Location, Location, Location – Do’s and Don’ts Posted on: November 9, 2017 by Gemma Russo Selecting the best location for your exhibition stand Picture the scene. The day of your exhibition has arrived. You’ve thought of every painstaking detail, created the most eye-catching stand, baked branded brownies and employed all singing, all jazz hands, all cartwheeling staff. And yet, despite your efforts, your exhibition stand is attracting little or no visitors. Sound familiar? In the famous words of Kirsty and Phil: it’s all about location, location, location. It’s something that is often overlooked, but the whereabouts of your display can be significant to your success at an exhibition. You may have considered the smallest details but, if you’re not in the right location, your work will be fruitless. Ultimately, it could mean the difference between whether or not you see a return on investment. Read on to discover our do’s and don’ts for choosing an exhibition stand location. Research is key DO: Research the event and venue in advance. Ask yourself some of the following questions: – Which spots are likely to give you the best return and which have in the past? – Is a floor plan available? This will help you considerably as you’ll be able to see where the entrances are, for example. You can gauge where you’re likely to be easily spotted. – Perhaps you know people who have had a stand there before? Talk to them. What was their experience of the venue? Where do attendees tend to go first? Entrance/exit DO: Take advantage of this area. DON’T: Set up too close though. You risk being overlooked during very busy periods. Food courts, lounge areas and toilets DO: Try to situate yourself near these areas. When attendees leave them, they are likely to be more relaxed which means they’ll probably have a look at your display. This could turn into leads. DON’T: Pick the spot right next to these areas though. You risk being hidden by the crowds at peak times. Talks and displays DO: Try and get a space along the same aisle as a seminar or demonstration. You’ll likely get a lot of traffic just after as attendees make their way back. DON’T: Set up too close to the seminar rooms. You’ll be fighting to be seen through the crowd and heard over the speakers. End of the aisle DO: These spaces have a lot of traffic passing through them meaning that your leads could increase considerably if you choose this spot. They also tend to be more open allowing attendees to walk right in. DON’T: Others have said that this spot is bad for business as it usually sits on a cross aisle. Will attendees notice you as they try to make their way to the other side of the exhibition hall? Competition DO: Keep close to your competitors. You can expect a lot of traffic from prospective clients who want to find the best offer. You can also gain some intel on how competitors are progressing and what they’re doing to get clients, for example. DON’T: Get too close though. You run the risk of losing out to a competitor if you‘re in the stand next door. Dominant exhibitors & Competitors DO: Keep close to your competitors and to dominant exhibitors. With competitors you can expect a lot of traffic from prospective clients on the hunt for the best offer. You can also gain some intel on how competitors are progressing and what they’re doing to get clients. Dominant exhibitors are those that receive plenty of traffic year in, year out. Identify who they are and find a spot near them to receive more traffic (and hopefully more leads)! DON’T: Get too close to competitors. Your run the risk of losing out if you’re in the stand next door. Similarly, avoid dominant exhibitors if your stand is very quiet or will be holding a demonstration, for example. Too much noise and traffic could completely distract people from your stand and what you’re doing. Both could lose you clients rather than gain you some. Corners DO: A corner stand could work if your display is eye catching and you already have a large following. DON’T: Corners are risky though. There’s a big chance that you’ll be overlooked rather than receive a lot of attention, no matter how bold your display is. Have you ever exhibited in one of the above locations? How did it go? Please leave a comment below, we’d love to hear about your experience.