You're negotiating booth locations with vendors. How do you secure the best spot for your trade show display?

Research the Venue: Understand the layout, high-traffic areas, and historical data on foot traffic to identify prime spots. Book Early: Secure your spot as early as possible. Early reservations often yield better options. Leverage Relationships: Build rapport with show organizers and vendors; a good relationship can lead to favorable placements. Be Flexible: If your preferred location isn’t available, be open to alternative spaces that still meet your needs. Negotiate: Clearly communicate your needs and the value your display brings to the event to negotiate better terms. Monitor Competitors: Keep an eye on competitors’ locations to ensure you’re not too close or too far from them.

To secure the best booth location for your trade show display, start by understanding the event layout and identifying high-traffic areas such as entrances, exits, and near popular attractions or amenities. Research the trade show's attendee flow and previous successful booth placements to identify prime spots. Build strong relationships with event organizers and negotiate early to have more choices. Highlight the value your booth will bring to the show, such as unique displays or activities that draw crowds. Be prepared to offer a premium or other incentives for a better location. Flexibility and a proactive approach can help you secure a strategic spot that maximizes visibility and engagement.

Get registered for the trade show as soon as you can. Early registration usually gives access to desired booth locations before they are taken. Usually in great demand, significant traffic sites including doorways, exits, and junctions will make all the difference if one gets in early. I try to emphasize this when we are building out our event calendar to ensure we are early!

Um sich die besten Standplätze zu sichern, gehen Sie mit Ihrem Messe-Ansprechpartner wie folgt vor: #1 frühest mögliche Anmeldung #2 Standplan zeigen lassen und Messeveranstalter um Einschätzung zu Bestplatzierungen bitten #3 Traffic ist nicht alles: passt der Stand zur Position? Es bringt nichts in Premiumposition zu stehen, aber einen schlechten Messestand zu haben #4 nachteilige Standposition kann ein Segen sein: Beispiel: Snack-Stand mit Menschenschlange davor? Riesenchance! Gang-Verengung? Menschen „stauen“ sich vor Ihrem Stand und können in Ruhe angesprochen werden #5 pro&contra Eckstand: Pro: bessere Sichtbarkeit (mehr traffic) Contra: meistens kostenintensiver als Reihenstand

#1 Early registration The sooner the organizer receives planning security from you, the easier it is to link the early registration to a desired stand position. Have the stand plan shown to you and actively ask your contact person for their assessment of where good positions are. #2 Include the location in the offer Make sure to have it written as a condition in the offer. Those who write, stay. Also pay attention to precise designations such as "row stand" or "corner stand".

Securing the best spot for your trade show display requires early action and negotiation with the event organisers. Understand the event’s layout, attendee flow, and high-traffic areas to identify optimal booth locations. Be prepared to negotiate on factors such as booth size, proximity to key exhibitors, and visibility. Offering early commitment or additional sponsorship can give you leverage in securing premium spots. Building relationships with event organisers and understanding their priorities can also enhance your chances of getting a prime location.

Everyone wants the front and center booth and hey, if you can get it and afford it, make it happen. But beyond that the bar or food areas are always smart choices, as humans navigate to fuel quickly and often, especially walking a large floor. I have also had success partnering with like-minded companies who uplift my message and do not compete, as sort of an all-in-one-area neighborhood on the floor. That said, I often choose where my biggest competitor is within eyesight, as it increases my team's competitive spirit and gives me useful info on the company.

Get ready by familiarising yourself with the event's floor plan. Understanding the plan can help you find important locations with the best potential view and foot traffic. Another strategy to draw more people to your booth is to set it near notable event attractions or exhibitors. I like to see where competitors are, and other potential partnerships booths are.

Nachteil & Vorteil der Standnummer 1 am Eingang: Nachteil: Menschen sind neugierig, wollen erst die komplette Messe sehen => Stand wird "übergangen". Zudem sind Messebesucher noch nicht auf „Betriebstemperatur“ (das erste Gespräch ist meistens vorsichtig, unterkühlt, kurzatmig). Vorteil: Messebesucher muss 2x an Ihrem Stand vorbei (beim Ankommen und Verlassen). Ihr Stand ist der letzte Eindruck, den Messebesucher beim Verlassen mit nach Hause nehmen (und damit der Stärkste).

Cultivate strong relationships with trade show organizers and vendors. Being on good terms with the organizers can sometimes give you an edge in securing a better location, especially if you’ve participated in the event before. I also like to ensure that I have a good relationship with the union labor teams. This is vital when you see the same people yearly at multiple shows.

True Story: eine gute Beziehung zum Messeveranstalter ist immer (!) ein Vorteil. Diese kann sich auf Standposition, Upgrades etc. positiv auswirken. Veranstalter schätzen schnelle Reaktionen auf Emails / Rückrufbitten und langfristige Planungen. Im Gegenzug können tolle Benefits für Messekunden erwartet werden.

Wer ein absolutes Messe-Highlight mitbringt (bspw. ein Exponat, das die Messebesucher begeistert) und damit die Messe-Atmospähre aufwertet, der sollte sich stets nach einem kostenlosen Upgrade der Messestandfläche erkundigen.

Show organizers are often looking to enhance the event’s overall value. Offering something unique or valuable, such as a demo area or a featured product launch, can sometimes earn you a more favorable booth location.

Flexibility can also be an advantage. If you're willing to consider different sizes or configurations for your booth, you may be able to secure a prime location that others pass over due to rigidity in their space requirements. We've done this before and it ended up giving us a more favorable location!

Master-Tipp: Auf der Messe direkt die Anmeldung für das Folgejahr vornehmen und mit dem Veranstalter die bevorzugte Standposition vereinbaren (klappt immer!)

Always have a backup plan. If your preferred booth location isn’t available, knowing your second and third choices—and why they’re still good options—can help you quickly pivot without losing out on foot traffic.