Portable trade show counters get a bad rap… and it’s not unwarranted. They’re basic, inexpensive, and easy-to-assemble. Which makes them perfect for portable displays but largely ignored for modular or even custom designs.
Let’s reset those expectations. At Classic, our portable counters are inexpensive and easy-to-assemble, just like all the others on the market. However, they are also stylish, functional, and include three features rarely found on other portable counters.
1. Locking Door. Have you ever met an exhibitor who didn’t want secure storage? Of the 46 portable counters in Exhibit Design Search, 32 have a locking door. 2. Secure Countertop. What’s the point of storage if the countertop isn’t attached to the base? Every Classic countertop — portable, modular, or custom – has a locking feature or attached countertop. 3. Shelves. Shelves are important, whether internal or external, yet they’re often treated as a luxury. They’re not
Finally, with a few exceptions, you can choose any laminate, as long as you select standard laminates from the major manufacturers. That’s important! Below are examples of Symphony Portable Counters, some of our most popular portable counter designs.
With over 200 Distributor Partners throughout North America, there’s a Classic representative close by to assist with any rental project. Contact us today whether you need an inline rental display, a double-deck island exhibit, or a contemporary kiosk rental. At Classic, we’re not just different. We’re better.
There are two kinds of trade show exhibitors: 1) those who research costs, create a budget, and document every expense, and 2) those who don’t. Don’t be #2. It’s not hard, even if you’ve never purchased a trade show exhibit before or participated in a trade show. New and unfamiliar? Yes. Complicated? Not really. Does that mean there won’t be a few surprises along the way? Of course not.
First, trade shows are expensive, and some costs are often puzzling to exhibition newbies, but there are multiple ways to manage those expenses with a little planning and some assistance from an experienced trade show professional. Don’t be afraid to tap into that expertise. You’ll find that they want you to get the biggest bang for the buck and be wildly successful with your trade show marketing.
Understanding a Trade Show Budget
There are two sides to a trade show budget: the money spent and the return on investment or return on objectives. Let’s park ROI and ROO as topics for now since every company handles those differently.
A quick search on the Internet will yield multiple budget templates or programs. See Smartsheet or ExhibitDay for example. Below is a budget spreadsheet provided by TradeShowGuyExhibits.
Every trade show budget has upfront costs and recurring expenses. For example, purchasing a display is an upfront cost. Storage for the display at an exhibit house is a recurring expense. Some upfront costs you’ll want to depreciate over time so you can better access your actual expenses per show and your ROI.
Organizing Your Trade Show Budget
To better wrap your head around the costs, let’s divide them into categories. Keep in mind that some expenses might not apply to your situation. And the budget doesn’t consider the salaries or time of anyone at your company who participates in trade show planning or participation at a show.
Most of these costs are self-explanatory, except for show management/storage, drayage, electrical, and labor. However, for a more extensive glossary of Trade Show Terminology, click on this link.
Show Management/Storage: If you decide to purchase (vs. rent) your exhibit, you will need to store it somewhere between shows. Exhibit Houses are happy to provide that service, along with other services like scheduling shipping, inspecting the display before and after the show, staging the display, and handling the ordering of show services.
Drayage: Drayage can be a baffling (and an often contentious) service to trade show novices. Drayage is the term for the handling of exhibit materials from the dock at the show location to the exhibitor’s booth within the show hall. Trade show participants pay a fee, based on the weight and number of packages, to have their show materials received at the dock and moved to their show space, stored during the show, and then returned at the end.
Electrical: If your booth requires electricity, and it will, there’s a cost depending on the number of amps required. In addition, some convention halls require licensed internal electricians to complete specific electrical tasks in your booth space. Check your show book for details.
I&D: Installation and Dismantling is the term given to the labor required to set up, take down, and repack an exhibit. I&D rules and rates vary depending on the show hall and show management. Check your show book for details.
Trade Show Budgeting Tips
When it comes to budgeting tips, being an insider or expert on trade shows has its benefits. Every trade show professional will gladly share their budgeting tips (generally gratis), but most fall into three groups: planning, preparation, and personality. The three Ps.
Planning: Most people are not planners. They react rather than anticipate. In the world of trade shows, there are hard deadlines whether it’s buying an exhibit, designing graphics, getting freight quotes, or completing order forms for show services. Earlier is better because there are early bird rates or because there are financial repercussions to waiting until the last minute. Those could be rush fees, overnight shipping charges, or overtime labor rates. The single most effective way to save money on your trade show program is to plan ahead.
Preparation: This is similar to planning but doesn’t require forms or specific deadlines. For example:
Will your literature, promotional products, or demos fit in the case or crate? Fewer packages usually means lower shipping and drayage charges.
