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Location Of Your Exhibition Stands

Modern trade shows represent the best way for small businesses to engage in face-to-face consumer interactions and grow brand exposure in this day and age, which is why countless firms from the world over engage in trade show marketing opportunities each year. Both small and large companies alike tend to set aside sizeable annual budgets to account for the construction of their booths and any corresponding features, trimmings, and distributable materials that comes in tow. However, many of these firms fail to assess the physical location of their booths ahead of time

Location Map

Assess the Floor Plan

Before you start fitting your exhibition stand with LCD TVs, pop-up banners, and other augmentations, make sure you set aside some time to evaluate the trade show’s floor plan with your team. As you begin vetting the floor plan, make sure you ask yourself the following questions:

Where are your competitors situated?If some of your industry rivals have reserved a booth section at the same show you plan on attending, you have to decide whether you wish to compete directly with them or avoid their area altogether.

Where are your competitors situated

Does your stand match up to their tech? If you believe that your stand, presentation plan, and product line can trounce the competition, feel free to reserve a booth in close proximity to your competitors. However, if your company is relatively small and your rivals are comprised of mostly blue-chip firms, you’ll want to avoid competing with their massive advertising budgets head-to-head. Instead, find a draw that differentiates from your firm and situate your booth elsewhere to ensure that your stand doesn’t get lost in the hoi polloi of trade show competition.

Does your stand match up to their tech

Heavy foot traffic or private interactions? Depending on the type of presentation you wish to employ, you’ll have to decide whether you wish to go for quantity or quality in terms of your potential consumers. Taking a closer look at the floor plan will help you distinguish the areas that’ll feature the heaviest footfall from the sections that’ll be a bit more secluded and private.<


Facilitate a Walk-Through

Facilitate a Walk-Through

The floor plan will give you the host’s spin as to which areas are most valuable, but it’s very important to facilitate an in-person walk-through with your team as well. This will allow you to put yourself in the shoes of an attendee, which will help you and your team ascertain the most desirable areas of the particular venue in question.

Where do your eyes go upon walking in? Are the industry leaders clumped in a specific area? Does the venue feature a food hall or speaking stage? Asking yourself these questions during the walk-through will give you the best chance at predicting the flow of the trade show, not to mention the fact that you’ll have a much easier time correlating your plan to the functional reality of the venue.


Pick the Right Stand Space

After you determine the most applicable section of the floor plan, it’s time to address the specific composition of your exhibition stand. Shown below are the two primary options:

Shell Scheme: This is commonly referred to as the prefab option since the actual stand is pre-built into the exhibition area. Although this is the cheapest option, since it negates the need to build a bespoke exhibition stand from the ground-up, you’ll be limited in terms of the types of features and add-ons you can employ.

Space Only: As the name suggests, you’ll essentially be reserving an allotted floor space with this option, which means you’ll be tasked with constructing your entire exhibition stand from scratch. Although this option is far more expensive than the shell scheme due to the costs associated with fitting a viable trade show booth, you’ll have free range over the composition of your entire area.<

Apart from the budgetary concerns associated with space only versus shell scheme, you should also take into account any neighbouring rivals and potential trade partners before booking a particular area. Situating your booth next to a complimentary product line, for instance, will allow you to garner more attention than if you were to tuck your stand into some obscure corner of the venue.

Proper Preparation Prevents Poor Performance

Proper Preparation Prevents Poor Performance

Assessing the floor plan, viewing the venue in-person, and picking the right stand space represent the three pillars of executing a successful trade show, not to mention the fact that these tips can be applied to any type of exhibition stand, industry, or niche. However, you have to keep in mind that every decision you make will come with trade-offs.

For example, paying a premium for a unique booth construct will surely attract more eyes, but you’ll be straining your advertising budget along the way. Likewise, if you place most of your attention on procuring flyers, pre-show mailers, and widgets to hand out during the event, you’ll have less budgetary versatility in terms of fitting your booth with the most modern augmentations.

As you might imagine, the planning process for a modern trade show is nothing to take lightly, but if you focus on all things in terms of location during the preliminary stages, you’ll be giving your organisation the best chance at facilitating a wildly successful trade show!