Everyone is talking about the power of leasing » Exhibit City

by steelhead

In event marketing, speed and adaptability can deliver tangible results.

Today’s most forward-thinking brands are not only embracing change, they are leading it. Modern, savvy event marketers have long chosen custom exhibit rentals for their trade show programs.

The days of having bulky, inflexible trade show booths are over. The question is not if you should rent your next exhibit, but why wouldn’t you?

Flexibility to drive results

Let’s face it – everything around us is changing faster than ever. Whether it’s the latest artificial intelligence technology, changing consumer behavior, or new event trends, staying ahead of the curve is non-negotiable for event marketers.

Why get into the hassle of owning a booth when you need to be nimble and ready to pivot?

Picture this: Instead of worrying about storing, transporting and maintaining your booth, you can focus on what really matters – engaging your audience and delivering a great brand experience.

Renting your exhibits allows your brand to adapt and adapt at the speed of the modern world, keeping you ahead of the competition.

Forget about buying a stall and using years of old-fashioned thinking. Today’s business environment is more demanding. Your goals will constantly change, your budget will change, and attendee expectations will change with each event. Having a booth will lock you into a static, outdated state that no longer serves your brand needs.

unparalleled creativity

Look around any trade show venue. Note that brands that stand out don’t just show off, they show off.

Why settle for the same booth year after year when every trade show presents unique moments?

Renting your exhibit opens the door to unlimited creativity. Unrestricted by ownership, you can work with design experts to create environments that resonate with the specific moment, audience, and goals of each event.

Whether you’re launching a new product, rebranding, or just want to create a buzz, custom rental exhibitions give you the freedom to express your brand in a fresh, exciting way. This approach can help you stand out in a crowded market.

The most successful marketing campaigns take advantage of the here and now; your trade show booth should be no different.

Proven sustainability

Renting exhibits can reduce your environmental footprint, but not all rentals are created equal. The truth is, it’s not just the lease that determines its sustainability, it’s how the leasing process is managed.

So, how do you ensure your suppliers truly understand sustainability? Do they mean what they say, or is it just lip service?

Look for tangible evidence, such as certification. For example, B Corp certification means your suppliers are committed to using sustainable materials and actively reducing their impact on the environment.

This commitment to sustainability benefits the planet and enhances your brand’s reputation. Today’s consumers are more environmentally conscious than ever, and aligning your event marketing strategy with truly sustainable practices helps build trust and loyalty.

Work with a certified trade show supplier to make a real difference and lead your brand towards a more sustainable future.

Access model:
your secret weapon

At the heart of the rental revolution is the access model, a concept that is completely reshaping the industry. Just as services like Spotify, Uber and Airbnb have transformed the way we access music, transportation and accommodation, access models have revolutionized event marketing.

Rental is not just about following the sharing economy trend; it’s about the freedom and creativity that comes with it.

You’re not tied down by ownership – you’re free to innovate, experiment, and make every event better than the last. This model allows you to visit epic exhibitions without baggage, keeping your brand agile, creative and sustainable.

Renting exhibits is a smart strategic solution for brands looking to make a lasting impact. They offer the flexibility to adapt, the creativity to stand out, and the sustainability to work responsibly.

Ready to take action? Contact Steelhead Productions to learn how custom exhibit rentals can transform your brand: exhibithappy.com.

This article was originally published in Exhibit City News Q4 2024, page 17. 54. For the original layout, visit