Planning and Logistics

IMPORTANCE OF YOUR TRADE SHOW Booth Location for HARVESTING LEADS

Published on Aug 22, 2021 12:22:09 PM

 

benefaction of LOCATION

 

As you know, there are many factors that go into a successful trade show marketing program. It is important to have a booth that draws attention, brings your brand to life, and functions properly. It is also important to have a trade show staff inside that booth who knows your business well, has a friendly and welcoming demeanor, and shows up to work hard and provide results.


While both your booth itself and your booth staff are extremely important (in addition to a lengthy list of other factors like pre-show marketing, choosing the best trade shows for your business, having a great lead collecting system, selecting appropriate giveaways or promotions to draw people into your space, and more) what’s a great booth, a great staff, and a great product or service without a great spot on the show floor?


If you’re looking to level up your trade show marketing and grow your business, choosing the right spot on the trade show floor is one aspect that you need to prioritize with your exhibiting plans.


Just think about the last mall that you visited (yes, we realize it may have been some time ago!) Think about the main doors of that mall and all of the retailers that were right inside those doors. Oftentimes, many entrances to malls are also the entrance to a store, meaning that you’ll have to walk through that store to get to the rest of the building. Think about how much more exposure these stores get than the stores that are on the second floor at the very end of the hall. The difference in foot traffic can be drastic.

While these high-exposure locations may come with a greater price tag, they just may come with a much better return on investment as well. The concept is similar when you’re selecting a location for your booth at your next trade show. However, not all businesses have the same budget, which means that the more obvious, high-traffic locations aren’t necessarily best for everyone.

Here are a few tips to help you pick the best booth space for your business and a location on the show floor that works to your advantage:

 

 

ADDING DOSAGE OF HUMANNESS TO YOUR BRAND

 

 

1:

Focus your efforts on a high foot traffic location

 

One of the most sought-after spots on a trade show floor is near the entrance, as well as along the major aisleways. This is where you will see the highest amount of foot traffic and have the first opportunity to catch the eyes of attendees entering the event. If you are able to get near the entrance of an event and it’s within budget, this is a great option that will certainly yield results.
However, these limited spots may come with a significantly higher price tag – or require a larger booth space than you are accustomed to investing in. If you are a smaller business or are exhibiting for the first time at a show (meaning you have no seniority for the order in which you are able to select your space), a front-row booth is most likely out of the question. But don’t stop there and just assume that all of the other booth locations will be at the same ‘lower’ level.

 

Booths toward the entrance are great, but they do come with some downsides. While some attendees will be coming in fresh and ready to jump at the first thing that catches their eye, others will hold off as they won’t want to commit to stepping into a booth until they’ve had a little while to look around and see their options. This is why secondary locations are also effective to secure.
Let’s talk about other high-traffic areas.

 

There are more areas with high foot traffic than just the entrance area! These additional high-traffic locations can include the bathroom area, lounge areas or areas where food and drinks are being served, and intersections where major aisles connect. In most cases, these spots will come with a much lower price tag.

 

 

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2:

TEND TO MOVE towards major brands exhibiting at the show

 

While high foot traffic areas are great at bringing attendees past your booth naturally, there are even more options that don’t rely so heavily on your typical crowd drawers like bathrooms and food stations. However, it’s great to know about these additional options, especially if you’re a little late to the game and spots are limited.

 

Another suggestion (if there is the option to do so) is to check out the floorplan as a whole, paying special attention to where the major brands in your industry and event sponsors are going to be located. Once you know their floor location, try to get your booth space as near to them as possible. These well-known businesses are naturally going to attract attendees just by being so high on attendees’ radars. Being larger companies, they will likely have a large exhibit that stands out and draws attention to it. If an exhibit is able to draw eyes from across the show floor, that’s a huge win. And it will be a win for you as this will become a higher-traffic area.

 

This is another great option to consider if you are struggling to find a space that’s near any of the high foot traffic locations mentioned earlier. Since attendees will gravitate toward popular brands, it doesn’t hurt to be near them and gain exposure from those who are being drawn to these areas!

 

 

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3:

Work your booth space into your budget early on

 

While you are in the beginning stages of planning for your trade show, there are many priorities that usually come at the top of the list, a few being: exhibit-related costs, promotional costs, and staffing costs. However, it’s also important to work your booth space cost into your budget early on as well.

 

As you begin planning for your upcoming trade show and get closer to the registration date, you may find that you’re more limited than you had anticipated. To prevent this from happening, set a price that you’re comfortable spending on a booth space early on so that you are able to work this into your budget and stick to it. It would be a shame to put so much effort and money into your exhibit and all of the marketing leading up to the event, only to be able to afford a spot that doesn’t get you the exposure you deserve.

