QUESTION: My company will be exhibiting in several larger trade shows and a number of smaller regional events… How can we make the most of our trade show/industry event sponsorship?
ANSWER: Think of event sponsorship as a springboard from which you can work to reach a larger audience. The show management will do what they can (and have promised) to promote your company, but it is your responsibility to do the rest. Highlight your sponsorship as you promote your event involvement on your website, in press releases, during pre-show marketing calls and e-mails, and other pre-show marketing opportunities.
Are you sponsoring an activity (like an evening reception or educational session) or an object (like the show bags or internet cafe)? Depending on the specific sponsorship you have chosen, the perks will differ. If it’s an event, you may be able to collect leads or stand up and say something about your company… If it’s an object, you may be able to display key messaging/contact information… Speak with the show management early to understand (or creatively negotiate) the extra opportunities associated with your sponsorship and take full advantage of any perks that are available to you.
The answer above was originally written for LinkedIn Answers.
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