By Mary Bukovic, AEM Director of Exhibitor Engagement Services

Doing homework isn't always easy or enjoyable, but it’s a fundamental and essential contributor to your success.

Getting the most out of the time and effort put into homework is critical, and it’s a fact you can’t afford to overlook as you prepare to make your booth-space selections for CONEXPO-CON/AGG and IFPE 2020.

Making a booth selection is what ultimately sets the stage for many of the tactics you will employ on the show floor. For example, if you’re launching a product, the space you select will have an impact as to what you can do to celebrate that new product. Likewise, if you position your booth near an anchor booth, you’ll want to take advantage of the traffic and design tactics to help pull attendees into your space.

So what "homework" best prepares you to get the most out of your space selection? Here are some things to consider:

  • Define your objectives. Objectives may vary, but they often include whether you want a different size booth, to be near/far from your competition, or close to a show feature.
  • Know your history and talk to your team. Did you like your last location, or is it time to consider your alternatives? Your booth staff should also have insights about the location, so be sure to consider what feedback they can provide.
  • Study the floor plans and understand your environment. Factors such as entrances and registration areas can change show over show. So if you want to switch up locations, you may need to consider the architecture of the facility (entrances/exits, freight doors, columns, etc.).
  • Look for attendee traffic patterns. There are all kinds of philosophies about identifying prime locations, such as anchor exhibitors, wide aisle, concessions, etc.  
  • Look for opportunities to stand out. Some areas on the show floor may provide a unique opportunity to get away the competition and be noticed, as opposed to simply blending in with the crowd.

Finally, and perhaps most importantly, it’s not all about location. Location is only one factor. So after the space draw, focus your efforts to those things that will make you successful. Examples include designing an engaging booth, conducting marketing and communication efforts before/during/after the show, and defining and evaluating what constitutes success for your company’s presence at the show. 

There is still time to get your homework done! The CONEXPO-CON/AGG live space draw will be held Oct. 22-26, 2018, and IFPE will be Nov. 5-7, 2018. If you would like more information about the space draw process, please check out this short space draw webinar, visit the CONEXPO-CON/AGG and IFPE websites, or contact our customer service team at 800-867-6060 or customerservice@aem.org.

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