When interviewing potential clients regarding their trade show plans, I’m often struck by how often many exhibitors don’t consider an exhibit rental. It’s surprising because many (if not most) of these exhibitors would benefit by implementing an exhibit rental strategy into their trade show program.
Have you noticed a change in trade show exhibits over the past few years? Instead of booths made up of wood, you now may notice that these booths consist of metal, polymers, fabric and other lightweight material. What you may not realize is that exhibit houses rent most of these new booths with these new materials. Rent? Yes. Does that make sense? In our view, YES, very much so. There are several reasons why – but here are the top 5:
1) You can treat your exhibit program like a Direct Mail campaign or any other Marketing Expense:
Many companies don’t want to have to deal with the various inconveniences (hassles) of owning an exhibit. Between storage, maintenance costs (1-5% of the purchase price per show), outdated booth designs, etc., etc., it doesn’t make financial sense to purchase a new exhibit. Simply writing a check and washing your hands of the maintenance, upkeep and other hassles of booth ownership is a huge appeal to most exhibitors today.