SPACE RELATIONS
 I realize that no booth location
is perfect, and there are conflicting theories about which areas of the show floor offer the most traffic. However, what are some important factors to consider when selecting a booth space?
 There aren't any undisputable rules about space selection. In fact, some people will tell you that the front of the hall is prime real estate, while others call this the "zoom zone," where attendees zoom past the exhibits on their way to other parts of the hall. And to complicate matters, each show has its own idiosyncrasies, including everything from the location of hospitality lounges and concession stands to attendee traffic-flow tendencies.
So a "perfect" booth space is probably a myth, and trying to find one is definitely a waste of time. However, there are several important, and far less subjective, factors to consider that will help you obtain the best space possible for your specific needs.
 Proximity to hall entrances and exits. Certainly, many theories exist about the importance of a front-and-center space as well as the actual direction in which most attendees traverse the exhibit hall. But no matter what theories you subscribe to, you need to understand three things: 1) where all of the hall's entrances and exits are located in relation to any space you might select, 2) where
attendees will be coming from and thus which entries they'll likely use, and
3) which doors will be unlocked and accessible during the show.
Merely checking the floor plan for "entrance" notations isn't enough. You need a clear understanding of how attendees will flow into and out of the hall at your particular show. For example, if you sign up for that front-and-center space thinking everyone will pass by your booth, the value of that real estate plummets if you later discover that most attendees slipped in a side door because of its close proximity to the general session that let out minutes before the exhibit hall opened. Or, perhaps the majority of attendees used one entrance because of its location near the shuttle-bus stop, or the nearby Starbucks.
So always query show management about entrances and exits as well as show-wide activities occurring immediately before and after hall hours. Without this knowledge, you might as well use the "throw a dart at the floor plan" strategy to select your space.
Location of competitors. While you shouldn't let your competitors dictate your exhibit-marketing strategy, you should at least ask show management where the "big guns" are located in relation to your proposed booth space, and if major competitors have any traffic-generating activities planned.
Again, there aren't any hard and fast guidelines dealing with your booth location and that of your competitors. But if your main competitor's booth will dwarf yours and its product displays will make yours look like chopped liver, you might not want an adjacent booth space. On the other hand, if your competitor is spending wads of cash for a Cirque du Soleil show to draw in hoards of attendees, you might be able to capitalize on its expenditure and lure some of those prospects next door for a peek at your products.
Main traffic aisles. Just as with entrances and exits, you can't solely rely on the show floor plan to identify main traffic aisles. You also need to consider what areas or offerings within the hall will likely draw traffic to and from their location regardless of the aisle designations.
For example, where are the concession stands located, and how will attendees traverse to and from them within the hall? Or, if a specific exhibitor always draws a crowd, perhaps via a giveaway or some form of in-booth entertainment, how will attendees proceed to and from that exhibit within the hall? Every show is different, but the idea is to consider what will be happening within the hall in regards to traffic - and to position your exhibit accordingly - rather than only relying on a flat piece of paper to make your decisions.
Columns and obstructions. When viewing the floor plan, be on the lookout for exhibit-hall obstructions, including everything from fire-hose cabinets to Internet network pods. While you might have identified a near-perfect space when it comes to traffic and the location of competitors,
a fire-hose cabinet or enormous support column can not only mar your exhibit aesthetics, it can be an expensive surprise during setup if you have to reconfigure your exhibit on site. And if you have overhead banners or hanging signage, consider ceiling obstacles, such as air ducts or ventilation units that might block attendees' view of them from aisles away.
Ceiling heights and floor levels. Ceiling heights can vary dramatically between exhibit halls and even within the same hall. Often, dotted lines on
a floor plan indicate a change in
ceiling height, and most of the time these variations have no impact on
exhibitors. But sometimes, a low ceiling may mean abnormal ceiling-height restrictions - or even that your entire header or upper deck will need to be removed to fit into the space.
The same is true of floor levels. Although rare, some convention facilities have varying floor heights. Since a raised floor ultimately changes the distance between the floor and the
ceiling, you may run into ceiling-height problems in these situations. So scan the floor plan for any indication of height differences, and ask show man-agement about related restrictions before you select your space.
Main versus ancillary halls. This sounds like a no-brainer, but you'd be surprised how many exhibitors forget to ask show management this simple question: Does the show encompass multiple exhibit halls, and if so, which one is the main hall? Also inquire about which products are typically grouped into each hall, and what type of promotional activities the show will use to drive traffic between all halls. Before you begin to select a space, make sure you're in the right hall, based on your product offerings, show regulations, expected traffic, etc.
Move-in sections/freight aisles. During setup, freight is typically moved into some sections of the show hall sooner than others, and if your booth space is near a freight door, your freight is often delivered last to make sure there's enough room for contractors to maneuver their moving equipment. So if you know your setup time will be tight, avoid freight aisles and select a section of the hall that is scheduled to be moved in first.
Configurations. As a final note,
always consider the benefits and drawbacks of the various types of booth spaces, including in-line, peninsula, and island. For example, if you have a 20-by-20-foot island property that you can also use as a 10-by-20-foot in-line, remember that in-lines may have more height or line-of-sight restrictions than island spaces; plus, in-lines often come with neighbors on both sides, and in your back yard. All configurations have their pros and cons, but it pays to be aware of them before you make your final selection.
So before you sign on the dotted line, make sure you've considered each of these factors and how they'll affect your ability to achieve your
exhibiting objectives. After all, you can have the best exhibiting strategy in the world, but an unexpected column or a neighboring competitor with the budget to outshine your best efforts can suck the wind from your sails and the ROI from your program.
- Dawn Cornell, senior vice president/strategic account executive, 3D Exhibits Inc., New Castle, DE
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