Why worry about a booth?

Seen at the IWCE trade show in Las Vegas: the booth-less booth?

With all of this talk about saving money yet still have a strong marketing presence, here’s an idea that seems to have resurfaced.

Motorola apparently just rolled in their 48-foot (or longer) tractor-trailer rig, dropped down the sides (and opened the doors) in their booth space at this show. this does the following:

  • Saves on additional freight. After all, the truck is the freight.
  • Saves on drayage. Well, I haven’t seen the bill; wonder how GES charged for this?
  • Minimizes labor. Hire a spotter and some guys to roll out carpet.
  • While you do have the tremendous up-front cost to design and build out the trailer itself, this is just one more stop on its tour.

It’s not entirely true that there wasn’t a set of booth properties in the space. On the other side of this photo were some kiosks and banners. However, the bulk of the exhibit was this trailer.

TTSG

1 thought on “Why worry about a booth?”

  1. I just discovered your blog….and commend your excellent coverage of the trade show space and excellent writing.

    A question/comment here about using trailers. Do you really think they represent a cost savings over more traditional booths. I wonder overall?

    I live in Medellin, Colombia and am always looking for trends or ways and means to bring best practices back and forth btw countries.

    I was in Bogota last week and saw a very trendy, well-designed booth that was totally collapsible. Although it was being used as an on-site sales office for an apartment complex, it would easily lend itself to a trade show concept. I’m tracking down the manufacturer…

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