Thursday, July 10, 2014

Why You Should Rent Trade Show Technology (Even for a Custom Owned Exhibit)

trade show technology costs rental vs owned



Many times, the decision between owning vs. renting a trade show exhibit comes down to customization options and cost. You don’t want to look bland or outdated this year or 5 years from now, so you need cost-effective options to allow creative flexibility. The same considerations apply to renting trade show technology.


Whether you own your trade show exhibit or rent it, the technology inside offers the same benefits. First, we need to cover the basics.


What Technology Does for Trade Show Exhibits (when done right)

  • Allows practically at-will customization
  • Keeps your brand looking modern and up to date
  • Attracts attention from expo attendees (and keeps it)
  • Offers memorable interaction and product demos
  • Includes options capable of everything from lead capture to sales


Everything from iPads and video walls to electronic whiteboards and projectors have their place at trade shows. But for the same reasons you want customization options for your exhibit, you may not want to be locked in to same technology for every show.


Reasons Your Trade Show Technology Needs May Change

  • New products
  • Rebranding
  • Different marketing objectives or audience at different shows
  • Change in budget
  • Adjustments in strategy like gamification or on-site sales


Disadvantages of Purchasing Trade Show Technology

  • Technology can become obsolete overnight
  • Little to no technical assistance without extra trained (expensive) staff
  • Cost of storage
  • Hassle of keeping the software current
  • Limited to what’s in your inventory


Basically, it boils down to two things: brand image and cost.


Your needs and attendees’ needs and tastes change all the time. The cost effectiveness and choices that come with trade show technology rentals help you keep up. If that’s a good enough reason to influence your exhibit structure decisions, it’s good enough to affect your technology decisions.


How to Keep your Event Technology Up-to-Date


  • Customize graphics and visuals. Low-cost options include Powerpoint; high-reward but higher-cost options include custom apps and videos.
  • See people using technology in a new way in everyday life? Talk to your vendor or exhibit designer about how to incorporate it at the next show.
  • Regularly reevaluate marketing and sales tactics to find things that will make them more effective and efficient.
  • Check out your competition for inspiration—and then do it better.
  • Talk to your technology vendor about inventory and ideas. We love this stuff!