Part of the series: Event marketing playbook
• Next: Event social content plan
I’ve seen the same thing at every major event: beautiful stand, great product, and the team…
parked behind a counter like it’s a museum gift shop.
Your booth is your base. Not your prison.
Booth strategy in one sentence
Your booth exists to start and progress conversations. Not to store brochures.
Before the doors open: assign roles
- Greeter: qualifies quickly, routes people
- Closer: books meetings / next steps
- Demo lead: keeps demos short and relevant
- Runner: goes out and pulls people in (yes, really)
- Note taker: logs lead context so follow-up is personalised
My “don’t waste the event” schedule
- Morning: anchor meetings + press / partners
- Midday: booth activation + opportunistic meetings
- Afternoon: demos + follow-up scheduling
- End of day: lead review + tomorrow’s priorities
Onsite tactics that actually work
1) Use the meeting spaces
Meeting hubs / lounges exist for a reason: quieter conversations move deals forward.
Use them. Your future CRM will be cleaner.
2) Don’t pitch everyone
Qualify first. A polite “not a fit” saves everyone time and gives your team more energy for the right people.
3) Capture context, not just contact details
- What problem did they say out loud?
- What solution are they comparing you to?
- What timeline did they hint at?
- What’s the best next step?
Related reads
- Book better meetings: Networking prep using the event app
- Plan your content: Event social content plan
- Convert after: Post-event follow-up system
- Prove impact: Event ROI measurement and reporting
Need an exhibitor campaign (not just a stand)?
I can support your pre-event messaging, meeting strategy, onsite content system, and post-event conversion.
Start here: Explore my marketing services.
