Rogue Amoeba’s got a great piece up about the costs of exhibiting at MacWorld, which looks like it ran to around $12K for them. They’ve got a handy rule of thumb for making the “go/no go” decision: “Your annual revenue should be at least 10 times your exhibiting cost“.
This reminded me about a similar essay by Eric Sink regarding his experience at Tech Ed 2004.
I had a booth at a (non technical) show last fall, and it looks like something else is coming up in April. My biggest bit of advice to add to the pool for people who don’t do this kind of thing regularly: get help with staffing the booth, and drink lots of water. Even if you go straight to bed after the first day, if you work the whole shift you’ll feel incredibly hung over the next morning, and it’s all downhill in the days to come. That doesn’t help sales and PR much. Really.
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