Does everyone understand their roles at the show and any financial guidelines, like per diem or client entertainment? Same with apparel in the booth.
Have the exhibit set-up instructions been reviewed by your labor contractor? Are there assembly nuances they need to know that are not on the instructions? Like the position of the exhibit within the booth space.
Does the show and/or show management offer new exhibitor training and/or welcome services? Those can supercharge the process of going from a newbie to a battle-scarred veteran.
Personality: Trade shows are stressful, not just for the exhibitors but also for attendees, show management, general show contractors, and anyone who works to pull it all together. It can get tense fast because expectations are high, time is short, and lots of money is on the line. Being polite (and persistent if necessary) has benefits. People want to help people if they are gracious, respectful, and understanding. Entitlement and threats are usually counter-productive on the trade show floor.
10 Common Trade Show Budgeting Mistakes
Not setting trade show marketing goals
Not formulating a multi-year show schedule
Purchasing when you should be renting. And vice versa
Missing early bird deadlines
Not identifying or capturing pre and post-show costs
Attending the wrong trade shows
Not going big enough at the right trade shows
Not capturing metrics – quantitative and qualitative
Ignoring show leads
Bringing the wrong people to the show
Trade Show Management with Classic Exhibits
Classic Exhibits has been designing and building trade show and event solutions since 1993. It’s a commitment that extends beyond the structure. Tap into our expertise in trade show management to ensure your next show is your best show.
Classic Exhibits has been honored as an Exhibitor Magazine Find-It Top 40 Exhibit Producers and an Event Marketer Fab 50 Exhibit Builders multiple times. Along with numerous Portable Modular Awards. With over 200 Distributor Partners throughout North America, there’s a Classic representative close by to assist with any rental project. Contact us today whether you need an inline rental display, a double-deck island exhibit, or a contemporary kiosk rental. At Classic, we’re not just different. We’re better.
If you own a trade show display, you own a trade show kiosk, counter, or pedestal. If you don’t, then you should purchase or rent one for your next show. I’m not kidding. Visualize the last time you attended a trade show or expo either as an exhibitor or as an attendee. Probably 80% of the conversations were at or near a kiosk in the booth.
So, let’s chat about two topics. Why kiosks, counters, or pedestals are indispensable as a trade show accessory and why rental exhibits are a good idea, especially if you participate in more than 3-4 trade shows a year.
Trade Show Kiosk Options
Topic #1
Let’s start by acknowledging there are hundreds if not thousands of kiosk designs. Some are basic, just a frame or case and a graphic, and some have a laundry list of options. Prices vary as well from ridiculously cheap to absurdly expensive. However, if you are considering a custom kiosk or kiosk rental, then start by listing each must-have feature. We’ve created a checklist below to make this a bit easier.
Graphics
Portable Packing and Assembly
Modular Assembly
Specific Shape (rectangle, round, asymmetrical, custom)
Fully or Partially Assembled
Tablet Mount
Locking Storage
Monitor Mount
Internal or External Shelves
Weight Bearing Countertop
Specific Size for the Countertop
Backlit Graphics
LED Accent Lights
Literature Tray Option
As the list shows, kiosks can be more than simple rectangle boxes with a vinyl graphic. And they should be. Well-chosen kiosks should contribute to the overall design of the exhibit and have a purpose(s).
Why Kiosk Rental?
Topic #2
Let’s use a comparison – rental cars. There are three possibilities when you rent a car. You get the vehicle you requested (for example, a Honda Accord). Or you get to choose one from a row of similar vehicles. OR, someone blesses you (probably because you’ve been nice and patient while waiting in line) and you get upgraded.
Driving a new and different car, SUV, or truck is simultaneously nerve-wracking and exhilarating. It takes a few minutes to learn where the lights are, how to turn on and adjust the radio, and discover features you don’t have in your vehicle. You may discover that automatic high-beam headlights are indispensable but lane warning buzzers are just annoying. Renting a kiosk isn’t really much different, but unlike a rental car, you can explore the features before making a final decision.
Of course, marketing objectives change for any company. What made sense for a show in January may not be appropriate for a show in June. Also, many exhibitors shift from inlines to island exhibits depending on the trade show. Renting gives you flexibility, both in price and features. For example, an island exhibit may need an impressive reception counter/kiosk with backlit graphics and locking storage for promotional products. However, your inline display may require something smaller, but one with a monitor or tablet for product videos or to explore your website.
5 of Our Favorite Kiosk Exhibit Rentals
1. RE-1580 | Double-sided Kiosk. 8 ft. high kiosk includes (2) laminated shelves, (2) monitor mounts, and direct print graphics.
2. RE-1563 | Custom Counter. Popular custom reception counter with vinyl graphic, LED accent lighting, and locking door and internal shelf.
