Posts Tagged ‘prime real estate’

Positioning Your Booth – Trade Show Strategy

Wednesday, June 15th, 2011

When you’re exhibiting at a trade show, one thing is very important to consider. Just like regular real estate, it’s all about location, location, location. Choosing the position of your booth can be the ticket to a great trade show experience, otherwise you’re counting proverbial tumbleweeds. So which spots are the prime real estate on the trade show floor.

Corners are great spots. Not only do you get double the traffic, but you have more room to spread out your stuff. Similarly, the end of a row can be good, since there is less congestion and more room to move.

Near the main entrance is a good spot, but not the first space next to the entrance. Also, studies have shown that the right side of the entrance aisle gets more traffic than the left side, so think about that when choosing your spot.

Other high traffic areas, like aisles that lead to seminar rooms or performance areas, are great for those attendees who are stalling before a seminar presentation, or for people who wander out early. Additionally, a spot near the restroom is not as bad as you think. Everybody has to visit the facilities at some point, so odds are everybody in the place is sure to see you, and if you’re booking later, there is a chance those spaces will not be filled.

If it’s possible, try to figure out who your neighbors are going to be. If someone is going to be blasting house music, or a constant loop of their TV spot, your staff is going to have a hard time being heard over the din. Also, try to avoid being next to a company with a much bigger, more professional trade show display booth than you. You don’t want to be upstaged.