Where should you position your trade show booth? - LinkedIn

Before you book a booth space, you need to define your goals and target audience for the trade show. What are you hoping to achieve? Who are you trying to reach? How do you want to present your brand and products? These questions will help you narrow down your options and focus on the areas that match your objectives and ideal customers.

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For me I would always tell companies to stay away from exhibiting at the front of a show as quite honesty visitors can be intimidated when they walk in first and keep walking. I believe centre of the show, open on a corner (or ideally 3 sides open) is facing the front of the show is the best option. #Exhibitions #ExhibitionsWork #EventProfs #Exhibitionstand #Exhibitionstanddesign #Exhibitionstandbuilder

After you have identified the right trade shows to showcase your offerings: - talk to the organiser EARLY to understand the crowd movement - book a corner stand with good crowd traffic - build high and make use of hanging banner to help visitors find your stand amongst your competitors - ensure that you do your due diligence and send invite early - make sure your stand build up is attractive and BRIGHT - stand attendance are suppose to be chatty and able to reach out to visitors, Instead of sitting inside the stand clearing emails. (Roll eyes!) - send thank you emails to your leads and Follow up!

We traditionally set up close to our biggest competitors. The shows we participated in were application specific, where customers often would want to see the machines head-to-head. This affords the opportunity to evaluate machines without the long walk between booths. The easier you make it for customers to engage with you the better!

The most important part of determining success at a trade show is participating in the right shows for your industry. This is the most valuable decision a company can make before deciding on where to position a booth. A company should participate in shows that directly target and influence their customer segment. The booth should be open, yet offer a warmth that is comfortable and stimulating. Corner booths in high traffic areas get the most attention but you can be successful in the middle section too, being most attendees will explore beyond the mainstream area. Content at the booth is also vital to success. It should be interactive, alluring and offer attendees a glimpse into your companies potential and current successes.

I believe in being positioned nearest your competitors and / or a rest area for good footfall - the hardest spots of course to secure if new to a specific exhibition as they have already been nabbed but worth fighting for as part of the negotiations. Without true show goals you are adrift anyway regardless of where you pitch !

Once you have a clear idea of your goals and audience, you need to research the venue and floor plan of the trade show. Look for information such as the size, shape, and layout of the exhibition hall, the location of the entrances, exits, restrooms, food courts, and other amenities, the traffic flow and patterns of the attendees, and the visibility and accessibility of different booth spaces. You can also check the previous trade shows held at the same venue and see which areas were more popular and crowded.

There are a few things more important than booth location: - Create an eye catching display that reflects your brand well - Get some movement in your space, i.e. video or a demonstration, to engage visitors and further your conversation - Your team member(s) should bring great energy (it's a long day/week!) - To pull people from the aisle you need to speak first with an interest creating remark... "Have you ever...?" If yes, then "X" and if no, then "Y". Good communicators are off and running from here! - If you can avoid it, never sit BEHIND a table. It builds and unnecessary wall to overcome. Nobody wants their booth buried in the last aisle but you control your outcome in many ways!

Much is made about stand location, size, traffic flow at and of a show. I believe this is an outdated view on things. First of all find the expertise to create a 'not to be missed' visitor experience. Make it the best you can. Make it engaging & memorable. Spend every penny you need to in order to achieve this. Then book a stand that provides enough space to house the experience you will create. The location doesn't matter and historic trafficflow is irrelevant; because in building an unforgettable visitor experience you have made your stand/booth a Destination. It didn't matter where Las Vegas, or Disney World were built ... it only mettered that people wanted to go there, enough. So it is with exhibition stands.

If you have never exhibited at a particular trade show before i would encourage you to visit that show as a guest first before you book your location. Spend time to observe the high traffic areas and take note of the areas to avoid. Some areas might be busy some of the time and quiet at other times especially near restaurants or presentation areas but ask yourself is any trade taking place? Try and workout the natural traffic flow of the hall. Are people walking round the perimeter and missing the centre aisles or visa versa. Speak to exhibitors and ask them for their opinion on location choice. Once you have found the hot spots speak to the organisers and book the best location before the show finishes in preparation for next years show.

