WEB SPONSORS AT TRADE SHOWS?
... Dan
by Alan J. Zell, Ambassador of Selling

Q. Does anyone know of any trade shows in which web publishers could meet with prospective sponsors? Or perhaps, even a more general one for all mediums selling ad space or seeking sponsorship.

Dan

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A. Dan: Who do you want as sponsors? And, don't tell me you'll take anyone. Since you did not say what the theme of your web site is, it is impossible to tell you which trade shows to go to.

Why would someone sponsor your site or buy ad space on it? Understand, firms/people will sponsor or advertise where they believe they have an audience of potential new customers. They don't need you for reaching customers they already know about.

Are you going to a show where all mediums show up looking for advertisers and/or sponsors? You will be up agin' big players in that game. It is no place for the neophyte. You'll be just another bit of plankton in the Atlantic ocean.

So, your #1 task is to determine what industry's products or services would be useful to those who come to your site. Once that is done, you can get further information for many different sources:

A) Trade Associations of that industry at local, regional, national and international shows. You can find these out by asking a firm in that industry if they have a directory of their industry shows or a recent issue of their trade magazine. Often these list upcoming trade shows.

B) Begin calling different trade show facilities (hotels, convention centers) and convention bureaus and chambers of commerce. Start locally as they are easier to get to and your travel time and expenses are less.

C) Are you going to be an exhibitor? You may have to in order to get into the show. Most industry shows are closed to the general public and show producers and exhibitors do not want people using the show for sales without paying for the privilege. In addition, trying to sell something to someone whose prime concern is making sales, which is why they exhibit at a show, is almost impossible. Their minds are on a different track. Getting to attendees without having a booth is even more difficult. Attendees are there to learn, to gossip, brag, complain, to steal ideas, to get information on what they are doing, planning to do or would like to do and not to buy or be offered something that does not fit into the reason(s) they came to the show.

Of, course, if you're planning to be an exhibitor then your chance of getting sponsors or advertisers increases. If someone has been thinking about doing it and they see your booth and what you're selling, they may stop in. If they haven't been thinking about it before coming to your booth, then, possibly, your booth may make them inquisitive enough to stop in to get information.

D) Lastly, you should plan to attend the same show again . . . and again . . . and again. Why? Well, the first time you are there no one really knows you and it is hard to be a player when the fans know most of the other players already. By coming back, you will be a part of the overall picture they remember from last time. It is not unlike placing and ad in the newspaper one time. On that day, no one really was interested in buying your program. But, possibly, with the second or third advertisement your message has made an impression on them or on someone else and when the topic comes up, you will be part of the discussion.

So, Dan, I hope this gives you some help in finding sponsors and advertisers.

This article was written to help you and your business. If you believe some of these articles will be helpful to your business, please e-mail me your comments on how you will apply them. ajz

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