While there are a lot of variables to consider when selecting a trade show booth space, a basic thing to realize is that all trade show booth spaces are not created equal. Here are some ideas on how to select the best trade show space you can.
One factor to consider is trade show space proximity to compatible brands or products, and this is particularly important at larger trade shows, where one expo attracts a wide range of attendees looking for a wide range of products. If, for instance, a software developer exhibits at an electronics show, they might want to position themselves either near the hardware that their software runs on. Each situation is different and may require an alternative strategy, but understanding what “neighborhood” a given space is in is crucial.
Spaces that don’t work as well include some that would initially seem to be prime real estate, but research has proven to be less desirable. An example would be those spaces in the “decompression zone” up front near the entrance. Retail store planners have for some time designed store layouts to place lower-margin merchandise in this dead zone. Just like a shopper, a trade show attendee tends to miss the displays front and center and is ready to absorb more of what they see a little further into their journey on the trade show floor.
And that journey most often starts to the right of the entrance, which is why exhibit planners talk about “left side lethargy” – by the time exhibitors make it to that far left side, they are often starting to tire, and at the minimum, exhibitors with spaces on that side might want to consider a seating or lounge area to ensure they do everything they can to capture this traffic.
Exhibitors should look for spaces away from columns, corner spaces for inline displays, and any space that offers a way to stand out. Although spaces against the convention hall walls might not have as high traffic as others, once advantage is the potential for an exhibitor to make an inline display taller. Depending on the particular trade show’s rules and regulations, an exhibitor might be able to go as high as 14′ or higher and stand up and above the typical 8′ display height for most inline trade show displays.
Another area to potentially avoid would be spaces near restrooms and other facilities. Sure, there will be a lot of traffic moving past those booth spaces, but attendees might have a more urgent task on their mind and won’t necessarily be interested in slowing down to speak with your booth staff. Some trade show displays might do well near food court seating, but a good plan needs to be put into place for how to draw attention for those taking a snack break. Particularly for smaller booth spaces, being close to tables and chairs means that they might be able to move a conversation to a more private location without the expense of an in-booth seating area or lounge.
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