Event communication: cost comparison between design agency and automated solution for 500 exhibitors
TL;DR — For 500 exhibitors, an automated solution costs 5-10x less than a design agency (€15,000-25,000 savings) with reduced deadlines of 80-90% (a few days vs. several weeks). The automated solution also offers better scalability and guaranteed visual consistency.
1) Context: need for 500 personalized visuals
The need
Event: B2B professional trade show
Number of exhibitors: 500
Required formats:
- LinkedIn square (1200×1200)
- LinkedIn landscape (1200×628)
- Email header (1200×800)
- Email signature (600×150)
Total: 500 exhibitors × 4 formats = 2,000 visuals
Data to personalize:
- Company name
- Booth number
- Exhibitor logo
- Invitation code (optional)
2) Option 1: Traditional design agency
Process
Phase 1: Briefing and design (1-2 weeks)
- Brief meeting
- Base template creation
- Client validation
- Adjustments
Phase 2: Production (4-6 weeks)
- Manual creation of 2,000 visuals
- Exhibitor data integration
- Logo adjustments
- Quality control
Phase 3: Delivery (1 week)
- File export
- Organization by exhibitor
- Delivery (individual ZIPs or platform)
Total: 6-9 weeks
Costs
Template design:
- 4 templates (one per format): €2,000-4,000
- Revisions and adjustments: €500-1,000
- Subtotal: €2,500-5,000
Production:
- Manual creation: 2,000 visuals × €5-10 = €10,000-20,000
- Logo integration: 500 exhibitors × €2-5 = €1,000-2,500
- Quality control: €500-1,000
- Subtotal: €11,500-23,500
Delivery and support:
- File organization: €500-1,000
- Technical support: €500-1,000
- Subtotal: €1,000-2,000
Total design agency: €15,000-30,500
Advantages
- Total creativity
- Advanced personalization
- Artisanal quality
- Personalized support
Disadvantages
- High cost
- Long deadlines
- Limited scalability
- Difficult modifications (costly)
- Risk of human errors
3) Option 2: Automated solution
Process
Phase 1: Configuration (2-3 days)
- Template creation in tool
- Dynamic field mapping
- Tests with a few pilot exhibitors
- Final adjustments
Phase 2: Activation (1 day)
- Exhibitor data import (CSV)
- Access configuration
- Kit launch
Phase 3: Usage (ongoing)
- Exhibitors generate their visuals in 2 minutes
- Instant download
- Support if necessary
Total: 3-4 days (vs. 6-9 weeks)
Costs
Initial configuration:
- Setup and configuration: €500-1,500
- Template creation: €1,000-2,000
- Tests and adjustments: €500-1,000
- Subtotal: €2,000-4,500
Usage:
- Monthly subscription or package: €500-2,000
- Cost per activation (UA): 500 exhibitors × €0.50-2 = €250-1,000
- Subtotal: €750-3,000
Support and maintenance:
- Technical support: €200-500
- Maintenance: €200-500
- Subtotal: €400-1,000
Total automated solution: €3,150-8,500
Advantages
- Reduced cost (5-10x cheaper)
- Short deadlines (a few days)
- Unlimited scalability
- Easy and free modifications
- Guaranteed visual consistency
- No human errors
- Self-service for exhibitors
Disadvantages
- Less creativity (pre-defined templates)
- Personalization limited to configured fields
- Dependence on technical tool
4) Detailed comparison
Comparison table
| Criterion | Design agency | Automated solution | Gap |
|---|
| Total cost | €15,000-30,500 | €3,150-8,500 | -70 to -85% |
| Deadline | 6-9 weeks | 3-4 days | -95% |
| Scalability | Limited (linear cost) | Unlimited (fixed cost) | +∞ |
| Modifications | Costly (€50-100/visual) | Free (self-service) | -100% |
| Visual consistency | Risk of errors | Guaranteed (templates) | +100% |
| Creativity | Total | Limited to templates | -50% |
| Exhibitor support | Via agency (paid) | Self-service + support | -80% |
Cost scenarios
Conservative scenario (500 exhibitors):
Design agency:
- Average cost: €22,750
- Deadline: 7.5 weeks
Automated solution:
- Average cost: €5,825
- Deadline: 3.5 days
Savings: €16,925 (74% savings)
Scenario with modifications (20% of exhibitors request adjustments):
Design agency:
- Initial cost: €22,750
- Modifications: 100 exhibitors × €75 = €7,500
- Total: €30,250
Automated solution:
- Initial cost: €5,825
- Modifications: €0 (self-service)
- Total: €5,825
Savings: €24,425 (81% savings)
