Change Your Booth Without Changing Your Budget
One of the challenges for trade show professionals is delivering maximum impact while working within the confines of a restrictive budget. Though the adage that “you have to spend money to make money” is true to a certain degree, you can change up your booth without changing your budget at the same time.
All it requires is a little “outside the box” thinking and the ability to try new things when the situation calls for it.
In a perfect world, the space you rent at a trade show should be like a great new pair of gloves – they fit exceptionally well and there isn't an inch of wasted space. Because of this, one of the best ways to change your booth without changing your budget involves making sure you really use that space you're paying for in the first place.
Take a look at your booth, your collateral, your equipment – everything. Are you maximizing the space that you've been paying for? If you are, that's fine. If you don't, examine your floor plan and reconfigure your properties. You make be able to give your exhibit a fresh look without changing a thing!
The Break-Neck Pace of Technology
Take a look at how you currently use technology in your booth and look for ways to adopt new technology to your advantage. Maybe six months ago augmented reality just wasn't in the cards, but now thanks to a great new smartphone app [https://www.digitaltrends.com/mobile/best-augmented-reality-apps/] you can repurpose those tablets you already have to create an entirely new in-show experience. One of the best (and worst) things about modern technology is that it is evolving at an incredible pace.
Keeping Your Eye on the Prize
Another key to changing your booth without changing your budget involves making sure that your original goals are still top priorities. Remember when you were initially putting together your exhibition, every decision you made was one with goals X, Y, and Z in mind?
But what if you don't really care about goal Z anymore? What if your new priorities are X, Y and A? Dthis change how many staff members you'll need? How about special equipment or technology you used demonstrations? What does this do to the layout of your exhibit?
Begin with your end goals in mind and work your way backward to identify areas where elements can be consolidated or eliminated to make room for bigger and better things.
Repurpose Exhibit Elements
Take a look at your custom exhibit. If your program calls for two or three shows a year and your exhibit sits in the warehouse the rest of the time, what about repurposing modules from your exhibit for other live marketing events – sales meetings, user conferences, smaller hotel shows. You've just identified another major way to maximize your booth investment without changing your budget.
Another option is to retain brand-specific, custom exhibit elements and add much-less-expensive rental properties when needed for meeting rooms, double decks and backwalls.
Embrace Digital Signage
If you haven't been experimenting with digital signage yet, now could be the perfect time to start. The great thing about digital signage is that you are able to work with a blank slate at every show. Your content can be changed quickly and easily whenever you need to, constantly injecting a breath of fresh air into your display. Today’s LED monitors can be seamlessly incorporated into your booth structure for a sophisticated, sleek look.