For B2B or H2H (human 2 human), conferences offer opportunities for connection, engagement, referrals and revenue. Good connections can result in year over year residual revenue.
Larger festivals or musical events (20K+ attendees) such as The Big E, Oktoberfests and Renaissance Fairs attract guests who are ready to engage (B2C or H2H). Experiential marketing generates on the spot revenue with post show potential.
Before you invest, note all deadlines for ordering exhibit extras or hidden costs and ask questions! An event organizer should be able to provide a schedule, exhibitor rules, insurance requirements, stats for previous shows. How many prior sponsors and exhibitors are returning? Planned media partners? Will Wi-Fi be provided? Any special requirements? Read all written or online information before signing up, volunteering or considering attendance.
If you are simply exploring future options, attend with a colleague or a strategic alliance. You can share observations and compare impressions.