As you may be aware, a successful trade show marketing program is dependent on a number of elements. A booth that attracts attention brings your brand to life, and performs properly is essential. It’s also crucial to have a trade show crew who is familiar with your company, has a nice and welcoming approach, and shows up to work hard and deliver results inside that booth.
If you want to improve your trade show marketing and develop your business, one component of your exhibiting plans that you should consider is finding the correct place on the trade show floor.
Here are some pointers to help you choose the ideal booth space for your company and a show floor location that benefits you:
Concentrate your efforts in a high-traffic area
Near the entrance and along the major aisle ways are 2 of the most sought-after locations on a trade show floor. This is where you’ll see the most foot traffic and have the best chance of catching the attention of attendees as they enter the event. If you can get close to the event’s entry and it’s within your budget, this is a terrific alternative that will most likely bring results.
Booths at the entrance are convenient, but they have certain drawbacks. While some guests will arrive fresh and ready to jump at the first thing that catches their attention, others will wait until they’ve had a chance to look around and consider their alternatives before committing to a booth. This is why securing secondary locations is also a good idea.
Attract your attention to the big businesses that will be participating in the show
While heavy foot traffic areas are fantastic for naturally drawing people to your booth, there are other methods that don’t rely on traditional crowd draws like bathrooms and food stations. However, knowing about these other possibilities is beneficial, especially if you’re a little late to the party and space is limited.
Another recommendation (if one is available) is to look over the entire floor plan, paying particular attention to where the key brands in your industry and event sponsors will be positioned. Once you know where they’ll be on the floor, try to get your booth as close to them as feasible.
Include your booth space in your budget from the beginning
When you’re first starting to organize your trade show, there are a lot of priorities that come to mind, including exhibit-related expenditures, promotional costs, and personnel costs, to name a few. However, it’s also critical to factor the cost of booth space into your budget early on.
As you begin to plan for your forthcoming trade show and get closer to the registration deadline, you may discover that your options are more limited than you thought. To avoid this, set a price for a booth space that you are comfortable spending early on so that you can work it into your budget and stay to it.
Do your research
Slow down and take a deeper look at the open spaces available on a trade show floor plan. It’s tempting to think you know exactly which space you want after one glance. Consider all of your alternatives carefully. Is there a booth space at a great position, but it has a beam or pillar in it or very next to it? Everyone else might be erasing that space as a result of it. However, there are a variety of innovative methods to hide it and use it as more branding space – or even include it into your show design.
If you’re unhappy with the area you’ve been assigned by event management or with the options you’ve been given when it’s time to choose, let the show organizer know you’re open to moving if someone cancels or backs out.
