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Trade Show Displays - Being Different is a Good Thing
By Bob Albright
Be careful about choosing your next trade show display. With all the cookie cutter popup trade show displays being sold today via the web and particularly with the competitive prices, it may be tempting to save the $2000 on your next display by purchasing one of these booths online. You know the ones I'm talking about, the $995 popup display special. However, prior to looking at your initial savings with these cheap popup displays keep in mind the big picture. Your total trade show effort using this booth may be well over $100,000 throughout the next year or two considering all the costs for travel, show space, hotel, staff time, etc.
If you can create a unique appearance with a different booth by spending a couple thousand more up front, you only increase your total cost for trade show marketing by 2%. A 2% increase for being unique at the trade show where all your competitors are will pay off handsomely in exposure, leads and return on that trade show invested dollar. So even though you may spend a little more money up front, across the usefull life of your trade show display the greater initial investment becomes only a very small increase given all the other expense associated with your trade show effort to show off your companies marketing image.
Our experience has shown that the unique looks, like the Expression popup display, or the stowaway load bearing truss system, or the new Orbital truss system; while costing a little more up front return much more on the backside by separating yourself from your competition.
Bob Albright is a trade show display consultant and principle with Midland Display. He has over 20 years experience in the trade show display business, selling and designing trade show displays.
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