Everyone has their own reasons for believing that a certain location might be better (by the entrance! To the right of the main door! By the bathrooms!) but most are based solely on anecdotal evidence; the worst kind.
In the years I’ve been working with trade shows I’ve had the time and opportunity to evaluate how a booth’s location impacts the success or failure of a company.
The conclusion(s) we’ve come to are:
- There’s zero correlation between location and memorability.
- If the correlation is not zero, its impact is vastly overshadowed by other factors.
Simply put: location is one of the least important elements that affect how successful your trade show appearance will be.
What are the most important, then?
- Do more marketing before the show to the right potential clients so they know (and want) to come see you.
- Integrate your booth number and location more tightly into your pre-show marketing.
- Make sure that all relevant pre-show marketing efforts include a map of your location (with your spot clearly marked) to make it as easy for people to find you.
- Make your booth as visually attractive and inviting as possible.
- Make the most out of everybody who walks by with a trained professional who is an expert at drawing crowds in a fun, memorable, and positive way. (That’s our speciality!)
If you still believe that one location is better than the other, give us a call. We’ll help you make the most out of where you are, and demonstrate that proper in-booth engagement strategies can make a far bigger impact on the success of your trade show appearance.
