To Booth or Not to Booth

If you’re not sure whether you should plunk down the cash for a booth, then you shouldn’t.

You’ll know when it’s time.

Booths do provide a nice meeting place and you will get a few quality leads if you have a clear booth strategy.

However, consider the hard and opportunity costs of a booth as a small company or worse, if you’re by yourself.

Consider this – booth traffic comes in waves between sessions or during lunch and coffee breaks.

You might get a swarm of people for an hour, then nothing for a couple of hours. If you are a one-man show, you can only talk to one person at a time.

What do you do when you have three people standing aside poking their head over the shoulder of the guy to whom you're demoing your product, and whom you know isn’t a good fit based on your short conversation? Professional courtesy dictates that you be nice and continue the demo with him.

Meanwhile, you are distracted wondering if the three people that looked interested but walked away were possibly your next great customer.

It’s a tough racket. Think about it before you spend $10,000 on the booth. 

I created a short e-book called "90 tips, tricks, ideas, hacks, and processes to help you get more out of your next industry conference."

If you want a copy of it, just comment "conference" and I'll send it to you.