What Advantages Does ‘custom Built Design’ Offer Over ‘do It Yourself’ Modular Designs?

By Author: M Razi Shakir
Total Articles: 8
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So you have bought the raw space for your exhibition stall at the trade show of your choice. You are keen to make the most of this opportunity to promote your company and brand. So what do you do next? Well you are faced with three choices.

• Shell scheme provided by the organizer
• Modular Design
• Custom Built Design

Most companies are faced with the dilemma of having to choose between these options at every exhibition. Making the right choice can sometimes mean the difference between success and failure. All three options are viable, but like most marketing tools, there is no single solution for everyone. If you are the marketing manager or have been given the responsibility of executing your company’s exhibition projects, then this is your first hurdle.

In my opinion, custom built design or bespoke design as it is sometimes referred to, is the best option out of the three. As you scroll down, I will explain why.

The biggest reason for advocating custom built design is that if executed well, they always grab attention. They are unique and tailored to your specific requirements. ...
... Like a top fashion brand. Ever heard of someone not looking their dapper self in an Armani?
Think of it this way. You have a really big event to attend and you have nothing in your closet that matches the grandeur of the occasion. What will you wear? Will you pick up your favorite denim jeans and a T-shirt or will you make your presence felt with a custom tailored Italian suit. Measured to the last millimeter to fit you like a glove. That is your sartorial dilemma!

I am guessing choosing the latter would be the smart choice. Why should it be any different with your exhibition stall? If you want to make a big impact and put the competition in their place you will need a stand that is a show stopper. One that helps your company put its best foot forward and represents your brand in the best possible manner. A stall designed specifically around your products and services.

Yes, modular designs are more cost effective in the long run, but they require maintenance and you still need a person trained on how to install and dismantle the stall. Also, it cripples your creativity. There is only so much mixing and matching you can do before you run out of ideas. It also means, that you are stuck with a design for at least a year or two. Modular designs are relatively cost intensive upfront and if you don’t intend to use yours for a duration of two-three years, investing in it will not make a strong business case. Most importantly, they are not adaptable to sudden changes in marketing strategies. It’s like being stuck with a really expensive hat that suddenly went out of fashion. Yikes!

So you ask me one reason why your company should choose custom built exhibition design? I will give you four.

1) Freedom and Flexibility
2) Cost Effective
3) Complements your company’s integrated branding strategy
4) Better adaptability to change