 

One piece of advice is to register as soon as you know you’ll be attending a trade show. Many early-bird discounts are offered and you’ll be getting first dibs on these high-traffic locations that you now know about! Plus – knowing your booth number early will help a few of your other planning efforts such as the orientation of your booth itself (which will affect your electrical ordering), as well as helping with your pre-show promotions so attendees know where they will be able to find you on the show floor.

 

 

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4:

Do your research!

 

While it seems easy to take one look at the open spaces available on a trade show floor plan and think you know exactly which space you want, slow down and take a closer look! Really consider all of your options. Is there a booth space in a prime location, but it has a beam or pillar located in the booth, or very close-by? Chances are everyone else may be writing that space off because of it. However, there are creative ways you could either cover it up and use it as additional real estate for some branding – or even incorporate it into your exhibit design.

 

If you are unhappy with the space you are either assigned from show management, or, you aren’t thrilled with what options you have once it is your time to select, make sure the show organizer knows you would be open and willing to move should anyone back out or cancel their space. Remember, not all booth locations are equal. Plan to be strategic about choosing your location at your next trade show. High foot traffic is extremely important, but so is staying within your budget.

 

With these tips, you’ll be able to find a happy medium that works for your business. Planning in advance will help! If you need extra assistance for your upcoming show on booth sizes, spaces, etc. we’re here to help!

 

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This article was first published at www.skyline.com

 

 

 

 

 

 

Topics: Trade show marketers, Trade Show Marketing, booth design, coronavirus, booth design in the post COVID19 era

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source: exhibitoronline.com
 
SENTIMENTS EXPRESSED
 
 
BOOTH NAVIGATION IN POST COVID-19 TRADE SHOW EXHIBITING


A booth that is hard to navigate may distract potential customers from your main goal of winning them over. To create a polished design that appeals to your booth guests, you’ll need a floor plan that allows for good traffic flow and engagement. We’ve outlined a couple of tips that will help you keep your floor plan effortless to navigate.

 

 

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#1 GUIDE YOUR PEOPLE TO YOUR BOOTH

One of the most important things to keep in mind when planning for good booth flow is to create a visual pathway. This can help people see exactly where it makes sense for them to walk, and it helps you point them toward the things you want them to see. Highlighting certain products, promotions, or company information is effective for you and will make your guests’ experience effortless, making it a win-win. Visual pathways can be created by using lighting, special flooring, entry points, and exit points. This way, no one will have to search for information and become frustrated with you when they can’t find it.

 
 
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#2 KEEP YOUR ISLES OPEN
 
One trick that may help you see a dramatic increase in booth traffic is to make your booth open to the aisles. Many exhibitors block themselves off from people passing by. This is a less effective way of engaging people and something to avoid. Don’t let fleeting trade show attendees slip through your fingers. Keep your counters and desks to the sides and back of your booth to allow people to feel less intimidated when your booth staff is not blocked off and easily step inside. Having a modular inline display is a great option for keeping your booth open to aisles.
 
 
 
 
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#3 HAVE AN OPEN FLOOR PLAN. THINK ABOUT DOING TWO - 10x20, INSTEAD OF ONE ISLAND.

Creating an open floor plan that is easy to navigate helps your booth guests focus on your message. Making your display less of an obstacle course and more of an unobstructed area to easily roam takes planning. Pay attention to keeping different aspects far enough apart that people are able to interact with them separately and not become distracted by too many things at once. Also, be sure that people can easily get from one area to another without having to swerve around multiple elements just to get there. A custom island exhibit is great for keeping things open and flowing and should be able to give you the space you need.

 
 
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#4 DESIGN YOUR BOOTH FOR ATTENDEE COUNT AT ANY GIVEN TIME
 
 
When you are designing your booth, predict how many guests you expect to have at a time based on the popularity of the trade show and your previous booth traffic. Considering how busy your booth will be will help you decide what size is best to ensure everyone has enough room. If you attended last year and it felt a little tight, consider upgrading to a larger booth space. Keeping this in mind will help the flow of the booth as you’ll avoid it feeling too crammed. Lots of people in your booth is a great thing! Just make sure everyone has enough room to feel comfortable.
 
 
 
 
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#5 MAKE SURE YOUR BOOTH IS BIG ENOUGH
 
Given the physical distancing etiquette in place, it may be necessary to up-size your booth based on your goals. If there are multiple products you are presenting, give yourself enough room to keep them spread out in your booth. Those interested will be able to focus on each product with intent rather than being distracted by too many people in one place looking at multiple things.
 
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MORE SENTIMENTS EXPRESSED BY EXHIBITORS
 
 
 
 
 
 source: exhibitoronline.com