The industry rule of thumb is that if you're going to use the same trade show exhibit three times, you should purchase it instead of renting. But, if you only want a trade show booth for a one or two time trade show appearance, renting is often the best way to go.
For companies that have the choice of renting vs. buying a trade show exhibit, there are many solid and sound reasons to rent a trade show exhibit rather than making a purchase of a trade show display.
According to Candy Adams, a San Diego-based independent exhibit-management consultant, trainer, speaker and writer known as The Booth Mom?, there are compelling reasons why companies rent trade show exhibits, such as:
Lack of capital budget to replace or refurbish outdated exhibit properties.
First-time exhibitors and start-up companies which aren't ready to make capital outlays until they're more financially established. The executives of an IPO often want as few capital assets on their balance sheet as possible.
Companies who want to look larger and more impressive than their capital budget will allow.
Inadequate inventory of trade show exhibit properties to cover conflicting show schedules, i.e. back-to-back or overlapping trade show dates.
Different strategic or vertical market segments where a different look and feel is required.
Size requirements - some trade shows have a smaller trade show booth size requirement to ?level the playing field? and some trade shows are based on sponsorship levels where the more you give, the larger trade show booth size allotment you have.
Different trade show booth footprints requiring a larger or smaller trade show exhibit.
A ?try before you buy? option before purchasing a used trade show exhibit to be sure it works for you, with a portion of the rental cost being applied to the purchase.
International exhibitors coming to the U.S. rent trade show booths to avoid the overseas shipping charges.
Custom and modular trade show display rentals are about one third the cost of the purchase of a trade show exhibit. And, the options are many. Trade show booth rentals range from elaborate double decker island trade show exhibits occupying many thousands of square feet costing hundreds of thousands of dollars, to a trade show pop-up exhibit costing a few hundred dollars.
Remember, when you rent you can save money not only on the trade show exhibit rental but also on storage and insurance fees, repair and refurbishment and ultimately disposal fees -- and have potential savings in transportation, material handling and installation and dismantle depending on the trade show booth properties you rent.
Renting will save you not only on trade show construction costs but also the expense of warehousing your display after the trade show is over.
Full service trade show exhibit houses offer rental options, plus counsel on whether rental or purchase is the right decision for your specific exhibiting needs--whether you plan to exhibit at the McCormick Convention Center in Chicago, the Kaiser Convention Center in Oakland, the Moscone Center in San Francisco, the Santa Clara Convention Center, the San Jose McEnery Convention Center or other exhibit centers throughout the country or abroad.
Trade shows for your best prospects are a great way to generate leads if you know how to take advantage of the opportunity. You can reap the benefits without having to rent a booth. The down side to renting a booth in addition to the cost is the fact that you're tied to the booth unless you have enough help to man your booth so that you can be free to roam the event. Most trade shows are recurring and you can know the date of the next one a year in advance, so you have plenty of time to plan your strategy for using this sales technique. When the event is held at a hotel or a convention center connected to a hotel you could rent a room during the event and send post cards to prospects inviting them to visit you to get something they would value. You could also host an after the event cocktail hour in your own private room.
When you walk the trade show make sure you meet as many potential prospects as possible. A great way to make sure that happens is to know the names and locations of every vendor at the event. As you meet people be sure to have something of value to offer them. This helps you to make a connection. Have your entire marketing and sales strategy mapped out for the event far enough in advance to have everything prepared for the big event. Proper planning ensures you can get the most value from the time and dollars you invest in the event in terms of the valuable leads with real potential for insurance sales success.
Make sure you arrive at the event early and work your plan. Know who is running the event and find out if there is an opportunity for you to help with the event that will get you exposure to the right people. You may want to greet arrivers and hand them a bag they can use to collect all their trade show goodies in.
One way to gain the favorable attention of the vendors is to bring them an early cup of coffee. As you introduce yourself, be prepared to position yourself in a way that grabs attention and interest. Have a great attention getting core marketing message prepared and practiced for the event if you don't already have one. Start solid connections by having something to offer the people you meet that they would really want.
Your offer is the key to the whole lead generation process. Come up with something that is a value added proposition. Something your prospects would really want and it doesn't have to be something tangible. In fact, information that isn't readily available but really helpful or useful will encourage others to reach out to you.
The first step to using this sales technique is getting the attention of the people you want to connect with. But you don't want to do it in a pushy way. Remember you're not a booth holder. You're either walking the trade show or inviting people to connect with you at your own event near the trade show, so you just need to meet and greet people and make a friend; and then mention this valuable something you'd like them to have.
Why do most people waste the leads they get at trade shows? Because they don't follow-up or they don't follow-up fast enough. Remember the leads you got from the trade show don't know you, so you need to have a system to follow-up with those leads in some way within 72 hours or they're wasted. Beyond 72 hours they've moved on from the trade show and their interest and enthusiasm will have waned. So include your follow-up plan of attack in your overall plan. Top producers are top producers because they have a plan for their sales success and use proven sales techniques to work their plan.
Both Dick Wheeler & Cheryl A. Clausen are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Dick Wheeler has sinced written about articles on various topics from Trade Show Exhibit, Trade Shows and Trade Show Exhibit. Dick Wheeler is President of Professional Exhibits & Graphics, headquartered in Sunnyvale, California with showroom in Sacramento. Firm is full-service premiere trade show exhibit, graphics and management services company.. Dick Wheeler's top article generates over 22200 views. to your Favourites.
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