Just because they aren't an exhibitor or sponsor doesn't
Just because they aren't an exhibitor or sponsor doesn't mean they aren't going to the show as a "visitor."
As I explained before my company goes to all the major commercial aviation/aerospace conferences around the world and we NEVER pay for a booth.....we walk the show thereby saving money on the physical booth ($50-$100k) and on the exhibitor fees as well which could cost an additional $25-$100k depending on your placement in the venue.
The added advantage of walking the show is you mostly speak to the people you want to speak to whereas if you pay to exhibit you are stuck speaking to anyone who comes up to your booth which in many cases yields very little value as you will inevitably have a lot of tire kickers coming by.
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