Being at an exhibition or trade show ensures you're in front of your target audience and they're paying attention to what you have on display. But there's an important consideration: are there stand spaces in the show that get more attention?

Book early to make sure you secure the right stand for your business!

Before you book: Choosing a stand location

A few factors need to be considered when choosing your stand location at a trade show. Stand types, the event layout, your need for space, your exhibition style and your budget all play a role.

Best stand location: Stand types

Inline stands are standard and most commonly available. It will have walls on three sides and an open front.

Corner stands are located at the end of an isle of inline stands. A corner stand is open on two sides ("double frontage") rather than just at the front. This has a number of advantages for exhibitors - you can read about the benefits of a corner stand here. Corner stands often come at a premium price.

Best stand location: Show layout

Exhibitions offer a variety of possible locations, each with its own advantages and disadvantages. Consider the way the show is laid out when choosing your stand location.

• Where are the entries and exits? Being near the main entrance can make a strong first impression. Being near the middle is right in the thick of the action where visitors have often slowed down and take more time. Locations near the end of the show ensure you're the last thing on their mind before they leave.
• Are there areas of the show with more footfall? Some shows are laid out in a way that visitors double back, offering 'two licks of the lollipop' as visitors pass you twice.
• What is the direction of traffic? Here in New Zealand, since we drive on the left most people naturally turn to the left as we enter a maze-like exhibition. Observe how visitors will move through the interior of a show and identify where stands will be approached from.
• Where is the competition? Some expos have 'themed' areas that group competition together, while other expos are carefully curated to ensure you are not directly competing for attention.
  
• Where is the action? If the show includes seminars, live shows, food or entertainment, consider how this may cause more people to pause at your stand location.
  

Best stand location: Space requirements

Square meterage is the bread and butter of a trade show, so not all sizes of stands area available in every location. You will need to consult with the show organisers if you need a stand size that differs from the standard sizing available.

Best stand location: Your exhibition style

Most exhibitors create a vibrant visual space and populate their stand with sales staff who can attract and retain visitors.

Another type of exhibitor is a demonstrator, who performs a standard sales pitch repeatedly to attract attention. Demonstrators are often loud and require space in front of their stand where visitors pause to watch.

Consult with the show organisers to make sure your demonstration will not negatively impact on the stands around you, particularly if you are using a microphone.

Best stand location: Your budget

Trade shows are an important networking and business opportunity and it's important to balance your exhibition needs with a realistic budget.