We see that a lot of folks are obsessed with getting close to the entrance, so that the traffic must pass by their space on the way in. This has some merit, but it's not always the best plan, as many larger shows will design a main thoroughfare that is centered in the hall...creating a heavily trafficked area that has nothing to do with the front entrance. Also worth considering...is this a large event with multiple halls, could mean that traffic is coming from alternative areas...a second hall that feeds in through the back of the main hall for instance. As most others are saying here...location is not to be overlooked, but just keep in mind that a great both in a bad spot will always out-perform a bad booth in a great spot!

Place your booth as close to your competition as affordable to your strategy. Metrics that my company gathers mirror a semi-obscure but obvious concept called 'Hotelling's Law' taken from an economics textbook. Imagine a stretch of beach and 2 ice cream carts on each side. Their optimal positioning would give them a 50% market share but if one cart approaches the middle they can take a 75% share of the market. The moral of the story both carts should approach the middle of the beach and compete on equal footing. Don't make the barrier of competition physical or you can lose out on 25% of the attention you deserve! This is why most shows group by the similarity of product btw.

When deciding on a trade show booth, you need to consider the type and size of the booth that best fits your budget. Inline booths are the most affordable and common option, but they may have limited visibility and space. Corner booths have two open sides and more exposure and traffic than an inline booth, but they may cost more and require more staffing and signage. Peninsula booths are open on three sides and backed by a row of inline booths, often 20 x 20 feet or larger. They may have more design flexibility and branding opportunities, but also more restrictions and regulations from the organizer. Island booths are open on all four sides and surrounded by aisles, usually 20 x 20 feet or larger. They may have the most creative and interactive potential, but also the highest cost and complexity.

All of the points made in the lead-comment are correct. But they are predicated on the experiences of exhibitors prior to . Things were already evolving for the event industry, but the past 3 years have accelerated the need for development from 'display & tell' to experience. So I believe that my prior comment is what counts. If you create something truly memorable and engaging, size, location, style won't matter as long as each element is 'enough' not to compromise the experience you design.

As someone that sold exhibition space for many years, I have had a million requests for 'what's your cheapest booth?' I get it, budget and $$ are a factor for anything but it is such a limited way of looking at things. Let's face it, the larger your booth, the better chance of a good location. Firstly, the big one's are on the main aisles and money talks. If I spend $70k, you will put me in a good spot. So, choosing a 3m x 3m booth in the back corner for $5k versus a 6m x 3m booth closer to the middle of is interesting. For you to attract anywhere near the traffic of the 6x3, you will need to spend more money (and time) on the 3x3 option. If you simply spend the extra money upfront, you can be guaranteed a larger piece of the audience pie.

Budget dependent, your booth size and type should depend on your goals and objectives. If you are looking to highlight and sell products it would be good to have a island booth where you can display these on at all angles so line of sight will always have your branding or products in view.

Before deciding on space type, curate the guest experience. The space and exhibit design needs to take into consideration what's being presented, space required, and how best to present the product/service attributes. Is selling 1:1 or 1: group. Is there a need for open/private conference areas? How many staffers are required to properly manage traffic flow? Suggest you work backward: curate the guest experience considering the above. Determine what physical tools/assets are needed to support selling and to properly brand the company. Finally, take into consideration the operational expenses (I&D, Drayage, Shipping etc) as the larger the footprint, the greater the expense.

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After you have selected your booth type, you need to evaluate the costs and benefits of different booth locations within the trade show floor. For instance, being close to the entrance may give you more exposure and traffic, but it may also mean more noise and distraction. On the other hand, being close to the exit may give you a chance to catch the attendees who are leaving or looking for a break. Additionally, being close to the center may give you access to the most traffic and activity, but it may also mean more congestion and clutter. Moreover, being close to the perimeter may give you more space and privacy, but it may also mean less traffic and exposure. Finally, being close to the features, such as the stage or media center, may give you more visibility and relevance, however it may also mean more noise and interference.

