Introduction
I attend a lot of conferences, and one of the saddest things to see is a sponsor standing in his booth alone, talking to no one. When I see that all I can think is what a giant waste of time and money. With that passive attitude, they've set themselves up for failure. The only way someone is going to talk to them is if they happen to write some good headline copy on their booth to attract attention. Otherwise, they're doomed.
More than a year and a half ago I began covering live events for my business, Spark Media Solutions. I primarily report for event producers, but I realized there's no reason why a sponsor of an event can't also cover a conference or trade show. My belief is if you come to report on an event, rather than just sponsor it, you'll get a lot more value, attention, and connections.
