Trade shows are a proven way to increase business and recognition. I recently had a conversation with a client who decided they wanted to try their hand at trade show marketing. They asked me how to make the most of their investment. Sometimes a good way to be noticed is think outside the box – er, the booth. These ideas involve an additional expense beyond booth rental, but they can be well worth it.

1. Sponsorships:
Sponsor a workshop, coffee break, reception or local site tour. Usually there are sponsorships to fit all budgets. Choose the sponsorship wisely. It should – no, it must – be something where your ideal clients will be gathering. You want to target the decision makers or important influencers in the buying process. If you can arrange to be a sponsor to a facility where your product or service is being used, that would be brilliant! Attend the event you are sponsoring. That way you are on hand to chat with people and exchange business cards. You may even get to answer a question, which shows off your expertise (but don’t upstage the presenters of a workshop). Sometimes sponsorships make you eligible for prime booth space, too.