In the ever-evolving landscape of B2B trade shows, standing out amidst fierce competition for an exhibitor is increasingly challenging. From the inception of the first international trade show, The Great Exhibition in London back in 1851, the industry has made significant strides. However, the complexities and expenses associated with owning and managing a custom exhibit build in today’s market can be overwhelming for some businesses and do not make sense for everyone. Companies are tasked with striking a balance between efficient marketing tactics while meeting the demands of the trade show floor.
Trade shows present a golden opportunity for businesses to make a lasting impression, connect with industry peers, and showcase their innovations. At Brave Exhibits, we understand these challenges firsthand, which is why in this blog we will cover why we often recommend rental exhibits as a strategic and smart choice for many of our clients’ trade show marketing programs.
The Flexibility of Rental Exhibits
In the fast-paced world of trade shows, flexibility is key. Rental exhibits provide an unparalleled level of adaptability, allowing companies to tailor their presence to each specific event. Whether you need a small 10×10 booth rental or a sprawling 20×20 island trade show exhibit, renting gives you the freedom to scale your exhibit to meet the demands of the show.
For example, Philip Foust, President & CEO of Brave Exhibits recently reminisced,
“A recent project highlighted how crucial flexibility is. Due to the late provision of room dimensions by event organizers, we had to base our preliminary designs on assumed dimensions. When the final specs were available, we quickly adjusted the designs, proving that rental exhibits can easily accommodate last-minute changes.”
PHILIP'S PRO TIP: Select your exhibit house well in advance.
- Early Engagement: It is crucial to start interacting with clients 6-7 months prior to the event, especially for substantial projects, as this allows for comprehensive planning and design work. Smaller booths typically require a lead time of 3-4 months.
- Lead Time for Larger Extensive Projects: Projects of a larger scale require additional planning time due to their intricacy. Initiating discussions early on helps alleviate the need for sudden design alterations.
Financial and Strategic Advantages
Financial flexibility
One of the most compelling reasons to opt for hybrid modular rental booths is the financial flexibility they offer. Rather than a large upfront investment, a custom rental exhibit allows you to spread costs across multiple trade shows. This approach not only ties expenses directly to specific events but also frees up capital for other strategic initiatives.
Companies additionally benefit from the rental option, particularly when faced with conflicting, overlapping, or geographically separated trade shows, like one in Anaheim and another in Orlando. Even though you still have to figure out trade show staffing, at least this strategy helps companies sidestep the logistical complexities associated with transporting a custom exhibit you’re married to between distant locations.
Expense vs Capital Expenditure?
Renting is particularly appealing to event marketing execs, who often face fewer internal hurdles when using operating expenses rather than capital expenditures. This simplicity in budgeting makes renting a go-to option for companies looking to maximize their ROI and keep the stress at a minimum.
Eliminating the Costs of Trade Show Display Ownership
Owning an exhibit comes with its own set of challenges, including asset management, maintenance, and repair costs which for larger companies might make sense. With rental exhibits, these concerns are a thing of the past. If an exhibit is damaged at a show, the rental company absorbs the cost, not the exhibitor. This can result in significant savings, particularly for companies that participate in multiple shows throughout the year.
Moreover, renting eliminates the logistical headaches associated with transporting a purchased exhibit across the country. For companies with overlapping shows in different locations, renting offers a hassle-free solution.
Customization Without Compromise
A common misconception is that rental exhibits lack the customization and visual appeal of a custom trade show booth. At Brave, an award-winning exhibition design and management company based in Denver, CO, is constantly pushing the envelope to challenge this notion. Modern hybrid rental booth systems are highly modular, allowing for a wide range of configurations that meet diverse design needs. By blending rented and purchased custom elements, you can achieve a customized look without the financial burden of ownership.
For example, in one of Brave Exhibit’s recent projects, through trade show planning, combined rented components with custom pieces like counters and light-boxes applying unique finishes that align with a brand’s aesthetic. The result? An exhibit that looked entirely bespoke, aligned perfectly with the client’s brand, and met all design goals.
The Brave Exhibits Advantage
At Brave Exhibits, Philip and his brood of experienced trade show experts with a century of combined experience come up with solutions that benefit their clients and help thwart strained economies and rising costs. For example, Brave Exhibits is building an internal rental network that allows them to offer competitive pricing and greater flexibility to their clients. Putting the trade show exhibitor at the center of their decisions allows Brave Exhibits to pass on savings to their customers while maintaining high-quality, innovative designs that create ROI.
Conclusion
Renting is not just a cost-saving measure; it is a strategic tool that can elevate your brand’s presence at trade shows. Whether you’re scaling up from a smaller space or need to navigate the logistical challenges of multiple shows, rental exhibits offer a smart, flexible, and cost-effective solution. Wherever you are in your search, get in touch with Brave Exhibits today.
