Let’s face it, event marketing is expensive. The cost of your trade show booth, exhibit space, shipping, and various show services can eat up a budget very quickly.
But here's the good news: you can save a considerable amount of money and still make a marketing impact by opting for a rental exhibit.
I know there can be initial reluctance to rent displays (quite frankly due to misconceptions about renting exhibits), but more and more savvy marketing professionals are realizing the benefits of renting.
Here are some common rental myths we can put to rest once and for all.
Myth #1 Rentals Are Low in Quality
There are some exhibit houses that certainly specialize in offering low-priced rentals of dubious quality. However, others focus on providing their clients with attractive, high-quality exhibit rentals designed to attract attention and connect with attendees. The displays are manufactured, stored, installed, and dismantled with the same precision and care as those available for purchase.
Myth #2 I Won't Have Enough Options if I Rent
Somehow, the notion has taken hold that booth rentals only come in a small range of colors, sizes, and configurations. While that may have been the case many years ago, it's not so today. You can rent an exhibit that is unique to your company. Whether you need a simple 10' x 10' inline booth or a massive two-story modular exhibit complete with towers, conference rooms, and innovative graphics that complement your brand, you can have it all in a rental solution.
Myth #3 Rentals Look Worn and Run Down
No respectable event marketing agency would rent out exhibits that look dilapidated. A booth in obvious disrepair would reflect poorly on the agency and likely consign the customer to failure at the event. That's no way to gain the customer's trust and future business. A reputable trade show company will ensure its exhibits look new every show. Every component is inspected for blemishes after each show. Imperfections are touched up and damaged pieces are repaired or replaced as needed. By contrast, a purchased exhibit used in numerous events over the years is sure to show noticeable wear and tear.
Myth #4 Exhibit Rentals Are Too Expensive Over the Long Run
It might seem as if paying rental fees for each show will ultimately cost more than paying a one-time sum, albeit a larger one, to own your display. However, when you own your exhibit you’ll have to pay for upkeep and maintenance, such as updating graphics and other design elements to make sure the booth reflects current trends. In addition, you’ll need to pay for shipping, storage, and you'll eventually need to retire the booth and invest in a new one.
Yes, renting a trade show booth does require a cash outlay for each show. On the other hand, you won't worry about the above concerns and expenses.
Myth #5 A Rental Can't Possibly Reflect My Company's Brand
It definitely can.
Renting a trade show exhibit isn't like visiting a car rental agency and driving off in whatever vehicle is available. The company you work with should be able to offer you an array of options that seamlessly fit your brand. If you are looking for a unique design element that perfectly captures your brand story, it can be custom designed to fit your needs. You can even integrate your own show assets.
Myth #6 Rentals Are Only for Cash-Strapped Exhibitors
You'd be surprised by how many recognizable brands exhibit with trade show booth rentals. Some need to participate in multiple shows in different cities during the same week, and renting gives them that flexibility. Others like the convenience that comes with renting. They don't have to worry about shipping, storage, refurbishment, and other details.
Big companies are opting to rent. They know doing so doesn't mean foregoing the aspects of exhibit design that draw people to their booths. If you’re still unsure about renting your booth, it’s okay. Just remember rentals are a great cost-effective solution to create a custom booth so you can generate measurable results.
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Matt Waterwall, Senior Exhibit Consultant
firstname.lastname@example.org | 630-376-1038
Matt draws on 10 years of experience in the trade show industry as a Senior Exhibit Consultant. Understanding your brand and its relationship to your clients, prospects, and industry is the foundation to his consultative approach. Matt’s goal is to create a branded trade show environment or event that serves as an exciting marketing vehicle to maximize your ROI. Matt is eager to evaluate your current program and show you how to get the greatest return on your investment.
Founded in 1999, TradeTec Skyline produces innovative trade show exhibits with unmatched customer service and a promise of NO POST SHOW BILLING for clients. As a Skyline Elite Partner, TradeTec offers the highest quality modular exhibits as well as custom and hybrid solutions. Located just west of Chicago, TradeTec has served over 6,000 clients and completed over 35,000 projects worldwide. They currently manage over 3,500 events each year. Learn more at ttchicago.com.