Wednesday, May 7, 2008
In praise of rental booths
I admit it, I'm a convert. I always thought you had to own a custom booth to be a big player. But with the pressures of financial performance a daily reality, having a quality image on the show floor has to be rethought. Enter the rental custom booth.
There are three reasons I like this concept:
1. I can just pack my stuff and walk away at the end of the show.
2. The pricing is predictable in that I&D, drayage, and rentals (structure, carpet, pad, funishings, cleaning) are combined in a single contract (that is, if you use the general contractor as I did at this most recent show).
3. It can be repeated and works well for programs of four shows or fewer.
While it ain't the latest in design, for a tech company or a company with a conflict or reduced budget, this can work very well. While it is a compromise in some areas, it is workable and delivers the messages that are critical for the client: those related to product and about how serious they are about cost containment.
Lesson Learned: judicious choice of vendor and display can result in immense cost savings and improved ROI.
(thanks to Freeman Decorating and Retalix)