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Tim Patterson's  Articles

Are You Ready For A New Exhibit?


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How do you know when itís time for your company to invest in a new exhibit? While the answer will vary from company to company, there are a number of common factors that can help answer that question.

Is your current exhibit old? In the exhibit world, a tradeshow booth is old somewhere between 5-7 years. Now, that doesnít mean you should automatically replace your booth as soon as it hits that age, or if itís older. But an older exhibit is a sign that it might be time to consider upgrading. Of course, some companies use the same exhibit for decades. Yup, seen it happen.

What do your main competitorsí booths look like? If your company has stayed put while most of your main competitors have invested in new booth properties, it can make you look a little old and out of touch. In some industries, thatís the touch of death. In others, not so much.

Has your companyís exhibit needs changed significantly? One client I worked with found that their target market had matured to the point they were no longer needing to display so many products, but instead needed to assist those distributors with other things. That meant downsizing the booth to accommodate those needs. If you have new products or services that are not getting the notice they deserve, that may mean an upgrade is needed.

Has your company grown significantly? Some companies need a booth to match their market presence, which means a larger booth. It also means keeping up with the Joneses.

Is your current exhibit stretching your shipping budget because itís very heavy to ship? Shipping and drayage for wooden crates and booths can eat up a significant portion of your tradeshow marketing budget. Unless heavier materials such as wood and metal define your companyís looks, itís worth considering a lighter approach. Fabric graphics, aluminum frames and structures and the like can significantly cut your shipping costs for years to come. With fabric graphics that are easily changed for different exhibiting needs, a new lightweight booth may be just what the doctor ordered.

 
 

©2015 by Tim Patterson