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Extending the Life of Your Exhibit
Written by: Andy MarkenArticle Overview: Make your money go further with a few easy steps.
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Extending the Life of Your Exhibit
If you haven't recovered from the expense of building your last exhibit, it may be possible to update and revitalize past exhibits with new graphics and remodeling techniques to produce a totally new look at a modest cost.
Most of the time, people discard their booths without determining if there is any value left in them. If the structure is still sound, at least some portions of earlier booths can be saved and reused. Maybe the back walls can be redone with new plastic laminate, carpet, or Velcro. The new back walls provide a canvas on which you can "paint" a totally new presentation and company/product image.
Another possibility is that you can save portions of earlier, large booths and construct one or more smaller, revitalized booths. This is helpful if you participate in a range of shows and the level of presence isn’t the same in every show.
For national shows you want major impact. However, with regional shows you can utilize a smaller space and show a more selected range of products/services. You may have strictly local shows where your sales people feel visibility in the target market community is not only important but good politics.
You could use a 40x40 booth for major shows, 20x20 or 20-foot linear for regional shows, and 10x10 for local shows. Rather than produce three-plus booths, refurbish earlier booths to put your best foot forward in each instance -- economically.
If, in final analysis, you determine you can't save portions of the booths, be brutal. Get them out. There’s no need paying storage costs for something you can’t use.
If you are considering refurbishing a booth, think about your freight and drayage costs. Previously used booths may have not been designed with these expenses in mind. The shipping costs add up very quickly.
If the booth designer had a field day with your exhibit and it is complicated to set up, your assembly costs may be way out of line, and there will be no savings. KISS (keep it simple, stupid) works well for booths … advertising and products.
But revamping an existing booth can cost about 50% of the replacement costs, so the savings are worth considering. A charge of this magnitude will provide for an extensive facelift and present a totally new image and message.
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About the Author: Andy Marken RSS for Andy's articles - Visit Andy's website G. A. "Andy" Marken President Marken Communications, Inc. Santa Clara, CA Andy has worked in front of and behind the TV camera and radio mike. Unlike most PR people he listens to and understands the consumer’s perspective on the actual use of products. He has written more than 100 articles in the business and trade press. During this time he has also addressed industry issues and technologies not as corporate wishlists but how they can be used by normal people. He has been a marketing and communications consultant for more than 30 years involved in the wild early days of the Internet/Web, heyday of the videogame industry and the maturing professional and consumer video industries. His experience includes years with Internet pioneer CERFnet, TCG and AT&T. Andy has worked in the software, Web 2.0, video and storage industry with Panasonic, Philips, Dazzle, Atari, NTI, ADS Tech, Pinnacle Systems, CyberLink, InterVideo, Ulead and Verbatim. Click here to visit Andy's website An Inside Look at The Steve Jobs Way Storage is All About Performance Plus Relationship Marketing LETS DO AWAY WITH PRESS RELEASES Social Media Marketing is Like Dating Real Serious Dating |
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