While a big booth can be impressive, size doesn’t always make for a useful event space. Determine the goals for the booth before any design work is begun. It might be product demos, lead collection, sales meetings, partner talks, or increased brand awareness.
Record one primary and 2-3 supporting goals. Assign each part of the booth a specific task. A demo area should be conducive to discussing the product. There should be a safe meeting area where privacy can be maintained. Graphic images should communicate the brand in a timely fashion.
This way, the booth can’t turn into a clutter of appealing elements without a clear way to engage with visitors.
Plan the Layout Around Visitor Flow
A 20×20 trade show booths space provide 400 sq. ft. of space for a brand, which still requires careful control. The International Association of Exhibitions and Events (IAEE) says that traffic volume will vary based on booth activity, aisle width, entrances and exits, demonstrations and key areas on the show floor.
First, draw in the key entryways. Then, determine where visitors should go next. It could be as easy as a simple path from the aisle to a product display, then to a demo area and then to a meeting point.
Leave the main road accessible. Avoid having a reception desk, large product, screen in the way of the natural path.
A helpful layout includes:
- An open visitor entrance
- A strong visual focal point in the aisle area.
- Displays that promote products or services.
- A demo zone
- Meeting tables
- Hidden storage
Activities like demonstrations can also block or reroute traffic, too, so location is important when you’re planning the booth, according to IAEE.
Use the Large Booth Footprint With Purpose
A brand has a lot more space than a typical 10 x 10 foot booth, but additional floor space can quickly get lost as you build walls, furnish the booth, create displays, build storage, and integrate technology. The idea is not to completely fill the booth. It’s to allow for sufficient space to accommodate the important activities in a meaningful manner.
Begin with the elements which directly serve the event goal. A company that has a complex product will require a large demo zone. If the brand is dependent on sales meetings, a number of tables and privacy is required. For a product company, it may be necessary to have a greater amount of floor space available for physical samples.
Keep the footprint as separate spaces instead of one big open space:
- Main company message: large graphics.Large graphics: Brand zone.
- Product zone: those products or samples that are of particular importance.
- Demonstration area: actual product presentations
- Sales / partner conversations take place in the meeting zone.
- Staff items, event supplies and storage are considered support zone.
Open space also serves an instrumental purpose. There has to be space for visitors to step in, stand still, view exhibits and converse with others. EXHIBITOR has also commented that traffic flow should be taken into account early as it will influence the experience and reaction of visitors to an exhibit.
Pre-tour booth from the main aisle prior to final design. Are the main message visible to the visitors? Are they able to tell where to go? Are more than a few people able to fit in the space without crowding?
If the response is no, then it won’t be possible to solve the problem by adding more furniture or displays. The space may be better utilized with a simpler layout.
Build a Strong Visual System Across the Booth
A large booth needs one clear visual system. The logo, colors, graphics, product signs, and screens should look like parts of the same brand rather than separate pieces. EXHIBITOR recommends a clear link between graphics through elements such as color, images, message, and scale.
Start with the main message. Put it where people in the aisle can see it, then use smaller signs for product details inside the booth. EXHIBITOR notes that mid-range graphics often work from about 10 to 50 feet, while close-range graphics can carry more detailed information.
Keep text short. A visitor should understand the main point without stopping for a long read. Use the same font family and brand colors across the space. This creates a clear visual path and helps each display support the next one.
Give Products and Demos Enough Space
A product demo requires some more than a table and a screen. Walking around the room to observe, ask questions, and depart without blocking the next person to view. When it comes to producing your booth, EXHIBITOR strongly recommends that exhibitors plan ahead and determine the space requirements for the demo equipment as well as the display area for visitors.
Begin by making an estimate of normal group size for each demo. If a product requires one staff member and two visitors, it will require different space needs than a demo that could attract 10 people. Locate demo in a place that allows visitors to stop without closing the main route to the booth.
For each product area, check:
- The product size and display height are the same.Product size and display height is equal.
- The number of visitors anticipated
- Staff space
- Screen or equipment needs
- Power and cable lines
- Create space that allows visitors to move around.Provide room to move around.
Group related products together but do not place all products on the same display. If more than one product requires explaining, provide a clear label for each product and space for visitors to see it.
In addition, live and hands-on demonstrations are important features that should be carefully placed on an exhibition floor as they can impact upon traffic and noise.
Create Meeting Areas Without Losing Visitor Space
When you have a very large booth, meeting areas are helpful, but should not consume the floor. Determine how many people each meeting space will accommodate and how much privacy is required for the discussion. EXHIBITOR suggests that the capacity, privacy, furniture and AV requirements of meeting rooms be established prior to finalizing the booth plan.
Open tables is suitable for short talks. Semi-private areas are good for longer sales discussions. Ensure these areas are not situated next to the main entrance or visitor path and easy to access for staff.
Please do not add additional seats just because the booth has space. A clear purpose for each table, chair and wall. The remainder must be open and spacious enough for customers to flow through for seeing products and attending demos without blocking meeting areas.
