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Making Sense Out of Sponsoring Shows
How sponsorships can help you achieve your exhibit marketing goals
volume #1, article #3
By Dianne Smirl, CME-Designate
Sponsorships are big business and not just in trade shows. In 2001, companies paid over $9.5 billion dollars cash and in-kind for sponsorships in North America alone (source: IEG Consulting). While sponsorship shares similarities to traditional advertising, the perception is quite different. Sponsorship is seen more as "lending support" to a cause or event in order to make it happen. If done right, the sponsor receives recognition for their efforts, which in turn creates goodwill amongst its target audience. Continual sponsorship of select events can also help to keep your name "top-of-mind". But before you run out and throw down thousands of dollars on a sponsorship opportunity, it is important to consider a few things:
Review Shows You Are Familiar With
Study how sponsorship could compliment your existing marketing plan and where you can realize synergies. For example, explore opportunities at shows you are currently exhibiting in as opposed to new ones. Your familiarity with these shows, along with your current involvement, allow you to identify more unique sponsorship opportunities that may not be advertised by the show organizer.
Know Why You Are In The Show
Is your reason to be in a show to increase your company's profile? Or maybe it is to gather enough qualified leads to sell fifteen software licenses worth $20,000 each in the next six months. Either way you have to ask yourself, "How is sponsorship going to help me achieve my exhibit marketing goals?" Once you've decided how, you need to decide what form of sponsorship you should secure. Show organizers will sell anything and everything, from having your logo appear on cocktail napkins to having your logo appear on awards. You can even sponsor keynote speakers and receive a verbal acknowledgment in front of large audiences.
Look At Direct Tie-ins
Stick with sponsorship opportunities that tie-in directly with your exhibit marketing objectives. For example, if your objective were to launch a new product and gain exposure for that product, a sponsorship of a keynote addressing new opportunities in the industry would be an appropriate fit.
Sponsor Something Unique
Are people really going to remember that you sponsored the afternoon coffee break on Day Three? Perhaps there is a better sponsorship opportunity. Remember, everything is for sale when it comes to trade shows, so get creative and sponsor something unique and memorable.
Focus on Your Audience
It goes without saying - you are at the show because your target audience is there. Rather than try to be everything to everybody, focus on the audience that you want to reach. If you want to get media attention, sponsor the press lounge. If you’re looking to build strategic partnerships with other exhibitors, sponsor the exhibitor’s lounge. Target as directly as you can and your sponsorship will really start to pay off. Sponsorships can help to raise awareness of your brand and company when done properly. Just remember, sponsorships are negotiable and if you don’t find anything you like at first glance, inquire about doing something unique and creative. Chances are, the show organizer will find a way to accommodate you.
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