The three most important things about real estate can be applied to the location on the trade show floor. All things being equal, conventioneers will always choice the booth with the best location. The best positions on the floor are arguable, whether it is near the front door or the place where the largest contributors to the show may be.
In most circumstance you have some control over where the booth is located is placed by registering early and/or paying additional fees for a higher profile area.
Since most people in the convention arena can’t seem to agree on the best locations, there seems to be a consensus as to the worst locations on the floor. The following are five of the locations that you should try to avoid at any trade show or convention.
Dead-End Aisles
The far depths of any convention can be a lonely place for conventioneers and traffic. Located far away from the front door and away from the conventions biggest hitters, driving traffic to your booth can be a challenge, one that is usually extremely difficult.
Loading Docks/Receiving Doors
Loading docks and receiving doors usually make for a tough location for a booth. The loading and unloading of displays, booths and trade show materials can create a lot of unwanted noise. Also loading docks and receiving doors can also create drafty conditions, making it uncomfortable for you and any visitors to the booth.
Restrooms
At first being located near a restroom may seem like a beneficial way to generate traffic to your booth, since people will undoubtedly visit these areas at one point during the show. However, it will do little to create interest in your product because people who are in search of restrooms have one thing in mind and will most likely ignore your booth, even when leaving these areas.
Obstacles
Obstacles on the floor can range from water pipes, fire equipment, pillars and columns. These will not only block traffic from being able to possibly visit your booth, but will also create visual blocks to those people who may be scanning the convention floor from a distance.
Adjacent To Stages
Being located nearby a stage or other area where presentations are being made can be deadly. When these areas or being used people’s attention are focused solely on the stage and usually not the surrounding areas. When these areas aren’t being used, traffic is usually very low. Having a location like this can be beneficial when you sponsor or participate in the show itself, since people will hear about your product and can visit your booth instantly. Stages and presentations tend to create noise and possibly making it tough to attract an audience.
If you happen to be located in one of these areas try talking to the show or floor manager to see if there are other spaces on the floor that are available. If there are no available locations try to make the best of it, by using the obstacles, avoidance and distractions to your advantage.
