When you’re planning for the upcoming year of trade shows, it’s important to remember that the location of your booth at trade shows can be key to getting the maximum amount of traffic. Lots of traffic can equate to a higher number of qualified sales leads, which you need to justify the expense of attending these shows.

The first step is to plan for the trade show early. When you book early, you’ll have more options to choose from for your booth location. If you wait until the last minute, you’ll be limited to choosing from whatever booth spots are not sold. The only plus of waiting: you might be able to find out in advance who your neighboring exhibitors will be. If a show doesn’t sell out, by booking later, the show organizers might offer that accompanying booth—if vacant—for free or for a greatly reduced price just to fill it.

If a particular show is a success for you, sign up and reserve your spot for the following year’s event while at the event or shortly thereafter, which might get you a better location and better deal too. Keep in mind that if you are a returning exhibitor, the event management’s sales folks want you back. Use this as a bargaining chip in your negotiations for next year’s booth rate and location.

So what are the prime locations when choosing your booth location? Let’s take a look at a few of the primo spots that exhibitors crave.

Close to the exit from the restrooms. You might balk at getting seated near the restroom at a restaurant, but tradeshows are an exception. Everyone eventually has to go to the bathroom and as they leave, they are often in strolling mode and more likely to stop.

Adjacent to food kiosks and/or Internet cafes. Be the first booth they see after they grab that cup of coffee, eat that bagel or check their email. Once their hunger is sated or their caffeine withdrawal has ebbed, they will be ready to give you their full, undivided attention.

Close to the entrance/exit of the exhibit hall. It’s guaranteed that everyone will have to walk by your booth multiple times a day. Be the first booth they see when they enter the hall, before they are worn out from hours of schlepping up and down the aisles.

End of aisles or on back walls. People often look to see how long aisles are and stop to get their bearings before they embark down an aisle. Seize this opportunity to grab their attention.