The booth is the smallest part of the show
Most teams spend their energy on what the booth looks like and very little on why they are going. The return comes from two places that have nothing to do with the carpet: who knows you will be there before the doors open, and how fast every person you met hears from you afterward.
So we start with the plan. What is this show for: new customers, partners, hiring, being seen? What number would make it worth the trip? Who is working the booth, and what do they say in the first ten seconds? The booth, the merch and the follow-up are all built to serve that answer.
