If I were a BIG company, I'd be BIG!  While that might be stating the obvious, but at the biggest golf show in the US, if you are playing with the big-boy OEMs, you better be just as big as the others.  I'm not saying you need to take up half the convention floor, but you do need to show up and make a big statement.  For 2013 I think some of the big OEM's went big, while others didn't even visit the convention floor.  Personally, I enjoyed the Cobra/Puma display the best.  It simply is the most fun.  It is bright, happy, and everyone going in or out is smiling.  I thought Callaway made the biggest change of approach over previous years.  Sure they've been big in the past, but in a dark showcasing sort of way.  This year it was bright, comfortable and interactive.  I think the coolest display goes to Titleist.  They cut apart products to show production steps, and the use of museum like displays was just plain cool.  I think Taylormade/Adams showed off that they are number one.  The biggest is the biggest.  I liked that Nike made it very clear their plan for 2013;  Covert Driver.  There weren't any distractions, just the new red bomber.  I noticed Ping went with a different approach.  They clearly had a new line to show case, but more importantly sell.  It was really a business booth.  I learned that Bridgestone is really putting all their balls in one basket.  Sure they have clubs, but you won't know it from their massive golf ball display.  Absent from the show floor were Cleveland and Mizuno.

While you can never please everyone, I think that every company had some room to improve.  Please Taylormade move, or get all the other equipment companies to move.  From one end to the other is such a walking pain. Nike please bring all your other cool stuff to the floor too.  With so many great shoes and soft goods, it was a shame we didn't see them on the floor.  I liked Callaway's social media interaction, but it was rather selectively interactive.  It would have been cool to see more golfers/tweeters/general golf nerds represented on their wall of quotes, as well as a map to find friends or even your own quote. Cobra/Puma really is one of my favorites; fun, bright and they bring in the pros, just keep on diversifying colors to widen appeal.  Titleist does it so well, but it's just stuffy.  Old dudes in blazers just doesn't reach out to the next generation of golfers.  It would have been nice of Ping to showcase a little more.  A booth with some surrounding product and a bunch of tables was slightly bland. Bridgestone might as well just drop clubs.  While they are good, they don't seem to promote them or stock them. While Mizuno is not on the floor on purpose, I still think they should be present.  Every iron they make is excellent, let people know.  Cleveland has been huge in the past, so not a good sign with no presence.

If I were an established company(apparel, accessory, single club maker, shoe company, etc) I'd be myself.  If you are ECCO shoes you are secretive, if you are TRUE Shoes you are about walking, if you are Oakley you show off edgy products, if you are Leupold you show your technology, if you are UST Shafts you show what your shafts are all about, if you are Clicgear you show off your genius.  It is really about being true to who you are.  Make your booth accessible, good looking and just do what you do, people will respect that.  No need to go outside your comfort zone, it will show.

There were a number of companies that really did a great job this year.    I thought ECCO picked great timing to introduce the Biom Zero since no one knew about this great shoe.  Oakley showed off some edgy new products along with their excellent optics.  UST had a very focused, informational booth, especially focusing in on the recoil shaft.  Clicgear keeps churning out products that are pure genius and this year was no different. Many of the apparel companies did a good job of designing a booth that tied into their clothing.  Probably just depends on the direction the company is going, but showing off new product and being true to your company's values should serve an established company well, just make sure you keep producing new stuff, you can't rest on your laurels.

If I were a small company, I'd find someone to represent me to add legitimacy to my product, or use a historical name that people can associate with.  Now an endorsement isn't a guarantee of success, but if it is genuine, it will certainly help.  I think a number of smaller companies have cashed in on the use of big names.  Kentwool socks have many big names wearing their products.  Bocceri is banking on Jack Nicklaus' rare endorsement of their Secret Grip.  Jones Golf is bringing a classic back along with introducing it with some modern twists.  Kikkor golf shoe company is trying to capitalize on their founder's, James Lepp's, "Big Break" success.

Kentwool does a great job with a simple booth, a touring pro and excellent product.  Kikkor not only has a super fun booth, cool shoes and James Lepp, but they also put on one of the best parties on Friday night with their glowball event.  Secret Grip was simple and focused on Jack's endorsement.  Jones bags is a tribute to the most popular carry bag, it harkens back to golfing as a child.

It really depends on how big you want to be and how much investment in a show booth is worth it.  You can't get bigger without taking some risks.  Small doesn't mean inferior, it just means you need name recognition help.

If I were a newbie company, I'd be prepared and classy. (I'd also make sure I had a great product) Wandering through the convention floor for 2 days gives one the opportunity to meet some new companies.  There is a huge variety of newbie companies introducing their newest and greatest product to the golfing world.  Some companies have big budgets and some have very little.  That doesn't necessarily make one better than the other.  It comes down to product and presentation.  If you're tight on funds, just do some simple banners, a few displays and good showcase of products. I like the ones that build a simple booth with a ceiling of sort. If you want to draw them in with the ladies, do it with class.  Dress her in classy golf or professional apparel.  Also, make sure she knows your product or is showcasing it properly.  (No need to put her in a sailor outfit.)  While I know there are guys that can't stop staring at the girls, is that really what you want to say about your company and product?

Also remember that when you are talking about your product, you will be talking with some golfers who know nothing about golf, and other that know far more than you.  Make sure you know your shpeel, but don't waste your breath on people that know more than you, you're just going to sound foolish.  Feel out each person that comes by, you don't need to pounce on people, but don't just sit back either.  Play it like a pro, like you've been at the show for years.

You don't necessarily need to give anything away.  but you do need to have something people can take with them, stickers, markers, pamphlets or some other memorabilia.  If you are willing to give away some product, you will definitely find more traffic, just remember many old guys at the show think everything is a giveaway so make sure they don't swipe your gear.

Even if you can't afford your own booth, maybe partner with someone else that fits well with your brand.  Another more stealthy, but cool way to make contacts and let the select people know about your product is to walk the floor and use social media to create a grass roots movement and intrigue.