As you plan your upcoming trade shows, you might want to take a long look at the size of your booth space. How much space do you rent? And how much do you actually need in order to make an impression? That is not to say that you should necessarily rent a larger or smaller booth space. You do, however, want to rent the right size booth space.
When it comes to trade shows and events, bigger isn’t always better. Sure a 10,000 square-foot exhibit is pretty impressive, but do you really need that much space to make your brand stand out and to reach your target audience? Here are four ways in which a smaller space can make the same or better impact.
We all know how expensive it is to exhibit. When you don’t use your entire marketing budget on a gigantic booth space, you have more opportunity to reach and market effectively to your target audience. Think of pre-show mailers, email campaigns, at-show promotions, hospitality events, and more. These marketing initiatives can take your message and brand beyond the show and help turn more prospects into customers.
Large exhibit space can often be intimidating. You have certainly walked the floors of the larger convention centers and seen some pretty massive exhibits. What was probably intended to be open and airy tends to come off more like wasted space, an empty ghost town. The visitor can feel lost and may have to search for a booth staffer to talk to. Worse, people stop there to get their bearings and are not interested in the exhibitor or their product. Why pay for uninterested attendees to have a place to loiter?
When you exhibit at a show, your key goal is most likely to generate quality leads from targeted prospects. Sometimes having a smaller space allows for a more intimate conversation, better interaction, and private demonstration of what you have to show. Large group demos are often good to communicate with a lot of people at once, but how many of those people do you approach– or approach you– afterward to discuss it further? Sometimes a smaller audience is better.
Just because 50,000 people attended the show last year, don’t assume that 50,000 or more will be there this year. Get the show organizers to run the numbers for you: number of attendees and total square footage this year (projected) versus last year (actual), and make your decision accordingly. Granted, you get a better rate the earlier you commit to your booth space, but show organizers are usually willing to let you change the size of your space in advance of the show, especially if you have exhibited there before. You can take it further and use the data to determine which of the attendees are targeted prospects for you.
So, when you are designing your next exhibit or choosing your exhibit space, factor in the other ways you can generate success and market your brand without spending your entire show budget on floor space. Some of these other efforts can pay off more in the long run and allow you a more intimate engagement with your audience.
How do you stand out on the show floor?
What are YOUR thoughts on all this? We’d like to hear your comments!
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