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15 Reasons To Buy A New Trade Show Display

New trade show display shoppingAt your last few trade shows you’ve felt a nagging feeling that something was not quite right in your booth, before you realized it was the booth itself.  While your booth once was acceptable, it’s just not doing its job anymore.  But why?

Perhaps one or more of these 15 reasons will give voice to your growing frustration:

1.  Your current trade show display is worn out
An old exhibit held together with duct tape and bailing wire, plus scarred with dents, scratches, kinks and stains doesn’t favorably represent your organization and its reputation.  A battered booth deters potential visitors, and might make your booth staffers want to wear paper bags over their heads.

2.  You have a new marketing message
Whether it’s from a recent rebranding, a hot new product to launch, or a new vertical market you are entering, your trade show exhibit no longer matches how your corporate image is portrayed on your website or marketing collateral.  In the name of integrated marketing, you’ve got some booth buying to do.

3.  You need a bigger trade show booth
You want to make a bigger impression and have a bigger footprint to harvest more opportunity.  You need more room for meetings, demos, presentations, and storage.  So you want to test out a wider inline or a larger island trade show exhibit, either renting the extra components to add to what you already own, or starting over completely.

4.  You need a smaller trade show display
Your budget is more limited than it once was, and so you want to exhibit in smaller spaces to also lower your operating costs.  Or, you’ve decided to go to a higher number of smaller shows instead of fewer larger shows, and need a new smaller booth that will still let you look like a leader.

5.  You need another trade show exhibit for international shows
Your company is reaching out to overseas markets to benefit from their larger share of global GDP and faster projected growth rates.  Rather than ship your exhibit overseas and back, you want a dedicated trade exhibit (perhaps called a stand or a kiosk) stored “over there.” 

6.  You are doing more shows than one display can handle
As you find more good shows to exhibit at, some are either scheduled at the same time as an established show in your schedule, or too close to allow time for shipping and set up.  Consider two design levels of displays, to match different levels of trade shows.  Also consider exhibit rental.

7.  You need a second portable trade show display for your dealers or field sales
Your field offices or dealers keep asking you to send out a display for their local events.  It’s great they want to promote your company and products, and they are even willing to pay for the booth space and staff the booth.  Give them a durable, easy to set up display with graphics consistent with your approved marketing messages.

8.  You are new to exhibiting and need your first trade show exhibit
You’ve started a new company and want to make a splash introducing yourself and your new product at a trade show.  Or your company has been around a while, but you want to finally tap into the marketing power of trade shows to meet many, many prospects face- to-face in a short amount of time.  Your first exhibit may be a rental.

9.  Your shipping company lost your trade show display
People make mistakes, even people who work at shipping companies.  So when your display goes astray, your shipping company will step up to pay for your replacement.  No one said you have to get the exact same display.  You can update the look, message, functionality, and get what you really want now.

10.  You saw an exhibit you REALLY liked at a trade show
It was love at first sight.  You loved its color, lines, and shape.  You loved how it quickly grabbed your attention, and invited you in for a closer look.  Now you want to chuck your current dull exhibit in the trash, because you now know what is truly possible.  Ah, amour.

11.  Your company was in a merger or acquisition
Your company has bought, been bought, or merged with another company.  You may have been both exhibiting at the same shows, but now you need to exhibit together in one, presumably larger exhibit.  Your new exhibit has the balancing act of reflecting the new position of this new, third company, created by the combination of the previous two.

12.  Your current trade show display no longer fits your needs
Over the last several years your exhibiting strategy has changed, and so have the activities you hold in your booth.  Perhaps you are no longer giving presentations, even though your booth has space for that.  Or you want to hold more private meetings, but your booth is wide open.  For whatever reason, you need a new exhibit that work with you, not against you.

13.  Your current trade show exhibit is too hard to set up
You bought your last booth strictly for pizzazz, but the only sparks you get are from your field sales people every time they have to set it up.  Or you bought a monumental traditional custom exhibit, but the 5-figure I&D bill every show has wreaked havoc on your budget.  You now crave a booth that is easier, and cheaper, to set up.

14.  Your current trade show exhibit is too heavy
Your portable display is actually too heavy to carry, so you’d prefer a back wall made of three banner stands.  Or, perhaps you’ve got an island exhibit like the exhibitor we just met, who recently bought a $250,000 traditional custom exhibit, only to shelve it after one show because its shipping, drayage and I&D bills were so high.  Now you want custom modular exhibits that give a similar look but weigh 60% less, plus significantly lower your carbon footprint.

15.  Your existing trade show exhibit isn’t flexible enough
You don’t always get the same-sized booth space, but your current exhibit really only fits well in one booth size.  You’d rather be able to use just one library of exhibit components for multiple booth sizes, and be able to easily change out graphics for different divisions, vertical markets, or products.

If you’ve been able to defer purchasing a new trade show display for a long time and conserve your cash, good for you.  But if multiple items on this list have hit home, perhaps it’s time to look into how a new exhibit can help you enhance your corporate image, better achieve your marketing goals, and lower your operating costs.

inline trade show exhibitsClick here to ask for the Skyline Inline Exhibits Brochure, which has 43 examples of inline exhibits, from eye-catching, easy to set up, durable portable displays, to more architecturally sophisticated structural modular exhibits that give you the leadership look you require.

Click here to request the Skyline Island Exhibits Brochure and see how Skyline has provided the highest level of support, design, and results for exhibitors like you. See examples of great designs, reduced cost of ownership, reconfigurability, and exhibit rental solutions.

tabletop trade show displaysClick here to request the Skyline Tabletop Display Brochure. You’ll see the features and benefits of our 5 tabletop display systems, from pop-ups to banner stands to panel systems and more. Whether you need one tabletop display or a fleet of a hundred, Skyline tabletops are attractive, durable, and easy to set up.

About the Author

Mike Thimmesch is the Principal at Thimmesch Marketing. For over 25 years, he has created and implemented innovative marketing, lead generation, and exhibiting strategies that profitably grow company sales and brand awareness. Mike rose to Director level at Skyline Exhibits, where he helped generate over a half million leads, resulting in over $1 billion in sales. He published 11 industry white papers and eight exhibiting books, presented over 100 trade show webinars, and wrote over 200 exhibit marketing blog posts.

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