When do you take the step up and move to the next size exhibit space? There are some real criteria and it does not have to be just a plunge because it feels right. Of course the show venue and show attendees play a part but you might consider this:

1. Venue Considerations: Location and audience. What is the expected total number of attendees? Is this a trade show that highlights your particular industry or is it more generalized ? A larger trade show booth will attract more attention, but it’s a good idea to compare all costs to lead potential (ROI). Take a critical look at the floor plan as well. Larger booths are typically located in the center of the trade show hall and in the main walkways where most of the traffic takes place.

2. Demonstrations and workstations. Would attendees benefit from product demonstrations? If so, you’ll need a booth big enough to highlight the product, with visibility from three sides, two sides at the least and comfortable for a large group of attendees. If you expect to meet privately with individual clients, you’ll need a comfortable conference room or space.

3. Staffers. Once you’ve set a goal of how many leads to generate, you’ll know how many attendees booth staffers will need to speak with in order to produce those leads. Then you can decide how many staffers it will take to speak with all of those attendees and how much room they all will need. Remember, for a 10’x10′ booth, you’re typically max’ed out of space with 2 staffers and 2 attendees (25 sq. ft. each).

A bigger booth space at a great show may take precedence over attending two or three smaller shows. Consider reassessing your show attendance and losing some of the minor shows in favor of a bigger presence at a national or international show. In the long run you may be trading dollars for dollars.