23. November 2009 21:21
Keep in mind when
considering how much funding to allocate to display design that trade shows are
an extremely visual medium: attendees shop first and foremost with their eyes.
That being said, often what differentiates a great exhibit from a so-so one is about
how smart you spend your available budget.
Custom modular exhibits are gaining in
popularity among companies exhibiting in island spaces. This is due in part to
recent innovations that enable designers to produce exhibits that rival
Custom modular island
displays offer exhibitors custom-built style with the added advantage of being
able to be repurposed. That is, components may be rearranged to offer fresh
floor layouts or serve in smaller spaces and be augmented to expand into larger
island venues. Many companies are spreading the budgetary impact of their
display investment over several events to achieve a positive ROI on each event.
Before you start the design process you should ask yourself what other spaces
you want the ability to use your display in, to further leverage your
- Do you want to set any of
the display up in a nontrade show environment? These might include your lobby,
at a sales meeting, or your staff training facility to name a few.
- Do you plan to exhibit in spaces that are
- Do you want the ability to expand into larger
Equally important are the
significant savings in operational and ownership costs exhibitors realize with a
custom modular display. On average, custom modular exhibits are 50-60% lighter
than their custom built counterparts. Custom modular displays can be packed
into fewer cases, resulting in dramatically lower shipping and drayage rates.
And replacing modular components is far less expensive than custom-built ones.
While individual results may
vary depending on your specific design, we recently compared Nomadic’s average
operational and ownership costs to those of the average custom-built display
using industry published data sources as shown in the chart below.
So be upfront and direct
with your display company regarding your budget. If appropriate, discuss
renting your display. This option is a great value to companies who are new to
trade shows, want to test new markets or take an island space for that
once-a-year national or international event.