Summer
equals holiday time for most…with crowds of people vying for the best spot on
the beach to lay out their towel and relax.
Did you
know that finding the best space for your stand at a trade event is just as
important? OK, so you won’t return to
the office with seashells and a golden tan, but if you get your stand positioning
right, you can bet you’ll end the event feeling revived from all that
business-boosting activity, not to mention raring to follow up on reams of new
contacts.
The
great news is, it’s not hard to ensure you’re in the best place at your next
event. Most show organisers will allow
you to choose your ideal location…and if it’s not clear, all you have to do is ask.
To help
get you started, we’ve come up with a few more top tips – based on our
dedicated expertise helping clients from a wide array of industries – to ensure
your stand is seen by all the right people at your next exhibition!
Study the floorplan
well
It’s
such an obvious point, but you’d be surprised how often people don’t check their stand positioning,
assuming that the cost of the event means they’ll automatically get a great
spot (newsflash: it doesn’t!).
If you
can, check the plans for previous events held at the venue too, including where
the entrance is, so you can see where footfall is naturally likely to
flow. Then…
…get yourself a great vantage
point!
Not only
will you be able to see visitors coming (and arm yourself with that
all-important smile well in advance!), but you’ll also be able to angle your
branding to its very best, brightest and friendliest effect.
Don’t
forget that while positioning yourself close to the entrance means visitors
will find it hard to miss you, the entrance area is also often the most hectic
and crowded place, with clusters of people jostling to get past and into the
main event areas.
Look for interesting
neighbours
Your
event neighbours will impact you, so make sure you know who they are. Contrary to often imagined belief,
positioning yourself near a high-profile industry leader could actually
increase the chances of bringing visitors to your own stand. A neighbour who offers products or services
that complement your own is also a good bet.
While
industry groupings can be hugely beneficial, bear in mind that it may be a lot
harder for you to stand out in the crowd.
Some visitors might also feel overwhelmed, or put off from approaching a
glut of stands all offering largely the same thing.
Consider popular event areas…
…such as
coffee stands, or food courts. These
sections will always be well-visited, and if you’ve got a stand that features tech
or additional entertainment (or even slices of tasty home-made cake), you’re
likely to attract a lot more attention as people enjoy their well-earned
breaks!
Take account of your event
objectives
Your
stand positioning needs might change depending on what you most want to get out
of your event. Whom do you want to
attract, and what do you want to achieve once you’ve got their attention?
If you
need your stand itself to make a big splash, then heading for popular, buzzy
areas should bring the right level of attention. However, if you’re holding pre-agreed
meetings on your stand, or you’re looking to engage people in detailed
conversations, then you’ll benefit a lot more from a quieter corner.
Hopefully
by now we’ve managed to convince you that event stand placement is just as
essential as holiday beach positioning!
So if you’re looking for even more insider information on where to place
your stand, or how to showcase it to its best effect once you’re there, our
friendly and professional team is always on hand to help. Simply contact us (here).
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