How to get the most out of your trade show

Whether it's a show or a print ad, we all have a tendency to postpone our bookings until the eleventh hour. Received wisdom tells us that, if we wait until the very last minute, the organiser will be up against a deadline and frantically trying to fill those last few spaces. He'll be despondent and we'll get a good deal, right?
Well, yes and no. Frequently the brinksmanship pays off: the organiser succumbs and you get that stand for a fraction of the asking price. It's not that simple though, there's a compromise here and it's one that should be thought-out carefully.
By delaying your booking and squeezing the price you run the risk of finding yourself with no choice as to the location of your stand. You'll find yourself in one of those last few places - the stands that no-one else wanted. Baby will be in the corner...
So, there's a decision to be made. You can delay to save some money and leave your location to chance or you can book up early, pay up and choose your location. So what's a good spot? Here are a few key things to remember:
The right hall?
It sounds obvious but ensure you're in the right stand. Larger shows like Mobile World Congress and CeBIT have themed halls so you do need to ensure you're in a relevant place. This may not be achievable if you delay booking until the eleventh hour.
Near the competition?
It's your decision. You do want to know where they are for reasons of competitive intelligence (more on that later) but judge how close to position yourself. Do you they have a much bigger budget than you? Do they have a new product to launch? Do you want to be near them? Weigh up the pros and cons.
Near a major player/major attraction?
This is a serious consideration. Locating your stand right next door to a huge, three-story construction has its rewards - there will be plenty of traffic and the media will most likely make a bee-line for it. You can be dwarfed though, lurking in the shadows of a multi-million dollar budget. Ask yourself - is there a cross-selling opportunity to take advantage of? Do you stand to benefit from the stragglers on the big stand?
Where is the footfall?
The prime spots are fairly easy to pinpoint - corners, entrances, main thoroughfares and the like are all good places to choose. Think a little more carefully though and you may turn up a nugget. Look at the exhibitor layout, are there any big names that would attract visitors, can you draw the likely routes to and from the main attractions? If you can, try to pick a spot on the trail.
Spending marketing funds on a trade event can seem like a big risk when you're not adequately prepared. It pays to devote a little time thinking about the layout of the show before you go.