Other                                 -             -             -            0.0%                      -           0.0%           0.0%
    Subtotal                           -             -             -            0.0%          14%         -           0.0%           0.0%

TRAVEL & ENTERTAINMENT:
 Staff Salaries                        -             -             -            0.0%                      -           0.0%           0.0%
 Temporary Staff                       -             -             -            0.0%                      -           0.0%           0.0%
 Staff Transportation                  -             -             -            0.0%                      -           0.0%           0.0%
 Meals & Entertainment                 -             -             -            0.0%                      -           0.0%           0.0%
  Accomodation                         -             -             -            0.0%                      -           0.0%           0.0%
 Staff Training                        -             -             -            0.0%                      -           0.0%           0.0%
 Staff Attire                          -             -             -            0.0%                      -           0.0%           0.0%
 Other                                 -             -             -            0.0%                      -           0.0%           0.0%
    Subtotal                           -             -             -            0.0%          18%         -           0.0%           0.0%

ADVERTISING & PROMOTION:
 Print Advertising                     -             -             -            0.0%                      -           0.0%           0.0%
 Customer Hospitality                  -             -             -            0.0%                      -           0.0%           0.0%
 Sponsorships                          -             -             -            0.0%                      -           0.0%           0.0%
 Presentation Talent                   -             -             -            0.0%                      -           0.0%           0.0%
 Press Conference                      -             -             -            0.0%                      -           0.0%           0.0%
 Press Kits                            -             -             -            0.0%                      -           0.0%           0.0%
 Radio & TV                            -             -             -            0.0%                      -           0.0%           0.0%
 Collateral Material                   -             -             -            0.0%                      -           0.0%           0.0%
 Direct Mail                           -             -             -            0.0%                      -           0.0%           0.0%
 Mailing List Rental                   -             -             -            0.0%                      -           0.0%           0.0%
 Catalogues/Guides                     -             -             -            0.0%                      -           0.0%           0.0%
 Premiums                              -             -             -            0.0%                      -           0.0%           0.0%
 Agency Fee                            -             -             -            0.0%                      -           0.0%           0.0%
 Internet                              -             -             -            0.0%                      -           0.0%           0.0%
 Other                                 -             -             -            0.0%                      -           0.0%           0.0%
    Subtotal                           -             -             -            0.0%           6%         -           0.0%           0.0%

MISCELLANEOUS:
 Blank                                 -             -             -            0.0%                      -           0.0%           0.0%
 Blank                                 -             -             -            0.0%                      -           0.0%           0.0%
                                                           Company Name                                             Version: 1/5/2011 8:58 PM
                                                         Trade Show Budget
                                                         Trade Show Name
                                                         Trade Show Dates
                                                          Trade Show City
                                                                                                                This Year's This Year's
                                                    This Show                            Average    This Show   Budget As    Actual As
                                                     This Year                           Cost %     Last Year   % of Total  % of Total
Item                              Budget       Actual      Difference   Difference %   Benchmark      Actual       Cost        Cost

       Subtotal                        -             -             -            0.0%           1%         -           0.0%           0.0%



Lead Gathering/Fulfillment:
  Lead Form Printing                   -             -             -            0.0%                      -           0.0%           0.0%
 Card Reader Rental                    -             -             -            0.0%                      -           0.0%           0.0%
 Direct Mail Cost                      -             -             -            0.0%                      -           0.0%           0.0%
 Other                                 -             -             -            0.0%                      -           0.0%           0.0%
    Subtotal                           -             -             -            0.0%        0.40%         -           0.0%           0.0%

   TOTAL                      $        -   $         -   $         -            0.0%                $     -           0.0%           0.0%
               How the Trade Show Dollar Is Spent*

                                                     Other
                            Advertising/ Promotion    1%
                                      6%



                                                                    Exhibit Space
                Travel & Entertainment
                                                                        32%
                         18%




                     Show Services
                         14%



                                                             Exhibit Design
                                   Transportation                20%
                                        9%




