Are you planning to attend a trade show or event soon? Eyes may already be on you as visitors get ready to discover your offer, but there is an important question you need to answer: where should you put your trade show booth to maximize its impact?

Welcome to the fascinating and sometimes complex world of choosing the best location for a trade show booth. Think of it as a battle strategy, where every decision counts. A thoughtfully chosen location can propel your company to new heights, while a careless selection leaves your booth at risk of being lost in the shadows, and your hard work will barely be noticed.

The experts at totm exposition, who specialize in the manufacturing of custom trade show booths, guide you through the essential steps to transform your trade show booth location into a valuable strategic asset.

Trade show booth location: the key to attracting visitors’ attention

When planning to attend a trade show, choosing a good booth location is very important. In fact, it’s one of the decisive factors in making your trade show a success. Successful event project management begins with understanding why location is so important.

A strategic location can bring a steady flow of visitors to your stand. Main aisles, high-traffic areas and locations close to popular booths will naturally attract more people. More traffic means more opportunities to engage in conversations, present your products or services and, ultimately, convert visitors into potential customers or partners.

But location isn’t just about attracting visitors. It also influences brand experience. Being well-placed means your name and message are exposed to a wider audience, boosting brand recognition. It can also give you an edge over the competition by allowing you to be among the first booths visitors see and remember.

Preparing to attend a trade show: steps for choosing a booth location

If this is your first trade show, take the time to visit the venue as an outsider. This will help you assess which factors are important when choosing your trade show booth location. To maximize your success, check out our article on how to choose a trade show.

One of the first elements to evaluate is the logistical aspect of the location. Make sure your booth is well located for easy access, and that it meets your specific needs. For example, if you need space for a live demonstration or for trade show furniture, make sure your location can accommodate these requirements.

Also consider the proximity of practical areas such as toilets and rest areas for your comfort and that of your visitors.

The best trade show booth location: factors to consider

Trade show exhibition spaces offer a variety of possible locations for booths, each with their own advantages and disadvantages. Understanding your options is essential to making an informed decision. Book early, ask questions, and consider any planned entertainment when choosing the best location.

Here’s a list of factors to keep in mind when choosing the best trade show booth location:

• Main entrance: Identify the main entrance, often a focal point for visitors, and a place where strong first impressions are made.
• Number of entrances: Find out how many entrances there are, as this can affect the distribution of visitors.
• Direction of traffic: Observe how visitors move throughout the interior and identify areas with high traffic.
• Island stands: These can offer a good opportunity, as they will be surrounded by visitors, but remember that they are not always accessible from all sides.
• Large exhibitors: Note the location of large exhibitors, who naturally attract attention.
• Competitors: Research your main competitors and take notes on their booths and presentation.
• Lighting and windows: Evaluate where windows are located and consider your trade show booth lighting, which can affect the visibility of your booth.
• Conferences: Look for conference areas and note whether noise from these activities could affect your booth.
• Hanging signs: Check for suspended signs and verify the height of the ceiling, both of which can affect the visibility of your trade show booth.
• Obstacles: Be aware of potential obstacles such as columns or stairs that could block the view of your booth.
• Restrooms, rest areas and restaurants: Identify secondary areas that will be frequented by visitors.
• Required space: Determine how much room you need for your booth, based on your goals, the number of visitors and your budget.

Basically, prepare in advance, observe the venue carefully, and select your location based on the above factors to maximize your success at the event.

Advantages and disadvantages of being close to competitors

There is frequent debate around the pros and cons of placing a trade show booth close to competitors. You could argue that this location could attract an audience who are already interested in your sector, but being too close can also lead to direct competition for visitors’ attention, and take attention away from your booth.

You should carefully consider the advantages and disadvantages of being near to a competitor and consult the organizers to make an informed decision. If you feel that this would not be a good choice you, it’s important to ask for a different location.

Make sure you stand out with an attractive booth design. For best results, you can rent or buy a custom trade show booth. It’s also a good idea to register as early as possible. The longer you wait to register for the event, the less choice you’ll have when it comes to your booth location. Make sure to plan a trade show checklist carefully, leaving no stone unturned, from budgeting to communicating with your potential customers.