3. RE-1584 | Backlit Counter. Custom counter (no assembly) with locking storage and backlit fabric graphic.
4. RE-1587 | Backlit Counter. Impressive reception counter with double storage and a 48” x 30” backlit fabric graphic.
5. RE-1565 | Reception Counter/Kiosk. Lightweight modular construction with direct print graphics and locking storage. Includes a rotating iPad stand in the rental price.
4 Benefits of a Rental Kiosk vs. Purchasing
There are 4 benefits to renting vs. purchasing a kiosk, counter, or pedestal.
#1. Flexibility. Most exhibitors consider this to be the most important benefit. When you rent, you’re not “locked in” to a specific kiosk for multiple shows. You can make changes depending on your marketing goals, budget, and exhibit design. Go larger. Go smaller. Need specific features like backlighting or wireless changing? Not a problem.
#2. Cost. Simply put, the upfront cost of renting vs. purchasing is cheaper. If you plan to reuse a graphic multiple times, then you’re only renting the hardware each time. Long-term costs are a bit fuzzier and should include the cost of storage and prep time when owning a kiosk. If you don’t plan to make any changes to your booth design over the course of multiple shows, then a purchase makes more sense. However, many exhibitors value the flexibility and low maintenance of a rental and consider those to be more important than a lower long-term cost.
#3. Storage. When you buy an exhibit, you are taking possession of hardware, graphics, and cases/crates. You own them. As such, they have to be stored somewhere when not in transit or at the show. You can choose to store it with your exhibit house, which is convenient but comes with a monthly expense. Or you can handle the storage yourself, which takes up space and can be a hassle. Renting eliminates both. You don’t own it so you don’t have to store it. And, as a bonus, many exhibit houses will safeguard your graphics (which you do own) for a year at no or minimal expense.
#4. Preparation. If you’ve ever had an “Oh shit!” moment during an exhibit install, you know how stressful it can be to find a solution, along with the cost. Rentals are staged before shipping to the show, thereby significantly reducing unpleasant surprises.
Kiosk Rental with Classic Exhibits
Classic Exhibits has been designing and building solutions since 1993. We’ve been honored as an Exhibitor Magazine Find-It Top 40 Exhibit Producers and an Event Marketer Fab 50 Exhibit Builders multiple times. Along with numerous Portable Modular Awards.
With over 200 Distributor Partners throughout North America, there’s a Classic representative close by to assist with any rental project. Contact us today whether you need an inline rental display, a double-deck island exhibit, or a contemporary kiosk rental. At Classic, we’re not just different. We’re better.
On November 3-4, Classic Exhibits hosted a delightful group of attendees and sponsors at Shared Knowledge University 2022. Was it crazy at times? Yes. But we “powered through it” and everyone graduated with honors.
Our sincere thanks to all the attendees and to our sponsors — CORT, Brumark, Eagle Management, and Tive. If you’re wondering, “Was I really in Portland for two days? And did I embarrassed myself?” Well, we have the photos to prove it. You would be wise to order significantly more from Classic Exhibits in 2023… unless you want us to sharethem. Capiche! 😊
Bulleted Descriptions by Glenna Martin, Graphic Designer
Trade show graphic design can be challenging for designers without extensive 3D graphic experience. Add in structural modularity, unusual shapes, and vertical and horizontal layering and the task becomes MUCH MUCH harder. However, most graphic designers love this creative challenge.
Below are examples of graphic designs on the Symphony Portable System. The Symphony’s mix and match architecture gives exhibitors the flexibility to select from 8 frame shapes and 17 counters and accessories. In addition, the frames vary in height and can be layered front-to-back. That’s a lot to consider as a graphic designer… and yet, as the examples illustrate, the shapes, layering, and accessories serve as perfect canvases for beautiful, clever, and effective graphic treatments.
10 x 10 Trade Show Displays
Arch Frames and Freestanding CounterBalance: Logo, Main Image, Tagline, and CounterEffective Use of Floating Graphic (logo)
10 x 20 Trade Show Displays
Same Structure. Different Audiences.Recessed Middle Frame with Abstract Bookend GraphicsFloating Graphics, Peak Frame, and Curved Graphic BandContrasting Colors and Slanting Graphics
With Symphony, you can create the perfect 10, 20 or 30 ft. display by selecting from stylish backwall shapes and distinctive counters and workstations. The mix and match flexibility encourages unlimited design possibilities. Need a different look for your next show? Symphony’s modular SEG frames are double-sided and re-configurable.
Personalize your Symphony Display with attractive counters, workstations, floating graphics, iPad clamshells, and monitor mounts. The lightweight aluminum frames are engineered for SEG dye-sublimated fabric graphics for a seamless, wrinkle-free look. Add floating graphics for additional visual layering and branding.
