When you plan a trade exhibition or similar show, do you plan for

what might go wrong? That is to say, do you take out some show

insurance policy that will protect you in the event of damage to your

property. If you do not, you just might be heading for a serious

financial disaster. All you need to do to see the truth of this is to

sit back and count the cost of all the equipment your company puts into

a trade show.

For example, a modular banner stand it itself can cost anything from a

few hundred to a few thousand dollars. These stands are not only easy

to set up and take down – this can usually be done by a single person,

but they also have their own built in low voltage spotlights. And of

course this is worth the cost, provided that cost is covered by show

insurance – a banner like this will attract people to your stand,

increasing your visibility and this in turn will increase the number of

potential customers. This is because people visiting your stand is what

ultimately will contribute to your sales figures.

However, with equipment like this an insurance policy is a must – how

else are you going to ensure that your banner stand is available to you

for use in event after event, year after year. Remember, if you buy a

banner stand and only use it for a single event, the cost of that stand

is unacceptably high – but if you use it in several events that price

is divided between the different events, and becomes much lower. This

is why you need the protection of some show insurance. So you have a

vested interest in ensuring that you do not lose your stand in some

unforeseen disaster.

But is a banner worth an insurance policy? Of course not. But your

banner is hardly the only item of equipment you have on the grounds of

the exhibition, is it. What about the main exhibition stand itself –

perhaps a custom model that cost you a small fortune to prototype. This

is something you definitely cannot afford to lose, period. Then there

is of course the promotional material that your people will be handing

out – while this is relatively inexpensive compared to your stand it is

only relatively so. In reality, that material represents a few hundred

dollars worth of goods, all of which will be safer covered by some show

insurance.

Then what about the electronic equipment you will find necessary to

have on hand – perhaps a computer or two, a projector, a state of the

art surround sound system, or hi powered speakers. The combined cost of

these investments does not bear calculating. It is an amount that is

acceptable only if you have the use of this equipment year after year –

if it were all to be lost, say, in an accidental fire, the loss would

be stupendous.

It is precisely to guard against such a loss that you should go in for

some show insurance. Because you need to use your mind to devise the

strategic basis of your domination of a trade show, not in worrying

about what may or may not happen in the course of attending it.

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