This is a question that I and the team wrestle with every show and due to limited budgets, we don’t usually do it but have been able to find interesting ways to get “sponsorship” like exposure for free.

In a nutshell, I think sponsorships are good but really ONLY GOOD FOR BRANDING. Please read that again, if you think you’re going to sponsor a party and sell product their to cover the cost - you’re out of your mind.

Here are the different kinds of sponsorhips I have seen mostly and my personal feelings on them:

Show Sponsors - These are like “Platinum” “Silver” or “Gold” sponsor. You get your logo on the home page and on banners around the show.

These are ONLY good for branding. Unless the show really plans on tooting you around, I’m not sure these are worth the money.

Breakfast Sponsor - Don’t do it. No one comes to breakfast. No one cares.

Lunch Sponsor - Don’t do it. People come, but they’re busy eating/networking. They don’t want to hear you yack and they may see your banner a couple of times at max.

Dinner Sponsor - Don’t do it - most go out to their own dinners with their own click.

Cocktail Sponsor - DO IT…people love drinking and a good crowd always comes. But again, focus on the networking and branding - that’s all it will do for you.

Main Party Sponsor - Usually very expensive, but DO IT if you can. These are GREAT for branding. Basically the trade show will endorse a main party. The entire show people run around saying “Are you going to — COMPANY NAME’s — party?”

Great for branding.

Lanyard - Do it - EVERYONE has these and see them over and over.

Bags - Do it - Same as with Lanyards.

There are many more, but I’m tired of thinking about them for now (can share more later). Anyways, just think of them in terms of branding and name recognition and networking - do the numbers work for you?

Here are a few things we do to help us get the same exposure and buzz…

1. Piggy Back Event - Basically throw your OWN tiny little conference/seminar the day before or after (advisable to do before) the event. That conference can’t stop you and the entire crowd will be there anyways!

In our experience, the trade show actually lets us pay to have them endorse it (just a small fee - not like the sponsorships).

2. Speak At The Trade Show - Get your speaker proposals in and speak. That way the conference promotes you and your company FOR you.

3. A GREAT Give-Away At Booth - something that peoeple can easily see, it can go a loooong way.

So, next trade show - think BRAND and NETWORKING, how can you get people to see your name and logo the most. Some sponsorships work, others not so much.

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