In the Market for a New Booth?
Four tips to make your next booth investment last longer
By: Dr. Leslie Garrett
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Consider
these tips and helpful hints as you investigate ordering a new booth for your
next event.
Keep graphics and text nationally, seasonally and timeline
independent.
The key to
keeping a booth timeless is to follow a simple design in terms of graphics and
text. Do not commit real estate on your graphics area to content or messaging
that can go stale after one season. You can let less costly items like banner
stands call attention the latest and greatest news.
Helpful hint: Design your booth
to be the little black dress that goes with everything.
Embellish with banner stands and a custom tablecloth.
With a
booth that has a timeless background your opportunity to call attention to new
things comes via banner stands and tablecloths. Banner stands will cost in the
neighborhood of 250 to 300 dollars, which is easier on the budget than a
complete booth replacement when it comes time to update or replace messaging.
Placement of your banner stand(s) can help your booth space stand out and catch
people’s attention as they scan the exhibit hall aisle. Custom-designed
tablecloths cost in the neighborhood of 200 dollars and add the finishing touch
to a booth space.
Helpful hint: Design your
tablecloth with a dark-colored top ‒ beverages and ink pens can ruin a light-colored
surface in a hurry.
Keep drayage costs in mind.
When buying
your booth and any additional display items such as banner stands, think about
drayage costs and what you can or cannot physically carry with you. Drayage
costs can be the one post-show item that quickly sends you over budget. If
anyone working the event has to store, haul or assemble your booth, it will
cost you. When purchasing your booth, also consider the weight of each package
and if you must use the events exhibit property services (i.e., Freeman). If
you must use property services, consolidate shipments under 200 pounds into one
shipment. Doing this keeps your packages together and minimizes additional
package handling fees.
Helpful hint: For packages under
100 pounds, consider calling the hotel’s package room and inquiring about
having your package sent FedEx to them as a “Hold for Pick-Up” three to five
days in advance of the event. When you arrive at the hotel and pick up your
package, tip the package room employee who retrieves the package for you.
Expect breakage and things that need replacing.
Booth cases, lighting,
collapsible booth structures, and graphics can fail. First and foremost, pack
two-sided tape and duct tape in your booth case(s). Investigate replacement
costs when buying your booth. If there is an option to upgrade your booth cases
at a discounted rate when purchasing your booth, consider the upgrade. Know
your vendor’s graphic replacement policy and consider ordering a second set of
graphics at the time of your initial order, especially if you know the booth will travel to different locations or events where messaging or branding for the company is different (i.e., if the booth travels from the United States to Canada or if the booth represents two distinct products or companies). It is common for new graphics purchased after the fact to cost nearly as much as the booth did when the initial order was placed. These graphics might be significantly reduced in price if purchased or negotiated during the initial order.
Helpful hint: For booths that ship in rolling cases, expect the wheels to break and consider throwing in a wheel replacement kit when you order your booth. The cost of wheel replacement kits should be minimal, under 20 dollars.
About the Author
Dr, Leslie Garrett serves Edge Legal Marketing, Inc. as a marketing optimization analyst with expertise in marketing, public relations, and management. She is instrumental in leading Edge's corporate consulting and search engine optimization website analytics services.