* Exhibitor Magazine, December 2003.
                                                                                                     Version: 1/5/2011, 8:58 PM



                                                                                       1. What is Your Company's
                   Use of Marketing Tools and Budget*                                  Total Marketing Budget?
                                                                                        $                      -

   90%
                                                                                       2. What is Your Total Trade
   80%                                                                                 Show Budget?
   70%                                                                                  $                       -

   60%
                                                                                       Trade Shows as a % of
   50%                                                                                 Your Marketing Budget:
                                                              % of Companies Who Use                            0%
   40%                                                        Tool

   30%                                                        % of Budget Devoted to
                                                                                       Average Trade Show %:
                                                              Tool
   20%                                                                                                          14%

   10%
                                                                                       Your Trade Show Budget is
    0%                                                                                 Higher Than or (-) Lower Than
                                                                                       the Average by:
                                                                                                                 0%



* CEIR II, 1996.




                                     % of Who Use Tool
                            % of CompaniesBudget Devoted to Tool

Exhibitions                      81%       14%
Direct/Field Sales               85%       47%
Advertising                      66%       11%
Direct Mail                      62%        9%
Public Relations                 58%        7%
Telemarketing                    38%        5%
                                                                                                                                                                Version: 1/5/2011, 8:58 PM




                                                                                          Company Name
                                                                                   Exhibiting R.O.I. Calculations
                                                                                        Trade Show Name
                                                                                        Trade Show Dates
                                                                                         Trade Show City



Accounting R.O.I.:                          Cost Per Lead:                                                Cost Per Interaction:

 Sales Credited to Show        $   -        Exhibiting Costs                        $          -         # of Leads                                         0
Less Cost of Sales                 -        Divided by # of Leads                                  0     Times STL Ratio **                               2.4
Net Sales Revenue From Show        -        Your Cost Per Lead                      $          -         # of Interactions                            -
                                                                                                         Less # of Leads                                   0
Less Exhibiting Costs              -        Average Cost Per Lead                   $          233       Additional Interactions                      -

Profit From Show               $   -
                                                                                                         Exhibiting Costs                     $       -
                                            Average Cost of Field Sales Call*       $          302       Divided by Additional Interactions           -
                                            Less Your Cost Per Lead                 $          -         Cost Per Interaction                 $       -
Profit From Show               $   -        Savings Per Lead                        $          -
Divided by Exhibiting Costs        -        Savings %                                            0%
Accounting R.O.I.                      0%                                                                Average Cost of Field Sales Call     $       302
                                                                                                         Less Cost Per Interaction            $       -
                                            Additional Contribution to ROI          $          -         Savings Per Lead                     $       -
                                                                                                         Savings %                                      0%


Exhibiting R.O.I.:                          * The average cost of a field sales call is $302             Additional Contribution to ROI       $       -
                                            according to CEIR study of April 2000. If your
Profit From Show               $   -        cost is higher or lower, then estimate and change
Cost Per Lead Savings              -        this field.
Cost Per Interaction Savings       -           If you want to use your other lead generation             ** You can estimate your total booth traffic by
Total Profit From Show         $   -        programs such as print advertising, internet, direct mail,   multiplying the number of leads by the Stop-to-
                                            etc., then enter the cost per lead.                          Literature Ratio which according to Exhibit
                                                                                                         Surveys is 2.4.
Total Profit From Show         $   -
Divided by Exhibiting Costs        -
Total Exhibiting R.O.I.                0%
                                                        ABC Company                                                 Version: 1/5/2011 8:58 PM
                                                     Trade Show Budget
                                                      Trade Show 2001
                                                      February 28, 2001
                                                       Any Town, USA
                                                                                                                 This Year's This Year's
                                                                                                                 Budget As    Actual As
                                                       This Year                                   Last Year     % of Total  % of Total
Item                              Budget           Actual    Difference         Difference %        Actual          Cost        Cost

