- Got multiple shows?
- No budget to display the way you want to?
- Don’t want to waste money hiring for every show?
- Believe that a professional look would give you a better result?
If you answered ‘yes’ to any of these questions read on!
The thing is, an exhibit is really just like any other mechanism that helps you in your business. Just like a piece of machinery or a car, in the business world it’s seen as an income producing asset and its possible to spread the cost of a new exhibit over 2-3yrs by leasing it. It’s a well-kept secret that is a really great option!
By exhibit leasing I don’t mean hiring for a show. Leasing gives you a custom made exhibit that is financed but yours to keep.
For those unable to purchase a custom exhibit that is of a standard they want, they traditionally either:
- Hire an exhibit. An option that is ideal for those who do a single installation once in a blue moon, but it’s usually expensive or in dubious condition.
- Go low budget. The problem with cutting corners with the tangible elements is that they are the window to your business and the first impression a visitor will judge you on (whether you like it or not). You can use pull up banners, pop up stands or basic shell schemes but they will always look like the temporary structure they are… They don’t inspire or hold the attention of anyone walking down aisles at a show surrounded by fascias and being bombarded with signage.
Arguments for exhibit leasing:
- Small monthly payments
- Purchase doesn’t have to be capitalised, it can be a tax deductable expense
- An exhibit can easily be designed to last 3 years now and with some careful planning can also suit different layouts
- If through leasing the exhibit you can stretch your budget further and elevate your image, I’m willing to say that the improvements in aesthetics will be matched by opportunities on show day. More opportunities, equals more income.
- You won’t have to reinvent the wheel at each show. You know what you have to work with and will spend less time finessing the details for each show.
Yes, you will incur a cost for each install, but the small ongoing cost is measly compared to the benefits of a consistent image across all of your events. Having a standard you are proud to represent you will also help generate you more business.
Whether we admit it or not, most of us love a little gamble every now and then. We are competitive by nature! Take 2UP, for example, the game that stops the nation every Anzac Day as we remember the diggers that fought bravely for our country. We love 2UP because the odds are good. You pick heads or tails and with a 50% chance of winning it’s mighty tempting to have a crack, but why are so many gambling with their business opportunities? Maybe it’s because it’s difficult to quantify missed opportunities? Or maybe I’m just being naïve. Or is it those cutting corners who are naïve?
If you score more work as a result of your stand looking and working better, the investment seems worthwhile. What I don’t understand is why people don’t believe it will make that big a difference and are happy doing a half-arsed job just to get by.
Walking down the street and selecting a restaurant to dine in, which would you choose? The one that is favoured by others, looks aesthetically pleasing and clean? Or the old take away store with a flickering fluro lit menu and daggy tiles? Exhibiting is no different. If people stepped away from their businesses and wore their consumer ‘hat’ for a moment, they would probably find that it really does matter. People are rushing, tired and want to get a feel for your business quickly so they can get on with their lives. They match the quality of your stand, the vibe they get from your staff and deduce your key message in the time it takes them to walk up to your stand. If it doesn’t rate well, they will simply move onto the next. Exhibit leasing could really be a viable option for those wanting to be the favoured restaurant sooner than they would otherwise be able to afford. I wouldn’t even say it’s a case of “fake it until you make it”, it’s more like “working smarter not harder”.