|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…
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…
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 Caramel Truffle Tins, 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 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 when explored in addition to exhibitor booths.
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.
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