Advertising Age - 21 March 2011 by Abbey Klaassen (Editor)

By Abbey Klaassen (Editor)

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Theaters, opera houses and the like are now found bearing corporate names for a specific period of time, such as 10 years, in exchange for potentially millions of dollars. In addition to having the building, room or facility named after their company, corporations are usually able to use the venue as a means to showcase their product. For example, if an automotive company bought the naming rights The Evolution of Business Functions 39 for a specific property, one of the concessions that they may have included is the right to have their product on display.

And doing something that had never been done before—and doing it well—gave the department store extra cachet. A global electronics company that distributes consumer and broadcast products worldwide found that choosing an unexpected venue, such as a warehouse, club or gallery, in an easy access, convenient location open over the lunch hour, worked well to pull in their attendees and helped them receive a return on their investment. They found that the new art gallery they took over for their product launch was an interesting backdrop for their high-end television launch.

If you decide to attend as a delegate and not an exhibitor but still want to get your product in front of attendees to increase brand awareness, it is advisable to inquire if it would be beneficial to explain your product/service to the show manager and offer it free of charge. One computer company set up their newest models in an Internet lounge and attendees were able to stop, relax and pick up their e-mail messages as well as sample the new computers. The lounge was set up in a way that the company providing the computers was able to learn about their potential clients.

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