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How can you negotiate the inclusion of specific branding in a Conference exhibition package?

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If you are planning to exhibit at a conference, you might want to get the most out of your investment by showcasing your brand identity and attracting more attention from potential customers. However, not all conference organizers offer the same level of flexibility and customization when it comes to exhibition packages. How can you negotiate the inclusion of specific branding elements, such as banners, logos, flyers, or giveaways, in your exhibition package? Here are some tips to help you get the best deal possible.

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Susan Desmond

Director; Corporate Events at Charles River Laboratories

1 Know your goals and budget

Before you approach the conference organizer, you should have a clear idea of what you want to achieve with your exhibition and how much you are willing to spend. Do you want to increase brand awareness, generate leads, or sell products? What are the key messages and benefits that you want to convey to your target audience? How do you measure the success of your exhibition? Having a well-defined strategy and realistic expectations will help you communicate your needs and negotiate effectively with the organizer.

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2 Research the conference and the organizer

The next step is to do some research on the conference and the organizer. Find out as much as you can about the conference theme, agenda, speakers, attendees, and sponsors. What are the main topics and trends that will be discussed? Who are the key influencers and decision-makers that will be present? What are the sponsor categories and benefits? How much exposure and recognition do they offer to exhibitors? You should also look into the organizer's reputation, experience, and previous events. How professional and reliable are they? How do they handle feedback and complaints? How flexible and accommodating are they with exhibitors' requests?

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3 Compare and contrast different packages

Once you have gathered enough information, you should compare and contrast different exhibition packages that the organizer offers. Usually, there are different levels of packages, such as bronze, silver, gold, or platinum, that vary in price, size, location, and features. You should evaluate each package based on your goals and budget, and identify the pros and cons of each option. You should also consider the value and quality of the services and facilities that the organizer provides, such as Wi-Fi, electricity, security, catering, and staff support.

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Susan Desmond

Director; Corporate Events at Charles River Laboratories
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Really think about which package supports your objectives. Determine what elements of the package align with your brand. Do you want to sponsor a coffee break or sponsor a keynote speaker?

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4 Ask for customization and extras

After you have narrowed down your choices, you should ask the organizer if they can customize your package to include specific branding elements that you want. For example, you might want to have a banner with your logo on the wall behind your booth, or a flyer with your offer on each attendee's seat. You should explain why these elements are important for your exhibition strategy and how they can benefit both you and the organizer. You should also ask if they can offer any extras or incentives, such as discounts, free passes, or additional exposure, that can enhance your package and make it more attractive.

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Susan Desmond

Director; Corporate Events at Charles River Laboratories
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Just because a specific sponsorship may not be offered, doesn’t mean you can’t ask for it-conference organizers are always looking for ways to increase their sponsorship opportunities- suggest a custom sponsorship that will achieve your objectives while also providing a benefit to the conference and their attendees. One example is suggesting the conference offer a pin for attendees to wear on their badge lanyard that reflects a donation to a local charity, your company could sponsor ie donate to the charity and get your branding on the pin along with the charity logo. Nice visibility throughout the conference! Be creative- the worst they will say is No!

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5 Negotiate with confidence and respect

Finally, you should negotiate with confidence and respect with the organizer. You should be assertive and persuasive, but not aggressive or rude. You should highlight your value proposition and competitive edge, but not exaggerate or lie. You should be willing to compromise and cooperate, but not give up or settle. You should aim for a win-win situation, where both you and the organizer are satisfied and happy with the outcome. You should also be prepared to walk away if the deal is not in your best interest or if the organizer is not trustworthy or professional.

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Susan Desmond

Director; Corporate Events at Charles River Laboratories
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Your conference organizer is your partner. Build this relationship so they view you as a partner as well. Reach out with help/guidance, maybe offer to be part of their Exhibit Advisory Committee- the more they see you as a partner, the more they will be be flexible in their negotiations.

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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?

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How can you negotiate the inclusion of specific branding in a Conference exhibition package?

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3

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5

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1 Know your goals and budget

2 Research the conference and the organizer

3 Compare and contrast different packages

4 Ask for customization and extras

5 Negotiate with confidence and respect

6 Here’s what else to consider

Conferences

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How can you negotiate the inclusion of specific branding in a Conference exhibition package?

1

2

3

4

5

6

1 Know your goals and budget

2 Research the conference and the organizer

3 Compare and contrast different packages

4 Ask for customization and extras

5 Negotiate with confidence and respect

6 Here’s what else to consider

Conferences

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