How to choose the best location for your exhibition stand?
Exhibiting is a powerful marketing medium. If conducting suitably it can yield high return on your investment. To ensure that your exhibition participation is conducted in a fashion that bring maximum exposure to your brand you need to carefully plan and execute your presentation.
There are a lot of preparations involved when you exhibit. Every small detail can greatly influence the overall performance. A tiny mistake made can have a domino effect, resulting in below average performance and outcome. From selecting the right exhibition stand design company, exhibition stand design, exhibition ideas to the exhibition booth space; every detail matters. Hence it is essential you chalk out a carefully curated plan for your show.
Many exhibitors often undermine the importance of picking the right spot for your exhibition booth. A good exhibition space can play a major role in pulling the crowds towards your booth and even gives you ample scope to experiment with exhibition ideas and exhibition stand design. If you wish to participate in a specific exhibition and are well-equipped with the necessary exhibition systems and materials, choosing a good spot for the same can be a tedious task!
Here are some tips to determine the best, strategic location. But first and foremost, it is extremely important that:
There are visitors on this location, the more the better
Your exhibition stand attracts attention, and
Your exhibition stand can grab more visitors
It sounds quite and it indeed is.
Estimation of the best stand location
Finalizing your exhibition booth space should be a well thought out process. In order to make a good estimation with regard to the best possible exhibition stand location, you have to consider these below mentioned factors:
Seminars and lectures
Terrace or catering on the exhibition floor
Stands in the course
Space around your exhibition stand
Seminars and lectures
Many exhibitions have seminars or conduct readings on a certain theme within the field of the corresponding exhibition. Usually, these gatherings are held in a conference room which is directly connected to the “exhibition floor”. Many visitors plan a visit to the exhibition as they wish to participate in such a seminar. The space around this conference room might be a perfect location for your exhibition stand as it generates “traffic” and you can be certain that your exhibition stand will attract the crème de la crème at this exhibition booth space.
Terrace – catering on the exhibition floor
Another example of such a “stop” or “assembly point” is a terrace serving snacks or drinks. Visiting an exhibition is an exhausting activity, so places where visitors can sit down, relax and eat or drink are usually interesting places for your exhibition stand or exhibition equipment as they generate a lot of “traffic”. By the way, it doesn’t necessarily mean those people are attracted to your exhibition stand but you can be sure that your exhibition booth will get tremendous attention and even a few visits!
Special attractions on the exhibition which are organized by the organization or fellow-exhibitors generate extra “traffic” as well. Majority of the visitors at the show are bound to pay a visit to these ‘attraction’. Usually, many activities are organized on trade fairs, causing people to stop and take a look. Fellow-exhibitors which are located near a company organizing such an attraction might benefit from it.
Special actions or attractions are often organized in close consultation with the exhibition organizer. Sometimes these organizers must even grant his permission. It might be useful to enquire about such things. With the help of a exclusive exhibition stand design your brand is sure to get noticed at the show.
Exhibition stands ‘in the course’Corner stands, which are one side open exhibition booths, usually get the most attention if the open side of the stand is situated in the course. That’s logical, because it’s the only way people will enjoy your exhibition stand to the fullest. It is therefore important to anticipate the ‘routing’ of visitors. You can never be 100% certain about this routing, but in general people tend to give more/faster attention to stands which are situated on the right side of their route. For this reason stands situated close to the path are popular, although it usually concerns smaller stands.
CompetitorsJust like at other marketing platforms, at exhibitions too you need to keep a tab on your competitors. Make sure you know where all your direct competitors are located. Do you mind if your exhibition stand is situated next to or across your competitor’s stand? In some cases the organizer tries to put all companies in the same line of business together in one area, as it will be much more convenient for visitors to find all these suppliers.
What’s your opinion? If you don’t mind or if you even prefer to be situated near your competitor, there is no problem. If not, you should insist on getting another location for your exhibition stand. Of course it doesn’t go for specialist “vertical” exhibition shows, where your stand is surrounded by competitors only.
Try to sign up as fast as possible. Early birds often get discounts and even an added advantage to pick the booth of their preference. Booking early will also enable you to pick a good exhibition stand rental before they get booked by other exhibitors and get even the booth at nominal exhibition stand prices. If you sign up late, there will only be unfavourable locations left. A good relation with the organizer might contribute to finding the best location on the exhibition.
Choosing the right exhibition spot for your booth will help your brand tremendously but ultimately not everyone is successful is booking the most desirable spots. With the help of a distinctive exhibition stand design your brand can still be able to get the desired attention from the crowd, provided you come up with engaging exhibition ideas and a professional and resilient sales teams.
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