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.

1. Visit the hosting organization’s website. Does it present a professional image? Is it up to date?
2. How are sponsors from previous events portrayed on the event website?
3. 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.
4. What type of profile information on past attendees is provided (revenue, number of employees, years in business, etc.)
5. Will you receive a list of attendees before or after the event for marketing purposes?
6. How will organizers promote the event and your sponsorship? Ask for quantifiable specifics.
7. What was final attendance figure from the past two events?
   NOTE: this should not include exhibitors, sponsors, or staff.
8. Are there any competitors within the sponsorship you’re considering?
9. 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.