Think of your booth space as a blank canvas waiting for you to cover it with your brand and culture. So, you need a display of some kind to attract people’s attention and make them want to learn more about you. There is no one right way to outfit your booth space; similarly, there is no one wrong way… actually, there are many, many wrong ways.
If you’re exhibiting for the first time, you may be shocked by the many costs, such as renting the actual space, renting carpet, getting an electrical connection, and the display itself, among others. The critical factor is to get the best value for your exhibiting dollar. Things like electrical costs are fixed; you can’t do anything about it. However, you have many options when it comes to displays. You can easily purchase a retractable banner stand online for very little money. Conversely, you can easily purchase the most expensive display on the market. But you don’t want to look unprofessional or cheap, and you don’t want to spend more than you have to on a display.
You may want to consider renting an exhibit structure rather than buying. Renting the hardware generally costs less than purchasing, even though you still have to purchase the graphics. Renting gives you the flexibility to take a different approach with your display at subsequent shows without having invested too much money. When renting an exhibit, you also don’t have the cost associated with storage or asset management, aside from the printed graphics. Renting can help you stay within your budget, save you time, and offer more flexibility for changes to your exhibit when your brand or product demands it.
On the other hand, if you purchase a display, it will pay for itself with multiple uses. Plus it’s yours to do with what you want, and you can have new graphics printed to use at subsequent shows. A purchase is a longer-term investment, so be sure you get the most value from the transaction. Consider whether the display will meet your needs next year, three years from now, etc. What happens if something breaks? Is this brand warrantied? Can I add on to it if I have a larger booth space later?
Not all rental exhibits are cookie-cutter. You can find designs and layouts that look like they were made for you. Your exhibit is a key investment in your event marketing program. It is definitely worth the time to weigh the pros and cons of rental versus purchase before you decide on a new display.
What are YOUR thoughts on all this? We’d like to hear your comments!
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