Exhibition Tip of the Week #2: Space selection

Once you’ve targeted the right exhibitions, now you can space them out. Space selection at an exhibition is a very important factor in the tender process. The following are key factors that must be considered:

1. Study the floor plan of the targeted exhibition - Get a good understanding of the overall exhibition size and the stand space there is on offer. Remember when selecting your space to factor in that stand space is generally allocated based on past participation at a show and seniority. It is also essential to balance the decision to stand out from the crowd with keeping within your allocated budget.

2. Location, Location, Location - When selecting the best location for your stand you must consider proximity to the focal points of the exhibition. Determine whether you want to be near the front, middle or back of the exhibition. Other focal points to consider include proximity to major attractions such as meeting areas and seminars, high traffic routes; stairs, escalators and elevators; entrance and exit points; your competitors, bathrooms; and power and plumbing sources.  

3. Avoid obstructions - that may restrict the attractiveness of your exhibition stand, as best as possible. Obstructions to consider include large pillars; low traffic routes; uneven surfaces; low ceilings and other height restrictions; poorly lit areas; and other ‘black spots’ that may exist in the exhibition venue.

It is always a good idea to do a site inspection of the venue beforehand to establish these focal points and possible obstructions.  This will help you assess where you want to be located and the overall logistics of your bump in and bump out. 

Selecting the right stand size and location is important but ultimately it is how you leverage it to make it work best for you that is most important.