Is Renting or Purchasing your Exhibit a Mistake?
You’re expecting an excruciating analysis of why you should rent or buy your next custom exhibit booth, aren’t you?
Well, you’re not going to find it in this trade show blog post.
In fact, I constantly hear from exhibitors who tell me they want to rent or buy an exhibit, and it needs to do X, Y, and Z. I’m willing to sell them, or rent them, an exhibit that meets those needs. No problem, you’re the boss, I might say. But like Columbo walking away from a pleasant discussion with a suspect, I might just remember one more question…
Have you ever thought about doing both? Rental AND Purchase?
We call it “Hybrid,” which combines the two options. It’s quite frequently the absolute best choice for exhibitors who want some custom components, and who plan to do a similar display at subsequent shows. These folks are keenly aware that doing the same booth at every tradeshow just doesn’t make much marketing sense.
Purchase decisions are often driven by the mythology that one can only get an exceptional custom booth by purchasing. Still others buy their exhibit because they seem to apply home or car ownership v. leasing arguments to the trade show world. Who knew that the marketing department would submit to an argument rooted in a static product message and costly “cost of ownership” costs. Sound costly?
So open your eyes to hybrid. If the concept is new to you, then maybe it ought to become more familiar. Just renting or purchasing could be a mistake!
Tags: trade show blog