The freight aisle is the aisle that must remain clear for freight to be forwarded to the exhibit booth spaces. If you choose a booth on one of these aisles – know that your freight will be the last into the convention hall – and the first out. That said – if your exhibit is not elaborate construction and if you do not need a day to merchandise your space, this could be a good choice. However, you can literally wait until the night before to get your exhibit installed.
The average trade show has over 400 exhibitors, so how do you choose the best booth space for you? Space choice selection is usually based on seniority and size. Some studies have found that where you are in the show hall has no effect on the amount of audience you receive at your booth. It seems that for every veteran exhibitor that must have a space in the center of the action, or at the front entrance to the hall, or near their biggest competitor, there are those exhibitors who escape from these same locations for all of those same reasons. All the same, the size of your booth space is a very important decision, where you must weigh the need to stand out from your competitors with a large booth, and yet having enough funds to exhibit at all the worthwhile shows for your company.
Budgeting is the biggest nightmare. Do not choose an inadequate space, or settle for the back row because of money. Think smaller and smarter. Your marketing plan can draw the clients you need to see, no matter where you are in the show hall. Sales and marketing must work together. And freight aisles can be worked around also – just do not plan to do something that is not do-able, as you are just one of 400 or 800 exhibitors and you cannot get a freight aisle open just for you.
