Booth selection shouldn’t be taken lightly. It’s truly a critical process and creative art to help provide the best experience for your exhibit visitors and support your company goals.
As an account planner, I facilitate the process of partnering with the show association, analyzing current options, recommending new exhibit locations, and selecting the best new or created exhibit space to support my client’s objectives.
When evaluating the location of an exhibit, many elements should be reviewed. We’ve created a top 10 list of considerations to help exhibitors evaluate the best location for their business on the show floor.
1. Know the show
It’s most helpful to understand the flow of the show to select the best location. Exhibitors should thoroughly understand the flow of the floor, busy areas, and areas to avoid before making their location choice.
2. Custom spaces
Inquire about custom spaces with the association if you do not see the most ideal set-up for your company. With the right conversation, you might be able to have them create a new space to help achieve your goals in a more efficient way with a stronger location.
3. Maximize middle isles
There’s a science behind the technique to make your exhibit stand out. It might take more strategic work to amplify in the middle, but it can pay off.
4. Front hall
Yes, the front hall seems to be a place where people can see you first; however, the front of the hall can be overlooked by show attendees who want to get into the exhibit hall. At the same time, you can set the stage for the best display if you choose the front hall.
5. Back wall
If you’re choosing the back wall, it’s helpful to think about how you can open the space and maximize traffic. For some clients, we recommend removing the pipe and drape and choosing the corner location to catch people from both angles.
Is your company planning to sponsor a function of the show or activity like a happy hour, break room, exhibit-wide contest, etc.? If so, selecting a space close to your area of sponsorship can be helpful to increase awareness and traffic.
7. Traffic flow
With large shows, it’s important to ask the association how traffic will flow at the event. Sometimes what may seem like the entrance, labeled "front hall," might be the back hall regarding flow.
8. Exhibit company
Like mentioned earlier, utilize your exhibit company. They are truly the experts in the field and should understand your shows better than anyone, except the association. Ask them to develop a strategy, dig into the association’s floor plan and recommend the best way forward.
As exhibit spaces are selected, be sure to watch where your competitors land. A strategy for companies launching a new product might be to place their exhibit close to a competitor to capitalize on their traffic overflow which can maximize the brand awareness of your new product launch.
It’s important to evaluate who is going to be in the surrounding booths. You want to pick a location where your neighbors are complementary to yours. An example might be, if you’re a healthcare company, you probably don’t want to sponsor the happy hour that could be placed right next to your booth. Consider the moral of your neighbors; you want their moral to be like yours.
If you are still unsure of which exhibit location is best for you, we’d love to help. It’s a strategy that we are experts on delivering to help drive the strongest show results. Reach out to us; we’d love to help.