Choosing the right trade show booth location with totm exposition

Choosing the right location for your trade show booth is an important step towards a successful event. It can influence your visibility, your interactions with visitors and, ultimately, the commercial success of your participation.

At totm exposition, we understand the importance of every decision you make to promote your business.

Whether you’re opting for a strategic location or looking for creative ways to leverage your space, our team is here to help you achieve your goals. With our extensive expertise in exceptional trade show booth design, we’re ready to support you every step of the way.

Please contact us or take a look at our work to discuss how we can make your business shine, whatever location you choose.

 

A great event is very rarely a one-person achievement. Successful event planning relies heavily on effective collaboration with various partners, including sponsors, vendors, and suppliers. 

Collaboration here is not just about working together; it’s about working together harmoniously towards a common goal and a shared vision. These partnerships play a pivotal role in ensuring the seamless execution of an event, from securing financial support to delivering essential services and products. 

However, managing these relationships can be challenging and time-consuming, requiring careful coordination, open communication, and a mutual understanding of goals and expectations.

This article will explore key strategies for managing event partnerships, highlighting the importance of building strong relationships with sponsors, vendors, and suppliers to create remarkable and memorable events.

Define the partnership

The foundation of a successful event partnership lies in clearly defining the roles, responsibilities, and expectations of all parties involved. Make sure you understand each party’s expectations and work on establishing a shared vision and purpose for the event, aligning it with your goals and the goals of your partners. 

Photo by Sebastian Herrmann on Unsplash

Creating a formal partnership agreement that outlines the terms and conditions, including deliverables, timelines, and any financial arrangements, is the key to conflict-free relationships.

Cultivate an open and transparent communication

Effective collaboration requires maintaining open lines of communication. You will need to engage on a regular basis with your partners through meetings, phone calls, or emails to provide updates, discuss progress, and address any concerns or challenges. 

Photo by Austin Distel on Unsplash

Sharing relevant information and seeking input from all stakeholders will help foster a culture of transparency and ensure everyone is on the same page and can make informed decisions collectively.

Build strong relationships

Building strong relationships with event partners is crucial for long-term success. Take the time to understand your partners’ values, needs, and objectives, and seek ways to align them with the event’s goals. 

Photo by Mohamed Hassan on Pixabay

Establishing a personal connection with each partner can help build trust and make them more invested in the event’s success. If you regularly acknowledge and appreciate their contributions, providing feedback and recognition for their efforts, they will be more likely to go the extra mile to support your event.

Manage your sponsors

Sponsors play a vital role in event planning, usually by providing financial support. They can be critical when dealing with a reduced event budget.

To effectively manage sponsors, establish clear sponsorship packages outlining the benefits they will receive, such as brand visibility, promotional opportunities, and access to the event’s target audience.

Make sure their branding is integrated seamlessly into the event. This includes signage, logos, and mentions in promotional materials, ensuring they receive maximum exposure.

Maintain regular communication with sponsors throughout the event planning process. Keep them informed of progress and seek their input on relevant matters to ensure their expectations are met.

After the event, provide comprehensive reports detailing the impact and reach of their sponsorship. Show them the value they received from their investment and why they should sponsor your next event.

Coordinate with vendors and suppliers

Vendors and suppliers are responsible for providing various services and products essential for the event’s execution. 

Establishing clear communication channels will facilitate coordination and avoid misunderstandings. Clearly define the scope of work, delivery timelines, and quality expectations, regularly review progress, and address any concerns promptly. 

Backup plans and contingency measures are necessary to mitigate potential risks or issues that may arise during the event. 

After the event, don’t forget to evaluate their performance, provide constructive feedback, and discuss improvements for future collaborations.

Evaluate and celebrate success

After the event, take the time to evaluate the success of the partnerships and the overall event. Gather feedback from sponsors, vendors, and suppliers through surveys or post-event meetings. Then, analyze the data and identify areas for improvement, both in terms of the event itself and the partnerships. 

Photo by Krakenimages on Unsplash

It’s crucial to recognize and celebrate the achievements and contributions of all partners, publicly acknowledging their efforts and expressing gratitude.

In conclusion

Effective management of event partnerships is crucial for delivering exceptional events. Event planners can ensure smooth collaboration and successful outcomes by defining the partnership, fostering open communication, building strong relationships, and coordinating with sponsors, vendors, and suppliers. 

