The trade show market is worth almost $17 billion. As we return to a post-COVID world, more opportunities arise each day—opportunities for companies to showcase what they’ve been working on behind the scenes.
And, when it comes to trade shows, there are two types of booths. Some sell goods and services, whilst others provide information. But where’s the best place to book your booth?
In this article, we look at how to choose a trade booth location. These tips will ensure that you get the most out of your trade show investment.
Important Considerations for the Best Trade Show Location
Location is one of the first considerations for any business looking to set up an exhibit at an event or fair. It’s important to find somewhere that suits both your needs as well as the requirements of the exhibitor. Here are a few factors to take into account:
The Purpose of Your Trade Booth
Before choosing a location, think about what kind of space you need. Do you want to be near other businesses so visitors can network with each other? Or do you prefer being away from the crowd so you don’t have to interact with customers all day long?
For selling products or services, pick a location near other companies offering similar items. However, if you’re providing information only, then you may not need such close contact.
The Venue Size
Suppose you’re planning on exhibiting in a large space with lots of other companies. Then you’ll need to consider what kind of layout works best for you. You may want to opt for something more open-plan so visitors can see everything.
Or, if you have limited floor space, you might prefer to go for a smaller area. Smaller allows people to browse around without feeling overwhelmed by too much choice.
It may seem obvious, but check the size of your booth and the spaces available. If you’re stuck on options, are you able to shrink your booth size and up your budget in other ways?
You should check whether there are enough tables available before booking your booth. This way, you won’t end up paying extra fees when you realize that you’ve booked a table but have no room left!
Make sure that the venue has good accessibility features like ramps and lifts. Some venues offer free parking spaces for disabled attendees. Make sure you know exactly what access options there are before committing to a spot.
Your Target Audience
Think about your target audience and who you expect to visit your stand. Are you targeting small businesses or larger corporations? Will you be catering to local consumers or international buyers? What type of industry does your product fall under?
There are many different kinds of events available today. For lead generation, it’s more important to consider location based on who is around you. But for generating revenue on the day, being in the right place can make or break your show.
Too far away from the entrance, and you’ll get lower footfall. But too close, and people will walk past you on the way out. Your trade show industry and event type will determine these factors.
Do you plan on having staff manning your booth during the entire time? If so, you’ll need to factor in staffing costs when considering where to put your stall.
Also bear in mind that there could be queues outside the venue before opening hours even start. So it might be you’re unable to staff a larger stall at the start or end of the day when the bustle arrives.
It’s not only about getting customers through the doors; once inside, do they stay? How well placed is your stand relative to the exit route? Can you direct them towards the nearest coffee bar or restaurant?
Other Events On-Site
You also need to check how busy the rest of the trade shows are going to be. If one event sells out months ahead, you won’t be able to move anywhere else until after this date. In some cases, you may be better off setting up elsewhere altogether.
If you’re looking at all this thinking there’s a lot to take in, you can always hire a professional trade show marketing company such as the one found at https://rockwayexhibits.com/services/. They’re able to work all this out for you hassle-free.
Think about the finer details of the trade show logistics. Examples include plug sockets, any structural obstructions, and issues with surrounding booths.
It’s always worth checking the website of the organizers beforehand. That way, you can find out exactly what they’ve planned for their exhibitors.
Also, suppose you plan on showcasing larger products such as vehicles or machinery. Factor how easy it is to get your stall in and out of the designated area.
Some venues don’t allow anything over 3m long into the exhibition hall itself. And remember that you’ll need to hire an electrician to fit powerpoints onto your display.
Make Choosing Your Trade Booth Location Easy
In the end, there are many factors that can affect your trade booth location. Thus, it’s best to work out which ones are your key deciders and base them on the above.
If you want to attract attention at your next event, then you should set up an information booth. People will visit your booth because they want to learn more about your company and its products.
Yet, if you want to sell your goods and services, then you should choose a location that has a high foot traffic flow. This means that you should set up your booth near an entrance or exit point.
If you’re ready to generate more sales and leads than ever, then keep reading our articles! We’ve got more awesome marketing tips for you!