In recent posts we’ve shared some tips and insider secrets to finding your ideal booth location. But given the size and level of interest in some shows, you may find someone else has booked the space you want. What if you find yourself in a less than ideal location on the exhibit floor? What to do? Don’t lose hope. Even if your ideal space has already been taken, you can still have a successful trade show. Studies by market research firm Exhibit Surveys Inc. have demonstrated that effective pre-show and on-site marketing can draw a steady flow of qualified visitors to your booth and outweigh a less than ideal location on the exhibit floor.

In addition to traffic building programs, here are other tips from Exhibitor Magazine that can salvage your trade show investment. If all the good spaces are taken, ask the person in charge of booth sales to ‘cut space.’ The show organizer can re-section a group of in-line exhibits into an island or peninsula, for example, or two smaller islands can be joined to make one larger island.  Just because you don’t see it on the floor plans doesn’t mean show management can’t draw it in.

Another option is wait listing. You can tentatively contract for a space you don’t love, but could live with, and then note on your contract that you want to be wait listed for space of a specific size or configuration. You’ll then have the option to switch if and when it becomes available.

As you can see from this series, selecting a booth location is one of many decisions that will greatly impact whether you show is a success or not. If you would like to tap our expert guidance for your next show, contact Barbara Stroup for a custom consultation.