Posted by Alexis Exhibits on Thu, Mar 04, 2010
In a grocery store or other retail shops, it is very desirable to have your product placed on an "end cap" (the very end of an aisle). This position provides a great deal more traffic, keeps you from being right next to your competition, and has been proven to increase sales.
Many marketing managers take this experience in retail and put it to use in selecting exhibit space at a trade show, choosing "end cap" spaces, or "peninsula booths" in trade show jargon. This is not always a wise decision. If you look closely at the floor plan of a trade show, you'll see that the vast majority of these spaces face cross aisles. Most cross aisles are not a great choice for traffic. Attendees typically use cross aisles to get from one main aisle to another, which means they are looking towards their destination and may completely miss your display.
Another consideration is the display restrictions that apply to peninsula booths. Most of these spaces are 20' x 20'. Standard tradeshow booth space rules provide for a 5' line of sight area along main aisles. This means that you cannot install displays over waist high within 5 feet of an aisle that is adjacent to another exhibit. In the case of a peninsula booth, you will lose about a quarter of your exhibit space because of this restriction. This needs to be considered as you design your booth and may mean that you will be unable to use some or all of your existing display.
The best thing to do is to carefully review the tradeshow rules before selecting an exhibit space. In my experience, you should select a space based on where you think you'll get the most traffic, and while it might, the end cap doesn't always come out on top.
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Posted by Alexis Exhibits on Tue, Jan 26, 2010
All companies that exhibit at tradeshows want their name to be the most prominent in the convention center. At large shows with hundreds of exhibits this is obviously not possible. When you walk in to the exhibit hall, you are confronted with sea of visual clutter. So what is the correct approach to signage in your booth? Consider this:
Exhibit signage breaks down into 3 basic categories, long, medium and short range graphics. Each of these categories serves a practical purpose.
Long range graphics
These are most often corporate identification graphics. In island or peninsula displays, they can be large signs that are placed at the maximum height allowed by the show. They are sometimes suspended from the convention center ceiling (where permitted) or can be supported from the floor on tall columns. The purpose of long range graphics is to allow visitors to locate your exhibit from the entrance of the hall or at least from several aisles away. Most companies want these signs to be as large as possible so they can’t be too big. When every exhibit has these large signs, they lose their effectiveness. Sometimes adding lighting or rotating the signs will add interest. These types of signs are generally not permitted in backwall displays.
Medium range graphics
As visitors get closer to your exhibit, it is important to show them who you are and what you do. From 20 feet away from an island booth, the visitor would need to look straight up to read your large overhead sign so medium range graphics should include your corporate identification. Individual product names and informative tag lines are appropriate at this level. In smaller displays, medium range graphics are the only corporate identification and should clearly state who you are and what you do. Medium range graphics should be large enough to be read from a reasonable distance but not too large to interfere with the exhibit design. They should be positioned at or just above eye level.
Short range graphics
Signs of this nature include any graphic that can only be read while standing in or very near the display. They usually include product or brand identification signs and can include more detailed information since you are conveying information to interested attendees not trying to lure them to your display. Features, benefits, specifications and installation examples are perfect for short range graphics. These signs do not need to be very large and should be placed just below eye level for ease of view.
While these are very basic guidelines, they will result in well designed, effective and cost effective exhibits. Need a unique and effective tradeshow booth idea? We can help you create a custom trade show exhibit that creates a buzz about your brand and increases your booth traffic, all within your budget.
Posted by Alexis Exhibits on Fri, Jan 22, 2010
Establish Goals and a Strategic Plan Before the Trade Show
I believe that the best way to choose a spot is to take the time to study the likely behavior of the attendees. At medical shows, there are normally a large number of educational sessions and the path that the attendees will follow will be into the exhibit hall directly from the meeting rooms.
Certain other attractions for attendees are worth considering, if there are large dominant exhibitors in the show it may pay off to be close to these booths. Close proximity to catering, lounge areas, restrooms or association booths could also be considerations.
Marketing executives, who have experience in retail, often opt for “end cap” or peninsula booths. These spaces normally have very restrictive rules pertaining to exhibit design that can turn out to be a disadvantage. Sometimes high volume traffic is undesirable. Too many “tire kickers” can distract the booth staff and allow the real prospects to get away.
I have read about a study conducted at a major national show where RFID sensors were placed in the badges of attendees so that traffic patterns and time studies could be analyzed. The area that got the most traffic and held the exhibitors for the longest time was an area just right of center and just a little farther than halfway into the exhibit hall.
In summary, there is no one answer to picking the right spot. You need to establish goals and a strategic plan and then carefully study the entire show /convention schedule to maximize your return.
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