In the 2024 Freeman Trends report, I learned that attendees don’t just want to swing by an exhibit booth and grab a pamphlet. They want to engage with exhibitors intentionally through hands-on activities. However, our 2023 exhibitor report uncovered that only 7% of exhibitors believe that lead nurture and engagement are top priorities.
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This is a huge pet peeve of mine. I call them "empty calorie leads" or literally "donut eater leads" and people fall for that quantity over quality nonsense all the time. The centerpiece of your booth should be something that drives meaningful interactions, not just lead counts. Sure, you'll make your Marketing metrics look good. But, the only number that matters to people at the end of the day is pipeline and you won't get it from donut eaters. So, find something fun that creates buzz, but also keeps people there for a conversation: axe throwing, mini-golf, flight simulators, pickleball, giant jenga, whatever. Most importantly, it should tie into to your brand and be relevant to your audience. And…