Having sold exhibition space for years, smaller businesses regularly ask for 'what's your cheapest option?' This is not the right approach. If you go into a trade show thinking you want to do everything as cheaply as possible, you will fail. A quick example. A 3x3 (9sqm) booth tucked into a back corner at $5k versus a 6x3 (18sqm) booth on a main aisle at $10k. Get the $10k stand and save your money elsewhere. The amount of traffic you will be exposed to is automatically worth the investment. A 6x3 stand will also be taken more seriously by visitors, it gives you a chance to space your products out, you can have visitors walking onto your stand, etc, etc, etc. Again, if you are doing trade shows as a 'cheap' marketing option, forget it.

We've been doing consumer and trade shows since October , which I'll never forget because I was mid-presentation at my booth and was advised my daughter decided to be born, like, now. My criteria for booth choice was as almost everyone has indicated: know the audience, foot traffic, direction of movement, but I've recently made counter-intuitive moves that are paying off with the number of interactions we have. Shows typically want exhibitors to stick together, like food or fashion or travel; I'm choosing incongruous locations now, to battle 'more of the same' with 'what an odd choice'. Anything that breaks the expected. Also, go vertical with a sign (12' plus) and real-time post for attendees to look up.

I think all of the previous comments have tremendous value especially about creating a pole of attraction to your booth. Pre-show marketing creates attention so contacting your customers and previous customer lists can set up a great show. I always tell potential exhibitors to visit a show first to determine if it really is a fit for your company. Usually your first year, you don't have the priority for an endcap in front of the entrance, so you may want to take advantage of cross aisles to find traffic flow. Being the object at the end of an aisle is almost better than being at endcap, so hunt for booths that are at the end of cross aisles. Just being present is half the battle.

Select a space next to or adjacent to a high profile exhibitor. Be willing to pay the higher fee for strategic placement. Also, be willing to attend any VIP meet and greets, and/ or VIP receptions. This allows you to know who other exhibitors are. Meeting the “competition” or other possible partnerships, will inform you on whether you will renew your exhibit space for the following year’s conference

Once you have chosen your booth location, it is important to test and optimize your booth design and layout in order to make sure it is attractive, functional, and consistent with your brand and goals. To do this, you can use a 3D model or a mock-up to visualize your booth from different angles and perspectives, and use colors, graphics, and lighting to create contrast, harmony, and mood. Additionally, signage, banners, and displays should be used to communicate your value proposition, benefits, and call to action. Furthermore, furniture, fixtures, and accessories should be used to create zones, pathways, and focal points. Finally, technology, media, and giveaways can help create engagement, excitement, and retention. By following these tips you can ensure that your booth stands out from the crowd; conveys your message; matches your theme; is clear, concise, and compelling; is comfortable, spacious, and interactive; and is fun, informative, and memorable.

My suggestion for you to consider is this: The only way for your (or any) booth to stand out from the crowd, is for you to provide a true visitor-experience. Product displays, traditional hospitality, etc won't do it. I do agree with the point that your presence at any show should be clear, concise, compelling, comfortable, interactive, fun, and memorable.

If this is your first trade show, then you won’t have much intel to go off of. I suggest you connect with a local trade show display company and interview them to gather intel on similar sized (or product offering) as to what you have. Ask how their exhibit display journey has progressed over the years. It’s at least a data point for you to work from. If you’re a well-established organization, then you should have plenty of data results to sift through to help guide your booth optimization, based on individual conferences, audiences, geographic location, and season. Also evaluate your staffing options wisely. Not everyone makes a great exhibit staff. Train and set expectations.

Finally, you need to solicit and incorporate feedback from your team, customers, and peers in order to measure and evaluate the performance of your booth. You should identify what worked well, what didn't, and what you can improve or change for the next trade show. To do this, surveys, interviews, and polls should be conducted with booth visitors and staff to ask about their experience, satisfaction, and suggestions. Additionally, data, analytics, and reports from booth technology and systems should be collected to track traffic, leads, conversions, and sales. Lastly, compare and contrast your booth with competitors' booths and industry standards to benchmark your strengths, weaknesses, opportunities, and threats.

