Advertising is an important aspect of the promotional mix that can be used to do many things to help your trade show exhibit, including:
- Have a set sponsorship criteria.
- Do your research around individual sponsorship opportunities.
- Select sponsorships that will achieve multiple marketing objectives to help your trade show booth’s success.
- Don’t invest in a sponsorship just because it is cheap.
- Select sponsorships that match your target audience.
- Use exposure or awareness as a main sponsorship goal.
- Beware of sponsoring events that represent the personal interests of senior executives.
- Realize that solo sponsorships give you the greatest exposure.
- Make sure when you enter a sponsorship agreement that you have a contract stating what you will get for your financial support.
- Make sure to leverage your sponsorship as much as possible.
- Consider sponsorship as a long-term investment.
- Take responsibility if the sponsorship didn’t work for you.
- Consult an expert before making a major investment so that you know how to maximize your sponsorship opportunity.