How To Select The Best Trade Show Booth Location
How To Select The Best Trade Show Booth Location
Are you preparing to exhibit at your first trade show? From massive conventions to small events, the key to success at any trade show is often location, location, location.
Just like a well-situated retail store can attract twice, triple or quadruple the foot traffic of a store in a less eye-catching position, the best trade show spots can often play a major role in helping your booth attract the foot traffic it needs for a good return on investment.
This guide will share ten tips, tactics, and techniques to help you choose the right location for your trade show booth, whether you’re preparing for your first convention or aiming to maximize your impact at your second, third or fourth show.
Aiming for maximum traffic? Stay near the entrance
Most of the time, the best locations (at least from a foot traffic perspective) are near the show floor entrance.
There are several reasons for this. The first is that attendees feel “fresh” when they first step into a convention hall, meaning they’ll see your signage before anyone else. If you aim to hook in attendees with an eye-catching trade show display, the event entrance is often the best place.
Another benefit of being close to the entrance is the sheer amount of traffic. Since everyone will enter and exit the event through the same area, you can attract many visitors with a stylish booth located near the main entrance.
However, there are downsides to choosing a spot near the show floor entrance. First, it’s often expensive, making it a no-no for small businesses. Second, although prospects are “fresh” and highly responsive, many aren’t ready to commit to a deal the moment they enter an event.
Consider “secondary” locations that receive lots of foot traffic
Don’t have the budget for a spot near the show floor entrance? One way to maximize foot traffic while on a budget is to look for “secondary” locations that attract a lot of foot traffic but cost less than the prime spots near the main entrance and exit.
Good locations include high-traffic intersections, where major walkways connect. These spots can stand out and help you maximize your visual real estate since attendees will see your displays from multiple angles.
Other good options include the areas around food and drink services, where attendees will stop during the event, and locations around the restrooms. These locations are usually available for less than the “prime” spots at the event entrance but still attract plenty of foot traffic.
Ask for a location close to a major brand or show sponsor
Here’s a simple way to get more bang for your buck — ask for a location near one of the event’s sponsors, or a well-known brand in your industry.
Exhibits from major brands tend to attract a large amount of foot traffic. Since these brands have substantial marketing budgets, they can act as “magnets” for visitors, bringing in attendees from across the event floor and shaping traffic flow of traffic through the convention hall.
Pick a spot nearby and you can “piggyback” on a big brand’s marketing efforts and benefit from free exposure and a small but steady trickle of foot traffic from the larger exhibits around yours.
Choose and reserve your space as early as possible
If you’re exhibiting at a popular trade show, it’s important to get in early and reserve your space before your competitors.
Registering early for your next trade show has several benefits. First, you might be able to save money by registering as an early bird. Second, you’ll have the best spaces of spaces to choose from, giving you more choice over your exhibit’s final location.
Finally, you’ll avoid every company’s trade show nightmare — being forced into an undesirable space after all the top locations are booked out. Book early and get the best pricing, plus the knowledge that you aren’t going to be beaten to the top spots by your competitors.
Intersections with multiple traffic flows
Another excellent booth location is intersections. These areas with multiple traffic flow give you numerous opportunities to grab attendees’ attention and start a conversation. To maximize your result, open-style booths will perform great here as they allow attendees to engage with your booth from different angles instead of having only one entrance which may lead to a bottleneck.
Be where the perks are
Being close to cafeterias and restrooms is ideal for your booth because attendees will always be around those areas. These areas offer lots of traffic and opportunities with highly engaged attendees. Hungry attendees are the least engaged, while those who have just “refilled” are more involved.
Get A Historical Perspective
You can ask show management for photocopies of exhibit floor layouts from previous years. They will be alike from year to year. Compare the space allocations to the buzz created by those exhibitors. You will most probably see patterns between booth allocation and attention gathered.
Seminars and lectures
Many tradeshows have seminars or conduct readings on a particular theme within the field of the corresponding show. Usually, these gatherings are in a conference room directly connected to the tradeshow floor. Many attendees plan to visit these shows as they wish to participate in such a seminar. The space around this conference room might be ideal for your exhibition stand as it generates traffic. You can be sure that your exhibition stand will draw potential attendees to your booth space.
Pick More Than One Location
While everyone’s strategy may be different, someone else will likely want the spot that you have selected. If you can get it, it’s your lucky day! With that in mind, it is wise to pick 3-5 locations and send in the list or have the list handy when you speak to the event’s salesperson.
Before you choose a location, consider your budget
Finally, you must keep your total event budget in mind when choosing and paying for a location for your trade show booth.
Location matters, but it should never come at the cost of other aspects of your rental booth. If you’re considering reducing your display or staffing budget to pay for a premium location, it might be worth reconsidering your priorities before you secure your event space.
Remember, trade shows are all about results. Suppose a premium location is beyond your budget. In that case, it’s usually better to choose a second-tier location than to dig into other parts of your event budget to secure a top spot.
At the end of the day, any booth can succeed at a trade show. There is a high chance of success if you have a great staff, marketing, product, and booth. For help finding the right tradeshow booth in Las Vegas, please contact fill the form below.
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