If you want to stand out beyond the other exhibitors at your next trade show, become a sponsor. Put your logo, slogan, and booth number on the show's tote bags, lanyards, or hospitality suite, and you'll put your company in the attendees' minds well before they enter the exhibit hall.

"The more attendees see your logo and theme, the more of a connection they will draw when they see your booth — and the more likely they'll feel inclined to stop and chat," says Shira Leffel, head of content and copy for marketing agency Quality Score.

She adds that sponsorships can also give your company prominence and prestige. "If you envision and aspire for your business to be an industry leader, rather than just an industry player, it's a good idea to take on bigger roles within these events, such as conference sponsorship."

The type of sponsorship you pick depends on your goals for the show. Educational activities can present your firm as an industry authority, especially if you bring your leading employees as speakers. "We like to show off our thought leaders at shows," says Mike Pizzi, events and communication manager at medical testing company Nelson Labs. "These promotions generate leads. We've seen where people saw some of our educational presentations, and then they came by the booth."

Educational sessions come in a variety of formats, from short product demonstrations to thorough explorations of new technology and business trends. At our recent Medical Device and Manufacturing shows, the engineering and manufacturing company Emerson sponsored Lunch & Learn events. Lunch & Learns run longer than most other educational sessions, which suited Emerson just fine. "We were introducing a new product, and we thought it was an excellent venue at a trade show to speak to attendees in depth," says Elyse Davis, advertising and public relations specialist at Emerson's Automation Solutions division. "We had every seat in that room filled, 70 to 75 people."