So you’ve decided to exhibit. You’ve found a reputable supplier. Now what? Your next big decision is likely to hinge on a debated but important portion of your exhibit program: Should I rent or build a custom tradeshow display?
For me the choice to buy or rent has always depended on what I’m getting and what the circumstances are. For example, when in the Caribbean I prefer to bring my own snorkel gear. I think it’s a good rule of thumb never to rent things that 100 people have had in their mouths or spit on repeatedly. That said, I’m perfectly fine with renting a scooter to drive around the island.
So, in the second part of my “Interviews with an Exhibit House” I turn to Eric Lukazewski of Echelon Design Inc. for the answer to this question and thought you might be interested as well. (Click here for Part 1)
Me: So Eric, given it’s not as simple as my snorkel gear example, how do you know whether going with a rental or a custom booth is better for you and your program?
Eric: You’ll want to consider three important things before making your decision:
Budget
It will come as little surprise that a rental exhibit is often times a more economical solution versus a custom owned display. However, keep in mind that this cost is often a “vanilla box.” You’ll likely need to budget additionally for graphics, furniture, shipping and I&D; Costs that are often rolled in to a custom owned exhibit.
Functionality
The more customized your exhibit marketing strategy becomes, the more customized your exhibit becomes. Despite its flexibility, rental components rarely offer the same level of individuality as a custom exhibit. Be sure to pick a direction that will compliment your tradeshow marketing plan.
Exhibiting Volume
The value of a custom exhibit will increase along with the volume of shows you participate. Although the up front costs will exceed that of a rental, giving your exhibit longevity by proper maintenance and timely usage can save you big dollars.
Regardless if you decide to build a custom owned exhibit or go through the rental process, you’ll want to be sure you don’t sacrifice one key component: Modularity. Whether you exhibit at 2 or 20 tradeshows a year, having options to accommodate your changing marketing strategies and the flexibility to adapt to a change in exhibit space is a critical element to incorporate in to the beginning phases of a design.
During the recent economic struggles, there has been a large trend shift towards rental exhibits. Rental costs are typically 25-35%* of a like custom exhibit, which could stretch your display three or four cycles at the cost of single design-to-build display. Rental displays will also prevent you from additional storage, maintenance and renovation fees.
A rental exhibit may give you the flexibility to change your exhibit presentation from show to show. However, the time investment with planning for each of these events will be something you’ll want to consider.
Many exhibit providers can work with you on a long term rental agreement. Again, focusing on modularity, this often provides opportunities to couple rental components with a balanced number of custom elements. This will give you the sense of a custom exhibit but on rental budget. While the savings decrease the longer you are invested in a single rental option, focusing on updated graphics, signage and lighting may be a wise solution to give your changing brand a fresh appearance.
When it comes to a custom owned budget, you can expect to pay approximately $92* per square foot for a peninsula or island exhibit and approximately $119* per square foot for an in-line exhibit. While this is a general guide strictly for cost of tradeshow components, keep in mind that the majority of your costs will come up front and the value in building a custom owned exhibit will increase over time and extended usage.
A custom exhibit will give you complete command over the design, functionality and materials. Having complete freedom over design elements, product displays and colors are a huge advantage towards giving your exhibit its unique features and complimenting your existing marketing and branding. Also keep in mind that you can minimize future out of pocket modifications by adding small rental components to your custom owned properties.
Because many exhibitors extend graphics beyond a single tradeshow, having a custom display ensures your graphics will always comply with your components. When renting, vinyl graphics are skinned from display components the majority of the time, but having ownership of your exhibit properties will allow you to save the cost of reproducing artwork from show to show. The same is true for elements like furniture and lighting. Whether you prefer the flexibility of a quick-change in style in a rental or the long term savings in ownership, you’ll want to factor those details in to your decision.
Below is a quick guide to reference during your next tradeshow display process. Determine which of these elements are most important to your strategy to help decide if a rental or custom owned exhibit is right for you:
*via Exhibitor Online
http://www.exhibitoronline.com/tips/tip-display.asp?counter=15
http://www.exhibitoronline.com/tips/tip-display.asp?counter=7
{ 6 comments… read them below or add one }
Great post Traci! I’m a little biased towards the rental model since we’ve done so much of it for the last 10+ years but it’s important for clients’ to discover what’s best for them after being given some options. I wanted to mention some recent industry averages that were found in the November 09 Exhibitor Magazine that indicates the average purchase price for a custom inline booth is $149 per square foot and the average price for a custom single story booth is $163 per square foot. These were based on a 2009 EDPA Survey. I found this Wednesday so it was top of mind:)
I’m looking forward to future posts!
All the best,
lance
Thanks for the comment and update on pricing Lance. It’s definitely not a cookie cutter decision, there’s a lot of different things to consider as Eric pointed out. Each company/brand has different circumstances and I think this really helps them make the right decision.
Parts 3 and 4 of this 4 part series will come out next week…stay tuned.
Good post, having a professional looking booth is critical to drawing traffic in, I have seen many exhibits that look second rate and you can tell there not getting the traffic they want. In my opinion you should pay the extra cash for a better trade show booth, although many other aspects go into having a successful trade show other than just how nice your booth is.
We can’t overlook the costs of renting a trade show display time and time again. If an exhibitor is looking to invest in a reliable yet flexible solution, a portable modular display is definitely worth the purchase. There are so many custom looking trade show booths on the market today, that are actually made from stock pieces.
After all, purchasing a trade show booth is often the same price as renting the same display twice.
Thanks for the great article. Happy marketing!
Thanks Zach. I think the point Eric is making in this post is that you have to compare apples to oranges when it comes to renting or buying. It’s not about which one is right but which one is right for you. A good exhibit house will be able to help you make that decision. A bad exhibit house will try to steer you in the direction they want you to end up in.
Without a doubt you do not want a booth that is falling apart at the seams or even just made poorly. No one is questioning that logic. But I would seriously doubt that someone is not getting traffic because their booth has a bit of wear and tear. No it’s not the image you want to be representing but I’d hardly think it is to blame. More likely it is poor messaging on your graphics and unskilled booth staffers. I’ve seen staffers do a killer job on the show floor without any booth to speak of…but I’ve never seen a beautiful empty booth generate leads.
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