The difference between a booth that generates conversations and one that prevents them is about your brand, it's about your posture.
I have walked a lot of conference exhibit halls over the past twenty five years. The booths that pull people in and the booths that repel them are usually separated by one thing: the staff. It doesn't matter how beautiful the design, or how bright the lights. What matters is whether staff members are accessible and ready to engage. Far to often, I see booth staff hiding behind a counter, looking at their phones, or sitting down. It really is as simple as standing up and looking up.
And yet, at every single major EdTech conference, a significant percentage of exhibit booths have exactly this problem. Staff sitting on stools, scrolling, glancing up when someone happens to slow down. It communicates, loudly and without words, that the people inside would rather be somewhere else.
Nobody stops at these booths. And then the company spends the drive home wondering why the conference did not produce results.
