It’s easy to get excited about your first few forays into the world of conventions and conferences, but you don’t want to over-invest in trade show displays if they won’t give you a solid return on investment. If you’re considering whether custom exhibits are the right choice for your company, you need to carefully weigh the potential problems versus the enhanced marketing opportunities. There are several good reasons why it could be worth it, but each has its pitfalls as well.
Sending A Strong Message
Custom trade show exhibits send a powerful message about companies that use them. Trade show attendees tend to admire these personalized displays, associating them with words like “success” and “established.” Perception is critical when you’re in front of thousands of potential leads, and custom exhibits tend to be remembered longer than their cookie cutter cousins because visitors perceive them as a reflection of the company’s quality.
The Uniqueness Factor
Branding is one of the most critical goals for nearly any organization that has a product or service they want to sell. Custom exhibits can be tailored to your company image, use your corporate logo, and generally capture your unique message and image far better than standard table top displays or stands. Using a good designer and working with a company that can create a truly one-of-a-kind exhibit, you can make a lasting impression because you stand out from the crowd.
The Flexibility Of Custom Trade Show Exhibits
Some businesses prefer to use rented trade show exhibits because they prefer versatility and are afraid they’ll be locked in with a customized version. In fact, the opposite is true. You can design a unique booth that has a variety of elements, including table top displays and banner stands, that can be switched out depending upon your available booth space and target audience, all the while keeping your brand identity secure.
Frequency Of Use Vs. Budget
Cost is always a consideration, particularly when your marketing budget is slim. If you aren’t sure when the scales tip in favor of buying instead of renting, keep a few things in mind. If you only attend three or four events a year, renting can probably save you some money, while investing in custom trade show exhibits may be a better option if you set up shop on convention floors every month. Generally speaking, the cost of a rental is about 30% of the price of similarly sized, one-of-a-kind exhibits.
The Added Value of Custom Modular Trade Show Exhibits
Because custom trade show exhibits send a strong message, brand you as unique, and offer flexibility with exhibit rental, new lighter materials make custom modular trade show exhibits an even better choice, as they give you even more flexibility and lower your operating costs by up to 60%. You still get the brand impact of a custom look – and a more affordable, and thus profitable, trade show marketing program.
Only you can determine which option is best for your business. If you aren’t sure which way to go, talk to a few experts about the pros and cons in more detail. They will guide you toward the solution that’s best for you. If you still aren’t sure, try using rented trade show stands at a few events and see what your ROI is. If you feel like you need something more specific or specialized in order to represent your company appropriately, it’s probably time to contact a display company and invest in something uniquely branded specifically for your company.
As you prepare for your future event and trade show planning, learn from your peers in the What’s Working in Exhibiting Benchmarks and Best Practices white paper. Learn how exhibitors have improved results, stretched their budgets, and reduced risk. Click here to request you free copy and learn more.