To Buy Or To Rent A Display Is The Question?
We have a tight budget and a desperate need to maximize the ROI on the effort so is renting the display going to work out better for you than buying one?
The answer is not as straightforward as 'Yes!' or 'No!' 'it 'Depends!'
Both forms of using a display have their advantages and drawbacks and which is the better method for you to use is determined by the situation you are in, personal preference and how you operate.
Pro's of Buying
- Customization - you are able to design and acquire a display which is tailored to your own specifications and is best equipped to suit your needs;
- Consistency - as you move from show to show you will be able to present a uniform image which is consistent - do not underestimate this nor the fact that it will not go unnoticed;
- Availability - you own the kit and therefore it is available whenever you want it to be;
- Brand Image - with your own display you can integrate your brand identity into the display and banners and signs can be used repeatedly; and
- Depreciation - you can depreciate the display as an asset and take a charge to your profit and loss account saving you money on your tax bill.
Con's of Buying
- High Initial Cost - the initial investment can be substantial and depending on how you depreciate the asset will have a direct impact on your ROI over time; and
- Storage and Maintenance Costs - as your property, you will be responsible for storing the equipment and also for maintaining and repairing it, all adding to the cost of ownership.
Pro's of Renting or Leasing
- Low Initial Cost - the cost barrier to entry is dramatically lowered if you rent your display equipment which will dramatically improve your ROI initially;
- Low Risk for Testing - if you are new to trade shows or are looking to try out different techniques or concepts then leasing the equipment makes more sense than heavy investment which may not be used in the longer-term;
- No Maintenance or Storage - you are free of the costs associated with owning the equipment - you have no responsibility for repairing or storing the display and simply need it at the event location at the right date and time;
- Ancillary Cost Savings - by renting a display locally you can save on the costs of shipping the display to the events you are exhibiting at - this is especially advantageous if you are attending international shows; and
- Customization Options - though you are renting the display, many leased displays do provide for customization.
Con's of Renting and Leasing
- Lack of Availability - you are treated on a 'first-come, first-served' basis unless you book well in advance; lack of availability can be a real issue if demand is high - expect this to start becoming the case as we move out of recession into recovery;
- One- Time Use Graphics - unless you have committed to a schedule with the rental you are creating a one-time use of your banners and marketing images which is not financially effective; and
- Lack of Consistency - it will be very difficult to maintain a uniform image as you move from display to display at various events.
About the Author
Brian Douglass is the co-owner of Trade Show Joe, a leading provider of trade show booths, used trade show displays, and trade show accessories.
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