collaborative post | Trade shows are consistently among the most effective marketing channels that businesses can use to support their marketing strategies and goals, such as boosting brand presence, attracting targeted leads, and cultivating relationships within the industry. But the proper exhibit solution can have a noticeable impact on marketing effectiveness and cost-effectiveness.

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As companies grow, they may be faced with a crucial choice: buying an old exhibit or renting an exhibit that will be flexible without the commitment of ownership. While each option offers specific benefits based on frequency, branding needs, operations, and future growth, the disadvantages can be quite apparent as well.

As more companies assess the value of trade show rental booths, they’re learning that the best choice is based on marketing goals, not the price of the product. By knowing the pros and cons of each method, companies can optimize event performance while remaining budget-conscious and providing brand experiences at each event.

5 Factors to Consider When Choosing Between Used and Rental Trade Show Exhibits

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• Evaluate Long-Term Event Frequency

For businesses that attend trade shows all year, a used trade show booth can be a valuable investment. For businesses looking to have an exhibition presence, it is possible to get a lower initial cost by buying an existing display, which can also be tailored to a particular theme rather than commissioning a new custom display.

High-quality exhibits from well-renowned manufacturers built from pre-owned materials and refitted with new branding, lighting, flooring, and accessories can create new, perfectly useful exhibits. This is because it helps companies participate in events often without spending a fortune, while ownership also gives them an extra economic benefit in the long run.

However, if companies are only going to trade shows from time to time, leasing an exhibit might be a more convenient option, as it will save them from owning, storing, and maintaining the exhibit.

• Compare Flexibility and Customization

As businesses expand, their marketing goals change, and the size and type of event can determine the layout of the exhibits. Rental exhibits offer great flexibility in booth design, enabling the exhibitor to choose from a variety of booth designs to fit the needs of the specific exhibition, without a single permanent booth design.

Modular rental will fit in with changing floor plans, new products, different audiences, and promotions without compromising professional presentation. Also, companies can introduce new graphics and accessories to the exhibit without having to replace the entire exhibit.

When branding or marketing needs change in the years that follow, there can be more investment involved in purchasing exhibits that have the potential for permanent branding and marketing.

• Consider Storage, Transportation, and Maintenance

Ownership of an exhibit is not just about the ‘buy’ decision. The ongoing expense of having a booth includes storage space, transport logistics, installing the booth, maintenance, repairs, and even graphics.

With rental exhibits, many of these tasks are eliminated since the logistics, maintenance, and equipment setup can take place prior to each event. This enables exhibitors to concentrate more on promotional tactics, product demonstrations, and engaging with visitors than on the coordination of the show.

For organizations that do not have enough space for events or have fewer attendees, rentals can be a huge advantage.

• Analyze Budget Beyond Initial Costs

The purchase price is just one of the investment costs. The typical expenses associated with ownership involve periodic updates (to keep it looking professional), insurance, transportation, refurbishment, and repairs.

Typically, rental exhibits have event costs that are more predictable, making it easier to budget, and there are fewer unpredictable maintenance costs. A business can make use of the financial resources of the business without putting a lot of money into ownership.

Total life cycle costs should thus be explored in a comprehensive financial evaluation, not just in the context of acquisition price.

• Align the Exhibit Strategy with Business Growth

Exhibition strategies need to be continuously developed as the organization evolves. When companies are starting a business in a new market, growing their product line, or expanding their exhibit presence, they might need different exhibit solutions during the different phases of their growth.

Rental exhibits can provide a lot of flexibility when the display needs to be configured differently as marketing needs change, particularly during periods of rapid growth. But companies with a proven track record of annual exhibitions will likely get more value from owning a custom-built or refitted exhibit over a longer period.

This coordination between exhibit decisions and expected business growth helps the marketing investment stay on the same path as the business’s changing goals and maintains a consistent brand image.

End Point

Used and rented trade show displays both have their merits and can be beneficial for various companies depending on their marketing goals, frequency of events attended, resources available, and future objectives. Scheduling, customization requirements, logistics, overall exhibit cost, and future expansion plans can all be considered to help companies choose an exhibit solution that optimizes their investment while presenting a professional look. A well-thought-out decision will not only improve event performance, but will also provide a growth-oriented event strategy that can continue to expand along with the organization.