Trade show sponsorship

It’s a question we all find ourselves asking in the trade show world that everyone seems to have an opinion on: To sponsor or not to sponsor? When is the booth not enough and how does sponsorship boost visibility?
We don’t have the answer for you either (we’re not psychics, ya know!) but we do have some pretty solid tips for making the decision that’s best for your business…

  1. Target your audience
    If you’re already exhibiting at a trade show, your business has likely done the homework of who’s going to be there. But consider targeting your audience even further. Ask yourself: Is there a need to set yourself apart from the crowd? If you’re at a show outside of your industry or region, or a show that draws smaller numbers of attendees from your target audience, sponsorship is probably not the route to go.
  2. Consider the cost
    Consider the cost of sponsorship as a percentage of your total exhibiting expense. Experts say that if the sponsorship is equivalent to more than 50% of your overall exhibiting budget, step back and think: Is this the best way to invest my money? Would my purposes be better served by a larger exhibit or even exhibiting at an additional show?
  3. Know who else is sponsoring
    Make sure you know how many other companies will be sponsoring and whether or not they are sponsoring the show at the same level your business is considering.
  4. Inquire about organizer support
    Anyone can sell sponsorship opportunities— but not everyone can make them valuable. Consider the show management. How well do they promote the show? How well do they work with the media? What will they do to ensure that sponsors are mentioned often, prominently placed, and kept in the public eye? Organizers play a pivotal role in show success. If you find an organizer who understands your goals and objectives, sponsorship can more than pay for itself. On the other hand, if a show organizer is not behind their sponsors, save your money.

If your business or organization asks these questions to find that there is indeed added value to pursuing sponsorship opportunities at the next show, be sure to have tactics in place to make the most out of it. For instance…

Offer added value to attendees by giving them something extra—provide the tote bag or bottles of water or expand sponsorship to include support of specific workshops or break out sessions.

Leverage the sponsorship to drive booth traffic by sending an announcement to attendees that your business is a sponsor of the upcoming show and where your booth can be found. Get bonus points (and measure the impact of your efforts) by offering special giveaways, like travel mugs or S’More Kits, to attendees who stop by and redeem the mailing at your booth.

And lastly, consider cooperating with companies who are in the same industry, although not your direct competitors, to sponsor an event at a greater level than you could manage alone. Collaborate on promotional products to tie your businesses together. For example, your booth’s swag could include a beach towel, while a partnering sponsor could offer beach balls.

By asking the right questions, sponsorship can help get the biggest bang for your trade show buck!

Friedmann, Susan. “Trade Show Sponsorships: How To Assess Sponsorship Opportunities by Susan Friedmann: The Sideroad.” The Sideroad: Your Road to Expert Advice. Published by Blue Boulder. Web. 25 Jan. 2011.

 

