Looking for a new portable/modular exhibit and don't know where to start? There are a ton of options out there, from easy-to-assemble systems that can be set up without tools to complicated stands that require a full labor crew. Before you make a decision, it's essential to look at what is important to your organization and the needs of your exhibiting program.

Let's start by defining just what a portable/modular exhibit is. For the purposes of this column, portable exhibits encompass all manner of banner, tube, and pop-up systems that can be easily packed, shipped, and assembled without the intricacies of complex floor plans. A typical portable exhibit works best within the confines of a 10-by-10 or 10-by-20 in-line booth space. Modular exhibits, on the other hand, comprise systems with prefabricated components (e.g., wall panels, towers, lightboxes, headers, etc.) that can be reconfigured to create new designs and flex up or down to fit a range of footprints. Modular systems often accommodate in-line and island booth spaces and feature a number of substrate choices, including hard panels, tension fabrics, and laminates.

As you may have surmised, modular exhibits are generally more elaborate than portable ones and lend a greater sense of presence. However, keep in mind that just because an exhibit is more complicated and costly doesn't make it more capable of helping you achieve your objectives. To that end, here are a few things to think about when considering your portable/modular purchase options.

Durability and Scalability
Much like when shopping at H&M, you tend to get what you pay for when it comes to portable/modular stands. A dirt-cheap exhibit will get you through one show, but what about two? Five? Seventeen? There are many bargain-basement portable systems on the market that break easily and have fragile parts. While a lot of our beloved installation-and-dismantle partners do put lots of care into setting up and taking down exhibits, properties get worn down, convention center floors aren't perfectly level, and elec-trical cables under the carpet can cause things to get wonky.

You'll obviously want something more durable for an exhibit that's going to be moving around a lot. Personally, I'm not a huge fan of some of the expandable/collapsible systems unless I've confirmed they're made from quality parts – and several are. But assembling these systems requires a bit of extra attention, as yanking in different directions can lead to damage. If you go this route, be sure that you provide your setup crew with clear installation instructions and advise everyone to pull gently to make sure that parts are moving correctly.

Also be sure that you order these systems from a reputable company that stands behind its products. It may be tempting to save a few dollars by shopping on CheapExhibits.com, but will a faceless supplier be there to help you out should you need a replacement part or have an urgent question from the show floor?

Finally, consider the range of footprints you'll need a system to fill. Most portable/modular booths use the same set of durable components for smaller spaces as they do for larger ones and can be expanded as your needs change. Many back walls, for example, have optional connector pieces that can join two 8- or 10-foot sections to be utilized with either one large graphic or two smaller seamed graphics. I'm currently working with some clients that want to be able to increase their booths from 20-by-20 islands to 20-by-30 islands and want to reuse some of their graphics but add on some additional reception counters and walls here and there. Since we chose something modular and particularly flexible from the get-go, we aren't stuck with purchasing additional custom pieces, can move things around with ease to give the same look and feel, and can make improvements to the design. But not all modular systems are as accommodating, so consider how scalable you need your system to be.

DIY or Professional Assembly
Once you choose your system, you'll have options as to who is going to assemble the exhibit on site. So in the purchasing phase, consider whether you want your team to be able to put the stand together or if you'd like your exhibit house or I&D partner to do so. There are benefits and drawbacks to both options, but it's important to know that your initial purchase is going to impact the long-term costs associated with the setup and teardown process.

For example, many portable systems can be assembled by your team via simple tube components, roll-up banners, and pillowcase graphics. Some systems take less than an hour to set up. But as the plans get increasingly complicated, do you want your salespeople doing this, or would you prefer to hire a crew to do it for you?

In my opinion, having the sales team assemble your complex booth will exhaust them before they get to show open – i.e., when you need them to be at their prime. On the flip side, many setup labor crews come with a four-hour work minimum. So if your exhibit takes a mere 45 minutes to set up, you'll be left with a heavily inflated (but uncontestable) labor bill. Therefore, I recommend doing a cost/benefit analysis in regard to I&D before making a purchase. A cheaper system might cost less up front, but those savings will disappear pretty quickly if you're left shelling out thousands of dollars for labor at each show.

Finally, consider the rules and regulations at your key expos and the venues where they're often held. Union regulations are one thing that should be top of mind. For example, exhibitors at the Javits Center in New York are technically not permitted to assemble their own lightboxes because these require an electrician to be part of the crew. Now, we all know the adages about how lightboxes look amazing and will set you apart from a sea of dark exhibits, but if most of your show venues have similar union rules, are you comfortable with routinely spending a few hundred additional dollars on electrical labor? If not, then a lightbox-heavy system probably isn't the best use of your budget. Another factor to weigh is exhibitors' ability to set up exhibits with or without tools.

Packability and Shipping
When it comes to portable/modular stands, one of my first considerations is ease of packing after the show closes. Portable systems don't often come standard with shipping cases. Rather, cases are available as an add-on option. A typical roll-up banner might come in a bag, but the bag likely won't be sturdy enough to protect the contents without some sort of box or case over it. I'm a big fan of hard plastic roller cases because they can be shipped on their own, stacked on top of a skid, or even placed inside a larger crate as your program grows. To me, the upgrade to the hard case is always a good decision because even though it will cost you a few hundred dollars extra up front, it's going to protect your assets and ensure they last longer.

