It's event season and Nooks will be at SaaStr next week. So that got me thinking: what is the one underestimated decision about your conference strategy that you need to think hard about?
Booth location.
If you’re early in the event planning process, you likely have more flexibility in your choice of booth. But repeat exhibitors at the event are going to get the first pick. If you’re not in that category, then you’ll be looking at a map of a partially filled floor.
As you’re casting your eyes across the map, look for two key points: Where’s the entrance and what’s the destination?
Start with the entrance. That’s where your audience enters the exhibit area after registration, meals, or breaks in sessions. And if it’s not on the same floor or same general area as the rest of the conference, consider whether it’s the right event for you to exhibit at.
You likely want to be as close as possible to the entrance to the exhibit area because 100% of the people entering the exhibit area will encounter you. But repeat vendors and the high $ exhibitors likely picked these spots. So, what is an enterprising marketer to do?
Look at the destination.
🚶♀️ Be on the Path: In an exhibit hall, common destinations are food and beverage carts, sessions, and meeting areas. How will visitors flow through the room on the way to the destination? Be on the path to that destination.
⏱ Big Ben, Parliament: Remember the natural flow of a crowd. In North America, you’re likely to walk into a room and, if you’re not going straight, turn right. So, bias your choice to the right.
🚠 Take in the Vista: Many venues have long straight paths that booths are placed along. As a visitor walks along these paths, they have to pivot between each booth. But at the end of the corridor is a point of focus and eyeballs will be on the end of the tunnel for most of the walk down the corridor.
🚗 Get in a Jam: Often striking up a good conversation comes down to getting a prospect to slow down and assess your message. So, look for a corner or a pinch point that causes people to bunch up. You can more easily engage people in conversation, and there’s a natural advantage of making your booth look more popular.
How do y͟o͟u͟ pick a booth?
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1yI missed the 1st half, but what I did make it to was spot on!