Like any activity, you should review and reflect upon each specific trade show, booth design, messaging, staffing, and unique customer experience. How did the booth perform compared to your hypothesis? How did staff perform? Was your unique experience well receptive? What did you observe about your neighbors and your competitors participation? And do not forget to follow up and track that follow up and redo your data analysis. Over time you’ll see that at 3 month, 6 months, a year trends will start to appear. You’ll also see individual contacts and/or companies will reappear and you’ll be able to cross reference against other marketing activities to understand average and type of touch points needed to get the wanted conversion.

The changes don't always need to be considered for the next trade show. There needs to be pride swallowed if you can clearly see that the set-up isn't working and, if the stand has the flexibility' to be changed, you should look to change things at this show. Traffic flows can be different to what you felt at the start and signage can be better angled to capture those that may not otherwise notice you. Be flexible.

It really doesn't matter on the size of your booth its about the impression it gives and the emotions it evokes. Work on the principles of the six second rule. In other words you have around six seconds to attract the attention of a visitor. Your messaging should be clear. "Who you are and what you do". You would be surprised how many people forget the basics regardless of their booth size or budget. Make your booth memorable and remember that a picture paints a thousand words. Just like in website design have your impact messaging above the fold or in eye line of the visitor not behind equipment or people manning the stand

Positioning and staff are two paramount factors in maximizing the success of a trade show booth: 1. Positioning Entrance Proximity and Main Aisle Intersection: These areas generally receive the most foot traffic. Great opt to capture attention right away. Anchors and High-Interest Areas: If the trade show has anchor exhibitors or food courts/seminar stages can also increase foot traffic. 2. Booth Team Ensure the team manning the booth can articulate their benefits clearly. Conduct pre-show training sessions. Engagement Skills: The team should be proactive in drawing people in. Booth positioning plays a pivotal role in driving visibility, however it's the engagement of the team that transforms that opportunity into tangible results.

Being easy to find and thinking of the visitor traffic flow are definitely important considerations but effective trade show planning needs a wholistic approach - people, place, product and promotion. In my experience it is important to have integrated digital and physical experiences that drive stand visitation. Never rely just on passing traffic. Find ways to stop the scroll (digital) and stop the stroll (physical). Knowing who your customers are and what they are interested in (focusing on the problem you solve for them) is key to creating those experiences. Provenance based brand stories are particularly effective particularly for food and beverage products.

There are additional considerations these days, including safety, engagement, and a memorable visitor experience. With visitors a lot more used to digital elements, consider: 1) incorporating digital elements like interactive screens or virtual tours 2) providing interactive elements like virtual demos or gamified experiences for a lasting impression. 3) extending your booth presence online through virtual showrooms, webinars, or networking events. Make sure booth staff are well trained on effective virtual engagement, safety protocols, and product knowledge. Staff should be well-prepared to interact with both in-person and virtual visitors.

Pat attention to the other exhibitors who are around you. Some companies exhibit with energy and vigor and will naturally attract traffic to that part of the exhibit hall, while others can create a "dead zone" that repels humanity. It sounds funny, but it's true. We did a show in next to a huge international exhibit that took up half the hall. None of the booth staff in that area spoke English, and they all spent the day sitting and starting at their phones. Their negative energy repelled aisle traffic. Of course, the opposite works as well. If you know there's going to be a big demo, a showcase, or a performance, you can feed off the traffic.

Selecting a trade show booth in which to install your exhibit should consider the following. 1. Any building structures like columns, freight doors, low ceilings, rest rooms, elevators and or escalators, poor hall lighting. Any items that might cause your exhibit not to function should be eliminated. 2. If your space is next to another exhibitor who uses audio visuals or live presentations that might interfere with your ability to carry on a discussion with your prospects. 3. If show management tells you that you must wait to setup because of your space location and/or your exhibit must be dismantled and removed before anyone else causing your labor to work overtime. Most any space on the show floor will deliver the prospects you deserve.

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