Your product is your marketing. Full stop.
Here at SXSW, Apple doesn’t bother with a booth, schwag, party or any other such goodwill-cum-marketing scheme to ‘woo’ the techies. Why would they when glowing Apple laptop emblems saturate your field of vision? I would guess-timate from where I sit 80% of the laptops are Macs.
Dell is busy with a booth, free drinks, a lounge, and junk. A losing strategy in a hopeless battle? (In terms of wooing the geek crowd here)