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. Are there any pillars or columns that are in a space? This may not always bad if the organizer is offering a discount and if you can incorporate it into your design.
Show management and the venue can let you know if surrounding the pillar with structure is permissible or if you need to allow for easy access to emergency fire equipment. Being aware of these obstructions will also help ensure you are getting good visibility for your exhibit. Find out if there are no height restrictions on perimeter locations as that can give you increased visibility that would not be available in a standard in-line space.
Where are your company’s competitors located at the show and what size is their space? When choosing your space, raise the question with the show manager about what companies have booked space and where are they on the floorplan. Being close to a competitor is not necessarily bad since your customers may be visiting multiple exhibits so your exhibit will be easy to find.
Doing pre-show planning and a well-executed display should give you the confidence to be next to any company at the show. If your company provides products or services to larger exhibitors, consider space that will be close to “anchor” exhibitors.
Most configuration possibilities are island, peninsula, inline or end-cap spaces. If your exhibit properties are modular, this will enable you to adapt your exhibit to multiple configuration possibilities. Check the show and venue for any height restrictions as these vary by show, venue and countries.
Inline spaces may have “line of sight” rules so be aware of those when selecting a space. An island space gives attendees access to your exhibit from all four aisles and a visual advantage because there isn’t a booth directly connected to yours.
Don’t be overwhelmed by larger exhibits because a smaller exhibit can be as impactful when the message is delivered clearly and in a unique environment. A peninsula or end-cap space has great visibility so don’t overlook this possibility.
The old saying, “information is knowledge” so armed with these guidelines, you and your team will be confident in choosing the right space for your next trade show. Contact us for assistance for your upcoming trade shows and events around the world via email or telephone 817-370-1400.