When it comes to having a successful exhibition stand, it’s usually the little things that make the biggest difference. A few little things such as your exhibition stand space and location can take you a long way at an event, if executed correctly.
Over the years I have come across a few tricks that I advise my clients on when it comes to choosing the right type of exhibition stand for their brand or company. These 5 tricks will help you plan for your next exhibition.
Trick #1 – Be the Early Bird
The key to choosing the right booth space for an exhibition you would like to participate in next year is to lock it in this year.
Most show organisers are already starting to sell booth spaces right after the current year’s event concludes.
While you’re at the event go around and have a look at what options are available and get a feel during the event where the spots are in terms of traffic, lighting and engagement. Speak to the show organisers on-site and ask them what they have available for next year.
This tactic not only allows you to have a choice of stand positions, configurations and sizes but would also save a solid amount of money. Note: show organisers generally offer early bird discounts.
Trick #2 – Squeeze in Every Dollar You Can!
The more budget you have, the better exhibition stand you’re going to have. This plays a major role in determining which exhibitions you should participate in.
Sometimes it’s better to go all out in a handful of key events each year and splurge more on them to have a significant brand presence at the event, rather than participating in each and every event and going with the cheap and easy option.
Generally, it is better to participate in the leading exhibitions in the industry or the segment your company or team focuses on most. There are a few ways to find out about the attendees of an event:
- Post event report from show organisers of the previous event
- Ask your existing customers which events they attend and find valuable
- Find out which events your competitors will attend
- Speak with colleagues or industry bodies and gain their insights
Trick #3 – Have Your Goals Front of Mind
Setting objectives for your reason to exhibit or what you would like to achieve from the exhibition is the first thing you should do before deciding on what size booth you should sponsor.
If you’re showcasing or demonstrating a new product, do you have the right bench and wall space for that? Do you have enough floor space for client interaction?
If your goal is to introduce your brand, maybe a reception area might be ideal, perhaps an island stand would then be suitable.
If your goal is simply to create brand awareness, then you could consider a smaller booth space.
It’s also good to have a think about whether you would like private meeting areas and if you require storage space on your booth, all these elements play a role in choosing the correct booth size.
Trick #4 – Make Sure It’s Your Type
There are many different types of stands to choose from and it’s important to select the right one for your brand and company.
Island Stand This is where the booth space is open from all sides. This option allows easy entry, exit and traffic flow on your booth. Visitors will also be drawn in from all sides of the stand at the same time, you won’t have a shortage of prospects to talk to. This also creates an open and inviting feel to the overall space.
Inline Stand An inline stand is usually part of a row and is sandwiched between two stands. This type of booth has a single entry and exit path, three walls for displaying graphics, products and demonstrations.
Tunnel Stand This option is where two parallel sides are open and two parallel sides are closed. This type of stand isn’t ideal nor favourable and should be avoided as much as possible.
Shapes of Stands There are two shapes of an exhibition stand to consider: Square and rectangle. Where possible, select the rectangle shape, as it’s larger in size and will provide you with more space.
Trick #5 – Location, Location, Location
After you have worked out all your other booth requirements, where your booth will be located in the next important factor to take into account.
Every exhibition has a different floor plan, it’s best to request a copy of the floor plan and identify key areas, such as catering areas, where are lunch or tea breaks going to be served? theatres for keynote speaking sessions, coffee carts, potential traffic paths and entrances and exits.
All of the mentioned key areas are usually where the visitor traffic takes place and that is where you want your booth to be, situated within a steady flow of crowds. If you select a booth space in any of those areas, you can’t really go wrong.
It’s important to take the time and plan out your exhibition stand size and location. Booth sponsorship is usually a substantial investment and strategically planning your presence will help you deliver on your ROI and have a successful event.
Show organisers are known to push new exhibitors into selecting stand spaces that are not always ideal. If you need some guidance or advice on selecting the right exhibition space, size and location for your next exhibition, get in contact with Expocentric, we will provide you with a free consultation session.