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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Having exhibited at a trade show about 4 times now, we’re starting to learn some neat tricks to get more exposure.

We haven’t personally tried some of these, but having seem them get implemented - I can tell they work and we’re slowly working them in.

Here are 10 Tips To Get More Out of Your Booth. I’m splitting 5 and 5, 5 things TO DO and 5 NOT to do.

The TO DO:

1. See if you can get a “corner” booth

These may cost more, but they may be worth it based on the cost.

Corner booths are more visible and have TWO or more sides where people are walking by and can be grabbed.

2. Good Give-away

The biggest buzz on the floor is usually “hey, where’d you get that!” - these give-aways can get VERY expensive, but I’ve seen how much more powerful it is for booth traffic.

But, just make sure you GRAB the people that come by and talk to them - otherwise they just take the stuff and leave.

3. Play games at your booth

Have some prizes and play some games. Whether it be something like darts, spin the wheel or something more creative. It gets people sticking around and having fun.

4. Piggy-Back Other Companies

I always try to see what other companies are exhibiting and where. Some companies are just known to get more traffic and are more popular.

Grab that spot - you can “steal” their visitors - mu ha ha ha

5. Near Doors, Entrance, etc…

A couple of shows back, we had our booth right in-front of the registration desk - how crazy is that - the branding was rediculous. But it gets better…

The booth was in the middle of the hall that EVERY person had to walk down over and over to go to the “seminar sessions.”

So, EVERY single one of the 2,000+ attendees had no choice but to at some point see our name and stand near our booth.

(( The earlier you register, the better spot you can grab so register early ))

NOT TO DO:

1. Booth Babes

Yes, people stare at them - but I honestly don’t think they care much more about the company, they just stare at the boobs.

These “models” don’t know a darn thing about your company and trust me, the fliers they hand out…NO ONE reads them.

2. Sit Inside Your Booth Or Behind A Table

You want to be approachable, even if you’re sitting in your booth - make it a HIGH chair so you keep eye level.

Always try to stand right at the edge of the hall so you’re almost outside and grab people as they walk by.

Lead in with a hand-shake, they almost always reciprocate and then are “caught” in your trap!

3. Lots of video

I’ve never once stayed at the booth to WATCH the demo. Rather, set-up multile computers and invite people to get a PERSONALIZED demo or “experience” the product.

Looping videos, in my opinion, make the booth look flashy, yes, but don’t add much promotional value.

4. Talk Smack About Visitors

OK, my entire team (myself included) is guilty, I mean what can we do? Some people who come by are REALLY weird.

But still, other visitors can hear you and it’s a major turn-off. Creates a bad environment.

5. Don’t Give Away Too Many Fliers

Listen, people really don’t read that stuff much and it’s so much easier on YOU and the VISITOR if you can condense your material into 1 or 2 easy to understand brochures/fliers.

Focus mostly on getting their business card so you can follow up with them personally.

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Alright, these are some of the fresh tips in my mind since I am flying back right now after exhibiting at a show.

As more come, I’ll keep on sharing.

Coming Soon - My view on buying “sponsorships” at trade shows.

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