Trade Shows & Events: Finding the Right Fit
Thankfully, we’re seeing businesses relaxing a bit and considering events with significantly positive expectations post-pandemic. This is a good sign for event sponsorships.
Trade show and event sponsorships can be a great way to build your brand, your reputation, and your industry. But let’s face it, no one knows your brand as well as you. You know how your marketing is delivered and how your brand is presented and leveraged. If you’re not sure if a particular sponsorship is going to meet your goals, it’s best to do a little homework to get a sense of the host organization first. Selecting a sponsorship that means something to your company can positively impact your entire team and your customer base.
To help you decide, we’ve provided the following questions you should ask organizers before selecting an event sponsorship or trade show. There may be a significant cost investment necessary on your end. Be sure to gather as many details from the event organizers as you can. Then weigh the pros and cons against your business goals and objectives. Keep in mind that the amount you’ll pay could be more or less than the industry average depending on the size and popularity of the event.
- Visit the hosting organization’s website. Does it present a professional image? Is it up to date?
- How are sponsors from previous events portrayed on the event website?
- Are there opportunities to speak at the event?
The thought of speaking at an event can be intimidating, but the results are worth a few butterflies. - What type of profile information on past attendees is provided (revenue, number of employees, years in business, etc.)
- Will you receive a list of attendees before or after the event for marketing purposes?
- How will organizers promote the event and your sponsorship? Ask for quantifiable specifics.
- What was final attendance figure from the past two events?
NOTE: this should not include exhibitors, sponsors, or staff. - Are there any competitors within the sponsorship you’re considering?
- What exclusive sponsorship offerings are available and what are their benefits?
Successful event sponsors avoid costly sponsorship marketing mistakes by carefully vetting each sponsorship they sign up for and plan their marketing campaign months in advance. Pay close attention to who’s attending and the visibility of the current sponsors. Align your sponsorship with your mission or goal. The synergy that comes from teaming up for a great organization is certainly media worthy – not to mention it boosts morale and feels good to be building solutions.
“The Best Laid Plans” Include Plan B
COVID-19, none of us had any inkling of what this stood for just a few months ago. Yet here we are, fielding questions about the Coronavirus that has now impacted the meeting and trade show industry. Major U.S. trade shows such as the International Housewares show have already been cancelled. Just that one event quickly drained 45,000 room reservations off the books for Chicago Hotels. A terrible hit for Chicago’s tourism industry. Even more surprising, one of the world’s biggest scientific conferences – the March Meeting of the American Physical Society – was cancelled little more than a day before it was scheduled to begin in Denver.
On a global front, the mobile industry’s largest trade show, Mobile World Congress scheduled in Barcelona this month, announced to nearly 100,000 attendees that it too would be cancelling its upcoming event. And unfortunately, the list goes on and on.
The best response in dealing with issues like this is to be prepared before problems hit, since options become more limited when a disruption is in full swing. Yet we can still take measure now to remain proactive and to identify how we can prepare for an event should a large-scale crisis take place in the future.
Study Credible Research
Dealing with the unexpected is commonplace when planning meetings and conventions. It’s part of the job. Yet it’s vitally important to monitor credible sources of information to help you in your planning process. Here are a few resources to help research the status of COVID-19:
- World Health Organization: Planning recommendations for large events
- Centers for Disease Control and Prevention: Recommendations for traveling
Communicate Responsibly
Once you have confirmed “Plan B” for your event, it’s time to communicate those plans to your audience. Now is also a good time to review your meeting crises communication plan. The Professional Convention Management Association (PCMA), the world’s largest community for business events strategists, produced a helpful reference guide in 2018 which planners have found quite helpful.
Avoid the Hysterics
Not to play down this current issue, but we’ve gone through health scares before. Remember the Swine Flu (H1N1), Bird Flu (H5N1), or SARS (Severe Acute Respiratory Syndrome)? At a time like this, it’s important to stay calm and remain informed with credible resources. Your audience is turning to you for professional advice.
Bottom line? Remain informed, proactive, and deliver clear, timely information.
Do Big Exhibit Budgets Ensure Big Results?
The answer is NO! Sure a modest 10’ x 10’ or 10’ x 20’ footprint has its limitations in terms of scale and scope. But with a little planning, you can create something relevant, exciting and unexpected. The key is to make every penny count and obtain the most value from your investment. It begins by selecting the right shows, establishing a budget for each show, and knowing your goals deliver the right message.
Take a Walk
Interested in exhibiting at a specific show? If you are planning well in advance, try to experience a trade show from the attendee’s perspective before you decide to invest in exhibit space. This “boots on the ground” approach is the best way to get a good feel for how the event is organized, who exhibits, who attends, and what educational and learning opportunities are provided during the event.
Yes, You Can Play with the Big Boys.
Don’t be intimidated by large exhibit displays. With a little creativity, ingenuity, and thoughtful design, your company can present a small but mighty exhibit worthy of standing up to “the big boys”. The key is to have clever product displays, striking colors and crystal-clear messaging.
Why Exhibit?
A recent study from the Center for Exhibit Industry Research revealed that B2B exhibitions are highly valued by marketers to address their most urgent high priority marketing and sale objectives:
Protect Your Image
Once you know the size of your space, purchase a quality exhibit display. People form an opinion based on your display and can tell if you invested time and money in it. Cheap exhibits have curled, faded graphics and wrinkled displays. What’s worse, they usually break after the first few trade shows. By investing in quality displays, you’re telling people that you are a professional, value your image and that they can expect the same type of quality in services you provide.
We Can Be of Service
Allow yourself to focus on the day-to-day of running your business and we can handle the rest. As your marketing partner, we offer a wealth of knowledge and successful solutions tailored to your business. From trade shows and events to branding and data driven solutions to your complex marketing needs. We’re here to serve. Come get to know us.