5) ROI analysis
Assumptions
Registration value:
- Paid badge: €50-200
- Client value (LTV): €500-2,000
Generated reach:
- 500 exhibitors × 40% adoption = 200 active exhibitors
- 200 exhibitors × 2 posts = 400 posts
- 400 posts × 600 impressions = 240,000 impressions
Conversions:
- 240,000 impressions × 3% = 7,200 registrations
Design agency ROI
Investment: €22,750
Generated registrations: 7,200
Value (badge €100): 7,200 × €100 = €720,000
ROI: (720,000 - 22,750) / 22,750 × 100 = 3,065%
Automated solution ROI
Investment: €5,825
Generated registrations: 7,200 (identical)
Value (badge €100): €720,000
ROI: (720,000 - 5,825) / 5,825 × 100 = 12,255%
Additional ROI: +9,190 points with automated solution
6) Specific use cases
When to choose design agency
Criteria:
- Very advanced creative need (complex visual identity)
- Low volume (< 50 exhibitors)
- Exceptional quality requirements
- Significant budget available
- Non-constrained deadlines
Examples:
- Premium event with unique visual identity
- Small event (< 100 exhibitors) with comfortable budget
- Need for custom illustrations or animations
When to choose automated solution
Criteria:
- Significant volume (> 100 exhibitors)
- Limited budget
- Tight deadlines
- Need for frequent modifications
- Scalability required
Examples:
- Large professional trade show (500+ exhibitors)
- Recurring event (multiple editions)
- Need for strict visual consistency
- Self-service desired for exhibitors
7) Hidden costs to consider
Design agency
Additional costs:
- Additional revisions: €500-2,000
- Post-delivery modifications: €50-100/visual
- Technical support: €500-1,000
- File reorganization: €500-1,000
Total additional: €1,500-4,000
Automated solution
Additional costs:
- Technical support: included or €200-500
- Template modifications: €200-500
- Scalability (additional exhibitors): €0.50-2/exhibitor
Total additional: €400-1,000
8) Recommendations
For 500 exhibitors
Recommendation: Automated solution
Reasons:
- Savings of €15,000-25,000
- Reduced deadlines of 95%
- Guaranteed scalability
- Free modifications
- Self-service for exhibitors
Recommended investment:
- Initial configuration: €2,000-4,500
- Usage: €750-3,000
- Total: €3,150-8,500
For lower volumes
< 100 exhibitors:
- Design agency can be competitive
- Automated solution still interesting for scalability
100-300 exhibitors:
- Automated solution recommended
- Significant savings + reduced deadlines
> 300 exhibitors:
- Automated solution strongly recommended
- Only economically viable option
9) Decision checklist
Questions to ask
Quick calculation
If (number of exhibitors × agency cost/exhibitor) > (automated solution cost):
→ Choose automated solution
Example:
- 500 exhibitors × €45 = €22,500 (agency)
- €5,825 (automated solution)
- 22,500 > 5,825 → Automated solution recommended
FAQ
Which solution is most cost-effective for 500 exhibitors?
An automated solution is generally 5-10x cheaper than a design agency, with reduced deadlines of 80-90%. For 500 exhibitors, savings can reach €15,000-25,000.
What are the advantages of an automated solution?
Reduced cost (5-10x cheaper), short deadlines (a few days vs. several weeks), unlimited scalability, guaranteed visual consistency, and possibility of real-time modifications.
When is a design agency preferable?
For very creative needs (complex visual identity, custom illustrations), very low volumes (< 50 exhibitors), or exceptional quality requirements requiring artisanal work.
Can I combine both approaches?
Yes, you can have templates created by an agency (€1,000-2,000) then use an automated solution for production (best of both worlds).
How to calculate ROI of each option?
Calculate total cost, estimate generated registrations (via reach × conversion rate), multiply by registration value, then calculate (Benefits - Costs) / Costs × 100.
Next steps
- Assess your need: number of exhibitors, budget, deadlines
- Compare options: agency vs. automated
- Calculate ROI: cost vs. expected benefits
- Test: pilot with 10-20 exhibitors
- Decide: choose the most adapted solution
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