When to Rent and When to Buy a Trade Show Exhibit

Mar 9, 2010

by Tim Patterson

If you’re faced with the decision on whether to rent or purchase a new tradeshow booth, you’ll end up looking at the decision from many different angles.

First, there’s the biggest difference: the cost. A general rule of thumb is that is costs about one-third to one-half as much to rent a booth as it does to purchase the same booth. This means that if you purchase it outright, you’ve amortized the rental cost in the first two to three uses.

Beyond that, there are the additional costs of ‘dressing up’ the rental: graphics, carpeting, chairs, tables and other items that may be above and beyond the cost of the actual booth rental. Graphics tend to be one of the more expensive items: if you rent a booth, you still have to put your branding on it. If the rental is a standard configuration, such as a curved wall pop-up, getting graphics designed and produced is not going to a difficult or challenging task. But if the booth you’re renting is an elaborate custom-type booth, the graphics are likely to be a one-time use for that particular booth. Not a big deal if you plan to discard the graphics at the end of the show or rent the exact same booth again, but if you don’t plan ahead you’ll most certainly need to budget for new graphics for the next show.

After graphics, some of the issues that you’ll examine in making your ‘rent vs. buy’ decision include: exhibit storage, the ‘look and feel’ of the exhibit, upkeep and refurbishment, and your changing needs regarding the function of the booth.

Exhibit storage is straight-forward. When you rent, the rental company stores it – you don’t worry about it since you don’t own it. When purchasing, the exhibit will have to be stored somewhere in between shows. It’ll need to be examined after each show for possible upgrades, repairs or modifications. If your exhibit company can store it for you, that makes those exams and repairs much easier than if you have to have heavy crates shipped back and forth from your company storage facility to the exhibit house.

When you purchase a custom booth, the sky’s the limit on what the booth can look like. Depending on budget, some companies create a new exhibit and use it (with minor modifications) for years: it represents the company’s ‘look and feel’ and works well within the company’s tradeshow marketing goals. Other companies will create a unique booth for each large show they go to in order to make a splash at each show. These tend to be progressive companies in fast-changing industries where a company’s custom exhibit’s look might become outdated within a few years. In other industries, a tried-and-true custom look that elegantly represents the brand can last for years.

By purchasing a new booth, you’re committing to spending money each year to make sure it stays in good shape and runs well – much like the commitment you make when purchasing a new car. This means having the booth examined after each show, making note of repairs, updates and modifications that you want to make each time. A good rule of thumb is to prepare to spend about 10 – 20% of your overall purchase cost each year to keep the booth in good shape.

One item in favor of renting a booth is the challenge of a company’s changing needs. Some companies see different products, large growth, changing fortunes and other unknowns as a way to keep from making a commitment to purchase a tradeshow booth. By renting each time, you leave the door open to present a different ‘look and feel’ with updated branding each show. Renting in this case offers flexibility that purchasing a booth probably does not.

Often your goals at each tradeshow will differ – which suggests different functions that you’ll need at each show. Some shows may require that you have several work-stations or product-sampling stations while other shows may be focused on product demonstrations or extravagant layouts. Either way, a rental booth again offers more flexibility that most custom-built and purchased booths. However, if you know ahead of time that you’ll need different configurations, your design team can take those needs into account before the booth is purchased.

In the end, the best way to approach the ‘rent vs. buy’ decision is to ask a lot of questions: talk to management about their plans, talk to tradeshow staffers about their needs and how the booth actually functions at the show, and even talk to clients that visit your booth to get feedback on how they perceive your company and your tradeshow marketing presentation.

Tradeshow marketing is essentially marketing in 3D, face-to-face. It’s one of the best ways to market because it’s more personal. Your booth should be a reflection of your company’s image, brand and goals – whether you set up a rental booth with custom graphics or set up a custom booth that fits your company image to a T.

Put Show Biz Into Your Trade Show

Mar 9, 2010

by Susan A. Friedmann, CSP

The best way to attract and mobilize more customers to attend your trade show is to bring a “show biz” mentality to all your marketing and at-show strategies. After all, you are in show business. In today’s marketplace, consumers are drawn by glitter and excitement but turned off by humdrum events. If you put on a dull show you will generate little interest. Following are seven ways to put more show biz into your exposition.

