subject: Tough Questions About Trade Show Displays: Rent Or Buy? [print this page] Renting a trade show exhibit might seem similar to a professional concert pianist who rents his keyboard: cheap and a little bit insincere. After all, a trade show exhibit is one of the most powerful tools a company has to create a temporary but persuasive embodiment of the best it has to offer.
Perhaps that's why exhibits have traditionally been purchased in North America rather than rented. However, as companies have grown more sophisticated in their exhibiting strategies, rental options have expanded. It is now possible to rent displays in a wide range of styles and quality, which is why any company evaluating trade show displays should consider both rental and purchase.
Design Options
Budget is the only restriction a company has when purchasing and designing trade show displays. There is an array of designs, materials, shapes and functions available when purchasing an exhibit and any number of professional exhibit companies to design and construct it.
There are also a variety of rental options available, although not all exhibit companies offer rentals. Some companies can create custom rentals; however, more often rentals are either a basic, commonly-used structure created expressly for renting, or a used, repurposed exhibit. This is not to say that they're shabby or ineffective. Quality is a function of design and appropriateness, not whether the product was rented or purchased.
The Cost Factor
Given the cost of purchasing, storing, moving and setting up a display, renting has a lower upfront cost. However, long-term use over many shows may nullify those upfront savings.
Another point to consider is the financial implications of renting versus buying. Purchase of a display is a capital expenditure, which can be amortized over an extended period. Renting is considered a one-time expense and is not amortized.
Flexibility Or Commitment
Generally speaking, rentals make sense in situations where the exhibitor needs flexibility. For example, renting is a good choice for a company that rarely participates in shows or is unsure if exhibiting will reap a return on investment. A company can make a better informed decision by renting and experimenting before making a commitment.
Another useful rental scenario occurs when a company launches a new product. Trade show displays specific to a new product can be rented without buying soon to be outdated materials.
There are also situations where a company that owns trade show displays will rent something more elaborate for a one time need. Perhaps to gain prominence in a new market or unveil a new product, a company will host a large, island exhibit. Even if the company owns its own inline display, for this event they will rent a custom installation.
There is something to be said for consistency in trade show displays. Keeping a consistent look and feel is much easier with a purchased display. For a company with a robust exhibition calendar, it may be tough on the brand and the staff working the exhibitions if the display isn't consistent.
Ultimately the decision on whether to rent or buy is bigger than the price tag. Both have their place in the world of trade show exhibits and each fits well into different exhibiting and marketing strategies. While renting may have once seemed like the imperfect second choice for those with limited budgets, it is now a legitimate option that many exhibitors should consider.
