How do you choose the right location for your exhibition stand?
A successful exhibition presence begins before the stand is designed. Its location on the exhibition floor also plays a major role in visibility, visitor numbers and the overall result of your participation.
When you register for an exhibition, you will usually receive a floor plan showing the available stand locations. But how do you decide which location is right for you? Below, we share several practical points to consider when choosing a suitable location for your exhibition stand.
Consider the number of open sides
The number of open sides has a major influence on the visibility of your stand. The more open the stand is, the easier it is for visitors to see and approach your company.
An inline stand usually has one open side and is positioned between other stands. A corner stand has two open sides and therefore offers greater visibility. A peninsula stand has three open sides, while an island stand is open on all sides. Peninsula and island stands often attract attention more quickly because visitors can see them from several directions.
However, this does not mean that an inline or corner stand is automatically a poor choice. Much depends on its position, visitor flow and the objectives of your exhibition participation.
Consider the visitor flow
A good location is not simply one that looks attractive on the floor plan. It is particularly important to consider where visitors are actually likely to walk.
Ask the exhibition organiser about the expected visitor flow and the main routes through the hall. Where are the entrances and exits? Where are the main aisles? Which routes are visitors most likely to follow as they move through the venue?
A stand located on a busy aisle or along a natural visitor route can attract considerably more visitors than a larger stand positioned away from the main flow.
Look for nearby visitor attractions
Some locations on the exhibition floor naturally attract more attention. Consider areas near catering points, seminar rooms, demonstration areas, innovation zones or other prominent features at the exhibition.
A stand located near one of these visitor attractions may benefit from additional footfall. People heading to a presentation, demonstration or catering point are more likely to pass your stand. This can be especially valuable when your stand has an open and welcoming design.
Check who your neighbours are
The stands around you can also influence the results of your exhibition participation. If you are positioned near companies that attract many visitors, you may benefit from the additional footfall in the area.
At the same time, it is worth checking where your direct competitors are located. Exhibition organisers often group companies from the same industry together so that visitors can compare providers more easily. This can be an advantage because you are surrounded by relevant companies, but it also means you need to consider carefully how your stand will distinguish itself.
Choose a location that matches your objectives
The best stand location ultimately depends on your objectives. If visibility is your main priority, an open stand type or a position along a main aisle may be suitable. If you mainly want to meet existing clients, a quieter area of the exhibition floor may work equally well. If you plan to demonstrate products, sufficient space around the stand is important.
The best location is therefore not necessarily the largest or most expensive one. It is the right combination of visibility, visitor flow, stand type, surroundings and objectives.
Need advice on your exhibition participation?
Choosing the right stand location can have a major influence on the success of your exhibition participation. Expo Service EU would be happy to advise you on the most suitable stand layout, location and practical execution of your exhibition project.
Together, we create an exhibition stand that suits your company, your objectives and the possibilities offered by the exhibition floor.