Buying Trade Show Displays?

To buy or rent? That is the question.

In today's world of tight budgets and an uncertain economy, a rented trade show display could make a lot of sense by saving you money while still providing the image you need.

So how do you decide which is better for you -- buying trade show displays or renting? By comparing the benefits and disadvantages of each and determining which option best supports your trade show marketing goals.

Consider these benefits and disadvantages of buying vs. renting your trade show displays:

Benefits of buying

Custom exhibits, modular exhibits, and portable displays can all be designed to your specifications with anticipated reconfigurations in mind
An owned trade show display provides a consistent look from show to show - particularly important for branding your company name or product
The display belongs to you and is therefore always available when you need it
Graphics and banners can be integrated into the design and used repeatedly
As an asset, the cost of a purchased trade show display can be depreciated

Benefits of renting

Lower upfront cost can help you achieve your trade show marketing goals on a tight budget
An opportunity for a new trade show marketing program to test trade shows and determine which provide the best ROI
An opportunity to determine if a particular booth layout will be effective for presenting your company and demonstrating your product or service
Great for one-time or limited use requirements such as overlapping or back-to-back trade shows
Rental displays can often be customized to your requirements
You are not responsible for long term storage, maintenance, or inventory management costs of rental displays
You can save the high cost of shipping your booth from coast to coast or to an international venue by renting a trade show display locally

Disadvantages of buying

Higher initial cost to purchase the booth properties
Long term costs of ownership such as storage, maintenance, refurbishment, inventory management, and eventual disposal of a worn-out trade show display
Limited flexibility to fit unusual booth space configurations unless planned for in the initial design, construction, and packaging phase

Disadvantages of renting

Usually on a first-come-first-serve basis, rental displays may not be available when you need them
Graphics may not be reusable - particularly if produced to fit specific rental display components
The cost of a rented trade show display cannot be depreciated
Difficult to maintain a consistent look from show to show unless you have a contract to rent the same structure repeatedly

These days, a good rental trade show display does not look like it is rented. There are many methods and materials to customize rental booth properties to present your company's best side on the trade show floor. It simply takes a bit of creativity and an open mind.

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