There are many steps along the way when it comes to planning your event marketing strategy, but few pieces of strategy are as important as selecting the type of exhibit for your booth. It can be difficult to know what type of exhibit is the best option for your event, and there’s no clear right or wrong answer, so we’re breaking down two of the most popular exhibit types, island and linear exhibits.
Likely the most common exhibit type, a linear exhibit, also known as an in-line booth, is when exhibits are arranged in a straight line. They are typically 10’x10’ or 10’x20’. In most cases, one side of the booth is exposed to an aisle and the other to neighbor exhibitors on the left and right. In other cases, a linear exhibit may be a “perimeter” booth, meaning instead of being next to another exhibitor, the booth backs up to an outside venue wall. If it’s described as a “corner” linear exhibit, the booth will have only one neighbor and be exposed to aisles on two sides. Both perimeter and corner exhibit spaces typically require an additional fee.
An island exhibit is when a booth is exposed to aisles on all four sides. They typically are a 20’x20’ footprint or larger (i.e., 20x40, 40x40, etc...).
Both a linear and island exhibit have plenty to offer, but it’s important to ensure that whichever exhibit you choose matches up with your overall event marketing goals. It’s important to consider the cost of each. You may simply not be able to budget for a larger island space.
Make sure you’re also considering the cost of filling that booth space as well: you may be able to budget for the cost of the booth itself, but you could need a new, larger display, which can sometimes have significant costs on its own.
First, consider your actual event goals. Do you have lofty goals of leads, or an experience to draw in event attendees? With a large booth like an island exhibit, it’s important to have not only something that draws in attendees, but keeps them there like a giveaway or experience. You may also want to consider if you have the staff to handle event attendees entering the booth on four sides.
It’s also important to ask questions about addressable traffic of both a linear and island exhibit. Do the numbers match your lead goals?
There’s no right or wrong answer: an island isn’t a better option than a linear, it’s all about each individual event and specific company goals. Make sure to ask questions and get all the information you can about each specific booth option, compare the options and potential results of each to your goals, and the decision should be easy!