Trade Show Booths: Choosing The Best Booth Location

With the investment that trade show displays can cost a business

, more and more exhibitors for looking to ensure that their money is spent appropriately. Every detail from the display setup to the promotions is evaluated by the exhibitor at trade show booths. A detail that is sometimes neglected, however, is the location of the booth. There are several important factors to consider when choosing the best spot to display.

High-Volume Versus High-Value Traffic At Trade Show Booths

The placement of the booth is relationship to the entry points at the facility is highly important. Many make the mistake of believing that the highest traffic points are the absolute best. While traffic is important, high-volume traffic can actually detract from the value of the booth. These locations typically get minimal interaction with attendees. Those that do stop are often distracted by the large amount noise and traffic making each interaction less valuable. The key is finding a spot that balances high-volume with high-value traffic.

Stay Away From Competitors, Cling To Compliments

Another important thing to do is know where competitors are going to be at the exhibition. If a company is signing on to the event early, this can be a more difficult task. The less direct comparison that attendees can make the better off an exhibitor will be. In very rare situations a company will decide to put their trade show booths right next to a competitor.

The best move to make is to find a compliment to your product or service if one exists. Compliments are perfect segues for exhibits. Choosing a location next to a compliment provides a company with not only direct interactions, but also indirect interactions. It is important to get to know the other exhibitor and demonstrate to attendees how the two products work together to provide the best solution for complimentary interactions. This type of connection provides added credibility to the exhibitor.

Being Aware Of Location Issues For Trade Show Displays

A factor that is often missed when looking at the floor plan for the event is factors that detract from the value of the booth. For example if an exhibit is highly video intensive and is placed right across from large windows, the exhibit will be less visible for attendees and attract less attention. Another example would be if the display will be located right next to a serving area for food. Much of the traffic that pass by would be less interested in the booth and more interested in the food. Additionally the noise from those waiting in line could detract as well.

Let Exhibition Professionals Help

Often companies are unfamiliar with the details of the booth location. Hiring a professional company that has experience with trade show booths can help you find the best location. They can also assist companies with every detail from the carpet to successful strategies. Exhibiting can be one of the most beneficial marketing venues for your business if done properly. An experienced professional can help make your next event a success.

by: Chris Harmen

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