How long will my trade show display last?

How long will my trade show display last?

I am asked this question every time Ferguson Design sells a booth. It is a good question and addresses the quality and longevity of our products. My answer varies depending on; whether it is custom or portable, how it is constructed, who sets it up/breaks it down, and how it is shipped.

There is another important aspect to this question. For the client who is trying to maximize the impact and effectiveness of their trade show program the question should be, “how long will my booth feel fresh and continue to attract new and existing customers?” My answer to this question also varies depending on; particular market, potential selling audience, and frequency of exhibiting.

A few of my clients have booths that are over 10 years old. This may be a testament to the quality of the fabrication or maybe the maintenance of these booths but they look and feel outdated. In most cases they are heavy, take several crates to ship, and require excessive labor to set-up. These clients would be better off getting a new display that could potentially pay for itself in the savings associated with storage, shipping, drayage and labor. And, this would spark interest from potential new clients at the show.

So, what is the answer? How often should you buy a new booth? For the average exhibitor who exhibits at 3-4 shows a year, I recommend a new booth every 4 years. By then the WOW factor is gone and the newness has worn off. I also recommend updating your booth for every show. Give them something new to look at such as graphics, messaging, promotions, product highlights and even giveaways.

Mike Ferguson

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