Share:    FacebookFacebook   TwitterTwitter

Trade Show Bags Store online!Trade Show Bags Store online!
March
MonthlyWeeklyDaily
American Red Cross Month
Deep Vein Thrombosis (DVT) Month
Deaf History Month
Employee Spirit Month
Expanding Girls’ Horizons in Science & Engineering Month
Honor Society Awareness Month
Humorists Are Artists Month
International Expect Success Month
International Ideas Month
International Listing Awareness Month
International Mirth Month
Irish-American Heritage Month
Music In Our Schools Month
National Athletic Training Month
National Caffeine Awareness Month
National Cheerleading Safety Month
National Chronic Fatigue Syndrome Awareness Month
National Clean Up Your IRS Act Month
National Colorectal Cancer Awareness Month
National Craft Month
National Ethics Awareness Month
National Eye Donor Month
National Frozen Food Month
National Multiple Sclerosis educations & Awareness Month
National Kidney Month
National Nutrition Month
National On-Hold Month
National Social Work Month
National Talk to Your Teen About Sex Month
National Umbrella Month
National Women’s History Month
Optimism Month
Play the Recorder Month
Poison Prevention Awareness Month
Read Across America
Save Your Vision Month
Small Press Month
Spiritual Wellness Month
Supply Management Month
Workplace Eye Health and Safety Month
Youth Art Month
Holy Humor Month
National Alternative Fuel Autos Month (3/15-4/15)
National Cheerleading Week: 1-7
National Ghostwriters Week: 1-7
National Write A Letter of Appreciation Week: 1-7
Universal Human Beings Week: 1-7
Iditarod Race: 5-20
American Council on Education: 5-8
Celebrate Your Name Week: 6-12
National Consumer Protection Week: 6-12
National Pancake Week: 6-12
National Words Matter Week: 6-12
Save Your Vision Week: 6-12
Read an E-Book Week: 6-12
Return The Borrowed Books Week: 6-12
Teen Tech Week: 2-8
Women in Construction Week: 7-11
Newspaper in Education Week: 7-11
National Procrastination Week: 7-13
National Sleep Awareness Week: 7-13
National School Breakfast Week: 7-11
Telecommuter Appreciation Week: 7-13
Universal Women’s Week: 8-14
Turkey Vultures Return to the Living Sing: 11-17
World Rattlesnake Round-up: 11-13
Campfire USA Birthday Week: 17-23
Wildlife Week: 13-20
International Brain Awareness Week: 14-19
National Inhalant and Poisons Awareness Week: 15-21
National Money Week: 17-19
American Crossword Puzzle Weekend: 18-20
Sherlock Holmes Weekend: 18-20
American Chocolate Week: 20-26
Consider Christianity Week: 20-26
National Agriculture Week: 20-26
National Animal Poison Prevention Week: 20-26
National Poison Prevention Week: 20-26
Act Happy Week: 21-27
Pediatric Nurse Practitioner Week: 21-27
Week of Solidarity with People’s Struggling Against Racism & Discrimination: 21-27
World Folk Tales & Fables Week: 21-27
Wellderly Week: 21-27
YoYo and Skill Toys Week: 23-27
National Cherry Blossom Festival: 26-4/10
National Cleaning Week: 27-4/2
Root Canal Awareness Week: 27-4/2
National Protocol Officer’s Week: 28-4/5
MIAEYC Early Childhood Week: 31-4/2
1: Beer Day
1: Be Positive – Do Something Day
1: Peace Corps Birthday
1: Pig Day
1: Plan a Solo Vacation Day
1: Refired, Not retired Day
2: Namesake
2-4: Sherlock Homes Day
3: Fun Facts About Names Day
3: NEA’s Read Across America Day
3: I Want You to Be Happy Day
3: National Anthem Day
3: What If Cats and Dogs Had Opposable Thumbs? Day
4: Benjamin Harrison Day
4: Courageous Follower Day
4: International Scrapbooking Industry Day
4: March Forth-Do Something Day
4: National Grammar Day
4: Old Inauguration Day
4: Peace Corps Day
4: Unique Names Day
5: Learn What Your Name Means Day
5 & 8: Saint Piran’s Day
6: Nametag Day
7: Middle Name Pride Day
7: Shabbat Across America/Canada Day
7: World Day of Prayer
8: Day for Women’s Rights & International Peace
8-9: Eggsibit
8: Genealogy Day
8: Girls Write Now Day
8: International Working Women’s Day
9: Check Your Batteries Day
9: Daylight Savings Time Begins
9: Get Over It Day
9: Panic Day
10: Mario Day
10: Napping Day
10: Salvation Army Day
11: Daylight Savings Time Begins
11: Dream 2008 Day
11: Organize Your Home Office Day
12: Girl Scout Day
13: Good Samaritan Involvement Day
13: National Open An Umbrella Indoors Day
13: World Kidney Day
14: International Ask A Question Day
14: MOTH-ER Day
14: Pi Day (as in math)
15:Brutus Day
15: Ides of March
15: International Day of the Seal
15: Maple Syrup Day
15: National Quilting Day
15: True Confessions Day
16: Curlew Day
16: St. Urho’s Day
17: Campfire Girls Day
17: Freedom of Information Day
17: St. Patrick’s Day
17: Well-Elderly or Wellderly Day
18: Awkward Moments Day
18: Forgive Mom and Dad Day
18: National Biodiesel Day
19: Act Happy Day
19: National Chocolate Carmel Day
19: Swallows Return to San Juan Capistrano Day
20: Absolutely Incredible Kid Day
20: Companies that Care Day
20: Great American Meat Out Day
20: Proposal Day
21: National Agriculture Day
21: Good Friday
21: Memory Day
21: International Day for the Elimination of Racial Discrimination
21: Purim
21: World Down Syndrome Day
22: As Young As You Feel Day
22: International Goof-off Day
22: World Day for Water
23: Easter
23: National Puppy Day
23: Near Miss Day
23: O.K. Day
23: World Meteorological Day
24: National Chocolate Covered Raisins Day
24: United Nations: World Tuberculosis Day
25: American Diabetes Association Alert Day
25: National Day of Celebration of Greek & American Democracy
25: Pecan Day
26: Legal Assistants Day
26: Make Up Your Own Holiday
27: Education and Sharing Day
27: Kite Flying Day
27: Quirky Country Music Song Titles Day
29: Knights of Columbus Founders Day
29: National Mom & Pop Business Owner’s Day
29: Texas Loves the Children Day
30: Doctors Day
30: Grass is Always Browner on the Other Side of the Fence Day
30: Pencil Day
31: Bunsen Burner Day
31: National “She’s Funny the Way” Day
Submit your review
1
2
3
4
5
Submit
     
Cancel

Create your own review

Average rating:  
 0 reviews

Hot Products

Shop 4imprint's Hottest Products!

Shop Now

Sale Products

Shop 4imprint's Sale Products!

Shop Now

New Products

Shop 4imprint's Newest Products!

Shop Now

Leave a Comment

Your email address will not be published. Required fields are marked *