Only a few brands manage to stand out at trade shows filled with dozens or even hundreds of companies competing for share of mind.

Don’t blow your whole budget getting the biggest booth you can afford only to spend nothing elsewhere. A combination of associated sponsorships (belly-bands, bags, coaches, etc.) create the impression that your brand is everywhere. Buying event media is just like buying any other media, and a coordinated effort across the various options available has a compounding effect. Don’t forget alternative options outside of those the event producers are selling – client dinners, airport or billboard advertising near the venue, or taxis add an extra layer of promotion that can make you look much bigger than your budget would suggest.