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This is not your mother's trade show. This is 2001and all
Americans are facing a "challenging" economic climate. The shows of
yesteryear where companies threw money at meeting planners and event producers
to sponsor shows are gone. Today's show sponsor wants to know exactly what their
return on investment is going to be. Here
are a few ideas to meet the sponsorship challenge: 1. Closely examine what you are offering
your potential sponsors for their money. The two annual trade shows that my
department produces are polar opposites of each other; one offers 4 sponsorship
levels, the other only one. But they both offer items a sponsor would have to
pay much more for if they paid for each benefit individually. It is similar to
the fast food concept of "super
sizing" a meal, you get more food at a significant savings than if you
purchased each item separately. Be sure and include benefits that don't cost
your association hard dollars, such as recognition on all promotional material,
show tee shirt, event signage, attendee registration form and in the show
program. If your trade show has a web site you could
offer to run free banner ads or a link back to their company site for the top
category. You can enact
stipulations that encourage sponsor participation.
In one show we produce space is at a premium so only the show sponsors
have the option to purchase a second booth. 2. Look at who has sponsored your event
in the past and contact them first. It is important to keep a good working
relationship with former sponsors and this can be done inexpensively. If you see
them mentioned in the local paper in a flattering light take the time to cut the
article out and mail it to them with a short handwritten note and your business
card enclosed. This will keep you in their memory bank. An appreciation luncheon for all of the show
sponsors shortly after the event is also a nice way to say "thank
you". People want to feel appreciated and that they contributed to the
success of the show. An inexpensive but tasteful gift at each place setting
shows you care about them. Have name cards at the place settings and make sure
their names are spelled right, proof read the cards several times to be sure!
Have the luncheon at nice venue, but not TOO nice. You don't want them to feel
like their sponsor money was all spent on the meal! 3. After you have contacted past
sponsors, read over last year's show program and the exhibitor list. Your past show exhibitors have great
potential to become show sponsors because they have actually participated in the
show. They might need to "upgrade" to sponsorship status and just
don't know it yet! 4. If you are a local or state
association look to your national association for potential sponsors. Chances are the national association has an
annual trade show and you can use their show program to contact potential
sponsors. We offer to highlight our national association's affiliate partners in
our show program if they participate in our local show. 5. Be sure and make it a status symbol to be a sponsor in your show. We highlight our sponsors by providing them extra plush carpet in their booths and placing them front and center in "sponsorship row" at the show entrance. Our Chairman makes it a point to visit with our sponsors on the day of the show to personally thank them for their support. We want them to feel pampered and special and to be back next year ! |
