Hello ECN readers, summer’s here, but class is still in session! Welcome back to the TradeShow Teacher column. This month we’ll be learning about rental display advantages. With a little luck it’s beautiful outside today and many of you have not enjoyed a warm day in months. I suggest that you take this latest edition of ECN and read it outside, taking advantage of the beautiful summer weather, while catching up on the latest industry news and your TradeShow Teacher lesson. Wherever you decide to read, I hope you will find this month’s lesson about Rental Displays informative. You may possibly even find it surprising and change some perceptions you have about rentals. So let’s go right to it.

Historically, an exhibitor’s most likely experience with rentals has been due to last resort options when their own display didn’t arrive, or suddenly needing to simultaneously exhibit at overlapping shows. This is not surprising, since in the old days, rental offerings were very basic, not terribly attractive and did not offer exhibitors many opportunities to accurately portray their company’s image. Things have changed quite a bit since then; rental offerings are now stylish and customizable, offering wide varieties of creative options. The modern marvels of new digital printing and manufacturing processes mean that exhibitors can stylize and design rental displays to accurately depict the style and branding of their company. Those technical improvements have been the driving force behind the rental display’s transformation and dramatically increased usage; vendors often now having entire divisions dedicated to rentals and warehouses full of options.

As you continue reading, keep in mind that renting displays will not suit every company. This lesson is by no means designed to convince you that rentals are now the exhibit display option of choice. But I do want to make sure you have enough information about the rental changes in the industry and the benefits rentals offer. Chances are, you already have enough experience with purchased displays to know their Pros and Cons. Arming yourself with facts about rental displays will now lend you the ability to make an informed decision about the direction that best suits your company.

Here is a list of Top 10 Reasons for Selecting a Rental Display

1. With products and company branding continuously evolving, using rentals allows your company to keep up with these changes, without having to spend a great deal of money on an entire new display all at once.

2. When renting a display, costs are reduced by not having the responsibilities of owning the display. Items such as maintenance, insurance, storage, refurbishment, handling and disposal are not factors to apply to budget planning anymore.

3. If you will be exhibiting at your first trade show, or entering a new market where you will need a different look and messaging, rentals are a great option for “testing the waters”. Giving yourself firsthand experience, you will learn whether trade show exhibiting, or entering the new market is a good fit for your company. You can also compare the variety of displays and styles dominantly used, to make future display selections.

4. When you have simultaneous shows to exhibit at, the investment of purchasing an entire new display is not cost effective. By renting, you are able to exhibit in two places at the same time.

5. Using smaller amounts of budget dollars over an extended period of time also lends financial benefits to the balance sheet for the company; by having more available cash for investing, or other activities. Besides, Rentals are viewed as expenses for tax purposes, while you have to write off an expensive display over multiple years.

6. If a company wants to make a big impression by having a sizeable display, but doesn’t have the budget dollars available, renting a display fitting the desired size only costs a fraction of purchasing and eliminates the responsibilities and costs associated with ownership.

7. If your exhibit property is substantial in size and you select to exhibit at a show requiring smaller floor space, then renting a display for this potentially one-time occurrence can be a wise choice.

8. A “top of the list” nightmare scenario for exhibit managers is showing up at the booth space and finding it empty. After all the frantic calls to locate the display have confirmed that it will not be making its appearance at the show, it’s time to obtain a rental display - rapidly. Speak with show management about their options available, or start calling local vendors about the emergency booth rental needed to fit your requirements. Tip: Always bring a copy of the display’s graphic files to each show as part of contingency planning for such circumstances.

9. Some display companies offer you the rent-to-buy option so you can confirm whether or not this display style positively suits your market and branding requirements. Select a vendor that is willing to apply the rental costs towards the purchase if you confirm it’s a good fit for your exhibiting needs.

10. International Exhibiting is a great reason for renting a display locally; whether an overseas company is exhibiting in the U.S. or vice versa. The cost savings are significant and eliminate a great deal of shipping, customs and all sorts of other paperwork for shipping an owned display across borders.

HOMEWORK

If you are unfamiliar with rental displays, or it has been more than a year since you last reviewed the type of selections now available, take time to educate yourself on the new styles and rental options. Also investigate general pricing, typical rental procedures and the attributes of a quality rental. You never know when you may need one! Instead of learning the hard way through an emergency situation, learn this information now to be prepared if a rental need pops up later. Knowing these details will also lower the chances of being overcharged, or taken advantage of in an emergency rental situation.

Thank you once again for taking the time to read the TradeShow Teacher column. Having spent this time thinking about rental displays makes me wonder when display companies will start offering time share purchases of displays; selling these could provide jobs for all the now unemployed sales people of time share properties that are suffering with the economy. Bye for now, it’s time for me to plan my next lesson.

Linda Musgrove, the TradeShow Teacher helps companies improve their Trade Show Results through customized Educational Trade Show Marketing Programs; with programs for individuals, or entire departments and with the Trade Show Training Manual she authored, titled: Trade Show Training, for Increased Return On Investment. Visit http://www.tsteacher.com to register for the FREE Trade Show Tactics Newsletter! Call (888) 547-7410 for a FREE consultation.


 

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