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Assessing Trade Show Sponsorships: Smart Move or Waste of Money? Marketing Articles | June 10, 2006
Participating in a trade show is expensive. From the minute you express interest in exhibiting at a show, you're flooded with sponsorship opportunities. All sponsorship opportunities are valuable -- to the right exhibitor. There must be a good match between the exhibitor, their goals and objectives Nike VaporMax Uomo , and the results the sponsorship can deliver.


Let's face it. Participating in a trade show is expensive. There's no doubt about it. When you add up all the expenses associated with trade shows -- including registration fees, display costs, shipping, giveaway items, booth staff salaries and lodging, and more -- you're talking about some serious money.But wait! There's more. From the minute you express interest in exhibiting at a show Nike VaporMax Italia , you're flooded with sponsorship opportunities. For a mere $250, for example, you get an ad in the show directory. Double that, and your logo shows up on a few prominently placed banners. Prices rise steadily, allegedly keeping pace with the enhanced exposure more dollars can bring. As logic goes, you get more visibility Nike VaporMax Scontate , the deeper you dig into your wallet.Is it really worth it? Does more money really equal increased attendee attention and consequently better sales? How can you tell which sponsorship opportunities are really good deals and which are a waste of money?All sponsorship opportunities are valuable -- to the right exhibitor. There must be a good match between the exhibitor, their goals and objectives, and the results the sponsorship can deliver. Before you agree to a sponsorship deal, you must make sure that your participation will move you closer to achieving your goals and objectives. Otherwise, keep your money in your pocket.There are four criteria you can use to assess if a sponsorship opportunity is right for you and likely to deliver your desired result. These criteria are:


1. Target Audience Draw


Does this show draw a large group of attendees who are in your target audience? Will this group be likely to buy your products and services? Is there a clear benefit in putting your name in front of these attendees? If you're at a show outside of your industry or region, or a show that draws smaller numbers of attendees from your target audience Scarpe Air VaporMax , sponsorship is probably not the route to go.


2. Percentage of Exhibiting Cost


Consider the cost of sponsorship as a percentage of your total exhibiting expense. If the sponsorship is equivalent to more than 50% of your overall exhibiting budget, step back and think: Is this the best way to invest my money? Would my purposes be better served by a larger exhibit or even exhibiting at an additional show?