I judged the annual trade show marketing competition for Exhibitor magazine yesterday. There were four of us, all experienced trade show marketers, and submissions from companies of all sizes with projects that cost from $20,000 to $900,000.
Guess what? There was no correlation between how much they spent and how good the work was.
Most of the submissions, it was either a good idea poorly executed, or a poor idea in the first place.
The moral of the story of course is that it isn’t the amount of money spent that makes for effective marketing (You CAN often make up for mediocre marketing just by throwing a lot of money at it).
It is a good idea, well executed.