Choosing a stand: “Location, location, location”
You look at a carefully drafted floor plan sent to you by the exhibition organizers. Some spots are already taken by the regular participants, some are even already reserved by your competitors. And the question is – which square should your company take for the best exhibition outcome? We’ve got a few tips that could help you in choosing a place for your exhibition stand.
Defining a perfect stand size
How vast or small should your stand be? To define this you need to know how many people will work on your stand.
Usually, 6 square metres per person is a good benchmark.
That is to say that even if you can afford to rent half a floor for your exhibition stand, you shouldn’t do so if only 4 people will work there. They’ll just look like individual castaways.
Open sides and shape
You may be offered your stand to be an island, a semi-island, a corner stand or a stand with just one open side.
Sometimes you can be offered a stand that has an irregular shape (similar to a brick game figure). Which to choose depends largely on the stand design, so at this point, it could be great to talk to your trusted stand designers and to ask for a piece of advice. Seriously, it’s not always easy to implement some of the most brilliant ideas when you are already limited by the stand configuration.
Another thing to consider here is that you are not limited to choose from the squares and rectangles drawn on the plan. These walls only exist on paper, so if you see a stand with a great location but with little area – check if you could unite it with some stands next to it to get the area you need.
Choosing a spot on the exhibition floor
So, similarly to what the real estate agents say, “location, location, location” is the key to a successful exhibition. Well, definitely one of the keys. There are three main arguments to consider before choosing where your exhibition stand should be located.
The more people pass your stand – the more chances you get to be noticed by your prospects.
One could think that being in front of the entrance is the best idea of all, but it’s not the case. When people enter the exhibition, it’s very hard to concentrate with all the noise and visual information they get. Our brain is simply not wired to process too much information at once. So being the first stand the visitors see when they enter the exhibition could be not such a good idea – that’s the moment when they try to prescind from everything and to draw their route through the hall. Don’t be tempted by this idea and try to find a place somewhere around the widest passages.
Human beings are fragile. They get hungry too soon, they urge for tea and coffee and they go looking for toilets from time to time. Use this knowledge to align your stand with the visitors’ traffic that these human weaknesses cause. The conference halls and event venues also become popular destination points. If you know your competitors plan to make a conference or a master-class, you could make their visitors will stumble upon your exhibition stand on their way back.
There are two different approaches here. Suppose, all the main market players are aggregated in a certain spot on the exhibition floor (in case you are booking your stand later in time, you’ll be able to see the floor plan). You could either join them if you’re just as significant market player, or vice versa – stay away from them not to emphasize the difference in size.
Your stand’s location can’t make up for poor quality presentation, ugly design, and untrained staff. But if you choose it wisely, it could boost the overall performance and help you reach your exhibition goals.