In Part II of our Exhibit Booth Series Eric Lukazewski brought up the scalability issue. Whether you rent or buy you need to plan ahead for times when your booth might grow in size or shrink a bit. When you’ve got huge never ending exhibit budgets to deal with this doesn’t seem to be a top concern. But for those of us who actually have to justify spending money on these things (I know, can you imagine there are people out there who do?) scalability could just save you your job.
For more information about this topic I turned to Jamie Montague of Avalon Exhibits for more information…
Traci: Ok Jamie, we’ve picked out exhibit house and we understand when it’s right to buy or rent. Why is scalability important? Don’t exhibitors usually know what size booth they are going to need for at least the next two years?
Jamie: This has been a challenge for as long as exhibitors have been going to shows, and with the economic challenges of the past few years it has become an even bigger issue. Many companies are looking to exhibit in a smaller space rather than leave a show entirely, and other companies are eager to pounce on the larger spaces that are now available that they otherwise may have had to wait years to get.
The best way to tackle this issue is to be prepared. When designing your exhibit, ask to see variations in both smaller and larger sizes. Most companies do a good job of making sure the island exhibit they are creating will work in a linear space, but not vice versa. You should always be prepared to expand! You will not only see how your exhibit can look in other configurations, but you can get costs on any possible expansion, and what savings would be realized if you contract. And you may be able to lock in the some of the costs of an expansion in advance.
Traci: Great point. We always talk about the need to downsize but I never even considered the opportunity of being able to scoop up a bigger space because companies pull out of shows. But how do you plan for something you have no idea is going to happen?
Jamie: You’re right, often these decisions are made in the middle of an exhibit’s life cycle. The opportunity to expand, or neccessity to contract can come suddenly, and often little time to prepare. So what are your options? Here are the most common:
- Its likely that pieces from your exhibit can be reconfigured to fit a new space requirement. Be prepared for the need to make small modifications, including some new graphics.
- More likely is that some parts of your exhibit can be combined with rental components from your exhibit house to create a hybrid. This is a point that Eric made in his interview, and its just as applicable here. There is also a chance that some modifications will be necessary in this instance too.
- It may be less costly to simply rent or purchase an entirely new exhibit, depending on the specifics, including the size of the space, location of the show, and number of times you will be exhibiting in the smaller space. If you are going to rent an exhibit for multiple events, make sure to get a quantity discount.
- If you have been networking with your fellow exhibitors, you may be able to rent one of their exhibits for your show(s). Take an exhibit from a colleague in a different industry (you don’t want attendees recognizing a competitors exhibit at the show!), re-brand it for you and take it to the show. You will likely pay a much smaller rental fee to your colleague’s company than you would pay to an exhibit house.
- If you are enlarging your space, you may be able to keep costs lower by utilizing reception areas, seating for in depth conversations, product demos, all of which are easier to accomplish in a larger space.
Traci: Thanks Jamie, this is great information. So where/how do you start planning for the unknown?
Jamie: Whether you are definitely moving into a new space, or just think there might be a possibility, its a good idea to schedule a meeting with your exhibit house rep. There is a good chance they will bring up issues that you may not have realized on your own. Costs such as shipping, drayage, etc., may not increase or decrease in proportion to the change in your square footage. Expanding your booth may mean that show labor is required when it wasn’t before. Contracting your space size may not necessarily enable you to eliminate show labor.
Above all else, remember that exhibiting in a new space is an opportunity to present your brand in an entirely new light. Don’t be afraid to be creative, to consider things that you have never considered before, and to keep all of your options open. Whether you are seizing a new opportunity, or making the best of a bad situation, you can still accomplish all of your objectives, be the talk of the show floor, and best of all, look like a genius in the process!
