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Does Size Matter? The Bigger The Booth The Higher The Traffic?

Feb 28, 2008
A question that many contend with is the question involving what size they should make their trade show display. Does size really matter? Is a bigger booth going to yield more traffic? Of course it does! A bigger booth is going to get more attention than a small booth. The small booths tend to be sandwiched in between other small booths or larger booths and the larger booth is naturally going to get the most attention. As a matter of fact, those visiting trade shows are more likely to visit the larger booths first and save the smaller booths for last if they have time. You don't want to be one of those saved for last. You want to be one of those booths visited when visitors are fresh to make decisions. The weary browser is less likely to purchase more items and sometimes by the time they get to the end of the show, their pockets are empty anyway.

However, there are some important things to think about in regards to the size of the trade show display. It is true that not everyone can fit the bill for such a large space or for the cost of building such a large custom display. That is why it is important to consider the goals of the business. For those who want to expand their display, they don't want to spend money on unnecessary space because too much space can lead to not enough products to fill the space. That is why these questions should be asked: What are my objectives? What product am I selling? What methods am I going to use to generate sales in order to generate a return on my investment? By answering these questions, you can have a better idea as to how large your display should be. It is inevitable that the larger display will bring in more traffic, but if the booth doesn't have the goods, then customers will walk away.

Here are some ways to determine how much space is needed for your trade show display:

1. Pick out your most popular products to promote, which allows for more effective selling. Aggressively promote these items instead of trying to promote everything. Promoting everything can take away from the main products.

2. After picking out the products to promote, figure out how much space will be needed to promote them.

3. After figuring out the promotion space, figure in the space for the remaining products. This should also include any tables, computers, and other items that are needed to conduct business within the booth.

4. Banners and other components of the display must be considered. The front of the booth must be able to support the entire length of the banner and any other signage used to draw customers in.

5. After making these determinations, review the budget and see how much money you can afford to make these necessary changes. If the budget doesn't allow for everything, then make some compromises. Prioritize and figure out what is not necessary and what is. This can still make for an effective trade show display without a lot of the costs.

Of course there are ways to achieve the desired display without the cost by either building certain items by scratch on your own or finding someone who can do it for a reduced cost. There are always ways to improvise and solutions to problems. People are always coming up with innovative ways to increase the size of their trade show displays without breaking the bank, so be creative and do what you feel is necessary because size really does matter.
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