You’re committed to a trade show and determined to do it right. But buying an exhibit can be overwhelming. There are scads of choices and prices. Here are a few tips for a first time buyer:

• Don’t let the exhibit buying experience intimidate you
• Let your marketing objective dictate your exhibit needs
• Prepare for sticker shock
• Where you buy depends on your goals and needs
• Plan, Plan, Plan and you’ll make better choices

Getting Started

Meet with an exhibit consultant. They can help maximize your investment and guide you through all the options. Whether you buy locally or shop e-commerce, be sure they ask questions about your use and goals. Do you need portable, modular or a large custom exhibit? How will you be using your exhibit, how often, and in how many different settings? What are you looking for in visual impact? What are the rules and regulations of shows you plan to attend and how will they affect your purchase?

Sticker Shock

Be prepared to be surprised. Many first time buyers are shocked at the price of even small items like a banner stand or a 10’ pop-up display. Exhibit manufacturing is a low volume, highly specialized operation that requires custom creation from graphics to fabric panels. As a rule of thumb, you can expect these price ranges:

• Portable and Pop-Up displays $20 – $150 per sq. ft.
• Modular displays $50 – $250 per sq. ft.
• Custom and Custom Modular displays $150 – $300 per sq. ft.

Where to buy

If you just need a banner stand or a simple pop up, print shops and graphic companies can be a good local source. While these companies can help you develop a visually appealing presence, their expertise is not in the face-to-face marketing industry.

If you are developing a trade show “experience” or will be attending multiple shows and locations during the year, you may want to work closely with an experienced trade show consultant or display company. Trade shows are a team sport. Your consultant should become a part of your team – not just a sales person. Let them be your go-to person for inside information, tips and “tricks of the trade.”  Listen to their advice and let them guide you through the process.  Take advantage of their expertise in:

• Design and impact
• Marketing tips
• Pre-show marketing & post-show follow up
• Trade show rules and regulations
• Ordering show services and discounts
• Shipping and material handling costs
• On-site utilities
• Union rules and regulations
• Emergency contacts in event cities

Marketing Strategy

Your exhibit marketing strategy should include your purpose, goals, and financial objective. Draft this before you’re influenced by investment parameters. Keep your strategy consistent with your company’s general marketing program and let your exhibit marketing strategy help reveal the type display best suited for your program. If the typical 10×10 ft. or 10×20 ft. exhibit spaces are on your agenda, you’ll most likely want portable or modular exhibits. If your strategy includes one or two major shows and a 20×20 ft. or greater space, you’ll want to consider custom modular designs. A good consultant will prompt you with a questionnaire to help in your decision.

Plan Ahead

If you don’t plan ahead you may incur unnecessary charges and fees. Many shows have a deadline on ordering services, after which you may pay as much as 45% more. Rush shipping and production charges can be costly. Always give yourself at least six weeks to order, receive, preview and prepare before sending to show site.

Put it in writing

Get pricing quotes and all charges in writing. Shipping is usually a separate invoice and can’t be determined until weight, dimension and distance are known. Most consultants will honor a quote for up to 90 days unless the quote includes special pricing from a manufacturer. Never base your investment dollars on a conversation and since this is a major part of your company’s marketing plan always look for the best value, not the best price. Look at the warranties offered and service behind the product. Like anything else: if the deal is too good to be true, it usually is.

From Biz2Biz NWA

By Ken Abernathy, Big Hats Consulting / Springdale: Ken Abernathy is president and CEO of Big Hats Consulting, a full service tradeshow program consulting firm in Northwest Arkansas, and has more than 25 years experience in the tradeshow and event industry. Have a question for Ken? Email: ken@bighatsconsulting.com.