Brands, particularly small ones, often face a dilemma: they need to see and be seen at industry events, like tradeshows, community gatherings, and promotions. At the same time, the cost is often exorbitant. Admission is pricey, and this is made even more burdensome to brands who want a unique exhibit space. A fully custom-made booth or display can cost thousands of dollars, and some remarkable models soar past five digits – not including storage, transportation, and labor to set up and tear down.
There is a solution to this challenge, however: convenient, fully customizable modular displays. What are they, and why should you consider making an investment before your next event?
What exactly are these displays, and what makes them a great brand investment? In contrast to banner stands or popup banners, which can fit easily on limited floor space, on tables, or on walls, modular displays utilize the full event space. They typically feature a standard basic structure. This might be a lightweight metal framework or panel construction.
Think of it like a giant Lego kit. You can fit together different components to create your ideal layout. Because the components are lightweight, they are easy to transport and set up. Further, they can be reconfigured in multiple ways.
The Versatility You Need
Say that you are attending a community event that allows you a 20×10 space. Room to spread out! You can configure your modular display to make the most of it, to create visual impact, and to create a sense of airy, inviting space.
But what if you go from that event to a tradeshow, where you get a 10×10 space? Simple. Just reconfigure your display to maximize space. Perhaps this means eliminating some components, like extra seating. Perhaps it means thinking up instead of out and stacking shelving for vertical appeal.
You also have the freedom to choose models or components that best meet your needs. For example, if you have sleek, exciting new tech products to promote to your target audience, you can choose a display that incorporates tables or workstations, kiosks, furniture (why not invite people to come on in and stay awhile!), and plenty charging stations.
No matter how you arrange them, modular displays provide the visual and experiential impact of a fully custom-made exhibit. But they do so at a fraction of the cost of a full-custom display – and at a fraction of the weight. Some models weigh 60 percent less than their custom counterparts.
Weight equals cost. With heavier models, you pay more initially, and you pay more for shipping, drayage, and labor. This can easily tack thousands onto the cost of a single tradeshow appearance. Just setting up and taking down the exhibit takes man-hours that drain profitability. Can a full-custom go from a 20×10 foot display to a 10×10 foot display with just a few simple adjustments and just one tool? Don’t count on it.
Many brands think that a modular display will make their brand appear the same as every other competitor out there, that the designs are cookie cutter. This is a legitimate concern; one of the key objectives of any marketing initiative is to differentiate your business and to stand out from the crowd.
The good news is that when you choose a high-quality design, you have the built-in benefit of versatility. You can fully customize your graphics, adding your brand’s logo, slogans, key images, and color palette to help build recognition and awareness. You can arrange and configure your assets to create a unique experience for your visitors. Sorry; if you want cookies at your next event, you’re going to have to bake them.
Not only can you reconfigure the components of your modular displays, you can “reskin” them. On the framework are printed graphics panels for your logos or other brand elements. You can swap out these panels. This allows you to instantly create fresh looks and to change the focus of your display (for instance, you may want a general brand image at one event and a product-specific image at another). This is yet one more way you can save costs and keep your brand message on-trend and current.
Modular displays allow brands to save on periphery costs, such as shipping and labor. This enables them to spend their marketing budgets more purposefully and for a greater impact. They can use those funds to attend more events, train new staff, invest in more customer perks or merchandise, or create engaging social media campaigns. All of which provide a better return on investment than shipping and drayage ever will!
Modular displays can help your brand achieve its goals, create a welcoming and exciting space, and stay within budget. Win-win-win.