Over the weekend, I spent time at the Mind, Body and Spirit expo in Melbourne. I was there to work with a client of mine and also to check what others were doing at the Trade Show.
I was chatting with a booth holder who had a large corner booth right near the food area (which was next to the toilets). They took that booth because it was at the far end of the room away from the exits. They learnt last year that too close to the exit/entrance means that people rush past you in the excitement to get in or the desire to get out.
What they were finding this year was rather than the access to the crowds that were dining that they expected, that they got ignored completely! They thought it was just like being near the entrance. People either were in a rush to go to the toilet or were having a rest and something to eat so had zoned out of the show completely. They just wanted to sit and rest.
So based on their experience and one what I have found over time, here are a few tips on booth location:
- Not next the toliet/dining area
- Not next to the entrance/exit
- Be wary of aisle ends – while they have two sides, people are sometimes so focussed on getting to the next aisle that they miss you
- Try to get 1/3 to 1/2 aisle away from the entrance, by the time the patron gets to you they will be ready to buy/ask questions. They first 1/3 to 1/2 is just “getting the feel”.
Because you are investing significant time, effort and resources into your Trade Show, you want to get the best location you can!