AWS Summit DC Vendor Review: Best Booths, Swag, and Marketing Strategies

MLof Strategies recently attended the AWS Summit in Washington, DC, and as a branding and content agency that helps tech-forward businesses evaluate their impact, we paid close attention to vendor performance, not just the flashy swag, but the strategy, storytelling, and execution.

This blog isn’t just a recap, it’s a vendor review with intent. These are the interactions, impressions, and insights that left a mark. ✍️

🐻 Most Original Presence: Snowflake

Snowflake’s booth experience was unmatched. Their polar bear mascot? Genius. But beyond the visual hook, their team delivered on what matters most, partnership and collaboration. They created space for genuine dialogue, and their brand felt alive in the booth. It was immersive without being gimmicky.

🧱Most Original Swag: Dynatrace

Dynatrace killed it with the mini LEGO figures, custom blocks, highly displayable, and undeniably cool. These weren’t just trinkets; they were conversation starters. Attendees grabbed them for their kids, but let’s be honest,

these mini-figurines will spark recognition and nostalgia for years, especially as today’s teenagers become tomorrow’s developers.

☕ Best Marketing Tactic: Cohesity

Cohesity sponsored a luxury espresso station.

No reps. No signage overload. Just really good coffee, and a constant line. That move turned passive attendees into active seekers. People had to find Cohesity afterward. It was elegant, indirect marketing at its finest, and possibly the best tactic I’ve seen.

😔 Biggest Letdown: Canva

This one hurts. Canva is one of my top tools, and their team at AWS Summit DC was lovely, truly engaged, warm, and open to feedback. But their booth? It lacked the creativity their product enables. No demo, underutilized screen space, and little content on display. This didn’t reflect the Canva we know. Great product, great people, but a missed opportunity in execution.

🤝 Most Likable Team: Cloudability

The Cloudability had 2 reps, that stood out for their energy, emotional intelligence, and authenticity. They remembered people from day one, built meaningful rapport, and tuned into subtleties, like the fact that I was there with my partner, even though we were repping different companies, showed up at the both seperately and weren't engaged until after their demo. That kind of interpersonal dynamic? You can’t teach it.

These women weren’t just personable, they were intuitive. They engaged deeply, picked up on relationships and context without being told, and had a synergy that was magnetic. Their dynamic wasn’t training, it was talent.

To the two of you specifically: If you ever want to start a rep training agency, I would 100% represent you. You’ve got the magic, and whatever you're being paid, it isn’t enough, but you have to go it together. 💼🌟

👜 Best Sales Execution: Strategy

Strategy’s team knew how to work the details. One rep noticed my tote and told me theirs would suit me better. It did. I wore it, and people stopped me to ask about it. That bag became a conversation starter, and a way for the brand to travel the floor. Smart, simple, and genuinely helpful. Sales with subtlety.

🎩 Most Creative Brand Detail: Red Hat

On day one, I grabbed a cap for my kid, I was never going to use this. On day two, I grabed a second one and wore it out. Why? I saw a man wearing a red fedora, it was a beautiful made hat that took the floor.

I had to ask was this is own genious attention grabber or did Red Hat have a master mind marketing scheme. Red Hat gives a branded hat to every new team member, it’s a symbol, not a giveaway. That shift in perception made the hat feel meaningful. This small gesture reflected a thoughtful internal culture and solid brand consistency. That made me break my norm and I wear the damn hat, which I wore the rest of the day, into my private life.

🚫 Most Disappointing Booth: Poolside

It’s rare for us to include a category like this, and even rarer for us to use it. But unfortunately, Poolside stood out for all the wrong reasons.

While their booth setup was well-designed, the team energy was markedly disengaged. Over two days, we experienced consistent coldness, disinterest, and a lack of basic professional courtesy. And we weren’t the only ones, several attendees echoed similar sentiments.

This isn’t a critique of the product itself, it’s a reflection on how the brand was represented in the room. When a company invests in a major event like this, it deserves to be backed by people who reflect that same level of energy, enthusiasm, and care.

We don’t share this lightly. And if the Poolside team is open to a private, constructive conversation, we’d be happy to offer more detailed feedback. What we witnessed wasn’t the failure of one or two individuals, it felt systemic. That kind of atmosphere raises concerns not just about event performance, but about internal culture and team dynamics as well.

We hope to see Poolside return to future events with a renewed approach, one that matches the investment they clearly made in showing up. 🙏

Final Takeaway 💬

Great branding doesn’t stop at your logo or booth design. It lives in your team’s tone, their timing, their ability to make someone feel like they matter. At the AWS Summit DC, we saw standout strategies, swag that sparked joy, and people who reminded us that even in tech, it’s the human touch that makes a brand unforgettable.

And for the brands that missed the mark? There's always next time, but only if you're willing to learn.

Let’s Make Your Next Event Unforgettable 🎯

MLof Strategies offers a range of tailored services for companies attending expos, conferences, and industry events. From brand presence to team training, messaging strategy to booth engagement—we help you show up with intention and impact.

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If you’re ready to elevate your event experience, we’d love to be a part of that journey. Let’s build something worth remembering.