Increasing company and brand exposure can be difficult, especially when the brand is new to the market or the company is still young. Several steps must be taken in order to ensure that exposure is maximized, no matter what the product. This process includes not only identifying target audiences and increasing word of mouth, but also finding avenues that facilitate the swift dissemination of the brand to many different audiences at one time. A conference can be one of these avenues.
There are different ways that a brand can gain exposure at a conference. Companies can usually be exhibitors at conferences, which allow them to have a booth and representatives at the function centre. This increases word of mouth and also allows certain consumers to get very quick responses to questions about the brand. Not only does this help the brand gain exposure, but it also helps to brand create an image of a more human element rather than just a name. It is important, when taking the exhibitor route, to make sure that the function is related to what you want your brand image to be. For example, an arms manufacturer want to delve into the military arms trade would not want to set up an exhibit at a civilian arms trade conference.
Another way to gain exposure at a conference would be to sponsor the conference. This can be very costly to certain companies, especially those that do not have much of a marketing budget. Companies that do spend the extra dollar often say that it is worth it. Unlike doing an exhibit, in which the brand is only viewed by those that walk past the booth or look diligently through a conference brochure, sponsoring the conference ensures that the brand is put onto all conference memorabilia, including signs, shirts, bags, and anything else that is given away during the event.
Certain items need to be considered if a company decides to increase exposure at a conference. For companies choosing to do an exhibit, the conference venue must be considered. Tabling for the event often depends on what type of resources the venue has. If the exhibitors will be put into a back room, exhibiting the brand may not be such a good idea for increasing exposure. For those choosing to sponsor the event, venue is not as important. The two most important things to consider when choosing to sponsor is what type of turnout is expected and who the attendees of the event will be.