It’s finally here—trade show day! You and your team are ready to impress and showcase your brand, but as the event continues, you notice your booth barely catches any attention. Why? This is the unfortunate situation of poorly positioned exhibition stands—where the flow of foot traffic can make or break your success.
So what is the key to capturing attention and gathering a crowd? Location, location, location! Where you position exhibition displays is everything, since a carefully selected spot can elevate your visibility, enhance target audience engagement, and provide a substantial return on your investment.
In this blog, we’ll discover various locations for exhibition stands and how they can help your displays stand out and meet your trade show marketing goals.
Prime Spot by the Entrance
First impressions mean everything, and there is no better place to set the tone for your exhibition stand than at an entrance. Attendees walk in excited about the event, then right as they enter the trade show centre, your booth greets them. Being in this location also means your display will be one of the last exhibits they pass when they exit back out the door, so you will make both the first and final impact on visitors.
However, before you daydream at the prospect of a prime spot for custom exhibition stands, keep in mind that these trade show spaces often come with a higher price tag. Make sure it’s worth your investment by having an inviting booth concept and layout with quality graphics, banners, and signage that can actually stop traffic and convey, “Come and see us for a great experience!”
Corner Advantage
While some may think corners tend to be overlooked, they are another ideal spot for exhibition displays. A corner booth boasts double visibility from two aisles, meaning double foot traffic. It’s like occupying two spots for the price of one!
With that advantage, be sure your exhibition stand design will make full use of the additional exposure. Whether dramatic pull-up banners or eye-catching displays, ensure your stand elements capture attention from both ways, so guests have something well worth stopping for.
Strategic Crossroad Placement
Crossroads are busy intersections that are gold mines for foot traffic. When you position your exhibition display stand in such locations, it means you can catch attendees from multiple directions—like being the event centrepiece without needing a flashy title.
For this type of spot, having an open layout is the trick to accommodate the natural flow of people. Your exhibition designer should know that the more unobstructed your space is, the more approachable your booth appears. With this, attendees will likely stop and be intrigued to discover what your business offers.
Close to the Action: Cafés, Restrooms, and Key Events
Trade shows are hectic, and right in the middle of the action, people will need a coffee or bathroom break. That’s why placing your custom exhibition stands close to cafés, restrooms, and other bustling amenities where people naturally go is a strategic approach. These locations experience a constant stream of attendees, so if your booth is nearby, you’ll reap the rewards of the foot traffic surge.
On the other hand, these busy areas are jammed and noisy, so keep in mind that standing out is still key. Make your exhibition displays a stop shop for attendees with bright-coloured pull-up banners, interactivity, and a friendly, professional team ready to engage passersby.
Nearby Competitors
Remember the quote, “Keep your friends close and your enemies closer?” This is also applicable when it comes to positioning your trade show stands. While this strategy may seem intimidating and risky at first, it can work to your benefit. Most potential customers consider their choices, so if they are interested in what your competitors have to offer, there’s a good chance they will explore your brand as well if you’re nearby.
This will be a successful tactic if you effectively highlight what sets you apart from the rest. Make it the focal point of your exhibition stand design and concept, and attendees will surely be curious and put you at an advantage against your competitors.
Next to Big-Name Brands
If you can’t be a star of the show, leverage the presence of the headliners’ custom exhibition displays. When exhibiting in prominent trade show events, positioning your booth beside big-name brands is advisable to reap the rewards of the larger target audience they organically appeal to. It’s like standing next to the cool kids in school—you’ll get noticed by mere association.
But of course, make sure not just simply to blend in. Align your branding with the professionalism of the industry giants nearby or surrounding you by ensuring your exhibition stand appears polished and in harmony with them. Also, consider offering exclusive deals or services at the event that attendees can’t resist, such as a limited-time opportunity to order online or book services directly from your booth. This is your chance to demonstrate that your company can rise to the level of the elites.
Final Thoughts: Elevate Your Trade Show Presence with an Engaging Exhibition Stand
The location of your exhibition displays is more than just a dot in the event’s floor plan; it’s one of the most important factors determining your booth’s foot traffic. Whatever your goal in participating at trade shows, remember that location is key to making your experience successful.
Want a stand that captivates in events? Team up with us, a professional exhibition stand builder, to create a quality booth that draws a crowd at any event. We can make the whole process easy for you, from planning and design to construction and installation. Let’s turn your vision for exhibition displays into a reality!