Remember, a successful event is a result of collective efforts, and by valuing and nurturing these partnerships, you can create great experiences that leave a lasting impression on attendees and partners alike.

Author : Veronique Colombani

Every year, some 14,000 to 15,000 trade shows are held in North America. If you want your company to shine at a trade show, choose your event wisely so that you don’t get lost among the other exhibitors and miss reaching your target audience! But how do you choose the right trade show?

Our experts in trade show booth manufacturing and design are about to share the most important factors to consider before making your decision.

Are you ready to master the secrets of event success? Jump in and learn how to choose the right trade show, right now!

Why is it important to choose the right trade show?

If your goal is to attend a trade show, the first step is to choose the right event. The idea is not to take part in the first trade show that comes along, hoping for miraculous results. On the contrary, you need to target the trade shows that are best suited to you and your company. Opt for a trade show that corresponds to your specific area of activity and business goals.

Here are a few tips for choosing the trade show that best suits your needs.

1. Understand and define your goals

Think of this step as the compass for your event success. Before you begin to look at your options, you should clearly define your goals. This key step will guide all your future decisions. What do you want to get out of attending this event? The answer to this question will help you choose the ideal show for your company, and establish an appropriate trade show budget.

There are many possible reasons why you could want to attend a trade show:

• Increase your brand awareness or image
• Introduce new products or services
• Develop new strategic partnerships
• Analyze the competition and better understand their ways of doing business
• Acquire new customers

Taking part in a trade show is a big commitment, and you will want to maximize your return on investment. By defining your objectives in advance, you can make the most of your participation.

2. Get ready to meet your potential customers

Before the trade show, make sure you have a thorough understanding of your company and your products/services. Be prepared to engage in discussions with interested visitors and answer their questions.

Trade show audiences vary enormously from one show to another. So before choosing your trade show, you need to identify and understand your target audience.

Are you targeting:

• buyers
• suppliers
• distributors, and/or
• technical partners?

3. Choose a show that suits your business and your customers

In the world of trade shows, there are many options to choose from. The key lies in selecting a show that aligns with your field of activity and target audience. Pay particular attention to how many professionals will be attending the trade shows you’re considering.

There are two main categories of trade shows: those for the general public and those for industry professionals. The former are ideal for presenting new products or services and marketing directly to customers. Trade shows for professionals can be an excellent opportunity to expand your network of contacts, check out your competitors and establish new supplier or partner relationships.

However, it should be stressed that not all trade shows will be a perfect match for your business. It’s essential to make sure that your target audience will be attending the event you want to go to, and to be sure that the show will meet your expectations and be focused on your field of activity.

4. Select the right venue for your trade show

There are several factors to consider when choosing an appropriate location. In order for you to attend the event successfully, the area must be easily accessible, as spacious as possible, and in line with the specific requirements of your trade show booth. And don’t forget to take into account the expected number of guests and the space required to accommodate them. Once you’ve decided on a venue, it’s time to draw up the invitations.

There are several ways to attract event attendees to a trade show. You can rely on physical invitations as well as SMS messages, among others. Using communication tools such as social networks to promote your event is another proven approach.

5. Choose a show with a good reputation

The reputation of a trade show should play a role in your decision whether or not to attend. Opting to participate in a renowned show can not only attract a wider audience, but also generate favorable media coverage.

With this in mind, take the time to carefully examine each trade show’s website. If the show does not have an online presence, it is not a good sign.

Details included on the website could also help you prepare for your participation in the event.

Other factors to consider

There are a number of other criteria to consider when choosing your trade show. Let’s take a look:

The cost of participating in the exhibition

The costs involved in your participation should fit within your budget, as some trade shows are more expensive than others. We also encourage you to read our article on the costs of attending a trade show.

Entrance fee

A free trade show is likely to attract a larger crowd. Needless to say, this crowd must match your target audience.

Logistics

To participate in a trade show, you will need a trade show booth, a team of employees and a host of accessories and supplies. If the trade show is being held outdoors, you’ll also need to think about logistics and transportation.

