More often than not, trade shows are driven by one common motive – getting the maximum number of people to visit. And when you have a booth out there, at any of these shows, that’s exactly what you aim at, right? Isn’t it because you know that the more traffic you drive to your booth, the better are your chances of collecting leads and acquiring new customers? You bet. So how do you do it?
– By decorating the booth and making it visually appealing?
– Or with promotional baits?
Either way, you may or may not succeed, unless of course, you have chosen the right spot for your booth, one that stands out and gives you an edge over the others. Location, location, location – that’s the endgame. You either find the right one or you lose. As simple as that.
Here’s how you grab the perfect spot:
1. By determining the amount of space needed:
– Why are you exhibiting in the first place? What’s your objective?
– Are you there to merely showcase your products or would you rather be interested in engaging the visitors in one-on-one conversations, while ensuring that no two visitors overhear each other?
– And even if you are only displaying your products, how many of them do you plan to take along? Will your entire product line be out there for the visitors to see, as in would you be needing multiple display shelves?
– How many would salespersons/business partners/subject matter experts be accompanying you to the booth?
Find the answers to these questions, and once you are done, choose among the following:
– Island stands: open from all sides; have their share of advantages, including being inviting enough and allowing easier entry and exit; not so good for displaying multiple products, but if you are ready to get some free-standing furniture shipped, they are worth their salt.
– Inland stands: not as inviting as the island ones, but they have three walls, which offer maximum product exposure.
– Corner stands: perhaps the best of the lot; have two sides open and attract the visitors in large numbers.
– Tunnels: or walk-through stands, whatever you want to call them, well, these are positioned in a passage between halls, and should only be chosen if you are able to take advantage of two parallel sidewalls and open sides.
Letting go of the fear of congestion
High-congestion areas may be a big no-no for many exhibitors, but what they don’t realize is that conference and meeting rooms, restrooms, escalators, and elevators, and restaurants and food stands are flocked by all or most of the visitors and a booth in the vicinity is sure to garner attention. Make sure you don’t make the same mistake. Also, it’s a good idea to reserve a spot closer to any of the sponsored booths – these booths often have relaxation lounges, VR tours and games and other such facilities, and leave the visitors in a happy-go-lucky mood. If your booth is where they head to next, they would be more receptive to your pitch.
Reserving the spot early on:
Good spots go off the table without much ado. Act in time. And while you are it, ask for early-bird discounts. Don’t forget to keep your checklist handy though and avoid any of the spots that:
Are just below the air conditioning vents and can limit the height of your booth
– Have some red flags nearby. Spots in close proximity to fire alarms and extinguishers may fall prey to additional rules and regulations.
– Are next to narrow alleys, which don’t leave much room for visibility.
– Pre-show marketing and eye-catching visuals are all good, but if you are in the wrong spot, no one would come your way. Sad but true!