Are you considering exhibiting in a 10×20 or 20×20 foot booth space at an upcoming trade show? Do you wonder how to make the best use of this size tradeshow exhibit space to garner more attention and better results, and not just spend more money?
Here’s why some of our clients chose to step up from a 10 foot booth to a larger space – and how they used it to their advantage. If you have similar goals in mind, you might find it a good moment to “step up” too.
Great Reasons To Step Up, and Great Uses for 20 Foot Booth Spaces
1) Your company has made a big step and wants to gain increased attention with a larger footprint.
After the purchase of a related company, Finetech USA took two 20 foot spaces across from one another at their largest industry event in order to announce the acquisition. We worked with them on coordinated but individually designed booths to make a big splash and help their customers and prospects make the connection.
2) You are entering a new market or expanding your product line and want to “show off” what is new as well as still include what your current clients and prospects already know.
Edge Electronics expanded from electronic components to include LCD solutions, but was not getting all the traction they were looking for from their existing customers and potential new prospects. They decided to take advantage of top industry shows to call out the strength of their new offerings by having Imprinted Originals design an attention-grabbing extension of their original booth.
3) Your prospects and clients want a hands-on experience with your products.
The clients of Neutec Group are laboratory scientists who specifically want to learn about new equipment and new capabilities at their conferences. Our design, which combines fabric backwalls and bannerstands in a flexible and cost effective way, attracts visitors into Neutec’s booth, rich with hands-on stations for demonstrating their product lines.
4) You want a themed environment that drives the flow of interaction between visitors and company representatives.
Network America wanted a dual-purpose booth, where half the space could be used to attract and talk with visitors, and the other half could be used for viewing demonstrations of their latest product release.
Our solution brought them a 50’s style “drive-in theater” for the presentations and a “diner” on the other side of the booth, complete with old fashioned tables and chairs, where they could talk with company representatives dressed in matching bowling shirts. The result was that theirs was the most talked about booth at the show, garnering exactly the step up in attention they were looking for.
5) You anticipate a large show, a steady stream of prospects and an increased booth staff. Or perhaps you’ve implemented a program for pre-planned at-show meetings and want an area of your booth available.
After all, the total number of leads you can take home from a show is a result of (the number of hours the exhibit hall is open) x (the number of staff available) x (the number of visitors/hour they will interact with) – factoring in the total visitor population and the % which is expected to match your target profile.
Another critical influence on the number of useful leads will be how well your booth design and layout attracts your target audience and filters out less appropriate visitors – and how good your people are at connecting with, qualifying, and identifying next steps for your visitors.
This reason is not as fanciful, but it contains the essential point of all the answers above.
As with the experience of our clients, it is time to take your trade show opportunities to the next level when you are ready to put the larger space to good use and achieve expanded tradeshow goals.
Some Booth Options
There are many routes, using a variety of booth and display models, that can help create a professional looking 20 foot both space. Some of the examples above were based on doubling up or extended versions of our most popular light-weight Fabric Displays and traditional Popup Displays.
We also carry a wide range of other models. Our current website does not have a section highlighting 20 foot booths (upgraded website coming) – but these are some of our other options: Custom Modular, Hybrid Modular (only a fraction of available styles shown), and Truss Kits. We also represent the full line of Classic Displays.
Beyond the Booth
As you can see from the examples above, however, the physical booth style is only a part of what makes for an successful use of your tradeshow space. Imprinted Originals offers “exhibit house expertise without the overhead”, if you are considering “stepping up”.
If you are not sure if you have a “great reason” to step up your exhibit space, we can help you look objectively at the plusses — and the minuses — of expanding your booth, to determine if it makes sense at this time for your tradeshow marketing success.
Deborah Elms is CEO and head of the Trade Show and Event Division of Imprinted Originals. She is passionate about helping businesses grow by creating and retaining customers through the effective use of tradeshows & events; offering high impact, professionally designed display booths, promotional marketing and guidance on what works and what does not.
You can follow Deborah on Twitter at @D_Elms and Imprinted Originals at @TradeshowsMdEZ.
(c) 2011 Imprinted Originals LLC