Think like Disney.

There was never a greater promoter than Walt Disney. Everything he touched turned exciting, colorful, and was bursting with energy. The Disney legacy continues as the Disney Corporation dazzles and entertains millions with its products, parks, and superb customer service.

What does Disney do that every trade show organizer should emulate? Disney injects a show business mentality into everything it does by creating an image that makes people smile and lets them know they’re in for a first-class experience. Disney employees undergo rigorous customer service training and are famous for their courtesy, cheerfulness, and problem-solving skills.

So when planning your pre-show marketing strategies, remember to think like Disney. Everything you do to promote and implement your show must be first-class, creative, and professional. Train your show employees to provide enthusiastic and helpful customer service. Unpleasant experiences with trade show employees can ruin the show biz experience you’ve worked hard to create.

Make your trade shows interactive.

When people manipulate objects they often form an attachment to them. They get an idea of how the products work and are more excited about the possibility of buying them. Thus, advise your exhibitors to set up audio-visual displays that attendees can easily operate — they will feel like they are part of the show experience as they connect with your products.

Put the Internet to work for you.

You can interact with potential exhibitors and attendees through the Internet, both in your pre-show marketing and during the show. Experts believe that virtually all trade shows will incorporate the Internet into their marketing strategies in the near future.

At the very least, you should have a professionally designed Web site that provides information about your show, allowing consumers to easily find out as much about your event as possible. Today’s techno-savvy consumers are instantly turned off by Web sites that aren’t interesting, easy to access, and informative.

Make your shows unforgettable experiences.

“If meetings are really going to change our lives, meeting professionals need to begin to shape memorable events,” said Jim Gilmour, author of The Experience Economy: Work is Theatre & Every Business is a Stage. “Successful meetings must create emotionally based experiences for attendees,” Gilmour said. How do you generate such an experience? Again, think Disney. Capture the imaginations of attendees by providing a wealth of sights, sounds, aromas, and entertainment, along with a high degree of interactivity.

Make your trade shows fun.

Live entertainment, educational seminars, and magicians are just a few of the tools you can use to make your show fun and informative. Advise your exhibitors not to rely on their products alone to sell the show biz experience. Booths filled with inanimate objects are boring and won’t capture the attention of your audience. However, if you support your exhibitors by injecting a little excitement into the show, you’ll have attendees in the palm of your hand.

Provide lots of comfortable space.

Make sure you have enough space in your to comfortably accommodate your guests. A cramped show environment does not allow attendees free rein to wander comfortably, and harried, crowded consumers don’t make good customers.

Booths that are crowded with display items make it difficult for consumers to focus their attention on each item. Booths should provide good lighting, easy-to-read signage, and attention-grabbing graphics.

Inject show biz excitement into your advertising and public relations.

Without resorting to hyperbole, your advertising should reflect the excitement, creativity, and flavor of your event. Observe how the producers of movies and Broadway musicals advertise their shows and incorporate as many of those elements as are feasible in your own advertising. Every ad you place should showcase the opportunities that your show offers.

Train your most trusted show employees to lead the media to the most engaging exhibits. Have a staff member on hand at all times who can articulately tell reporters about your event and what makes it unique.

Remember you are in show biz, and you must create and promote an event that is as exciting and dramatic as a great movie or play. Your exhibition space is your stage. In order to generate interest, you must put on a performance that will keep attendees riveted to your exhibits and eager to come back for the sequel!

LIASB Kick Off Event

Sep 10, 2009

I wanted to follow up with you in regards to this new alliance that is forming. I am announcing the launch of a group that we have been working on for months. It is not just another networking group. It is the Long Island Alliance for Small Business. The Board of Directors was handpicked by John Hill. You have the opportunity to be in on the ground floor for the launch and to join this group that is going to change the way large corporations and politicians think about small business because we are the backbone of Long Island’s economy.

