Rigid thinking causes most trade show organizers to continue peddling sponsorships like they were ads, when today's sponsors want something much more valuable.
Sponsors want spillover.
Spillover results when attendees transfer their good feelings about an event to its sponsors―an effect no ad can produce.
Sponsors want spillover.
Today's marketers will sponsor an event to engage people within communities; to build relationships and demonstrate market leadership, customer care, and social responsibility.
They'll even do it merely to block a competitor from doing it.
But they won't sponsor an event for awareness.
But they won't sponsor an event for awareness.
