Location, Location, Location

Quick question – How do you determine the best booth location at your next tradeshow?

Quick answer – Pull numbers out of a hat, or try pinning the show’s floorplan on the wall and tossing darts.

Okay, okay – I might be getting carried away, but if you wait ‘til the last minute to register, both of these options may be your last.

This brings me back to my first point.  Book early – prime locations go fast.  Locking in your booth location is like obtaining a prime piece of real estate. This location will help determine your level of success.

So what's the best location for a tradeshow booth?

I’m sure you’re aware of the fact that tradeshows are all about being noticed. You can’t be noticed if you can’t be seen, so search for space with the best visibility. Dead-end aisles and spaces obstructed by columns are the first locations you’ll want to avoid.

Try picking high traffic areas such as main aisles, ends of rows, corner spaces, and well-traveled routes to seminars. Entrances or exits are other areas you’ll want to avoid. Can you say bottlenecking? These may be high traffic areas, however, they are often so crowded that visitors may fail to notice your tradeshow display. This overcrowding makes it challenging for exhibitors to see your booth and for you to initiate conversations.

Additional high traffic areas that are decent locations (but not the best) are those near food services and restrooms. Granted, these are also well-traveled areas, but attendees have their own personal agenda when visiting the concessions or restrooms, and your booth may not rank high on their priority list. Furthermore, you may find attendees loitering in front of your booth as they finish their meal and block other attendees from reaching you.

If it’s a repeat tradeshow and last year’s location was ideal, obtaining the same location will help regular attendees find you. However, don’t assume you will be graced with the same neighbors. Always find out where your competition is located, and when registering, avoid positioning your tradeshow booth too close to them.

Let me emphasize again, register early. Many shows have a pecking order, so waiting too long may make for limited choices. You may have to compromise on your booth location but you can always scope out the perfect location for next year’s show.

And remember, you can still drive traffic to your booth with effective pre-show promotions even if you do not end up with the ideal booth space.

For more tips or information on Zone 5’s large format services, contact me at dan.reade@zone5.com or 242.7031.
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