EXHIBITOR Magazine recently published “Space Case,” an informative article about selecting floor space at a trade show. They asked nine exhibit industry experts to share their booth selection strategy based on a show floor plan. See the image above for their selections.
Most chose spaces near the entrance, traditionally the preferred location for high traffic and visibility. But that got me thinking, what about those exhibitors who, for a variety of reasons, aren’t front and center? Are they at a disadvantage? Perhaps not.
Trade show exhibitors and attendees aren’t chess pieces on a board, but individuals who have specific trade show needs and strategies.
Let’s switch things up by comparing a trade show floor to a supermarket layout. Is the strategy of shopping for dinner like a trade show attendee searching for a new vendor?
Trade Shows and Supermarkets
It’s trade show season, and many exhibit houses are supervising installs and supporting clients. Their clients are most likely in the “middle” of the show floor with beautiful islands and inlines. In most cases, they’ve earned that visibility by exhibiting at a show for years. They’re first in line at booth selection when choosing next year’s space. But what about the exhibitors on or near the perimeter of the show hall.
Have you ever considered how a trade show floor plan mirrors the supermarket layout? The middle aisles of the grocery store have the legacy brands. The ones you’ve known forever, like canned soups, snack foods, pet food, and boxed meals — all with expiration dates ending in 2026 (or beyond). Those brands are the financial lifeblood of a supermarket because the products are nonperishable, and the companies pay healthy slotting fees.
But it’s the perimeter of the store that’s more interesting: fresh produce, meat and seafood, dairy products, baked goods, and the deli. Even the florist section. Those products are (generally) healthier and have a limited shelf life — like USA cherries in July and then gone for 11 months.
Unfortunately, many shoppers skirt the perimeter and head straight to the middle aisles with a quick side trip for milk or chicken or bagged salad. And yet, there’s a lot to discover on the perimeter. Vegetables you haven’t tried, like bok choy, or an interesting drink like kombucha, or bulk products that could save you money. The perimeter is often a lot more unpredictable but that’s what makes it more of an adventure.
Shop the Perimeter Exhibitors
Consider that the next time you wander the show floor. The perimeter exhibitors may not have the budget for an island exhibit, but their fresh approach to trade show marketing may surprise you. They may not be big enough for the “center” of the trade show floor or have earned priority status during the booth selection process, but with a little guidance and some encouragement, they may be front and center with those big-name baked bean companies in a few years. Until then, head to the perimeter. Perimeter exhibitors are often surprisingly creative, which makes them way more fun!
For over 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As North America’s largest private-label exhibit manufacturer, we have the unmatched capability, capacity, and creativity to create 3D projects ranging from 10 x 10 inline displays to 60 x 80 double-deck islands.
Find success on the trade show floor with an exhibit that reflects your marketing message. For more information, see www.classicexhibits.com and explore Exhibit Design Search or request a meeting with a Classic Distributor Partner.