What are the best ways to create a Trade Show sponsorship package that delivers value to sponsors?

1 Identify potential sponsors

Before you approach any sponsor, you need to do some research and identify potential candidates that match your profile, industry, and audience. Look for sponsors that have similar or complementary products, services, or values to yours, and that can benefit from reaching your target market. You can use online directories, social media, trade publications, or referrals to find potential sponsors. Make a list of the most promising ones and rank them by priority, budget, and fit.

2 Define your value proposition

Once you have a list of potential sponsors, you need to define your value proposition. What can you offer them that will make them want to sponsor your trade show booth? Think about the benefits and outcomes that you can provide, such as exposure, recognition, leads, sales, or networking. You also need to quantify your value proposition by using metrics such as booth size, location, traffic, impressions, conversions, or testimonials. You can use data from previous trade shows, surveys, or industry benchmarks to support your claims.

3 Create sponsorship tiers

A good way to create a trade show sponsorship package is to offer different sponsorship tiers with different levels of benefits and costs. This way, you can cater to different sponsor needs, preferences, and budgets, and increase your chances of securing a deal. You can use names, colors, or symbols to differentiate the sponsorship tiers, such as platinum, gold, silver, or bronze. For each tier, you should specify the benefits, costs, and requirements for the sponsor. For example, a platinum sponsor might get their logo on your booth, website, and promotional materials, a speaking opportunity at your booth, and access to your leads database, for a certain fee and a minimum commitment.

4 Customize your offer

While having sponsorship tiers can help you streamline your process and attract more sponsors, you should also be flexible and willing to customize your offer to suit the specific needs and goals of each sponsor. You can do this by adding, removing, or adjusting the benefits or costs of your sponsorship tiers, or by creating a unique sponsorship package for a particular sponsor. For example, you might offer a sponsor a discount if they agree to promote your booth on their social media, or you might include a special feature or service that only they can provide to your booth visitors.

5 Communicate clearly and professionally

The final step in creating a trade show sponsorship package is to communicate clearly and professionally with your potential sponsors. You should create a sponsorship proposal that outlines your value proposition, sponsorship tiers, and customization options, and that showcases your brand and personality. You should also include a call to action that invites the sponsor to contact you for more details or to finalize the deal. You should follow up with your potential sponsors regularly, but not too aggressively, and address any questions or concerns they might have. You should also maintain a positive and respectful relationship with your sponsors before, during, and after the trade show, and thank them for their support and feedback.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?