Event marketers who have been around for a while know that location is as important as the content. The number of people that you are able to interact with at an event is the measure of success. This will determine how successful you are at making your presence felt at the event.
What factors determine the best locations? And what other issues are specific to each location?
High-Traffic Areas Exhibited at Trade Show
Exposure to trade shows is a great way to make connections with potential leads. The central aisles should be the first place of attention, as this is where most attendees will be passing. These aisles can be identified based on the layout of the event space. They will lead to the main entrances and exits of each hall. The most sought-after areas in the central aisles are those that are located at the corners and ends of the galleries. These intersection spaces allow booths to have access to multiple galleries.
The entrance is not the only place that gets high traffic. Booths in the vicinity of the door will see increased traffic if there are seminars or presentations. Make sure you are familiar with the event format to determine which areas will be visited most often.
However, not all high-traffic areas are worth the investment. Avoid booths that are located near attractions or concessions. These areas will draw attention but not to your presentation. The resulting congestion can hinder your ability to interact with guests.
Find out who is exhibiting around you.
It is essential to have a complete understanding of the space. It is necessary to learn as much as possible about your neighbours throughout the event. You will get traffic from the booths surrounding you, and this will affect the amount you get. There are some presenters that you should avoid.
* Competitors — It’s essential to keep a distance from your booth and the most significant competitors. While it is necessary to keep an eye on your competitors, it is better to let your presentation speak for you than to compare it to the pitch of your neighbour or across the aisle.
* Exhibitors with PA Systems — These presenters are familiar at shows. While they can draw large crowds thanks to loudspeakers, their presence can cause distractions to your display, making it difficult for you to communicate effectively with your guests.
* Exhibitors who run demos — These types of marketers attract a lot of people, but not the kind you want. Demos can cause congestion at your booth, which attendees will actively avoid. This can decrease your foot traffic and reduce your conversion potential.
Sometimes, you may not have complete control over the location of your trade show booth. You may need to choose from spaces left over after previous attendees have chosen. This is especially true if you are new to the show. You can make the most of your convention experience by following the tips.
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