Space Rental:
 Booth Space                  $    60,000.00   $    75,000.00   $ (15,000.00)         -25.0%   $     50,000.00         13.2%         16.0%
 Hospitality Suite                  1,000.00         2,000.00      (1,000.00)        -100.0%          1,000.00          0.2%          0.4%
 Other                                   -                -              -              0.0%               -            0.0%          0.0%
    Subtotal                       61,000.00        77,000.00     (16,000.00)         -26.2%         51,000.00         13.5%         16.5%

Design & Construction:
 Booth Design                      80,000.00        79,500.00         500.00            0.6%         75,000.00         17.7%         17.0%
 Construction                      85,000.00        90,000.00      (5,000.00)          -5.9%         80,000.00         18.8%         19.3%
 Refurbishing                            -                -              -              0.0%               -            0.0%          0.0%
 Graphics                           6,000.00         7,500.00      (1,500.00)         -25.0%          5,000.00          1.3%          1.6%
 Professional Fee                  30,000.00        20,000.00      10,000.00           33.3%         25,000.00          6.6%          4.3%
 Packing Design                          -                -              -              0.0%               -            0.0%          0.0%
 Storage                            1,000.00           900.00         100.00           10.0%          1,000.00          0.2%          0.2%
 Insurance                          1,000.00           850.00         150.00           15.0%          1,000.00          0.2%          0.2%
 Display Materials                  2,500.00         3,000.00        (500.00)         -20.0%          2,500.00          0.6%          0.6%
 Set-up & Tear-down                 3,000.00         5,000.00      (2,000.00)         -66.7%          3,000.00          0.7%          1.1%
 Other                                   -                -              -              0.0%               -            0.0%          0.0%
     Subtotal                     208,500.00       206,750.00       1,750.00            0.8%        192,500.00         46.0%         44.2%

Transportation (to & from):
  Freight                          27,000.00        24,000.00       3,000.00           11.1%         25,000.00          6.0%           5.1%
  Drayage                           2,000.00         1,500.00         500.00           25.0%          1,000.00          0.4%           0.3%
  Customs & Brokerage                    -                -              -              0.0%               -            0.0%           0.0%
  Other                                  -                -              -              0.0%               -            0.0%           0.0%
     Subtotal                      29,000.00        25,500.00       3,500.00           12.1%         26,000.00          6.4%           5.5%

Show Services:
 Electrical                         5,000.00         4,000.00       1,000.00           20.0%          5,000.00          1.1%           0.9%
 Plumbing                           6,000.00         8,000.00      (2,000.00)         -33.3%          6,000.00          1.3%           1.7%
 Janitorial                         1,000.00         3,000.00      (2,000.00)        -200.0%            500.00          0.2%           0.6%
 Security                             500.00           500.00            -              0.0%            500.00          0.1%           0.1%
 Utilities                            500.00           650.00        (150.00)         -30.0%            500.00          0.1%           0.1%
 Telephone                            500.00           850.00        (350.00)         -70.0%            500.00          0.1%           0.2%
 Equipment Rental                   2,000.00         3,500.00      (1,500.00)         -75.0%          2,000.00          0.4%           0.7%
 Furniture Rental                   3,000.00         7,000.00      (4,000.00)        -133.3%          3,000.00          0.7%           1.5%
 Carpet                             1,000.00         2,500.00      (1,500.00)        -150.0%          1,000.00          0.2%           0.5%
 Exhibitor Badges                     200.00              -           200.00          100.0%            200.00          0.0%           0.0%
 Florist/Plant Rental                 200.00           300.00        (100.00)         -50.0%            200.00          0.0%           0.1%
 Photography                        1,000.00              -         1,000.00          100.0%          1,000.00          0.2%           0.0%
 Other                                   -                -              -              0.0%               -            0.0%           0.0%
    Subtotal                       20,900.00        30,300.00      (9,400.00)         -45.0%         20,400.00          4.6%           6.5%

