subject: Top Four Locations For Trade Show Displays: Choosing Booth Space Wisely [print this page] Top Four Locations For Trade Show Displays: Choosing Booth Space Wisely
Real estate experts are fond of expressing the importance of location when you're buying or selling a house, and they are right. What you may not realize is just how important location is when you're setting up trade show displays at conventions or exhibitions. Regardless of what event coordinators may tell you, not all spaces are good ones, and putting your displays in a poor location can seriously compromise the amount of traffic you get. Low traffic can translate into fewer leads and a disappointing event in general. Fortunately, you can narrow your selection down by keeping these tips in mind.
1. Near The Entrance, But Not At The Entrance
You'll get plenty of traffic if your trade show displays are set up near the entrance to the exhibition floor, but if you're the very first booth, you could be sabotaging yourself. Being too close to the entrance could lead to lots of traffic congestion, and some people will move past you without stopping. A booth three or four spots from the entrance, however, enjoys distinct advantages: visitors will be fresh and willing to linger, your banner ads can be seen from the moment someone enters the convention area, and your company name will be easy to recall because your booth will be one of the first ones seen.
Keep traffic patterns in mind as well. In the United States, most people instantly move to the right when strolling the aisles of trade show displays, so you'll get more traffic if you're toward the front and on the right. Interestingly, if you attend European exhibitions, you'll notice that most visitors gravitate toward the left and work their way through trade show displays in the opposite direction. This is something to keep in mind if you'll be exhibiting overseas.
2. Locations Near Sponsor Trade Show Displays Are Desirable
Sponsors inevitably have the largest booth spaces and most impressive displays. They also frequently offer snacks, beverages, or attractive giveaways. You can take advantage of this popularity by utilizing a space that's next door to a sponsor (as long as the sponsor isn't a direct competitor). As throngs of people leave the sponsor's booth, they will naturally notice your trade show displays and stop by for a few minutes.
3. Close To Food And Drink Exits
Entrances or exits that lead directly to a caf, restaurant, or food court are always a good choice. People tend to take their time after eating a meal, and they'll all walk right past your trade show displays if you select a spot a few feet from the doors leading to and from food.
4. Restrooms Always Get Heavy Traffic
Very few people spend time on an exhibit floor without having to use the restroom at least once. Some people will have to use the facilities more than once, giving you the opportunity to be seen every time a visitor enters and exits the restrooms. The more often you're seen, the more likely it is your trade show displays will make an impression.
Avoiding Booth Locations That Are Duds
There are also a few locations that can be extremely disadvantageous for your trade show displays. You should avoid any locations that are fully or partially obstructed by poles or other permanent infrastructure. Obstructions can block people's view of your stands and give attendees the impression that you didn't plan carefully.
If it's possible, get a floor plan that indicates where other companies will be located. You don't want to put your exhibit right next to a competitor's booth, particularly if their booth is larger than yours. Look for companies that are in a good location and who offer services or products that complement yours.
The far left spot in the back of the convention hall can ruin the prospects for even the most attractive trade show displays. Don't let them stick you near the final exit; visitors will be too tired to give you their full attention and are probably looking forward to making their way home to put their feet up.
