Ever been at a trade show when your event manager suddenly says, “Hey, can you pick our booth space for next year?” And your first thought is, “Wait…why me?” Followed quickly by, “Okay… any tips on how to choose a good spot?”
Then comes the classic response: “We want something near a main entrance, on a main aisle, ideally where foot traffic is heavy. You know the drill.”
Except, let’s be honest, we don’t always know the drill.
Still, you’re flattered to be trusted with the task. You march off to the show office at your company’s scheduled time, proud to represent your team. But after carving out hours from your booth duties, you find out your company doesn’t have the seniority or booth size to snag that dream location. And most of the prime spots? Already gone.
So now what?
Here’s the real drill: how to choose a booth location when Plan A is off the table, and how to make Plan B shine.
Of course, we all know what our dream locations would be:
- Near Entrances
- Main Aisles or Crossroads
- Near Food Courts or Lounges
- Close to Industry Giants
- Near Seminar Rooms or Stages
When prime booth locations are already claimed, here are some strategic alternatives to consider:
High-Traffic Secondary Areas:
- Near restrooms or water fountains (people naturally congregate here)
- Close to food courts or coffee stations where people linger (Also Plan A)
- Along main walkways between popular sections
- Near registration or information desks
End-of-Aisle Positions:
- Corner booths at row intersections get visibility from multiple directions
- End caps often have more space for displays and easier access
- Less crowded aisles can mean more quality time with visitors
Activity-Adjacent Spots:
- Near presentation stages or demo areas to capture overflow crowds (Also, Plan A)
- Close to charging stations or WiFi lounges
- By seating areas where people rest and browse materials
Strategic Considerations:
- Higher floor levels if it’s a multi-story venue (less crowded, easier navigation)
- Near complementary (not competing) businesses that attract your target audience
- Areas with better lighting or acoustic conditions
Smaller booth at WVC 2024 takes advantage of their vertical “air space”, creative lighting and an end cap location.
Alright, so you didn’t land that dream booth spot. Maybe you’re tucked in a quiet corner or stuck behind a pillar. No worries! This is your chance to level up your exhibit game and turn that underdog location into a magnet for attention.
Here’s where strategy kicks in: bold signage that grabs eyes from afar, lighting that makes your space pop, and graphics that tell your story instantly. Your booth staff? They’ve got to be on point: trained, energized, and ready to engage. When foot traffic isn’t guaranteed, you’ve got to create your own buzz.
Bottom line: location isn’t everything. Execution is.
Make Any Location Work:
- Invest in tall, eye-catching signage or banners
- Use interactive elements or demos to draw people over
- Offer something unique (charging station, giveaways, refreshments)
- Train staff to actively engage passersby rather than waiting passively
- Use professionally trained Brand Ambassadors who are excellent at stopping people in the aisles, greeting them in an unthreatening manner, scanning badges and making introductions to the appropriate internal staff
- Execute robust pre-show and at-show promotions using email campaigns, landing pages, and social media.
Sometimes a “secondary” location with the right strategy can outperform premium spots that rely solely on foot traffic.
The Entegra booth’s selfie station offered fun engagement and stylish design in a compact space at the back of the hall.
Conclusion
In a perfect world, picking your booth location would be a strategic move that lines up with your overall trade show goals. Chasing leads? Aim for those high-traffic spots. Want to show off thought leadership? Get near the keynote stage or panel areas. Ready to close deals on the spot? Semi-private lounges or executive zones might be your sweet spot. And if it’s all about brand awareness, the main aisles and heavily traveled areas are where you’ll shine.
But let’s be real – when it comes to booth selection, it’s rarely that perfect. That’s why it pays to have a Plan B. The good news? No matter where you land, you can still crush it with smart planning, clear goals, great booth design, solid team training, pre-show promotion, and engagement tactics that bring the show to the trade show. Done right, your booth can still deliver an awesome and rewarding experience.
Next time you’re tasked with choosing booth location, don’t ask why me? Ask why not me? Because even if you’re stuck with a less-than-perfect booth location, you can still impress your boss by crafting a smart Plan B and using savvy strategies to turn any spot into a success. It’s not about where you are – it’s about how you show up.
C.C. Carr, Event Staffing and Contributing Writer
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