Sponsorships

Sponsorships are the second way to participate in a trade show. As a sponsor, your company pays a certain amount of money to the show. In return, you get to display your brand or logo in various places at the show.

Sponsorships give you two advantages: First, they give you opportunities to build your brand with the attendees. Second, they allow you to use your brand to drive potential customers to your booth. Once the attendees at the trade show know you are there, they may be more inclined to visit your booth to see what you have to offer.

Sponsorships operate on a pay-to-play model: The more money you pay, the more opportunities you get to display your brand at the show. Trade shows usually provide different levels of sponsorship, such as Platinum, Gold, Silver, and Bronze levels. A Platinum-level sponsorship might be in the $100,000 range, whereas a Bronze-level sponsorship might be in the $10,000 range.

For a Platinum-level sponsorship, your brand receives the most exposure. For example, your company might be able to put your brand on all marketing materials for the show, including the attendees’ badge. You might get a full-page color ad in the event guide, promoting events and takeaways at your company booth. You might get your brand or logo displayed on the special bag of freebees that the show gives out to attendees along with the registration packet, and be asked to provide a gift (e.g., a free zip drive with your brand on it) in the event bag. You may be able to sponsor or put your name on certain events like receptions, keynote speeches, or panel discussions. Usually, you want to pick an event that ties in well with your brand, so your target customers will be in the audience at the event, and will associate your brand with it.

A Bronze-level sponsorship will be less expensive but will get you less coverage for your brand. For example, you might get a quarter-page ad in the event guide, be provided with on-site signage, and get your brand featured on the show’s website.

Sponsorships are usually sold on a first-come/first-serve basis. The shows typically have a limited number of spaces in the event guide, on the website, and in other places where they can put company brands. So it’s a good idea to find out the show’s deadlines for registering as a sponsor.

Usually, you can find information about sponsorships in the show’s vendor information guide. Also, once you sign up as a sponsor, the trade show will usually give you all sorts of feedback on where you can place your brand.

One more thing about sponsorships: Even though the shows sell sponsorship packages at different levels and prices, you have more control over the contents of these packages. After all, you’re the one paying the money. You can often negotiate with the trade show to build your own package of branding opportunities, so you can maximize your brand’s impact at that trade show.