Exhibit Management Article #2 
by Dell Deaton
 

 

Feature article—
"Rightsizing Your Booth Depends on Individual Exhibitor Requirements"

Image: First page of this article as originally published in "Blueprints"How do companies decide on square footage for contracted space? Some have suggested there might be a formula. Others simply look to what they did last time. For many, it’s a gut feeling.

Rightsizing can be based on a number of factors, balancing the specific needs of individual show and exhibitor. Before making your next selection, ask the following questions.

1. How many square feet...

...is the total show? One stand size does not fit all: A modest presentation at a mega-show might come across as excessive at a regional event.

2. What is your desired...

...industry position? The leader may want to appear large and dominating, but the supplier marketing an image of efficiency and economy might select a smaller space.

3. Will your products be...

...well known at this event? If they are novel, you may need to show a large number of them to educate your audience on their function and application benefits. Your booth may need to accommodate big equipment if a mere graphic or video will not do.

4. What size booths...

...have your competitors contracted for?

5. Which is more important to you...

...Size or location? In the current environment of selection priorities, when it is your turn to choose you may have to decide between a smaller space in “prime” location and a larger space elsewhere.

6. Will a location front and center...

...be a detriment to your presentation? If your product is large compared to others at the show (say you sell trucks), you may want a space that is set back, giving visitors a full view of your product as they enter the narrow doors of the hall.

7. Do you plan...

...a product demonstration? If it is likely to draw large crowds, many organizers will require spectators to be within your booth space — not blocking the aisles. Management may be less sticky about remote locations off of “dead” aisles (but now you’ll have to do a better job of drawing attendees to your stand).

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