Assessing Trade Show Sponsorships: Smart Move or Waste of Money?

Assessing Trade Show Sponsorships: Smart Move or Waste of Money?

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, 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, 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...