Why Proper Planning Is a Key Ingredient to Trade Show Success

AUTHOR: Derse  /  December 28, 2017

CATEGORY: IndustryPurposeful CreativeStrategy

When it comes to trade shows, the now-ubiquitous advice of British real estate magnate Lord Harold Samuel is a good mantra for success: “There are three things that matter in property: location, location, location.” It’s true that, when you’re one of many exhibitors on a large and crowded show floor, location can make all the difference. But what can you do to optimize your event experience regardless of location?

A recent MarketingProfs article delivers some great advice on the basics of trade show booth location. These tips form a helpful guideline, but at Derse we’re always thinking about exhibits, events, and how to maximize your impact at these centers of crucial face-to-face contact with your audience. Here’s some additional advice to think about when it comes to trade show booth location challenges.

The early bird gets the worm. Time is your most precious resource when it comes to trade show planning. Sure you save money by buying your booth early, but the sooner you move, the sooner you move onto focusing on the experience your booth will provide. Plus, it gives you more time to work with a collaborative partner to create the best face-to-face marketing for the event.

Speaking of timelines, don’t forget that creativity takes time. In a perfect world, you get your choice of booth location. In reality, you may have a concrete pillar nearby that affects visibility or you may end up on a low-trafficked aisle. Knowing your location earlier allows you time to troubleshoot and problem solve. Creativity doesn’t happen overnight. Give yourself lead time and you can work around any problem.

Finally, location is only one factor. Start your research and brainstorming early and whether your booth is in a good or less-than-ideal location, you can find ways to connect with your audience. You can create a social media scavenger hunt that drives booth traffic or create desirable giveaways that bring people to you, but not if you leave these ideas to the last minute.

Give yourself the time to succeed, and trade shows can be a powerful tool for marketing. And if you need help on that front, you know who to call.

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  • events
  • experiential
  • experiential marketing
  • trade show
  • trade shows



BIO:Derse is a complete face-to-face marketing agency and exhibit builder with more than 450 employees and six full-service divisions. Ranked as a Top 10 Experiential/Event Marketing Agency by Advertising Age and B2B Top Shop by Chief Marketer, Derse brings a smarter wins approach to exhibits, events and environments for client programs in more than 50 countries.