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Pinstripe Answers: Do We Need a Bigger Trade Show Booth?

by Michael Premo, Senior Content Manager

This is one of those questions that’s bigger than it seems. Much of it depends on a range of factors that you’ll need to drill down and figure out what matters. Anything you can do to raise your visibility in a unique and engaging way will have a greater impact on your audience.

The guiding force behind any appearance at a trade show should be setting specific goals well in advance:

  • Visibility
  • Networking
  • Engagement
  • Sales Leads
  • Strengthen Relationships

These are only a few that will guide your decision on whether or not you’ll need a bigger booth.

 

Going with the Standard – Inline 10’ x 10’ Booth

It’s ubiquitous, cost-effective, and still has the ability to make a statement. You can invest the money you save elsewhere, such as premium giveaways that are memorable, or staffing that attracts and follows through on potential leads. You can also invest more in impactful graphics and furniture, electrical outlets, or other perks. Plus, a standard-sized booth is a much more portable option for multiple shows.

The downside is that trade shows are designed for fitting as many standard-size booths together as possible, which leaves your booth squeezed in among everyone else. The result is less visibility and poor locations. Premium locations cost more and are typically reserved for larger booths. At smaller, secondary shows with fewer exhibitors and attendees, the standard size can still have a big impact. But, you may need to rethink your strategy when appearing at the larger shows.

 

Inline 10’ x 20’ – Increased Visibility

As with any real estate deal, location matters. Larger booths are typically in better locations. If this fits your goals, then a bigger booth will be perfect.

People tend to gather in the aisles, which becomes a problem for smaller booths. A larger booth, plus its location, will overcome a lack of access and visibility in congested areas.

With the premium location and added space, you’ll have improved visibility, more personal interactions and qualify more leads. There’s more space for furniture, digital signage, and other highly attractive and inviting features. With all of these, you’ll have a greater impact on your audience and a higher return on your investment.

A 10′ x 20′ is a midsized booth, and they aren’t always in the best locations. If the one you’re looking at is not in a better location; for example, if it’s at the end of a row and away from the traffic, then your booth becomes a billboard, not a destination. Even if this is being offered at a discounted price, you should avoid it.

 

The Peninsula and The Island

The peninsula is an exhibit area that is at least 20’ x 20’ or larger and is open to aisles on three sides. Located at the end of an aisle, the peninsula improves visibility and accessibility. These also provide room for custom features that will make you stand out from the competition. That’s the point with this size of a booth—to show your company as a leader. Plus, it offers the space needed to exhibit new products and several areas for real-time and digital demonstrations. The peninsula exhibit booth is probably the second most popular booth next to the island.

trade show booth island style booth

This island booth demonstrates the major impact a booth of this size has. It’s basically a temporary storefront for this business. Photo courtesy of ADM Two Exhibits & Displays.

 

The island is exposed to an aisle on all four sides and is almost always 20′ x 20′ or larger.  The island booths typically have the least amount of restrictions, so graphics can be extended to the ceiling. Typical island height maximum is sixteen feet, and hanging displays are often allowed within these areas. This is the booth most attendees will want to see, and it’s the most costly.

 

Let’s Review

Here’s a quick and dirty list of advantages for all of the booth sizes we’ve discussed.

  • Inline 10’ x 10’ – Budget-conscious, yet can still yield a good return if designed with a professional backdrop and other unique features. Portable and reliable design that translates well with smaller shows.
  • Inline 10’ x 20’ – Better location and visibility for congested aisles. More room for premium features that make you stand out from the competition. Modular designs make this more portable and functional in smaller shows.
  • The Peninsula – Premium location and greater visibility. More opportunities to interact with the attendees and space for premium features within your booth. This booth means that you want to have a lasting impact on your audience.
  • The Island – Premium location and most possible visibility. Fewer restrictions on displays and signage. This is the best way to show that you’re a leader in your industry.

 

Pinstripe has helped local and nationally-based businesses with their trade show needs. We specialize in discovering their traits—their corporate character—and putting them on display. Our creative team consists of listeners and discoverers that have an innate ability to help you achieve your vision. Contact us to tell us more about your company and the trade show booth you envision.