Booth Rentals at Trade Shows: Rule #1-It’s About Graphics
The exhibit rental business has been around for many years, because for as long as trade show displays have been around, there has always been somebody that was more than anxious to rent you a exhibit rather than let you buy one no matter how sophisticated the industry becomes, renting a display to somebody repeatedly just makes good sense; especially if you get paid the same for each rental.
For those in the show contracting industry which I was a part of for a period of time, the old saying was always; “why sell it when you can rent it?” The feeling was that you’d have to be out of your mind to sell verses renting. This is why G.E.S., Freeman, Champion, and every other show decorator in the U.S. will never sell anything to an exhibitor of greater value than a paper clip; and because of that, a whole industry has been built on the success of that one principal.
What factors make for perfect exhibit rental? Unfortunately, display rentals over the years have for the most part looked like a “rental” display, and not many other thing in the business world make you look like an ordinary member of the pack as quickly as having a booth that looks rented. Then, what’s the secret of escaping the scourge of having a rental display even though it’s the only option you can afford?
Start out by finding a rental trade show display that is primary a graphic and not a hardware package. After all, it’s the hardware package that is repeatedly seen, that that quickly gets etched in the minds of attendees and eventually labeling your company’s identities as “one of those rental booths.” However, if what’s noticed first about the booth is its’ spectacular dye sublimation images and perhaps good product demonstrations, then the hardware melts into the background and the exhibitor’s overall message stands out rather than the metal and laminate.
Now what I just wrote about is only going to work with an targeted graphic message. Its at this stage of the game where you want to find a graphic designer who knows trade show exhibits, to assist you in this endeavor. You have to assume that you, as the president of your company, probably don’t have a clue what works when it comes to creating an effective graphics package, and therefore you have to put your ego aside and let the professionals handle it the first time. After all, the fortunes of your company may be decided by it.
Lowell Nickens is the owner of Shopforexhibits.com and Shopfordisplays.com; both of which offer perhaps the largest inventory of higher quality trade show displays found anywhere on the internet at very competitive prices.
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