SPACE SELECTION
 We've been exhibiting at small regional shows, and space selection has always been on a first-come first-serve basis. However, we're starting to branch out into bigger shows and booths, and some shows use a priority-points system for space selection. How does this point system work, and how can I assure I get the best space possible for my booth?
 Simply put, a priority-points system is a way of organizing the space-selection process and rewarding long-term exhibitors with first dibs at space selection. Most major shows use this type of system, which allows exhibitors to accrue points based on the number of years they have been exhibiting and the size of space they've taken.
Exhibitors can also be awarded points for other factors such as association membership, the amount or frequency of sponsorship or advertising purchases, donations to foundations, providing educational content at the show, and participation in other related shows. Come space-selection time, exhibitors that have amassed the most points get first choice of the available real estate. Sometimes, this priority-points system is also used to assign show-related meeting rooms, hospitality suites, and even hotel rooms offered by hotels or venues under contract by show management.
If you're exhibiting for the first time at a show using a priority-points system, you're probably at the bottom of the heap, and you'll be among the last exhibitors to select your booth space. However, there are several things you can do to make sure you're amassing the maximum number of points available and thus, getting the best space you can in the future. Here are six ways to maximize your potential.
 Know the points system. Each show develops its own points system, which means each system is a little different. So before you can master the system and move up the points ladder, you need to understand how it works. Prior to signing your first space contract, ask show management for a detailed explanation of its points system and for suggestions of how you can accelerate your points accrual. For example, you might be able to significantly increase your points by purchasing a slightly larger space, participating in a related show, or purchasing a sponsorship or advertising in the show daily. A relatively small investment might equate to a huge jump in points - and a much better booth space in the exhibit hall.
Don't skip a year. Points systems usually reward loyalty and longevity. So if you don't purchase space regularly or any of your association memberships lapse, the rate at which you accumulate points might decrease dramatically. Plus, accrued points are sometimes lost if you opt out of the show for a single year. Granted, you shouldn't be exhibiting at a show just to rack up points, but before you nix an event from your calendar, consider what your decision will do to your priority points and future space-selection opportunities, should your company choose to exhibit at that show in the future.
Accumulate bonus points. Some shows have innovative bonus-point opportunities that, while public knowledge, might not be heavily publicized. For example, some shows provide bonus points for updating your company profile in the show's online directory prior to certain deadlines, participating in exhibit-advisory sessions, completing post-show surveys, and using the official room block or housing contractor for the show.
Submit paperwork immediately. The bottom of the totem pole is packed with exhibitors that have amassed similar if not identical point totals. Any point ties are usually broken by the date the paperwork is received. So if exhibitor A and exhibitor B both have 100 points, whichever one gets its space-selection paperwork to show management first gets to choose its space first.
Ask about unique circumstances. If your company or exhibit is going through any changes, such as a merger or acquisition, ask show management about how these changes will affect your point totals. For example, if your company has merged with another company that also exhibited at the last show, will your point totals be averaged or combined? Will the larger point total be used for both companies?
Follow the rules. Most exhibitors are focused on earning as many points as possible. However, many shows have policies that take away points for violations such as dismantling your booth before the show closes or using a rented attendee list more than once. Again, make sure you understand all of the point-systems' policies.
While these tips will certainly increase your chances of earning the most points you can and will help you secure the best space possible, you still might not get the exact space you want. If you're unhappy with your booth space and/or location on the show floor, ask show management to place you on the upgrade waiting list. If an exhibitor cancels before the show, you might be able to scoop up its primo space despite your low point total.
And as always, carefully monitor each show's exhibitor bulletins and correspondence, where important deadlines and tips for gaining more points are often highlighted. With a bit of patience, diligence, and luck, you'll be climbing the priority-points ladder in no time.
- David Lutz, managing director, Velvet Chainsaw Consulting, Aurora, OH
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