EANIE MEANIE MINEE MOE
SCIENCE OF STAND CHOICE
Stand selection can seem random sometimes. Some exhibitors are flexible in their views, while others have very set opinions on what represents the best location.
I will look at what dictates location choices and what you may want to consider.
There is no right or wrong to the choice, and sometimes it is influenced by what stage you book a space and what is available.
Working on the assumption that you have a choice here are some points to consider:
BUDGET
Choice will be determined by the budget you have, as normally the smaller stands are located around the edge (this varies on the size and style of exhibition).
OBJECTIVES
The second consideration is your overall objectives, which may see you wanting to be located next to another similar exhibit (complementary or competitive company), or in the same area of companies with items that complement your products.
TRAFFIC
Another important consideration. In Australia, most visitors (90%) will enter and turn LEFT. Some companies want to be at the front doors (to assert industry positioning as leader or the biggest), while for others it is as simple as being seen first and last. I think when people enter the building they are generally consumed with the overall activity, lighting, colour and noise. It takes a while for visitors to settle down, we have all heard people saying “I won’t spend anything yet, let’s have a look around”.
FEATURE DISPLAYS
Attractions can be a double-edged sword. Being next to a stage, seminar or feature may draw a lot of people to that location, but equally the feature may distract them from your stand as well. The pros and cons for your business need to be weighed up.
TECHNICAL REQUIREMENTS
Consider specific needs. Rigging, technical services, water/waste are quite often only available in certain locations. if you require these services this will dictate the locations you can choose from. Also, if you have bulky goods you may need to be near the loading dock.
CREATE ILLUSIONS
My view is frontage is everything. Look at how you can achieve this by minimising the depth (unless you have something that requires depth). As an example, most plans work on a 3×3 multiple; see if you can secure a 5×2 as for virtually the same cost you achieve additional frontage.
FLEXIBILITY
There are four stand choices: island (open all 4 sides), peninsula (open on 3 sides), corner (open on 2 sides), and inline (wall on three sides). Depending on your display, pick a configuration that is flexible and can evolve if it needs to. If you have a custom built stand this will also need to be considered.
ASK QUESTIONS
Consider where your competitors are, but also look at the location of companies that complement your product/service. Ask organisers for their input. Select a space that best relates to your business.
IN A NUT SHELL:
TODAY to help my business succeed I will…
- Talk to exhibition sales staff for advice about making the best of my stand location
