Got a trade show coming up and wondering whether it’s more cost-effective to buy or rent your exhibit? Here's the bottom line.
You’ll generally spend less money in the long run if you purchase your trade show exhibit upfront and use it over several years. However, renting may be the better option based on numerous factors, which we’ll explore in this article.
Here’s the complete lowdown on the differences between renting and purchasing your exhibit.
What does it cost to rent a trade show exhibit?
We’re going to give you the two words no one wants to read — it depends.
As a general guideline, you can safely assume you’ll spend at least $9,000 to rent a trade show exhibit as a starting point. But the exact number is contingent on many factors.
For example, modular exhibits are generally much more expensive to rent than portable displays due to their complexity, associated shipping, labor, and storage costs, and so forth.
You’ll pay notably less to rent an inline booth than an island booth, but you can stand out more and make a bigger statement with the latter.
Integrating custom features or components into your exhibit can significantly increase the cost, too.
When you rent a trade show exhibit, you’re paying for the exhibit structure and the graphics. Because graphics are unique to your company, you generally wouldn’t rent them. But you can reuse them at future shows, provided your branding and messaging stay the same.
You have to ask yourself an important question before deciding whether to rent or purchase your exhibit. Do I intend to rent this exhibit for the next three years without making any changes, or am I likely to update the graphics further down the road? If the latter, it’s far more cost-effective for you to purchase your exhibit.
For a more detailed, accurate quotation, feel free to contact us today.
When is renting an exhibit a good idea?
Renting is best suited to exhibitors who are attending one or two shows per year. It also makes sense if you’re testing out a new market or audience or exhibiting at shows with very different layouts (i.e., a 10x20 inline exhibit at one show and an island at another).
In addition, renting eliminates recurring expenses for off-site warehouse storage, property insurance, and maintenance and repairs. You make savings in these areas, which could be critical for your business.
The obvious trade-off is that you don’t ever own the asset and could end up paying much more for it in the long run than if you purchased it outright.
What does it cost to purchase a trade show exhibit?
Again, we’re going to play it safe to avoid leading you down the wrong path.
Tens of thousands of dollars is a standard starting point, but this figure is subject to change based on the addition of certain specialist services or supplementary accessories.
As per the EXHIBITOR magazine study, design and production typically account for less than 25% of an event marketer’s budget. The other 75-80% is taken up by:
- Shipping
- Booth space
- Installation and dismantle
- Drayage
- Labor
- Material handling
- Sales tax
- On-site show services
- Travel and lodging
- Marketing
- Talent
- Lead retrieval
- Staff uniforms
In addition to the above, you have ongoing insurance, maintenance, and storage costs to think about.
However, there are plenty of opportunities for you to make vital savings along the way so that you’re not paying more than you need to.
At The Trade Group, we have a team of specialist account executives who can guide you through this process and help you make the most informed buying decisions. They are supported by our client service directors, designers, and fabricators, many of whom are seasoned veterans in their field.
You can read more about our exhibit services here or contact us if you have any specific questions regarding cost.
When is purchasing an exhibit a good idea?
Buying a trade show exhibit is the logical choice if you’re exhibiting at over three shows per year.
It’s also a no-brainer if you want consistent layout and messaging, with visual features that are bespoke to your brand. Your ideal customers have a clear picture in their heads of what you ‘look like', which opens up more sales opportunities long term.
The trade-off here is that you’re putting more money down and liable for ongoing maintenance and other associated costs, as we cover below.
How long can a purchased trade show exhibit last?
A typical purchased trade show exhibit that’s used at multiple shows per year can last between five and seven years with good upkeep. High-end modular or custom island exhibits have been known to even last ten years or more.
What you get in return for your investment
Whether you decide to rent or buy your trade show exhibit, one thing’s for certain.
If you have a compelling visual asset, clear messaging, an engaged staffing team, and a trusted trade show partner by your side, you’ll make big returns on your investment.
On average, trade shows return $4 for every $1 spent, according to the Center for Exhibition Industry Research (CEIR). The ROI can be even higher than this in some cases, with 14% of Fortune 500 companies reporting a 5:1 ROI from exhibiting at trade shows (in other words, they earned $5 for every $1 spent).
Compare this to a $2 return for every $1 spent on Google Ads, and you can appreciate how lucrative trade shows are as a form of lead generation.
A couple of hundred leads from a show are worth exponentially more than, say, paying an ad agency to gain the same number of leads.
They’re also a faster way to advance your relationship with those leads, since you’re having quality face-to-face interactions with them.
And to put the potential scale of these leads into perspective, it’s estimated that nearly $50 billion worth of deals were done on Day One of the Farnborough Airshow in England.
While we can’t promise that you’ll close multi-million dollar deals as a direct result of your trade show exhibit, it’s your foot in the door and needs to be truly memorable.
We’ll give you an exhibit that is this and much more.
Plan your next trade show with The Trade Group today
As a strategic trade show partner, we’re here to make your trade show planning as slick as possible.
Since 1986, we’ve brought businesses’ stories to life with cutting-edge trade show exhibits that are storytelling assets.
From engineering, design, and fabrication to installation and dismantle (I&D), shipping, and storage, we’ve got you covered.
If you’re interested in partnering with us for your next event, send us a note here or give us a call at 800-343-2005.
