Trade shows are a massive investment. Between the travel, the staffing, and the booth space itself, the budget can get tight pretty quickly. But there is a secret weapon that savvy marketing managers are using to keep costs down without looking “cheap.” It’s called a multi-show custom rental strategy. It allows you to have a high-end look at different shows, but with a price tag that makes the finance department happy.
We recently saw a perfect example of this with one of our favorite clients, Prime Robotics. They are a Denver-based company that has built a really strong reputation for providing best-in-class solutions. They help their customers accelerate and optimize value chain ecosystems. Basically, they are top-tier players, and they needed a booth that looked the part.
The Journey Begins at MODEX 2022
Our journey with Prime Robotics started back in 2022. They were gearing up for MODEX, which is a huge show in the supply chain space. They didn’t want to buy a massive structure that they would have to pay to store in a warehouse all year. So, we designed and produced a distinctive 20X40 exhibit for them.
It was a custom rental. This means it was built using rental hardware frames, but we skinned it with custom graphics and elements that made it look brand new and unique to them. It was a hit. The show was a success, and the booth did exactly what it was supposed to do.
Scaling Up for ProMat 2023
Fast forward a year. Prime Robotics was getting ready for the ProMat show in 2023. They came back to us with a new challenge. They didn’t just want to repeat what they did at MODEX. They wanted to go bigger. And I mean that literally.
Following the successful experience with the first show, they asked us to upgrade the exhibit significantly. This is where the beauty of a multi-show custom rental really shines. Because the core structure was rental hardware, we weren’t stuck with a rigid booth that couldn’t change. We had the flexibility to adapt.
Key Upgrades and Enhancements
To meet their new goals for ProMat, we implemented several major changes to the original design. It wasn’t just a touch-up; it was a transformation. Here is what we changed:
- Expansion in size: The booth grew from a 20X40 footprint to a 20X50. That extra 200 square feet might not sound like much on paper, but on the show floor, it makes a huge difference in traffic flow.
- Total Graphic Overhaul: Prime Robotics had gone through a rebranding. We stripped the old graphics and installed all new graphics to reflect their new visual identity.
- High-Visibility Signage: We added a rotation motor for the large hanging sign. In a massive hall, movement catches the eye. A spinning sign is much harder to ignore than a static one.
- Better Reception Area: We added an eight-foot-wide reception counter. This created a much more welcoming entry point for attendees to stop and chat.
- Interactive Elements: We included a dedicated product demo station. This allowed their team to actually show off their robotics in action, rather than just talking about them.
The Economic Advantage
Now, you might be thinking that all these upgrades sound expensive. Adding square footage, motors, and new counters usually adds up fast. And normally, you would be right. But this is where the story gets really good.
Fortunately, Prime Robotics earned a significant discount. Since this was the second rental of the original exhibit hardware, the base costs were lower. We reward loyalty, and the rental model is built to support repeat usage.
Because of this multi-show approach, the cost of these significant upgrades was reduced by more than half. Imagine getting a bigger booth, new graphics, and better features, but paying a fraction of what a new build would cost. That is the power of strategic renting.
Why Flexibility Matters
The business world moves fast. Your branding next year might look different than it does today. Your product line might change. You might need a 20×20 space at one show and a 20×50 at another. Buying a custom booth locks you in. It forces you to use the same layout over and over again to amortize the cost.
A multi-show custom rental frees you from those handcuffs. You can pivot when the market pivots. Prime Robotics proved that you can upgrade your presence without blowing up your budget.
Don’t Sacrifice Quality for Cost
There is a misconception that “rental” means “generic.” People think of silver aluminum extrusions and velcro panels. That isn’t what we do. As you can see with Prime Robotics, the end result is seamless, professional, and completely branded. No one walking by that booth at ProMat knew it was a rental. They just saw a market leader with an impressive presence.
We want to help you achieve the same results. Let us show you the many ways to save money in your trade show program without sacrificing quality, impact or service. You don’t have to choose between looking good and saving money. You can actually do both.
If you are planning your exhibit schedule for the coming year, let’s talk about how a rental strategy can work for you.
Ready to upgrade your trade show presence? Contact us today to start designing your custom solution.