A trade show display is a big investment and most businesses don’t want to just throw that money away. But sometimes the law of diminishing returns sets in. That $60,000 booth that made such a great impression ten years ago may be giving off a bargain basement vibe today.

It can be tough to know the best route to take. As a result, many companies just leave old exhibits sitting in storage, accruing storage charges without getting any benefit.

“You’d be amazed at how much valuable exhibit materials are sitting in storage across the country,” observes Chris Roberts, president of The Tradeshow Network Marketing Group. “Some companies don’t want to throw anything away. Others just want a new look or a lighter weight booth to save on shipping, so they have a new exhibit created while the old one sits in storage. Still others don’t want to pay to dispose of the exhibit, which can be a major expense in itself.”

What can you do to make the most of your existing exhibit? First, ask yourself a few questions to evaluate the impression your exhibit is making.

•         Is your exhibit keeping up with the latest trends?

According to Global Experience Specialists, one of the top trends in marketing at trade shows and other live events is fostering customer engagement in your brand. “Marketers across Corporate America continue to harness the incredible power of face-to-face marketing—using ‘brand experiences’ as a critical part of the modern era marketing mix. Event and trade show programs have become fully high-tech engagements that connect and engage—before, during and after an actual event or trade show. The result? Stronger marketing programs powered by stronger experiences,” GES states.

•         Does your booth space invite people in or keep people out?

GES also notes that audiences are expecting more inviting and entertaining booth spaces from exhibitors. Your booth configuration should make people feel comfortable, not trapped, which requires open spaces and places for easy interaction.

Not only do you need to draw your prospects into your space with appealing graphics and concise messaging, but you also need to make your space more interactive to keep people engaged. Savvy marketers are incorporating the latest technology in their exhibits, such as iPads and videos, to build excitement and foster personal engagement with clients.

According to the GES trend report, “Brands are looking to spend less on structures and more on technologies like tablets and interactive screens to display their products and product information. The result: Fewer countertops, and even more open floor plans. ‘Passive displays are out and interactivity is in: all the conversations happening within an exhibit, sales conversations included, are being supported by technology,’ says Darren Pasdernick, Executive Creative Director at GES.”

•         Does your exhibit reflect your current brand identity?

Even longstanding brands go through changes and updates. If you don’t think you can afford to replace your booth, you also can’t afford to send outdated marketing messages or make a poor impression on prospects. Of course, for companies that have been sold or have changed their names, a booth update is an absolute must.

Buying a brand new custom booth may be the best answer if your budget permits but it isn’t your only choice. Exhibitors can reap benefits from avoiding the costs of throwing the exhibit in the trash by choosing one of four upcycling options.

Upcycling is a big trend in home furnishings and décor – as people turn worn-out or dated furniture into fresh design statements. That same concept can apply to your trade show display.

Four upcycling options

1.       Trade in
2.       Revamp
3.       Sell
4.       Donate

Trade in your old exhibit for a new exhibit and reap the savings.

If your exhibit is still in working order and structurally sound, you may be able to trade it in for a new exhibit from a trade show exhibit firm that offers trade-ins. Trading in your old exhibit can yield a significant discount on the cost of a new exhibit. Not only will it save on your budget, but it will also help save the planet through upcycling.

Of course, some exhibits have seen heavy duty and are just too worn to refurbish. Others are too big and heavy and would cost too much to ship in relation to the value of the trade-in or resale.

If the exhibit is in good condition, the exhibit firm may be able to offer a discount of as much as 10 to 20% off the purchase price of a new exhibit of the same size or larger. Even pop-up exhibits are eligible for trade-in, if they can be refurbished.

You will need to take photos of your exhibit properties so that you can submit them to the exhibit firm for evaluation. If the booth materials appear to be in good shape, the next step would be to ship it to the firm for inspection. If the trade show firm is able to refurbish the exhibit and sell it to another exhibitor, you may qualify for a sizeable discount,

An all-new custom exhibit, for example, can cost $30,000 or more, so your trade-in savings could be anywhere from $3,000 to $6,000, depending on the value of your current exhibit and the size of the new exhibit. A brand new exhibit is the best way to update your brand image and keep up with trends, and a trade-in can help make it more affordable.

Revamp your exhibit with new graphics and added elements to make it look like new.

Although a complete refurbishment of your booth may cost more than it is worth, revamping your exhibit properties may be an economical option. For example, you can have new graphic panels made and add new elements with custom or rental modules, such as lightweight banners or technology kiosks. An exhibit designer can advise you on options for revamping your exhibit.

Sell your booth to a local buyer.

Research of the resale market for exhibits has shown that a used display can sell for 10 to 40 percent of the original purchase price.  The exact amount that your booth will fetch depends on its age, current condition, size, materials and the ability to reconfigure the components. Your accountant should be able to help estimate the depreciated value of the asset.

Because older exhibits tend to be bulky and heavy, shipping costs may well exceed the value of the booth itself, so it’s best to make a local sale. A good place to start is with your local craigslist.  You can find their roster of sites across the U.S. at http://www.craigslist.org/about/sites. The Tradeshow Network Marketing Group uses the Chicago-area craigslist frequently. Although your posting may generate some junk emails that you’ll have to delete, selling on craigslist can be a pleasant, positive experience.  For the most effective listing, show your booth to its best advantage by posting several pictures, provide all measurements of the booth, and offer an extremely reasonable price.

Other selling alternatives:

• Ask your current exhibit firm if they would be interested in buying your booth or putting it on consignment online, which would not incur shipping costs except to the final buyer.
• Place classified advertising in exhibit industry and marketing publications, area newspapers, and business journals.  
• Ask your local area chamber of commerce or your city’s business website to post the item if they offer a marketplace section of their site.
• Get quotes from exhibit resellers, which are easily found via internet search.
• Network with colleagues to let them know your booth is for sale.
• Use eBay and be sure to include your location and “local pickup only.”
• Ask your employees to spread the word, and post it on your website.

Donate it

If your booth is beyond its usefulness in an exhibit setting, you may find a local charity that would be happy to receive it as a donation and repurpose it.  Local non-profit organizations can find creative ways to reuse the displays. 

For example:

•         A public school turned a pop-up display into a backdrop for a video class
•         A county forest preserve office put the display in their information booth to highlight local wildlife
•         A facility for handicapped adults turned an exhibit backdrop into a showcase for artwork.  The possibilities are endless! 

Do something!

Whatever upcycling option appeals to you, it is better to do something with your old booth than to do nothing. If you have the sneaking suspicion that your exhibit is outdated, the time has come to trade up.