Other factors such as the dates and duration of the trade show, the quantity and quality of visitors should also be considered when choosing the right trade show.

Choose the right trade show with totm exposition!

Choosing the right trade show won’t happen by accident. By following the above steps and making informed decisions, you can make the most of every event as an opportunity to drive business growth.

Ready to choose the perfect trade show? Contact us for personalized advice to maximize your impact at your next event.

Are you organizing an event? The key to making any event a success is effective, high-impact communication. In this article, totm trade show booth designers reveal 7 must-have tools to maximize the impact of your event communications. From social media and event management to mobile apps and email marketing, discover how to leverage strategic tools to attract, engage and convert your target audience.

Get ready to elevate your event communication! Are you eager to take your events to new heights? Ready to increase event visibility by creating unforgettable experiences? Let us guide you through 7 essential event communication tools!

What is event communication?

Event communication refers to the process of effectively sharing information, details, and messages related to an event with its target audience. It involves the strategic use of various communication channels and tools to promote, inform, and engage attendees, participants, sponsors, and other stakeholders. The primary goal of event communication is to ensure that all relevant parties receive clear and timely information about the event’s purpose, schedule, location, agenda, speakers, activities, and any other relevant details.

The idea is to create a unique and memorable experience around a product, service or brand by raising awareness, informing your target audience and generating strong interest in your company, products or services. Event communication also seeks to create a need among participants, build loyalty and convert them into committed customers. It offers a unique opportunity to convey your values and expertise, and demonstrate your leadership in your field.

Event communication is important to a variety of different occasions, including:

• Conferences and seminars
• Trade shows
• Product launches
• Gala evenings
• Sports and cultural events
• Trade fairs, and more

The central idea of event communication is to arouse interest, stimulate emotions and create a lasting bond with participants.

Event communication tools

Whether you’re launching a new product, trying to strengthen your brand or aiming to create a lasting bond with your audience, event communication is a powerful tool. But how can you use communication to generate heightened visibility, strong interest and an emotional connection with your audience, and propel your business to new heights? Whether you’re renting a custom trade show booth, communicating on social media, or advertising, here are 7 tools that should help you reach your goals.

1. Trade show booths

Trade show booths come in a variety of formats, from customizable modular structures to portable booths. Easy to set up, they are invaluable event communication tools because they allow you to create a stunning brand experience at trade shows and other events. Integrating a trade show booth into your experiential marketing strategy will do a lot to captivate your target audience and reinforce your brand image.

Choose an attractive design that incorporates striking visuals and a thoughtful layout. A well-designed booth should help you to showcase your products, present your services and effectively convey your message to a wide audience.

2. Flyers

Despite the increasing digitalization of the world, flyers still play an essential role in an event communication strategy. Make sure your flyers are designed carefully. Ideally, they should demonstrate that you are environmentally responsible, and include a clear call to action. Many companies use flyers as part of an overall strategy to maximize visibility, generate leads and reinforce their presence.

At totm exposition, we have a genuine ecological conscience, and we take action every day to support sustainable development. For example, we offset our greenhouse gas emissions by investing in reforestation projects. We strongly advise you to opt for sustainable, environmentally-friendly communications. By going digital, we can take action together to minimize paper use and waste.

Social media: the key to unforgettable events!

Has social media become indispensable? We think so! Social platforms are extremely powerful event communication tools, offering unprecedented means for effective event communication. With social media, you can make yourself known to a new audience and made them eager to discover what you have to offer. Imagine: millions of users ready to fall in love with your brand, share your message and spread the buzz – all of which you can often access for free!

Remember not to let your social media activity fall flat after your event! Harness the ongoing potential of your chosen platforms to prolong the magic long after the final applause by sharing highlights, photos and enthusiastic testimonials. Bring the excitement to life and encourage attendees to share the incredible moments they experienced. Social media can be used to turn a simple event into a long-lasting, memorable experience.

Contests

Who doesn’t like contests? Sweepstakes are great for attracting crowds and establishing more informal contact with a prospect. They help you break the ice with a potential customer and get them interested in you. In fact, trade show contests are always a big hit, making them an important event communication tool.

Newsletters: a powerful tool for targeted marketing!

