Speakers or Sponsors?
I’ve been thinking a lot lately about an offshoot of my Chicken or the Egg post from a few days ago. What is the best way to attract exhibitors to a launch show? Should one work hard to line up a marquis sponsor so that competitors and other industry players will come on board as well? Or should you work hard to first get marquis speakers which will in turn attract other bigwigs to speak and encourage their employers to exhibit?
The answer is probably both at the same time, but I’m finding that it is the conference speakers that attract the exhibitors and sponsors a bit more than an initial exhibitor list.
April 8th, 2005 at 12:13 pm |
I have to show this to Sue. We were just arguing about whether big exhibitors deliver other exhibitors or whether it’s the content.
Based on your post, I win.
April 8th, 2005 at 1:04 pm |
More discussing than arguing, I’d say, and Rich always wins! You guys both have probably forgotten more than I’ll ever know about trade shows, but in my limited experience, it seems like it’s more than just content–I wish that’s all it took was a sparkling program and incredible speakers.
That helps, of course, and will be the deciding factor for many people. But others do come because of who else is coming. I see it over and over again. One small meeting I’ve been involved with has drawn attendees solely based on the person organizing the event–no agenda, no hot speakers lined up. This person’s charisma and stature in the industry was enough of a draw to pull in the attendees we wanted to get (no trade show was involved) with no more than an invitation to come and join in the discussion with this person and others of like minds on a certain topic. I know, it’s not quite the same thing, but I think it’s indicative of how the “cult of personality” can work when marketing any kind of event.
So, if you can get commitment from great speakers, get industry bigwigs everyone wants to meet to get involved in some way, and get the marquis exhibitors, well, you’re all set. That’s easy enough, right? (she says with a smile)
I can’t believe I’m devil’s advocating against content! I take it back–go for the speakers and the rest will follow!
August 3rd, 2005 at 1:34 pm |
[...] He says his main concern isn?t so much that attendees will find out about the inner workings of his show, but that if a major sponsor turns him down, should he mention that on his blog? “You know how it is: The other big companies will say, ?well, if they?re not going, we?re not going.?” Hopefully, that?s a bridge he won?t have to cross. (Some commentary on this whole idea can be found here, here, and here.) [...]