Too bad: a great stand in a worthless location
4 tips for choosing the best stand space
There are many factors that contribute to the success of participating in an exhibition. It is important to have a stand that attracts the attention of your target audience, brings your brand to life, and ensures a good flow. Stand staffing also plays an essential role. And we could go on listing important factors: pre-show marketing, exhibition choice, lead registration app, giveaways, activations, promotions, and so on! But what good are all these points if you are located in a worthless spot?
Choosing the right location in the exhibition hall is essential. We have 4 tips to help you choose the best stand space for your next exhibition.
Tip 1: Focus on a location with high traffic
One of the most sought-after spots in an exhibition hall is near the entrance and along the main aisles. This is where the most traffic is and where you have the greatest chance of attracting the attention of the most visitors. If you can stand near the entrance of an exhibition and it falls within your budget, it’s a good option that will definitely yield results. However, these limited spots will often come with a significantly higher price tag — or often a larger area than you initially planned to rent. If you work for a smaller company or are attending the exhibition for the first time (which means you have no seniority in the selection of stand spaces), a stand location in such places is likely out of the question. Stands at the entrance are top-notch, but they also have their downsides: while some visitors come in fresh and ready for a conversation, others prefer to wait and look around first. Other locations can therefore also be very effective.
There are more areas with high traffic. These can be busy locations, such as near the restrooms, lounge areas, or spaces where food and drinks are served. Intersections where large aisles cross can also be interesting. In most cases, these stand spaces have a much lower price tag than those at the main entrance.
Tip 2: Stand near big brands
Check the floor plan and see where the big brands in your industry have their stands. If you know where they are, try to get your stand space as close to them as possible. These well-known companies will naturally attract visitors because they are on the radar of many attendees. Because they are larger companies, they are also likely to have a big stand that stands out and attracts attention.
Tip 3: Include stand space rental in your budget right away
From the early stages of your exhibition planning, account for the costs of renting stand space in your budget. Set aside a budget for this so you know exactly how much you can spend on the stand space. Register as soon as you know you will be attending a specific exhibition. Early bird discounts are often offered, and you will have the best chance at locations with the most traffic. By the way, knowing your stand space and stand number early allows you to tailor your design to the orientation and dimensions of the stand space. You can also communicate your stand number early so visitors know where to go when they attend the exhibition!
Tip 4: Do your research!
It’s tempting to quickly glance at the available open spaces on an exhibition floor plan and then rapidly decide which space to take. But it really pays off to take a closer look. Use your experiences from previous years. And seriously consider all your options. Is there a stand space in a prime location but does it have an inconvenient beam or pillar in the stand? Others may likely overlook that space for that reason. However, there are creative ways to work around this in your stand design.
If you are not satisfied with the space assigned to you by the exhibition organization or if you are not excited about the options you have when selecting, make sure the exhibition organization knows that you are willing to move if someone withdraws or cancels their stand space.
Extra help needed?
Not all stand locations are created equal. Be strategic when choosing your stand space at your next exhibition. High traffic is important, but so is your budget. With the tips mentioned above, you can find a good route that works for your organization.
If you need extra help for your next exhibition in finding the best stand space, let us know!