Never underestimate the power of newsletters in your event strategy. Personalized digital newsletters allow you to communicate directly with a qualified audience and offer a unique, captivating experience. You can use them to keep your current contacts informed about your event through relevant information, event updates and exclusive offers. They can also be used to gather valuable information about your subscribers and improve your campaigns.

Take advantage of this powerful digital tool to promote your event and share exclusive offers. With the right content, your subscribers will always look forward to reading your newsletters!

Paid advertising (PPC): a powerful tool for event promotion

You can use paid advertising to promote an event on a large scale. Google Ads campaigns are especially effective for promoting fabulous tent sales. This event communication tool makes it possible to precisely target a group of people based on given keywords. You can do all of the following with paid advertising:

• Increase your visibility through paid ads that are visible on search engines
• Reach interested parties
• Optimize your results in real time.

Plan and optimize your campaign for maximum impact, then create compelling ads and optimize your landing pages.

Point-of-sale advertising (POS)

Point-of-sale (POS) advertising is often used by grocery stores and retail outlets to target customers and improve product visibility. These tools are also very useful at events. Create striking visuals and messages, and strategically place your POS displays at entrances or in high-traffic areas.

Some trade show booth manufacturers offer complete services, including graphic design. You can take advantage of this by asking them to design your posters and banners as part of your trade booth. POS displays are essential for attracting attention and getting your message across at your event.

Master event communication with totm exposition

To maximize the impact of your events, it’s essential to make the most of all your event communication tools. Don’t try to use them all. Just take the time to develop a well-thought-out strategy and select the communication tools that will enable you to achieve your objectives.

Let your creativity shine through your event communication strategy. Remember that event communication tools are there to help you get the word out, so make good use of them!

Totm exposition is here to help you stand out from the crowd with custom trade show booths for every event. Contact us today and give yourself a unique opportunity to stand out from the crowd.

Events serve as important platforms for bringing people together, fostering connections, and sharing knowledge. 

However, to truly maximize their impact, it is essential to ensure that events are inclusive, providing an environment where all participants feel valued, respected, and empowered. 

Knowing where to start or what strategies to use can be challenging. This article will explore key strategies and considerations for making events inclusive, promoting diversity, accessibility, and a sense of belonging.

What exactly is an inclusive event?

An inclusive event is one that welcomes and embraces individuals from diverse backgrounds, including different genders, ethnicities, religions, abilities, and socioeconomic statuses.

It involves creating an atmosphere where all participants feel comfortable and respected and have equal opportunities to engage and contribute.

Photo by Katie Moum 

And it all starts with an inclusive mindset. This means being open to different perspectives and backgrounds and actively seeking to create an environment that welcomes and respects all attendees. To achieve this, event organizers should begin by examining their own biases and assumptions and working to create an environment that is welcoming to all.

Pre-event planning

Define clear inclusion objectives

Before organizing an event, clearly define inclusion objectives aligned with the event’s purpose and target audience. These objectives may include promoting diversity in speakers, ensuring accessibility for individuals with disabilities, creating safe spaces for underrepresented groups, or fostering cross-cultural understanding. Clearly articulating these objectives will guide the event planning process.

Aim for a diverse representation 

Aim to have diverse representation in all aspects of the event, including speakers, panelists, performers, and organizers. Strive to include individuals from different backgrounds, perspectives, and expertise levels. This representation will enrich discussions, inspire innovative thinking, and provide diverse role models for participants.

Ensure accessibility

Consider accessibility needs and make necessary accommodations to ensure that individuals with disabilities or special needs can fully participate. This includes providing wheelchair accessibility, sign language interpreters, captioning services, assistive listening devices, and materials in different formats (such as audio, braille, or large print), as well as allowing for different learning styles. Consult with accessibility experts or disability advocacy organizations to ensure your event is truly inclusive.

Photo by Ramona 

Event organizers should also provide a quiet space for attendees who need a break from the noise and crowds. This can be especially important for individuals with sensory processing issues or anxiety disorders.

Select the appropriate venue

Choose event venues that are accessible and inclusive. Ensure that the venue has appropriate wheelchair ramps, accessible restrooms, and designated seating areas for individuals with disabilities. 

Photo by Yomex Owo 

Consider the acoustics of the space to accommodate individuals with hearing impairments. Additionally, select venues that align with inclusivity values and welcome diverse groups.

