I remember a trade show, from years ago, that should’ve been a success. Should’ve, was the key word. We had a great display, promotional products, and a call to action. Our staff was experienced and ready to work the show. There was one problem; we ended up in the rear left corner of the show. Foot traffic followed the aisles like cars on the highway, and we were at the end of the road. Many of the attendees didn’t make it as far as our booth. I’m not sure we broke even.

How not to get lost in the show

The problem with our booth location began when we didn’t do any research and pretty much had our administrator send a check and let the show decide on our location. The first lesson is…

Do your research. If you’ve attended the show previously you’ll have some idea. If not, ask for help. Talk with the show staff, explain your needs and ask their advice. Seek input from customers and vendors who’ve attended. For some shows booth location may not be up to you. Occasionally shows assign spaces, others use a point system based on tenure at the show and booth size, and others follow FBFB (first buy first booth). It’s important to communicate with the show management. If sponsorships are available would sponsoring influence your location choices? You also want to check the floor plan and identify…

High Traffic Areas. Traditionally entrances are a great place, folks are just coming into the show, they’re excited—not burnt out, and they generally take a moment to look around before deciding which way to head. Near exits can be a good spot, but be careful about setting up at the back of the show. Cross aisles are almost always good places as well as near food courts and internet cafés. Many believe setting up near restrooms is a good spot. Before deciding on a spot, check your neighbors. I once had a booth next to a vendor who put on demonstrations every 30 minutes. When they turned up their PA they drew a crowd, which didn’t help my space. It drew a crowd that blocked my exhibit to the point people walked away from and around our spot. Setting up near sponsors and major vendors can be a great way to draw a crowd past your booth. While you check out the show floorplan, watch for…

Obstacles. Have you ever been to a ball game or a concert and had columns block your view? The same can happen at a show so be aware of hindrances. Is there a major sponsor with a huge display that obstructs your location? Recently, I stopped at friend’s booth at a flower and patio show. He was happy to get a spot near the front until he saw he was behind a 50 x 50 store that almost totally hid him for the public view.

Add location to your checklist

Planning a successful trade show exhibit isn’t only about the display and personnel—it’s about location. Take some time to do your research, ask for help and advice, and avoid the pitfalls of a poor location. If you do this it will add to the pleasure and success of your show. How do you choose a trade show exhibit location?