When deciding to invest in trade shows, there are several important decisions to make, the most critical being how to display the brand…the best trade show booth option. For new exhibitors, it typically comes down to two choices, although in many instances they are described as options: rent a pre-existing booth or have a booth built for a specific trade show. Both options have their opportunities and challenges, and knowing each will help you determine if the trade show experience is positive or a very expensive mistake.

Often, the new exhibitors choose trade show rental booths for the lower commitment level, the ability to be flexible, and fewer logistical issues. On the other hand, a custom-built booth will be distinctive in its presence, story, and therefore branding opportunity. New exhibitors need to figure out their priorities (cost, anticipated show frequency, ability to control their brand narrative, and their branding opportunity) before committing to a decision that aligns with their goals.

Breaking It Down: 5 Key Considerations for First-Time Exhibitors

1. Brand Identity and Visual Impact with Custom Trade Show Exhibits

Custom trade show exhibits enable organizations to design every inch of the booth around their brand storytelling, which is important for companies that want to create an impact for people to remember. Custom booths work best for companies with a clear vision of what they want to look like in the market and are ready to cement a footprint for their brand.

Custom booths can use brand colors, messaging, top-down themes, and even advanced technology to create a personalized experience. Customization can help a brand cut through crowded events—especially in product launches or when seeking a premium look—but requires planning and typically a higher commitment.

2. Budget and Cost Management

Cost is an important factor for any first-time exhibitor. Rental booths provide a lower overall cost with no fabrication expenses upfront. Rental trade show booth structures are generally produced in a standardized style with temporary graphics or banners that could be changed, so they would then have a custom-built appearance.

This makes them ideal for brands looking to test trade show marketing for return on investment (ROI) purposes and relevant to a rental booth; even if it allows them to have a professional exhibit for one or two shows, they will not incur any further ownership costs. However, brands with multiple events planned may find that booth rentals can be as expensive as a custom-built exhibit over time.

3. Setup, Logistics, and Flexibility

Rental booths typically offer a simpler setup and semi-assembled components, making it manageable for inexperienced trade show users. Most likely, each provider’s options will be installed and taken down for you—a huge relief for the team from internal pressure and knowing that the booth looks good on day one.

Custom booths, especially larger ones, require another level of coordination. They may require rented equipment to have a special crew involved. Even if it was custom-built, coordinating an arrangement-type display is daunting without enough advance notice for broad planning or support from outside services.

4. Frequency and Longevity of Use

In the end, the number of trade shows a company attends should weigh heavily in this decision. If a company is only trying to utilize in-person marketing or assess the value of exhibiting at one or two trade shows a year, then a rental booth makes sense from the standpoint of a one-time use.

If you believe you will be continuously participating in multiple trade shows as an ongoing part of your marketing strategy, a custom booth will quickly be the best economic decision over time. Custom exhibits are designed for reuse and repurposing and have long-term value for exhibitors, especially for a company that attends multiple trade shows. In addition, custom booths are more effective at driving consistent brand recognition within varying trade show locations, reinforcing a company’s identity wherever it goes.

5. Scalability and Future Expansion

A first-time exhibitor often doesn’t know what they need until after their first event. Rental booths are a great option for this learning process, as there is some flexibility with minimal commitment. After reviewing the feedback and foot traffic and knowing what worked, the company can adjust and then scale its booth design for future events.

While custom booths are impactful, they offer no flexibility. Adjusting the exhibit’s size, layout, or features often resulted in additional costs. As companies look to improve their trade show methodology through experiential learning, starting with a rental booth gives the business an opportunity to experiment before committing to anything permanent.

End Point

When deciding if trade show rental booths are right for them or if a trade show exhibit fits them best, each first-time exhibitor will have different needs, budgets, and expectations. Rentals are functional, are generally easier to set up, and are more cost-effective for testing new exhibit approaches. Custom exhibit designs will tell more of a story about your brand while providing a comprehensive long-term value for ongoing campaigns. There is a distinction between rentals and custom booth design. For a start-up business, it’s essential to balance its vision with practicality so it can leave a favorable impression at the first show.