Island Trade Show Exhibits: Does Size [Really] Matter?
Ok, imagine that you’ve just stepped onto the trade show floor as an attendee. Some exhibitors have gobbled up the expo spaces right upfront (not always a good idea, but that’s for another article), with most of them in an Island Exhibit, minimum size 1,000 sq.ft. You utter a quiet “Wow” as you take in the colors, lights and the massive footprint of each exhibit. Do you stop in and engage with this gargantuan branded environment, or do you scurry by overwhelmed, intimidated and a bit foggy? Certainly, as people we are all different and impressed by different objects, graphics, movements, and sizes. Size can certainly matter in face-to-face trade show marketing applications, however, size alone doesn’t guarantee trade show exhibitor success.
Big First Impressions
A noteworthy benefit of a larger trade show booth is the first impression message you’re sending to the attendees. “We’re here…thriving…doing better than our competition” or any number of other positive impressions you’re trying to communicate. You are sending a signal that your company is willing to really step it up, visually and financially, to win their business. It screams, sometimes literally through the latest AV/Event Tech, that you have been around forever partnering with and supporting companies such as theirs (B2B) or have the perfect brand and product for millions of consumers worldwide (B2C).
High Value Engagement
Regardless of your goals, here’s a warning against space-for-space-sake. Some exhibitors mistake trade show booth traffic for ROI. If you’re going to take a larger space, I recommend using it to drive meaningful activity with attendees who match your optimum buyer profile. Filling your bigger space with people just looking for free stuff or to simply entertain bored passers-by for a few minutes is an unwise use of resources and does very little for effective brand development or lead generation.
True Marketing Value
The more practical, business-related reason for larger, Island Trade Show Exhibits is the additional space for multiple, high value activities along all one or more sides. For instance, private or semi-private meeting areas for uninterrupted client meetings, or perhaps multiple demo stations to give the attendee some hands-on time with your new products while enveloped in your exciting brand messaging. In recent years, trade show exhibitors have dedicated more show space for interactive, immersive activities sometimes in the form of learning experiences (i.e., edutainment) and sometimes gamification to draw them to the space so your exhibition booth staff can further qualify them or spread the good word, all later amplified via social media.
Goals + Planning = Trade Show Success
As with any expense, be clear (in advance) on what you want to accomplish at the show and size your trade show display, and design all content, to reliably execute those goals. Lastly, don’t get trapped in the broad stroke, no-win “bigger is better” mindset. Bigger without purpose and measurable results is simply a waste of your time and money.
