Never sponsor a conference again.

• Jurisdiction: United States
• Date: 01 September 2013
• Author: Greenzweig, Ben

Chances are, you have either been pitched to sponsor a conference, tradeshow or meeting, or you have made the call yourself and asked someone to sponsor your conference, tradeshow or meeting.

I've been working in the events industry a long time, and I can't begin to list the number of changes this industry has experienced since the first day I picked up the phone and called my very first prospect on Feb. 14, 2000. (I know, how romantic.)

Not too long ago, the hurdles required to sign off on a sponsorship contract were about as high as the hurdles required to buy a house with no money down or refinance your property at 125 percent of its value. Many things have changed since the "Great Recession," and the events business is no different.

Sponsorship or Investment?

When you hear the word "sponsorship," does your mind immediately conjure images of your logo plastered on brochures and signs, the shipping and construction of an elaborate table-top display or tradeshow booth, and the ordering of branded pens, hand sanitizers and squishy balls? If the answer is "yes," you're...