Trade shows present an opportunity to raise brand awareness, generate qualified leads, and potentially make sales. With careful planning and strategy, attending a trade show can provide significant returns on your marketing investment.
However, selecting the right space for your trade show booth display is crucial for maximizing your exposure and interactions at the event. Here are some top tips to keep in mind when choosing your next trade show booth space:
Know Your Goals and Target Audience:
Define specifically what you hope to achieve by exhibiting. It can be generating leads, educating customers, launching a new product, making sales, or anything else.
Understanding your objectives will help determine the ideal booth location and layout to attract your target attendees. Ensure the space you select aligns with your marketing goals and who you are trying to reach.
For example, if your target audience consists mainly of C-level executives, an aisle booth may be preferable over one in a remote corner.
Consider Traffic Flow Patterns:
Booth placement is one of the most important factors in getting attendees to stop by. Trade shows have natural walking paths that traffic flows along based on layout. Booth spaces located near main entrances/exits or intersections tend to see the most foot traffic.
Analyze the event floor plan in advance to identify high-traffic areas. Avoid obscurely placed booths that attendees are unlikely to discover. Pay attention to where sponsor and speaker booths are situated as these attract crowds. Space near food/beverage stations also experiences steady traffic.
Location:
While traffic patterns are important, the specific section or zone you select is also crucial. Are you looking to be near competitors to draw comparisons? Or would you rather be in a different product category zone for uniqueness?
Proximity to certain vendor types, non-conflicting brands, or event features can boost interaction quality over quantity. The trade show floorplan zones are carefully planned – choose an area aligned with your target attendees.
Size Matters:
Evaluate what would better suit your needs a standard custom stand booth space or a larger exhibit area. Larger booths allow for more elaborate/interactive displays and accommodate multiple representatives. However, they also come at a higher cost.
Standard booths work well for casual interactions but may feel cramped for product demos. Consider any displays, furnishings, or storage needs when determining booth dimensions. Leave ample space for attendees to comfortably engage without feeling crowded.
Factor in Costs:
Price plays a major role in booth selection. Along with rental costs, factor in any utility or structure fees. Corner booths tend to be more expensive but offer prestige and high visibility. Linear spaces along aisles provide great exposure at a lower price point.
Explore discounts for early bird bookings or packages including furniture/services. Consider booth upgrades like power and Wi-Fi that attendees now expect. Build a budget and assess options within your means.
Inquire About Available Inventory:
Inventory sells out, so the earlier you reserve, the better choice of locations you have. Contact the event organizers to get a full listing of all space types still unsold with layouts/dimensions.
Knowing all existing options prevents settling for subpar locations due to lack of availability. In some cases, show organizers will work with exhibitors on swapping or reassigning spaces if a more optimal location opens up later.
Go for a Test Walk:
If possible, attend the previous year’s event during set up/exhibitor registration. Wandering the show floor allows you to observe traffic flow, booth configurations, and event features firsthand. Talk to exhibitors in different locations to get feedback on visibility and engagement experiences.
Seeing the show environment live is informative for visualizing placement alternatives before committing to a space. Additionally, any pre-show materials like floorplans may not fully capture the natural paths followed.
Ask for Recommendations:
Speak to the event organizers about their expertise in matching previous exhibitors to ideal locations. Concisely describe your goals and they can suggest prime areas aligned with your target demo. Customer reviews on traffic, and interaction quality in designated zones may also influence suggestions.
Connect with fellow exhibitors, especially those with strong branding recognition, about their experience and advice on selecting space. Industry peers have valuable insight into visibility and attendee flows at various exhibitions.
Stand Out with Creative Layouts:
Standard booth layouts work but do little to differentiate your space. Consider unique focal points, interactive displays, or layout designs to attract attention as attendees walk by.
Proper lighting, bold graphics, and movable furnishings can optimize your small footprint for prospect engagement. Think outside the box for layouts demonstrating product USPs. Custom builds that are interactive and memorable will make your booth a must-visit attraction on the floor.
Factor in Shipping/Logistics:
Logistics planning is critical to a smooth show experience. Evaluate how easily accessible a booth space is for large equipment/furniture deliveries. Opt for placements away from heavily congested areas during move-in/out times.
Ensure space is available for storing packaging materials between show days. Confirm any deadline timeframes with event management. Proper budgeting for shipping and logistics prevents last-minute hassles that diminish the exhibitor experience.
In Summary –
Take the time upfront to carefully define objectives, analyze the floor plan, and factor in costs and logistics when choosing your ideal booth space. Hire an expert custom exhibition stand builder, review analytics from past shows, and connect with others exhibiting.
With homework on traffic patterns and strategic placement, you set the stage for maximizing ROI from FaceTime with qualified prospects at any upcoming trade events. Selecting the right booth is half the battle won towards making the most of exhibiting opportunities.
