Rock Paper Scissors

Event real estate can be priced like Monopoly® properties. How can you land on the right location? Is there a perfect spot? Do you want to be on the end of the row near the entrance? Does the corner booth see more traffic? You’ll need to weigh the investment against the opportunity.

Volunteering for my local chamber helped me get a great location. Unassigned, contiguous space gave extra storage for supplies and a kind of backroom area for private conversations and breaks.

Try setting up next to a friend or complementary business partner and use the combined space to maximize visual impact for both businesses. I witnessed two exhibitors build walls using their product that funneled show traffic from one booth to the other.

No show can promise that your ICA will make an appearance although a larger show with high traffic might increase your odds. You could market to that segment prior to the show and pre-book appointments for interested parties. Perhaps you might provide an incentive for passers-by such as free snacks or cold water on a hot day.

Festival type events might offer indoor exhibit space as well as outdoor spots. Outside can present sensory overload for an attendee. The aisles become a sea of blue and white tents with lots of distractions. Perhaps you have unique signage with larger fonts or a branded tent? Indoor events like bridal shows can be challenging for conversations. Check the Farmer’s Almanac for weather forecasts and Community Calendars for multiple events on the same days.

How large should your booth be? Remember your smile and positive attitude take up no space at all.

Get to work!