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Winning Booth Location at a Trade Show!

When it comes to an international conference trade show, choosing the exact location for your company’s booth is critical for success. It can impact traffic, visibility, and overall impression, which can greatly influence the extent of your company’s success at the conference. Often, veteran companies in the venue get first priority for the better locations at the exhibition. But sometimes you’ll need to choose a new booth location, so here are some key criteria to consider!

Proximity to High Traffic Areas

Locating your booth adjacent to high traffic areas is vital for drawing visitors to your stand. Zones near the entrance or central locations with high foot traffic are prime spots with high traffic. Additionally, proximity to restrooms, food & beverage stations, and meeting rooms can also boost visitor flow and provide networking opportunities. However, be prepared that these areas tend to be noisier.

Competitor Positioning

while choosing a location for your company’s booth at an international conference, it’s important to consider where your competitors will be located. While proximity to competitors can attract potential customers interested in similar products/services, being too close to competitors can cause your booth to blend in and lose presence. Careful consideration of competitor positioning and potential impact on your booth’s visibility can help ensure a successful exhibition. Areas with complementary businesses that can draw visitors with similar interests may be a surprising alternative.

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Space and Layout

The size and layout of your booth should match the types of products/services you offer. Plan for client meeting areas, product demo zones. This allows you to estimate the space needed to meet your goals. Sketch a seamless flow to attract visitors and enable easy movement.

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Lighting and Power Access

while planning a booth in venue spaces, proper lighting can help your booth stand out and attract visitors. Conversely, power access will be essential for running computers, screens, stable internet. Areas with natural light or access to electricity outlets can enhance visibility of your products and signage. Additionally, consider cost and availability of power outlets since they may be highly sought after and expensive to rent. Meticulous planning of lighting and power needs can help ensure a visually appealing and successful exhibition.

Noise and Distractions

Pay attention to noise levels in the area you select. Your booth’s position relative to neighboring exhibitors can greatly impact noise levels. Avoid areas near exhibitors with loud music, videos, or demos that could disrupt your booth. This info may be available from veteran company personnel or experienced exhibit design/production companies.

Additional factors impacting noise levels:

  • Conference Activities: Be aware of conference activities that may occur nearby. For example, if your booth is located near a stage, you may experience disruptions during keynote presentations or speeches.
  • Foot Traffic: Account for areas near main entrances, food & beverage stations, or other high traffic zones that may be noisy and distracting to visitors.
  • Acoustics: Some areas of the convention hall may have poor acoustics, making communication with visitors in your booth difficult. If possible, check the acoustics of the area before choosing it as your booth location.

If you have PR meetings or investor meetings, sound insulation materials for meeting rooms can provide a quiet space for internal and external meetings.

Cost and Availability

As with any competitive market, pricing is set by supply and demand. For popular shows like CeBIT and Mobile World Congress, prime spots are expensive but held for incumbent exhibitors up to 6 months pre-show. To expand space or change locations, contact organizers as early as possible to get on waitlists. Around 6 months out, they’ll advise of additional openings and pricing per show rate card.

As with any competitive market, pricing is set by supply and demand. For popular shows like CeBIT and Mobile World Congress, prime spots are expensive but held for incumbent exhibitors up to 6 months pre-show. To expand space or change locations, contact organizers as early as possible to get on waitlists. Around 6 months out, they’ll advise of additional openings and pricing per show rate card.

Keep in mind that 6 months for design, planning and production will be quite challenging, so selection of production company, concept development, and marketing materials should be initiated 8+ months before the exhibition.

In summary

choosing the right location for your company’s booth can make the difference between a successful or unsuccessful conference. By considering these criteria, you can ensure your booth is optimally located to attract potential customers and make a lasting impression. Unics Productions has gained an experience producing booths for international exhibitions. We would be delighted to assist with designing and producing your booth, from planning stages through managing the booth during the show and final dismantling & account settlement with organizers. Contact us!

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