How to pick the best trade show booth location: Part 2
Tuesday, July 10, 2018
Note: This is the second of a two-part series. For part one, please click here.
Trade shows can be an expensive endeavor for any marketing budget. Whether you are exhibiting at a small industry event or a massive convention, you may have a bit of sticker shock once you add up the cost of the exhibit space, booth structure and signage, marketing materials, and everything else associated with your participation.
The space you select on the show floor can be as much as 30 percent of your overall budget for the show. That’s a huge portion of your budget spent on space rental.
We’ve put together a list of tips that will help you de-mystify the exhibit floor plan and locate the best location for your exhibit space.
Take a look at the floor plan. You will notice right away that some aisles are wider than others. These are the main aisles of the show and places where you’ll see a lot of traffic.
Check out intersections along the main aisle. These are great spots to capture attendees as they navigate their way through the exhibit hall.
If you are in a 10-by-10 booth and can find a corner booth location, you will feel like you won the lottery.
Corner booths will give you the opportunity to leave one side of your booth completely open. This is a huge advantage as it leave plenty of room for attendees to engage with you and your staff, with a better chance of talking with attendees as they walk by.
Left vs. Right
There have been countless studies done on the way people move through an exhibit hall. Experts say we tend to turn right. Whether this is because the majority of people are right-handed or a right turn just feels more natural is unknown.
A good rule of thumb to follow is to try to stick to the center of the floor or just slightly to the right. But look at the whole floor, and decide based on all of the show floor activities.
If you have exhibited at the show before, then you will have first-hand knowledge about the traffic flow and activities planned for the exhibit hall.
Use that to your advantage to find a better location the next time around. Be sure to take notes while you are at the show. This will help avoid forgetting important details once the show is over.
As we mentioned last time, talk to the show organizer about your booth selection. They’ll have historical information about the show that will help you make the right choice.
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