February 10th, 2016
Trade show displays are true investments. The money and effort you put into them up front will reward you for years with trade show traffic, brand awareness, leads, and conversions for your business. In fact, the average trade show exhibit lasts anywhere from 3 to 7 years. As time goes on, however, even the best displays wear out or lose their usefulness and must be replaced. Following are a few signs that it may be time to buy a new trade show display.
Wear and Tear on the Old Display
Your display’s appearance is vital in capturing the attention of trade show attendees. In fact, when you designed your display, you and your exhibit company likely spent a great deal of time creating a look that would stand out on the exhibit floor. Because your display’s appearance plays such a large role in convincing trade show attendees to visit your booth, anything that detracts from that look can potentially harm your trade show success.
This is why signs of wear and tear on your display signal a need for a new trade show exhibit. While some things (such as burned out light bulbs) can be fixed, other kinds of damage (such as stains, dents, and scratches) become permanent parts of your display. And, a damaged display can call your professionalism and expertise into question in visitors’ minds. As a result, if you notice wear and tear on your display that cannot be easily fixed, you may need to consider replacing the display.
New Products and Services
Chances are, your current display is focused on specific products and services offered by your company. This focus is a smart marketing choice, because it allows you to inform visitors about the specific benefits they can gain from your company. People will naturally be drawn to a display that represents new, innovative, and unique products and services that they can take advantage of.
However, if your business releases new products and services, your display may quickly become outdated.
An outdated display is a reason to purchase a new one, because it is an inaccurate representation of your business. By using it, you will miss out on customers who could use your new products, and you may attract visitors who are looking for something you no longer offer. As a result, consider a new display anytime your company’s offerings begin to differ from what is represented in your display.
If done correctly, your trade show exhibit should reflect your company’s branding and personality. Logos, colors, and overall feel should all accurately represent what your company is about. If your branding changes, therefore, it is likely that your display will need to change as well. There are a number of reasons that your branding (or messaging) might change.
For instance, occasionally, businesses will undergo a rebranding that introduces a new logo, changes the colors or styles of the original brand, etc. In these cases, your old display will quickly become outdated. In addition, you may occasionally find yourself with a new marketing message that can change the overall appearance of your display.
You may also find that your branding changes when your business undergoes major changes, such as mergers and acquisitions. These changes mean that your business becomes part of another business. It may adopt the branding of the other business, or receive entirely new branding that merges your company’s brand and the other company’s brand. In these cases, your display will need to change in order to reflect these shifts in your brand.
Even if your booth is up to date and reflecting your most recent products and services, you may still need a new trade show exhibit if your old display is not meeting your marketing goals at trade shows. In particular, you may need to consider a new display if you find that your old display is being ignored in favor of your competition’s booths.
If you notice that your competitors are regularly bringing in noticeably more business, visitors, and attention to their booths at the same trade shows you are attending, you may need to revamp your own display in order to better compete with theirs. You can do this by using an exhibit company’s design services to create a new display that incorporates and improves upon many of the features that make your competitors’ booths stand out.
Finally, you may need to consider replacing your current trade show display if you find that it is inconvenient to transport, install, or dismantle. For transportation, drayage, and other trade show expenses, pricing is often based on weight. The heavier the display, the more you will pay. If you want to cut down on the expense of getting your trade show exhibit from place to place, you may want to consider a new display that is lighter and easier to move.
In addition, set up time can cost you money (and stress) on the exhibit floor. If you find that your display is taking a long time to set up, or causing headaches during installation and dismantling, you may need a new trade show exhibit. Exhibit companies today can create relatively lightweight and portable displays that can make your set up and tear down experiences much less stressful.
If you think you might benefit from a new trade show display, consider hiring an exhibit company to help you think through the possibilities for a new display. Whether you choose a rental exhibit, a portable display, or custom exhibits, obtaining a new display can help you to better meet your marketing and trade show goals.