Additionally, you'll want to think about who you plan to use to ship your freight. Do you intend to bring the roll-up banner with you? I think this is a terrible plan in most situations (e.g., checked luggage) but it might work if you're driving to a show or event close to your company's facility. Do you have a trade show freight carrier? Well, most carriers are not going to want to pick up small packages or items that haven't been consolidated into cases and crates. The better packed your freight is, the better chance you have of everything arriving intact.

Next, where do you plan to store your exhibit? If you plan to house it at your corporate office or warehouse, will a loading dock available? Shipping crates without castors (wheels) requires a forklift to move them, and without a loading dock, getting heavier crates on the back of a truck can be challenging, adding to your shipping costs. Large crates are typically required only for sizable modular booths, but again you don't want to ignore this cost and not account for it in your budgeting as you think about the future of your program and its potentially growing needs.

Ability to Update Graphics
One of the best advantages that many portable/modular systems offer is the flexibility to swap out graphics as needed. Lots of systems that feature pillowcase fabric graphics or panels allow you to purchase one set of hardware (e.g., extrusions, pop-up framing, etc.) to use with graphics that attach via multiple means, such as magnets, hook-and-loop fastener, and silicone-edge graphics (SEGs).
Is the product or service focus the same at each of your shows? Do you plan to exhibit at multiple shows with distinct target attendees? Does your company have multiple divisions? Each of these factors represents an opportunity to provide a custom visual graphic for your audience. For example, let's say you offer medical supplies. Do you exhibit at one show where your customer is a doctor, and another show where you're promoting to medical staff? Remember that the graphics you're showing are the No. 1 way to grab attention when showgoers pass by. When thinking about the system you want to purchase, determine how easy it is to get a second set of graphics that you can either leave at the warehouse or keep packed inside your crate so you're ready for both audiences. There are even portable systems that allow you to print a different graphic on each sides of a pillowcase back wall – a perfect 2-for-1 solution if you frequently exhibit in pipe-and-drape booths.

But here's a caveat: Just because a portable/modular system looks simple or is less expensive than comparable options does not necessarily mean that it will be easy to swap graphics. For instance, while there are a ton of pull-up banners out there, many of the less costly versions need to be sent to the manufacturer each time you want the graphic changed. On the other hand, spending a few more dollars can get you a banner with a removable graphic "cartridge" that allows you to quickly change your messaging yourself.

As a general rule of thumb, it's worth paying a little bit extra for a flat-laying graphic inside your banner stand. If you buy an inexpensive pull-up model, there's a chance that the graphic will snap off its track, slide into the base, and become nearly impossible to pull back out. If it's a one-and-done situation for the banner, there's obviously no reason to take this pricier route. But trust me, you don't want to be on site trying to take that unit apart when you have a show opening in an hour.

Choice of Substrate
Do you prefer that your booth be constructed out of fabric, PVC (Sintra) board, hard panels, or something else? Each choice will impact both the cost of your exhibit and how it packs. Typically, hard-panel components weigh more and take up more space, thus requiring larger shipping containers. Fabric graphics can be folded up and put in boxes, but they may require more on-site maintenance to get rid of wrinkles.

Outside-the-box substrates include Plexiglas, acrylic, and 3-D materials such as faux turf or greenery. These variations can work in small spaces and really draw the attention of passersby – at a premium price tag, of course.

Option to Add Custom Elements
You don't want your exhibit to look cookie cutter or to blend in with everyone else's. Once you've selected the "guts" of your booth, you'll want to take into consideration a little extra bling here and there to set yourself apart from the competition. Do you want to add a monitor or an iPad stand? The majority of portable/modular systems now offer tech-accommodating enhancements such as back-wall monitor brackets and iPad mounts on top of podiums and reception counters.

You'll also want to consider lighting options. There are modular systems that offer spotlights above display cubes, arm lights that attach to the top of the back wall, and LEDs that can be placed behind your graphic to backlight the whole wall. I have said this before, and I hold to it: In a sea of in-line booths that are dark and look similar, lighting will instantly help you step up your game.

Finally, don't be afraid to color outside the lines a bit when it comes to making a portable/modular exhibit your own. Just because an accessory doesn't affix to the wall or appear in the provider's catalog doesn't mean you can't use it to set your stand apart from others. So look for opportunities to integrate shelves, racks, accent furnishings, and props into your exhibit. There are lots of inexpensive tchotchkes that you can find at stores like Michael's, Target, or even Dollar Tree that you can place on shelves, coffee tables, or bar-height tables. Just don't go overboard!

Parting thoughts: Remember that in face-to-face marketing it's not about how much money you spend to see what sticks, but more about clearly communicating your company's value proposition. While several pull-up banners and a tabletop display might look a bit less exciting than a backlit 10-by-10 wall, if attendees stop to hear what you have to say, that's really all that matters.E