Who We Are!

More than half of Long Island employees work for small businesses employing forty-nine people or less. These businesses and the people they employ have a direct influence on the Long Island economy and, by extension, the lifestyles and well being of every man, woman and child who live here. To safeguard and ensure an environment in which Long Island small businesses can thrive, the Long Island Alliance for Small Business allows them to collectively avail themselves of benefits that are often denied to them individually.

These benefits include:

• Increased business through an enlarged sphere of influence
• Reasonably price training
• Affordable insurance
• A single, audible voice that will be heard by local, state, and federal political leaders

VISION: The Alliance for Small Business vision is to help small businesses on Long Island increase their sphere of influence and their business.

MISSION STATEMENT: To bring together small businesses on Long Island with 49 employees or less and help them compete for business and avail themselves of lower cost benefits.

Follow us on Twitter

May 11, 2009

We recently opened a Twitter account where you will be able to discuss ideas, find out what’s going on at Dynamic Display and receive information on the trade show industry. We will also be tweeting some customer support by answering any questions you may have. Follow us @DynamicDisplay.

The 7 Deadly Sins of Trade Show Exhibiting

Mar 31, 2009

By Susan A. Friendmann, CSP

Do you know the Seven Deadly Sins of Trade Show Exhibiting?  I’m not talking about pride, envy, lust, and all the rest that you may be familiar with.  While those are important, chances are they won’t crop up at the average trade show.  Instead, there’s another set of sins – seven deadly sins – associated with exhibiting.  If you commit one or more of these, you can count on a dreaded result: exhibiting that is ineffective, counter-productive, and a monumental waste of time and money!

Sin #1: Neglect

Failing to set exhibiting goals is the most deadly trade show sin.  Having goals delineates your purpose for exhibiting.  This is the essence of the whole exhibit.  Knowing what you want to accomplish at a show will help plan every other aspect – your theme, the booth layout and display, graphics, and more.

Sin #2: Illiteracy

You may be able to read the exhibitor manual – but are you?  The exhibitor manual is your complete reference guide to every aspect of the show and your key to saving money.  Everything you need to know about the show is in those pages: show schedules, contractor information, registration, service order forms, electrical service, floor plans and exhibit specifications, shipping and freight services, housing information, advertising and promotion.

Sin #3: Pride

It’s good to be proud of your staff.  But at trade shows, more often than not, those valued employees are sent to work unprepared.  They are simply told to show up.  Your people are your ambassadors and should be briefed beforehand – why you are exhibiting; what you are exhibiting and what you expect from them.  Exhibit staff training is essential for a unified and professional image.

Sin #4:  Inhospitable

Attendees at a trade show are your guests.  Even if it’s just for a few minutes, the attendees are visiting your company.   It is your job to be a gracious host.  To do this, you must focus on the attendee’s needs.  Do this by asking open-ended, probing questions, designed to elicit information about the attendee’s real needs and interests.  Avoid missing qualifying information and potential valuable leads.

Sin #5: Busywork

Staff members, who are unsure of what to do in the booth environment or feel uncomfortable talking to strangers, end up handing out literature or giveaway items just to keep occupied.  Literature acts as a barrier to conversation.  It is vital that people chosen to represent the organization enjoy interacting with strangers and know what is expected of them in the booth environment.

Sin #6: Ignorance

Being unfamiliar with your products is tantamount to shooting yourself in the foot.  What’s the point of hauling your snazzy new equipment across the country to a trade show if no one knows how to operate it?  This often happens when sales staff are sent along to represent a high-tech or complex piece of machinery.  Communicate with your team members before the show and ensure that they know what is being presented, are familiar with the products and how to conduct demonstrations.

Sin #7: Laziness

The work doesn’t stop when the show is over.  Ignoring lead follow-up and post-show evaluation are deadly sins that happen after the show.  Sadly, show leads often take second place to other management activities that occur after being out of the office for several days.  The longer leads are left unattended, the colder they become.  Post show evaluation allows you to improve future performances. Investing the time for follow-up immediately after each show isn’t a luxury – it’s imperative.