Should I pay to exhibit at a conference?

There is no one answer to this question when it comes to exhibiting at a conference or attending an event. However, there are questions to ask yourself before you decide.

If you want to exhibit at a conference, there is no right or wrong answer to this question. However, there are some questions to ask yourself before you decide:

1. What is your ideal client profile?

Before looking at attending events, define your ideal client profile:

  • What is their job title?
  • What is their demographic?
  • Where are they located?
Once those details are figured out, you will have better clarity about which conferences to exhibit at.

2. Who are the attendees? What is the content of the event?

Ensure that the event audience aligns with your ideal client profile. Check on the content of the conference to see if it aligns with the message you want to discuss with prospects.

3. What do you get as a sponsor?

If the event audience aligns with your ideal client profile, take some time to see what the different levels of sponsorship entail. For instance:

  • Do you get a booth?
  • Do you have access to the list of attendees?
  • Do you get promotions or publications online?

You want to get the most out of any sponsorship. Talk to the sponsorship salespeople to make sure the best outcome is negotiated for you and your agency.

4. What is your goal for the event? What do you want to accomplish?

This is the most important aspect of deciding to exhibit at a conference. If there is not a clear goal, no money should be spent. This goal can be as simple as saying I want to get 50 new leads.

5. What are you going to measure to judge success from the event?

Have a follow-up plan post-event. If your goal was I want to receive 50 new leads, what is the plan of action post-event to ensure you nurture those leads? 

Essentially, if you fail to plan, you plan to fail. Do your research, evaluate the sponsorship opportunities, and create a pre and post-conference strategy to ensure it will be successful.