Trade show traffic flow is the lifeblood of any trade show exhibition or venue. Traffic figures are one of the first places smart marketing managers and buyers look when determining where and when to participate. As a trade show host, you can provide better value for your exhibitors by taking measures to increase traffic. Follow the lead of today’s leading trade show venues and make improving trade show traffic a top priority. It doesn’t have to be time consuming or expensive—just try the following: - Deemphasize attendance
- Employ a multi-flow traffic approach
- Use pay-for-play slotting
Deemphasize attendance
The first step in improving trade show traffic is getting away from looking at absolute attendance figures. With today’s promotion professionals anxious to widen their profit margins, pointing to strong attendance numbers isn’t enough to attract the top exhibitors. That’s because experience and painful trial and error has shown that attendance figures—in and of themselves—are relatively meaningless when it comes time for an organization to evaluate a particular trade show. While higher attendance is obviously desirable, leading marketing managers today may prefer a smaller show with better traffic. Philosophies differ, but the important thing is that your venue recognize the need to focus on delivering great trade show traffic flow.
Employ a multi-flow traffic approach
Spread exhibitors out using grids within grids, grouping or separating exhibitors by type where appropriate. Or throw attendees a curve—rounded walkways and layouts change sightlines and shake up the trade show traffic experience. However you shape and space the arrangement of exhibitor booths, be sure to gear for trade show traffic. A multi-flow traffic approach will utilize walkways of different sizes—and for different purposes. Major arteries whisk attendees across the exhibition hall or to concessions areas and restrooms. Where it’s ok to allow some gridlock is between the booths themselves. Trade show traffic near booths should be slow moving enough so that attendees feel comfortable stopping, chatting and reading. The last thing any exhibitor wants is for an interested attendee to be forced away prematurely by a hungry mob trying to reach the concessions.
Use pay-for-play slotting
Make your trade show traffic planning worth your while with pay-for-play slotting. Not every exhibition booth space should be created equal. If you’ve planned properly, you should be able to confidently tell exhibitors where the best locations will be and why. Once you do, they’ll understand why those prime trade show traffic locations cost a little extra. Trade show traffic planning can be yet another way to add value for your most dedicated exhibitors.
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