How to Decide If a Trade Show Display Rental Is Right for Your Marketing Program

Are you having trouble deciding if a trade show display rental is the right choice, or if ownership is more appropriate for your trade show program? We’ve taken some case studies and examples to help facilitate your decision:

* Case A: The 10 x 10 trade show display.

Basically, you should always own your 10 x 10 booth display (but rent the carpet!). With the price of pop-ups these days (many under $1,000), mid to large-sized companies should have several of these easily portable exhibit pieces. Should you ever choose a 10 x 10 rental display? The only time you should rent a 10 x 10 exhibit is if you don’t have any booths available and you are “testing” a show. That is, you are exhibiting at a show to gauge a market and see if it is worth investing with sales staff, continued presence, etc. However, once you are committed to a trade show and a 10 x 10 space, buy a booth and go at it with gusto! Don’t rent here.

* Case B: Company does 4 shows: 1 qty. – 20 x 30; 1 qty. – 10 x 20; and 2 qty. – 10 x 10

This one is a much more difficult decision. Our recommendation would be to do a 20 x 30 trade show rental display and possibly the 10 x 20, and purchase the 10 x 10 booths. Why? If you purchase the 20 x 30 booth, it will take 5 years to recoup the cost of the booth compared to rental, unless you do a large number of shows. Yes, you could build a “reconfigurable” booth (not recommended, however) that would take care of all of the configurations. It’s much more efficient, however, to have uniquely designed 10 x 10 booths, instead of trying to re-arrange a variety of 10 x 10 exhibits into a large booth design.

* Case C: Company does 1 show a year – 20 x 50

Trade show rental display – 100%. You would be wasting a good deal of money by purchasing this display for one show per year.

* Case D: Company does 3 large shows (40 x 50, 20 x 50 and 20 x 30), and 5 in-line booths (2 qty., 10 x 20s and 3 qty. 10 x 10s)

Recommendation – Purchase, with a twist. Typically companies would like to use the 40 x 50 display materials to build all their smaller exhibits, and this can work. All the large island exhibits should come from the same booth material. In-line displays are different, however, and we would exclude the in-lines in this instance. You could possibly make a 10 x 20 display out of the material, but our recommendation would be to have a separate budget for the in-line booths that are crated differently and exist separately from the large exhibit. This is much more efficient and cost effective in the long run. Plus, based on our extensive experience, this is much, much easier to manage!

Bruce Powell is an expert in the trade show field, with over 20 years experience in trade show booth design and management.

If you would like more information regarding a trade show rental display, you can visit http://www.xibitrents.com for more information about this and more. There are many trade show rental display examples on the site.

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