One of the key factors in a successful Expo is attracting lots of ideal customers to your stand.Taking some time to carefully consider where you're going to position your stand in the hall or venue can have a huge impact on the overall success of the event.

If more people can see you, you increase your odds of having more productive conversations that lead to more business.

How do I Choose an Exhibition Stand Location?

Be near the entrance but not too near

You might be tempted to pick a stand right next to the entrance. After all, every attendee is going to see your stand as they walk in. However, entrances are the place where people are most likely to be distracted. They would have just entered the event and there will be lots to look at. There's a good chance they might walk right past you.

Instead, try choosing a stand that's close to the entrance but not directly next to it. This will provide the best mix of good traffic and people who are ready to engage.

Pick a stand on the right

There's lots of debate around which way attendees turn when they first enter an exhibition. It's generally considered that in the UK, the majority of people turn right.

You can use this knowledge to your advantage by picking a stand on the right-hand side of the venue. People are more likely to head in this direction on arrival and see your stand.

Look for stands in busier areas

When you're looking at the floor plan and trying to scope out a great location for your stand, look for areas that are likely to have the most traffic. These will be places like stands with multiple entry and exit points and stands in the centre of the arena. Other examples of high-traffic areas to consider are being near to VIP areas, crossroads, lounges or networking zones.

Avoid dead spots

The opposite consideration is to avoid any dead spots that may get much less traffic than other areas. Think far-flung corners of the venue or separate rooms located away from the main hall. These are the types of areas you want to avoid.

Consider food and toilet areas

The refreshments and toilet areas should definitely be a consideration in your stand planning. These areas will undoubtedly get high traffic but be careful that the queues, noise and general busyness doesn't distract people from your stand.

Don’t be too close to the stage

Almost every exhibition will have a stage where the keynote speeches are delivered. You would think this would be a prime location for your stand. However, noise levels are a very important factor to consider. You don't want the speeches from the stage to be so loud that you and your visitors can't have a decent conversation.

Find out where competitors and big brands are located

If possible, try and get some information on the other exhibitors before booking your stand. Being located next to the biggest names or event sponsors can be a big draw that gets your brand in front of a lot more people.

Likewise, try and discover where any of your competitors are situated. It might be preferable to choose a different part of the venue so you’re not directly competing every time someone walks by.

Tips for Securing the Best Exhibition Stand

Now you've got some great tips on what type of stand location you should be looking for. Here are some ideas on how to secure and prepare your stand to set you up for success.

Attend the previous year

One of the best ways of researching the best stand location is to see for yourself. If it's possible to attend the event as an attendee in advance, do so. You can see first-hand which are the best areas, like sections with high footfall or any places to avoid, such as dead zones.

Even if you can't attend that specific event, try and attend another exhibition at the same location.

Book in advance

To make sure that you get the best stand, it's important to book well in advance. Don't risk leaving it to the last minute and having to settle for a substandard location. If you’re unhappy with your location, try and negotiate with the event organiser. Consider paying more for a prime location.

Make your stand more attractive to visitors

Picking a great stand location isn’t the only factor in getting people to notice you and to come over and engage.

It’s also important to think about the stand itself.

Here are some questions to consider.

  • What type of stand layout is going to work best in the space?
  • Do you have bold and consistent branding across your stand?
  • Is there anything special or unique that your stand offers visitors to catch their eye?

If you need some creative ideas on how to offer a more unique and interactive stand experience to your visitors, make sure to check out our blog post on Digitising Your Expo Stand.

Review how successful your location was

After the event is over, make sure you include a review of your stand location as part of your event debrief. Be sure to apply any lessons learned to help you make a more informed decision for planning your next event.

 

For more helpful tips for exhibiting and event planning, visit ExpoBeacon Insights and news.