I’ve written before about allowing non-exhibiting companies to sponsor things like coffee breaks, badge lanyards and having an advertisement in the printed program. The issue is a sensitive one for many tradeshow organizers.

A company we have been courting since before our last Expo has finally agreed to participate at this year’s event. But not with a booth. Instead they are providing a catalog to place in the Attendee Bag and advertising in the Program. I decided that it was important to at least get a foot in the door, bring in some revenue, and allow them to pay for the exposure - hopefully I can convince them to exhibit down the road.

When I initially told the President of the company that they needed to exhibit if they wanted to reach our audience, he said (nearly exact quote): “Tim you have a show all about the new medium of podcasting, and yet you are running it like a 1950’s AM/FM broadcaster. Seems to me that you need to take the 1950’s Trade Show model (which is what you have) and modernize it with new opportunities…”

Nothing like having a customer tell you your business is old and outdated to ruin a perfectly good afternoon.

Now, I firmly believe that this company, along with many others, simply won’t exhibit - no matter how much pressure I put on them. It’s either take non-booth sponsorship dollars or they simply won’t participate at all. I could sell the value of having a booth until I am blue in the face and it wouldn’t matter one bit. So, I will continue to try to balance exposure for non-exhibitors with booth space sales. I’m still concerned it may lead to the long-term problem of shrinking exhibit hall revenue, but I’m not sure I have a choice.

If a booth space truly won’t work for their company (or their perception is such), I either have to change that perception or accept that the tradeshow model itself is changing and change with it for the better of the company.