TRADE SECRETS BLOG
New vs. Old: Can Your Trade Show Exhibit Last Another Season?
Should you refurbish your old trade show exhibit or opt for a newer model?
Your company’s brand image says a lot about your overall products and services. A company that consistently appears in trade publications or industry specific magazines will be looked at as experts in their field. At the same time, a company that has no product models, image examples or information about their services will not be a company that is sought after at their trade show event.
However, business knowledge and industry expertise are not the only things that can establish a positive or negative image about your brand. The overall design and aesthetic of how your company presents itself, both in your day-to-day environment and while exhibiting at trade shows, is enough for someone to determine whether or not they would like to work with you.
When a company has an eye-catching, bright, interesting exhibit at a trade show event, all eyes take notice. People will wonder what company that exhibit belongs to, what types of products they promote, what their business is all about and even what they might buy from that type of company. However, if your company heads to a trade show with an old, worn-out exhibit, chances are attendees are going to walk right past it without giving a second glance.
So, what can you do to ensure that your trade show exhibit is keeping the attention of potential clients and business leads? There are two different things that you can do to give your company the positive facelift that it needs at its next trade show: purchase or rent a new exhibit or refurbish your old one.
Here are a few questions you should ask yourself when trying to determine whether or not your business should spruce up its trade show booth or simply invest in a new model:
What Will Best Reflect Our Image?
Consider your audience and your current brand image. For example, if your company is constantly marketing itself to be on top of trends and technology, it may be best to leave your outdated exhibit behind and purchase or rent a new exhibit that will resonate with that target audience. Also consider the functionality of your current exhibit. Does it have everything you now require such as storage, demonstration areas or additional space to interact with prospects? If not, you may want to consider a new exhibit.
How Much Usage Does Your Exhibit Get?
Sometimes making small updates to your existing display can make a world of difference in capturing your desired audience. Perhaps redesigned graphics will attract the attention needed for your new product or service. Maybe you’d like to add audio-visual components which may be easily integrated but can make a huge impact. Even consider cleaning or resurfacing the exhibit hardware, which might be all it takes to make your exhibit shine.
What Will Be Most Cost Efficient To The Company?
Always consider what you’re at the show to do – make sales and gain exposure. Determine if simple updates or refurbishment to your current exhibit will make the same impact as new exhibit. If so, updates might be right for you. If not, a new exhibit design may win over prospects. When it comes down to it, it’s all about obtaining the best results while staying on budget. Your trade show exhibit is an investment in your marketing success.
If you still have further questions about the benefits of a new trade show exhibit vs. refurbishing your old exhibit, be sure to contact The Trade Group. We will be able to discuss your current needs with you to determine which option will work best for your company.