Creating an inclusive event environment

Cultivate an inclusive culture 

Create a welcoming and inclusive atmosphere by setting the tone for respectful and inclusive behavior. Encourage participants to actively listen, engage in constructive dialogue, and avoid discriminatory or offensive language. Establish clear guidelines for respectful communication and implement mechanisms to address concerns or issues that arise during the event.

Include safe spaces and affinity groups

Designate safe spaces or affinity group areas where individuals from marginalized or underrepresented communities can connect, share experiences, and find support. These spaces can promote a sense of belonging and provide opportunities for networking, mentorship, and community building.

Favor a culturally sensitive programming

One of the most effective strategies for creating an inclusive event is emphasizing diversity and inclusion in the programming. Consider the diversity of your audience and incorporate diverse cultural elements into the event. 

Photo by Daria Nepriakhina

This may include offering various cuisine options, recognizing and celebrating important cultural holidays or observances, and showcasing diverse art, music, or performances. This also means featuring speakers and presenters from various backgrounds and perspectives and including topics relevant to a broad range of attendees.

Provide diverse food and beverage options

Food and beverage options can be an essential aspect of creating an inclusive event. Event organizers should be mindful of providing options that accommodate different dietary needs and restrictions, such as vegetarian, vegan, and gluten-free options.

Additionally, providing options that reflect the diversity of the attendees and the broader community can help create a more inclusive environment. This can include options that reflect different cultural traditions and cuisines.

Aim for inclusive language and visuals

Pay attention to the language and visuals used in event materials, such as signage, programs, and presentations. Use inclusive language that avoids assumptions or stereotypes and respects individuals’ identities, ethnicities, and abilities. For example, using gender-neutral language and avoiding ableist language can help ensure that all attendees feel welcome and valued.

Consider providing materials in multiple languages to accommodate diverse language preferences.

Promoting active participation

Provide interactive formats

Design event sessions and formats that encourage active participation from all attendees. Small group discussions, workshops, and interactive activities can help foster engagement and diverse perspectives. Incorporate inclusive facilitation techniques, such as round-robin sharing, where each participant has an equal opportunity to contribute.

Give networking opportunities

Facilitate networking opportunities that encourage diverse connections. Organize structured activities, mixers, or networking sessions that enable participants to interact with individuals outside their usual circles. Consider using icebreakers or conversation starters that promote inclusivity.

Photo by Brooke Cagle

Invest in an engaging moderation

Ensure event moderators are skilled in inclusive facilitation and actively encourage participation from all attendees. Moderators should be trained in creating a safe space, managing discussions, and addressing any biases or discriminatory behavior that may arise during the event.

Address harassment and discrimination

Finally, event organizers must address harassment and discrimination in all its forms. This includes taking proactive steps to prevent harassment and discrimination from occurring and creating a process for attendees to report incidents if they occur.

Event organizers should also be prepared to act swiftly and appropriately if harassment or discrimination is reported. This may include removing individuals from the event or contacting law enforcement if necessary.

Post-event reflection and improvement

Feedback and evaluation

Gather feedback from participants regarding their experience of inclusivity. Conduct surveys, focus groups, or individual interviews to assess your strategies’ effectiveness and identify improvement areas. Analyze the feedback to gain insights into participants’ experiences and suggestions for enhancing inclusivity in future events.

Continuous learning and adaptation 

Use the feedback received to refine future event planning and ensure continuous progress in creating inclusive events. Reflect on what worked well and what could be improved, and integrate these insights into your event planning process. Stay updated on emerging best practices and inclusivity trends to enhance your events continually.

In conclusion

Whether it is a conference, a workshop, or a networking event, creating an inclusive environment should be a top priority for any event organizer. 

This requires intentional effort and a commitment to creating an environment that welcomes and respects all attendees. 

By setting clear inclusion goals, developing a comprehensive event strategy, promoting active participation, and seeking feedback for improvement, event planners can create environments where all participants feel valued and empowered. Embracing diversity in speakers, providing accessibility, cultivating a culturally sensitive environment, and facilitating networking opportunities are key components of inclusive event planning.

Author : Véronique Colombani