Sometimes the decision to rent or purchase is a function of the location of your product on its Product Life Cycle (or PLC) curve.
Here’s what this means: “The conditions under which a product is sold will change over time. The Product Life Cycle refers to the succession of stages through which a product passes. Product Life Cycle Management is the succession of strategies used by management as a product goes through its life cycle.”[1]
How does this relate to your rental vs. purchase choice? Your exhibit should function in different ways at different times. If you opt to purchase an exhibit for the launch of one suite of products, would it be appropriate as the product grows and evolves? And what happens when you launch another project? The things done at trade shows are important to the PLC because a marketer’s actions influence the shape of the curve.
This occurs because the curve exists as an example – and example that does not attempt to predict the future. The PLC describes a general shape of a path but does not describe when and if a product will move from one life phase to another. That’s where the actions of an effective trade show strategy (including the exhibiting tool) come into play… so yes, the decision to rent or buy can have a long-reaching influence indeed!
[1] Wikipedia. Product Life Cycle Management. Retrieved from http://en.wikipedia.org/wiki/Product_life_cycle_management#CITEREFDhallaYuspeh1976
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