Q: How do you know when it is time to build a new exhibit or refurbish it?
A: Exhibits typically last anywhere from three to seven years. To figure out what your best option is you need to ask yourself some key questions about your existing property and its ability to meet your needs:
- Does the structure have the bones necessary to meet your marketing objectives? Does it only need some touch ups or does it necessitate bigger changes?
- Do the bones of your exhibit address your overall message requirements?
- Are you able to showcase your products or services in the best possible light?
When answering these questions, consider how well the structure supports your branding objectives. A key reason to exhibit is to position your brand in front of a receptive audience. So, ask yourself whether your current exhibit can truly tell your brand story effectively.
If you can answer “yes” to most of these questions, or you can envision ways that your existing structure can be adapted to meet these needs without breaking the bank, then refurbishment is a viable option.
If you’ve answered “no” to these questions and there is no clear fix insight, then you’re probably better off starting from scratch with a new property.
While your booth may fit your current needs, you also must consider what challenges, changes and plans are coming down the pipe, along with the associated costs of operation. Consider how many times you intend to use this exact footprint during the next three to five years. Take a close look at your shipping, drayage, and storage charges to determine if their costs are palatable considering your exhibits overall deliverables. Also assess the amount of time and complexity involved with set-up and teardown, as well as the costs associated with storing the property.
- Could you switch to a lighter weight material, eliminate bulky elements or replace custom exhibitory with more modular components that can be easily configured to fit multiple footprints?
- Might a new structure allow you to do away with expensive equipment for install a massive labor crew and costs?
- Would incorporating more fabric components cut fees considerably?
If you stand to gain a ton of money and lose very little impact by switching to a different type of core structure then a new booth may be the way to go. But if you already own a booth that fits all your needs and doesn’t break the bank with weight-related charges, then refurbishment is likely your ideal solution. Be sure to research the latest industry advances in terms of materials, connectors, technology, etc. You may discover a new solution that can drastically cut costs and still deliver your objectives. Remember to always run the numbers.