The Booth Problem (and the Dead Fish Handshake)
Let’s Talk About Booths
If you’ve been to a space industry event, you’ve seen them.
The booth with a sad pop-up banner. A lonely bowl of hard candies. A staff member scrolling through their phone, avoiding eye contact. Maybe there’s a fishbowl on the table labeled “Drop your card to win a prize,” positioned as “lead generation.”
That’s not representation. That’s a missed opportunity.
And in today’s space industry—an ecosystem built on partnerships, trust, and human connection—that kind of booth presence does more harm than good.
A Booth Is Your Temporary Embassy
Let’s be clear: a booth is not just a corner of the expo floor with your logo on it. It’s your temporary embassy.
It speaks before you do. It shows whether you take the industry seriously, whether you want to be approached, and whether you value the opportunity to connect.
When someone walks by and sees a team that looks bored, distracted, or disengaged, they won’t stop. And they won’t remember you. Except maybe as “that booth.”
Worse yet? The dead fish handshake—the cold, indifferent, barely-there grip that says, “Please move along.” When that’s someone’s first impression of your company, you’ve already lost the moment.
It’s Not About the Budget. It’s About the People.
Plenty of startups and smaller companies show up with basic booths. That’s totally fine. You don’t need the biggest structure or the flashiest screens.
But what you do need are the right people.
People who are:
- Curious and open
- Energized by meeting others
- Clear communicators who understand what your company does
- Confident enough to approach someone and say, “Hi, what brings you here?”
You can have a small table and a roll-up banner, but if the person behind it knows how to connect, that is all you need.
On the other hand, no budget in the world can save you from the impact of a bored, disengaged team.
What About the Business Card Raffle?
Let’s not throw the idea out completely.
A business card raffle can be a useful way to attract attention—but only if it’s part of a broader effort to create genuine interactions.
If someone drops a card and gets nothing but silence or a vague smile in return, there’s no value in that exchange. It’s just data with no connection.
Instead, use it as an icebreaker. Ask a question. Start a conversation. Learn something about the person handing over the card. Even a 30-second chat can lead to a meaningful follow-up after the event.
Raffles shouldn’t replace relationship-building. They should invite it.
So, Who Should You Send?
Not everyone is meant to be a booth representative. That’s okay.
What’s not okay is sending people who:
- Don’t want to be there
- Don’t understand your product or mission
- Aren’t interested in talking to strangers
- Hope no one stops to ask questions
Events are expensive. Travel, setup, registration, it all adds up. But the biggest cost is the opportunity you miss when you send the wrong people.
This Year, Don’t Just Show Up
The space industry is evolving fast. More players. More competition. More chances to stand out—or fade into the background.
This year, make a deliberate choice.
- Be present.
- Be approachable.
- Be remembered.
Because no one ever built a mission—let alone a reputation—on a limp handshake and a free pen.