Is Party Sponsorship a Viable Path to B2B Brand Awareness?
It’s no secret that trade shows extend far beyond the speaker stages and expo halls. Ask the majority of professionals where the real deals get done, and the vast majority will say the after-hours affairs are what really matter. After-parties, cocktail hours, and networking events are the crux of the conference circuit. Often, an after-party yields more anticipation than the show itself. During MJBizCon 2022, the largest annual trade show for cannabis professionals in the United States, there were no less than 50 offsite gatherings. Some catered to niche groups such as C-suite executives, cultivators, or marketers, while others offered a certain vibe meant to attract like-minded individuals who wanted to celebrate and connect. Despite the differences that exist between these events, one thing is for sure: They likely would not happen if not for the sponsors. Trade show event sponsorship provides companies the opportunity to generate awareness and deal flow in a unique manner. Pack...