Innovative Sponsorships

Selling sponsorships has never been easy. And today the competition for marketing dollars is greater than ever. Still, there are tradeshows using imagination—and sometimes just thinking fast—to take advantage.
EXPO Magazine spoke to a handful of tradeshow organizers who have done everything from putting mirror graphics in the bathrooms of 6,000 hotel rooms to staging a last-minute “Mega Session” on the 2010 Gulf oil spill that was videotaped and streamed to hundreds of people who couldn’t attend the tradeshow.

While their strategies and tactics varied from industry to industry and show to show, one thing they all had in common: the ability to brainstorm with their exhibitors and find out exactly what would suit their needs and help their companies.

Four Paths to Sponsorship Success

E3: A True Mirror Image

If you’re in charge of sponsorship sales for E3 and you have an important client—like, say, Microsoft—who wants to get its message across, where do you go? Here’s one answer: Off the show floor…and into the bathroom…continue reading

Clean Gulf: From Lemons to Lemonade

When the Deepwater Horizon oil spill brought all oil drilling operations in the Gulf of Mexico to a standstill in April 2010, organizers of the Clean Gulf Conference & Exhibition knew they had to do something. Practically overnight, Clean Gulf had a regular sponsorship opportunity that generated 50 percent more revenue than any previous sponsorship ever had…continue reading

Process Expo: An Oasis on the Show Floor

Process Expo is not a new tradeshow. In fact, the exhibition that focuses on the food processing industry can track its history all the way back to the 1880s. But for many years the Food Processing Suppliers Association’s (FPSA) event had collocated with another before making the decision to go out on its own in 2011, so there was a lot to learn last year—and fast…continue reading

Cattle Industry Convention & NCBA Trade Show: Use What You Have

Not only has this event found a way to make their ideas for a once-in-a-lifetime experience come to life, NCBA’s annual sponsorship revenue has grown by $250,000 in the last five years…continue reading

Posted by Michael Hart

Michael Hart is the executive editor of Expo. Reach him at View all articles by Michael Hart →