Bigger isn't necessarily better when it comes to a trade show booth, marketing companies say.
Instead, traffic flow and location can better influence sales.
According to MatrixMarketingGroup.com, first determine the booth space required for the company's products, their size, and how many of them will be featured in the booth area.
Assume these exhibit properties will require at least 50 percent of the available space. Consider how much of the remaining space will be occupied by tables, chairs, and kiosks, among other things.
In addition to the more expensive island and perimeter spaces, trade shows typically offer exhibitors booth space in 10'-by-10' areas. This type of space is the most cost-efficient and serves most small to medium-sized companies with adequate space for three or four company representatives plus visitors to the booth.
Since the booth's location is far more influential than its size, there is little risk in keeping its size -- and cost -- to a minimum.
Renting a larger booth can generate a better location on the show floor. Even so, there is no justification for increased booth space unless a company's size, product line, or its number of sales representatives need it. There is little risk to minimizing a company's booth space at a trade show.
According to exponents.com, the primary factor in determining a company's booth size in a trade show should be the size of its team. The more representatives present, the more floor space needed. A typical 10'-by-10' booth can be overwhelmed by too many employees at the show, leaving potential customers, sales prospects, and casual visitors on the outside looking in -- and going elsewhere.