I recently read this at Trade Show News Network; here is a very abbreviated version.
Two of the most common sponsorships sold by trade show planners get a thumbs down from exhibitors. Attendee materials (i.e., bags and lanyards) and logos on signage no longer make the grade.
A Global Experience Specialist’s survey released earlier this year revealed that 29 percent of exhibitors want more unique opportunities for attendees. Many trade show planners are working to raise the bar, offering new and creative ways to increase their sponsors’ ROI.
1. Showcase a Company’s Product
Integrating the sponsor’s actual product into the event gives the company a chance to demonstrate its real value, rather than just add awareness. It appeals to companies both large and small.
Other shows have used this idea by asking sponsors to donate a product as a prize for social media or in-person contests.
2. Host a Show Headliner
Whether it’s a celebrity or industry leader, sponsoring an event’s headliner gives an exhibitor the opportunity to align itself with a well-known figure.
3. Offer Branded Wi-Fi Access
What’s more important to attendees than reliable free Wi-Fi? The sponsor can name the wireless network after its own brand or slogan, and create a lock gate that encourages users to enter their email/like it on Facebook/follow it on Twitter/etc.
4. Bring the Host City Inside the Exhibit Hall
For some events, the conference program is more of a draw than the exhibit hall. Sponsorships that use elements of the host city’s culture within the exhibit hall play a big role in drawing attendees into the hall in a fun way.
Kathleen Phillips Wert, director of meetings at American Statistical Association, noted that offering these options brought attendees in the hall more often and for longer amounts of time.
Exhibiting dollars are tight and companies often find it difficult to make an impact on attendees. Creating new and exciting opportunities for exhibitors has become a critical responsibility for trade show planners.
For Examples, Read The Whole Thing