Rent a Booth: Rule #1-Graphics Rule
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 business people that were more than willing to rent you a display rather than let you buy one no matter how cosmopolitan the industry becomes, renting an exhibit to somebody repeatedly just makes good sense; especially if the investment in the booth was paid for in the first two shows.
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 nuts to sell something over renting. Because of this, companies like Freeman, G.E.S., Champion, and every other show decorator in the U.S. will never sell anything to an exhibitor of greater value than a light bulb; and because of that, they have been very successful not only over the short term, but long term as well.
What essentials make for perfect display rental? Unfortunately, display rentals over the years have for the most part looked like a “rental” display, plus there aren’t many moves that you can make as a exhibitor that will make you look so ordinary so quickly as looking like you rented your booth. Then, what’s the secret of escaping the scourge of having a rental display even though it’s the only thing you can afford?
Start by first finding a display that’s primarily an impressive graphic rather than a large piece of hardware. In reality, when the viewing public sees a hardware structure over and over again at different shows, they sooner or later come to know that the booth they’re in is just a rental. However, if the attendee who visits the booth is drawn to the booth by tasteful graphics and interesting product demonstrations; then the hardware never becomes etched in the minds of the visitor and the memorable image is presented.
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 professional who knows exhibits and displays, to assist you in this endeavor. As the person responsible for the success of your marketing message, you have to be willing to admit that you may not have the credentials to create the right message and will need to rely on somebody trained in trade show graphic design. At the end of the day, your company’s fortunes and future might depend upon 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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