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Branded tents are super simple to buy. However, when you get to your first windy event, or the prints start to fade after 4 months, or you notice the frame has started to warp, it will cost you a pretty penny. A branded tent is an investment for your business and will help you avoid buying a tent every year. This is because it will depend on 4 factors. The materials used, size, print process, and overall value for money. Here is how to ensure you get all 4 right!
What to Consider When Buying a Branded Tent for Trade Shows
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- Materials – The Frame
The frame should be considered first, as this will generally be the first thing to go wrong. Steel is strong and generally more affordable; however, it can be quite heavy, meaning your team will have to work differently. It can also rust if not stored properly. Aluminum is the best option for most professionals as it is strong and can reduce the weight of the tent dramatically. It is also resistant to corrosion and well worth the extra cost if you will be setting up more than a few times per year.
The gauge of the frame will be important. Thicker frames with joint reinforcement will last much longer. Thin frames will be very cheap and will look identical in photos. They will easily warp when exposed to wind. Ask your supplier what frame gauge they are using and how the joints are built. If they cannot give you a clear answer, then this is your answer!
The canopy should have a high denier. You will also want a good quality canopy with a real waterproof coating. As mentioned in previous articles, hold your fabric up to the light. If the weave is glowing, it will fade and leak very quickly.
- Size
Tents come in set sizes for a reason! A 10×10 will fit most booth sizes. If you need extra space, then a 10×15 or 10×20 would be suitable. If you need a larger area, then a 20×20 will allow you to have demo areas and seating.
A realistic approach would be to draw up a floor plan. Start by listing everything you need in your tent (tables, displays, space to move around, customer queuing space, storage). Add a little extra space, as all experienced exhibitors will feel a little cramped during the second hour of a busy event. Think about the height. The maximum heights can vary, and the difference between having just enough headspace and having it with some extra will be noticeable from across the show floor.
Don’t fall into the trap of buying a small tent to save money. This will cause you to have to buy another tent within 2 years, wiping out any savings you made. It will also cause an issue with branding, as you will now have 2 tents that do not match. Choosing durable custom tents in the right size can help you avoid unnecessary replacements.
- Printing
Graphics are half the reason you want a branded tent! Dye sublimation is the standard and should be insisted upon. This is because the ink is infused into the fibers of the fabric. This means they will remain vibrant even after exposure to sun, rain, folding, and multiple installations. Surface printing will be cheaper but will start to fade after a few seasons. This will cause your canopy to become a slow, sorry apology for your brand.
Full bleed canopies are more expensive but will make your tent stand out from far away. If you are at a busy event, partial logos can get lost in the crowd. Full bleed will make your tent look like a landmark. Whether this is worth the extra cost will depend on how vital your events are for your marketing. However, it really will transform your tent into a billboard. The difference in price won’t be as much as you may think!
- Value For Money
Only when you work out the numbers will you know whether to go for a cheaper option. Over 6 years, you will end up paying more for a cheaper tent that needs replacing every 2 seasons. This doesn’t include the branding issues caused by the prints fading over the years. Or the time wasted setting it up due to the frame fighting you.
Consider the extras. Adding side walls will increase the usable area of your tent. This can help during windy, cold, and sunny days. Weight bags, trolleys, and gutter kits will all pay for themselves over the course of a season. If your presence is larger than just your booth, you may wish to invest in a custom market umbrella. This will complement your branded tent and help you brand your patio, sidewalk promotions, and tight areas. Usually, they will be cheaper!
If your tent is dried before storing, in the correct bags, and checked each season, it will last dramatically longer. This will only take a short amount of time to maintain but will turn your tent into a 5-year investment instead of a 2-year expense.
End Point
To get it right when purchasing a branded tent, don’t fall into the trap of being tempted by the price. Ensure the frame is made from the right materials and gauge. Ensure it is the correct size to fit your floor plan (with a little extra space). Insist on dye sublimation printing so that your brand will still look great in year 3. Finally, ensure that you are paying for it over many years. This will turn your branded tent into an investment. One of the few marketing assets that will turn up and work in any weather. It can be set up in minutes and will pay for itself event after event.
