With varying degrees of sophistication, most consumer show managers are utilizing sponsorships to assure a successful bottom line. These experts have learned that the right sponsor can help build revenues, dramatically increase advertising exposure and boost both exhibit sales and attendance figures.

Unlike trade show sponsors, who often get a percentage of show profits, public show sponsors do most of the monetary "giving." In exchange for their support, these sponsors are receiving intense exposure to a specific market segment, free booth space and, in some cases, free or discounted admission tickets for all employees.

While the list of areas in which these sponsors can help your show is almost endless, they are sometimes a mixed blessing -- taking as much as they give. Before you run out to find a sponsor of your own, consider all your options and make sure you choose the one most suited to you and your event.

Why have sponsors?
"Basically, you want sponsors to become partners in helping you reach your goals. They can assist you in doing things you may not be able to do on your own," says Richard Engbretson, President of Trade Shows Inc. a home and garden show production firm based in Minnetonka, MN.

According to Jacqueline Haughton, President of Industrial Expositions Inc. in Wheat Ridge, CO, the primary reason for obtaining show sponsors is money. "We all operate under tight budgets, and we're trying to stretch our money so far. Sponsors help defray costs and therefore build profit."

There are other equally valid reasons for sponsorships, including the prestige and credibility gained by affiliating with a recognized local company. Sponsors are often invaluable in helping promote an event through their regular advertising campaigns, customer newsletters, posters and counter-cards in their stores, and flyers included in all their mailings.

The right sponsor can also boost attendance by providing a reason for more people to attend. If, for instance, the sponsor offers free soil testing to all home and garden show attendees who bring a sample, the public now has an extra incentive to visit the exposition. The credibility of the event has also been increased -- it's no longer just a place to come see pretty flowers on a gloomy winter day. The show is now assisting attendees in a tangible fashion.

On some occasions, show sponsors can even help expand your exhibitor base. If your show is devoted to traditional winter sports, the right sponsor could lure companies such as health clubs who are offering alternative winter activities.

Limiting sponsorships
While a single overall show sponsor might seem like a great idea, most show managers don't attempt it. It would be difficult to find an organization willing to underwrite the entire event, and there is also the possibility of diluting your image as the show producer. When one company attaches its name to your show, it's almost as if it's their show. According to Engbretson, "If my show's not in trouble, and I don't need the money, I'm not going to give any company the privilege of being an overall show sponsor. You lose too much. They might want to mandate provisos on competing exhibits and competing feature areas."

Most show managers agree, and sell specific features of their show separately. One company sponsors show giveaways, another sponsors the entertainment and a third may sponsor a special display. Even here however, you have to be careful. Sponsors tend to have a proprietary interest in events to which they've committed funds. The more you parcel out, the less sponsors feel a part of the show. It's important to make them feel like they're an invaluable component.

Disadvantages
The amount of time it takes to find, woo and win sponsors is the overwhelming disadvantage to these arrangements. Sponsors must be treated royally before, during, after and in between shows. If you lose touch, they'll forget you. Show managers must be willing to spend the time to develop ongoing relationships not just with one individual, but with the entire company. If your "good buddy" leaves suddenly, you need to know that the new employee will not forget you when budgets are allocated for the next fiscal year.

"Control" is another frequently mentioned disadvantage to sponsorships. Although it may be true that "he who has the money makes the rules," sponsors can overstep their bounds, demanding stipulations that you're not prepared to grant. The best way to guard against this is to prevent it. In your letter of agreement, or contract, spell out exactly what each party will give, and what each will get. Only by itemizing carefully can you avoid unforeseen problems and battles for control.

Finding sponsors
When looking for sponsors for your event, leave no stone unturned. Linda Browne, President of Linda J. Browne and Associates, produces The Child's Fair in Seattle, WA. "I do a lot of networking and advertising," she says. "I blanket the city when I do sponsorship sales. I go to every major corporation that has an interest in families."
Look for companies that already sponsor shows. If they're sold on the concept in advance, your job is much easier. Similarly, a company which doesn't sponsor an event but has a direct competitor sponsoring a show may be a prime target -- especially if their competitor is obviously doing well.
Look for big corporations -- they have the money, expertise, budget and staff to assist you. But don't overlook small businesses which need the exposure. Your show may present them with an opportunity to be "big." New companies fit in this category as well. You can present them with an avenue to gain recognition for their product, name, location, etc.

Most show managers don't bother looking for sponsors among companies which don't advertise locally. If the company is not advertising-minded, they are not going to be much help with your promotional needs.

And don't overlook the obvious -- your own exhibitors. Look for powerhouse, long-term exhibitors who might be ready to step up into sponsorships.

Selling the sponsor
When convincing a company to take part in your exposition, it's critical that you know their market and their goals. The demographics of their potential customers should match the demographics of your attendees. Be prepared to explain exactly what they can expect in return for their investment. If you can show them that you understand their needs, they'll be more willing to listen to how your show supports those needs.

You are not asking for a handout, you're offering a major opportunity. Create that impression with your presentation. Go in knowing exactly what you want -- and exactly what you offer. Make an impressive statement with slides, professional studies and strong visuals. Remember that corporations know very little about expositions and their value. You may have to be prepared for an educational presentation.

Most show managers try to "aim high" when addressing sponsors. Starting with the President or CEO is your best bet, although the support of the marketing department can be essential too.

Once you've got them, don't leave them alone. "You need to work with sponsors to help them get the most out of the show," says Haughton. Browne not only works one-on-one with her sponsors, but also holds a sales training seminar for exhibitors and sponsors six weeks before the show. Engbretson suggests offering the free use of your own marketing professionals. "Most sponsors don't have the time or personnel to promote themselves," he says. "You've got to help them or they'll be blaming you for not having a good show."

If top executives come to the show, walk them through and point out what you've done for them. Follow-up after the show with photos, clips, videos and tapes of radio and/or television coverage. Inundate the sponsor with the successes they've had as a result of your efforts. If you don't sell yourself, they may never realize what you've done for them.

Finally, as Haughton points out, "Never forget that you're the No. 1 show sponsor." You pay the up-front costs, sell the booths, organize the event and plan all strategies. "When you're attempting to get a new sponsor, never go out hat-in-hand. The approach should always be that you're asking a sponsor to join you in a partnership to help make the show as successful as possible for both of you."