When it comes to trade shows, many exhibitors don’t have a detailed plan on how to market their company. They purchase a display, which they think is the key to a successful show. Your exhibit may be the star of the show but it’s only one element in a comprehensive strategy.
We all recognize this scene from Seinfeld: The rental car desk. The banter between Jerry and Elaine. And the snide, indifferent response from the rental car agent. We’ve all experienced this poor customer service from an overbooked flight, a missed service appointment, or a bait and switch on an advertised product.
Trade Show exhibit rentals are growing. Rapidly. And exhibit companies are trying to position themselves based on their individual strengths. Some rental-only exhibit companies are touting renting as the only solution. They say, “Why buy when you can rent? No more storage fees. You can change the display for every show. The cost is less.”
Trade shows can be a strange world whether you are an exhibitor, attendee, or an industry insider. While many behaviors might seem normal to you as a member of the trade show community, others are downright bizarre to those who rarely set foot in a trade show hall.
Some companiees will hint at it. Then there are the ones who are honest. They simply don’t understand trade show marketing. That’s not surprising. It’s rarely taught on the undergraduate or graduate level. At best, it’s mentioned in passing in a marketing textbook.
Attend any recent trade show and you’ll see many, many portable modular displays. They have gone from the exception to the rule in many show halls over the past two or three years. Visually, the reason is obvious.