Pre-Show Activities

Category Archives:Pre-Show Activities

Trade show exhibit booth choices: buy or rent?

To Buy Or To Rent Your Trade Show Exhibit Booth: That Is The Question

The writing is on the wall. Your company is painfully aware that your trade show exhibit booth has become obsolete. The laminate is peeling, the graphics are outdated, and the colour scheme makes you cringe. Here’s a tough question: if refurbishment is not an option, do you buy or rent a new trade show exhibit booth?

Unfortunately, there’s no easy answer. Although trade show exhibit booth rentals used to be considered taboo, today’s rentals warrant consideration as a sophisticated and cost-effective display option. Some large companies don’t want fixed assets taking up valuable space in their warehouse, or can’t be bothered with the hassle of insuring and maintaining a display. However, many companies will hang onto their trade show exhibit booths for more than 5 years as an investment. There are advantages and disadvantages to both buying and renting a trade show exhibit booth. The following two-step process will help your company to decide whether purchasing or renting is right for you.

Step One – Conduct A Financial Analysis

  • There are more costs to exhibit ownership than simply the initial purchase price, including: depreciation expense, storage costs, insurance payments, maintenance costs and refurbishment , and final disposal fees
  • Renting, on the other hand, consists solely of the rental fees for the display booth and associated hardware
  • How many trade shows do you plan to attend each year?
  • How does your trade show exhibit fit into your company’s marketing and sales objectives and budget?
  • Have you identified your short-term and/or long-term needs?


Trade show budgets

Trade Show Budgets-Plan for Success

Trade show can be expensive ventures, no doubt. After you have decided which trade shows to attend and paid the necessary registration fees, there are numerous other important trade show budget items to consider. What exactly is included in a trade show budget? And how can you reduce your trade show budget without harming your trade show performance?

It is difficult to recognize a positive ROI when you haven’t calculated your trade show costs. According to trade show research, the following is a reasonable guideline for trade show budgets:

Booth space (registration fee): 29%
Exhibit design (graphics, materials, draping, signage, accessories): 16%
Show services (cleaning, waste removal, phone/fax lines, power): 17%
Travel & expenses (transportation, accommodation, meals, car rental, taxi): 13%
Shipping (freight and drayage): 12%
Advertising, promotion, special activities (direct mail, email, literature, giveaways): 12%
Other: 1%

Registration fee aside, approximately 70% of trade show expenses can be effectively managed by your company. Register as soon as you can to take advantage of any early-bird specials. For your exhibit design, consider purchasing a previously-enjoyed booth or try renting a booth if it is your first trade show, or if you only attend one or two shows per year. Or put creative minds to work and subject your current display to a makeover instead of purchasing a new booth.

Avoid premium show service fees by ordering these services in advance from an external source. If you must avail yourself of the show services, make payment as soon as possible to avoid skyrocketing late fees. And take time to read your show’s Exhibitor Manual – quite often you can avoid rising costs by registering for any necessary show services earlier rather than later.


Trade shows and buzz marketing

Here’s the Buzz Word About Buzz Marketing

Buzz, also known as word-of-mouth marketing, is a powerful way of capturing the attention of customers and the media. And it’s all about starting a dialogue. Good buzz occurs when your company, product, or service has become the source of interesting conversation. Interesting conversations are a natural form of entertainment, and suddenly your company, product or service is newsworthy, fascinating, and in the spotlight.

We tend to rely on friends, co-workers and peers for product and service recommendations. Acquaintances are credible sources of information because we know that they aren’t being paid to sell us an item. While most marketing employs a “push” strategy – pushing a message at people – consumers actually react much more favourably to the “pull” strategy, which motivates the customer to seek out companies. So how can you use trade shows to generate some buzz of your own?