3 tips for running an optimal booth at a tech conference

What’s a tech conference without a trade show?

Colorful signages as far as the eye can see, unfettered access to an engaged and high-quality audience, and the opportunity to network with potential business partners and investors are all part of the experience. It’s no wonder trade shows like Tech in Asia’s Startup Factory – also known as Startup Showcase at our upcoming Saigon Summit – are so popular among early-stage startups.

Tech in Asia Jakarta 2023’s Startup Factory. / Photo credit: Tech in Asia

But the reality is that running a booth at a conference is no simple task. Those who go into it unprepared might end up standing around while crowds flock to more experienced exhibitors right beside them.

To even out the playing field, we’ve put together our top advice for exhibitors who want to stand out from the competition. Based on our experience organizing Startup Factory every year, here are the three tips you need to know to run a successful booth at the next conference you attend.

1. Get people engaged

This cannot be stressed enough: Booths where people just pitch their startup’s products or services are so boring.

No one goes to a conference or trade show to hear a spiel, much less from a company they’d never heard of before.

Exhibitors at Tech in Asia Jakarta 2023’s Startup Factory. / Photo credit: Tech in Asia

Instead, create an experience for those who stop by your exhibition. Got a cool translation app that understands several slang words and accents? Let attendees try it out. Revolutionizing the logistics process at a warehouse? Consider equipping your booth with a virtual reality headset and giving people a peek into how different a warehouse could look.

Get creative. It’ll ensure that everyone who visits your booth remembers you – it might even make them spread the word to their network.

2. Choose your booth representatives carefully

Some companies might be tempted to leave their exhibitions in the hands of interns or junior staff. After all, senior employees have more work on their plates and might not have the time to stand at a booth all day. All it takes is for the interns to memorize lines and regurgitate them to everyone who passes by, right?

Wrong. The best people to engage with at a conference are decision-makers and leaders. That’s why it makes more sense to have the decision-makers and leaders from your company represent your business.

Photo credit: Tech in Asia

On top of that, consider the fact that more seasoned employees understand your startup’s products and services better than someone who was only onboarded recently. Letting experienced staff members man your booth ensures that they can answer visitors’ questions confidently on the spot.

It’s also a good idea to get your more charismatic people into the spotlight. After all, they’re going to leave a better impression than someone who isn’t used to large crowds.

3. Work doesn’t stop at the end of the conference

Just because the conference is over and your booth has been torn down doesn’t mean you should just slide back into business as usual. On the contrary, the work has only just begun.

Aside from having to follow up on all the leads you’ve collected during the event, it’s equally crucial that you do a retrospective of your booth’s performance. Check how your exhibition’s engagement measures up against the goals you’d set prior to the event and make sure to tie those metrics back to your business objectives.

After that, it’s an iterative process of tweaking your booth strategy so that your next trade show experience is better than the last.

Want to put these tips into practice? The first run of Tech in Asia’s signature trade show for 2024, Startup Showcase, will take place on May 30 at our upcoming Saigon Summit. Don’t miss this opportunity to get in front of some of the region’s leading tech and startup professionals and investors.

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