Edinburgh, the capital of Scotland, is among most beautiful European capital cities. From NATO to MTV Europe, Edinburgh is a UNESCO World Heritage Site that attracts diverse audiences. The city’s exhibition and conference facilities integrate history and old world charm with state-of-the art venues. Trade show and event managers will appreciate the diversity of venues for conventions or product launches. What other city can boast a castle that hosted a Rod Stewart concert? The city centre enables attendees to enjoy all that Edinburgh has to offer from Edinburgh Castle, the Royal Mile and Palace of Holyroodhouse.
Are you ready to learn more about choosing your space at the next trade show? In the second part of this series, we will discuss considerations for your location, size and configuration. Just like buying real estate, consider the “neighborhood” when reviewing space selection choices. Look at the floorplan from previous years for a historical perspective. Is the show getting larger or smaller? Can you see any trends for what your competitors have been doing with their location and size? Look to see if ceiling heights in the halls are noted, particularly if you have a tower that requires a specific clearance.
In the United States, the saying “location, location, location” is commonly associated with real estate but is it equally important in buying your trade show exhibit space. In this two part series, we will provide information that will help ease the stress of space selection by sharing information we’ve learned from our experience with global trade shows. Exhibitions are a marketing investment companies make and although the exhibit space is only rented for a particular show, careful thought should be given when selecting your location.
Executive leaders may ask or question, what is the power of trade shows in the marketing program? Exhibitions are a unique selling environment and there is no substitute for face-to-face marketing. New products, services and branding, are presented to existing and new customers that generate immediate feedback that isn’t possible with an advertisement or on the internet.
Exhibit managers make decisions daily that directly impact a corporate trade show program. Before starting on the exhibit design, be mindful of the implementation- should the booth be purchase or rental? There are several criteria to consider when deciding between renting or purchasing an exhibit (or stand*) before making a final decision.