Personnel:
 Staff Salaries                    15,000.00        15,800.00        (800.00)          -5.3%         10,000.00          3.3%           3.4%
 Temporary Staff                         -                -              -              0.0%               -            0.0%           0.0%
 Staff Transportation               5,000.00         4,500.00         500.00           10.0%          5,000.00          1.1%           1.0%
 Meals & Accomodation               6,000.00         4,400.00       1,600.00           26.7%          5,000.00          1.3%           0.9%
 Staff Training                     5,000.00         5,750.00        (750.00)         -15.0%          5,000.00          1.1%           1.2%
 Staff Attire                       2,000.00         1,000.00       1,000.00           50.0%          3,000.00          0.4%           0.2%
 Other                                   -                -              -              0.0%               -            0.0%           0.0%
    Subtotal                       33,000.00        31,450.00       1,550.00            4.7%         28,000.00          7.3%           6.7%

Advertising & Promotion:
 Print Advertising                  3,000.00         2,500.00         500.00           16.7%          1,000.00          0.7%           0.5%
 Customer Hospitality              20,000.00        24,500.00      (4,500.00)         -22.5%         25,000.00          4.4%           5.2%
 Sponsorships                       5,000.00         6,000.00      (1,000.00)         -20.0%          3,000.00          1.1%           1.3%
 Presentation Talent                     -                -              -              0.0%               -            0.0%           0.0%
 Press Conference                        -                -              -              0.0%               -            0.0%           0.0%
 Press Kits                           500.00              -           500.00          100.0%          1,000.00          0.1%           0.0%
 Radio & TV                              -                -              -              0.0%               -            0.0%           0.0%
 Collateral Material               15,000.00        14,000.00       1,000.00            6.7%         10,000.00          3.3%           3.0%
 Direct Mail                       10,000.00        11,500.00      (1,500.00)         -15.0%          5,000.00          2.2%           2.5%
 Mailing List Rental                1,000.00           500.00         500.00           50.0%            500.00          0.2%           0.1%
 Catalogues/Guides                  2,000.00           500.00       1,500.00           75.0%          2,000.00          0.4%           0.1%
 Premiums                           2,000.00         3,500.00      (1,500.00)         -75.0%          2,000.00          0.4%           0.7%
 Agency Fee                        20,000.00        15,400.00       4,600.00           23.0%         25,000.00          4.4%           3.3%
                                                        ABC Company                                              Version: 1/5/2011 8:58 PM
                                                     Trade Show Budget
                                                      Trade Show 2001
                                                      February 28, 2001
                                                       Any Town, USA
                                                                                                              This Year's This Year's
                                                                                                              Budget As    Actual As
                                                       This Year                                Last Year     % of Total  % of Total
Item                              Budget           Actual    Difference         Difference %     Actual          Cost        Cost

 Internet                           5,000.00         2,000.00       3,000.00           60.0%       5,000.00          1.1%          0.4%
 Other                                   -                -              -              0.0%            -            0.0%          0.0%
    Subtotal                       83,500.00        80,400.00       3,100.00            3.7%      79,500.00         18.4%         17.2%

Miscellanous:
 Blank                                   -                -              -              0.0%            -            0.0%           0.0%
 Blank                                   -                -              -              0.0%            -            0.0%           0.0%
    Subtotal                             -                -              -              0.0%            -            0.0%           0.0%



Lead Gathering/Fulfillment:
  Lead Form Printing                1,000.00           500.00         500.00           50.0%       2,000.00          0.2%           0.1%
  Card Reader Rental                1,000.00         1,000.00            -              0.0%       1,000.00          0.2%           0.2%
  Direct Mail Cost                 15,000.00        14,400.00         600.00            4.0%      15,000.00          3.3%           3.1%
  Other                                  -                -              -              0.0%            -            0.0%           0.0%
     Subtotal                      17,000.00        15,900.00       1,100.00            6.5%      18,000.00          3.8%           3.4%

   TOTAL                      $   452,900.00   $   467,300.00   $ (14,400.00)          -3.2%   $ 415,400.00        100.0%        100.0%

				
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