Corner Pocket

Less-than-stellar trade show booth locations are inevitable—after all, not every lottery goes in your favor.
But that doesn’t have to mean that those booths tucked away in the back corner can’t draw big crowds too. Making the best of a lousy space really isn’t rocket science. Here are six dials you can crank to compensate for a less-than-desirable footprint at the next show.

1. Create Queues. Nothing draws a crowd like, well, a crowd. So use a promotional hook or a news-making event to get people lining up—even if you’re in the back row, attendees will be drawn to the action. At the National Association of Convenience Stores show last year, Polaroid’s booth featured a treasure chest that attendees could try to open with a key. “We were able to draw people into the booth with the treasure chest and then keep them there by having them wait on line, fill out surveys to pre-qualify leads, and talk to them about the products,” says Ilze Greene, Polaroid’s director-vertical markets. The brand mentioned the treasure chest on its pre-show mailers to generate interest before the show.

2. Get Attendees to Spread the Word. Think about the premiums you’re distributing. Handing attendees pins, lanyards, or other items they’ll wear—and then giving people incentive to wear them—can help generate exposure for an exhibit throughout the hall. “The call to action is to wear the branded item around the exhibit hall to be eligible to win a door prize,” says Kerry Talbot, Monster’s senior manager-trade show marketing.

3. Encourage Entry. Even if your stand is in the convention hall backwater, booth design can still make a big difference. Keep the exhibit open in front and put activities and games in the back. It’ll help get attendees to walk through the footprint instead of just picking up premiums as they cruise by.
“Attendees are more likely to stop by your booth if it is open, inviting, and interactive,” says Scott Jameson, manager-trade shows and events for Bosch USA. “Removing barriers in the front and the middle and making attendees feel comfortable [will draw them] into the booth.”

4. Create Collateral. At last year’s Shooting, Hunting and Outdoor Trade Show, Under Armour created a map card that it placed at the show registration desk. “It made it easy for people to find us,” says Anne Bonney, Under Armour’s manager-trade shows. “It was so successful that our meeting rooms in our booth got booked up and we had to hold meetings outside our booth space.”

5. Sound the Call. Make sure attendees know—before they get there—that although your exhibit might be tough to find, your brand really is at the show. A pre-show mailer a few weeks prior to the event can help, Talbot says. If an attendee list is unavailable, consider an insert in registration packs or a room drop at show hotels.

6. Tap Speakers. If someone from your company is speaking at the conference, have them mention that your company is an exhibitor and share the location and booth number, suggests Talbot. Attendees who like what they hear and want to learn more will seek out exhibitors connected to the presentation.