Creating a realistic trade show budget requires more than copying last year's numbers - discover the strategic approach industry veterans use to align spending with outcomes. In this clip from The Experience Builders Podcast, Khalil Benalioulhaj explores budget planning with Chris Griffin, who brings decades of experience helping experiential agencies maximize their event investments.

Chris challenges the common practice of using previous budgets as templates, emphasizing how changing goals demand fresh financial thinking. He reveals often-overlooked expenses that derail budgets - from staff incentives to booth activities - and explains why reverse-engineering from your desired attendee experience creates more accurate projections. This conversation addresses the critical disconnect between what exhibitors typically budget and what actually drives meaningful ROI at trade shows.

Key takeaways include identifying hidden cost categories that impact your bottom line, aligning budget allocation with specific event objectives, and understanding why traditional budgeting approaches fail in today's exhibition environment. Whether you're planning your first major show or reassessing your event strategy, this insight helps experiential professionals build budgets that support real business outcomes rather than just filling booth space.